Core Insights - The holiday season is a crucial growth window for Chinese brands expanding overseas, with a projected 1.2% increase in U.S. holiday retail sales for 2025, marking the lowest growth since 2009 [1] - Consumer behavior is shifting towards more rational spending, with a significant portion of consumers in the UK and Germany prioritizing price in their shopping decisions, presenting new opportunities for Chinese brands [1][2] Group 1: Consumer Trends - Consumers are preparing for holiday shopping earlier, with 50% of U.S. shoppers planning to complete most purchases before Black Friday [1] - There is an increasing emphasis on rational consumption, with over 80% of consumers in the UK and Germany focusing more on price comparisons [2] - The shopping decision-making process is becoming more complex, with cross-platform and multi-touchpoint behaviors becoming more prominent [2] Group 2: Brand Strategy - Chinese brands need to balance short-term conversion with long-term brand asset accumulation, which is a key challenge for holiday marketing [2] - Successful brands focus on clear communication of core values and emotional connections with consumers rather than relying solely on discounts [3] - Brands that invest in building their brand equity during economic downturns tend to perform better in recovery periods, with stronger sales and marketing returns [4][6] Group 3: Marketing Channels - Despite the dominance of online channels, 80% of consumers still plan to visit physical stores, indicating a need for brands to navigate a complex cross-touchpoint environment [5] - Open Internet advertising, which covers 75% of users' digital media time, is becoming increasingly valuable for brands during the holiday season [5] - CTV (Connected TV) is emerging as a fast-growing medium, capturing 30% of U.S. consumers' digital media time, and is effective for enhancing emotional connections and interactions with audiences [5][6]
2025假日季消费延续增长态势 品牌成企业出海“杀手锏”
Jing Ji Guan Cha Bao·2025-10-05 09:03