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海外红人营销SaaS行业研究报告
艾瑞咨询· 2025-06-17 09:33
Core Insights - The article emphasizes the rise of influencer marketing SaaS as a necessary tool for brands to expand globally, addressing pain points such as fragmented data and low fulfillment rates in overseas influencer management [1][2]. Market Environment - Influencer marketing is becoming an efficient customer acquisition solution due to macroeconomic pressures and declining ROI from traditional advertising [1]. - The emergence of influencer marketing SaaS aims to upgrade fragmented processes into systematic operations, essential for brand globalization [1]. Market Size - The influencer marketing SaaS market in China is expected to grow at a compound annual growth rate (CAGR) of 15% over the next three years, driven by the explosion of the TikTok e-commerce ecosystem and the maturation of global influencer commercialization [2][25]. Competitive Landscape - Influencer marketing SaaS providers can be categorized into three types: MCN background firms, data analysis firms, and e-commerce platform-derived tools. WotoHub, under the brand WoTu, holds the largest market share in cross-border e-commerce influencer marketing SaaS in China [3][34]. Development Trends - AI will enhance influencer marketing SaaS functionalities across three dimensions: operational management, content generation, and decision support [4][37]. - The economic value of influencers is shifting towards long-tail nano-influencers, with SaaS providers enabling brands and influencers through lightweight tools to address pricing and delivery challenges [4][40]. Marketing Demand Background - Brands are facing marketing budget cuts due to macroeconomic pressures and are seeking more effective marketing channels. Influencer marketing is highlighted as a cost-effective method to enhance overseas brand recognition [5][9]. Influencer Marketing Dynamics - The rise of social media and online consumption has propelled influencer marketing, which offers precise targeting and authentic engagement, making it a crucial component of overseas B2C marketing [9][12]. Regional Differences - North America has a mature influencer marketing SaaS market, while Southeast Asia and Central-Western Europe are experiencing rapid penetration. Each region has distinct preferences and operational focuses [22]. SaaS Value Proposition - Influencer marketing SaaS provides a comprehensive digital platform for brands, facilitating standardized management and effective data asset accumulation, thus enhancing marketing efficiency and reducing trial-and-error costs [20][28]. Industry Chain and Process - The influencer marketing collaboration process involves six key steps, supported by SaaS platforms that provide extensive influencer data and facilitate the entire workflow from discovery to payment [28]. Vendor Types and Competitive Factors - The three types of SaaS vendors leverage industry understanding, data advantages, and platform resources to coexist and compete in the market [31][34].