2022中国市场营销观察

ContentRadar2022R3China DEC.2022 www.rthree.com CoveredAreas 涵盖内容 DataIntegretion数据整合 Selesautometion销售自动化 Stars明星 Newidols新偶像 Al.eto.人工智能等KOLs/KOC Automobile汽车 Luxury蜜侈品 FMCG日化快消 Fashion&Lifestyle附时尚 Industry MartechCelebrity& breakthroughInfluencer 营销技术明星和影响力人物 Sponsorship VarietyShow综艺TVseries电视刷Movies电影 ConsumerElectronics. etc.消费类电子等 specific弱助 行业相关 Experiential RADAR ACG Gaming/E-sports游戏电Animatione动画卡通 Comics通 Instore店内 Testdrive乘试驾 Pop-upstore快闪店Largeevents大型活动 消费者体验游戏动漫 CrossoversIPproducts 跨界合作文化产业 Crossbrandcollaborations晶缘界Limitedproducts,etc.限量产品等 Newplatforms 新兴平台 Music/Concerts宣乐、演唱会 Shows/Movies演出，电影 Designproducts,etc.设计类产品等 Mediaplatforms媒体平台 APPs移动应用 Techsolutions,etc.其他科技解决方案等 R3ORIMINGTRANSFORMATONFORMARKETERS&THERAGENCIES2 TypicalOfferingsinContentRadarReport 每期报告您会得到如下内容 体营销 MarketingHighlightsACGG游amin戏gM普arke销ting市Upda场te观察 IndustryAutomotive ExperientialKeyExperientialPE 体验营销市场动态 游戏动漫 汽车 Marketing Update OE E-sportsMarketingUpdate行业洞察 Beauty 电竞营销市场观察 MartechSolutions美妆 MartechUpdate 菁销技术营销技术和释决方案发民观察 VirtualCelebrity& 虚拟得像和网红 IntluencerEngagernent FMCG 日化快消 Crossovers&IP 时尚及音侈品 跨界营错和IP合作 NewDigital&Social PlatformsForMarketing CollaborationsSoclal 展超势 ConsumerElectronlcs Platfoms 消业类电子产品 数字和社会化娱 LiveStreamning 体平台 直播类发展趋势 CrossbrandDigital&数字及社会化燥体平台发 KeyIPMarketingCollaborations Occaslon&FestiveSeasonMarketingUpdate 节日、手节性热点市场观 Fashion&Luxury R3DRIMINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIES3 2022KeyObservations Q1Highlights 1.EnhancingBrandEndorserPreferenceofAthletesasCelebrity NGrowingMarketingOpportunitiesUnderTheUmbrellaofMetaverse 3."TheThirdPlaces第空间”AContestedSpaceofExperientialMarketing Q2Highlights 1.ResponsivenessofSocietyResponsibilityHot-TopicReactionfollowedwiththePolicyExtendedWaveofBrandFocusinCsRCommunicationasUpcomingTrend 3.TheDTCFrontier-AnExtendedCamivalfromECFestivaltoBrandOwnedFestival 4SocialECInsights:BrandOwnedFestival-MakingIsTheUpgradedVersionofSocialAmplification Q3Highlights 1.ShortDramaIPCo-creationWithSocialMediaPlatformToEnjoyCustomizedPackageforBothContentCocreation&TrafficRedirection 2.AudioMarketingPenetratetheOccasionsofScreenRestTime 3.DiversifiedSocialPUGCRecruitmentEnhancesAutonomy&EfficiencyforContentCreation 4.Brands'CPMarketingtoCreateDramaticChemistrytoAcquireYoungAudience'sAffinity 04Highlights UpgradedEmpowermentToLeverageFemalesEmotionalRecognition MoreComplicated11.11MechanismtoArouseSalesConversion 3 WorldCupMarketingWar-MarketingHacktoCounterCompetitorsEndorsementStrategy&TriggerSoclalBuzz 2022Q1Highlights 1.EnhancingBrandEndorserPreferenceofAthletesasCelebrity 2.GrowingMarketingOpportunitiesUnderTheUmbrellaofMetaverse3.“TheThirdPlaces第三空间"AContestedSpaceofExperientialMarketing Q1Highlight1 Highlight1:EnhancingBrandEndorserPreferenceofAthletesasCelebrity EileenGuandSuyiming.,twophenornenalyoungathletes,tookthewinterOlympicsbystormthroughtheirstandoutperformanceontheworldstageofwintersports.BothofthemhadbecomemagnetforglobalbrandswithEileenGuendorsedover25globalandChinalocalbrands. whileSuYimingremainrelativelyconservativeontheselectionofcomrmnercialendorsements,butstilrepresentingover1obrands. MarketingCampaignEffectivenessofTopBrandsMarketingCampaignEffectivenessofTopBrands 图蒙牛 MengriuCairy EndorsedbyEileenGu electedtopperformedbrancs R IRIODz DeRucd元气麻#GOSKI Gen Forest EndorsedbyYimingSu 伊利 GOSKI 6 RED mano BURTON IWC元气林 Oaley Louis vutton SkinCeuticels SSKUNCIUTICALS ID.com EAKOHLER ChinaMobile京乐 Adldss TIFFANY&CO, R3DRIVINGTRANSTORMATIONFORMARKETERS&THEIRAGENCIES Midea CASIO *MethodologiesandanalysisbusedonR3ProprictaryToolEnSpire6 Q1Highlight1 LuckinCoffee:Real-timeActivationFollowingtheWinterOlvmpicsResult StrategizedPlanningandCommunicationMaximizedthroughDiversifiedo2oContent selectedGumonthsbeforetheWinterOlympicsandstrategizedGu'sendorsementthroughacomprehensiveplanpriorandduringtheOlympics. Pre-OlympicsDuringOlympics StrategizedMutualEmpowerment蓝城 OnlineandOfflineIntegrationtoDriveSalesGrowth OngnFEB.LuckinlivebroadcastedEileen'sgamewithonsitephotosandreportsontheirofficialsocial accounts. RightafterGugottheitmetalgold,Luckin全场饮品柜用业Y20 celebratedherwiningthroughseveralapproachestoamplityanlineandofflineincluding PostbrandedKposterofGutocslebratehsr4.8. championship Releasepramotionsintheprivatetrafficportaks WeibopastsbyLuckin,thebrand pcsltioneditsaifafanofCuaroundGu releasedinGu'sname Brandedcelebrstionposter IlkeWechatgroupstostimulatepurchaseMedlabuyingcreativeassetreplacementofGu's championship Switehin:toEleen'schampionshipspecialpackagingatstoreswithinihrofherwin,whichdrawsignificantfoottraffictostoresthroughviral DiscountcouponrelessedonMinhgrogramandcustomerWeChatgroups LuckinCoffeeactivelyreleasedcontentandinteractwithGuviaofficialsocialmediaposts socialaccountsinthelsaduptotheObympics. LuckinposttioneditselfafanofGuand'stalkingGucnsoclalmsdla.InthenameofcelebrationfcrEllsen,Luckinwasable ThrourhinteractionwithEileen'ssocialaccounts,runningfan'shottopics,toleveragethehottopicstomaximizebrand celcbratingEil