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中国品牌杂志社X艾媒咨询|2024年中国品牌营销创新与消费趋势洞察报告
2024年5月7日,备受瞩目的第八届中国品牌发展论坛系列活动在北京盛大举行。本次活动由《中国品牌》杂志社与中国品牌网共同主办,聚焦中国品牌在新时代下的创新与发展,探讨中国品牌在转型升级、中国品牌及品牌国际化等方面的新经验和新做法。艾媒咨询分析师受邀出席本次活动,并与《中国品牌》杂志社携手发布了备受瞩目的《2024中国品牌营销创新与消费趋势洞察报告》。随着经济的不断发展与互联网产业、数据科学的进步,市场消费趋势与品牌营销模式都在逐渐发生转变,AI技术、大数据科学等前沿技术为品牌营销提供了强效助力。iiMedia Research(艾媒咨询)数据显示,品牌营销模式逐渐向细分人群、精准定位的方向转变,2023年中国移动广告市场规模为4646.6亿元,同比增长2.7%,预计2025年市场规模有望突破4800亿元。2024年,54.1%的消费者会在除生活必需品外的其他支出中购买兴趣爱好相关产品,且61.4%的消费者通过短视频平台了解国货品牌信息,简约风和国潮风的广告最受消费者青睐。随着国民人均收入的提高,越来越多消费者愿意为个人兴趣买单,青年消费者已走在时代前列。未来,AI赋能品牌营销、大数据精准营销以及多形式、多类别的全覆盖式营销策略将成为品牌营销发展新趋势。
On May 7th, 2024, the high-profile 8th China Brand Development Forum series of activities was held in Beijing. This event, co-sponsored by China Brand Magazine and China Brand Network, focuses on the innovation and development of Chinese brands in the new era, and discusses the new experience and new practices of Chinese brands in transformation and upgrading, Chinese brands and brand internationalization. Imedia Consulting analysts were invited to attend this event, and jointly released the high-profile "China Brand Marketing Innovation and Consumption Trend Insight Report in 2024" with "China Brand" magazine. With the continuous development of the economy and the progress of the Internet industry and data science, market consumption trends and brand marketing models are gradually changing, and cutting-edge technologies such as AI technology and big data science provide a strong boost for brand marketing. iiMedia Research data show that the brand marketing model gradually to the direction of segmentation, accurate positioning, 2023 China's mobile advertising market size of 464.66 billion yuan, an increase of 2.7%, is expected to 2025 market size is expected to exceed 480 billion yuan. In 2024, 54.1% of consumers will purchase hobby related products in addition to daily necessities, and 61.4% of consumers will understand domestic brand information through short video platforms, and simple style and national tide style advertisements are the most favored by consumers. With the increase of national per capita income, more and more consumers are willing to pay for personal interests, and young consumers have been in the forefront of The Times. In the future, AI enabled brand marketing, big data precision marketing and multi-form, multi-category full coverage marketing strategies will become a new trend in the development of brand marketing. -
艾媒咨询|2024-2025年中国品牌营销与千禧青年消费趋势研究报告
当前移动互联网用户规模保持小幅度增长,逐渐趋向饱和,中国移动广告市场已进入平稳发展期,营销服务商面临新的挑战和机遇。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024-2025年中国品牌营销与千禧青年消费趋势研究报告》数据显示,2023年中国移动广告市场规模为4646.6亿元,同比增长2.7%,2025年有望突破4800亿元。近年来,营销服务商紧跟技术趋势,将AI等技术应用于文案撰写、图像处理、视频创意生成等领域,为品牌方提供更高效、个性化的营销方案。另一方面,消费者对产品的需求愈加多元和个性化,对产品的实用和设计提出了更多的要求。越来越多消费者开始为个人兴趣买单,追求个性化的消费观念,品牌方、营销服务商面临新的挑战。
At present, the scale of mobile Internet users has maintained a slight growth and is gradually becoming saturated, China's mobile advertising market has entered a period of steady development, and marketing service providers are facing new challenges and opportunities. According to the latest "Research Report on Brand Marketing and Millennial Youth Consumption Trends in China, 2024-2025" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, China's mobile advertising market will be 464.66 billion yuan in 2023, a year-on-year increase of 2.7%, and is expected to exceed 480 billion yuan in 2025. In recent years, marketing service providers have kept up with technology trends and applied AI and other technologies to copywriting, image processing, video idea generation and other fields to provide brands with more efficient and personalized marketing solutions. On the other hand, consumers' demand for products is becoming more diverse and personalized, and they care about the practicality of products, and put forward requirements for product design. More and more consumers are beginning to pay for their personal interests and pursue personalized consumption concepts, and brands and marketing service providers are facing new challenges. -
艾媒报告|2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告
本报告研究涉及企业/品牌/案例:如涵控股,若羽臣,珀莱雅,海澜之家,四季青市场,京东,淘宝,抖音。
其他提及企业/品牌:百草味,三只松鼠,洽洽食品,瑞百年,李子柒螺蛳粉,单身粮伙伴,信良记,高满堂,彩云海鲜,伊利,奈雪的茶,香飘飘,海底捞,幸福西饼,木屋烧烤,携程旅行,途牛,去哪儿,聪明你的旅行,周大福,金至诚珠宝,阿里,拼多多等。
2020年4月26日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,对中国直播电商行业进行全面分析,分别针对食品、服装、化妆品、家电等直播电商的入局行业分析,以及对恰恰、珀莱雅等标杆品牌的典型案例解读,以此分析直播电商的产品特性以及品牌方的发展趋势,判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响,直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商,大大利好直播电商发展。艾媒咨询分析师认为,传统电商推动了消费行为的线上转移,为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加,直播电商将会是短期内最重要的消费行为。
Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game. -
艾媒咨询|2020中国智能音箱产业及产品竞争力评价分析报告
本报告研究涉及企业/品牌/案例:百度小度、天猫精灵。
其他企业/品牌:苹果、亚马逊、阿里巴巴、百度、小米、谷歌、BeSound、音磅、华美兴泰、旷世音箱、乐韵瑞、crazybaby、猫王收音机、国声国学、佳禾智能、小米小爱、索尼、华为、叮咚音箱、腾讯叮当等。
2020年6月3日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020中国智能音箱产业及产品竞争力评价分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,对在智能音箱的行业发展进行分析,结合全球智能音箱的发展情况以及中国智能音箱的发展情况进行深度分析,并且针对百度小度、天猫精灵等产品进行深度分析,判断2020-2021年智能音箱行业的发展趋势。iiMedia Research(艾媒咨询)数据显示,预计2022年全球智能音箱供应市场收入将达到278亿美元,比2018年增长135.6%。智能音箱厂商开始布局多样化的产品矩阵,以满足不同用户群体需求,但是各矩阵产品定位还不是很清晰,功能同质化较高。
According to iiMedia Research, global smart speaker shipments in the first quarter of 2019 were 20.7 million units, with U.S. shipments still leading the way, accounting for 51.2% of the global total, and China shipped 5.0 million units, up 177.8 percent year-on-year. Ai media consulting analysts believe that smart speakers in 2020 to become a popular industry, China's smart speaker industry is in the rapid development stage, smart speakers out to sea has become the current typical model. -
艾媒报告|2020H1后疫时代全球呼吸机等医疗器械产品监测及企业案例报告
本报告研究涉及企业/品牌/案例:美敦力,GE医疗,迈瑞医疗,万孚生物,鱼跃医疗,乐普医疗,九安医疗;其他提及企业/品牌:冠昊生物,华海药业,金域医学,卫宁健康,新和成,健帆生物,费森尤斯医疗,嘉德诺,丹纳赫,史赛克,依视路陆逊梯卡,创业慧康,康恩贝,华北制药,通用电气,西门子,飞利浦,3M,绿盾,霍尼韦尔,保为康POWECOM,CM朝美,UVEX优唯斯,南丁,云南白药,维康WECAN,振德医疗,迪卡侬,锐步,速尔,爱康,KEEP,李宁,亿健,舒华,WALKINGPAD,英派斯,SKG,本博,倍轻松,南极人,凯仕乐,佳仁,茗振,小熊,璐瑶,攀高
2020年4月21日,全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1后疫时代全球呼吸机等医疗器械产品监测及企业案例报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据,对全球范围内的医疗器械产品进行全面分析,并且报告聚焦于疫情问题下的呼吸机、额温枪等医疗器械,具体针对美敦力、GE医疗、迈瑞医疗、万孚生物、鱼跃医疗和乐普医疗等典型案例分析,对2020-2021年医疗器械行业发展进行趋势预判。特别在全球新冠肺炎疫情的严峻情势下,呼吸机、额温枪等医疗器械需求猛增,飞利浦、美敦力等西方医疗器械企业快速提高产量,以支持抗疫工作的迫切需求;同时,中国呼吸机等医疗器械企业的海外业务量有明显增长。艾媒咨询分析师认为,全球疫情势必带动医疗器械行业发展,但中国企业应当在保证自身产品质量的基础上抓住机遇,实现业务出海。
According to the data, the global medical device market has continued to increase in size since 2016, and the global medical device market is expected to reach USD 477.4 billion in 2020. Especially under the influence of the New Crown epidemic, the global demand for medical equipment such as ventilators and oxygen concentrators has increased dramatically. Overseas orders for Chinese medical device companies have skyrocketed. Within a certain period, the concept stocks of ventilator in the A-share market have risen. -
艾媒报告|2020年中国知识付费行业运行发展及用户行为调研分析报告
本报告研究涉及企业/品牌/案例:喜马拉雅,知乎,得到APP,英语流利说;其他提及企业/品牌:吴晓波频道,樊登读书会,混沌大学,蜻蜓FM,逻辑思维,丁香医生,十点读书,3节课,韦林文华,新知榜,短书,鼹鼠世界,荔枝,微课,千聊,微信,微博,中国大学MOOC,腾讯课堂,格子匠,支付宝,懒人听书,凯叔讲故事,网易公开课,腾讯,阅文集团,凯鹏华盈,海纳亚洲,西瑞雅,小鹅通,快手,百度,搜狗,今日头条,豆瓣等。
本报告主要对中国知识付费行业的发展模式的现状进行总结和前景分析,通过对行业发展背景、行业核心数据、知识付费产业链重要环节进行数据监测,并且通过草莓派数据调查与计算系统对知识付费用户行为进行调研(样本量1750),并重点针对得到、英语流利说、知乎、喜马拉雅等不同类型的知识付费平台为典型进行商情分析,对行业总体发展趋势进行解读并深入研究其商业运作模式,预测2021年中国知识付费行业的发展趋势和运营模式。
This report mainly summarizes and analyzes the current status of the development model of the knowledge payment industry in China. It monitors the background of the industry development, industry core data, and important links in the knowledge payment industry chain. Research on paid user behavior (sample size 1750), and focus on different types of knowledge payment platforms such as acquisition, fluency in English, Zhihu, Himalayan, etc. as a typical business situation analysis, interpret the overall development trend of the industry and study its business operations Model, predicting the development trend and operating model of China's knowledge payment industry in 2021. -
艾媒报告|2019年12月中国母婴行业运行状况及头部企业月度监测报告
本报告研究涉及企业/品牌/案例:巴拉巴拉,全棉时代,帮宝适,NIKE,DAVE&BELLA,好孩子,可优比,Moony,贝因美,辉山乳业,阿里云,蒙牛,浙江一鸣,Gerber/嘉宝,Little Freddie/小皮,Heinz/亨氏,Earth’s best/爱思贝,Happy baby/禧贝,Engnice/英氏,Bellamy’s/贝拉米,方广,Eastwes/伊威,RIVSEA/禾泱泱,bio island,Childlife/童年时光,Nemans/纽曼思,Baby Ddrops,BIOSTIME/合生元,Nature’s Way,Eric Favre,CULTURELLE/康萃乐,Autili/澳特力,Ostelin,佳贝艾特,卡洛塔妮,可瑞康,御宝,蓝河,百跃谱恩,圣元圣特拉慕朵拉小羊,羊羊100,和氏,爱他美,启赋,a2,美素佳儿,飞鹤,美赞臣,雅培,惠氏,诺优能,君乐宝,雅培菁智有机,惠氏启赋蕴萃,Healthy times 爱斯时光,飞鹤臻稚,Alra宝贝与我,Neolac悠蓝,蒙牛瑞哺恩,Hipp喜宝,澳优淳璀
随着二孩政策的全面开放、消费升级和她经济崛起,母婴产业发展势头迅猛。本报告主要通过月子中心、婴儿食品、母婴购物、亲子教育四方面对母婴产业进行热点监测及数据分析。iiMedia Research(艾媒咨询)数据显示,2019年,中国月子中心数量可达4439家,但母婴电商获得投融资金额和数量均为近四年最低值。分析师认为,母婴各细分行业负面新闻不断,需要进一步加强行业规范和监管力度,以提升产业竞争力。
With the full opening of the two-child policy, the upgrading of consumption and the rise of her economy, the mother and infant industry is developing rapidly. This report mainly conducts hot spot monitoring and data analysis on the mother and infant industry through four aspects: the confinement center, baby food, mother and baby shopping, and parent-child education. According to iiMedia Research, in 2019, the number of monthly child centers in China can reach 4,439, but the amount and number of investment and financing for mother and baby e-commerce are the lowest in nearly four years. Analysts believe that the negative news in the various mother and infant sub-sectors continues, and it is necessary to further strengthen industry norms and supervision in order to enhance industrial competitiveness. -
艾媒报告|2019中国大众消费企业IPO分析报告
本报告研究涉及企业/品牌/案例:新乳业,西麦食品,天味食品,丸美股份,立华股份,有友,日晨股份,华致酒行,小熊家电,中国飞鹤,瑞幸咖啡,新诺威,久量股份,仙乐健康,三只松鼠,嘉艺控股,植华集团,百威亚太,博尼控股,幸福来,优品360,太兴集团,利华控股集团,香态食品,登辉控股,赏之味
iiMedia Research(艾媒咨询)数据显示,2019年共27家大众消费企业首次公开募股,其中44.4%为食品饮料行业企业。这些企业中有13家沪深股上市,14家境外上市。中国大众消费企业中沪深股上市的占比达56%,退市情况相较境外市场保持稳定。市值排名top10的中国大众消费企业中8家来自食品饮料行业,而2018-2019市值涨幅top10的中国大众消费企业7家来自服装行业。艾媒咨询师认为,大众消费企业中食品饮料领域的巨头公司仍保持竞争优势,服装行业较其他行业具有更多的上市空间。2019年大众消费企业在沪深股和港股退市数目增加,部分大众消费企业面临着库存、门店、获客等多方面的问题, 大众消费企业需要对产品和服务及时进行创新和升级,才能更好地应对新产品、新零售的挑战。
As the data of iiMedia Research showed, there are 27 IPOs of mass-marketed companies in 2019, of which 44.4% are food and beverage companies. 13 of them are listed in Shanghai and Shenzhen stocks market, and 14 are listed overseas. Among the mass-marketed companies in China, the listing of Shanghai and Shenzhen shares accounted for 56%, and the delisting situation remained stable compared to the overseas market. 8 of the Top 10 Chinese consumer companies by market capitalization are from the food and beverage industry, and 7 of the Top 10 Chinese mass-marketed companies by market capitalization of 2018-2019 are from the apparel industry. Analyst from iiMedia Research believes that, the giant companies in the food and beverage sector of mass-marketed companies still maintain competitive advantages, and the apparel industry has more listing space than other industries. In 2019, the number of delisting enterprises from Shanghai and Shenzhen stocks and Hong Kong stocks will increase. Some mass-marketed companies face problems such as inventory, stores, and customer acquisition. Mass-marketed companies need to innovate and upgrade their products and services in time to meet the challenges of new products and new retail. -
艾媒报告|2019-2022中国医疗器械市场大数据及标杆企业运行监测报告
本报告研究涉及企业/品牌/案例:安健科技,万东医疗,康达国际,上海联影,深圳迈瑞佳能,飞利浦,柯达,西门子,GE,安健,万东,通用电气,安科,东软丹纳赫,罗氏,利德曼,强生,科华,美康,九强,日立,迈克,东芝,中生,雅培,迪瑞,大基康明,金杏,致远,成武,长庚,康健,鑫乐,瑞琦,力因精准,积水,威高,拱东,三力,阳普医疗,BD,奥凯龙,重庆多泰,成都威力生,广州暨华,威海威高,山外山,金宝,尼普洛,百特,贝朗,费森透析,美敦力,鱼疗,理邦,尚荣医疗,英科医疗
相比于全球医疗器械市场,近三年中国医疗器械市场的结构已趋向优化但结构依然严重不平衡。早期中国医疗器械市场中,中低端产品占据了将近70%的比例,而高端产品仅占30%左右的比例,而国际医疗器械市场的结构为高端产品占55%,低端产品占45%。如新华医疗、迪安诊断、乐普医疗、鱼跃医疗等积极开拓高端市场及寻求出海发展。艾媒咨询分析师认为,受人工智能、物联网、5G等技术的影响,高端化、智能化和家庭化是中国医疗器械产业发展最为显著的三大趋势。特别是医疗大数据、高端医疗影像设备、家用医疗器械、智能便携式医疗设备等领域将会备受关注。
Compared with the global medical device market, the structure of China's medical device market has been optimized in the past three years, but the structure is still seriously unbalanced. In the early Chinese medical device market, low-end products accounted for nearly 70% of the proportion, while high-end products accounted for only about 30%, while the international medical device market accounted for 55% of high-end products and 45% of low-end products. Such as Xinhua Medical, Dean Diagnostics, Lepu Medical, Yuyue Medical, etc. actively explore the high-end market and seek to develop. iiMedia Research analysts believe that high-end, intelligent and family-oriented are the three most significant trends in the development of China's medical device industry due to the impact of artificial intelligence, Internet of Things, 5G and other technologies. In particular, medical big data, high-end medical imaging equipment, home medical equipment, smart portable medical equipment and other fields will be of great concern. -
艾媒报告|2019中国电子发票行业研究报告
本报告研究涉及企业/品牌/案例:百望云,票易通,海南高灯科技有限公司,博思软件,金蝶发票云,51发票,航天信息股份有限公司,百旺金赋,大象慧云,发票通,简税,易票,云票,瑞宏网,富星电子发票云平台,合力中税电票云平台,瑞宏网,百旺云票
当前数字经济已经成为中国经济发展的新动能,推动传统领域进行数字变革的呼声日渐高涨。电子发票作为中国税务信息化的重要载体以及帮助企业实现数字化转型的有效工具,其推广和应用势在必行。iiMedia Research(艾媒咨询)数据显示,2018年全国电子发票开具数量为32.7亿张,较2017年增长了257.1%,预计2021年将接近500亿张。超六成受访网民对电子发票有所了解,使用率超过三成,且整体满意度较高。在使用场景方面,电商平台是最主要的线上场景,餐厅是最常使用的线下场景。艾媒咨询分析师认为,在政策力推、技术发展、资本支持下,电子发票将会加速渗透,具备较高技术实力和服务能力的玩家有望率先发展,行业马太效应逐渐形成。
At present, the digital economy has become a new driving force of China's economic development, and the voice of promoting digital transformation in traditional fields is growing. As an important carrier of China's tax informatization and an effective tool to help enterprises realize digital transformation, the promotion and application of electronic invoice is imperative. According to the data of iiMedia Research, the number of e-invoices issued nationwide in 2018 was 3.27 billion, an increase of 257.1% compared with 2017, and it is expected to be close to 50 billion in 2021. More than 60% of the netizens interviewed have some knowledge of electronic invoice. Although the utilization rate is less than 30%, the overall satisfaction is high. In terms of use scenarios, e-commerce platform is the most important online scenario, while restaurant is the most commonly used offline scenario. iiMedia consulting analysts believe that under the support of policy promotion, technology development and capital, e-invoice will accelerate penetration, and players with high technical strength and service ability are expected to take the lead in development, and the Matthew effect of the industry is gradually formed.
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