中国营销行业AI应用丨研究报告 AI营销正进入到以"人"为颗粒度的个性化营销时代 营销5.0阶段兼具前几个营销阶段特征，技术赋能基础上搭建更为高级的营销框架，应用"类人技 术"在整个消费者体验过程中创造、传播较符合提升价值的活动。也是在此阶段，AI营销概念进入 探索期。发展到今天，AI营销进入到普及期，品牌及服务商创建专属营销大模型，由AI生成的多 模态广告内容形式更多样、ROI大幅提升，产品使用门槛大幅降低，未来会生成以"人"为颗粒度的 个性化营销，真正做到"千人千面"营销内容。 核心摘要： 人工智能（AI）技术的迅猛发展，为营销行业的数字化转型注入了新的活力，推动营销从赋能走向全能，开 启了一场深刻的变革。AI营销已成为业界关注的焦点，其核心在于突破传统营销的局限，构建全新的营销机 制，为品牌传播打造高效、精准、个性化的新型业务模式。具体而言，AI与营销的融合表现在营销生产力、 应用策略和组织、流程等多方面的适配与调整。本报告为帮助市场更清晰地了解当前AI营销市场发展的脉 络，认识AI营销业务链路变革、探究应用实践场景多样性及价值，并针对营销生态的发展、AI技术发展相关 延伸问题展开探讨。 AI营销概念及 ...

Group 1: Luxury Brands Response - Mainstream luxury brands are responding to the "quiet luxury" trend with strategies like "symbol bombardment" and "parody deconstruction" to strengthen identity recognition, while also incorporating elements of quiet luxury into their designs [2] - Luxury brands like Prada and Louis Vuitton are opening restaurants to enhance brand image and drive sales, adapting to changing consumer demands and the rise of local brands [3] Group 2: Underwear Industry Challenges - The trend of "going braless" among young women is impacting the traditional lingerie industry, leading to significant declines in sales for several companies as consumers prioritize comfort over style [5][8] - The lingerie market is facing challenges with many listed companies reporting performance declines, prompting traditional brands to innovate and adapt to new consumer preferences [8] Group 3: Sportswear Market Dynamics - The Chinese sportswear market is experiencing a surge, with domestic brands surpassing Nike and Adidas in revenue, driven by innovation and a focus on mid-to-high-end markets [7] - Companies like Anta and 361 Degrees are achieving significant revenue milestones, indicating a shift from follower to leader in the industry [7] Group 4: Economic Pressures on Luxury Goods - Global luxury brands are increasing prices by approximately 6% in response to new tariffs imposed by the U.S., affecting middle-class consumers' purchasing power [6] - The luxury market in the Americas is declining, while the Asia-Pacific region shows strong performance, highlighting a shift in consumer behavior [6] Group 5: Brand Innovations and Strategies - Puma is focusing on professional sports and fashion trends, achieving strong revenue growth by launching innovative products and emphasizing a return to sports strategy [13] - Uniqlo is facing challenges in the Chinese market due to rising local competition and changing consumer preferences, necessitating a re-evaluation of its pricing and product strategies [17] Group 6: Market Expansion and Brand Positioning - Companies like Bubble Mart are expanding their flagship store strategy to enhance brand visibility and influence, while also exploring international markets [18] - YOUNGOR is shifting focus back to the fashion industry after exiting real estate, aiming to strengthen its brand and market position [19] Group 7: Financial Strategies in the Jewelry Sector - Lao Pu Gold is planning to raise approximately 2.7 billion HKD through share placement to support business expansion and improve liquidity, despite facing cash flow challenges due to rapid growth [20]

Industry Trends - The personal luxury goods market in mainland China has shown fluctuations over the past decade but is overall on a growth trajectory, with expectations to become the largest luxury market globally by 2030, capturing 25% of the market share, surpassing the US and Europe [3][8] - Consumer preferences are shifting from "symbolic consumption" to "lifestyle and cultural resonance," emphasizing sustainable consumption and technology-driven experiential innovations as key trends [1][3] Advertising Investment Trends - In January-February 2025, the luxury goods industry's online advertising investment index experienced a mild year-on-year growth of 1.2%, reaching a near four-year peak during this period [8][11] - Advertising investments are closely linked to peak consumption periods, with significant increases noted in January, May, and September, aligning with holiday shopping spikes [8][11] Advertising Strategies - The advertising landscape is evolving, with a notable shift towards OTT platforms, while mobile remains the primary advertising terminal; video platforms account for 67.7% of the advertising investment [18][21] - Full-screen and video pre-roll ads are favored, making up over 80% of the advertising formats during the observed period [18][21] Creative Trends - Local celebrity endorsements are crucial for brands' audience expansion, with an increasing trend of collaboration with sports stars [21][24] - Seasonal marketing strategies focus on limited edition packaging and cultural symbols to enhance product appeal during peak sales periods like New Year and Valentine's Day [24][27] Market Dynamics - The luxury goods market is experiencing a shift in consumer demographics, with younger and more rational consumers prioritizing quality, culture, and personalized experiences over ostentatious consumption [2][33] - Brands must adopt differentiated marketing strategies based on user segmentation to effectively meet diverse consumer needs and maintain competitive advantages [2][33] Marketing Observations - The luxury goods industry faces the dual challenge of balancing short-term customer acquisition with long-term brand value, necessitating a focus on integrated online and offline marketing strategies [36][39] - Brands are encouraged to enhance consumer interaction through immersive experiences and technology-driven marketing solutions to foster deeper connections and drive sales [39][42]

Core Insights - The online recruitment industry in China is projected to reach a market size of 18.3 billion in 2024, with a year-on-year growth rate of 1.6%. The growth is expected to accelerate to an average of 6.7% from 2025 to 2027 due to the recovery of corporate hiring demand and the value brought by AI applications in recruitment platforms [1][17]. Development Status - Online recruitment accounts for approximately 70% of total recruitment channels, benefiting from the efficiency of internet information dissemination and the evolution of recruitment models from job information directories to algorithmic matching [1][3]. - The recruitment landscape is evolving, with new media recruitment accounting for 7.5% in 2024, surpassing traditional talent markets and offline recruitment channels [4]. Supply and Demand Analysis - Over 60% of companies are reducing hiring volumes in 2024 due to operational pressures [42]. - The unemployment rate among graduates aged 16-24 is notably high, while employment stabilizes around the age of 30 [45]. - The white-collar workforce shows a decreasing trend in voluntary resignation rates, indicating a preference for job security [47]. Development Trends - The application of AI models is expected to enhance platform value by improving automation and precision in job matching, creating stronger competitive barriers for recruitment platforms [15][75]. - Social media platforms are emerging as supplementary recruitment channels, although their operational models may limit their effectiveness in recruitment [77]. Market Size and Growth - The online recruitment market is expected to grow to 18.3 billion in 2024, with a recovery in hiring demand and AI applications driving growth to an average of 6.7% from 2025 to 2027 [17]. Mobile Traffic Insights - Monthly unique device numbers for recruitment apps are projected to exceed 85 million, with peaks during the recruitment seasons [20]. - The user demographic is skewing younger, with over 50.9% of users under 30 years old [27]. Recruitment Behavior - Graduates are increasingly using recruitment apps and company websites to submit resumes, indicating a shift in preferred application channels [53]. - The job search cycle for students is extending, with job preparation activities starting as early as their first year of college [57]. Blue-Collar Recruitment - The demand for blue-collar jobs is rising, with a significant increase in job postings, particularly in logistics and skilled labor [61]. - The blue-collar job-seeking demographic is becoming younger, which is expected to enhance online job search penetration [60].

Core Insights - The article emphasizes the increasing importance of women's intimate health in China, driven by national policies and societal awareness, highlighting a shift towards comprehensive health services that encompass physical, psychological, and relational aspects [1][2][5]. User Perspectives - Women are experiencing a "cognitive awakening" regarding intimate health, shifting their focus from purely physiological issues to include psychological and relational dimensions, with 92.5% recognizing its significance [2][5]. - A significant portion of women (82.8%) report facing various intimate health issues, with gynecological infections and menstrual irregularities being the most common concerns across different age groups [48]. Industry Development Status: Demand Side - There is a need for continuous market education as 38.4% of women understand intimate health, but 60% still have limited awareness, indicating a gap that needs to be addressed [11]. - The demand for intimate health products is diversifying, with a growing emphasis on postpartum recovery and ovarian care, alongside a cautious consumer attitude towards efficacy and safety [11][14]. Industry Development Status: Supply Side - The market is witnessing a proliferation of intimate health institutions, but many face challenges such as inadequate service quality and compliance issues, leading to a potential phase of consolidation [14][17]. - The intimate health sector is expected to grow significantly, with projections indicating a market size exceeding 1 trillion by 2027 and 2 trillion by 2030 [17]. Market Segmentation - The "Yueji Girl" demographic, primarily unmarried women in first and new first-tier cities, shows a strong focus on self-care and intimate health awareness [20]. - The "Elegant Mom" group, consisting of married women in second and third-tier cities, faces increased pressure and health concerns post-childbirth, leading to a shift in their health priorities [23][28]. Consumer Behavior - Women are increasingly seeking intimate health products and services driven by health awareness and psychological needs, with a rational decision-making process that involves thorough research before purchase [60]. - Satisfaction levels with intimate health products are low, with only 24.5% expressing high satisfaction, particularly among women aged 36-55 who are more attuned to the value of these products [64]. Industry Trends - The intimate health market is evolving towards a more professional and differentiated landscape, with a focus on safety, efficacy, and consumer education as key drivers for sustainable growth [73]. - The liberation of women's needs is leading to the emergence of high-potential niche markets, particularly in areas like menopause management and pelvic health, which are expected to see significant growth [76].

Core Viewpoint - Huahong Caizhitang has been recognized as the "No. 1 Brand of Deep Mountain Ganoderma in China" and is projected to achieve the highest sales of deep mountain Ganoderma in 2024, establishing its leading position in the industry [1][12]. Industry Overview - The Ganoderma industry in China has developed a comprehensive supply chain from breeding and cultivation to processing and sales, showing a trend of scale development. China is home to 124 known species of Ganoderma, accounting for 88% of the world's known varieties, which provides a core advantage in variety cultivation [9]. - As of 2023, over 300 companies are engaged in the cultivation, production, and sales of Ganoderma, with an annual production of approximately 137,000 tons [9]. - The focus of the industry is on the deep development of Ganoderma spore powder, utilizing advanced extraction technologies to create a mature product line that includes capsules, slices, and spore oil, which are becoming mainstream in the health food market [9]. Company Profile - Huahong Caizhitang has a cultivation history dating back to 1992, with a core team that pioneered deep mountain Ganoderma and spore powder in China. The company cultivates Ganoderma at an altitude of 1,200 meters in Guizhou, using ecological cultivation techniques [11]. - The company has developed a complete supply chain from breeding, research and development to production and sales, offering over 10 products across three main series: tea soup health, high-end nourishment, and ultimate health [12]. - Huahong Caizhitang's spore powder is derived from deep mountain Ganoderma, ensuring high nutritional content and quality, which has led to its recognition as the top brand in the industry [12].

Core Insights - The beauty industry is witnessing a shift towards domestic brands, with significant growth in local products and a decline in international brand performance [3][5]. Industry Environment - The rise of Birkenstock shoes highlights a trend towards comfort and versatility, appealing to the middle class and gaining popularity on social media. The brand's market value exceeds 100 billion, with plans to launch foot care products in 2024 [2]. - Douyin's April beauty data shows a key trend where a domestic brand achieved over 100 million in GMV from two live streams, while international brands fell off the list. Domestic brands like Han Shu and Proya performed well, with Proya's sales increasing by 63.46% [3]. Head Brand Dynamics - Highzi's participation in CBE emphasizes a long-term strategy focused on product development and consumer needs. The brand aims to enhance its core categories like sun protection and whitening, advocating for a "long-termism" approach in the beauty industry [5]. - Thai high-end fragrance brand HARNN entered the Chinese market last year, targeting a body care market projected to reach 16.7 billion by 2026. The brand plans to open 2,000 sales points and 50 counters in three years [6]. - Newpage, a baby skincare brand, upgraded its strategy to cover all age groups, launching a product matrix for ages 0-18, addressing market gaps and promoting scientific parenting solutions [7]. - Pizhuan cosmetics is focusing on quality improvement, launching new products at CBE and emphasizing cultural and technological aspects to penetrate niche markets [8][9]. - Aiyuan Group is leading the Chinese cosmetics industry through technological innovation, showcasing significant advancements in skincare solutions and accumulating 216 patents [10]. Product Highlights - The domestic makeup brand RedChamber's multi-use cream gained popularity due to its affordability and multifunctionality, although it faces criticism regarding its effectiveness and practicality [11]. - The emerging beauty brand Tongpin, co-created with Jinbo Biotechnology, performed well during the 618 shopping festival, leveraging unique patented ingredients and targeted marketing strategies [12].

User Changes - In Q1 2025, the average number of monthly independent devices in China's mobile internet increased by 2.6% year-on-year, indicating a stabilization in market demand and a shift towards intensified competition in a saturated market [1][5] - User stickiness continues to decline, with effective daily usage time per device at 268.0 minutes, down 3.9% year-on-year, and usage frequency at 63.4 times, down 5.1% year-on-year, reflecting a fierce competition for existing users' attention [1][11] Industry Changes - E-commerce sector saw peak traffic of 1.216 billion in Q1, driven by upgraded gifting features in platforms like Taobao and JD, capitalizing on the Spring Festival marketing [2] - The food delivery market is experiencing intense competition with JD's entry and Meituan's expansion, leading to a multi-player competitive landscape [2][26] - The social network sector is witnessing an influx of over 170 million "TikTok refugees," with Xiaohongshu topping app store download charts in multiple countries [2] - The AI sector is leading with a 46.5% year-on-year growth in monthly active devices, with DeepSeek surpassing 100 million devices [2][44] APP Changes - As of March 2025, the top three apps with over 100 million monthly active users (MAU) showing the highest compound growth are: Personal Income Tax, WiFi Master Key, and Xianyu [3][85] - The top three apps favored by Generation Z users are: Boss Zhipin, Honor of Kings, and Peace Elite [3][87] Mobile Internet Traffic Trends - Q1 2025 saw a slight increase in mobile internet traffic, indicating a transition to deeper competition in a saturated market [4][5] User Engagement Metrics - The proportion of time spent on short videos remains the highest at 29.1%, while video services account for 8.9% of usage time, reflecting a shift towards entertainment content [14] - Communication apps lead in usage frequency, with 43.2% of total usage, followed by short videos and e-commerce [18] Smart Screen Trends - By Q1 2025, the number of smart screen devices reached 339 million, with daily usage time increasing year-on-year [21] E-commerce Overview - In Q1 2025, the e-commerce sector's peak traffic approached last November's levels, with user engagement metrics showing steady improvement [31] - JD's app led the industry with a 3.4% year-on-year growth in traffic, while Taobao and Pinduoduo experienced slight declines [35] AI Industry Overview - The AI sector is experiencing explosive growth, with a 46.5% year-on-year increase in monthly active devices, focusing on practical applications in vertical fields [44] Social Network Overview - The social network sector's monthly independent device count reached 896 million in Q1 2025, a 6.6% increase year-on-year [63] Video Services Overview - The video services sector saw a steady increase in overall traffic, with aggregation video and game live streaming as key growth drivers [71]

Core Viewpoint - The agricultural input e-commerce sector in China is experiencing rapid growth, with the market size reaching 56.29 billion yuan in 2023 and expected to exceed 100 billion yuan by 2026, indicating a high-growth, low-stock phase in the industry [1][11]. Definition of Concepts - Agricultural inputs refer to the materials required for agricultural production, including fertilizers, pesticides, seeds, feed, veterinary drugs, agricultural films, tools, and machinery [2]. - Agricultural input e-commerce involves utilizing internet platforms to integrate traditional agricultural input distribution channels, facilitating online sales and services [2]. Policy Support - The government is actively promoting rural e-commerce development through supportive policies, focusing on participant guidance, infrastructure improvement, and compliance governance [2]. Infrastructure Support - The rural logistics system is being improved, enhancing the distribution of agricultural inputs to rural areas, with the establishment of 100,000 new service stations planned for 2024 [5]. Demand Drivers - The agricultural production landscape is evolving towards both intensive and fragmented models, increasing the demand for online agricultural input procurement [8]. Market Size - The agricultural input e-commerce market in China reached 56.29 billion yuan in 2023, with a compound annual growth rate (CAGR) of 35.8% from 2019 to 2023 [11]. Supply Chain Optimization - Agricultural input production companies are leveraging e-commerce channels to enhance supply chain agility and avoid high procurement costs during price fluctuations [17]. Market Coverage - Companies are seeking to expand their market reach through e-commerce to cover areas where their physical sales networks are weak [20]. Online Service System - Agricultural input companies aim to create a "second official website" through online platforms to provide professional agricultural technical consulting and improve after-sales service [23]. Brand Building - Companies are utilizing platforms to amplify agricultural technology transformation results and co-create agricultural production solutions to enhance brand recognition [26]. E-commerce Platform Models - The agricultural input e-commerce landscape includes self-built platforms and third-party platforms, with the latter requiring less proactive engagement from agricultural input companies [29]. Third-party Platform Analysis - Platforms like Tmall and Taobao are becoming primary venues for agricultural input businesses, offering a wide range of products and financial services to meet diverse farmer needs [32][35]. Service Diversification - Platforms are enhancing agricultural production services through a combination of online and offline approaches to improve sales conversion rates [55]. Cross-border Trade - Agricultural input companies are expanding sales channels to overseas markets through cross-border e-commerce platforms, focusing on compliance with international standards [62].

Core Viewpoint - The fish oil industry is experiencing significant growth, with WHC high-purity fish oil recognized as the top-selling product in the market, supported by research from iResearch Consulting [1] Group 1: Health Awareness and Management - The health literacy of Chinese residents has significantly improved, shifting from passive response to proactive prevention, addressing chronic diseases and establishing a comprehensive disease prevention system [2] - The demand for dietary supplements is increasingly personalized and refined, reflecting a broader trend towards individualized health management [3] Group 2: Omega-3 and Health Benefits - Omega-3 fatty acids are essential for human health, playing a crucial role in cardiovascular health, immune function, and emotional regulation, with a growing consumer focus on precise nutritional intake [4] - High-purity Omega-3 is characterized by high effective ingredient content, low impurity levels, and better absorption, making it more convenient than lower purity products [5] Group 3: Clinical Value and Safety - High-purity Omega-3 (EPA+DHA concentration > 84%) has clear clinical value in cardiovascular protection, anti-inflammation, and neurological health, supported by regulatory authorities like the FDA [6] Group 4: WHC Brand Overview - WHC is a premium dietary supplement brand founded in Belgium, specializing in high-purity Omega-3 products, utilizing advanced extraction technology and maintaining strict quality standards [7] Group 5: iResearch Consulting Overview - iResearch Consulting is a leading commercial data and research institution in China, providing professional industry research and data services to support business growth and strategic upgrades [8]