2026年中国营销趋势报告

Core Insights - The 2026 China Marketing Trends Report emphasizes four key themes: "Digital Intelligence, Trust, Engagement, and Community" as pivotal for shaping marketing strategies in the coming year [1][4][6] Group 1: Digital Intelligence - AI Agents are evolving into agent-based AI, driving automation across the marketing chain and promoting "marketing equality" [1][6] - Companies are focusing on building marketing knowledge bases to enable precise and personalized marketing through frameworks like MAGIC [1][20] - AI applications have led to efficiency gains for companies such as Lenovo and Douyin, with significant improvements in content production and operational efficiency [20][21] Group 2: Trust - Trust is identified as a core competitive advantage for brands, necessitating transparent communication and value resonance to build consumer trust [1][6] - Brands like Small Can Tea and Ping An Good Doctor are enhancing user trust through public welfare marketing and cross-industry collaborations [1][6] Group 3: Engagement - "Human-centric marketing" is gaining importance, requiring brands to exhibit personality and social attributes to penetrate attention barriers [1][6] - Companies like JD.com and Little Swan are leveraging trending topics and engaging personas to achieve breakthrough communication [1][6] Group 4: Community - Brands must immerse themselves in community cultures to become social currency, empowering stakeholders for co-creation and mutual benefits [1][6] - Companies such as Stone Technology and Godiva are integrating into communities through cross-industry collaborations, while platforms like Bilibili are enhancing value through channel empowerment [1][6] Group 5: Methodology and Practical Framework - The report not only presents trend predictions but also offers actionable methodologies and practical references to help marketing decision-makers navigate changes and seize opportunities [7][6] - The MAGIC framework is highlighted as a systematic approach to enhance marketing strategies, focusing on user journey orchestration and personalized content generation [20][31]