2024年中国品牌营销咨询行业研究

Industry Definition and Classification - The brand marketing consulting industry focuses on brand-centric strategies aimed at strategic growth, offering services such as strategic planning, brand positioning, business model design, and visual planning to help companies implement their strategies [14] - The industry is evolving towards a more digital, professional, and emotionally-driven marketing approach, with services including brand strategy consulting, digital marketing, super product creation, and brand image upgrades [14] - The industry is classified based on downstream client types (offline vs e-commerce), service delivery (full-service vs non-full-service), demand direction (mature vs emerging brands), and marketing channels (traditional vs digital) [15][16] Industry Barriers and Characteristics - Experience and Case Library Barrier: The core competitiveness of the industry lies in the experience, case libraries, and analytical methods that form the basis of marketing strategies [17][18] - Talent Barrier: The industry requires professionals with market analysis, brand management, and marketing planning expertise, as well as innovation and creativity to adapt to the evolving digital landscape [19][20] - Client Resource Barrier: High client stickiness and the accumulation of stable, high-quality client resources are crucial for the rapid development of brand marketing consulting firms [20] - Technology Barrier: The increasing reliance on data analysis and AI technologies has raised the technical and digital requirements for firms in the industry [21] Market Size - The overall brand marketing consulting market in China grew from RMB 368 billion in 2019 to RMB 513.9 billion in 2023, with a CAGR of 8.7% [27] - The e-commerce brand marketing consulting market grew at a CAGR of 13.2% from 2019 to 2023, reaching RMB 205.6 billion in 2023, and is expected to grow to RMB 351 billion by 2028 [28][29] Industry Trends - Full-Service Brand Marketing: The trend towards full-service brand marketing, which integrates strategy, execution, and implementation, is becoming more prominent [30][31] - Rational and Emotional Marketing Integration: The combination of rational (positioning) and emotional (aesthetic) marketing approaches is emerging as a key trend in the new consumer era [31][32] - AI-Driven Marketing: The industry is transitioning from human-driven market research to a combination of human and AI-generated content (AIGC), with AI tools being increasingly adopted for marketing automation and efficiency [34][35][36] Competitive Landscape - The overall marketing consulting industry includes both specialized brand marketing consulting firms and comprehensive media companies, with key players such as Squirrel Leap, Hua & Hua, Junzhi, Ries, and Trout [44][45][46] - In the e-commerce brand marketing consulting segment, Squirrel Leap and Tangchen Jiexun are leading players, with Squirrel Leap focusing on full-service, digital, and differentiated marketing solutions [52][53][54] Industry Drivers - Policy Support: Favorable government policies, such as the "Digital Commerce Three-Year Action Plan" and "Guidance on Promoting Brand Building in the New Era," are driving the growth of the brand marketing consulting industry [55][56][57][58] - Digital Transformation: The increasing penetration of the internet and social media, along with advancements in AI and big data, are accelerating the demand for digital marketing services [59] - Rising Consumer Spending: Despite the impact of the pandemic, China's overall social consumption has shown an upward trend, providing continuous demand for brand marketing consulting services [60]