Core Insights - The concept of "human touch" has become a frequent term in marketing, emphasizing the value of authenticity and relatability in a world increasingly dominated by AI [1] - Brands are shifting from transactional marketing to emotional connections, focusing on genuine interactions with consumers [1] Group 1: Engaging with Humor and Relatability - Brands are increasingly using humor and memes to connect with younger audiences, making marketing feel more natural and relatable [2] - The collaboration between McDonald's and Mercedes-Benz exemplifies this trend, as they created a playful campaign that resonated with young consumers through shared cultural references [2] - NIO's response to user-generated humor showcases how brands can turn online jokes into real-life marketing opportunities, enhancing engagement and relatability [4] Group 2: Understanding User Emotions - Successful brands are those that can identify and respond to the emotional needs of their audience, acting as "emotional companions" [7] - For instance, Gaode's "National Top 100 Restaurants" guide was created based on user sentiment, helping consumers navigate their dining choices during holidays [7] - Brands that address collective emotional states, such as post-holiday blues, can create meaningful connections, as seen in campaigns that offer comforting products [9] Group 3: Listening and Responding to Consumer Feedback - Brands are increasingly adopting a "listening" approach, responding to consumer feedback in real-time to enhance engagement [14] - The integration of humor and consumer feedback in campaigns, such as the clever use of character names in advertisements, demonstrates the effectiveness of this strategy [16] - Companies like Xiaomi are implementing mechanisms for user participation in product development, ensuring that consumer voices are heard and valued [18]

Core Insights - The report focuses on the online variety show industry in China, analyzing user scale, content innovation, and marketing trends for 2024-2025, aiming to provide decision-making references for platforms and brands [1] User Scale of Online Video - The overall user base has reached 1 billion, with a year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] User Trends in Online Variety Channels - The variety show market remains stable with active monthly device counts between 500-600 million, peaking in June and October 2024 due to seasonal factors [6] User Demographics of Variety Channels - The primary audience for variety channels consists of young people, particularly those aged 18-24, with a TGI index of 122, and a higher preference among female viewers [7] Content Creation Market Performance - There is a growth in new variety shows and sequels, with 20 new shows launched in 2024, reflecting a stable content innovation capability [11] Performance of Different Content Types - The outdoor experience category continues to grow, while comedy shows have seen a 143% increase in viewership compared to 2023, indicating a shift in audience preferences [13] Reality Game Show Performance - In 2024, six reality game shows were produced, with Youku leading in both quantity and viewership, capturing 35.5% of the market share [16] New Variety Show Overview - The new variety shows in 2024 showcase diverse themes, with Q2 and Q3 being peak periods for premieres [18] Key Highlights of Reality Game Shows - Reality game shows redefine the genre by offering immersive experiences that engage viewers with real-world issues [20] Key Highlights of Comedy Variety Shows - Comedy shows prioritize emotional value and address social issues through light-hearted expressions, with Tencent and iQIYI leading the charge [25] Innovation in Content Creation - The industry is transitioning from traffic competition to a focus on high-quality IP development, with a notable increase in the success rate of new IPs [30] Brand Sponsorship Trends - The number of brands sponsoring variety shows has slightly decreased, but the average number of sponsors for top new shows has increased from 3.3 to 3.9 [40] Industry Distribution of Sponsorship Brands - Fast-moving consumer goods account for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [45] Marketing Budget Changes - Overall marketing budgets are tightening, with variations across industries; the internet services sector maintains a higher budget level [50] Evaluation of Sponsorship Effectiveness - The evaluation of sponsorship effectiveness has developed a dual verification system, focusing on both basic traffic and business conversion metrics [57] Ecological Marketing Strategies - The report outlines a shift towards ecological marketing, integrating brand, content, and ecosystem for enhanced value realization [59] Innovative Marketing Strategies - Brands are increasingly co-creating with variety shows to enhance their image and engage younger audiences [62][65]

Core Insights - The report focuses on the online variety show industry in China, analyzing user scale, content innovation, and marketing trends for 2024-2025, aiming to provide decision-making references for platforms and brand owners [1] - The online video user base has reached 1 billion, showing a slight year-on-year growth of 3.4%, indicating a significant recovery in the industry [2] - The variety show user market remains stable at 500-600 million, with peaks in June and October 2024 due to seasonal factors [4] User Trends - The variety show audience primarily consists of young people, female viewers, and residents of new first-tier cities, with a TGI index of 122 for the 18-24 age group [7] - Monthly active devices in the variety show market reached a peak in June 2024, driven by summer programming and high demand for home entertainment [4] Content Creation Market - There is a growing confidence in the market, with an increase in new variety shows and sequels, reflecting a stable content innovation capability [9] - In 2024, 20 new variety shows were launched, a slight increase from 2023, with improved viewership performance [9] Content Type Performance - The outdoor experience category remains the highest in market share, while comedy variety shows have seen a significant increase in viewership, up 143% from 2023 [11] - Reality game shows are emerging as a new category, with six new shows launched in 2024, particularly led by Youku [14] Marketing Trends - The number of sponsoring brands for variety shows has slightly decreased, but the number of brand placements in new shows has increased from 3.3 to 3.9 [37] - Fast-moving consumer goods (FMCG) brands accounted for 62.4% of sponsorship frequency, indicating their dominant role in the variety show sponsorship market [42] Brand Marketing Strategies - Brands are increasingly leveraging variety shows for deep product integration and brand endorsement, with a focus on achieving quick audience engagement [49] - The trend of "combination投放" is rising, allowing brands to utilize multiple shows for sustained visibility and audience recall [64] Content Innovation - The integration of technology in variety shows is enhancing viewer immersion, with AI and digital characters playing significant roles in audience engagement [30] - New content formats, such as micro-variety shows, are being explored to meet changing audience preferences and enhance brand resonance [32]

" 低价补贴模式或难以为继。 " 作者丨陈嘉欣 编辑丨梁辰 最近，一场"没有假球，全是世仇"的苏超球赛成为国民级热梗来源。热心网友喊话宿迁人刘强东，比起京 东不久前赞助的欧冠，苏超的"爱恨情仇"或许更值得直播带货。 6月13日，听劝的京东官宣成为苏超官方战略合作伙伴。"场上十三太保，场下京东管饱"等玩梗标语的传 播度随赛事热度一起增长，让京东再次成为外卖平台中的"显眼包"。 对于刚闯入外卖赛道的京东来说，苏超是一个难得的营销机遇。 京东相关负责人表示，双方合作将打造"体育+电商+外卖"的创新融合模式，赛事期间，京东将推出1万罐 啤酒1分钱送活动，赛事结束后则将开启获胜城市特色商品、美食外卖和农特产品大补贴秒杀活动等。 夏季的大型体育赛事一般都是外卖平台的狂欢时刻。饿了么数据显示，去年欧洲杯期间，夜宵时间段内冰 品冷饮外卖量环比增长100%，零售外卖量环比增长也超过30%。 过去这块红利被美团饿了么两家瓜分，如今京东入场搅局，谁能优先拿到合作名额，意味着谁将在后续竞 争中有更大胜算。这对想在外卖赛道站稳脚跟的京东来说，是不可能放弃的好机会。 据统计，5月15日京东日订单量突破2000万单。从1000万单增长到2 ...