2024中國(guó)營(yíng)銷趨勢(shì)研究報(bào)告

SCOPENCHINAAGENCYSCOPE2024SCOPEN分析數(shù)據(jù)來(lái)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(guān)系中。每家公司的受訪人員，擇與評(píng)估。除了R3-SCOPEN自有的數(shù)據(jù)庫(kù)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(chǎng)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(gè)在242家公司工作的323位受訪客戶，分析了837個(gè)Atotalof323ProfessionalsInterviewed共訪談了323位市場(chǎng)主MarketingProfessionalsInterviewedWorkingwithCommunicationAgenciesWorkingwithIMCAgenciesWorkingwithActivationAgenciesWorkingwithDigital&SocialAgencies-WorkingwithMediaAgenciesClient-AgenciesRelationshipsAnalysedCommunicationAgenciesIMCAgenciesWorkingwithActivationAgenciesDigital&SocialAgencies-MediaAgencies*2024年，數(shù)字營(yíng)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(qǐng)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(jí)別，55.8IntervieweeParticulars受訪者信男女DirectorAboveTenure(AverageYears)任期（平均年數(shù)）CurrentCompanyTypeofCompanyChineseMultinationalBusiness/ForeignMultinationalStateOwned-戰(zhàn)略規(guī)劃主任(0.3),BTLDirector線下營(yíng)銷服務(wù)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(yíng)銷產(chǎn)出交還于合作伙伴手中，借此提高產(chǎn)出效率，供營(yíng)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(chǎng)主受訪，來(lái)自242家受訪公司/品牌，43%市場(chǎng)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(guān)系，代理商甄選標(biāo)準(zhǔn)和面的趨勢(shì)。在接下來(lái)的幾頁(yè)中，我們重點(diǎn)展開了10個(gè)主要發(fā)現(xiàn)，這些發(fā)現(xiàn)概述了營(yíng)銷與合作趨勢(shì)的變化，也提供了相應(yīng)的‘Best-in-Class’agency‘Best-in-Class’agency求。這延續(xù)了《中國(guó)營(yíng)銷趨勢(shì)研究》自在中國(guó)推出第一版以來(lái)的一貫結(jié)論。牌最常用的，數(shù)量最多的合作伙伴關(guān)系為整合營(yíng)銷代理商（3.7家）和線下營(yíng)銷我們?cè)儐枲I(yíng)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(lǐng)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(yíng)銷代理商合作。受訪者向于整合營(yíng)銷代理商，這反映出客戶更加關(guān)注戰(zhàn)略規(guī)劃和數(shù)字戰(zhàn)略，并被能夠展現(xiàn)全渠道Afocusonshort-termAfocusonshort-term在中國(guó)，客戶與代理公司之間的關(guān)系往往持續(xù)時(shí)間較短，且更多以項(xiàng)目為基礎(chǔ)。對(duì)于代理公司來(lái)說(shuō)，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(duì)新事物新環(huán)境新技術(shù)的渴求。通過面對(duì)面的分享，定期報(bào)告、案例分享以建立聯(lián)系，8CHINAAGENCYSCOPE2024onwhichday-to-dayworkisbuilt.Theya創(chuàng)意-創(chuàng)新、知識(shí)（市場(chǎng)、客戶、品牌、趨勢(shì)......）、優(yōu)秀的專業(yè)團(tuán)MarketingcomplexityclientexpectationsMarketingcomplexityAgenciesneedtooffermorevalue-addedcollaborationstodifferentiatethemse代理商需要提供更多的增值服務(wù)、聯(lián)盟和合作，如聯(lián)合品牌合作，以實(shí)現(xiàn)差異化，盡管NPS（凈推薦指數(shù)）在過去兩年有所上升，但不滿者的數(shù)量仍然高于擁護(hù)者，ProvingperformancetoProvingperformanceto進(jìn)一步加強(qiáng)品牌定位（在疫情期間大多都失去了品牌定位）、實(shí)現(xiàn)更高的MarketerslooktocreativityMarketerslooktocreativity通過強(qiáng)化品牌定位、品牌考慮度和與受眾的聯(lián)系，幫助市場(chǎng)主及其負(fù)責(zé)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(guó)營(yíng)銷趨勢(shì)研究國(guó)推出第一版以來(lái)的一貫結(jié)論。其中，品牌最常用的，的合作伙伴關(guān)系為整合營(yíng)銷代理商（3.7家）和線下營(yíng)銷3.53.9平均有12個(gè)不同的外部合作伙伴解決營(yíng)銷人員傳播需求(涵蓋營(yíng)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?cè)儐枲I(yíng)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(lǐng)域的專業(yè)代理商合作。26.4%（2022訪者略微傾向于整合營(yíng)銷代理商，這反映出客戶更加關(guān)SCOPENSCOPENStructureofCompanies(Marketers)公司Integrationvs.Specialisation整合營(yíng)銷代理商vs.專項(xiàng)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(yíng)銷代理商滿足公司所有的傳播需求Specialisedagenciesineachdiscipline(Ilookforspecialists)Bothtypesofagencies不知道/無(wú)答案Ifitwasyourdecision,inthefuturewhowouldyouprefertoworkwith?如果由您來(lái)決定，您認(rèn)為哪種合作模式是最理想的20242022AnIMCagencythatsolvesallyourcommunicationneedsSpecialisedagenciesineachdiscipline(Ilookforspecialists)BothtypesofagenciesDK/NADRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESAfocusonshort-termperformancepreventsdeeprelationships對(duì)于短期表現(xiàn)的側(cè)重，深深影響著長(zhǎng)期合作Client-agencyrelationshipsinChinatendtobeofshortertenureandmoreproject-based.Thisisbothachalforclientstryingtoconsolidate,aswellasforagenciessecuringanddrivinggrowth.在中國(guó)，客戶與代理公司之間的關(guān)系往往持續(xù)時(shí)間較短以項(xiàng)目為基礎(chǔ)。這既是客戶試圖鞏固關(guān)系的挑戰(zhàn)，也是代理Client-AgencyRelationships客戶與代理商合作關(guān)系A(chǔ)veragelengthofrelationships(withcurrentcommunicationagencies)關(guān)系的平均持續(xù)時(shí)間（與當(dāng)前營(yíng)銷傳播代理商的關(guān)系）20202024AllCommunicationAgenciesIMCAgenciesOnayearly/continuousbasisCommunicationagenciesrelationshipmodelOnayearly/continuousbasis與營(yíng)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(duì)比起2022年的21.4%）和“邀請(qǐng)參加活動(dòng)、會(huì)議、研討會(huì)”（10.2%對(duì)比起2022SCOPENSCOPENWaysofcommunicatingwithmarketers與營(yíng)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(duì)中國(guó)消費(fèi)者的專業(yè)了解仍然是選擇代理商公標(biāo)準(zhǔn)。在過去兩年中，瑞幸咖啡、MannerCoffee廣告公司對(duì)中國(guó)消費(fèi)者的專業(yè)了解仍然是選擇代理商公標(biāo)準(zhǔn)。在過去兩年中，瑞幸咖啡、MannerCoffee和寶馬是被提及最多的三個(gè)品牌。而蘋果、瑞幸咖啡和耐克則被認(rèn)為是remainsakeycriteriainagencyselection.LuckinCoffee,MannerCoffee,andBMWarethethreebrandsmentionedthemostfortheircampaignsinpast2years.WhileApple,LuckinCoffee,andNikeareconsideredthethreemostvaluedcompaniesfortheirMarketinginChina.AgencyCommunication&PR代理商傳播渠道及公關(guān)方式Bestcampaignsfromthelasttwoyears過去兩年中最受矚目的活動(dòng)2022luckincoffeeFENDI20242022luckincoffeeFENDI***51015CHINAAGENCYSCOPE2024Planningarethefundament創(chuàng)意、創(chuàng)新、知識(shí)（市場(chǎng)、客戶、品牌、趨勢(shì)）、優(yōu)秀的專隊(duì)、投資回報(bào)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(yíng)銷代理商的特征20242022Agency’spreviousexperienceaBuildingastrongagency-c投資回報(bào)率（效率及結(jié)果）Innovation(digital/businesstransf革新（數(shù)字營(yíng)銷/業(yè)務(wù)轉(zhuǎn)型）代理商規(guī)模Specialisationinmultipl在多個(gè)領(lǐng)域有專長(zhǎng)DRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESSelectioncriteriaofIMCagencies整合營(yíng)銷代理商甄選標(biāo)準(zhǔn)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(tuán)隊(duì)ITSCreativity代理商的創(chuàng)意能力TheAgency’sTeam代理商的團(tuán)隊(duì)ITSCreativity代理商的創(chuàng)意能力Effectiveness/ROI效果/投資回報(bào)率StrategicPlanning廣告與傳播戰(zhàn)略規(guī)劃WorkingMethodologies工作方法和公司內(nèi)部流量ExperienceSector類似行業(yè)經(jīng)驗(yàn)DigitalCapabilities具備數(shù)字營(yíng)銷能力TheCost-of-Service代理商費(fèi)用DataCapabilities數(shù)據(jù)能力IntegratedServices提供綜合服務(wù)SustainabilityandDE&I可持續(xù)發(fā)展和多元化NoConflictinmySector代理商業(yè)務(wù)中沒有競(jìng)品沖突LocalChineseAgency中國(guó)本土代理商MultinationalAgency國(guó)際性代理商AwardswonbytheAgency行業(yè)獎(jiǎng)項(xiàng)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(wù)、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(guān)方式Bestcampaignsfromthelasttwoyears過去兩年中最受矚目的活動(dòng)1luckincoffee參LuckinCoffeeXMoutai2FENDlFENDIXHEYTEA3ChineseNewYearActivitiesLouisVuittonXMANNDRIVINGTRANSFORMATIONFORMARKETERS&THEIRAGENCIESEventhoughNPS(NetPromointhelasttwoyears,thenumberofdetractorsremainshigherthanpromoters,confirmingthatChinaclientsarehardtosatisfy.仍然高于推崇者，這證明中國(guó)客戶很難讓人Client-AgencyRelationships客戶與代理商合作關(guān)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(guān)性（26.9%）、證果/指標(biāo)（24.3%）和預(yù)算縮減（19.7%）是營(yíng)銷人員提到SCOPENSCOPENChallengesformarketers市場(chǎng)主面臨的挑戰(zhàn)20242022Brandpositioning/awareness/relevanceProvingROI/effectivessness/results/metricsDropinmarketingspend/shrinkingbudgets營(yíng)銷預(yù)算縮減ChangesintheeconomicenvironmentAdaptingtonewtimes/anticipatingtrendsTalent/processes/workingmethodsData/tools/measurementStrengthenmediap