2024中國營銷趨勢研究報告

SCOPENCHINAAGENCYSCOPE2024SCOPEN分析數據來源Managerswhoareresponsibleformarketing,communications,digital,andmediainChina.Theircompanymustbecurrentlyworkingwithatleastonecommunicationormediaagency.Participatingmakingprocessforselectingagenciesandapprovingtheworkoftheiragencies.Theymustalsohaveinteractedwithcommunication-mediaagenciesonanongoingbasis.InadditiontoR3-SCOPEN’sdatabases,leadingagenciesinChinawereaskedforalistoftheirmostimportantclients,whocollectivelywereapproachedbyourinterviewers.受訪人員所在的公司就現(xiàn)階段，必須至少與一家在播或媒介代理商處于合作關系中。每家公司的受訪人員，擇與評估。除了R3-SCOPEN自有的數據庫之外，理商也提供了他們的主要客戶名單，以確保更多資深市場323323individualsworkingin242clientcompanieswhere837client-agencyrelationshipswereanalyzed(IMC,RetailMarketing,andMedia).departmentsofclientcompan在242家公司工作的323位受訪客戶，分析了837個在242家公司工作的323位受訪客戶，分析了837個Atotalof323ProfessionalsInterviewed共訪談了323位市場主MarketingProfessionalsInterviewedWorkingwithCommunicationAgenciesWorkingwithIMCAgenciesWorkingwithActivationAgenciesWorkingwithDigital&SocialAgencies-WorkingwithMediaAgenciesClient-AgenciesRelationshipsAnalysedCommunicationAgenciesIMCAgenciesWorkingwithActivationAgenciesDigital&SocialAgencies-MediaAgencies*2024年，數字營銷代理商被包含在整DRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESSemi-structuredquestionnairewithfurtheropen-Face-to-face(F2F)videocallinterviewsthroughaCAWIsystem(ComputerAidedWebInterview).InterviewswereconductedfromCountryArgentinaColombiaSpainPortugalSingaporeSouthAfrica4SCOPENCHINAAGENCYSCOPE2024SCOPENRespondentsweredrawnfromacrosssectionofjobfunctionsandrolestoensurebalance.44.2%operateattheDirectorlevel,with55.8%definingtheirroleasMarketingDirector/Manager.我們邀請了眾多職能和職位各異的受訪者，以確保研究樣衡，中立與完整。44.2%的受訪者為總監(jiān)或以上級別，55.8IntervieweeParticulars受訪者信男女DirectorAboveTenure(AverageYears)任期（平均年數）CurrentCompanyTypeofCompanyChineseMultinationalBusiness/ForeignMultinationalStateOwned-戰(zhàn)略規(guī)劃主任(0.3),BTLDirector線下營銷服務主任(0CityShanghaiBeijingGuangdongOtherCountries-PositionMarketingDirector/MarketingManagerCommunicationsDirectorDigitalDirector/ManagerProcurementDirector-5DRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESFMCGrepresentsthelargestperrespondents(45.1%).China’sautomotiveindustryhasreturnedtogrowthafteraperiodofbudgetrestrictionsfollowingaslowingmarket.Thefocusisnowonimprovingmarketingefficiencysothatmarketingprofessionalscandirecttheirenergiestostrategicplanningforthefuture;henceanincreaseto11.4%.快消品品牌仍為需要大量使用外部合伙伴的行業(yè)，占本次受縮后，最終仍是將大部分的營銷產出交還于合作伙伴手中，借此提高產出效率，供營銷專職人員專注于戰(zhàn)略規(guī)劃，以搶IntervieweeParticulars受訪者信SectorSectorServicesTelecomsPublic&PrivateServicesEnergy/Fuels&OilsBuildingMaterials&FarmingProperty/RealEstate-SectorBeauty,Cosmetics&PersonalCareHealthcare/PharmaceuticalHouseholdFurnishings&AppliancesAutomotiveJewellery&WatchesRetail/ApparelSportingGoodsOfficeFurniture&Supply6SCOPENCHINAAGENCYSCOPE2024SCOPEN323professionals,workingin242companies/brands,wereinterviewed,43%agreedtoappearasparticipants參與企業(yè)（323位市場主受訪，來自242家受訪公司/品牌，43%市場主同意公開展現(xiàn)Logo）AMOREPACIFICBLACKMOREScovinklein需ckimberly-carkLOR巨ALOSRAMTR業(yè)HDRIVINGTRANSFORMATIONFORMARKETERS&十大主要洞察in-depthlookatChina’strendsinclient-agencypartners察，探索了客戶與代理商合作伙伴關系，代理商甄選標準和面的趨勢。在接下來的幾頁中，我們重點展開了10個主要發(fā)現(xiàn)，這些發(fā)現(xiàn)概述了營銷與合作趨勢的變化，也提供了相應的‘Best-in-Class’agency‘Best-in-Class’agency求。這延續(xù)了《中國營銷趨勢研究》自在中國推出第一版以來的一貫結論。牌最常用的，數量最多的合作伙伴關系為整合營銷代理商（3.7家）和線下營銷我們詢問營銷人員更愿意與哪種類型的代理商公司合作，以解決他們的創(chuàng)意需求。7（2022年為74.2%）的受訪者表示，他們更愿意與不同領域的專業(yè)代理商合作。26.4%（2022年為13.63%）的受訪者表示他們更愿意與整合營銷代理商合作。受訪者向于整合營銷代理商，這反映出客戶更加關注戰(zhàn)略規(guī)劃和數字戰(zhàn)略，并被能夠展現(xiàn)全渠道Afocusonshort-termAfocusonshort-term在中國，客戶與代理公司之間的關系往往持續(xù)時間較短，且更多以項目為基礎。對于代理公司來說，提高知名度并與潛在客戶建立聯(lián)系的最有效方法就是借助對新事物新環(huán)境新技術的渴求。通過面對面的分享，定期報告、案例分享以建立聯(lián)系，8CHINAAGENCYSCOPE2024onwhichday-to-dayworkisbuilt.Theya創(chuàng)意-創(chuàng)新、知識（市場、客戶、品牌、趨勢......）、優(yōu)秀的專業(yè)團MarketingcomplexityclientexpectationsMarketingcomplexityAgenciesneedtooffermorevalue-addedcollaborationstodifferentiatethemse代理商需要提供更多的增值服務、聯(lián)盟和合作，如聯(lián)合品牌合作，以實現(xiàn)差異化，盡管NPS（凈推薦指數）在過去兩年有所上升，但不滿者的數量仍然高于擁護者，ProvingperformancetoProvingperformanceto進一步加強品牌定位（在疫情期間大多都失去了品牌定位）、實現(xiàn)更高的MarketerslooktocreativityMarketerslooktocreativity通過強化品牌定位、品牌考慮度和與受眾的聯(lián)系，幫助市場主及其負責的SCOPENSCOPEN9DRIVINGTRANSFORMATIONFORMARKETERS&solvetheirdiverseandspecializedcommuThishasbeenaconsistentfAGENCYSCOPEinChina.IM(3.1)arethemostc化和專業(yè)化的傳播需求。這延續(xù)了《中國營銷趨勢研究國推出第一版以來的一貫結論。其中，品牌最常用的，的合作伙伴關系為整合營銷代理商（3.7家）和線下營銷3.53.9平均有12個不同的外部合作伙伴解決營銷人員傳播需求(涵蓋營銷，媒介等多方面)3.53.920222022Partners/AgenciesIMCAgenciesMediaAgenciesPRAgenciesIMCAgenciesMediaAgenciesPRAgenciesOtherAgencies3.13.73.13.720242024Partners/AgenciesIMCAgenciesOtherAgenciesIMCAgenciesOtherAgenciesMediaAgenciesPRAgenciesCHINAAGENCYSCOPE2024Weaskedmarketerswhattypeofagencytheywouldprefertoworkwithtosolvetheircreativeneeds.70.0%(74.2%in2022)ofrespondentsstatedtheywouldprefertoworkwithspecialisedagenciesacrossdifferentdisciplines.26.4%(13.63%in2022)statedtheywouldprefertoworkwithanIMCagency.TheslightshiftawaytowardsIMCagenciesisareflectionthatclientsarefocusingmoreonStrategicPlanningandDigitalStrategy,andareattractedtoagenciesthatdemonstratefull-funnelthinking.我們詢問營銷人員更愿意與哪種類型的代理商公司合作，他們的創(chuàng)意需求。70.0%（2022年為74.2%）的受訪者表示，他們更愿意與不同領域的專業(yè)代理商合作。26.4%（2022訪者略微傾向于整合營銷代理商，這反映出客戶更加關SCOPENSCOPENStructureofCompanies(Marketers)公司Integrationvs.Specialisation整合營銷代理商vs.專項代理商Whatisyourcurrentworkingmodelwithyouragencypartners?您與現(xiàn)有代理商之間的合作模式是怎樣的20242022AnIMCagencythatsolvesallyourcommunicationneeds19.5一家整合營銷代理商滿足公司所有的傳播需求Specialisedagenciesineachdiscipline(Ilookforspecialists)Bothtypesofagencies不知道/無答案Ifitwasyourdecision,inthefuturewhowouldyouprefertoworkwith?如果由您來決定，您認為哪種合作模式是最理想的20242022AnIMCagencythatsolvesallyourcommunicationneedsSpecialisedagenciesineachdiscipline(Ilookforspecialists)BothtypesofagenciesDK/NADRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESAfocusonshort-termperformancepreventsdeeprelationships對于短期表現(xiàn)的側重，深深影響著長期合作Client-agencyrelationshipsinChinatendtobeofshortertenureandmoreproject-based.Thisisbothachalforclientstryingtoconsolidate,aswellasforagenciessecuringanddrivinggrowth.在中國，客戶與代理公司之間的關系往往持續(xù)時間較短以項目為基礎。這既是客戶試圖鞏固關系的挑戰(zhàn)，也是代理Client-AgencyRelationships客戶與代理商合作關系Averagelengthofrelationships(withcurrentcommunicationagencies)關系的平均持續(xù)時間（與當前營銷傳播代理商的關系）20202024AllCommunicationAgenciesIMCAgenciesOnayearly/continuousbasisCommunicationagenciesrelationshipmodelOnayearly/continuousbasis與營銷傳播代理商的合作模式OnaprojectbasisAllCommunicationAgenciesIMCAgenciesCHINAAGENCYSCOPE2024客戶寄期望于代理商，賦能品牌最前沿的科技Themosteffectiveway“Sharingresearchaboutmysector”(45.92022),and“Invitationstoevents,conferences,seminars”代理商提高知名度和與潛在客戶聯(lián)系的最有效方式是通“分享我所在行業(yè)的研究”（45.9%對比起2022年的21.4%）和“邀請參加活動、會議、研討會”（10.2%對比起2022SCOPENSCOPENWaysofcommunicatingwithmarketers與營銷人員溝通的方式20242022Communicationbased基于代理商案例的推廣傳播InvitationstotrainingSponsorshipsDRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIES廣告公司對中國消費者的專業(yè)了解仍然是選擇代理商公標準。在過去兩年中，瑞幸咖啡、MannerCoffee廣告公司對中國消費者的專業(yè)了解仍然是選擇代理商公標準。在過去兩年中，瑞幸咖啡、MannerCoffee和寶馬是被提及最多的三個品牌。而蘋果、瑞幸咖啡和耐克則被認為是remainsakeycriteriainagencyselection.LuckinCoffee,MannerCoffee,andBMWarethethreebrandsmentionedthemostfortheircampaignsinpast2years.WhileApple,LuckinCoffee,andNikeareconsideredthethreemostvaluedcompaniesfortheirMarketinginChina.AgencyCommunication&PR代理商傳播渠道及公關方式Bestcampaignsfromthelasttwoyears過去兩年中最受矚目的活動2022luckincoffeeFENDI20242022luckincoffeeFENDI***51015CHINAAGENCYSCOPE2024Planningarethefundament創(chuàng)意、創(chuàng)新、知識（市場、客戶、品牌、趨勢）、優(yōu)秀的專隊、投資回報率和戰(zhàn)略規(guī)劃是日常工作的基本支柱。它SCOPENSCOPENCharacteristicsof‘ideal’integratedagencies“理想”整合營銷代理商的特征20242022Agency’spreviousexperienceaBuildingastrongagency-c投資回報率（效率及結果）Innovation(digital/businesstransf革新（數字營銷/業(yè)務轉型）代理商規(guī)模Specialisationinmultipl在多個領域有專長DRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESSelectioncriteriaofIMCagencies整合營銷代理商甄選標準Important(3)重要VeryImportant(4)非常重要DK/NAImportant(3)重要VeryImportant(4)非常重要DK/NAJustanInfluence(2)有些影響AverageAverage3.999.03.898.13.73.695.73.53.490.53.490.03.386.23.388.63.386.72.868.12.82.243.82.341.41.925.7TheAgency’sTeam代理商的團隊ITSCreativity代理商的創(chuàng)意能力TheAgency’sTeam代理商的團隊ITSCreativity代理商的創(chuàng)意能力Effectiveness/ROI效果/投資回報率StrategicPlanning廣告與傳播戰(zhàn)略規(guī)劃WorkingMethodologies工作方法和公司內部流量ExperienceSector類似行業(yè)經驗DigitalCapabilities具備數字營銷能力TheCost-of-Service代理商費用DataCapabilities數據能力IntegratedServices提供綜合服務SustainabilityandDE&I可持續(xù)發(fā)展和多元化NoConflictinmySector代理商業(yè)務中沒有競品沖突LocalChineseAgency中國本土代理商MultinationalAgency國際性代理商AwardswonbytheAgency行業(yè)獎項20.028.131.432.435.739.044.844.830.034.842.984.869.064.355.254.852.443.841.943.323.343.823.321.931.911.921.931.921.033.821.029.521.929.5(>80veryimportant)Short-list(80-50veryimportant)WintheAccount(40-50veryimportant)NotIncluded(<40veryimportant)CHINAAGENCYSCOPE2024MarketingcomplexityandcompetitivenessAgenciesneedtooffermorevalue-addedservices,alliances,andcollaborationstodifferentiatethemselvesandhelpclientscutthroughachallengemarket.代理商需要提供更多的增值服務、聯(lián)盟和合作，如聯(lián)合品牌合作，SCOPENSCOPENAgencyCommunication&PR代理商傳播渠道及公關方式Bestcampaignsfromthelasttwoyears過去兩年中最受矚目的活動1luckincoffee參LuckinCoffeeXMoutai2FENDlFENDIXHEYTEA3ChineseNewYearActivitiesLouisVuittonXMANNDRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESEventhoughNPS(NetPromointhelasttwoyears,thenumberofdetractorsremainshigherthanpromoters,confirmingthatChinaclientsarehardtosatisfy.仍然高于推崇者，這證明中國客戶很難讓人Client-AgencyRelationships客戶與代理商合作關系points)(7-8points)(0-6points)Agencyrecommendation(NPS)0-10points)(7-8points)(0-6points)代理商的推薦度0-10推薦中立不推薦IMCIMCAgenciesSatisfactionlevel滿意度SatisfactionlevelDK/NAVerySatisfied非常滿意Satisfied滿意Indifferent一般Dissatisfied不滿意Verydissatisfied非常不滿意5.6%5.2%6.5%AllCommunicationAgenciesIMCAgenciesCHINAAGENCYSCOPE2024ProvingperformancetojustifyinvestmentBrandPositioning/Awareness/Relevance(26.9%),ProvingROI/Effectiveness/Results/Metrics(24.3%),andShrinkingBudgets(19.7%)arethemainchallengesmentionedbymarketers.AgencieswhocanaddressthesepainpointswillfindfavourwithChinamarketers.品牌定位/知名度/相關性（26.9%）、證果/指標（24.3%）和預算縮減（19.7%）是營銷人員提到SCOPENSCOPENChallengesformarketers市場主面臨的挑戰(zhàn)20242022Brandpositioning/awareness/relevanceProvingROI/effectivessness/results/metricsDropinmarketingspend/shrinkingbudgets營銷預算縮減ChangesintheeconomicenvironmentAdaptingtonewtimes/anticipatingtrendsTalent/processes/workingmethodsData/tools/measurementStrengthenmediap