舆情报告|李子柒爆红事件舆情监测报告

本报告研究涉及企业/品牌/案例：新华网,央视新闻,新京报,李子柒

这几天，知名视频博主李子柒，因在境外视频网站上拥有超高人气和关注度，再次引发人们的讨论。许多人认为，李子柒的作品具有文化输出的意义。这一结论也引发了一些争议，但近日共青团中央发声：李子柒的视频内容体现了中国的文化交流自信，是一种生活的新方式。
These days, the well-known video blogger Li Ziqi has once again sparked discussion due to his high popularity and attention on overseas video websites. Many people believe that Li Ziqi's works are culturally significant. This conclusion has also caused some controversy, but recently the Communist Youth League Central Committee voiced: Li Ziqi's video content reflects the confidence of Chinese cultural exchanges and is a new way of life.

艾媒咨询|2021年中国国潮品牌崛起研究报告

本报告研究涉及企业/品牌/案例：安踏，李宁，回力，完美日记，花西子，华为，大疆，小米，李子柒品牌

2021年5月7日，由广州市广告行业协会联合时代华商商学院品牌发展协会共同举办的“2021品牌发展高峰论坛”成功举行。论坛以“驱动品牌新格局·引领市场新消费”为主题，邀请学术界、企业界代表作主题交流、报告发布、圆桌讨论，共同探讨在国内新消费升级的大背景下品牌如何布局发展，寻找新消费环境下的品牌新机遇、新动能。
论坛中，艾媒咨询集团CEO兼首席分析师张毅发布了《2021中国国潮品牌崛起研究报告》，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，对中国国潮经济发展背景、现状、模式等进行全面分析，并结合用户调研数据及典型国潮品牌发展介绍，为2021年国潮品牌的发展方向提供了参考和借鉴。
On May 7, 2021, the "2021 Brand Development Summit Forum" jointly organized by the Guangzhou Advertising Industry Association and the Time China Business School Brand Development Association was successfully held. The theme of the forum is "Drive the new brand pattern and lead the new consumption of the market". Representatives from academia and business circles are invited to make thematic exchanges, report releases, and roundtable discussions to discuss how to develop the brand in the context of new domestic consumption upgrades, and to find new ones. Brand new opportunities and new momentum in the consumer environment.
In the forum, Zhang Yi, CEO and chief analyst of iiMedia Consulting Group, released the "2021 China National Tide Brand Rise Research Report", which is based on the basic data of iiMedia Data Center, iiMedia Consulting Business Intelligence Database, and iiMedia Business Sentiment and Public Opinion Data Monitoring System. , A comprehensive analysis of China’s Guochao’s economic development background, current situation and model, combined with user survey data and introduction of typical Guochao brand development, provides reference and reference for the development direction of Guochao’s brand in 2021.

艾媒舆情|2020年9月中国食品餐饮行业舆情监测报告

iiMedia Research(艾媒咨询)数据显示，2020年上半年，全国消协组织受理商品类投诉247,796件。其中食品类共38,788件，位居商品类投诉第三，占商品投诉总量的6.9%，同比上升3.3% 。

艾媒咨询|2021年9-10月中国直播电商行业运行数据监测双月报告

本报告涉及的案例/品牌/企业：无忧传媒，大禹网络，OST传媒

直播电商行业发展迅猛，规模也在不断增加，直播电商为当地带来了就业机会和脱贫机遇。各地地方政府积极鼓励并发展直播电商，强调直播电商带动经济发展的作用，并制定相关政策予以支持。值得注意的是。2021年1-10月末间，各大品牌和商家不断创新直播形式来吸引消费者。艾媒咨询分析师认为，创新直播形式能够提升品牌知名度，但是过于娱乐化容易让消费者忽略产品的存在，不利于消费者转化。
The live broadcast e-commerce industry is developing rapidly and its scale is also increasing. The live broadcast e-commerce has brought employment opportunities and poverty alleviation opportunities to the local people. Local governments actively encourage and develop live e-commerce, emphasize the role of live e-commerce in driving economic development, and formulate relevant policies to support it. It is worth noting that. From January to the end of October 2021, major brands and businesses continue to innovate live broadcasting forms to attract consumers. AI media consulting analysts believe that the innovative live broadcasting form can improve brand awareness, but too entertainment is easy for consumers to ignore the existence of products, which is not conducive to consumer transformation.

艾媒报告|2019-2021中国汉服产业数据调查、用户画像及前景分析报告

本研究报告涉及企业/品牌/案例：汉尚华莲，百雀羚，阿玛尼、纪梵希、YSL，故宫博物院文创馆，盘子女人坊，织羽集，重回汉唐，十三余，兰若庭，钟灵记，梨花渡，花朝记，都城南庄，流烟昔冷，华姿仪赏，明华堂，九锦司,飞羽汉服，花醉月，梨花庄，梵猫，闺仪

近年来中国汉服逐渐发展成一个较大规模的产业，并在年轻消费群体中得到迅速推广。2018年汉服爱好者数量达到204.2万人，同比增长72.9%。艾媒咨询分析师认为，未来2-3年中国汉服市场仍将保持增长态势， 2019年销售额预计将达14.1亿元。

2014年至2018年，中国汉服爱好者不断增长，在其消费群体中女性的比例逐年升高。受到消费升级的影响，消费者的需求也越来越趋向于个性化，而能满足不同的需求的产品也能表现出更高的溢价能力。例如汉服高端品牌——明华堂，售卖的汉服单品通常在3500元左右，套装定价在9000元以上。iiMedia Research（艾媒咨询）调查显示，从汉服消费者的购买动机来看，有47.2%的消费者是出于对汉服文化的喜欢，也有40.3%的消费者是出于对流行时尚的追求，说明汉服文化的魅力对消费者的吸引力是最大的，而影视频等网络宣传所定义的流行时尚，也是年轻人购买汉服的一大影响因素。

From 2014 to 2018, Chinese Hanfu enthusiasts continued to grow, and the proportion of women in their consumer groups increased year by year. Affected by consumption upgrades, consumer demand is becoming more and more personalized, and products that can meet different needs can also show higher premium capabilities. For example, Minghuatang, a high-end brand of Hanfu, usually sells Hanfu singles at around 3,500 yuan, and sets are priced at more than 9,000 yuan. According to the iiMedia Research survey, from the perspective of Hanfu consumers ’purchase motivation, 47.2% of consumers are out of favor of Hanfu culture, and 40.3% of consumers are in pursuit of fashion. It shows that the charm of Hanfu culture is the most attractive to consumers, and the fashion defined by online propaganda such as movie and video is also a major influencing factor for young people to buy Hanfu.

艾媒咨询 | 2023年中国螺蛳粉行业发展现状及消费行为分析报告

iiMedia Research(艾媒咨询)数据显示，2022年柳州螺蛳粉全产业链销售收入达600.7亿元，同比增长19.8%。未来柳州螺蛳粉产业将保持增长态势，预计2025年达889.9亿元。艾媒咨询分析师认为，一个日趋完善的柳州螺蛳粉产业链和多元的产业新业态正在柳州加速形成，不断带动原材料和衍生产品的发展，形成多赢局面。

艾媒咨询|2021年7-8月中国直播电商行业运行数据监测双月报告

本报告涉及的案例/品牌/企业：点淘，快手，抖音，微念，二咖传媒，青藤文化

如今，越来越多的平台想要进入直播电商市场，但目前占据龙头的还是淘宝、快手和抖音。艾媒咨询分析师认为，直播电商行业发展势头良好，但是新平台想要进入并做好直播市场，还是需要有庞大的基础量。值得注意的是，直播电商市场潜力大，大平台形成较为成熟的组织架构，但同时也存在许多问题。比如直播售假现象频发、网络达人素质低下等，这些都需要法律的规范和严格的监管。
Nowadays, more and more platforms want to enter the live broadcast e-commerce market, But tiktok is still the leader of Taobao, Kwai Fu and jitter. AI media consulting analysts believe that the development momentum of the live broadcast e-commerce industry is good, but the new platform still needs a huge foundation to enter and do a good job in the live broadcast market. It is worth noting that the live e-commerce market has great potential, and the large platform forms a relatively mature organizational structure, but there are also many problems. For example, the phenomenon of live selling fake goods is frequent, and the quality of network professionals is low, which all need legal norms and strict supervision. (“iiiMedia Report | Bi-Monthly Operation Data Monitoring Report of Chinese Live E-Commerce Industry from July to August 2021” full version has 43 pages in total, please click the Browse HD Report button on the right side of the article to browse the report)

艾媒咨询|2020年中国螺蛳粉行业发展现状及消费者分析报告

本报告研究涉及企业/品牌/案例：李子柒螺蛳粉，好欢螺，三只松鼠，肯德基。
其他企业/品牌：嘻螺会，柳之味，只投螺碗，柳江人家，食战家，董阿姨，肖叔叔。


螺蛳粉的不断普及，不仅成就了好欢螺、嘻螺会等螺蛳粉品牌，还吸引了网红品牌（如李子柒）、零食品牌（如三只松鼠）及餐饮品牌（如肯德基）入局，行业竞争愈发激烈。iiMedia Research（艾媒咨询）数据显示，2020年，中国螺蛳粉消费者购买产品的渠道分布中，网上商城以51.54%的比例居于首位。艾媒咨询分析师认为，淘宝、天猫等网络购物平台上的螺蛳粉产品种类丰富、口味多样，消费者的可选择性更大。

Data show that in the first half of 2020, the output value of bagged snail flour in Liuzhou reached 4.98 billion yuan, and it is expected to reach 9 billion yuan in 2020. Under the new model of live broadcast and delivery, snail noodles became a new online celebrity food, and sales increased significantly during the epidemic. Driven by the snail powder, the industrial chain has also begun to develop, providing new impetus for the industrial development of Liuzhou.

艾媒咨询|2020年9-10月中国直播电商行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：蚊子会、头条易、遥望网络。

10月中旬开始，随着线上购物节“双11”的临近，各主要平台竞相开启各式各样的预热活动，直播电商网络热度逐渐回升。2020年10月，直播电商总观看次数达到249.09亿次，同比增长1.48%;开播主播总数11.44万人，其中店铺主播占比依旧最大，而达人主播数量则从8月份的0.69万家降低到10月的0.49万家，占比33%。艾媒咨询分析师认为，随着直播电商不再只是粗放型低价促销，而逐渐走向垂直化和精细化，直播电商行业将逐步朝向规范化方向发展。

From the middle of October, with the approach of online Shopping Festival "double 11" , major platforms are competing to open a variety of warm-up activities, live e-commerce network fever gradually pick up. In October 2020,24.909 billion views were viewed by direct-broadcast merchants, up 1.48 percent year-on-year. Of the 114,400 anchorpersons on-air, store anchorpersons still accounted for the largest share, the number of "the voice" hosts dropped from 6,900 in August to 4,900 in October, accounting for 33 percent of the total. Ai Media consulting analysts believe that with the direct broadcast e-commerce is no longer just extensive low-price promotions, but gradually move to the vertical and refined, the direct broadcast e-commerce industry will gradually move to the direction of standardization.

艾媒舆情|“李雪琴经历直播带货造假” 事件舆情监测报告

2020年11月11日，李雪琴受邀参与某产品直播带货，直播结束时显示观看人数达311万。后经工作人员揭秘，其中只有不到11万人是真实存在的。随着直播电商市场愈发火热，数据造假、流量刷单等问题也频频曝出，商家应避免盲目跟风，提防虚假繁荣。