∣数据大盘∣行业动态∣企业动态∣营销玩法 2024.6.1 - 7.31 本月重点内容 服饰行业 2024年6-7月，小红书、抖音平台服装、鞋靴品类声量变化较小，小红书平 台讨论中，围绕实用性较强的拖鞋品类较多；抖音平台讨论中，围绕热卖产 品高跟鞋更多； 2024年6-7月，服装品牌在单平台的讨论度变化较小，热度声量品牌呈现出 跨平台性质的营销差异；鞋靴品牌跨平台影响力兼备，小红书平台双月上榜 重复率高达80%，抖音平台双月上榜重复率约为60%； 2024年6-7月双月阶段，小红书、抖音渠道营销侧重呈现较大差异； 2024年7月，服饰内衣品牌新增代言人数量44位； 2024年6-7月，服饰品牌整体剧综植入量较少，但相较于上一阶段有所提升。 抖音电商「好物市集·反季抄底大作战」，夏日引爆秋冬服饰生意 上半年中国纺织服装累计出口1431.8亿美元 本地化转型，优衣库调整中国市场策略 耐克中国24财年营收75.45亿美元，保持连续七个季度增长 IWC万国表携手品牌大使谷爱凌于北京举办女性论坛 朗姿LANCY 2024秋冬大片「印记」发布 迪桑特破风前行巅峰赛登陆沈阳，与吴彦祖共赴一场破风之旅 "毛巾少爷"破圈之路： ...

Industry Overview - Medical skincare products are gaining popularity due to their safety, efficacy, and clinical validation, with consumer demands shifting from basic hydration to more specialized needs like post-cosmetic procedure care and sensitive skin repair [2] - The market for medical skincare is experiencing strong growth, with men emerging as a potential untapped market segment [2] - The industry is seeing increased demand for products that address skin issues caused by late-night routines and high-stress environments, presenting new growth opportunities for brands [2] Consumer Insights - Post-cosmetic procedure skincare is the primary demand among consumers, followed by daily care for sensitive and acne-prone skin [8] - Young women aged 18-34 are the dominant consumer group for post-cosmetic procedure skincare, with a trend towards younger users [10] - Male consumers are increasingly showing interest in medical skincare, particularly for sensitive skin and post-cosmetic procedure care, representing a growing opportunity [17][48] Product Categories and Trends - Medical skincare products such as dressings, repair creams, and repair lotions are the most discussed categories, with a focus on repair and anti-sensitivity functions [2] - Dressings/masks remain the most in-demand category, while medical serums, creams, and repair gels show strong growth potential [35] - Repair and sun protection are the most popular functions, with anti-aging, skin stabilization, and brightening showing growth potential [37] Market Opportunities - The male skincare market represents a blue ocean opportunity, with increasing demand for sensitive skin and post-cosmetic procedure care products [48] - Late-night routines and high-stress lifestyles are creating new skincare challenges, driving demand for safer and gentler medical skincare products [50] - Brands are expanding from post-cosmetic procedure scenarios to everyday skincare needs like late-night skin rescue and anti-aging [40] Brand Strategies - Brands like Aolangwei and Huanyan are focusing on post-cosmetic procedure scenarios, with Aolangwei emphasizing humanized collagen repair patches [14] - Fulemei is targeting sensitive skin and sunburn scenarios, while also expanding into male skincare with a focus on acne and acne scar repair [56][60] - Aolangwei's communication strategy emphasizes post-procedure repair, highlighting medical-grade safety and efficacy, while gradually expanding into daily skincare scenarios [54]

美妆行业 美妆行业 ∣数据大盘∣行业动态∣企业动态∣营销玩法 22002243.6. .71.1- 7–.371.31 本月重点内容 2024年6-7月，小红书、抖音平台护肤/彩妆品类声量排行较为稳定，彩妆 品类中，美甲、底妆在双平台的热度较高，适合视频化展示的底妆品类在抖 音平台声量表现更佳； 护肤品牌6月、7月在小红书抖音平台双月上榜重复率分别为60%、50%； 彩妆品牌双月上榜重复率分别为50%、60%； 6-7月双月期间，护肤彩妆品牌投放策略差异较大，小红书平台投放整体以 国际品牌、成熟品牌为主，抖音平台品牌类型较为多元，涵盖各类国际、国 货、新锐品牌； 2024年7月，美妆护肤行业代言人类型愈发多元；整体赞助类型颇为广泛， 其中包括热门剧集、热门综艺及垂直圈层综艺； 618首次负增长，美妆品牌出现新变化！ 1—6月份化妆品类零售额为2168亿元 半年66起！中外美妆圈掀起"史上最强"人事风暴 2024上半年，LVMH美妆卖了326亿元 雅诗兰黛首家皮肤长寿研究所于海南开业 韩束携手苏州丝绸博物馆丨以丝传情，邂逅东方浪漫 蕾哈娜美妆品牌成为奥运会合作伙伴 优时颜携手玫瑰的故事推出联名礼盒 让"她力量" ...

三京东 乡 快 : 好 : 曾 魔镜洞察 2024年 京东×魔镜 秋冬服饰潮流趋势白皮书 塞镜洞察 content 服饰行业 (0) � 2 细分品类 (0) 3) 红蓝海市场表现情况 (0)4 case分享 房东平台秋冬品类 打法案例 京东 魔镜洞察 PART 01 服饰行业 市场大盘概览 镜间登 服饰市场｜户外鞋服秋冬季节表现亮眼 23/24秋冬季，主流电商平台服饰市场规模近六干亿，从类目上看， 京东平台高增类目为户外鞋服、童装童鞋、艾装、服饰配件；其中， 户外运动的兴起有力地带动了户外鞋服品类发展。 2022年9月 022年10月 022年11月 22/23秋冬 23/24秋冬 2023年1月 023年11月 2023年4月 2023年7月 2023年9月 023年10月 023年3月 023年8月 022年12) 2023年2) 2023年5) 2023年6月 023年12) 2024年1月 2024年2, ■销售额（亿元） -销量（乙件） 京东平台秋冬季高增TOP类目（ コ外鞋服 销售额_+89% 销量+75% 销售额 +20% 销量 +15% 艾裝 河绒服 销售额 +55% 销量+48% 男装 销 ...

Industry Investment Rating - The report does not explicitly provide an investment rating for the industry [1] Core Viewpoints - The Paris Olympics has seen a significant surge in social media engagement, with related content on platforms like Douyin, Xiaohongshu, and Weibo experiencing exponential growth in both content volume and interaction rates [5] - The opening ceremony of the Paris Olympics was a major highlight, driving peak engagement and sparking widespread discussions across social media platforms [5] - Controversies surrounding the opening ceremony, such as sponsor withdrawals and flag errors, have also contributed to the negative sentiment and discussions around the event [16][17] Consumer Insights - The primary audience for the Paris Olympics on social media platforms is aged 25-34, with Xiaohongshu being dominated by female users and Douyin by male users [20] - Discussions around the Olympics are heavily focused on sports events and athletes, with table tennis being the most talked-about sport, and the duo of Wang Chuqin and Sun Yingsha gaining significant attention [25] - The launch of national team uniforms in April led to a spike in brand-related discussions, with fashion and food being the most prominent categories in terms of commercial engagement [23][30] Brand Insights - LVMH brands gained significant visibility during the opening ceremony, with their products featured prominently, leading to increased social media mentions [27] - Food and beverage brands like Yili and Mengniu, as well as emerging tea brands like Bawang Tea, leveraged the Olympics for marketing, with Yili using celebrity endorsements and Bawang Tea focusing on health and cultural promotion [33][36][41] - Sportswear brands, both international (e.g., Nike, Adidas) and domestic (e.g., Anta, Li-Ning), competed fiercely during the Olympics, with Anta using celebrity endorsements and cultural elements like the "Linglong" IP to drive engagement [47][50] Social Media Platform Performance - Xiaohongshu and Douyin were the primary platforms for consumer engagement, with Xiaohongshu focusing on lifestyle and athlete-related content, while Douyin saw high interaction rates for opening ceremony and athlete-related posts [10][13] - Weibo served as the main platform for official announcements, while Douyin and Xiaohongshu were key for user-generated content and brand interactions [37][44]

Film Market Overview - In July 2024, the total box office revenue reached 5.38 billion yuan, a year-on-year decrease of 38.3% [2] - The summer box office has exceeded 7.5 billion yuan so far [2] - Domestic films "Catch the Doll" and "Silent Kill" ranked first and second in cumulative box office, accounting for 68.5% of the market share [2] - The top 10 films in July 2024 included 5 domestic and 5 imported films, with "Catch the Doll" leading at 2.42 billion yuan [3] TV Series Market Overview - "Tang Dynasty Strange Tales: Journey to the West" topped the viewership index in July 2024 [4] - "The Story of Rose" maintained advantages in brand cooperation and total exposure duration [4] - "You Are More Beautiful Than Starlight" had the highest brand exposure frequency [4] - The top 10 series were dominated by costume dramas, with 6 titles in the genre [5] Variety Show Market Overview - "Keep Running Season 8" remained the top variety show in viewership index despite concluding in July 2024 [7] - Music variety shows occupied 3 spots in the top 10, with "The Rap of China 2024" showing significant advantages in brand exposure duration and frequency [7] - The top 10 variety shows included 5 network variety shows and 5 TV variety shows [8] Online Film & Animation Market Overview - Only 3 new films entered the top 10 online film viewership index in July 2024, with "Nameless Fire" topping the chart [11] - In animation, "Cang Yuan Tu", "Bai Lian Cheng Shen", and "Dou Po Cang Qiong" maintained their top positions [11] - 7 out of the top 10 animations from June remained in the July rankings [11] Micro-drama & Documentary Market Overview - Platform-specific micro-drama leaders included "Hard to Resist" (Tencent Video), "First Marriage" (iQIYI), "Beauty Strategy Season 1" (Youku), and "Broken Eyebrow" (Mango TV) [14] - The documentary "Guardians" topped the viewership index, focusing on the conservation of Chinese pangolins [14] Industry Developments - The online literature market reached 38.3 billion yuan in revenue in 2023, with IP adaptations growing 33.7% year-on-year [18] - The game industry generated over 140 billion yuan in the first half of 2024, with mini-program games growing 60.5% year-on-year [18] - Douyin announced a billion-yuan support plan for micro-drama content creation and marketing [19] - Bilibili's IP licensing market is transitioning from a billion-yuan to a trillion-yuan scale [21] Technology & Innovation - Tencent showcased its Hunyuan large model and multiple AI applications at WAIC 2024 [22] - iQIYI and Weibo jointly launched AI character accounts for popular shows [22] - Kuaishou became one of the first domestic apps to launch on Apple's Vision Pro [23] - Meta introduced 3D Gen AI model capable of generating high-quality 3D content within 1 minute [23]

Music Festival Market Overview - The music festival market experienced a "revenge" surge in 2023, with the number of events, box office revenue, and total attendance all surpassing pre-pandemic levels [5] - In 2023, the total number of music festivals reached 560, a 1600% increase compared to 2019 [6] - Box office revenue in 2023 was 20.2 billion yuan, up 373.6% from 2019 [6] - Total attendance in 2023 was 35.52 million, a 208.5% increase from 2019 [6] - Music festivals are increasingly penetrating lower-tier cities, with the number of events in fourth- and fifth-tier cities in 2023 second only to new first-tier cities [8] Social Media Trends - Social media discussions about music festivals increased by 159% year-over-year, with interactions up 51% [10] - Xiaohongshu is the main platform for music festival content, accounting for 53% of posts, while Douyin dominates interactions with 72% of total engagement [12][13] - Music festival-related content on Xiaohongshu focuses on makeup and fashion trends, with beauty and fashion influencers driving high engagement [27][28] Consumer Insights - Music festivals provide both sensory experiences and spiritual fulfillment for young people, serving as a platform for self-expression and social interaction [34] - Key consumer concerns include lineup information, ticketing channels, and venue details, with many first-time attendees seeking guidance online [37][38] - Practical festival gear, such as 3C products, sun protection, and throat-soothing items, are frequently discussed by experienced attendees [41][42] - Fashion and makeup tutorials for music festivals are highly popular, with users sharing outfit ideas, hairstyles, and photo poses [44][45] Brand Marketing Trends - Beverage brands, including alcohol and tea drinks, remain the primary sponsors of music festivals, accounting for over 70% of sponsorships [51] - Cross-industry brands, such as financial institutions and electric vehicle companies, are increasingly entering the music festival sponsorship space [51] - Local governments are leveraging music festivals to boost tourism, with events driving significant increases in visitor numbers and tourism revenue [58][63] Case Study: Zhuji, Zhejiang - Zhuji successfully integrated local cultural elements, such as pearl DIY experiences and traditional cuisine, into its music festival [62] - The city provided convenient services, including free hot water, tissue paper, and charging stations, enhancing the visitor experience [63] - During the festival period, Zhuji received 362,000 visitors, generating an estimated tourism revenue of 524 million yuan [63] - Accommodation and catering revenue increased by 236% compared to the previous period [63]

D 2024 防晒霜消费趋势报告 艺恩出品 2024年07月 S 前言 源于消费者需求的进阶以及细分化，防晒霜行业正朝着人群细分 化、场景专业化的方向发展。消费者不再仅仅满足于防晒霜的防紫外 线、防晒黑等防晒基本能力，而是追求更安全、肤感更佳、同时叠加 护肤、美妆等需求，如舒缓养肤、抗光老、上妆服帖等，这也促使防 晒霜品牌从功效、成分等多方面"内卷"，以满足消费者日益旺盛的 防晒需求。 根据防晒霜使用人群及场景的区别，我们将防晒霜人群划分为母 婴防晒人群（婴童、孕妇等使用）、日常防晒人群（早八、日常出门 等场景）、户外防晒人群（冲浪、爬山等户外场景）。TA们的需求和 产品偏好各有不同，母婴防晒人群以专业母婴品牌为主，重视产品安 全性；日常防晒人群以美护品牌为主，追求防晒养肤双效合一；户外 防晒人群以专业防晒及护肤品牌为主，追求高性能防晒力兼顾护肤功 效。 在营销玩法上，KOL种草是防晒霜营销最为重要的方式，抖音 成为种草核心，品牌可通过剧情植入、生活记录等方式提高声量，同 时借助硬核测评、实验数据佐证防晒力，提升消费者对产品防晒力、 安全性、护肤性能的认知。 目录 C ONTENTS 01 防晒霜行业现状洞察 ...

Industry Overview - The ice cup market has seen a significant surge in popularity, driven by rising temperatures and consumer demand for convenient, personalized cold beverages [2] - Social media platforms have played a crucial role in amplifying the trend, with the "1 yuan ice cup" incident involving Mixue Bingcheng pushing the trend to new heights [2] - Young consumers, in particular, are drawn to DIY ice cup beverages, such as ice cup + coffee, tea, or alcohol, which they share on social platforms, leading to high engagement around creative content like cocktail recipes and summer drink ideas [2] Market Trends - The ice cup market has experienced a dramatic increase in social media engagement, with related content volume up by 236.3% year-over-year in the first half of 2024, and interaction volume up by 462.6% [5] - The versatility of ice cups, which can be paired with various beverages, has made them a trendy summer item, especially among young consumers seeking both taste and individuality [5] - Brands like Mixue Bingcheng and Nongfu Spring have entered the market, leveraging their brand strengths and pricing strategies to capture market share [2] Consumer Insights - The primary demographic for ice cup consumers is aged 18-34, with females dominating on platforms like Xiaohongshu, while the gender ratio is more balanced on Douyin [21] - Consumer interest in ice cups is driven by factors such as brand, creative beverage pairings, price, and usage scenarios, with usage scenarios being the most critical factor [24] - Everyday life and summer scenarios remain the dominant contexts for ice cup consumption, but convenience stores, travel, and afternoon tea settings also show strong engagement [26] Brand Strategies - Nongfu Spring has led the social media buzz around ice cups, with its "ice cup DIY" content also boosting the popularity of other products like C100, NFC juice, and charcoal coffee [32] - Ele.me has partnered with 50,000 retail merchants to offer "ice cup festivals," selling millions of ice cups at 0.01 yuan, resulting in high engagement [32] - Nongfu Spring's ice cup strategy has evolved from initial testing in 2023 to a full-scale launch in 2024, with significant growth in social media mentions starting in March 2024 [36] Content and Engagement - On Xiaohongshu, content around cocktail recipes and creative summer drinks using ice cups has performed well, with food and lifestyle KOLs driving high engagement [13] - On Douyin, user-generated content around ice cup cocktail recipes and daily vlogs has garnered significant interaction, with lifestyle and food KOLs being particularly popular [48] - Nongfu Spring's ice cup-related content on Xiaohongshu, such as convenience store cocktail guides and creative C100 drink recipes, has seen high interaction rates [43] Product and Scenario Integration - Nongfu Spring's "ice cup + beverage" innovation has not only boosted the popularity of ice cups but also driven the summer success of other products like C100 and charcoal coffee [52] - Summer and convenience store scenarios are the core contexts for Nongfu Spring's ice cup content, with convenient and visually appealing drink recipes being key to its success [53]

(e) 产 用 2024 折叠屏消费趋势洞察 艺恩出品 2024年 1 日 2019 日 1 。 目录 Contents ) 之 國 折叠屏形态发展洞察 03 01 02 折叠屏市场概况 折叠屏消费者趋势 2 🙂 艺 @ 01 折叠屏手机市场概况 3 折叠屏品类进入集中爆发阶段,新品发布受关注 折叠屏品类进入爆发期,新品发布频率加快,近半年平均每月均有新机发布,声量同比去年实现大幅度增长; . 24年3月,受VIVO X Fold3系列发布,叠加华为Pocket2发布长尾效应影响,达近一年声量高峰。 . 「折叠屏」相关内容社媒讨论热度趋势 近一年相关作品量:28万+,同比:↑103% 近一年相关互动量:1.39亿+,同比:↑ 26% 小米 荣耀 荣耀 努比亚 MOTO MIX Fold3 V Purse Magic Vs2 Flip RAZR 50 荣耀 荣短 华为 VIVO 荣瓶 三星Galaxy OPPO Find OPPO Magic V Flip Magic V2 RSR Pocket2 X Fold3 Magic V2 Z Fold5 N3 Flip Find N3 华为 VIVO 三星Galaxy ...