"史上最长"双11已经开启。在这个全年重要的增长节点，我们从100+媒介效果评估案例中，总 结了高效广告投放都做对了什么，期望有所帮助和启发。 无论市场如何变化，不变的是渗透率为王 。任何品牌只有不断地招募到新消费者，才能实现长 期健康的增长, 而广告投放是帮助品牌持续拉新的重要手段之一。品牌怎么通过广告投放持续拉 新，即提升渗透率，进而更有效地拉动销量增长？ 本文将基于Worldpanel消费者指数2023–2025年的上百个媒介效果评估案例（数字媒体广告为 主）, 拆解那些成功拉动品牌生意增长的广告活动背后，影响消费者决策的关键动作。 先思考一个问题，广告投放能给品牌带来多少新客？ Worldpanel消费者指数最新发布的《 2025品牌足迹报告 》显示，在中国市场，2024年前250 名 获得增长的品牌中，93%的增长源于渗透率的提升，而成长品牌的渗透率变化中位数为1%。 这1%代表着：品牌A在家内消费场景（覆盖2.07亿户家庭）实现增长，渗透率平均要提升1个百 分点，需要招募200多万新城市家户的购买。 那么，广告 投放 能拉动多少渗透率？ 通过Worldpanel消费者指数3年的媒介效果评估案例（数 ...

Core Insights - The article highlights the dynamic nature of the Chinese beauty market, emphasizing the rapid evolution of consumer preferences and the importance of understanding these trends for brand success [1][3]. Market Overview - The consumer reach in the beauty market reached 5.47 billion times in the past year, showing a robust growth of 7.6% compared to the previous year [3]. - Among the 457 million urban population covered, 88% (approximately 400 million people) purchased beauty products in the past year, with an average purchase frequency of 13.6 times, indicating deepening consumer habits in beauty usage [3]. Skincare Category - **Top 10 Consumer Preferred Brands**: The leading brands include Pechoin, L'Oréal Paris, and Han Shu, with Pechoin and L'Oréal Paris holding the top two positions [6]. - **Top 10 Growth Brands**: Brands like Xuan Dong and An Cai Ya are noted for their significant growth, alongside established brands like Natural Hall and Pechoin [6][7]. - The growth of brands can be attributed to their strong foundations or explosive growth in specific categories or star products [7][8]. Professional Skincare Category - **Top 10 Consumer Preferred Brands**: Leading brands include Weixin Lang and MARE, with a stable growth trajectory [9][10]. - **Growth Drivers**: The category is driven by star products from both international and domestic brands, focusing on specific consumer needs such as post-surgery recovery and scientific advantages [10]. Makeup Category - The growth in the makeup category is driven by increased purchase frequency, stemming from consumers' exploration of refined subcategories [11]. - **Top 10 Consumer Preferred Brands**: International brands like YSL, L'Oréal Paris, and Lancôme dominate the preferred list [12]. - **Single Product Success**: Many brands achieve market recognition through standout products, such as eyebrow pencils and setting sprays [13]. Hair Care Category - **Top 10 Consumer Preferred Brands**: Leading brands include Head & Shoulders and Clear, with a stable competitive landscape [14][15]. - The category shows strong growth, focusing on scalp health, targeted repair, and enhanced sensory experiences through fragrance [15]. Conclusion - The 2025 Chinese beauty market is characterized by a competition focused on penetration rates, repurchase rates, and brand loyalty [15]. - Brands that effectively understand consumer pain points and continuously deliver high-value products will succeed in this competitive landscape [15].

Core Insights - The article emphasizes the importance of consumer insights in driving brand growth, focusing on how brands can penetrate consumer perceptions and purchasing behaviors to identify sources of growth in a fragmented market [1][7][12]. Group 1: Market Trends - The fast-moving consumer goods (FMCG) market in China is entering a phase of slow adjustment, with consumers increasingly fragmented in their media, channel, and brand choices, presenting hidden opportunities [7]. - Consumer behavior is characterized by both rationality and upgrading, with a significant trend towards on-demand purchasing and extreme segmentation of consumption scenarios [7][15]. - Brands need to leverage cultural symbols and sustainable values to resonate emotionally with consumers, employing strategies that combine scenario-driven insights, cross-generational understanding, and emotional storytelling to seize growth opportunities [7][12]. Group 2: Brand Growth Strategies - The core engine for achieving certain growth in a complex market is increasing penetration rates, which brands can enhance through differentiated pathways based on their development stages [12]. - The "Five News" framework—new demands, new scenarios, new regions, new channels, and new demographics—serves as a guideline for brands to identify penetration breakthrough paths [12]. - Brands must respond precisely to the differentiated needs of various age groups and clearly define channel roles to open up diverse growth paths [15]. Group 3: Product Innovation - In the past year, 380,000 new products entered the Chinese FMCG market, indicating a growing desire among brands to achieve growth through innovation [18]. - Successful product innovation is not solely dependent on the quantity of new products but rather on the speed of identifying and validating new concepts, selecting appropriate channels for launch, and ensuring that new products contribute to brand growth without cannibalizing existing offerings [18]. - The article highlights the role of AI technology and consumer purchase data tracking in enhancing product innovation efficiency and precision [18]. Group 4: Consumer Insights and Brand Performance - The "2025 Brand Footprint Report" was released, showcasing the top ten consumer preferred brands and the fastest-growing brands in the Chinese market, indicating stable competition among leading brands [22]. - The report underscores the need for brands to adapt to the evolving consumer landscape and to utilize insights effectively to drive brand performance and growth [22].

Group 1: Fixed Income and Wealth Management - The report discusses the changes and challenges in the wealth management sector, highlighting that the scale of wealth management has seen a slowdown in growth due to high base effects and diminishing yield advantages [3][4]. - In the asset allocation, there has been a notable decrease in bond investments, while deposits and public funds have seen significant increases [5]. - The report indicates that there was a total reduction of 0.27 trillion yuan in bond holdings, primarily in credit bonds and certificates of deposit, while there was an increase in interest rate bonds [6]. Group 2: Home Appliances and Consumer Goods - The report identifies the potential for the new electronic cigarette (HNB) market to reach a scale of 10 billion USD if the US and China markets open up, driven by high concentration and regulatory barriers [7]. - The sweeping machine market is experiencing significant growth, with companies like Roborock achieving substantial sales increases during promotional events, although price competition is expected to persist [8]. - The report notes that the domestic appliance sector is benefiting from a government-backed replacement program, with an investment of 300 billion yuan in 2025 expected to drive appliance consumption significantly [10]. Group 3: Agriculture, Forestry, Animal Husbandry, and Fishery - The report on Haida Group indicates that the company achieved a revenue of 58.831 billion yuan in the first half of 2025, representing a year-on-year growth of 12.5%, with a net profit of 2.639 billion yuan, up 24.16% [13]. - The feed sales volume reached 14.7 million tons, a year-on-year increase of approximately 25%, with significant growth in pig feed driven by industry recovery and strategic adjustments [14]. - The company is expanding its overseas market presence, with a reported growth of over 40% in feed exports in the first half of 2025, leveraging its competitive advantages from the domestic market [14].

Core Viewpoint - The Japanese beverage industry has undergone significant evolution, characterized by diversification and the emergence of various beverage categories over time, leading to a mature market with distinct trends in production, pricing, distribution channels, and consumer preferences [2][5][9]. Chapter 1: Historical Review of the Japanese Beverage Industry Production Side: Diverse Iterative Development - The Japanese beverage industry has experienced three main phases: the initial focus on carbonated and juice drinks (1945-1979), rapid growth of tea and coffee (1980-1999), and a mature phase dominated by tea and mineral water (2000-present) [2][3]. Pricing Side: Rising Average Prices - Average prices across beverage categories have shown an upward trend in recent years, with the overall beverage sales CAGR from 2000-2023 at 1.1%, lagging behind production growth [5][6]. Channel Side: Supermarkets as Leading Retail Channels - Convenience stores and vending machines have significantly contributed to the rapid development of the beverage industry, with supermarkets currently being the largest offline retail channel, accounting for 30% of sales [7][8]. Consumer Side: Trends from Palatability to Health - The industry has evolved from focusing on basic taste (1945-1979) to diverse functionalities (1980-1999), and now emphasizes health consciousness and eco-friendly packaging (2000-2023) [9][10]. Chapter 2: Growth Potential and Analysis of Beverage Segments Carbonated Beverages: Revitalized Growth Category - After a period of stagnation in the 1980s and 1990s, carbonated beverage production has shown a recovery since 2006, with a CAGR of 3.5% from 2006-2018 [11][14]. Juice Beverages: Declining Demand Category - Juice beverages initially benefited from favorable policies but have seen a decline in both market share and production since their peak in the early 1960s [16][17]. Coffee: Steady Growth with High User Loyalty - Coffee beverages have maintained stable production levels since the 2000s, with a CAGR of 0.8% from 2000-2023, reflecting strong consumer loyalty [19][20]. Tea Beverages: Widely Popular and Growing Category - The tea beverage segment has experienced significant growth, particularly in green tea, which accounted for 45% of sales in 2023 [24][27]. Mineral Water: Significant Growth Potential - Mineral water has shown strong growth, with its market share increasing from 6% in 1999 to 21% in 2023, indicating robust demand [28][29]. Sports Drinks: Declining Market Size - After a period of rapid growth in the 1980s and 1990s, the sports drink segment has faced challenges, with market share declining to 6% [31][32]. Chapter 3: Investment Trends in the Chinese Beverage Industry Health Trend: Favorable Outlook for Tea and Bottled Water - The Chinese market for unsweetened tea is expected to grow significantly, with a projected CAGR of 10.2% from 2022-2027, while bottled water is anticipated to benefit from price reductions [34]. Increasing Industry Concentration - The concentration of leading companies in the Chinese beverage market is expected to rise, with the top three companies holding a market share of 30.5% in 2022 [35]. Enhanced Penetration Rates - The expansion of leading brands in urban areas is likely to drive overall beverage industry growth, with significant sales increases observed in major cities [36]. Unique Development Trend: Plant-Based Beverages - Plant-based beverages are emerging as a growth point in the industry, with a sales growth rate of 32% expected, reflecting a shift towards health-conscious consumer preferences [37].

日本饮料行业多元并存，各品类迭代发展。自早年的碳酸饮料与果汁饮料以来，主流品类迭代发 展，共同推动饮料行业持续走向高点，日本饮料行业先后历经碳酸饮料、果汁为主（1945-1979年起 步期）→茶饮、咖啡的快速发展（1980-1999年快速发展期）→茶饮、矿泉水为主（2000年至今成熟 期）三大时期。 | | 1945- 1979CAGR | 1980- 1999CAGR | 2000- 2023CAGR | | --- | --- | --- | --- | | 整体 | 24. 2% | 5.1% | 1.8% | | 茶系饮料 | | 37. 3% | 1.8% | | 矿泉水 | 19. 4% | 14. 1% | 7.6% | | 碳酸饮料 | 23. 4% | 0. 1% | 1. 3% | | 咖啡饮料 | 18. 0% | 7.8% | 0. 8% | | 果汁饮料 | 27.2% | 1. 1% | - 1. 4% | | 10 - 1 11 18 | | 11 F01 | 0 201 | 第一章 日本饮料行业历史复盘 ▲图表1： 不同时期各饮料品类产量的年复合增速情况 资料来源：日本清凉饮料 ...

凯度消费者指数是唯一能够连续追踪渗透率表现的数据源。以往我们会通过一些简单的数 学计算方法来帮助少数头部品牌将销售类目标转化为渗透率目标，为这些品牌设定过程目 标提供参考。 （点击查看大图） 如何将销售目标转化成渗透率过程目标呢？ 大部分品牌在框定财年计划时，会将市场份额、销额销量等销售类指标作为衡量成败的指 针 。 然 而 销 售 类 指 标 是 结 果 ， 若 没 有 核 心 过 程 指 标 的 参 与 ， 经 营 结 果 的 不 确 定 性 就 会 提 升。 一项最核心的过程指标莫过 于 渗透率 ，它是一个品牌实现可持续增长的基石，品牌的渗 透率与其市场份额之间高度相关。渗透率涨，则品牌的市场份额有超七成可能性会涨。这 条铁律经久不衰。 2 0 2 5 年第一季度在市场的各种情绪中匆匆划过。您品牌是否达成了第一财季的销售目标？ 第二财季已开启，达成新财季的目标需要怎么做？ 为品牌将整体的渗透率目标拆分到各人群类别、区域和渠道中去，使之更具可执行性。 为了提高指标转化的可靠度，我们在全球范围研究了10000+个品牌的数据，并最终成功地 通过模型诠释出了销售表现与渗透率之间的精确关系。 功能一：转化目标 将 ...