中国企业的营销，正在上演着一场“人格分裂”

Core Insights - The average growth rate of marketing budgets for Chinese companies is only 8% in 2025, the lowest in five years, with 54% of marketers expressing negative confidence in market prospects and planning to reduce budgets [1][4]. Group 1: Marketing Budget Trends - There is a contradiction in the marketing strategies of Chinese companies, where 56% recognize the importance of brand building for growth, yet 53% plan to reduce brand investment in favor of performance-based advertising [4][6]. - The pressure from a weak domestic demand and the need for immediate, quantifiable returns on marketing investments lead companies to prioritize performance advertising over brand building [6][8]. Group 2: Advertising Strategies - Companies are increasingly relying on performance advertising, which is perceived as providing clear ROI, while brand advertising is seen as a long-term investment that is difficult to quantify [6][9]. - The competition in performance advertising leads to rising customer acquisition costs, locking companies into a cycle of paid traffic without building brand equity [9][11]. Group 3: Long-term Implications - Relying solely on performance advertising can lead to a strategic wait-and-see approach, making it difficult for companies to establish a brand moat and increasing costs when they eventually try to build brand recognition [12][14]. - Continuous investment in both performance and brand advertising is essential, as a lack of advertising can significantly reduce brand activity and sales [14][15]. Group 4: Innovative Marketing Approaches - Companies should leverage short video platforms and creator IPs for low-cost, deep brand building, integrating brand values into content to enhance trust and recognition [16][17]. - A balanced approach using both brand and performance advertising is necessary for sustainable growth, with a focus on creating brand assets while driving sales conversions [19].