Group 1 - The Trade Desk (TTD) has released a report indicating that the upcoming holiday shopping season is expected to see growth in retail sales, presenting new opportunities for Chinese brands going overseas [1] - The report highlights a shift towards more rational consumer behavior, with over 80% of consumers in the UK and Germany prioritizing price in their shopping decisions, and 43% of UK consumers and 56% of German consumers considering reducing purchases of certain overseas products [1] - A new trend for holiday shopping in 2025 is emerging, characterized by earlier preparation, increased rational consumption awareness, more complex decision-making, and a multi-touchpoint shopping behavior [1] Group 2 - Chinese brands are moving away from short-term thinking and are focusing on long-term value creation, starting their annual marketing strategy planning in the first quarter instead of the traditional last-quarter push [2] - There has been a significant increase in inquiries about European and Asian markets, indicating a shift towards a diversified market strategy for brands during the holiday season [2] - Consumers are engaging with over 2000 digital content websites and platforms daily, with 80% of users still planning to visit physical stores, highlighting the importance of an open internet advertising ecosystem [2]

Core Insights - The Trade Desk (TTD) highlights that despite ongoing global economic pressures, North American holiday retail sales are expected to grow, presenting new opportunities for Chinese brands entering overseas markets [1][3] - A shift in consumer behavior is noted for the 2025 holiday shopping season, with earlier preparation, increased rational consumption awareness, and more complex shopping decisions across multiple platforms [1][3] - The importance of balancing short-term conversion with long-term brand equity is emphasized for Chinese brands during this holiday marketing season [1][3] Market Trends - eMarketer predicts a 1.2% year-on-year growth in U.S. holiday retail sales for 2025, marking the lowest growth rate since 2009, intensifying competition among brands [3] - Brands that maintain advertising presence during economic uncertainty are more likely to achieve better short-term returns and long-term market share advantages, with 60% of those increasing spending seeing improved ROI and an average sales growth of 17% [3][4] Consumer Behavior - Overseas consumers are engaging with over 2000 digital content sites and platforms daily, with 80% still planning to visit physical stores, indicating a complex cross-touchpoint environment [4] - The value of Open Internet advertising is highlighted, as cross-scenario omnichannel marketing significantly enhances user attention and conversion rates [4] Brand Challenges - Chinese brands face the challenge of gaining trust and recognition in overseas markets, needing to convey brand values and ideologies rather than just being perceived as affordable products [5][6] - The current market is characterized by unhealthy homogenization, with many companies mimicking successful products, leading to price wars and diluted profit margins [6] Strategic Recommendations - Companies are encouraged to focus on long-term brand building and meaningful consumer communication to escape the low-price competition trap [6] - The industry should promote brands that emphasize value and quality, which will help establish a sustainable and healthy growth path for Chinese brands in international markets [6]

Core Insights - The article emphasizes the importance of a premium internet omnichannel strategy centered around CTV (Connected TV) for Chinese brands aiming to expand globally during the 2025 holiday shopping season, despite ongoing economic pressures [1][4][6] Group 1: Holiday Shopping Trends - The 2025 holiday shopping season is characterized by earlier preparation, increased rational consumer behavior, and more complex shopping decisions, with 50% of U.S. consumers planning to complete most purchases before Black Friday [3][4] - Over 80% of consumers in the UK and Germany are placing greater emphasis on price in their shopping decisions, indicating a shift towards more price-sensitive behavior [3][4] - The gap between Thanksgiving and Christmas is 28 days in 2025, longer than the previous year's 26 days, which may influence shopping patterns [3] Group 2: Market Opportunities for Chinese Brands - The 2025 holiday season is a critical growth window for Chinese brands, with U.S. holiday retail sales expected to grow by 1.2%, the lowest since 2009, intensifying competition [4] - Brands that maintain advertising spend during economic uncertainty are likely to see better returns, with 60% of those increasing their budgets achieving improved ROI and an average sales growth of 17% [4][6] Group 3: Importance of CTV and Omnichannel Strategy - Consumers are engaging with over 2,000 digital content sites and platforms daily, with 80% still planning to visit physical stores, highlighting the need for brands to navigate a complex cross-touchpoint environment [6][7] - Open Internet advertising, which encompasses CTV, streaming music, gaming, podcasts, and digital outdoor advertising, captures 75% of users' digital media time, making it a vital component of omnichannel marketing [6][7] - CTV is rapidly growing, with 30% of U.S. consumers' digital media time spent on this platform, providing brands with a powerful medium to enhance emotional connections and drive engagement during the holiday season [7]

Core Insights - The Trade Desk (TTD) emphasizes the rapid rise of high-quality internet centered around Connected TV (CTV), which enhances brand engagement and consumer trust [1][2] - TTD's strategy focuses on creating immersive experiences to capture consumer attention and improve purchase intent [1][2] Industry Trends - CTV is becoming increasingly prevalent, with 41% of UK consumers and 44% of US consumers significantly increasing their streaming service subscriptions and viewing time, respectively [2] - The global CTV advertising market is projected to reach a record $35.2 billion in 2024, growing 20% year-over-year, and is expected to rise to $46.3 billion by 2026 [3] Advertising Ecosystem - High-quality content platforms contribute nearly 50% of the Open Internet advertising revenue, showcasing their central role in the global advertising market [3] - 94% of advertisers report that CTV ad performance meets or exceeds their expectations [2] Brand Strategy - TTD observes a shift in Chinese brands' approach to international marketing, moving from a focus on ROI to brand storytelling and awareness [4][5] - The three key elements for successful brand globalization are brand building, precise targeting, and long-term value [5] Market Focus - TTD is concentrating on industries such as consumer electronics, smart home, gardening, and cultural exports, aligning with the trend of brands transitioning from a volume-based to a brand-centric approach [6]

Core Insights - Chinese brands are accelerating their global presence, with advertising and marketing evolving as key tools for brand communication, especially in the face of external uncertainties like trade friction and tariff fluctuations [1] - The evolution of Chinese brands' globalization strategies is shifting from OEM and low-cost offerings to a focus on brand asset development, emphasizing long-term investment in brand exposure [1][2] - The Trade Desk (TTD) highlights that CTV (Connected TV) is becoming a central element in high-quality internet marketing strategies for Chinese brands, driving their global development [1][3] Group 1: CTV's Rise and Global Advertising Landscape - CTV is rapidly penetrating global households, with 41% of UK residents and 44% of US residents significantly increasing their streaming service subscriptions and viewership [3] - 94% of advertisers recognize that CTV advertising meets or exceeds their expectations, indicating strong confidence in its effectiveness [3] - Global CTV advertising revenue is projected to grow by 20% in 2024, reaching $35.2 billion, and is expected to rise to $46.3 billion by 2026 [3] Group 2: Multi-Channel Strategy and Brand Trust - The demand for high-quality digital content is driving the rise of CTV, providing brands with new opportunities to establish a credible international image through immersive experiences [4] - A multi-channel strategy is essential for brands to attract consumer attention, with TTD noting that this approach can enhance user attention by 1.4 times and emotional connection by 1.9 times while reducing cognitive fatigue by 2.2 times [4][5] - Each channel plays a unique role in this strategy, with CTV enhancing visual storytelling, audio ads capturing attention in multitasking scenarios, and digital out-of-home (DOOH) ads creating strong visual impacts [5]