2026年快消行业AI营销增长白皮书-微播易

Core Insights - The fast-moving consumer goods (FMCG) industry is transitioning from a traditional growth model reliant on population, channels, and traffic to a "volume increase, price decrease" era characterized by stock competition and challenges such as low CPI, insufficient consumer demand, and declining average prices [1][6][25] - The report identifies three main growth engines: AI-driven marketing strategies, industrialized content marketing, and the establishment of digital infrastructure to support end-to-end intelligent evolution [1][2] Market Analysis - The FMCG market is experiencing low growth rates, with sales growth rates projected to be at a low point, showing a slight recovery in the first three quarters of 2025 [11][12] - The average selling price is declining, which is impacting brand profitability and growth, indicating that sales volume growth does not equate to business growth [12][13] - Consumer behavior is shifting towards a dual demand for "smart spending" and "self-indulgence," leading to high-frequency purchasing patterns [16][18] Growth Engine 1: AI Mind Positioning - AI is transforming marketing from a reactive to a predictive approach, allowing brands to anticipate consumer needs 6-12 months in advance [27][30] - The marketing strategy is evolving from disruptive advertising to service-oriented marketing, enhancing user experience and engagement [31][32] Growth Engine 2: Industrialized Content Marketing - Brands are encouraged to build reusable digital asset systems through a label-based approach, enabling efficient content production and precise matching to marketing needs throughout the product lifecycle [1][2] Growth Engine 3: Digital Infrastructure - Establishing a comprehensive data asset map that covers strategic positioning, production, promotion, and innovation is crucial for driving end-to-end evolution in the FMCG sector [1][2] AI Implementation in Marketing - AI has shown significant effectiveness in various marketing scenarios, such as reducing production costs for TV commercials, optimizing e-commerce materials, and enhancing user interaction in private domain operations [2][25] - Companies like Weibo Yi are leveraging AI to create a comprehensive service system that supports brands throughout the marketing process [2]