中国广告协会张国华：流量时代更需要重拾品牌初心

Core Insights - The current landscape of the Chinese advertising industry is dominated by internet advertising, which accounted for over 85% of the total revenue of 1.54 trillion RMB in 2023, with traditional advertising shrinking to about 15% [3] - There is a growing concern that the excessive focus on short-term traffic can lead to a decline in creativity and brand building, potentially harming the industry's health [2][3] - The transition from "product manufacturing" to "brand creation" is seen as a strategic opportunity for companies, emphasizing the need for solid product foundations and unique emotional narratives to build long-term competitive advantages [2][4] Industry Dynamics - Internet advertising has surpassed traditional advertising since 2016, driven by its immediacy, convenience, interactivity, and high conversion efficiency, making it attractive to advertisers seeking effective results [3] - The average profit margin for internet advertising agencies has dropped to around 1%, indicating a growth bottleneck in the industry due to intense competition [3] Brand Value - The foundation for brand building in China has significantly strengthened, with improvements in raw materials, production processes, design capabilities, and after-sales service, supporting the development of high-end brands [4] - Effective brand building requires a solid base of quality products and services, as relying solely on storytelling and creativity without a strong foundation is unsustainable [4] Synergy Between Traffic and Brand - The relationship between traffic and brand is seen as complementary, where brand building is akin to "planting seeds" in consumers' minds through quality content and emotional storytelling, while traffic conversion is about "harvesting" to achieve business goals [5] - Companies are encouraged to leverage unique stories and cultural elements to differentiate their value propositions and gain long-term consumer recognition [5] - The future of Chinese brands on the international stage is envisioned as one where they not only secure a place but also become synonymous with quality and innovation [5]