今天分享的是：Meltwater融文：2025年零食行业消费者洞察报告 报告共计：22页 Meltwater 2025年零食行业消费者洞察报告核心总结 Meltwater融文《2025年零食行业消费者洞察报告》基于2025年上半年全球社交媒体数据，从消费者零食消费动机、区域市场特征及营销方向等维度，剖析 零食行业核心趋势，为品牌策略制定提供参考。 报告先呈现全球零食行业社交媒体讨论现状。2025年上半年，全球零食相关话题讨论声量较2024年下半年上升50%，达2770万次，但互动量下降2%，为1.28 亿次，不同地区表现差异显著。中国、日本是声量最高的两大市场，中国讨论声量上升110%至24.4万次，互动量上升43%至175万次；日本声量上升170%至 1370万次，互动量上升132%至1400万次。美国、英国声量分别下降8%、13%，印度声量下降2%但互动量上升62%，显示区域市场在声量与参与度上存在差 距，为品牌建立情感连接提供空间。 从消费者核心消费动机看，可分为三类。其一为"身心满足"，消费者优先选择方便购买、价格实惠的零食，如奥利奥、童子军饼干等零售店常见产品及怀旧 零食，注重情感联结与便利性，受预 ...

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][24]. 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 "卧兔," holds the largest market share in cross-border e-commerce influencer marketing SaaS in China [3][33]. Development Trends - AI will enhance influencer marketing SaaS functionalities across three dimensions: operational management, content generation, and decision support [4][35]. - 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][38]. Overseas B2C Marketing Demand - Brands are facing marketing budget cuts and are seeking more effective marketing channels, with influencer marketing emerging as a key strategy due to its cost-effectiveness and ability to quickly enhance overseas brand recognition [5][6]. Influencer Marketing Dynamics - The rise of social media and online consumption has propelled influencer marketing, transitioning from celebrity endorsements to more relatable KOLs and KOCs, particularly during the pandemic [8]. - Influencer marketing offers advantages such as precise targeting and authentic engagement, allowing brands to build trust and expand their influence at lower costs compared to traditional advertising [8]. Regional Differences in Influencer Marketing - Compared to domestic markets, overseas influencer marketing places greater emphasis on content creativity and brand trust, with platforms like Instagram, YouTube, and TikTok leading in various product categories [11]. Global Market Growth - The global influencer marketing market has seen a compound annual growth rate of 34% over the past decade, entering a phase characterized by specialization and data-driven strategies [14]. SaaS Concept and Functionality - Influencer marketing SaaS is defined as an online management platform that connects brands with influencers, streamlining the entire process from selection to performance tracking [17][19]. Regional SaaS Characteristics - North America has a mature influencer marketing SaaS market, while Southeast Asia and Central-Western Europe are experiencing rapid penetration, each with unique operational focuses [21]. Market Size and Growth Projections - The Chinese overseas influencer marketing SaaS market is projected to reach approximately 800 million yuan by 2025, maintaining a 15% CAGR [24]. Industry Chain and Process - The influencer marketing process involves six key steps, with SaaS platforms providing comprehensive support for each stage, enhancing efficiency and data management [27]. Vendor Types and Competitive Factors - Influencer marketing SaaS vendors are categorized based on their backgrounds, leveraging industry insights, data advantages, and platform resources to compete [30]. Competitive Assessment - WotoHub leads the market in cross-border e-commerce influencer marketing SaaS, evaluated on development potential and service capabilities [33][34]. Technological Trends - AI is set to provide personalized and automated support in influencer marketing, enhancing operational efficiency and content creation [35]. Commercial Trends - There is a growing trend towards collaboration with nano-influencers, driven by their cost-effectiveness and high engagement rates, leading to a dual empowerment ecosystem for brands and influencers [38].

Core Insights - The rise of overseas influencer marketing highlights the importance of collaboration with local creators for brand promotion, sales growth, and user trust [1] - Wolink aims to bridge the gap between businesses and creators by providing an efficient, transparent, and collaborative communication platform [1] Group 1: Pain Points in Overseas Content Marketing - The main challenge for brands in overseas influencer marketing is not the lack of creators, but the difficulty in finding suitable creators who can deliver quickly and reliably [2] - Mid-tier and micro-influencers, while less flashy than top influencers, offer strong content authenticity and community engagement, but their scattered distribution complicates the collaboration process [2] - Issues such as pricing, task completion, content quality, and payment security can lead to failed collaborations and damage brand reputation [2] Group 2: Wolink's Unique Approach - Unlike platforms that merely provide a list of influencers, Wolink serves as a comprehensive infrastructure for influencer marketing, addressing the core issues of "people" and "communication" [2][3] - Wolink integrates a vast array of quality content creators across various platforms and languages, allowing businesses to quickly find highly compatible partners for diverse product categories [2] Group 3: Enhanced Communication Mechanism - Wolink enables businesses to post tasks and automatically match suitable creators, while also allowing direct selection and collaboration invitations [3] - The platform supports structured pricing and task descriptions, ensuring clear delivery standards and timelines, thus minimizing common misunderstandings in traditional collaborations [3] Group 4: Seamless Integration with Agencies - Wolink connects over 200 professional creator agencies, providing businesses with creative strategy, content advice, and professional services in coordination, script optimization, and editing [4] - This "brand-platform-agency-creator" collaboration structure enhances communication efficiency and reduces losses from information asymmetry, fostering trust-based partnerships [4] Group 5: Process Transparency and Digital Management - Wolink digitizes the entire task process, from task posting to payment, allowing businesses to track project status and content delivery in real-time [5] - This digital collaboration is particularly crucial in cross-language and cross-timezone scenarios, enabling standardized and platform-based content cooperation [5] Group 6: Secure Payment Solutions - Wolink ensures secure transactions by supporting multiple currencies and payment methods, integrating compliant payment platforms to mitigate legal and financial risks [6][7] - Creators receive timely payments upon task completion, enhancing collaboration willingness and creating a positive feedback loop [7] Group 7: Wolink as a Collaborative Solution - In the context of a rapidly growing global content economy, influencer marketing has become a key touchpoint for connecting with consumers [8] - Wolink is not just facilitating one-time collaborations but is building a co-creation and win-win marketing ecosystem, maximizing value for both brands and creators [8]

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][24]. 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 "卧兔," holds the largest market share in cross-border e-commerce influencer marketing SaaS in China [3][33]. Development Trends - AI will enhance influencer marketing SaaS functionalities across three dimensions: operational management, content generation, and decision support [4][36]. - 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][39]. Overseas B2C Marketing Demand - Brands are facing marketing budget cuts due to economic pressures and are seeking more effective marketing channels, including influencer marketing [5][6]. 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 [8][11]. Regional Differences - The North American market for influencer marketing SaaS is mature, while Southeast Asia and Central-Western Europe are experiencing rapid penetration, with varying focuses on data analysis and localized operations [21]. SaaS Value Proposition - Influencer marketing SaaS provides a comprehensive digital platform for brands, facilitating standardized management and data asset accumulation, ultimately enhancing marketing efficiency and reducing trial-and-error costs [19][27]. Industry Chain and Product Features - The influencer marketing process involves six key steps, supported by SaaS platforms that provide extensive influencer contact information and performance data [27]. 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 [30]. Competitive Assessment - WotoHub leads the market in cross-border e-commerce influencer marketing SaaS, with a focus on full-chain management capabilities [33][34].

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 "卧兔," 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 influencer marketing 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]. Background of Overseas B2C Marketing Demand - 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]. Characteristics of Influencer Marketing Channels - Various marketing channels differ in effectiveness and cost, with influencer marketing offering high trust and diverse advertising formats, albeit dependent on the influencer's impact and content performance [8][9]. Global Influencer Marketing Market Size - The global influencer marketing market has seen a compound annual growth rate of 34% over the past decade, entering a phase characterized by specialization and data-driven approaches [15]. Definition and Functionality of Influencer Marketing SaaS - Influencer marketing SaaS is defined as an online management platform that connects brands with influencers, extending to a full-cycle management process that includes selection, tracking, and performance review [18][20]. Regional Characteristics of Influencer SaaS - North America has a mature influencer marketing SaaS market, while Southeast Asia and Central-Western Europe are experiencing rapid penetration, with a focus on localized adaptation and refined operations [22]. Market Size and Growth of Overseas Influencer Marketing SaaS - The Chinese overseas influencer marketing SaaS market is projected to reach approximately 800 million yuan by 2025, maintaining a 15% CAGR, driven by successful case studies and the effectiveness of influencer marketing [25]. Industry Chain and Map - The influencer marketing collaboration process involves six key steps, with SaaS platforms providing support for full-cycle management, enhancing the industry's shift towards intelligent and refined operations [28]. Types of Providers and Competitive Factors - Influencer marketing SaaS providers leverage industry understanding, data advantages, and platform resources, with three main types competing: MCN-based, data analysis-focused, and e-commerce platform-derived [31][34]. Competitive Assessment of Influencer Marketing SaaS - The competitive assessment of influencer marketing SaaS focuses on development potential and service capability, with WotoHub leading the market in cross-border e-commerce influencer marketing management [34][35]. Technological Trends - AI is set to provide personalized and automated support in influencer marketing, enhancing operational management, content creation, and decision-making processes [37]. Commercial Trends - There is a growing trend among brands to collaborate with nano-influencers, driven by their lower costs and higher engagement, leading to a dual empowerment ecosystem between influencers and brands [40].

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 a high-efficiency 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 "卧兔," 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 offers a cost-effective way to enhance overseas brand recognition compared to traditional advertising [5][9]. Influencer Marketing Drivers and Value - The rise of social media and online consumption has propelled influencer marketing, which stands out for its authentic engagement and precise targeting [9]. - Influencer marketing allows brands to quickly enhance their overseas influence at a lower cost than traditional advertising [9]. Regional Differences in Influencer Marketing - Compared to domestic markets, overseas influencer marketing places greater emphasis on content creativity and brand trust, with platforms like Instagram, YouTube, and TikTok leading the way [12][14]. Global Market Scale - The global influencer marketing market has seen a compound annual growth rate of 34% over the past decade, entering a phase characterized by specialization and data-driven approaches [15]. SaaS Concept and Functionality - Influencer marketing SaaS is defined as an online management platform that connects brands with influencers, extending to a full-cycle management process [18][20]. Market Characteristics - The North American market for influencer marketing SaaS is relatively mature, while Southeast Asia and Central-Western Europe are experiencing rapid penetration [22]. Future Market Growth - The Chinese overseas influencer marketing SaaS market is projected to reach approximately 800 million yuan by 2025, maintaining a 15% CAGR [25]. Industry Chain and Ecosystem - The influencer marketing process involves six key steps, with SaaS platforms supporting full-cycle management from influencer discovery to payment settlement [28]. Vendor Types and Competitive Factors - Influencer marketing SaaS vendors are categorized based on their backgrounds, leveraging industry understanding, data advantages, and platform resources [31]. Competitive Assessment - WotoHub leads the market in cross-border e-commerce influencer marketing SaaS, with a focus on comprehensive management capabilities [34][35]. Technology Trends - AI is set to provide personalized and automated support in influencer marketing, enhancing operational efficiency and content creation [37]. Business Trends - The shift towards long-tail influencers is creating a dual empowerment ecosystem, where SaaS platforms can serve both brands and influencers effectively [40].

Core Insights - The article highlights the emergence of young entrepreneurs in the cross-border e-commerce sector, showcasing their innovative approaches and success stories in leveraging platforms like TikTok for business growth [1][2][4]. Group 1: Young Entrepreneurs - Wu Danhui, a post-00s entrepreneur, has achieved over 10 million in annual revenue as a leading seller in the U.S. car accessories category on TikTok, emphasizing the importance of data over intuition for product selection [2][3]. - Wu believes that cross-border e-commerce products should have a gross margin of at least 30% to ensure profitability, as the costs associated with international shipping are significant [2]. - Lu Xiaoxuan, another young seller, emphasizes that not all brands are suitable for influencer marketing, highlighting the need for strategic alignment between products and influencers [4]. Group 2: Market Dynamics - The article contrasts domestic e-commerce with cross-border e-commerce, noting that the latter is more aligned with interest-driven purchasing, akin to TikTok compared to traditional platforms like Taobao [3]. - The importance of brand storytelling and differentiation in packaging is underscored by Chu Chao, a leading figure in the beauty sector on TikTok, who stresses that consumer trust is essential for repeat purchases [6][7]. - Chu advocates for a focus on product selection and understanding consumer needs, suggesting that successful brands must balance novelty with sustainable growth potential [7].

Core Insights - The challenges faced by Chinese companies in overseas influencer marketing include difficulties in finding, communicating with, and negotiating with influencers, leading to a perception of the overseas market as "unfamiliar" and "difficult" [1] - The overseas influencer marketing environment is characterized by a lack of transparency in pricing and performance metrics, making it hard for Chinese MCNs to provide effective services to brands [1][2] - The shift in collaboration models between brands and influencers has led to a reliance on free samples and commission-based partnerships, resulting in inconsistent performance and quality of content [2][3] Group 1: Market Dynamics - The overseas influencer market is marked by influencers who prioritize freedom and often do not adhere to strict contractual obligations, contrasting with the more controlled environment in China [1][4] - Many brands resort to a "scattergun" approach, sending products to numerous influencers in hopes of achieving results, which has led to a decline in the quality of content produced [2][3] - The lack of effective collaboration frameworks has resulted in influencers adopting a "lazy" approach, producing minimal effort content in exchange for free products [3] Group 2: MCN Challenges - Many American MCNs lack the ability to control content and provide brand services, functioning more as intermediaries rather than full-service partners [4][5] - The high barriers to entry and legal constraints in the U.S. make it difficult for MCNs to establish deep relationships with influencers, leading to a lack of commitment from both parties [4][5] - The experience of domestic MCNs in China does not easily translate to success in the U.S. market, where influencers often have different expectations and demands [4][5] Group 3: Pricing and Collaboration Models - There is a significant gap in understanding pricing and value between Chinese brands and American influencers, complicating collaboration efforts [7][10] - The current trend shows that brands are more inclined towards commission-based collaborations, which often leads to lower engagement and commitment from influencers [10] - The introduction of a performance-based system by platforms like TikTok Shop aims to help brands select suitable influencers, indicating a move towards a more structured approach in the influencer marketing landscape [11]

Group 1 - Douyin's user growth has stabilized, prompting some merchants to seek expansion in overseas markets, particularly on TikTok, which is still experiencing rapid growth in Southeast Asia and Western markets [2] - Understanding TikTok's operational model, overseas market users, and marketing strategies is crucial for merchants transitioning to international markets [2] Group 2 - User analysis on TikTok reveals three main demographics: Generation Z, Millennials, and Generation X, with Generation Z showing a strong preference for social media for product discovery [3] - Over 65% of Generation Z are likely to use social media to find products, while 38% of Millennials discover new products through social media ads [3] Group 3 - TikTok has become a leading platform for influencer marketing, with over 1 million influencers in the U.S. market, where 80% of orders come from local influencers [4] - The influencer distribution model is more effective than self-operated live streaming and short video sales for brands seeking market exposure [4] Group 4 - TikTok Shop operates on a "content + shelf" model, where short video sales provide exposure and live streaming helps accumulate followers, leading to increased brand loyalty and higher average order values [7] - A case study showed a product priced at $26.99 on TikTok Shop achieved significant sales growth after initial marketing on YouTube, demonstrating the effectiveness of influencer marketing [7] Group 5 - Successful products in e-commerce often require influencer marketing to achieve high premiums, and understanding the sales logic of influencer marketing is essential for sellers [8] - Brands like Goli Nutrition and MyDepot have successfully leveraged influencer marketing on TikTok, achieving billions in exposure and high transaction rates through diverse influencer collaborations [11] Group 6 - TikTok Shop offers three types of influencer marketing plans: open plans, targeted plans, and store plans, allowing merchants to effectively engage with influencers [13] - The cost of collaborating with influencers in the U.S. is relatively low compared to domestic markets, but the stability of influencer marketing results may vary [13]