关于“流量”的报告
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. -
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艾媒咨询｜2024年“椰树涉擦边广告被罚”事件舆情监测分析报告
2024年5月6日，椰树集团因使用“椰汁擦乳”等广告语被罚40万元后又强势回应“不服”而备受舆论争议。5月8日，该话题引起中国网民对椰树擦边广告的关注和讨论。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“椰树涉擦边广告被罚”事件舆情监测分析报告》显示，椰树网络口碑5月7日出现明显下滑，后续仍持续走低。截至5月28日，“椰树被罚款”网络口碑已降至26.0。iiMedia Research（艾媒咨询）调研数据显示，近三成的消费者认为品牌最重要的因素是品牌形象，除产品质量以外，品牌形象成为消费者购买产品的关键因素。未来椰树品牌在选择广告营销方式时需要注意合规性及尺度，积极传播正能量。
On May 6th, 2024, Coconut Palm Group was fined 400,000 yuan for using advertisements such as "wiping milk with coconut water" and received a strong "disobedience" response. On May 8, the topic attracted attention and discussion among Chinese netizens on the Coconut Palm edge advertisement. The latest "2024 Public opinion monitoring and analysis report of ‘Coconut Palm involved in rubbing edge advertising was punished’ event " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that Coconut Palm network word of mouth on May 7, a significant decline, the follow-up continued to fall. As of May 28, the online reputation of "coconut trees being fined" has dropped to 26.0. iiMedia Research data shows that nearly 30% of consumers believe that the most important factor for a brand is brand image. In addition to product quality, brand image has become a key factor for consumers to buy products. In the future, Coconut Palm brand should pay attention to compliance and scale when choosing advertising and marketing methods, and actively spread positive energy. -
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艾媒咨询｜2022年中国品牌营销及消费行为监测报告
移动广告市场在2015年赶上了移动互联网流量爆发的大行情，整体规模迅速增长，2025年预计将达4867.6亿元。随着流量红利逐渐减弱，移动广告结束了流量竞争的时代，整体行业落入稳定发展期，转而步入政策监管加强、内容竞争为王的阶段，规模增速趋于稳定。调研数据显示，在购买商品过程中，超过六成的消费者表示会认准特定品牌；在购买不同品类的商品过程中，消费者对3C数码、美妆护肤等品类的品牌最为重视。消费者最喜欢通过电商平台、社交媒体、品牌官网三个渠道了解产品的相关信息。流量红利消失后，品牌营销进入内容营销时代，好品牌都在深挖品牌内在价值，以品牌IP、差异化形象、产品质量、体验和认知价值等维度展开新一轮的品牌竞争。
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