Group 1 - The core viewpoint of the article highlights that the Chinese advertising market is experiencing structural growth driven by multiple factors, with significant increases in advertising spending across various sectors such as entertainment, telecommunications, and personal care products [1][3] - Categories like personal health care, educational supplies, and leisure services have shown over 100% growth in advertising expenditure from January to July 2025, indicating strong market opportunities [3] - Advertisers are increasingly allocating budget towards new product promotions, with expectations that these expenses will account for 35% of overall marketing budgets in 2025, up 3 percentage points from 2024 [5] Group 2 - The rise of AI is significantly impacting consumer behavior and advertising strategies, with AI-related advertising spending increasing by 442.8% year-on-year in the first half of 2025, and 77% of consumers expressing a preference for brands that incorporate AI elements [6][10] - The shift towards an experience economy is prompting brands to evolve from merely functional advertising to creating immersive experiences that foster emotional connections with consumers [7][8] - Brands are increasingly utilizing authoritative perspectives in their marketing strategies, such as live-streaming factory processes to enhance credibility and trust among consumers [8] Group 3 - Brand value construction is becoming central to marketing strategies, with consumers prioritizing brand factors in their purchasing decisions, leading to a rise in advertisers focusing on brand value over immediate effectiveness [14][16] - Recent government policies are encouraging a focus on brand value enhancement, with initiatives from the State-owned Assets Supervision and Administration Commission aimed at guiding central enterprises in brand building [16] - The article suggests three key directions for the market: creating multi-dimensional experiential expressions, embracing AI while maintaining a human-centric approach, and returning to brand value construction as a core strategy for sustainable growth [17][18][20]

Market Growth Insights - The Chinese advertising market is entering a new phase characterized by "structural growth + experience-driven + value reconstruction" [1] - From January to July 2025, the advertising market showed structural growth, with significant contributions from entertainment, self-care, and technology sectors [1] - Notable increases in advertising spending were observed in personal health care (+283.4%), educational supplies (+158.0%), and footwear (+121.8%) [1][8] - The top five categories for brand growth included condiments (+28.6%) and laundry products (+24.6%), indicating resilience in these sectors [1][8] - New product promotion expenses accounted for over 40% in telecommunications and home appliance industries, with expectations of maintaining over 30% investment across most sectors in 2025 [1][10] Marketing Expression Upgrades - The shift from "single expression" to "multi-dimensional expression" is driven by the "experience economy," creating a feedback loop of "experience-resonance-viral" [2] - AI is enhancing emotional experiences in marketing, with over 50% of consumers using AI for purchasing decisions in categories like home appliances and electronics [2][12] - The report emphasizes the importance of brand value construction, noting that 57.8% of consumers prioritize brand over immediate effectiveness in decision-making [2] Cultural Experience and Engagement - Cultural experience activities are gaining popularity, with concert ticket sales reaching 1.393 billion yuan (+8.8%) in the first half of 2025, and advertising spending for concerts increasing by 58.8% [1][15] - Brands are leveraging immersive activities to enhance interaction with consumers, reflecting a new norm in cultural tourism consumption [1][15] AI and Brand Perception - The number of AI-related products and advertising expenditures surged by 442.8%, with 77% of consumers believing that AI elements enhance brand favorability [1][12] - The report suggests that brands should utilize AI effectively while increasing advertising investments to build long-term competitiveness and achieve sustainable growth [2]

Group 1: Consumer Behavior Trends - Consumers are increasingly fragmented in their choices, with an average of 110 fast-moving consumer goods (FMCG) brands selected annually, up from 97 a decade ago [1] - The average time spent on a single app has decreased to 2.6 minutes, significantly down from five years ago [1] - By 2025, consumers are expected to use an average of eight different channels for purchasing FMCG, compared to five channels ten years ago [1] Group 2: Market Growth and Segmentation - The paper products market has seen a 2.4 times increase in market size compared to ten years ago, driven by high penetration rates and frequency of purchase [1] - 93% of brand growth is attributed to increased penetration, indicating that brands must attract more buyers to grow [1] - The FMCG market in China is projected to grow by 1.8% in the first half of 2025, with a shift towards segmented competition and a focus on specific consumer needs [2] Group 3: Advertising Market Insights - In 2025, advertisers are expected to allocate 35% of their overall marketing budget to promoting new products, a 3% increase from 2024 [3] - The use of AI in advertising is on the rise, with 77% of consumers believing that AI elements enhance brand perception [3] - AI-related product launches and advertising expenditures have seen significant growth, with an 83% increase in product launches and a fourfold increase in advertising spending in the first seven months of the year [3] Group 4: Media Market Developments - The media landscape is evolving with technological advancements and audience changes, leading to an upgrade in media value [4] - Mainstream media is focusing on positive social messaging and user engagement, utilizing structured content and global narratives to enhance brand visibility [4] - The mobile internet user base is stabilizing, with significant growth in entertainment and smart applications, indicating a shift towards premium content [4] Group 5: Strategic Recommendations for Brands - Brands should create multi-dimensional experiences for consumers, moving away from single expressions to a more integrated communication approach [5] - Embracing AI as a tool to enhance human interaction is crucial, allowing brands to connect emotionally with consumers [5] - A focus on brand value construction is essential, avoiding a purely results-driven approach and investing in long-term brand equity [5]

6月的喜马拉雅山脉仍夹杂着丝丝寒意，林芝鲁朗小镇却响起了起跑枪声，这也间接点燃了美 妆行业对体育营销的最新想象。 作为国内海拔最高、风景最美、门槛最高的越野跑赛事之一，2 0 2 5自然堂喜马拉雅极限越野 跑 自 2 0 1 9 年 召 开 起 ， 就 意 味 着 其 不 只 是 一 场 竞 赛 ， 更 是 一 次 人 类 对 地 球 第 三 极 的 触 摸 与 丈 量。然而，这场看似与美妆毫无关联的极限运动，却正在成为美妆品牌体育营销最具代表性的 探索。 据了解，自然堂喜马拉雅极限越野跑于2 0 1 8年开始筹备，在2 0 1 9年和2 0 2 0年连续举办两届。 赛事以高海拔（超4 0 0 0米）、复杂地形为核心挑战，两届比赛共吸引超过3 0 0名精英选手参与 角逐。 经过4年沉淀，2 0 2 5年，自然堂喜马拉雅极限越野跑正式重启。今年的赛事召开时间为6月1 3 日至6月1 5日，以"越野越自然"为主题，设置"自然秘境7KM"、"突破极限3 5KM"、"征服巅 峰5 5KM"三大组别，其中最长赛道5 5KM，最高海拔4 5 2 8M，累计爬升2 3 6 7M，选手在高山 草甸、高原湖泊与喜马拉雅地域风情 ...

5月1 4日，第九个中国品牌日之际，中国香料香精化妆品工业协会发布《关于推动行业品牌价 值建设的倡议书》（以下简称"倡议书"），明确提出以 "创新、品质、管理、诚信、协同" 为 核心的全行业品牌建设纲领。 珀莱雅化妆品有限公司、云南贝泰妮生物科技集团有限公司、山东福瑞达生物股份有限公司、 山东花物堂生物科技有限公司、广州谷雨生物科技有限公司、上海百雀羚日用化学有限公司等 数十家头部企业代表见证并共同发布了该倡议书。 与此同时，行业内首个 由国内原创的专业、权威和系统的品牌价值评估系统——"中国香妆品 牌价值评估系统" 也正式发布，标志着中国香妆行业在品牌建设道路上迈出了重要一步。 当前，中国香妆行业正面临从"流量竞争"向"价值驱动"的战略转型。消费升级叠加市场分化， 企 业 亟 需 通 过 品 牌 价 值 建 设 突 破 同 质 化 困 局 。 此 次 发 布 的 倡 议 书 则 是 中 国 香 妆 协 会 对 企 业 们 在"品牌价值"建设上的重要方向指引。 总得来看，倡议书以"推动中国制造向中国品牌转变"为总目标，提出五大行动路径，直击行业 痛点： 1、坚持创新驱动，筑牢品牌价值根基 首先在科技层面，倡议 ...