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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|2023年“董宇辉小作文事件”舆情监测分析报告
近日,“董宇辉小作文事件”相关话题热度不断,引发了大众对公司管理、企业文化和个人价值等方面的质疑和讨论,对此,本报告对“董宇辉小作文事件”进行了舆情监测分析。iiMedia Research(艾媒咨询)数据显示,有关“董宇辉小作文事件”的话题讨论热度自12月11日开始不断上升,整体网络口碑偏向负面,社会大众对事件的看法各异,网友态度呈负面转向。同时,效率、价格与情感是消费者进行直播间购物的重要考量点,直播行业在精神和物质层面对社会具有双重影响。
Recently, the topic of "Dong Yuhui's small essay incident" has been heated up, triggering questions and discussions about the company's management, corporate culture, and personal values, etc. Therewith, this report monitors and analyses the public opinion on "Dong Yuhui's small essay incident". According to iiMedia Research, the topic of "Dong Yuhui's small essay incident" has been rising since December 11, and the overall Internet word-of-mouth is on the negative side, with the general public having different views on the incident, and netizens' attitudes taking a negative turn. At the same time, efficiency, price and emotion are the most important considerations for consumers to make purchases in live broadcasting, and the live broadcasting industry has a dual impact on society in both spiritual and material aspects. -
艾媒咨询|2024-2025年中国美妆行业发展现状与消费趋势报告
随着中国消费者文化自信意识的觉醒以及数字化经济的加速演进,国产化妆品品牌初步具备了与国际化妆品品牌抗衡的规模。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下,国内化妆品消费持续增长。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年中国美妆行业发展现状与消费趋势报告》数据显示,2024年中国消费者在购买化妆品时,最关注的因素是产品成分(58.8%)和产品功效(41.4%);超三成的消费者认为化妆品存在的主要问题是产品说明模糊和化妆品功效持续时间短。随着短视频平台的兴起,化妆品市场规模不断扩大,消费者需求也在不断变化。未来,中国化妆品行业市场仍然具有巨大的发展潜力。
With the awakening of Chinese consumers' cultural self-confidence and the accelerated evolution of digital economy, domestic cosmetics brands have initially possessed the scale to compete with international cosmetics brands. Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest Research Report on the development status and consumption trend of China's beauty industry from 2024 to 2025 released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, Chinese consumers will buy cosmetics in 2024. The most concerned factors were product composition (58.8%) and product efficacy (41.4%). More than 30% of consumers believe that the main problems with cosmetics are vague product descriptions and the short duration of cosmetic efficacy. With the rise of short video platforms, the size of the cosmetics market continues to expand, and consumer demand is constantly changing. In the future, China's cosmetics industry market still has huge potential for development. -
艾媒咨询 | 2023-2024中国饰品产业发展状况与消费者行为变化监测调查报告
随着居民消费水平的提高,消费整体呈现恢复向好态势,饰品行业供需两端双向回暖。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《2023-2024年中国饰品产业发展状况与消费者行为变化监测调查报告》数据显示,2023年中国社会消费品零售总额累计值为47.2万亿元,同比增长7.2%。其中金银珠宝类商品零售累计值增长至3310亿元,增长率为9.8%。 在宏观经济环境和消费需求的共同影响下,我国饰品行业消费市场将继续扩大。当前,居民消费正处于持续升级阶段,国内消费市场呈现出“品质消费需求旺盛”的特点,实用性、美观性、实惠性已成为消费者购买饰品时的主要考量因素。此外,饰品行业的消费群体愈发年轻,90后乃至千禧一代已逐渐成为黄金珠宝饰品的主力消费群体,这将推动饰品行业在产品设计和营销模式方面进行升级与革新。截至2023年,众多时尚珠宝品牌纷纷推出与热门动漫游戏联名的产品,以个性潮流的设计与年轻消费者实现情感共鸣。未来,将会有更多的珠宝品牌通过联名的方式为品牌赋予更多可能性。
With the improvement of residents' consumption level, consumption as a whole has shown a positive trend of recovery, and the supply and demand of the jewelry industry have picked up in both directions.According to the latest "2023-2024 China Jewelry Industry Development Status and Consumer Behavior Change Monitoring Survey Report" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, in 2023, the cumulative value of China's total retail sales of consumer goods will be 47.2 trillion yuan, a year-on-year increase of 7.2%. Among them, the cumulative retail value of gold, silver and jewelry increased to 331 billion yuan, with a growth rate of 9.8%.Under the combined influence of the macroeconomic environment and consumer demand, the consumer market of China's jewelry industry will continue to expand. At present, residents' consumption is in the stage of continuous upgrading, the domestic consumer market presents the characteristics of "strong demand for quality consumption", practicality, aesthetics, and affordability have become the main considerations for consumers when buying jewelry. At the same time, the consumer group of the jewelry industry is getting younger and younger, and the post-90s generation and even millennials have gradually become the main consumer group of gold jewelry, which will promote the upgrading and innovation of the jewelry industry in terms of product design and marketing model. As of 2023, many fashion jewelry brands have launched co-branded products with popular anime and games, and achieved emotional resonance with young consumers with personalized and trendy designs. In the future, there will be more jewelry brands that will give more possibilities to the brand through co-branding. -
艾媒咨询|2024年中国饰品行业发展状况与消费行为洞察报告
随着居民消费水平的提高,消费整体呈现恢复向好态势,饰品行业供需两端双向回暖。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年中国饰品行业发展状况与消费行为洞察报告》数据显示,2023年中国社会消费品零售总额累计值为47.2万亿元,同比增长7.2%。其中金银珠宝类商品零售累计值增长至3310亿元,增长率为9.8%。在宏观经济环境和消费需求的共同影响下,我国饰品行业消费市场将继续扩大。当前,居民消费正处于持续升级阶段,国内消费市场呈现出“品质消费需求旺盛”的特点,实用性、美观性、实惠性已成为消费者购买饰品时的主要考量因素。同时,饰品行业的消费群体愈发年轻,90后乃至千禧一代已逐渐成为黄金珠宝饰品的主力消费群体,这将推动饰品行业在产品设计和营销模式方面进行升级与革新。截至2023年,众多时尚珠宝品牌纷纷推出与热门动漫游戏联名的产品,以个性潮流的设计与年轻消费者实现情感共鸣。未来,将会有更多的珠宝品牌通过联名的方式为品牌赋予更多可能性。
With the improvement of residents' consumption level, consumption as a whole has shown a positive trend of recovery, and the supply and demand of the jewelry industry have recovered in both directions.According to the latest "2023-2024 China Jewelry Industry Development Status and Consumer Behavior Insight Report" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, In 2023, the cumulative value of China's total retail sales of consumer goods will be 47.2 trillion yuan, a year-on-year increase of 7.2%. Among them, the cumulative retail value of gold, silver and jewelry increased to 331 billion yuan, with a growth rate of 9.8%. Under the combined influence of the macroeconomic environment and consumer demand, the consumer market of China's jewelry industry will continue to expand. At present, residents' consumption is in the stage of continuous upgrading, and the domestic consumer market is characterized by "strong demand for quality consumption", and practicality, aesthetics and affordability have become the main considerations for consumers when purchasing jewelry. At the same time, the consumer group of the jewelry industry is getting younger and younger, and the post-90s generation and even millennials have gradually become the main consumer group of gold jewelry, which will promote the upgrading and innovation of the jewelry industry in terms of product design and marketing model. As of 2023, many fashion jewelry brands have launched co-branded products with popular anime and games, and achieved emotional resonance with young consumers with personalized and trendy designs. In the future, there will be more jewelry brands that will give more possibilities to the brand through co-branding. -
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. -
艾媒咨询|2021-2022年中国低度酒行业现状与发展趋势研究报告
本报告涉及的案例/品牌/企业:RIO、兰舟
在新生代群体的消费理念和休闲放松需求驱使下,低度酒市场在近年发展迅猛。iiMedia Research(艾媒咨询)数据显示,2017-2021年,中国低度酒销售市场规模整体保持高速增长态势,预计2022年将突破5000亿元。艾媒咨询分析师认为,在供给侧,传统品牌和新品牌都在纷纷布局低度酒市场,市场供给充裕;在消费侧,Z时代已经成为社会消费的新力军,低度酒在产品形态、品牌营销等方面都与Z时代消费理念相契合,市场发展前景一片利好。
Driven by the consumption concept and relaxation demand of the new generation groups, the low-alcohol market has developed rapidly in recent years. According to data from iiMedia Research, from 2017 to 2021, the overall sales scale of China's low-alcohol wine will maintain a high-speed growth trend, and it is expected to exceed 500 billion yuan in 2022. According to the analyst opinion of iiMedia Research, on the supply side, traditional brands and new brands are laying out the low-degree wine market, and the market supply is abundant; on the consumption side, the Z era has become a new force in social consumption, and the low-alcohol wine is in line with the Z-era consumption concept in terms of product form and brand marketing. The market development prospects are favorable. -
艾媒咨询|2024年中国生活美容及轻医美市场研究报告
随着居民生活水平的提高和审美观念的转变,美容行业逐渐形成一个庞大的产业链,从基本的护肤、化妆到整形、微整形等,美容行业的服务范围越发广泛。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年中国生活美容及轻医美市场研究报告》数据显示,2023年中国美容行业市场规模已达2804.0亿元,预计2025年市场规模有望达到3816.0亿元。未来,科技美容将成为美容行业的一个重要发展方向。数据显示,2017-2023年间中国轻医美市场用户规模不断增长,2023年其用户规模达2354万人,预计到2025年将达3105万人。用户规模的持续增长,表明中国轻医美市场呈现快速发展趋势,整个市场仍有巨大的发展潜力。
With the improvement of residents' living standards and the change of aesthetic concepts, the beauty industry has gradually become a huge industrial chain, from basic skin care, makeup to plastic surgery, micro-plastic surgery, etc., the service range of the beauty industry is more and more extensive. According to the latest "China Life Beauty and light Medicine Beauty Market Research Report 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's beauty industry has reached 280.04 billion yuan in 2023. It is expected that the market size is expected to reach 381.60 billion yuan in 2025. In the future, science and technology beauty will become an important development direction of the beauty industry. Data show that the user scale of China's light medical beauty market continues to grow between 2017 and 2023, with the user scale reaching 23.54 million in 2023 and is expected to reach 31.05 million in 2025. The continuous growth of the user scale indicates that China's light medical beauty market is showing a rapid development trend, and the entire market still has huge development potential.
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