2026中国营销趋势：宏盟媒体xTBWA

Investment Rating - The report does not explicitly provide an investment rating for the industry [3] Core Insights - Marketing is entering the "human-machine collaboration" era, where the core of marketing in 2026 is to enhance human experiences using technologies like AI and smart devices rather than replacing human elements [6] - Seven key trends are reshaping the marketing landscape, identified across media applications, consumer markets, and cultural trends [7] - Consumer behavior is characterized by a dual drive of rationality and emotional resonance, where consumers are willing to pay a premium for emotional value while being extremely rational in daily consumption [8] - Emotional value needs to be specific and unique, as it has become a foundational aspect of marketing, with future competition focusing on the ability to provide precise, unique, and immersive emotional experiences [9] - The marketing approach is shifting from "people searching for information" to "information finding people," necessitating deep connections with consumers through scene triggers and community operations [10] Summary by Sections Research Background Assessment - The report is a collaboration between Omnicom Media and TBWA Shanghai, focusing on consumer culture, values, behaviors, and media habits [4] - The research timeframe emphasizes trends for 2026, with substantial data based on market dynamics and consumer research from 2024-2025 [4] - The authority of the report is backed by the reputation of Omnicom Media and TBWA, known for their expertise in consumer insights and media trend predictions [4] Scope and Boundaries Confirmation - The report's trends apply broadly across industries, with a focus on technology and internet, retail and e-commerce, fast-moving consumer goods and fashion, automotive and home, and culture and entertainment [5] - The geographical focus is on the mainland China market, with all analyses based on local market conditions [5] - The target user groups include brand owners, marketers, media planners, and corporate strategists [5] Key Data Capture and Presentation - AI-generated content accounted for 64% of mobile search results on Baidu as of July 2025 [14] - The daily page views for AI searches on Douyin exceeded 300 million [14] - The market size for China's instant retail sector in 2025 is projected to be 971.4 billion [14] - The sales growth of AI glasses on JD during the 2025 Double Eleven shopping festival increased by 346% year-on-year [14] - Participation in women's combat sports (e.g., boxing) rose from 5% to 10% [14] - Social media volume related to "emotional value" increased by 87% year-on-year in 2025 [14] - Social media volume related to "long-termism" grew by 172% year-on-year in 2025 [14]