报告目录：一、中国品牌营销发展背景状况消费升级，消费者更加追求生活品质消费水平稳定提升，增长驱动力转向下沉市场互联网红利开始从流量时代走向存量时代年轻消费群体成为消费主力品牌营销传统模式品牌营销的新模式品牌营销新模式——私域流量品牌营销新模式——种草经济品牌营销新模式——直播带货品牌营销新模式——IP联名中国广告支出重点：互联网广告支出中国移动广告市场规模中国信息流广告市场规模中国数字营销行业投融资数据监测（一）中国数字营销行业投融资数据监测（二）中国品牌营销面临的挑战中国品牌营销产业链图谱二、中国消费新趋势调研中国消费者的消费诉求及习惯中国消费者购物的主要关注因素中国消费者购买各类生活用品的关注因素中国消费者品牌认知情况中国消费者对各品类商品的品牌重视程度中国消费者品牌相关行为参与情况中国消费者品牌资讯获取途径中国消费者广告风格偏好中国消费者印象深刻的广告元素中国消费者营销方式偏好中国消费者广告营销接受程度三、中国新青年消费用户调研新青年消费者调研样本说明青年对“兴趣消费”的感知青年消费诉求：“生活质量”和“社交”新青年兴趣消费支出占月支出三成内居多兴趣消费了解渠道：从宣传强延续到产生消费兴趣消费购买渠道：线上线下两手抓产品颜值映射精神追求新青年对「联名IP」的产品有更高的青睐度新青年对「好用」的产品有更高的青睐度新青年对「简约」与「国潮」的产品风格青睐度较高超八成新青年消费者可接受产品一定程度的溢价四、中国新国货消费者调研中国国货消费者基本画像分析（一）超九成消费者了解国货品牌超六成消费者购物更愿意选择国货品牌近四成消费者因产品切合本土文化而选择国货品牌近五成消费者认为选购时国货品牌有爱国情怀的优势超六成消费者偏好短视频平台宣传超八成消费者喜欢通过电商平台购买国货消费者偏好购买的国产商品品类覆盖领域广近四成消费者认为国货品牌认知度仍有待提升超五成消费者对国货品牌未来发展抱有信心五、中国品牌营销企业案例分析中国品牌营销企业案例分析：安踏（一）中国品牌营销企业案例分析：安踏（二）中国品牌营销企业案例分析：安踏（三）中国品牌营销企业案例分析：瑞幸（一）中国品牌营销企业案例分析：瑞幸（二）中国品牌营销企业案例分析：瑞幸（三）中国品牌营销企业案例分析：椰树（一）中国品牌营销企业案例分析：椰树（二）中国品牌营销企业案例分析：椰树（三）六、中国品牌营销发展趋势中国品牌营销发展趋势（一）中国品牌营销发展趋势（二）图表目录：图表1. 1978-2023年中国居民人均可支配收入图表2. 1952-2022年中国居民消费水平图表3. 2008-2023年6月中国网民规模图表4. 中国年轻消费群体数量及特点图表5. 私域流量和公域流量对比图表6. 中国私域流量运营网民接受度调查图表7. 中国种草经济消费者被种草主要品类调查图表8. 2017-2027年中国直播电商市场规模及预测图表9. 中国消费者购买生活用品的选择倾向图表10. 中国消费者主要购买的IP联名类型图表11. 2018-2023年中国网络广告支出图表12. 2023年中国不同媒体广告支出分布图表13. 2014-2025年中国移动广告市场规模及预测图表14. 2014-2025年中国信息流广告市场规模及预测图表15. 1992-2024年4月中国数字营销行业投融资情况图表16. 1992-2024年4月中国数字营销行业投融资细分领域图表17. 中国消费者的消费习惯图表18. 中国消费者的消费诉求图表19. 中国消费者购物时主要关注因素图表20. 中国消费者生活必需品和非生活必需品关注因素TOP5图表21. 中国消费者关于品牌认知情况调查图表22. 中国消费者关于不同品类商品的品牌重视程度图表23. 中国消费者品牌相关行为参与情况图表24. 中国消费者品牌资讯获取途径图表25. 中国消费者喜爱的广告风格调查图表26. 中国消费者印象深刻的广告元素调查图表27. 中国消费者偏好的营销方式调查图表28. 中国消费者对广告营销的态度调查图表29. 新青年消费者调研样本说明图表30. 中国新青年消费类型占有率图表31. 中国新青年对“兴趣消费”的理解图表32. 中国新青年日常消费诉求图表33. 中国新青年消费者每月兴趣消费频率图表34. 中国新青年消费者中不同群体每月兴趣消费支出占比图表35. 新青年消费者获取心仪产品信息的主要渠道图表36. 新青年消费者购买兴趣产品的主要渠道图表37. 中国新青年消费者购买高颜值生活日用品的原因图表38. 中国新青年消费者选择购买IP联名款的生活日用品的原因图表39. 中国新青年消费者对生活必需品和非生活必需品消费最关注因素 TOP 10 对比图表40. 中国新青年消费者对生活日用品的风格偏好图表41. 中国新青年消费者对产品溢价消费的态度图表42. 中国新青年消费者对百元以下的产品溢价比例的接受度图表43. 中国消费者对国货品牌的了解情况图表44. 中国消费者对国内外品牌选择情况图表45. 中国消费者优先选择购买国际品牌的原因图表46. 中国消费者优先选择购买国货品牌的原因图表47. 中国国货品牌的竞争优势调查图表48. 中国消费者对国货品牌宣传渠道偏好图表49. 中国消费者购买国货品牌占比情况图表50. 中国消费者购买国货渠道偏好图表51. 中国消费者偏好购买国产商品品类调查图表52. 中国国货品牌存在的不足图表53. 中国消费者对国货品牌未来发展的信心图表54. 2010-2022年中国海南省年椰子产量Figure 1. China's Per Capita Disposable Income from 1978 to 2023Figure 2. Consumption level of Chinese Residents from 1952 to 2022Figure 3. Scale of Internet users in China from 2008 to 2023-06Figure 4. The number and characteristics of young consumer groups in ChinaFigure 5. Private domain traffic and public domain traffic comparisonFigure 6. Survey of Netizen Acceptance of Private Domain Traffic Operations in ChinaFigure 7. Survey on the main categories of consumers by recommended in China's recommendation economyFigure 8. Scale and forecast of China's live broadcast e-commerce market from 2017 to 2027Figure 9. Choice tendency of Chinese consumers to buy daily necessitiesFigure 10. IP co branding types mainly purchased by Chinese consumersFigure 11. China's online advertising expenditure from 2018 to 2023Figure 12. Share of advertising expenditure of different media in China, 2023Figure 13. Scale and forecast of China's mobile advertising market from 2014 to 2025Figure 14. Scale and forecast of China's information flow advertising market from 2014 to 2025Figure 15. Investment and financing of China's digital marketing industry from 1992 to April 2024Figure 16. Investment and financing segments of China's digital marketing industry from 1992 to April 2024Figure 17. Consumption habits of Chinese consumersFigure 18. Consumption demands of Chinese consumersFigure 19. Main concerns of Chinese consumers when shoppingFigure 20. The top 5 factors that Chinese consumers pay most attention to daily necessities and non daily necessitiesFigure 21. Survey on brand awareness of Chinese consumersFigure 22. Chinese consumers' attention to brands of different categories of goodsFigure 23. Participation of Chinese consumers in brand related behaviorsFigure 24. Access to brand information for Chinese consumersFigure 25. Survey of Chinese consumers' favorite advertisement stylesFigure 26. Survey of advertisement elements impressed by Chinese consumersFigure 27. Survey on marketing methods preferred by Chinese consumersFigure 28. Survey on Chinese consumers' attitude towards advertising marketingFigure 29. New youth consumer research sample descriptionFigure 30. The share of new youth consumption types in ChinaFigure 31. Understanding of "Interest Consumption" among Chinese New YouthFigure 32. Daily Consumption Demands of Chinese New YouthFigure 33. Frequency of China New Youth Consumers Spend each monthFigure 34. Proportion of Monthly Consumer Spending on Products of Different Consumer GroupsFigure 35. The main channels for new young consumers to obtain information on their desired productsFigure 36. The main channels for new young consumers to purchase products of interestFigure 37. Reasons for Chinese New Youth Consumers to Purchase High Beauty Daily NecessitiesFigure 38. The Reasons Why Consumers Choose to Buy Daily Necessities with IP Joint NameFigure 39. Comparison of TOP10 Factors that Consumers Pay Most Attention to the Consumption of Necessities and Non-necessitiesFigure 40. Chinese New Youth Consumers' Style Preferences for Daily NecessitiesFigure 41. Consumers’ Attitude toward Premium Consumption of ProductsFigure 42. The acceptance of product premium ratios below 100 yuan by Chinese new young consumersFigure 43. Chinese Consumers' Understanding of Domestic BrandsFigure 44. Chinese sportswear consumers' choice of domestic and foreign brandsFigure 45. Reasons why Chinese consumers prioritize purchasing international brandsFigure 46. Reasons why Chinese consumers prioritize purchasing domestic brandsFigure 47. Survey on Chinese Consumers' Preference for Domestic CommoditiesFigure 48. Chinese consumers' preference for domestic brand promotion channelsFigure 49. The proportion of Chinese consumers purchasing domestic brandsFigure 50. Chinese consumers' preference for purchasing domestic products through channelsFigure 51. Survey on Chinese Consumers' Preference for Domestic CommoditiesFigure 52. The shortcomings of Chinese domestic brandsFigure 53. Chinese consumers' confidence in the future development of domestic brandsFigure 54. Annual coconut production in Hainan Province, China, 2010-2022