“罗与华”之争出圈 品牌咨询行业面临三大转型

Core Insights - The recent public dispute between internet celebrity Luo Yonghao and Hua Yu Hua founder Hua Shan has drawn significant attention, highlighting the brand consulting industry's current dynamics [1] - The brand consulting sector is entering a new development phase, driven by technological advancements and changing consumer preferences, particularly among younger generations who favor authentic and unique brand communications [7] Company Overview - Hua Yu Hua, established in January 2004, is a leading brand consulting firm in China, known for its core methodology of "super symbols equal super creativity," providing comprehensive services including strategic consulting, product development, and brand design [2] - Despite its commercial success and a series of effective case studies, Hua Yu Hua has faced criticism for its advertising slogans and logos, which some describe as "ugly" and "earthy" [2][3] - The firm has reportedly charged over 60 million yuan in consulting fees to Xibei over the past decade, which has sparked controversy and led to accusations of being a "brand assassin" [6] Industry Dynamics - The brand marketing consulting industry has seen its market size grow from 36.8 billion yuan in 2019 to 51.39 billion yuan in 2023, with a compound annual growth rate (CAGR) of 8.7%. Projections indicate further growth to 70.21 billion yuan by 2028, with a CAGR of 6.4% [4] - The competitive landscape is characterized by a low concentration of firms, with a mix of companies across different revenue tiers, including those with over 100 million yuan in revenue and others below 50 million yuan [5][6] - The industry is experiencing a transformation, with three key characteristics: low overall concentration, increasingly blurred boundaries between branding, advertising, and public relations, and a technological drive reshaping the industry ecosystem [6] Consumer Trends - Younger consumers are exhibiting a strong sense of autonomy, showing decreased acceptance of traditional marketing methods and a preference for brands that resonate with their values [7] - Users are evolving from passive recipients to co-creators of brand narratives, necessitating a shift in how brand consulting firms engage with their audiences [8] Future Directions - Brand consulting firms must embrace modern technologies, particularly artificial intelligence, to adapt to rapid changes in the industry [8] - There is a need for a multi-dimensional communication strategy to ensure brand value is effectively perceived and trusted across diverse contexts and audiences [8] - The industry faces fundamental questions regarding its positioning and business models, including whether to act as high-level consultants or deeply involved executors, and how to structure fees to reflect true value [8]