中国互联网营销市场 | 研究报告 核心摘要： 《2025年中国互联网营销市场研究报告》显示，网络广告市场持续扩容、稳步发展。2023年，中国互联网广告市场收入较2022年增长12.4%，达到11317亿元。 电商和短视频平台成为广告主最青睐的两大媒体类型，贡献大部分市场收入。在技术创新、需求迭代与媒介进化的共同作用下，产业链各方积极探索为市场注入发展 动能。2024年大模型技术持续推动AIGC全场景渗透，开启数字营销新篇章。从内容侧来看，微短剧正成为新的流量入口，多主体入局推动市场扩容，为品牌营销带 来新的内容载体。顺应内容和媒介的生态化趋势，场景的重要性日益凸显，场景化种草使品牌从满足需求走向激发需求，成为流量红海时代寻求增量的新解法。消费 者作为广告营销传播的直接受众，始终处于品牌信息传递的终端位置。随着生活方式变迁、价值观念重构、社会心理变化，消费者的行为模式正经历深刻变化，消费 动机的转型直接重塑了品牌与受众的沟通逻辑。品牌营销策略必须紧跟社会结构的动态变化，因时因地制宜地调整。 2024年国民经济呈现平稳运行态势，但外部环境的不确定性对消费需求形成阶段性制约。下半年增量政策的密集出台有效提振市场信心 ...

Core Insights - The global refrigeration market is experiencing intensified competition, with technological advancements and upgraded consumer demands for functionality, energy efficiency, and preservation [1] - Haier has emerged as a leader in the refrigeration sector, maintaining the top position in global brand retail volume for freezers for 14 consecutive years and for wine cabinets for 15 years, holding a market share of 24.1% [1] Market Performance - Haier's freezer market share is particularly strong in emerging markets, with Thailand at 30%, Malaysia at 34.7%, Pakistan exceeding 62%, Nigeria at 35%, and Congo-Brazzaville at 30% [1] - In developed markets, Haier and AQUA brands together hold a 41% share in Japan, while Haier's wine cabinets perform exceptionally well in the European high-end market, ranking first in Italy and France [1] Competitive Advantages - Haier's leadership in freezers and wine cabinets is attributed to three key areas of deep synergy [1] - Technological breakthroughs address industry pain points, such as the -60℃ rapid freezing technology for freezers and precise temperature control for wine cabinets, ensuring optimal storage conditions [1] Localization Strategy - Haier's localized approach enhances its competitive edge, with manufacturing centers in Southeast Asia, South Asia, and Africa, leveraging a global open innovation system to quickly respond to diverse consumer needs [2] - Specific product adaptations, such as a durian freezing solution in Malaysia and a 150-hour non-thawing freezer in Nigeria, demonstrate Haier's ability to match local consumption scenarios [2] Marketing Strategies - Scene-based marketing effectively drives market growth by integrating local cultural elements, resulting in increased brand visibility and market share [2] - For instance, during the Eid al-Adha festival in Pakistan, a combination of online and offline marketing led to a 30% increase in sales, while the durian season in Malaysia saw Haier's freezers capture over 64% market share in a major appliance chain [2] Export Potential - According to the China Electromechanical Products Import and Export Chamber, freezer exports are projected to reach 13.7 million units in the first half of 2025, reflecting a year-on-year growth of 5.8%, indicating ongoing global market potential [2] - Haier's global collaboration capabilities and localized responsiveness are expected to be crucial in adapting to market changes [2]

Group 1 - The core viewpoint of the articles highlights a significant surge in summer clothing consumption driven by high temperatures, with a structural upgrade in the market, particularly in silk dresses and ice silk materials [1] - Summer cross-border consumption has seen explosive growth, with overseas summer clothing transaction volume increasing by 228% year-on-year, and Hong Kong and Macau regions at 178%, driven by improved logistics efficiency and consumer demand for global fashion trends [1] - Companies need to capture opportunities in the market shift from scale expansion to structural optimization by focusing on three key areas: precise product strategy segmentation, supply chain optimization, and innovative marketing strategies [1][2] Group 2 - Product strategies should be tailored to different consumer segments, such as creating products for the 36-45 age group that combine quality and situational use, while also targeting the under-25 market with fast fashion collaborations and high-value designs [1] - Supply chain optimization is essential for the growing cross-border business, including enhancing overseas warehouse networks and ensuring timely logistics and compliance with customs regulations to avoid delays [1] - Innovative marketing approaches are necessary, moving beyond simple clothing displays to storytelling through short video platforms, showcasing brand values in various consumer scenarios [2]

Group 1 - The core viewpoint emphasizes the importance of analyzing marketing trends and case studies to identify potential growth opportunities for brands in the second half of 2025 [1] - Six forward-looking marketing trends have been identified through the analysis of over a hundred cases, providing actionable insights for brands [1] - Emotional marketing has become a key driver of consumer behavior, with brands needing to integrate emotional elements into their strategies [2][4] Group 2 - LABUBU serves as a prime example of emotional marketing, resonating with young consumers by embracing a rebellious and non-conformist identity [4][7] - Emotional marketing is evolving towards more specific and precise expressions, with different emotions being assigned distinct meanings [4][7] - Brands are encouraged to adopt a long-term approach to emotional marketing, ensuring that emotional connections are deeply embedded in their brand identity [7] Group 3 - Brands are increasingly recognizing the need to return to the essence of marketing by focusing on quality content rather than short-term traffic [8] - Leveraging trending content can help brands establish emotional connections with consumers, transforming them from mere observers to active participants in cultural conversations [10] - Successful collaborations, such as the partnership between Mengniu and the animated film "Nezha," demonstrate the effectiveness of aligning brand values with popular cultural narratives [10][12] Group 4 - Long-form video content is gaining traction as a means to create deeper emotional connections with consumers, moving beyond traditional advertising methods [15] - Brands are utilizing long-form content to build a narrative that resonates with audiences, enhancing brand perception and loyalty [15] Group 5 - The concept of female empowerment in marketing is shifting from superficial representations to a deeper understanding of women's real needs and experiences [19][26] - Successful female-focused marketing campaigns are characterized by genuine empathy and respect for women's diverse roles and challenges in society [19][22] - Brands must elevate their narratives around women from mere commercial strategies to social responsibility practices to foster authentic emotional connections [23] Group 6 - The emergence of experiential marketing, exemplified by LV's "Louis Ship," highlights the importance of creating immersive brand experiences that resonate with consumers [27][29] - This trend reflects a broader consumer desire for emotional connections and meaningful interactions in physical spaces [31] - Brands are encouraged to craft their stories through experiential marketing, integrating their history and values into the consumer experience [31] Group 7 - Scene-based marketing is becoming a vital strategy for brands to connect with consumers by tapping into specific emotional needs and contexts [32][35] - Brands are increasingly recognizing the importance of predicting consumer scenarios and tailoring marketing activities to meet those needs [35] Group 8 - AI marketing is transforming the landscape by enhancing content production and user experience, with a significant penetration rate of 72% for AIGC in content creation [36] - Brands are exploring AI's potential to streamline marketing processes, from ideation to execution, creating a more efficient and engaging consumer experience [36][39] - The integration of AI in marketing is not just about technology but also about fostering long-term emotional trust with consumers [39]

Core Viewpoint - The article highlights the efficient supply chain management of Juewei Foods, which ensures the freshness and quality of its products through a 24-hour delivery system, supported by advanced technology and logistics [1][28]. Group 1: Supply Chain Efficiency - Juewei Foods operates over ten thousand stores and achieves a GMV exceeding 10 billion, relying on a robust supply chain to maintain product quality and rapid delivery [1][28]. - The company promises a 24-hour delivery from production to store, ensuring that products are fresh and ready for customers [5][27]. - The supply chain includes a fully automated and intelligent production process, which enhances efficiency and maintains product quality [10][22]. Group 2: Technological Integration - Juewei Foods employs advanced automation and smart monitoring systems in its production facilities to ensure consistent quality and safety [10][20]. - The company has implemented a comprehensive cold chain logistics system, which includes GPS temperature control to monitor conditions during transportation [20][22]. - The integration of technology allows for real-time tracking of inventory and logistics, ensuring timely deliveries to stores [17][20]. Group 3: Market Innovation - Juewei Foods has initiated a night snack festival to enhance consumer engagement, utilizing its supply chain advantages to create immersive experiences [29][30]. - The company has successfully transformed traditional consumption scenarios by introducing innovative marketing strategies, such as pop-up stores and themed events [29][30]. - The launch of new products, like the signature secret recipe crayfish, aims to further embed the brand into social dining experiences [30].

Core Insights - Douyin's "Food Power to Work" campaign aims to enhance weekday dining experiences for office workers in 19 cities, leveraging partnerships with various restaurant brands to attract young consumers [1][4] - The campaign has successfully increased user engagement, with a 22% month-on-month growth in transactions for co-branded products and 40% of new users being from Generation Z [1][4] Group 1: Campaign Overview - The campaign includes online and offline components, featuring a dedicated event page for users to access discounts and prizes, resulting in over 410 million views on related topics [2] - Offline promotions include a special subway line in Beijing, which has led to a 30% month-on-month increase in transactions for over 300 merchants along the route [2] Group 2: Brand Participation and Impact - Participating brands like Ubrew launched new products and promotional events, significantly increasing their online visibility and attracting around 400,000 online interactions [4] - Russian Kitchen introduced a special weekday meal deal that increased the proportion of Generation Z customers by 10% and boosted weekday sales by 8% [7] Group 3: Future Prospects - The campaign is expected to continue driving business growth, with plans for further collaborations, such as a co-branded gift box from Beijing Daoxiangcun featuring popular products and promotional items [7]

Core Insights - The white liquor industry is undergoing significant transformation, with a new generation of consumers driving growth, showing a 41% increase in consumption [1] - The brand "Zhijiao" positions itself as a "friendship and fun lifestyle advocate," focusing on emotional connection and social experiences rather than traditional business interactions [1][10] Consumer Insights - Traditional white liquor brands face challenges in appealing to younger consumers due to a disconnect between products and their lifestyles [1] - Zhijiao has identified that younger consumers expect white liquor to facilitate emotional expression and social experiences [1][10] Core Consumption Scenarios - Zhijiao has developed four key consumption scenarios: "Night Chat," "Mixology," "Dining," and "Gift Giving," creating a comprehensive experiential matrix [2][5] - Each scenario enhances the emotional value of the brand, with "Night Chat" focusing on social interactions, "Mixology" offering personalized drinking experiences, "Dining" emphasizing food pairings, and "Gift Giving" catering to social gifting needs [2][5] Marketing Strategy - The marketing strategy employs a multi-dimensional approach, integrating brand content penetration and secondary dissemination to reach target consumers [4][7] - The ongoing variety show "Mahua Special Happy 2" serves as a key platform for Zhijiao's scenario-based marketing, effectively embedding brand concepts into a comedic context [4][7] Engagement and Interaction - Zhijiao utilizes various marketing activities, including AI interactions, live streaming, and collaborations with influencers, to enhance brand visibility and consumer engagement [7] - The combination of content placement, themed live interactions, and community operations has significantly increased brand recognition among younger consumers [7] Future Directions - Zhijiao aims to continue developing its "friendship and fun lifestyle" concept, focusing on social scene content systems and emotional connections [10][12] - The brand plans to deepen the implementation of "Dining" and "Gift Giving" scenarios while leveraging the popularity of "Mahua Special Happy 2" for future content and cross-industry collaborations [10][12]

Core Viewpoint - The launch of "Zhu Jun Jin Bang Ti Ming" liquor by Wuliangye is a strategic move to tap into the celebratory consumption scene associated with academic achievements, creating a new benchmark for celebratory liquor and opening new market opportunities for the brand [2][4]. Group 1: Product Overview - "Zhu Jun Jin Bang Ti Ming" liquor is designed specifically for celebratory occasions related to academic success, such as college entrance exams and job promotions, reflecting a significant cultural moment in a person's life [2][4]. - The product features a luxurious design with a golden yellow color and embossed craftsmanship, symbolizing high-end quality, and is priced at 985 yuan per bottle, aligning with the aspirations of students achieving academic success [4][6]. Group 2: Market Impact - The introduction of this liquor aims to activate the traditionally slow consumption period for liquor from July to September, effectively supplementing the market during this off-peak season [8]. - The product is positioned as a unique offering in the market, combining brand value, cultural significance, emotional resonance, and collectible appeal, thus meeting core consumer needs for celebration and blessings [4][6]. Group 3: Consumer Engagement - Wuliangye has planned a series of attractive promotional activities from July 1 to December 31, including giveaways and prizes that resonate with students' needs, such as Huawei electronics and cash rewards, demonstrating the company's commitment to engaging with its consumer base [6][10]. - The launch reflects a broader industry trend where liquor consumption is shifting from mere material needs to cultural experiences, enhancing the emotional value of the product and fostering a closer connection between the brand and consumers [10].

Core Viewpoint - The event "Elephant Has New Voice" folk singer competition, co-hosted by Tsingtao Brewery and Elephant Folk, highlights the brand's strategy to connect deeply with young consumers through music and cultural integration [1][3][7]. Group 1: Event Overview - The final of the competition took place in Wuhan, featuring 15 music groups showcasing their talents, which infused vitality into the summer nights of the city [1]. - The competition included a diverse lineup of participants, from amateur musicians to professional bands, enhancing audience engagement and cultural resonance [3]. Group 2: Brand Strategy - Tsingtao Brewery aims to provide platforms and resources for young musicians, evolving its partnership with Elephant Folk from traditional beverage supply to collaborative scene creation [3][5]. - The brand is actively pursuing a younger demographic through the "Beer+" model, sponsoring music festivals and sports events, and creating customized activities [5][6]. Group 3: Product Innovation - Tsingtao Brewery's Pure Draft series is aligned with market trends, focusing on "fresh and crisp taste," optimizing brewing processes, and introducing lightweight packaging to meet the dual demands of quality and convenience from young consumers [6]. - The penetration rate of the Pure Draft series among the 25-35 age group has been consistently increasing, indicating the effectiveness of scenario-based marketing in driving brand youthfulness [6]. Group 4: Future Directions - As a century-old brand, Tsingtao Brewery is leveraging innovative approaches to release new brand potential, solidifying its leading position in music marketing and achieving a transition from channel penetration to cultural symbiosis [7]. - The company plans to deepen cross-industry collaborations, integrating with urban culture and trends to create diverse experiential value for consumers [7].

Core Insights - The collaboration between Finni and Zhang Mowen is prompting a deep reflection on brand image transformation in the heat pump industry as it moves towards mass consumer markets [1] - Finni has established a strong reputation for its technical expertise and reliability, being a national manufacturing champion with a significant global presence [1][4] - The challenge for Finni lies in converting its technical advantages into broader consumer recognition amidst increasing competition and diverse consumer demands [1][4] Group 1: Brand Image and Consumer Perception - Finni has maintained a leading position in heat pump exports for 17 consecutive years, showcasing its technical prowess with successful case studies like ultra-low temperature heat pumps in Tibet [1] - Zhang Mowen's strategic thinking may provide innovative solutions for Finni's brand image upgrade, leveraging emotional connections and relatable narratives [2][4] - The goal is to transform Finni from a "professional equipment manufacturer" to a "creator of a better life" by integrating emotional storytelling with its technological offerings [4] Group 2: Marketing Strategies and Innovations - Zhang Mowen's expertise in emotional marketing can help bridge the gap between complex technology and consumer understanding, making the brand more relatable [4][6] - Innovative communication strategies, such as engaging storytelling and collaboration with environmental organizations, can enhance Finni's brand visibility and appeal to younger consumers [6] - By focusing on scenario-based marketing, Finni can activate consumer demand across various applications, reinforcing its position as a "full-scenario solution expert" in the heat pump market [8] Group 3: Future Implications for the Industry - The partnership between Finni and Zhang Mowen represents a significant dialogue between technical value and consumer perception, potentially reshaping industry marketing practices [9] - The anticipated brand image transformation may inspire new marketing approaches within the heat pump sector, highlighting the importance of emotional engagement in technology-driven industries [9]