Review the second half of 2022 and gain insights into the market in the report

In the past two years, the epidemic has "run" across the world like a gray rhino, forcing platforms and brands to re-examine the needs of the entire market and their own capabilities. The huge pressure has forced people to put their desire for objective data on the table. The author hopes to cut into three major directions: vertical industry, World Cup marketing, and trend insights. By reviewing the industry data every six months, on the one hand, he can review and summarize the present, and on the other hand, he can gain insight into and grasp the future.

1. Vertical Industry

Report 1

Title: Research on opportunities in the 2022 outdoor sportswear market - Camping

Producer: Magic Mirror Market Intelligence (September 2022)

Due to many uncertain factors such as the epidemic, over the past three years, people have gradually become accustomed to turning their attention to niche outdoor sports that can be played with fewer people and without restrictions on venues, such as camping and Frisbee. New demands naturally drive new markets. In the camping section released by Magic Mirror Market Intelligence, there is clear data showing that clothing categories such as jackets, sun protection clothing, and skin clothing suitable for camping are widely welcomed by people.

As a waterproof and warm jacket, it has successfully entered people's field of vision in camping and directly led to considerable sales growth for leading jacket brands. For example, the North Face achieved sales of 410 million yuan from September last year to August this year alone, accounting for 13% of the market share.

Now that the lockdown has been lifted and niche culture is on the rise, it is believed that in the future, niche sports such as camping, frisbee, hiking, cycling, etc. will bring more development opportunities to the leisure outdoor sportswear market. As for which brand will come out next time? Let's wait and see~

Report 2

Name: Pet Food Consumer Insights Report

Producer: Ipsos (October 2022)

For Generation Z, pets are becoming an important source of emotional sustenance and a place for them to relax in their spare time. Therefore, as this generation grows older and their spending power increases, they have become the core "combat force" behind the rise of the "pet economy".

The "Pet Food Consumer Insight Report" released by Ipsos has data to support this: from 2012 to 2021, the proportion of one-person households in my country's total households increased from 14% to 25%. These ten years are actually the decade when Generation Z entered society. The fast-paced economic development and emotional needs they face provide a population base for the growth of the "pet economy".

The post-95 generation’s refinement of life is also reflected in their pet raising. The report points out that most pet owners who raise furry children will give priority to product quality when purchasing pet food, among which healthy ingredients are a point of concern, such as probiotics, protein, amino acids, etc.

In addition, some pet owners will actively acquire knowledge about their pets. This not only expands the development space for popular science bloggers, but also provides exposure opportunities for many brands. For example, some brands will share pet-raising knowledge through short videos, or chat about pets' daily lives in pet communities to enhance consumer perception and improve user loyalty.

From this perspective, we can believe that grasping the psychology of pet owners, increasing interaction with pet owners, improving logistics and transportation, paying attention to healthy ratios, etc., are more likely to form consumer perception and are also the key to pet brands breaking through.

With the invasion of the pet market by Generation Z and the reshaping of pet consumption, the "pet economy" will definitely be a bigger market in the future. In this regard, TOP Jun just wants to sigh: Why don't I have a cat!

Report 3

Name: 2022 Food and Beverage Insights Report

Producer: Weimeng Media KolRank (December 2022)

As the saying goes, "food is the first necessity of the people". After looking at pet food, we also have to look at our own. Recently, Weimeng released the "2022 Food and Beverage Insight Report", which talked about the development history of food and beverages and industry insights. TOP Jun thinks it is worth a look.

From 1970 to 2010, people gradually shifted from subsistence consumption to quality consumption. In the past decade, with the development of mobile Internet, offline consumption has gradually moved online. The market's consumption tendency for food and beverages has shown an obvious health trend: high nutrition, low fat and other demands have emerged, and mothers and babies, athletes, and the elderly are looking forward to exclusive meal preparation. Convenience and science have become the "main task" of the development of this industry. Brands are facing greater opportunities while also facing unknown challenges.

Especially under the influence of social media, more people have taken the path of actively sharing and communicating with each other - this directly leads to the need for brands to adjust their product ideas and development directions in real time based on consumer needs.

Some people want to eat barbecue at a party, and some people want to eat fried chicken for supper. The common eating habits open a window for people to get along and communicate with each other. At this time, food and drink are also given new labels, becoming an excellent social business card and a common topic. It seems that for a long time in the future, China's food and beverage industry will face a broader market.

2. World Cup Marketing

Report 1

Title: 2022 World Cup Marketing Insights Report

Publisher: QuestMobile (November 2022)

QuestMobile data shows that since November 16, as the news of the upcoming World Cup was released, the content interactions on the five content platforms of Douyin, Kuaishou, Bilibili, Xiaohongshu, and WeChat official accounts have reached nearly 15 million. Who are these people? Which platform do they prefer to watch on? Who do they care about topics related to? Let's take a look~

User portraits show that this World Cup has attracted more attention among men aged 25-35. From the overall data, women account for more than 40% of the attention, while men account for 55.2%. On the one hand, this shows the passion of male fans for the World Cup, and on the other hand, it actually shows that some women pay attention to international events .

As for the preferred platforms, it is worth mentioning that this year, Tik Tok became the privileged broadcaster of the World Cup for the first time, becoming the first short video platform in China to obtain the broadcasting rights of the World Cup.

Compared with traditional platforms, the addition of TikTok has broadened the audience. People who originally did not have time to watch the entire game or were not interested in watching it now subconsciously click on the section push due to the habit of watching short videos in recent years. This is obviously very meaningful for the popularization of sports science: people have more common topics and more social possibilities.

Therefore, in a sense, the World Cup is more like an emotional social event among fans.

In fact, more platforms and brands now use an unspoken marketing strategy to trigger resonance among the crowd through sportsmanship and viewing emotions. However, the temporary popularity will eventually fade. Sports marketing is a long-term process . Companies that can always be as vibrant as the Qatar World Cup mascot may be the final "winners."

Report 2

Title: 2022 Qatar World Cup Special Analysis Report

Producer: Zhiwei Data (December 2022)

On December 18, with the birth of the champion, the 2022 Qatar World Cup officially came to an end. Zhiwei Data compiled the communication overview and marketing effect of this World Cup.

In terms of communication channels, social media accounted for 90.47%, far surpassing other channels. Among them, short videos and Weibo accounted for more than 30%; in terms of communication content, Messi ranked first with more than 3,354w voices, and there were 1,178 entries related to his championship and performance on the field.

As for marketing effects, as an important battlefield for brand competition, major brands in the World Cup can be said to have tried their best. Take Hisense as an example. Although its popularity lies in "No. 1 in China and No. 2 in the world", other marketing operations have not been left behind.

First, Hisense launched the 75-inch 2022 World Cup official TV, and then launched the promotional videos "Start the game anytime, anywhere" and "Champion's Background", and linked online and offline channels: while launching the #Vidda big screen watch the World Cup# online lottery, it also encouraged people to turn on Hisense TV to watch the live broadcast at any time.

Later, even the questioned “No. 1 in China, No. 2 in the world” gained people’s understanding because of the brand’s positive attitude, and Hisense, which was “shining” in exposure, was able to “break through the siege” in this World Cup marketing.

If the World Cup is a big game, then the World Cup sponsorship rights are like an entry ticket to this game. Whether it is a corporate brand or a contestant, using this ticket well can make them shine in front of the world, while "investment failure" will lead to being lost in the crowd.

Report 3

Title: 2022 World Cup Marketing Analysis

Producer: Entdata (December 2022)

We have talked about the platform effect and communication overview of this World Cup before. TOP Jun from Enzhong has picked out two cases for you, hoping to get some insight into the brand marketing methodology of this World Cup through the combination of the cases themselves and the platform topics.

Meituan Waimai made efforts on Weibo public opinion twice on the 20th and 24th, and launched topics such as #Watch the game and order Meituan Waimai and #Ghanaian football team wears the same jersey as the delivery guy#, which triggered heated discussions among netizens at the beginning of the World Cup. Then, in the middle period, it targeted the Douyin "battlefield", using Yang Mi's advertising placement as the lead and many people's scenes to carry out brainwashing marketing to fans, strengthen brand awareness, and achieve rapid breakthroughs.

Telunsu has set its sights on Xiaohongshu, a platform with a larger concentration of children and women. Not only has it "cast a wide net" since the start of the tournament, posting more than 500 notes, it has also invited top KOLs to vigorously promote the World Cup collector's edition gift box products. In addition, its omni-channel TVC campaign focuses on "health and happiness", interacting with consumers through card collection, guessing, and lucky draws, attempting to impress more consumers with its brand concept and interesting gameplay.

The marketing ideas of the two brands are both similar and different, which is neither good nor bad. From the platform selection and actual gameplay, we can actually see the brand's own tone and marketing direction . The main purpose of showing these two brands to everyone is to bring more reference significance to the industry. The World Cup exam is over. Have you taken this "compulsory course"?

3. Trend Insights

Report 1

Title: 2022 Digital Collection App Research Report

Producer: Yuehu Data (August 2022)

With the continuous construction and improvement of blockchain technology, the digital collection industry has entered the domestic exploration stage. The uniqueness and traceability of digital collections have made more and more people choose to join this "collection carnival". Many friends around me beat their chests and stamp their feet from time to time, as if missing out on a collection means missing out on the latest trend.

According to Yuehu data, the penetration rate of the digital collection industry was only 1.5‰ in July last year, but it has reached 9.2‰ this year. In addition, in July this year alone, the number of mobile digital collections developed reached 58, and many well-known state-owned units and listed companies have entered the market.

Take Alibaba's digital cultural life platform Whale Tan as an example. Since its launch on the mobile terminal in December last year, in just over half a year, it has surpassed ArtPro, which is committed to building the world's most complete art market information database, with an average monthly DAU of 126,000, ranking first in the digital collection app DAU ranking. This shows the attention and investment of major Internet companies in the field of digital collection marketing at this stage.

In addition, Yuehu has noticed that the scope of digital collections is constantly expanding and has gradually penetrated into many fields such as entertainment, leisure, catering, shopping, tourism, sports, and ticketing.

It can also be seen here that although the digital collection field is still in the early stage of wild growth in the past six months, in the long run, whether it is the entry of large manufacturers and official media or the expansion of the collection field, it will be beneficial to the industry's breaking circle and cultural inheritance.

Report 2

Title: 2022 China's Pre-prepared Food Industry Development Trend Insight Report

Producer: Weibo (October 2022)

In recent years, pre-prepared meals have gradually become one of the protagonists on the consumer's table. Here I would like to share with you the "2022 China Pre-prepared Meal Industry Development Trend Insight Report" newly released by Weibo this year~

As we all know, the pre-prepared food industry in our country started late and developed slowly, and was mainly B-side in the early stage. More people either bought their own food and cooked it themselves, or simply went out to eat. This situation continued until the rise of the lazy economy and the drastic lockdown of the epidemic in the past two years. The emergence of gimmicks such as "easily reproduce classic dishes" and "a kitchen novice becomes a chef in seconds" has given the pre-prepared food industry a large development space.

Data shows that female users prefer pre-prepared meals; the post-90s generation prefers quick-cooking meals that can be heated directly; first- and second-tier cities and other areas with a fast pace of life are the first to increase sales - from this we can roughly conclude that the main purpose of consumers buying pre-prepared meals is convenience, speed and deliciousness . So on this basis, let's take a look at the future development of this industry.

On the one hand, the current pre-prepared meal industry has not yet seen the emergence of a so-called monopolistic "industry leader", but with the support of policies and people's increasingly "convenient and fast" consumption habits, pre-prepared meals will definitely be a business that can be recognized by people in the future ; on the other hand, our regional cuisines are wide-ranging and there are many kinds of food. As long as the company is willing to screen the track, conduct detailed research, and make delicious pre-prepared meals, it may not be impossible for the company to be deeply rooted in the hearts of consumers like those large chain stores.

Report 3

Title: Live e-commerce development trend analysis report

Producer: Star Chart Data (October 2022)

Recently, when I watch short videos, I can always see the latest ways of celebrities selling goods, such as shouting and skewering. In time for this compilation, let's take a look at the industry that has reaped the most dividends during the epidemic - live streaming e-commerce.

Star Chart data shows that from the market share comparison chart of various formats of e-commerce platforms, in the past year, the market share of live e-commerce has increased significantly and is encroaching on the market of comprehensive e-commerce platforms. So we have to pay attention to the three giants of live e-commerce - Taobao, Douyin and Kuaishou.

As the earliest platform to deploy live broadcast e-commerce , Taobao has its own underlying genes of shelf e-commerce. Although it has lost some market share due to the lack of top anchors in the past year, at the same time, the site has begun to vigorously support merchants to broadcast themselves and develop a "short and direct joint" strategy;

After Douyin upgraded to become a global interest e-commerce platform , it also accelerated the construction of an independent mall. However, compared with traditional comprehensive e-commerce platforms, it still has problems in infrastructure construction and supply chain.

Kuaishou Stores are centered around trust, emphasizing experiential e-commerce driven by trust, encouraging monetization through live streaming, and proposing a “fast branding” strategy to strengthen platform branding.

Although there are "undercurrents" between the three major platforms, it is undeniable that compared with the previous era of big anchors, the current live broadcast e-commerce industry has gradually emerged from a more mature system and pattern. The successive exits of the four major anchors and the traffic support of mid-level substitutes will create more traffic opportunities for platforms and merchants in the long run.

Author: TOP Jun

Source: TopMarketing (ID: TMarketing), when it comes to Marketing, Top is a belief - TopMarketing.