食饮行业 数据大盘∣行业动态∣企业动态∣产品创新∣营销玩法 2024.8.1 - 8.31 本月重点内容 2024年8月，食品饮料行业在抖音与小红书平台中品类声量呈现较大差异， 休闲零食与酒水仍为长青品类；从热门话题角度看，各平台独立话题整体讨 论度较高，新话题上榜趋势较为明显； 2024年8月，食品饮料行业品牌声量表现、投放动作有较大差异度； 2024年8月，食品饮料行业新增代言人数量22，较7月整体有所下跌；品牌 类型更为丰富，除营销动作较大的乳品、线下茶饮外，其他零食品牌及垂直 产品正在拓展代言营销赛道； 2024年8月，食品行业赞助综艺、影视剧占比相对均衡，其中综艺投放以深 度合作为主；饮料行业的剧综赞助活动数量整体高于食品行业，赞助类型包 括贴片、植入、冠名等多模式，其中饮用水、饮料赞助动作较多，类型以剧 集贴片为主 瑞幸计划年底大规模出海，重点东南亚和美国 康师傅2024上半年营收412.01亿元，实现净利18.85亿元 蒙牛奶粉新模式，贝拉米跨境有机婴幼儿奶粉第一 可口可乐携手奥利奥®打造限定新品 安慕希0蔗糖酸奶推出树莓新口味 卫龙湘味魔芋爽限定"上菜" 创意新品玩转品牌破圈密码 瑞幸咖啡以9 ...

Investment Rating - The report does not explicitly state an investment rating for the mooncake industry. Core Insights - The mooncake production scale has been steadily increasing, with a notable growth rate of 12% in 2022, driven by the rising importance of the Mid-Autumn Festival and the expanding demand for mooncake gift boxes [4][6]. - Social media engagement around mooncakes has surged, with a 109% year-on-year increase in related content and 4.93 billion interactions in 2023 [7][8]. - Consumer preferences are shifting towards healthier options, with a growing demand for low-sugar and no-sugar mooncakes to meet health-conscious trends [35][36]. Summary by Sections Production and Market Growth - Mooncake production has seen a significant increase, with the production volume reaching a peak growth rate of 12% in 2022 [4]. - The mooncake gift box market is expanding, reflecting a steady growth trend due to the popularity of gift-giving during the festival [4]. Social Media Trends - The social media heat around mooncakes is primarily driven by the festival, with a substantial increase in content creation and interactions during the Mid-Autumn Festival [7]. - In 2023, the volume of mooncake-related content reached 1.1 million, marking a 109% increase compared to the previous year [7]. Consumer Preferences - Consumers are increasingly focused on the taste, packaging, and filling of mooncakes, with a notable interest in healthier options [9]. - The demand for innovative flavors, including durian and chocolate, is on the rise, reflecting a diversification in consumer tastes [30]. Market Competition - The traditional mooncake market is highly competitive, with Cantonese mooncakes leading in volume, while Yunnan-style mooncakes are gaining traction due to their growth potential [13]. - New-style mooncakes, led by brands like Starbucks and innovative local brands, are rapidly expanding their market share [16][19]. Brand Performance - Traditional brands like Daoxiangcun maintain a strong market presence, while new entrants like Liulangyike are gaining recognition [22]. - The packaging and presentation of mooncakes are critical factors influencing consumer choices, with brands leveraging attractive designs to enhance appeal [25][32].

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The report highlights a significant increase in consumer interest and engagement with traditional holiday gift-giving, particularly during the Mid-Autumn Festival and Spring Festival, with a notable 200% year-on-year increase in related content volume [4] - The demand for gifts during the Mid-Autumn Festival is driven by cultural significance, with a growing awareness and intention to give gifts to family members and in business contexts [24][26] - The report identifies a shift in consumer preferences towards the aesthetics and perceived value of gifts, with over 50% of users valuing gifts that convey prestige [11] Summary by Sections 1. Current Status of Traditional Holiday Gift Consumption - Traditional holidays are gaining more attention, with the Spring Festival and Mid-Autumn Festival leading in content volume and engagement [4] - In 2023, the volume of traditional holiday-related content reached 35.46 million, a 200% increase year-on-year, with over 13.5 billion interactions [4][5] 2. Insights on Mid-Autumn Festival Gift Scenarios - Key gifting occasions include family gatherings, business contexts, and couples meeting parents, with a notable increase in the latter [26] - The report emphasizes the importance of "heartfelt" gifts for family and business relationships, with a focus on customization and uniqueness [26] 3. Marketing and Case Studies for Mid-Autumn Gifting - The report discusses the rising popularity of food gifts, particularly mooncakes, which remain the top choice for Mid-Autumn gifting, alongside a growing interest in health-oriented products [32][34] - Brands are increasingly leveraging social media platforms like Douyin and Xiaohongshu to promote gifting strategies and engage consumers through relatable content [16][54] 4. Consumer Preferences and Trends - There is a notable shift towards health-conscious gifting, with consumers showing a preference for low-sugar and nutritious options [47] - The aesthetics of packaging and the perceived value of gifts are becoming more important, with consumers favoring beautifully packaged items that convey a sense of luxury [11][29] 5. Popular Gift Categories - Food and beverage gifts dominate the Mid-Autumn Festival, with mooncakes and health supplements being particularly favored [32][39] - The report highlights a diverse range of gift options, including traditional items like mooncakes and innovative products that cater to modern consumer preferences [32][34] 6. Social Media Engagement and Content Trends - The report notes that social media discussions around gifting are vibrant, with popular topics including gift recommendations and the importance of "ceremony" in gift-giving [18][21] - Influencer marketing plays a crucial role in shaping consumer perceptions and driving engagement, particularly through relatable and emotional storytelling [60][67]

1 2024-2025 AW 秋冬「服饰」 流行趋势图鉴 Style 出品团队： 艺恩 出品 Trend 2024年 CCOONNTTEENNTTSS 目录 2 PART 1 行业概况 秋冬服饰行业概况及风格趋势 PART 2 品类解读 核心品类及代表品牌解读 3 PART 人群洞察 秋冬服饰特色人群洞察 3 01. #毛呢/针织 #时髦高智 秋冬「服饰」 #户外功能 #新中式 行业概况 #长款/修身 及 #都市户外 风格趋势 服饰内容消费需求持续增长，24年秋冬服饰热度前置 ×10 0 0 0 • 服饰内容需求持续增长，24年春季开始作品量达到过去两年峰值，互动量持续攀升；春夏季节是一年中服饰内容热度集中时段； • 23年秋冬服饰热度从8月起势，今年7月热度已远超去年同期。 | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | ...

0 ŻB 《黑神话: 悟空》 IP营销全景解析 【 和 20 00 000 00 00 00 00 00 00 00 00 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 0000 0000 0000 0000 0000 0000000000000 【的关系 . . 16-8 11 11 11 11 11 11 10 10 10 10 10 10 10 10 11 1 【 【 】 网 网 网 网 2011 10:50 来源： 000 W = . . 《黑神话：悟空》 IP热度及内容特性洞察 艺恩观点 《黑神话：悟空》在发售前后引发了全网热议，凭借深厚的中国文化背景和 创新的市场策略，迅速攀升至舆情高峰。游戏取景地、品牌联名以及热门话 题在各大社媒平台引发了广泛关注和互动。尽管存在小部分争议话题，该游 戏仍通过强大的IP号召力和多元化的内容传播，成功吸引了大量年轻用户并 扩大了其影响力。 舆情热度：《黑神话：悟空》正式发售前后全网讨论热度大幅上涨 • 游戏正式发售前、后 ...

2024 冲锋衣消费者洞察 艺恩出品 2024年08月 01 乘风：户外风助推冲锋衣增长 02 追风：冲锋衣消费者趋势洞察 03 造势：冲锋衣品牌趋势洞察 2 01 乘风 户外风助推冲锋衣增长 运动户外市场活力迸发，冲锋衣迎来黄金增长 • 预期到2025年，运动户外用品市场规模将增长至接近6000亿元；从消费者声量讨论热度来看，防晒衣、 冲锋衣成为户外场景下的核心讨论品类，其中冲锋衣声量同比增长最高，成长态势良好。 中国运动户外用品市场规模 （2015-2025年，亿人民币） 冲锋衣成为户外用品中声量增速最高的品类 7000 主要户外品类社媒声量表现 22年声量 23年声量 YOY% 6000 13.5% 5000 240% 201% 210% 4000 13.5% 3000 137% 112% 2000 1000 0 防晒衣 冲锋衣 徒步鞋 越野鞋 溯溪鞋 2015年 2016年 2017年 2018年 2019年 2020年 2021E 2022E 2023E 2024E 2025E source ：EUROMONTIOR、科尔尼《运动户外消费者运营白皮书》，网络公开资料，艺恩营销智库，艺恩收集整理 4 ...

2024 全民运动圈层及消费需求研究 艺恩出品 2024年 01 细分运动赛道分析 03 体育运动行业社媒热度扫描 02 平台运动IP营销解读 2 01 体育运动行业社媒热度扫描 3 运动热度逐年走高，赛事举办点燃全民体育热情 . 2024年作为运动大年，各大赛事接连举办，整体声量及互动量同比去年实现大规模增长; ● 2024年4月多个项目世界杯、世锦赛及奥运资格赛举办，F1大奖赛落地中国，引发大规模声量，热度比肩奥运。 近一年相关互动量:150.2亿+,同比: 近一年相关作品量：2,492万，同比：↑103% ↑ 42% 巴黎奥运会 多项目世界杯/锦标赛，F1中国 作品量 (单位: 万) 大奖赛,奥运资格赛举办 350 180,000 一互动量 (单位:万) 10000 00( 160,000 300 × 140,000 250 120,000 200 100,000 80,000 150 60,000 100 40,000 50 20,000 0 0 8月 ଚି 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 23年 24年 「运动」相关内容社媒讨论热度趋势 source： 艺恩营销智库 ...

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The endorsement market for sports stars is heating up, with a 22% year-on-year increase in the number of official endorsements announced [4][5] - Athletes are now among the top three choices for brand endorsements, reflecting their growing commercial value [4][5] - Matrix-style collaborations with multiple celebrities are becoming a new trend, especially with the upcoming Olympics [7] - The luxury goods sector shows the highest reliance on athlete endorsements, with athletes making up 23% of their total endorsements [10] Summary by Sections Endorsement Market Overview - The number of official endorsements in the industry reached 1,500 in 2024, marking a 22% increase compared to the previous year [5] - Athletes accounted for 18% of all endorsements, showing a significant rise in their popularity as brand ambassadors [5] Trends in Celebrity Collaborations - Brands are increasingly announcing an average of 6.3 endorsers, with a notable focus on sports stars as the Olympics approach [7] - In July, 21% of all endorsements were for sports stars, indicating a strategic push by brands to leverage the Olympic Games [7] Industry-Specific Insights - The luxury goods sector has the highest proportion of athlete endorsements, with 23% of their total endorsements coming from athletes [10] - Brands in the commercial/service sector are also increasingly opting for athlete endorsements, as seen with Bawang Tea's strategy [10] Leading Brands in Athlete Endorsements - Yili leads the market with 11 athlete endorsements, focusing on table tennis and athletics [13] - Dior is noted for having the most athlete endorsements among luxury brands, with five athletes announced [13] Athlete Commercial Value - Ma Long is ranked as the top athlete in commercial value, with a score of 80.77, significantly boosted by his performance during the Olympics [47][48] - The report highlights that athletes from table tennis and swimming are particularly valuable, with four table tennis players in the top ten for commercial value [15] Social Media Engagement - The report indicates that social media platforms like Weibo and Douyin are crucial for athlete engagement, with high interaction rates for endorsements [25][39] - The "Shatou" duo of Sun Yingsha and Wang Chuqin has generated significant social media buzz, contributing to Yili's brand voice [28] New Endorsement Roles - The report notes a shift towards more experiential and ambassadorial roles for athletes, with brand ambassadors making up nearly 40% of endorsements [22][23]

Industry Overview - 3D animation short videos refer to animated series with single episodes under 2 minutes, distributed via traditional long-video platforms, new short-video platforms, and social media [2] - The industry has evolved through three stages: 1) pre-2015 traditional distribution, 2) 2015-2017 social media distribution, and 3) post-2018 short-video platform distribution [2] - The market is still in its early stages with significant growth potential, as high-quality content producers remain limited [4] Market Landscape - Lightweight situational comedies dominate the 3D animation short video market, accounting for 73% of content [7] - Comedy situational dramas are the most common theme, with animal personification and virtual characters making up around 60% of protagonists [9] - The market is currently a blue ocean with ample room for development, as evidenced by the emergence of high-quality content like "Yichan Little Monk" and "Nai Long" [4] User Demographics - The 31-40 age group accounts for 34% of 3D animation short video viewers on Douyin, with a TGI over 100, indicating strong popularity among 80s-born audiences [11] - Male audiences prefer works with strong protagonists and alternative worldviews, such as "Mr. Bone" and "Pingtouge" [14] - Female audiences favor romance-themed content with strong storylines, exemplified by "Shi Xuesheng" and "Shun Huo Nuan Xi Jing" [16] Content Production - Traditional 3D animation production costs range from 20,000 to 200,000 RMB per minute, while emerging methods like animation editors and XR technology offer lower-cost alternatives [19][20] - Animation editors like "Da Song Ying Hua" have enabled UGC content creation, allowing for character design, scene building, and interactive storytelling at reduced costs [22][23] - XR animation integrates virtual characters into real-world settings, enhancing realism and interactivity, as seen in popular IPs like "Jiang Xiaoyu" and "Zhu Xiaopi" [28] Industry Players - MCNs and animation companies dominate production, with MCNs often managing multiple IPs for cross-promotion [29] - Dayu Network stands out as a leading MCN, with successful IPs like "Yichan Little Monk" (46.96 million Douyin fans) and "Asi and Xiaolingdang" (11.85 million fans) [32][33] - The company has developed a comprehensive IP operation system, including long-form content development and diversified monetization strategies [36] Content Development Trends - Short videos serve as effective tools for audience cultivation and market testing, complementing long-form content development [37] - Existing IPs are expanding into long-form content, with examples like "Jiang Xiaoyu" developing into the movie "Call Me Jiang Xiaoyu: Double Fish Tale" [40] - The industry is exploring various content formats, including TV series and theatrical films, to enhance IP value and monetization [37][40] Monetization Strategies - Advertising remains the primary revenue source, with over 90% of accounts relying on brand partnerships [41] - IP licensing and merchandise sales are emerging as important revenue streams, with products ranging from physical collectibles to digital assets like custom wallpapers and emojis [41][43] - Some IPs are experimenting with live-streaming e-commerce, as demonstrated by "Jiang Xiaoyu"'s virtual live-stream attracting over 350,000 viewers [41] Industry Outlook - The market is still in its early stages, with significant potential for IP development and technological advancement [48] - The fragmented nature of user time and the continued growth of short-video platforms create favorable conditions for 3D animation short video expansion [48] - As production and operation mechanisms mature, the development of long-form content and theatrical films is expected to become a natural progression for successful IPs [48]

食饮行业 ∣数据大盘∣行业动态∣企业动态∣产品创新∣营销玩法 2024.6.1 - 7.31 本月重点内容 2024年6-7月，食品饮料行业品类声量整体变化较小，「酒水」品类在小红 书、抖音双平台声量表现皆佳； 2024年6-7月，食品饮料行业内容中，高热度话题围绕双平台特色话题，如 抖音平台官方标签内容如#新农人计划2024等，引发圈层用户关注； 2024年6-7月，小红书、抖音双平台中食品饮料品牌声量侧差异较小，而投 放侧呈现较大差异； 2024年7月，食品饮料行业新增代言人数量47，饮品品类整体高于食品品类， 代言人title较为多元，更生动的连接消费用户； 2024年7月，食品行业赞助剧集、综艺占比均有涉及，整体来看剧集赞助数 量较多；饮料行业的剧综赞助活动数量整体高于食品行业，同一品牌赞助视 频较多。 妙可蓝多拟4.48亿元现金收购蒙牛奶酪100%股权 东方甄选自营产品半年GMV超36亿元 雀巢2024上半年销售额450.5亿瑞郎 胖东来入局饮用水赛道，或将推出自营矿泉水 酱油蘸水果吃法，海天打造"给水果吃的酱油"新品 德芙×绿箭推出薄荷味巧克力冰淇淋 高汤面馆亮相巴黎，白象中国面飘香塞纳河畔 瑞幸 ...