新经销 第 1页 共 5页 一、研究背景评估 二、范围与边界确认 三、核心摘要提炼 四、关键数据抓取与呈现 五、风险与机遇诊断 三 2026中国营销趋势-宏 盟媒体xTBWA 报告解读 2026 中国营销趋势-宏盟媒体 xTBWA 第 2页 共 5页 、研究背景评估 | 项目 | 说明 | | --- | --- | | 研究机构 | 宏盟媒体（Omnicom Media）与 TBWA 上海腾迈广告有限公司联合发布。 | | 样本数量 | 报告中未明确具体样本数量,但研究方法包括:消费者文化、价值观、消费行为、媒介习惯的动 | | | 态追踪; 宏观经济与营销行业走势分析; 多领域营销专家协同分析。 | | 研究时间范围 | 报告聚焦 2026 年趋势，但大量数据和分析基于 2024-2025 年的市场动态、消费者调研及社媒 | | | 声量（统计至 2025 年底）。 | | 权威性评估 | 宏盟媒体是宏盟集团（全球三大广告传播集团之一）旗下的媒介代理公司，拥有卓越技术中心， 擅长消费者洞察与媒介趋势预测：TBWA 是全球顶尖的创意代理网络，深耕文化洞察与品牌颠 | | | 覆。双方结合了媒介数据与创意文化 ...

Core Viewpoint - The rise of "AI modification" in classic film and television works has led to absurd and lowbrow content, prompting the National Radio and Television Administration to initiate a month-long special governance starting January 1, 2026, to address the issue [1]. Group 1: Governance and Regulation - The special governance aims to clean up harmful videos that modify classic works, particularly focusing on the Four Great Classical Novels, historical themes, revolutionary themes, and heroic figures [1]. - The governance is not a blanket rejection of AI technology in film creation but seeks to establish clear boundaries and standards for its application [2][3]. Group 2: Impact on Original Works - "AI modification" not only impacts original works but also threatens the artistic value and creative ecosystem of the film industry, squeezing out quality original content [2]. - The emergence of numerous AI-generated content raises questions about copyright usage and necessitates new standards and regulations in the current judicial and commercial frameworks [3]. Group 3: Future Directions - There is a need for clearer guidelines regarding complex audio-visual content and extensive adaptations in the future [4]. - Platforms are identified as key players in governance, requiring strengthened review processes, and ongoing governance efforts are essential for maintaining a healthy content ecosystem [4].

Core Insights - The annual top ten keywords in the digital copyright field highlight the ongoing importance of AI, the "Guzi economy," and micro-short dramas, alongside the construction of digital copyright trading platforms and governance actions like the "2025 Sword Net Action" [1] Group 1: AI and Copyright Issues - AI has been a key topic for two consecutive years, with ongoing disputes regarding copyright ownership of AI-generated content and training data [1] - Recent court rulings indicate that AI-generated content based on simple prompts may not qualify for copyright protection, as seen in the "Phantom Wing Transparent Art Chair" case [2] - The focus of discussions around AI-generated content is shifting from whether AI can create works to the copyright implications of human-AI collaborative creations [3] Group 2: Content Industry Trends - The "Guzi economy" is projected to exceed 240 billion yuan in market size this year, driven by refined copyright operations [4] - Micro-short dramas are experiencing significant growth, with user numbers expected to reach 696 million and a market size of 67.79 billion yuan by 2025 [6] - Despite growth, both the "Guzi economy" and micro-short dramas face challenges from rampant piracy, which threatens the sustainability of these industries [5][6] Group 3: Legal and Governance Framework - The "2025 Sword Net Action" aims to combat online infringement and piracy across various sectors, marking the 21st consecutive year of such initiatives [8] - Platforms are central to copyright governance but face challenges in balancing the enforcement of rights without abusing litigation [8][9] - Courts are grappling with new concepts of digital copyright valuation, which complicates the assessment of damages in infringement cases [7] Group 4: Platform Responses and Practices - Platforms are encouraged to adopt proactive copyright governance measures, including pre-upload audits and the use of AI for content similarity detection [10] - The complexity of platform operations necessitates a careful approach to copyright enforcement, considering both technical limitations and the need for industry self-regulation [9][10]

Core Themes - The consumer market in 2025 is characterized by two main themes: "Rational Return" and "Experience Upgrade" [1] - "Rational Return" indicates consumers are focusing more on the actual value of products, considering functionality, safety, and durability [1] - "Experience Upgrade" reflects consumers' expectations for a complete experience throughout the consumption process, beyond mere transactions [1] Cultural and Tourism Experience - The cultural tourism market has seen significant growth, with "Intangible Cultural Heritage" tourism gaining popularity, evidenced by a 387% increase in searches for "Intangible Cultural Heritage Experience" on Meituan during the Spring Festival [2] - Traditional tourism is evolving, with hotels adopting "Healing Economy" concepts, offering wellness-focused travel experiences [3] - Young consumers are driving innovation in the cultural tourism sector, with new forms of travel like "County Tours" gaining traction [4] - Theme parks and attractions are experiencing a surge, with a 70% increase in bookings for theme parks during the summer of 2025 [4] - Domestic theme parks are thriving, with notable examples like Henan Wansui Mountain's revenue reaching 1.068 billion yuan in the first ten months of 2025 [5] AI Content Explosion - 2025 marks a significant year for AI, with applications like DeepSeek gaining popularity and AI-generated content becoming prevalent in advertising and social media [8][9] - AI-generated music has also made strides, with AI artists achieving notable chart success, indicating a shift towards a "full-stack upgrade" in the AI music industry [10] Culinary Trends - The culinary market in 2025 is witnessing a trend called "Taste Crossovers," where traditional foods are innovatively combined to meet complex consumer demands [11][14] - Social media plays a crucial role in popularizing these culinary trends, with unique food combinations becoming viral sensations [15] Technology Penetration - The digital consumer market is seeing a resurgence in products like action cameras and 3D printers, with action camera sales increasing by over 252% in 2025 [15][17] - The affordability of these technologies is lowering entry barriers for young consumers, making them more accessible [17][18] Quality Awakening - The concept of "Rational Consumption" has evolved, with consumers now considering a range of options including "Premium Alternatives" and "Value Alternatives" based on their needs and budget [19][20] - This shift reflects a more nuanced understanding of value, where consumers prioritize quality and experience over mere cost [20][21] National Trend Evolution - The "Guochao" (National Trend) movement has matured, focusing on integrating traditional culture with modern product innovation, leading to a market size expected to exceed 2.5 trillion yuan in 2025 [22][23] - This evolution emphasizes quality and depth over superficial trends, with brands increasingly blending traditional craftsmanship with contemporary demands [23][26] Emotional Value in Consumption - The concept of "Heart-Price Ratio" has emerged, highlighting the importance of emotional value alongside traditional price-to-quality considerations [27][28] - Consumers are increasingly seeking products that resonate emotionally, reflecting a shift from material satisfaction to emotional fulfillment [28][29] Abstract Consumption - The rise of "Abstract Consumption" is characterized by experiences that prioritize emotional engagement over traditional performance metrics, with events and products designed to foster community and shared experiences [29][32] - This trend illustrates a broader cultural shift among younger consumers towards valuing emotional connections and social identity through their purchases [32][33] Summary - The consumer market in 2025 is defined by a blend of rationality and diverse demands, with brands needing to adapt to new consumer expectations and experiences [33]

Group 1 - The core themes of the 2025 consumer market are "rational return" and "experience upgrade," reflecting consumers' focus on product value and the overall consumption experience [1] - The cultural tourism market has seen significant growth, with searches for "intangible cultural heritage experiences" increasing by 387% and "intangible cultural heritage crafts" by 790% during the Spring Festival [2] - Young consumers are driving innovation in the cultural tourism industry, with new trends like "slow travel" and significant increases in theme park bookings, with a 70% rise in reservations for theme parks during the summer of 2025 [4][5] Group 2 - The AI content explosion in 2025 has transformed advertising and media, with AI-generated images and videos becoming prevalent, impacting consumer engagement [8][10] - AI music has gained traction, with AI-generated songs achieving notable chart success, indicating a shift in the music industry towards AI integration [10][11] - The trend of "cross-border flavors" in the food industry reflects consumers' complex demands for innovative food combinations, such as the popular "liver crispy potato" dish [14][17] Group 3 - The digital consumer market is experiencing a shift towards "technology sinking," with products like action cameras and 3D printers finding new growth among younger consumers [18][20] - The sales of action cameras reached 4.76 million units in 2025, marking a 252% increase, while 3D printer prices have dropped significantly, making them more accessible [20][23] - The concept of "heart-price ratio" has emerged, emphasizing emotional value and social identity in consumer choices, moving beyond traditional price-performance metrics [34][36] Group 4 - The evolution of "national tide" reflects a deeper integration of traditional culture with modern product innovation, with the market expected to exceed 2.5 trillion yuan in 2025 [30][31] - The focus on quality and cultural depth in national tide products is evident in the fashion industry, where traditional techniques are combined with contemporary designs [31][33] - The rise of new Chinese-style beverages, such as tea-infused craft beers, showcases the blending of cultural elements with modern consumption trends [33] Group 5 - The 2025 consumer market is characterized by a dual focus on rational and emotional values, with brands needing to adapt to diverse consumer demands [45] - The shift from a single value-driven consumption model to a more nuanced approach that includes emotional experiences is reshaping market dynamics [45] - Brands must evolve their product offerings and marketing strategies to align with the changing consumer landscape, emphasizing the importance of understanding user needs [45]

更需说明的是，对AI生成品进行明确的标注，法律法规有着明确要求。此前，《互联网信息服务算法推荐管理规 定》《互联网信息服务深度合成管理规定》《生成式人工智能服务管理暂行办法》中都做出了明确规定，今年9月 1日起正式施行的《人工智能生成合成内容标识办法》进一步细化标识的具体实施规范，明确要求，AI生成的文 字、图片、视频等内容必须"亮明身份"。 ▲社交媒体上充斥着"AI夫妻"的帖子。图/钱江晚报 "良辰吉日，开工大吉""遇到良心装修公司，89平9.3w全包完工"……高度同质化的内容，搭配一对笑容灿烂的"夫 妻"站在新家门口的图片，向网友分享自家的装修"干货"经验。 据钱江晚报报道，近期，类似的帖子在许多社交平台高频出现。帖子中"夫妻"或许并非真人，而是由AI一键生成 的虚拟形象，但发布者并未对此进行标注，导致多地网友直呼"套路太深"。 一些商家违背"明确标注"的法规要求，当然有其小心思。据报道，这类文案的内容呈现出明显的"模块化"特征： 先是"AI夫妻"讲述"装修水深"的故事，后又"找到良心公司"，事情出现转机，评论区则雇佣"水军"追问公司信 息，形成虚假互动。整套路数下来，利用消费者对"真实分享"的信任，成功 ...

Core Viewpoint - The widespread application of AI has led to increasing risks of violations in AI advertising, including issues of public morality, infringement, and false advertising, necessitating the establishment of an effective governance system for AI advertising [1][2]. Group 1: AI Content Identification and Regulation - AI-generated content, which includes text, images, audio, video, and virtual scenes, is often used by unscrupulous advertisers to create realistic but false consumer scenarios on platforms like short videos and e-commerce [2]. - The "Identification Measures for AI-Generated Content" implemented on September 1 requires explicit and implicit labeling of AI-generated content, yet instances of unmarked AI content still persist, particularly from pre-existing promotional materials [2][3]. - As of June 2025, the user base for generative AI in China is projected to reach 515 million, an increase of 266 million from December 2024, highlighting the growing demand for effective AI content governance [2]. Group 2: Governance Strategies and Technological Solutions - Traditional manual review methods are becoming inadequate for managing the vast amount of AI content, necessitating reliance on technology for governance [3]. - Platforms are utilizing large model technologies to enhance the efficiency of AI content review, achieving a 75% improvement in review speed, with 90% of materials being reviewed within 10 minutes [3]. - A multi-tiered response system has been established to address violations, including pre-warning, account restrictions, and content removal, with over 840,000 AI-related violations intercepted in the third quarter of this year [3]. Group 3: Collaborative Governance and Ethical Considerations - Experts emphasize the need for cross-sector collaboration in AI governance, involving regulatory bodies, platforms, and public participation to address new risks such as deepfake advertising and infringement [3][4]. - The scarcity of high-quality training data for AI remains a challenge, necessitating measures to ensure the authenticity and compliance of AI training materials from the outset [4]. - The Ministry of Public Security has advised on identifying potential AI-generated falsehoods by observing typical signs in images and videos, such as unnatural shadows or discrepancies in lip-syncing [4].

Core Insights - The article discusses the decline of traditional social media platforms due to the overwhelming influence of AI and algorithms, leading users to seek smaller, more intimate digital spaces [6][20][21] Group 1: The Decline of Traditional Social Media - Social media has become exhausting and hollow for many users, with a shift towards AI-generated content contributing to this fatigue [5][6] - The "attention economy" has been disrupted by AI, which now drives 80% of content recommendation algorithms and produces 71% of images by 2025 [8][12] - A significant portion of users, over 60%, report that social media increases their anxiety rather than happiness [13][19] Group 2: The Rise of Smaller Communities - Platforms like Reddit and Discord are thriving as they offer smaller, interest-based communities that are less reliant on algorithms and AI-generated content [24][25] - Reddit's stock has surged fivefold in a year and a half, reflecting its successful community model that emphasizes user engagement and moderation [24][26] - The trend towards "intimacy economy" is emerging, where users prefer smaller groups that provide emotional value and genuine connections [27][28] Group 3: Future Trends in Social Media - The future of social media may involve slower, more thoughtful interactions, with platforms allowing users to control their information flow and reduce impulsive posting [33][34] - There is a growing preference for private servers and encrypted groups, which offer a more controlled and intimate environment for users [32][34] - The shift indicates that future social interactions may be quieter and more personal, focusing on meaningful connections rather than broad engagement [35]

Core Insights - The rise of AI-generated content in e-commerce has led to a significant challenge in maintaining consumer trust and brand integrity [2][21][24] - E-commerce platforms like Taobao and Zomato are taking measures to combat the misuse of AI-generated images, while others like Uber Eats are embracing AI to enhance user experience [4][17][19] Group 1: AI in E-commerce - Some e-commerce sellers have started using AI to create misleading product images, leading to consumer dissatisfaction when the actual products do not match the representations [2][10] - The use of AI-generated content has created a closed loop of trust issues between brands and consumers, as AI technology becomes more prevalent [2][21] Group 2: Platform Responses - Taobao has implemented measures to identify and block AI-generated images that misrepresent products [4] - Zomato has banned AI-generated food images in response to customer complaints, while Uber Eats is providing AI tools to assist merchants [16][17] Group 3: Brand Impact - Brands are facing increased operational costs and challenges in maintaining consumer trust due to the prevalence of AI-generated false content [22][23] - Companies are adopting strategies to mitigate risks, such as using AI tools for content verification and monitoring suspicious activities on social media [23][24] Group 4: Future Considerations - The relationship between brands, platforms, and consumers regarding AI must evolve beyond a defensive stance to foster genuine trust [26][27] - A collaborative approach among all stakeholders is essential to leverage AI for building stronger relationships rather than perpetuating deception [27]

Core Viewpoint - The rapid development of AI technology has led to the rise of deepfake scams, which pose significant risks to consumer trust in online transactions [1][2][3] Group 1: AI Technology and Its Implications - AI deepfake technology has undergone significant upgrades, making it increasingly difficult to distinguish between real and fake content [1] - The misuse of AI for profit has become a common issue, highlighting the need for proactive measures from companies to address these challenges [1][2] Group 2: Recommendations for Companies - Companies should embed compliance measures in the technology development phase, such as implementing clear labeling mechanisms for AI-generated content [1][2] - Establishing strict celebrity authorization verification processes is essential to prevent unauthorized AI-generated marketing [2] - Short video platforms must play a crucial role in regulating AI-generated content by requiring creators to clearly label synthetic content [2] - Investing in technology for content traceability and authenticity verification can enhance platform security and fulfill social responsibilities [2] Group 3: Regulatory and Social Support - Regulatory bodies should expedite the development of laws and regulations that define the legal boundaries and responsibilities of AI applications [3] - There is a need for increased public awareness and ability to discern AI-generated misinformation [3]