IMS(SH:600556) Chan Ye Xin Xi Wang·2026-02-08 01:28Core Insights - Influencer marketing has evolved from a supplementary branding tool to a core channel for reaching Generation Z, lower-tier markets, and niche audiences, integrating various marketing functions such as product seeding, conversion, and private domain retention [1][7] - The global influencer marketing solutions platform market is projected to reach 25.6 billion yuan by 2025, with a year-on-year growth of 4.5% [1][8] - China's influencer marketing solutions platform market is expected to reach 16.3 billion yuan by 2025, accounting for 64% of the global market, with a year-on-year growth of 5.2% [8] Industry Overview - Influencer marketing refers to a digital marketing model where brands leverage influencers' fan influence, content creation ability, and trust to achieve marketing goals through customized content, interactive communication, and live streaming [2][3] - The influencer marketing solutions platform integrates influencer resources, marketing tools, and data capabilities to provide comprehensive services such as influencer selection, content planning, and performance tracking [3][5] Industry Barriers - Data constitutes the core competitive advantage of influencer marketing solutions platforms, creating high entry barriers due to the need for extensive vertical data sets [4] - Strict privacy regulations and limited data accessibility on social platforms make it challenging for new entrants to acquire high-quality behavioral data [4] Industry Chain - The influencer marketing solutions platform industry chain consists of upstream suppliers, midstream hubs, and downstream monetization, with each segment playing a crucial role in the overall ecosystem [5][6] - Upstream includes influencers and MCN agencies, while midstream platforms serve as the key hub connecting resources and services [5] Competitive Landscape - The market exhibits high concentration, with leading platforms benefiting from established ecosystems and scale effects, resulting in a "head effect" that reinforces market barriers [9] - As of 2024, the CR5 market share for global influencer marketing solutions platforms is projected to be 40.4%, while in China, it is expected to reach 50.6%, with Tianxiaxiu leading at 26.1% [9] Development Trends - AI technology is anticipated to become a core driver, enabling platforms to transition from tool-assisted to intelligent-led operations, enhancing service efficiency and precision [10] - The industry is moving towards an integrated service ecosystem, breaking down information barriers and expanding service offerings beyond basic influencer matching [11][12] - Compliance will become a standard, ensuring platforms adhere to regulations and establish robust content and data protection mechanisms [13] - Globalization will accelerate, with cross-border influencer marketing emerging as a new growth engine for Chinese brands [14]