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年中国香水行业研究及消费者洞察报告

国民消费水平的提升、消费场景的拓宽以及“他经济”的崛起都有力促进了中国香水市场空间的扩容，香水赛道迅猛发展。2023年中国香水市场规模已达207亿元，预计2029年有望达到515亿元。产业链分布上，上游的全球香料香精市场仍处于国外寡头垄断的格局，市场呈现高度集中化。而中游市场上，国际知名品牌仍占主流地位，中国本土品牌也不断涌现。下游渠道上，香水电商渠道销量表现强势，线下体验店将为未来品牌重要布局。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年中国香水行业研究及消费者洞察报告》数据显示，中国近七成香水消费者为女性，50毫升与30毫升规格的香水产品最受市场欢迎，选择占比分别为36.3与20.0%。目前，香水的消费场景正在拓宽，香水的使用不再囿于社交与工作的场合，而是更多地被视为一种情绪上的“悦己体验”。相关品牌应紧跟消费热点，开发具有情绪疗愈功能的香水产品，增加产品使用的仪式感和悦己价值，从而满足消费者对情绪体验与生活品质的追求。
The improvement of people's living standards, the expansion of consumption scenarios, and the rise of the "him economy" have all contributed to the expansion of China's perfume market, driving the perfume industry to grow rapidly. In 2023, the scale of China's perfume market reached 20.7 billion yuan, and is expected to reach 51.5 billion yuan by 2029.In terms of the industrial chain distribution, the upstream global fragrance and flavor market is still dominated by foreign oligopolies, with a highly concentrated market. In the middle stream market, international well-known brands still occupy the mainstream position, while Chinese domestic brands are also emerging. In the downstream channel, the online perfume channel has strong sales performance, and offline experience stores will be an important layout for future brands. According to the latest report on the 2024-2025 China Perfume Industry Research and Consumer Insights released by iiMedia Research (iiMedia Research), a global new economy industry third-party data mining and analysis institution, nearly 70% of Chinese perfume consumers are women, and the 50ml and 30ml specifications of perfume products are the most popular in the market, with a choice ratio of 36.3% and 20.0%, respectively. Currently, the consumption scenarios of perfume are expanding, and the use of perfume is no longer limited to social and work occasions, but is increasingly seen as a "self-indulgent experience" in terms of emotions. Relevant brands should follow consumer trends and develop fragrances with emotional healing functions to increase the sense of ritual and self-indulgence in product use, thereby meeting consumers' pursuit of emotional experiences and quality of life.

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｜2024-2025年中国新式茶饮行业发展现状与消费趋势调查分析报告

随着中国新式茶饮市场空间逐渐饱和，行业进入存量竞争阶段，品牌内卷程度加剧。除了采取降价策略，各企业通过开拓品类、创新营销、品牌出海等多元手段寻求破局。截至2023年9月末，蜜雪冰城海外门店已有4000家；2024年7月，喜茶、霸王茶姬陆续亮相巴黎，为奥运助力，借助国际赛事营销提升全球影响力。2024年8月，茶颜悦色在长沙开出首家零食生活杂货店，零售生意成为新式茶饮品牌竞争的新阵地。iiMedia Research（艾媒咨询）数据显示，预计未来几年中国新式茶饮市场规模将维持小幅但稳定的增长态势，到2028年有望突破4000亿元。
With the gradual saturation of China's new tea drink market, the industry has entered the stage of stock competition, and brand competition has intensified. In addition to price cuts, companies seek changes by developing new products, innovative marketing, and going to sea. By the end of September 2023, MIXUE has 4,000 overseas stores; In July 2024, HEYTEA and CHAGEE appeared in Paris to enhance their global influence with the help of Olympic marketing. In August 2024, CHAYANYUESE opened a snack grocery store, and the retail business has become a new frontier in the competition for new tea brands. iiMedia Research data show that it is expected that in the next few years, the size of China's new tea market will maintain a small growth, and is expected to exceed 400 billion yuan by 2028.

艾媒咨询 | 2024-2025年中国月饼消费市场大盘点及趋势分析报告

月饼作为节日食品，承载着庆祝中秋这一传统节日的功能，也是人们表达亲情、友情和敬意的媒介。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年中国月饼消费市场大盘点及趋势分析报告》数据显示，2023年中国月饼销售规模达271.3亿元，2024年有望达300.1亿元，同比增长10.6%。艾媒咨询分析师认为，月饼是中国节日特色出口商品，也是连接着海外华人与家乡亲情的纽带。随着中国文化在海外的加速传播，月饼也逐渐被海外消费者熟知和喜爱。月饼的消费场景越趋日常化，消费者对健康化月饼的需求逐渐增加，月饼健康化将成为行业的大趋势。
As a festival food, mooncake carries the function of celebrating the traditional Mid-Autumn Festival, and is also a medium for people to express family affection, friendship and respect.. According to the latest "2024-2025 China Mooncake Consumer Market Overview and Trend Analysis Report" released by iiMedia Research, The sales volume of mooncakes in China reached 27.13 billion yuan in 2023 and is expected to reach 30.11 billion yuan in 2024, up 10.6% year-on-year. Analysts from iiMedia Consulting believe that mooncake is a special export commodity of Chinese festivals, and it is also a link between overseas Chinese and their hometown. With the accelerated spread of Chinese culture overseas, mooncakes are gradually known and loved by overseas consumers. The consumption scene of mooncakes is becoming more and more everyday, and the demand of consumers for healthy mooncakes is gradually increasing, and healthy mooncakes will become the general trend of the industry.

艾媒咨询 | 2023-2024年中国新国货消费行为监测与商业趋势研究报告

90后、00后的新青年消费群体成为消费市场的新力军，推动消费需求更迭，年轻消费群体成为国货消费主力，各行业的国货需求存在区域差异等特点，越来越多的消费者愿意为国货买单。调研数据显示，年轻群体已成为国货市场的消费主力，超六成消费者集中在19-35岁之间，“理智型动机”成为年轻群体购物主要导向之一。
艾媒咨询分析师认为，年轻消费者市场品牌竞争压力较大，国货品牌需迎合年轻消费者的需求进行升级，才能在市场中拥有竞争力。
The new young consumer group of the post-90s and post-00s has become a new force in the consumer market, promoting the change of consumer demand. The young consumer group has become the main consumer of Chinese goods. The demand for Chinese goods in various industries is characterized by regional differences. More and more consumers are willing to pay for Chinese goods. The survey data shows that Young people have become the main consumer force in the domestic market, with over 60% of consumers concentrated between the ages of 19 and 35. "Rational motivation" has become one of the main shopping directions for young people..
iiMedia Research analysts believe that the brand competition pressure in the young consumer market is high, and domestic brands need to upgrade to meet the needs of young consumers in order to have competitiveness in the market.

艾媒咨询 | 2024年中国眼镜市场消费者需求洞察分析报告

随着电子产品在生活中的普及，消费者对眼镜的需求趋向多样化和个性化。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年中国眼镜市场消费者需求洞察分析报告》数据显示，近视眼镜以60.30%的占比位居第一，显示出近视人群对眼镜的高需求。中国消费者对暴龙（34.89%）品牌认知度最高，其次是海伦凯勒（29.66%）和雷朋（28.17%）。
艾媒咨询分析师认为，眼镜市场呈现多元化趋势，包括品种、材质、功能以及销售渠道的多元化，同时消费者对眼镜的时尚性和健康性有更高的期待。
With the popularization of electronic products in life, consumers' demand for glasses tends to be diversified and personalized. According to the latest "2024 China Eyewear market consumer demand insight analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, myopic glasses occupy the first place with 60.30%, showing the high demand for glasses among myopic people. Chinese consumers have the highest brand awareness of Tyrannosaurus (34.89%), followed by Helen Keller (29.66%) and Ray-Ban (28.17%).
Analysts from iiMedia Consulting believe that the glasses market presents a diversified trend, including variety, material, function and diversification of sales channels, while consumers have higher expectations for the fashion and health of glasses.

艾媒咨询｜2024-2025年中国无糖饮料行业研究及消费者洞察报告

随着国民消费观念和消费方式不断升级，追求健康生活方式已是大势所趋。无糖化、低糖化渐成全球健康饮食新标准，无糖饮料行业得到快速发展。2023年中国无糖饮料市场规模已达401.6亿元，预计2028年有望达815.6亿元。产业链分布上，上游的茶叶、咖啡豆等原料需求激增，消费旺盛。中游市场上头部企业竞争优势突出。下游渠道上，即时零售业态风起，成为无糖饮料品牌商的新增长渠道。健康属性成为无糖饮料受消费者青睐的主要原因，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年中国无糖饮料行业研究及消费者洞察报告》数据显示，45.5%的消费者在购买无糖饮料时注重其健康、减脂效果。目前，线上商超、电商平台为无糖饮料主要购买渠道，即时零售成全渠道发展新增量。未来，无糖饮料市场将朝着“大健康化”的消费方向发展。相关品牌应建立自身技术壁垒，突出产品的差异化和功能化优势，从而满足消费者日趋多元的需求。
As the national consumption concept and methods continue to upgrade, the pursuit of a healthy lifestyle has become an irresistible trend. Sugar-free and low-sugar diets are gradually becoming the new global standard for healthy eating, and the sugar-free beverage industry is developing rapidly. In 2023, the market size of sugar-free beverages in China has reached 40.16 billion yuan, and it is expected to reach 81.56 billion yuan by 2028. In terms of industry chain distribution, the demand for raw materials such as tea leaves and coffee beans in the upstream has surged, and consumption is vigorous. In the midstream market, leading companies have a prominent competitive advantage. In the downstream channels, instant retail formats are emerging, becoming a new growth channel for sugar-free beverage brands. Health attributes have become the main reason for sugar-free beverages to be favored by consumers. The latest "2024-2025 China Sugar-Free Beverage Industry Research and Consumer Insight Report" released by iiMedia Research, a third-party data mining and analysis institution of the global new economic industry, shows that 45.5% of consumers pay attention to the health and fat reduction effects when purchasing sugar-free beverages. At present, online supermarkets and e-commerce platforms are the main channels for purchasing sugar-free beverages, and instant retail has become an additional volume for the development of all channels. In the future, the sugar-free beverage market will develop towards the direction of "big health" consumption. Relevant brands should establish their own technical barriers, highlight the differentiation and functional advantages of products, so as to meet the increasingly diverse needs of consumers.

艾媒咨询 | 2023年”国产羽绒服涨价“事件商情监测分析报告

近日，话题“国产羽绒服卖到7000元”登上微博热搜第一，引起网友对国产羽绒服价格的关注和讨论，“羽绒服涨价把市场让给了军大衣”、“波司登平均价格已升至1600元”等国产羽绒服涨价相关话题频频登上热搜。iiMedia Research（艾媒咨询）数据显示，近八成消费者接受1200元以下的羽绒服。截止11月30日，“国产羽绒服”网络口碑已降至32.5。网友观点分化明显，呈现支持、中立及反对态度，事件论点集中于“国货该不该高端”、“价格与质量是否成正比”等问题上。国货羽绒服高端化是实现国货振兴的重要途径，打破“国货等于平价”的刻板印象还需用品质说话。
On November 22, 2023, the topic #Domestic down jacket sold to 7,000 yuan# hit the first microblogging hot search, causing netizens to pay attention to and discuss the price of domestic down jackets, “down jacket price hike ceded the market to the military coat”, #bosideng average price has risen to 1,600 yuan# and other topics related to the price increase of domestic down jackets are frequently on the hot search. iiMedia Research data show that nearly 80% of consumers accept down jackets that cost less than 1,200 yuan. As of November 30th, the Internet Word of Mouth (IWOM) for "domestic down jackets" has dropped to 32.5. In this public opinion event, netizens' views are clearly differentiated, showing support, neutrality, and opposition, with the argument focusing on "whether national products should be high-end", "Price and quality is proportional" and other issues. National down jacket high-end is an important way to realize the revitalization of national products, to break the stereotype of "national products equal to affordable" need to speak with quality.

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.