2024Q1明星营销市场与趋势观察

Industry Investment Rating - The report does not explicitly mention an industry investment rating [1][2][3] Core Views - The celebrity endorsement market continues to heat up, with both the number of brands and celebrities involved in endorsements increasing significantly in 2024Q1 compared to 2023Q1 [4][5] - The entertainment sector remains the dominant choice for brands, with 80.65% of endorsements coming from this sector in 2024Q1 [6][7] - Influencers and KOLs are gaining traction, with a 600% year-over-year increase in endorsements from this group [6] - Sports endorsements are also on the rise, particularly for athletes like Wang Chuqin and Sun Yingsha, whose commercial value has surged due to increased visibility in major sports events [11][12] - Brands are innovating in their endorsement strategies, with a 22% increase in holiday-related endorsement roles in 2024Q1 compared to 2023Q1 [14][15] Market Trends - The clothing and accessories, beauty and skincare, and internet industries are leading in the number of celebrity endorsements in 2024Q1 [18] - Brands are increasingly leveraging social media platforms like Weibo, Xiaohongshu, and Douyin for celebrity endorsements, with significant engagement metrics observed [22][23][24][25][26][27][28][29][30][31][32][33][34][35] - "Invisible" endorsements, where celebrities subtly promote brands through personal actions, are becoming a trend, as seen with Zhang Songwen and Xiaomi [37][38][39][40] - Reverse endorsements, where brands choose unexpected celebrities to promote their products, are also gaining popularity, as demonstrated by Heytea's collaboration with fitness influencer Pamela Reif [41][42] - Seasonal marketing campaigns, particularly around holidays like Chinese New Year, Valentine's Day, and Women's Day, are being used effectively to boost brand visibility [44][45][46] - Integration of endorsements into TV show spin-offs is proving to be a successful strategy, as seen with the collaboration between "Southbound and Northbound" and Chunzhen Yogurt [47][48][49]