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1、SURVEY OF BRAND LEADERS IN CHINA2024MINI-REPORT#3SURVEY OF BRAND LEADERSTHE BUDGETING,STRATEGIC&MEDIA SELECTION PRIORITIES OF MARKETING LEADERS IN CHINA2023,in China,was a year of wait-and-see for marketers and consumers alike.As the year inched along,confidence was slowly chipped away at,as the ant

2、icipated return to heady times never materialized.This erosion of confidence is reflected in the results of Totems 2024 brand survey.For this years survey,we had 90 senior brand leaders provide insights on where they see the market and the plans they are putting in place for 2024.When viewed across

3、several years,the results of the survey show a steady,persistent lowering of expectations and sentiment.For most brands,China is still a growth market and keenly important.And,while budgets have remained(mostly)consistent over the past several years,brands are seeking much greater efficiency and imp

4、act for marketing budgets in 2024.TOTEMS 2024 BRAND SURVEYOVERVIEW&METHODOLOGYAt the end of 2023,Totem surveyed marketing leaders from a group of 90 brands on their advertising plans for 2024.This group of brands represents a cross-section(of mostly global)brands,ranging from very large to medium si

5、zed-most of which have more than 10 years experience in China.BRAND SURVEYSource:Totem Media Brand Survey(2023 n=82),(2024 n=90)90CATEGORIESNUMBER OF BRANDSAppliances&Electronics4Beauty/Cosmetics13Fashion&Apparel28Gear&Gadgets/Toys3Household&Kitchen6Mom&Baby2Luxury19Packaged Food4Fitness&Health5Othe

6、r6SURVEYED FORBRANDS202420 or More15-2010-155-105 or LessBRANDS NUMBER OF YEARS IN CHINA80%of Brands Surveyed Have Been in China More than 10 Years.Optimism about Chinas economy continues to shift negative into 2024.Looking at the historical context,brand investment levels are at a low point(when me

7、asured year-over-year).Brands are also(rightfully)cautious headed into 2024.Despite the uncertainty,brands are moving forward with new initiatives and maintaining growth efforts in China.There is also a sense that any downturn is all part of a long-game in Chinas development.Efficiency,quality and p

8、erformance are the key goals for brands.In retrospect,2023 was a year where brands(who were waiting to re-start),took time to get systems,teams and insights cleaned up.Into 2024,brands who are tired of waiting are implementing the most cost efficient channels and tactics to rebuild momentum.Tactical

9、,social commerce activities are being prioritized ahead of costly traditional media and unproven newer channels(eg.Web3).RED and Douyin continue to lead as priority growth channels.RED and Douyin,together with the associated influencers on each channel continue to be leading options for brands.RED s

10、erves as the best channel to build share of voice and consideration.Douyin serves as the prime conversion channel.Pinduoduo(not typically viewed as a brand channel)has been a juggernaut.Brands will be looking for ways to activate on PDD.123THREE KEY TAKEAWAYS:BRAND SURVEYBRAND SURVEY FOR 2024CAUSE F

11、OR CONCERN?As brands look ahead to 2024,theres a guarded perspective on the state of Chinas consumer economy.Only a small fraction of respondents view the economy as accelerating,with an equal percentage asserting that it remains as robust as always.The majority,44%,hold a neutral stance,suggesting

12、a wait-and-see approach in the face of uncertainty.Notably,42%of brands express concern,with 20%believing the economy is turning down and 22%stating its already in a recession.This cautious outlook may influence strategic decisions as brands navigate a potentially shifting economic landscape.WHAT IS

13、 YOUR VIEW ON THE STATE OF CHINAS CONSUMER ECONOMY FOR 2024?ACCELERATINGROBUST AS ALWAYSNEUTRAL(FLAT)TURNING DOWNALREADY IN RECESSION7%7%44%20%22%Source:Totem Media 2024 China Brands Survey n=90SHIFTING AWAY FROM CHINA?In the wake of the pandemic,brands have evaluated their market mix in China,with

14、26%taking some attention away from China.20%of brands report a modest increase in their attention to alternative markets.At the same time,6%have shifted a large share of their marketing efforts away from China to other markets in Asia.The majority,however(61%)remain steadfast with no change from the

15、ir pre-existing strategies.The remaining 13%attribute changes to diversification efforts that align with long-term plans rather than reactive shifts due to COVID-19.“Other”responses in the survey:Many of the brands were keen to note that diversification from China to Asia is part of a longer-term st

16、rategic plan,and not the result of recent economic headwinds.A large share of those responding as other were in this camp(as diversifying from China but it being part of a longer-term plan).POST-COVID HAS YOUR BRAND RE-DIRECTED ANY MARKETING FOCUS AWAY FROM CHINA TO OTHER MARKETS IN ASIA?YES-HAVE SH

17、IFTED A LARGE SHARE OF ATTENTION TO OTHER MARKETSYES-WE HAVE MADE A SMALL INCREASE INTO OTHER MARKETSNEUTRAL-NO CHANGE FROM THE PAST FEW YEARSOTHER6%20%61%13%*Most cited diversification as part of preset,long-term planBRAND SURVEY FOR 2024Source:Totem Media 2024 China Brands Survey n=90HOW WOULD YOU

18、 DESCRIBE YOUR OVERALL OUTLOOK FOR NEXT YEAR?Source:Totem Media Brand Survey(2023 n=82),(2024 n=90)2%34%27%17%20%VERY OPTIMISTICSOMEWHAT OPTIMISTICNEUTRALSOMEWHAT NEGATIVEVERY NEGATIVE7%18%29%33%13%20232024BRANDS CAUTIOUSLY OPTIMISTICDespite the ongoing challenges,marketing leaders have shown a caut

19、ious shift in sentiment going into 2024.The total number of brands with neutral-to-optimistic outlooks for 2024 is equal to 54%.This represents a decrease from the 63%seen in 2023,suggesting a slight shift towards a more conservative outlook over the year.By comparison,the trend over the past four y

20、ears indicates a continued move towards a less positive outlook,with a 25-point swing towards a negative outlook since 2021.Moreover,going into 2024,the proportion of brands reporting a very negative outlook has decreased to 13%from 20%in 2023,which may indicate that while optimism is tempered,stark

21、 negativity is also receding.2%BRAND SURVEY FOR 2024BRAND SURVEY FOR 2024WHAT MARKETING GOALS ARE PRIORITY FOR 2024?2023 WAS A YEAR FOR RE-TOOLING MARKETING SYSTEMS AND PROCESSES,AS COMPANIES WAITED PATIENTLY FOR A RE-START.LOOKING AHEAD TO 2024,PRIORITIES HAVE SHIFTED MORE TOWARD ACTION AND SALES.W

22、HILE SALES CONVERSION CONTINUES TO DOMINATE OVERALL,WE ARE SEEING A DOUBLED FOCUS ON BRAND AWARENESS AND A SIGNIFICANT RISE IN BRAND IMAGE AS MARKETING PRIORITIES.INTERESTINGLY,BOTH CUSTOMER EXPERIENCE AND CUSTOMER INSIGHTS/DATA ARE BOTH SIGNIFICANTLY DOWN COMPARED TO LAST YEAR.OPERATIONS EFFICIENCY

23、 HAS ALSO DROPPED SIGNIFICANTLY.Brand AwarenessSales(Conversion)Customer Loyalty(Repeat Purchase)Improve Customer ExperienceCustomer Insights/DataOperations EfficiencyBrand Image16%1%9%9%16%29%21%5%5%15%16%26%24%10%20232024Source:Totem Media Brand Survey(2023 n=82),(2024 n=90)HOW DOES YOUR BRAND PLA

24、N ON ADJUSTING OVERALL MARKETING SPEND IN 2024?BRAND SPENDING IN 20244%10%9%13%13%28%38%22%20%18%16%9%Decrease of 10%Decrease of 10%No ChangeIncrease of 30%20232024MARKETING BUDGETS ON PAUSEMost brands are going into 2024 by holding steady,with 38%making no changes to their marketing budgets.While l

25、ast year 51%planned some kind of increase to marketing spending,in 2024 only 26%brands are planning rises.Conversely,the portion of brands anticipating a decrease of more than 10%has grown marginally from 9%in 2023 to 16%in 2024,indicating a more cautious approach.This stance reflects a continued de

26、cline in sentiment about the year ahead.Sentiment about budgeting for the next year has been in steady decline for the past four years.Note about the survey:These data are collected about the year ahead from the previous year.For example,the 2024 sentiment is gauged in Nov 2023 about the year ahead.

27、Source:Totem Media Brand Survey(2023 n=82),(2024 n=90)HOW DOES YOUR BRAND PLAN ON ADJUSTING DIGITAL MARKETING SPEND IN 2024?6%7%18%27%16%22%31%26%18%6%12%12%Decrease of 10%Decrease of 10%No ChangeIncrease of 30%20232024DIGITAL VS DIVERSIFICATIONDigital continues to trend higher than overall budgets,

28、but the rates of increase continue to slow.As noted in previous reports,China marketers are already over-invested into digital,when compared with other formats.Data from GroupM show that more than 90%of branded media investments already flow into digital.But,digital is still viewed as the safe bet,o

29、ffering more predictable,measurable results.While there might be under-priced media alternatives,2024 is not likely to be the year where brands will be taking chances on other formatseven if,those other formats are reducing costs.As long as key channels,such as RED,Douyin,Pinduoduo continue to demon

30、strate impressive ROI,brands are unlikely to shift money away from digital.Source:Totem Media Brand Survey(2023 n=82),(2024 n=90)BRAND SPENDING IN 2024HOW DOES YOUR BRAND PLAN ON ADJUSTING SOCIAL MARKETING SPEND IN 2024?9%16%20%26%11%18%38%28%13%7%9%5%Decrease of 10%Decrease of 10%No ChangeIncrease

31、of 30%20232024BALANCING SOCIAL COMMERCEMuch like digital at large,social out-performs average budget adjustments.Even with brands that plan to decrease overall budgets,social media investments tend to be up-held.Success in China is closely linked to the effectiveness of brand social commerce strateg

32、ies.Mini-programs,private traffic,influencers and live-streaming-as key characteristics of social commerce-are viewed as mission critical investments.Despite the overall rising costs of digital(and concurrent budget tightening),many of the key social channels offer affordable advertising systems,whe

33、re smaller,more bottom-up ad programs can be maintained and adjusted incrementally,based on measurable performance.In sum,social investments can serve both top-down social commerce imperatives as well as bottom-up,value-focused tactics(in the case of incremental ads).Source:Totem Media Brand Survey(

34、2023 n=82),(2024 n=90)BRAND SPENDING IN 2024BRAND SURVEY:GOALS FOR 2024WHAT MARKETING TACTICS ARE PRIORITY FOR 2024?INVESTMENTS INTO ALL THINGS RELATED TO SOCIAL COMMERCE CONTINUE TO BE PRIORITIES INTO 2024.INFLUENCERS,LIVESTREAM VIDEO,SOCIAL COMMERCE,SHORT VIDEO AND PRIVATE TRAFFIC ALL RANKED HIGHL

35、Y.HIGHER COST,TRADITIONAL MEDIA,SUCH AS OOH(OUT OF HOME),TVC ADS AND NEWS CHANNELS HAVE BEEN DE-PRIORITIZED FOR 2024.MORE SPECULATIVE,UN-PROVEN MEDIA SUCH AS GAMING,PODCASTS AND SPONSORSHIPS-WHICH WERE HOT DURING MORE OPTIMISTIC YEARS-HAVE ALSO DROPPED DOWN THE LIST OF PRIORITIES.InfluencersLivestre

36、am VideoSocial CommerceECommerceShort VideoPrivate TrafficSearch MarketingMini-ProgramsGamingVertical Media ChannelsAds on Tmall/JDDisplay AdsSponsorshipsPodcasts-Audio AppsNews Channel/PortalsOTV AdsOOHLong VideoTVC AdsOTT3%19%3%2%1%2%1%1%2%4%9%3%2%8%21%23%10%11%27%21%10%8%8%11%6%8%8%7%6%13%9%10%10

37、%27%17%22%38%40%27%36%55%18%58%48%67%48%62%63%53%50%63%59%48%24%13%12%37%33%20%30%13%28%21%24%21%28%21%11%21%26%9%9%18%30%18%24%12%12%17%10%19%28%10%14%6%14%8%18%18%7%10%19%22%11%31%18%3%3%10%3%Large DecreaseSmall DecreaseNo ChangeSmall IncreaseLarge IncreaseSource:Totem Media 2024 China Brands Surv

38、ey n=90Influencer MarketingBrand-Level Media InvestmentsTechnology&Data SystemsAgencies&VendorsBranded Content&CreativePerformance AdsInternal Staff&Resources19%12%17%22%11%24%13%13%6%5%20%15%20%17%20232024WHAT AREAS(IF ANY)ARE BUDGET CUTS PLANNED FOR IN 2024?BUDGET CUTS CONTINUEBUDGET CUTS INCREASE

39、 IN 2024Planned budget cuts are increasing into 2024,representing a slow,steady increase in cuts since Covid.But,when viewed from a broad perspective,the number of brands cutting budgets in China is still small.Key areas cited for cuts include;brand-level media,agencies&vendors,together with interna

40、l staff and resources.There is an overall trend for marketers to do fewer campaigns but make each campaign more impactful.So,there might be less creative and content produced,what does get developed needs to be more well-designed,higher impact.This shift from quantity to quality,also follows through

41、 to media selection and audiences,where brands are shifting toward more specific,narrow targets-rather than spray-and-pray.Efficiency is the name of the game in 2024.Source:Totem Media Brand Survey(2023 n=82),(2024 n=90)BRAND SURVEY:INFLUENCERS(KOLS)WHAT CONCERNS DO YOU HAVE WITH USING KOLS?INFLUENC

42、ER MARKETING CONTINUES TO BE INTEGRAL TO THE MARKETING MIX IN CHINA.AND,AS INFLUENCER MARKETING HAS BECOME FOUNDATIONAL,CONCERNS HAVE SLOWLY FADED AWAY.CONCERNS ABOUT GOVERNMENT REGULATIONS AND RISKS OF ASSOCIATION HAVE BECOME NEGLIGIBLE,DESPITE PAST CHALLENGES WITH BOTH.FOR 2024,THE MAIN CONCERNS W

43、ITH INFLUENCERS COME WITH THE HIGH COSTS TO ENGAGE THEM,AS WELL AS THE POTENTIAL FOR POOR ROI.Risk of Association w/KOLGovernment RegulationsWeak Effect/Low ROIRising CostsDifficult Relations w/KOL30%57%31%11%24%39%30%46%40%33%31%13%23%49%42%No ConcernSmall ConcernLarge ConcernPast years surveys hav

44、e shown much higher overall levels of concern with influencers(KOLs)in China.As influencer marketing continues to become more normalized,concerns have slipped away.Influencer marketing in China holds a unique place in the marketing mix.Influencer marketing has become de facto brand marketing in Chin

45、a-serving as the best opportunity for brands to tell their story,create trust and influence audiences to align closer with their brand(if not also motivate a sale at the same time).Source:Totem Media 2024 China Brands Survey n=90REDDOUYINTMALL LIVEWECHATWEIBOBILIBILIKUAISHOUZHIHU030609012060%56%32%3

46、2%29%22%14%6%1%2%3%19%11%3%6%17%1%11%4%4%7%19%17%10%18%16%44%30%26%26%36%39%20%16%16%14%28%30%28%29%Small KOLs/KOCsMid-Tier KOLsLarge KOLsOthers(Celebs,Media)N/A(Not Using KOLs)KOL USAGE PER CHANNELWHAT SIZE/PROFILE OF KOL DO YOU MOST COMMONLY USE PER CHANNELSource:Totem Media 2024 China Brands Surv

47、ey n=90LOOKING FOR KOL BALANCEBrands continue to engage a mix of KOLs to navigate Chinas diverse social landscape,with strategies tailored to the dynamics of each channel.On RED and Douyin,mid-tier influencers are most commonly engaged,suggesting a preference for relatable voices,while still providi

48、ng significant reach.Tmall Live shows more balanced approach,with similar use of small and mid-tier KOLs,aligning with the platforms focus on live commerce(where authenticity drives conversion).Bilibili stands out with a notable 44%usage of mid-tier KOLs,emphasizing content depth and community engag

49、ement over sheer reach.WeChat and Weibo see a strategic deployment of large KOLs,possibly to capitalize on established networks for brand campaigns and events.In the survey,brands were not provided with definitions for KOL size/profile.The size/profile can be vastly different depending on the channe

50、l(eg.a small KOL on Weibo could be a mid-large KOL on RED).In other words,brand respondents used their own judgement for KOL size/profile.Therefore,this data serves a rough guideline,not an apples-to-apple comparison.HOW DO YOU PLAN ON ADJUSTING TOTAL KOL INVESTMENTS BY CHANNEL IN 2024?-80%-60%-40%-

51、20%0%20%40%60%80%-28%-6%-7%-6%-4%-8%-19%-8%30%20%86%24%30%82%31%42%IncreaseDecreaseKOL USAGE PER CHANNEL-6%WECHATWEIBODOUYINBILIBILIKUAISHOUREDZHIHUTMALL LIVETOTAL KOL INVESTMENTS RISEDouyin and RED are set to lead the way with influencer spending increases for 2024,with 82%and 86%of brands(respecti

52、vely)planning to ramp up investments.These planned increases in KOL investments for RED and Douyin signal confidence in both the platforms themselves(as growing and productive),together with the influencers,to be ROI positive.In the case of RED and Douyin,you get the benefit of the KOL,as well as li

53、ft from surging platforms.WeChat also sees a notable 42%increase,offsetting the 8%who are withdrawing.As a more mature channel,WeChat does not offer much channel momentum.Success with influencers on WeChat is therefore much more about the effectiveness of the influencer-as the platform provides litt

54、le additional lift to influencer results.Tmall Live,though experiencing a split in sentiment,still draws increased spending from 30%of brands,indicating its vital role in the live commerce ecosystem.KOLs on Tmall Live are costly however,so ROI does not always come out in the wash.Influencers on Weib

55、o,BiliBili,Kuashou and Zhihu all continue to attract brands.As the relative costs of KOL investments(vs platform lift)adjust during 2024,these channels could become more attractive.Source:Totem Media 2024 China Brands Survey n=90-7%-28%-19%-6%-4%-8%-8%BRAND SURVEY:LIVESTREAMINGHOW DO YOU PLAN ON ADJ

56、USTING LIVESTREAM PRIORITIES FOR 2024?GOING INTO 2024,BRANDS WILL CONTINUE TO LOOK TO SALES AS THE LEADING PRIORITY FOR LIVE-STREAMING,FOLLOWED BY BRANDING AS A SECONDARY CONCERN.The goals for live-streaming in China still favor sales goals,followed by branding,service and awareness.There has been a

57、 steady shift over the last several years with branding and awareness goals increasing,together with sales and service goals slowly retracting.-80%-60%-40%-20%0%20%40%60%80%-24%-37%-36%-21%76%63%64%79%IncreaseDecreaseKOL SALESAWARENESSSERVICEBRANDINGSERVICEBRANDINGAWARENESSKOL SALES20%22%24%34%WHAT

58、MAJOR GOAL DID YOU SERVE WITH LIVESTREAMING IN 2023?Source:Totem Media 2024 China Brands Survey n=85Source:Totem Media 2024 China Brands Survey n=90BRANDS MUST DO MORE WITH LIVESTREAM VIDEOHIGH EQUITYCONVERTLOW EQUITY(Rent Audience)(Retain Audience)SALESGROWTHBRANDAustin Li,using his own channel to

59、sell to his audience,helped create a hero product for Florasis.He is a true advocate for this brand but for most brands,it can be coldly transactional.Livestream brand introductions and product demos from KOL accounts can boost overall product awareness and improve credibility.Institutionalized broa

60、dcasts by brands(customer service,product demos)-elevates consideration,re-enforces trust.3rd Party KOLs/Media can kick-start awareness,interest in(a new)brand,product and/or widen appeal to new segments.KOL Livestream sales spark the link between attention-action,to generate quick sales and ideally

61、 establish“hero products.”Brand storytelling,entertainment,interest-based content creates meaningful,lasting engagement with audiences.“Gucci Live”(left)is a livestreaming program for personal shopping and product Q&A.Beauty brands have institutionalized daily Q&A,demos and service from“owned”accoun

62、ts.Brand“moments”and digital events,improve equity and DTC metrics.LVs SS21 mens fashion show was live-streamed on Douyin,with 52m+viewers.REACHBRAND STORYKOL SALESSERVICELIVESTREAM CHANNELS X MARKETING OBJECTIVESHIGH EQUITYCONVERTLOW EQUITY(Rent Audience)(Retain Audience)SALESGROWTHBRANDService sta

63、ff and“bosses”are taking to“owned”livestream channels to talk about products,provide service.With its CRM slant,WeChat could be primed for“service”streams.Tmall Live,Douyin and Kuaishou hold the lions share of GMV for livestream sales.BiliBili,WeChat and RED also hold some promise in this space.Bran

64、ds looking to build equity are doing so with their own channels(and hosts),while“guest KOLs”increase viewership.RED may emerge as a priority channel for brand storytelling.Douyin leads in terms of current viewer momentum.But for boosting brand awareness,companies should prioritize the KOL first,and

65、the channel second.Institutionalized broadcasts by brands(customer service,product demos)-elevates consideration,re-enforces trust.3rd Party KOLs/Media can kick-start awareness,interest in(a new)brand,product and/or widen appeal to new segments.KOL Livestream sales spark the link between attention-a

66、ction,to generate quick sales and ideally establish“hero products.”DOUYINREDWECHATBrand storytelling,entertainment,interest-based content creates meaningful,lasting engagement with audiences.TMALL LIVEREACHBRAND STORYKOL SALESSERVICELIVESTREAM COMMERCEDRIVEN BY HYPE AND THE IDEA OF SHOPPING AS ENTER

67、TAINMENT,LIVE COMMERCE HAS SEEN SHARP GROWTH-ESPECIALLY AMONG GEN-Z.NEARLY 37%OF ALL CHINESE NETIZENS WILL BE ACTIVE LIVESTREAM BUYERS IN 2024.HOWEVER,THIS TREND MAY SOON BE REACHING ITS LIMITS,AS(1)THE ECONOMY SLOWS SHARPLY,AND(2)THE TREND HITS ITS NATURAL LIMITS.Tmall Live,Douyin,and Kuaishou have

68、 been livestream frontrunners,carving out significant portions of the market.However,in recent years almost all platforms have integrated livestream(and live commerce)functions,so GMV has become more distributed.Source:eMarketer 202305002023202420252026Livestream Buyers%Change3.1%4.7%6.9%

69、11.2%431.4418.3399.6373.73.1%4.7%6.9%11.2%CHINA LIVESTREAM RETAIL ECOMMERCE BUYERSOTHERDOUYINKUAISHOUTMALL LIVE25%30%27%2023 SHARE OF LIVESTREAM REVENUE BY CHANNEL(GMV)Source:Totem ResearchGMV SPLIT(%)OF TOP LIVESTREAM CHANNELS19%IN 2023,HOW WOULD YOU CHARACTERIZE YOUR ROI,PER CHANNEL:RESULTS WITH S

70、OCIAL CHANNELSREDDOUYINWECHATTMALL LIVEWEIBOBILIBILIKUAISHOUZHIHU1%1%13%9%18%26%20%1%7%7%13%23%17%20%26%69%61%58%51%41%41%29%38%29%29%19%14%22%20%20%14%1%2%16%8%4%4%6%2%Large LossSmall LossNeutralSmall GainLarge GainRED AND DOUYIN LEAD IN ROIDouyin and RED lead in positive ROI,with a significant 46%

71、of brands reporting gains on the two platforms.RED and Douyin have been the two leading channels for brand ROI going back to 2019-both have consistently impressed as sources of growth for brands.WeChat,Tmall Live and Weibo also have demonstrated above average returns for brands.BiliBili,Kuashou and

72、Zhihu fall into a grouping of channels which on the surface show weak brand ROI.It is important to note however,that these channels tend to be far less used by brands.So,rather than being weak performers,they are simply not well used-you cant measure what wasnt tested in this case.Source:Totem Media

73、 2024 China Brands Survey n=90INVESTMENTS IN KEY CHANNELSDouyinREDWeChatTmall LiveBiliBiliTmallWeiboJDKuaishouZhihu17%11%28%18%28%32%36%31%74%70%76%76%37%64%36%54%26%46%18%20%8%13%36%18%37%13%39%23%8%10%DecreaseN/AIncreaseHOW DO YOU PLAN ON ADJUSTING YOUR BRANDS CHANNEL SPEND IN 2024?BETTING ON RED(

74、AND DOUYIN)RED and Douyin continue to lead the way as targets for increased investments into 2024.New investments follow on past successes.WeChat continues to be a foundational channel with consistent,repeated contributions from brands.Tmall Live is perhaps the most divisive,as both a channel for in

75、creased investment and withdrawals.Brands tend to be split on experiences with livestream selling(Tmall Live and Kuaishou),and either choose to double-down or pull out completely.BiliBili continues to hold the promise of being the next Douyin or RED,and so,attracts a lot of speculative interest,as a

76、 channel that we might invest in,to see if we can hit a homerun next year.As ecommerce mainstays,Tmall and JD attract persistent investments.But these more traditional ecommerce channels are playing second fiddle to social commerce solutions which hold greater promise.Brands will also increasingly b

77、e looking into how they can invest into Pinduoduo in 2024.While not traditionally a channel for branded shops,Pinduoduo momentum suggests that it will attract a lot of attention from brands.Source:Totem Media 2024 China Brands Survey n=90INVESTMENTS IN KEY CHANNELSWeChatTmallREDDouyinTmall LiveWeibo

78、JDBiliBiliKuaishouZhihu14%16%24%49%27%67%88%89%69%76%12%20%26%32%35%38%61%63%84%88%20232024VERY CONFIDENT THE CHANNEL WILL PLAY A KEY ROLE IN MARKETING PLAYBOOK -THREE YEARS FROM NOWRED AND DOUYIN VAULT INTO LEADRED and Douyin have made massive jumps in the rankings over the past couple of years and

79、,with this years survey find themselves in the leading positions,ahead of perennial favorites WeChat and Tmall.The top channels all have considerable“staying power”and are viewed as safe investments,where an investment in building critical scale today will not be lost in the next three years.Confide

80、nce in the top(most mature)channels remains mostly unchanged from previous surveys.Newer channels highlighted by survey participants headed into 2024 include;Pinduoduo,Dewu(Poizon)and ReelShorts.Pinduoduo is very likely to become a core channel for branded shops in the coming year.The dramatic rise

81、of Pinduoduo necessitates brand solutions.Note about this survey;brands tend to vote in favor of channels where large investments have already been made.For channels like Weibo that did not have large investments in 2022,there is a corresponding drop in confidence from brands.As investment levels co

82、ntinue to drop in 2023,Weibo may fall further out of the spotlight.Source:Totem Media Brand Survey(2023 n=82),(2024 n=90)BRANDS MUST DEVELOP STRATEGIES TO BALANCE FOUNDATIONAL CHANNELS WITH EMERGING,EXPERIMENTAL ONES.Insight:While there are new channels emerging,brands need to pick their spots and n

83、ot attempt to maintain too many channels concurrently.Having too many channels in operation can be a drag on resources and the quality of audience engagement.Very few brands are executing multiple channels well,with high quality content and operations.EARLY ADOPTERSSmall user base,deep involvement f

84、rom creators.LATE MASSLATE PASSIVEHit maximum potential in terms of audience#s.Engagement%static.EARLY MASSVery quickly growing audience,strong engagement.Very low active engagement.Audience#s in decline.60%25%10%5%EXPERIMENTAL(BETS ON BIG WINS)HIGH GROWTH(ACQUISITION)CORE CHANNEL(LONG TERM ENGAGEME

85、NT)AUDIENCE SCALEPORTFOLIOMEDIA PORTFOLIO PLANNINGNEW&NICHEKUAISHOUBILIBILIDOUYINREDPDDTMALLWECHATZHIHUSEE THE FULL REPORTTOTEMLink to the complete 122 page report or scan the QR code to Totems Website.CONTACT US Email: TOTEMMARKETING INSIGHTS Totem has a mission to support and provide the insights

86、that C-Level marketers need in planning the growth of their brands,in China,Asia and Globally.As such,Totem has created a wide set of reports about the key issues being encountered at the leading edges of marketing.The 70+reports created by Totem have been viewed over a million times by global marke

87、ting leaders.Totem reports cover topics on the frontlines of digital innovation,offering in-depth insight into the future of marketing,including;China and Asia trends,global DTC strategies,new market analyses and AI for brands.TOTEMDETAILED DATA AND DETAILS ON THE ECOMMERCE AND SOCIAL MEDIA LANDSCAP

88、E ACROSS ASIA.PERSPECTIVES ON REGIONAL GROWTH.INSIGHTS,ANALYSIS AND GROWTH FRAMEWORKS FOR DIRECT-TO-CONSUMER BRANDS-WITH GLOBAL AND U.S.FOCUS PLANNING AND GROWTH FRAMEWORKS FOR BRAND SUCCESS IN CHINA.RANKING OF CHINAS TOP CONSUMER,RETAIL BRANDS GROWING ONTO THE WORLD STAGE.INSIGHTS ON IF/HOW THEY AR

89、E SUCCEEDING.OUR WORK AT TOTEMEmail: LESTER NGBRAND STRATEGY-ASIACHLOE JIANGINSIGHTS&PLANNING-CHINACHRIS BAKERBUSINESS STRATEGY-GLOBALDAVE WONGBRAND CREATIVE-ASIARON WARDLEBUSINESS ADVISORY-ASIAPAIGE NICREATIVE(ART/DESIGN)GARFIELD WANGSTRATEGY-CHINA/GLOBALKAREN LEEBRAND PLANNING-CHINASUMMER FENGINSI

90、GHTS&PLANNING-ASIAJANE LANINSIGHTS&PLANNING-CHINATotem works with a range of brands in Asia,China and Globally.Projects for our clients address critical marketing and growth issues including;-Brand strategy,positioning,category design-Market and competitive intelligence,data insights&analytics -Audi

91、ence research,targeting,and growth planning-Social and digital channel management,content and campaigns-Influencers and media planning/placements -Channel strategies,audits,digital capabilities/innovation Totems clients range across industries,including;retail,fashion,beauty,travel,entertainment and finance.TOTEM