艺恩数据：2025年明星营销市场与趋势观察报告

Core Insights - The star marketing market is expected to continue expanding, with a focus on diversification and refinement, as brands increasingly rely on celebrity endorsements as a key marketing strategy [1] Market Overview - In 2025, 1,208 celebrities are projected to have endorsements, representing a 28.1% increase from 2023, while the number of brands announcing celebrity endorsements will reach 1,467, a growth of 38.48% [12] - The average number of brands endorsed by each celebrity and the average number of endorsements per brand are both steadily increasing [12] Timing and Trends - Endorsement announcements are concentrated around major e-commerce promotional events, particularly in May, September, and October, aligning with sales peaks like 618 and Double 11 [16] - The overall trend shows a growth in endorsement numbers across most months, with October seeing the most significant increase [16] Celebrity and Industry Distribution - Entertainment and film celebrities remain the preferred choice for endorsements, accounting for 84.06% of all endorsements, while the entertainment comedy sector is experiencing the fastest growth [19] - The beauty and skincare industry leads with 665 new endorsements, while the transportation sector shows a remarkable growth rate of 70.8% [27] E-commerce and Competition - The entry of Douyin into the e-commerce endorsement space has intensified competition, with the number of e-commerce celebrity endorsements rising by 155% to 304 [28] - Major e-commerce platforms like Taobao and Tmall are leading in the number of new endorsements, utilizing a flexible matrix of celebrity collaborations [34] Celebrity Structure - The endorsement landscape is dominated by male celebrities, with over 57% being male, and the age group of 26-35 years is seeing an increase in representation [45] - The number of endorsements for B and C-level celebrities has significantly increased, indicating a shift in resource allocation towards mid-tier talent [51] Marketing Channels - Different social media platforms are being utilized for distinct marketing strategies, with Weibo focusing on trending topics, Douyin leveraging short videos for effective conversion, and Xiaohongshu emphasizing scene-based marketing [2] Innovation Trends - New marketing innovations include exclusive merchandise for endorsers, executive endorsements, and the integration of user-generated content to enhance brand storytelling [2]