2024中国营销趋势研究报告.pdf

An R3 ReportThe Tenth Edition 第十版2024 China agency Scope 中国营销趋势研究IntroductionAGENCY SCOPE is a biennial study on trends within marketer-agency relaticnships and the perception and image of agencies.The primary value of AGENCY SCOPE is to provide subscribing agencies with first-hand information on the needs of their clients.The report gives them a unique tool with which to improve and provide new services.It covers trends in the communications and marketing sector,and more specifically,the perception and image of their agency in comparison to all other agencies Chinese marketers work with.Our Universe of analysis is comprised of the highest-level decision-makers in marketing,communication(IMC,field marketing,digital,and social)and media agencies,from the largest-and most important-marketers in China.To qualify for this survey,participants must be involved in the decision-making process for selecting and approving their agencies work.Each year,we gather opinions from more than 2,500 marketer interviews.AGENCY SCOPE China 2023/2024 is the 10th edition of a study that is also conducted in 11 other markets(Spain,Portugal,United Kingdom,Argentina,Brazil,Chile,Colombia,Mexico,South Africa,India and Singapore).This enables us to include global benchmarks in some key indicators.In this edition,we interviewed professionals from 242 different companies in China,with 837 client-agency relationships analyzed.营销趋势研究是一项两年一度的趋势研究，旨在通过了解市场主-代理商关系进一步了解代理商的最新市场看法及定位。营销趋势研究的主要价值是向订阅代理商提供关于其客户需求的第一手信息。该研究作为一项独特的工具能够帮助代理商改进和提供新的服务。因为报告涵盖了营销传播的主要发现及市场趋势，展现了市场主对代理商的看法并能够与其竞争对手进行比较。我们的大数据来源于中国领先品牌负责营销传播(整合营销，数字营销、线下营销)和媒介的资深决策人员。每位受访者必须参与选择代理商或与代理商有直接合作接触。每年，我们在全球范围内将采集收录2,500位以上的市场主意见与反馈。2023/24中国营销趋势研究是在中国发表的第十版。类似的调研也在全球范围内的其他11个市场同步开展(包括西班牙、葡萄牙、英国、阿根廷、巴西、智利、哥伦比亚、墨西哥、南非、印度、新加坡),因此在一些关键指标上，我们能够与一些国外市场基准进行比较。此次在中国开展的调研中，我们共采集到了来自242家中国/跨国企业的品牌主意见与反馈，并分析837个市场主-代理商合作关系。ShuFen GohPrincipal,R3吴 淑 芬胜 三 总 裁万 盛 安总裁/首席行政官Cesar VacchianoCEO,SCOPEN3CHINA AGENCY SCOPE 2024Introduction323 individuals working in 242 client companies where 837 client-agency relationships were analyzed(IMC,Retail Marketing,and Media).These individuals work in the marketing departments of client companies.在242家公司工作的323位受访客户，分析了837个客户-代理商关系(包括整合营销、线下营销和媒介代理商)。受访者皆在品牌方的营销相关部门工作。methodologySample样本Managers who are responsible for marketing,communications,digital,and media in China.Their company must be currently working with at least onecommunication or media agency.Participating professionals must have been involved in the decision-making process for selecting agencies and approving the work of their agencies.They must also have interacted with communication-media agencies on an ongoing basis.In addition to R3-SCOPENs databases,leading agencies in China were asked for a list of their most important clients,who collectively were approached by our interviewers.在中国负责市场营销、数字传播和媒介的管理人员。受访人员所在的公司就现阶段，必须至少与一家在中国的营销传播或媒介代理商处于合作关系中。每家公司的受访人员，必须能够直接参与挑选以及评估代理商的工作。同时，他们必须持续性的处理与营销传播或媒介代理商相关的选择与评估。除了R3-SCOPEN自有的数据库之外，国内领先的代理商也提供了他们的主要客户名单，以确保更多资深市场主参与本次访谈与研究。DATA Universe 分析数据来源20222024Marketing Professionals Interviewed 受访客户396323Working with Communication Agencies 受访客户参与营销传播代理商评估人数332255Working with IMC Agencies受访客户参与整合营销代理商评估人数264212Working with Activation Agencies在线下营销服务代理商合作4548Working with Digital&Social Agencies受访客户参与数字营销代理商评估人数194-Working with Media Agencies受访客户参与媒介代理商评估人数189165Client-Agencies Relationships Analysed客户与代理商关系分析891837Communication Agencies 受访客户参与营销传播代理商评估人数670627IMC Agencies受访客户参与整合营销代理商评估人数447426Working with Activation Agencies在线下营销服务代理商合作5474Digital&Social Agencies受访客户参与数字营销代理商评估人数258-Media Agencies受访客户参与媒介代理商评估人数221210technical data 研究数据A total of 323 Professionals Interviewed*DIGITAL&SOCIAL AGENCIES are been evaluated as IMC AGENCIES in 2024*2024年，数字营销代理商被包含在整合营销代理商中进行评估共访谈了323位市场主DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES4Questionnaire问卷Type of Interview访谈形式DATE of FIELDWORK调研阶段Semi-structured questionnaire with further open-ended questions was used to allow interviewees to provide in-depth opinions.All quotes referring to each subscribing agency are included in Individual and Confidential reports prepared for that specific agency.Face-to-face(F2F)video call interviews through a CAWI system(Computer Aided Web Interview).The average duration the interviews was 60 minutes.Interviews were conducted from August to November 2023.半结构式的问卷与开放式的问题,引导受访者提供更深入的意见。所有涉及到关于订阅代理商的引述,都包含在为订阅代理商定制的机密性报告中。通过 CAWI 系统（计算机辅助网络访谈）进行的面对面（F2F）视频通话访谈（70%）和电话访谈（30%）。访谈时间平均为 60 分钟。2023年8月至11月Agency Scope Is Currently Developed In 12 Countries营销趋势研究在全球12个国家中展开调研CountryArgentinaBrazilChileColombiaMexicoSpainPortugalUKChinaIndiaSingaporeSouthAfricaLatest Edition2023/242022/232023/242022/232023/242022/232023/242021/222023/242021/222009/102023/242009201219992006201320092005201119782008200320135CHINA AGENCY SCOPE 2024respondents by job function&role参与访谈的市场主职能分布Gender 性别20222024Male 男36.633.4Female 女63.466.6Role 职责20222024Director Above 总监级别或以上44.444.2Middle Management 非总监级别55.655.8City 受访者地区分布20222024Shanghai 上海51.057.1Beijing 北京18.415.3Guangdong广东18.26.3Other Cities in China其他城市11.921.1Other Countries 其他城市0.5-Type of Company 公司类型20222024Chinese Multinational Business/Brand本土跨国企业18.47.5Foreign Multinational 外资国际企业68.474.4Local Business/Brand国内本土企业13.117.9State Owned国营单位-0.3Tenure(Average Years)任期（平均年数）20222024Current Position 当前职位5.66.7Current Company 在该公司任职3.65.7Position 性别20222024President,CEO,GM 总裁，首席执行官，总经理5.64.9Marketing Director/Marketing Manager市场总监,市场经理23.514.9Brand Director/Manager 品牌总监,品牌经理36.615.3Communications Director传播总监1.86.8Media Director 媒介总监12.45.8Digital Director/Manager数字营销总监/数字营销经理5.829.2Trade Marketing Director市场渠道营销总监3.08.4Procurement Director采购总监-10.1New Business Director/Sales Director业务拓展总监/销售总监4.00.3Other*其他7.34.3*Other 其它 Operations Director 业务主任(0.6),Strategic Planning Director 战略规划主任(0.3),BTL Director 线下营销服务主任(0.3)and Other 和“其他”(3.1).Note:Marketing Professionals interviewed in 2022(396)and 2024(323).Prompted and Spontaneous Questions.Data in Percentages(%)and Averages(Years).Respondents were drawn from a cross section of job functions and roles to ensure balance.44.2%operate at the Director level,with 55.8%defining their role as Marketing Director/Manager.我们邀请了众多职能和职位各异的受访者，以确保研究样本的平衡，中立与完整。44.2%的受访者为总监或以上级别，55.8%的受访者为非总监级别。Sample profile访谈概况Interviewee Particulars 受访者信DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES6respondents by industry参与访谈的市场主行业分布Sector 行业种类20222024FMCG48.045.1Fast Moving Consumer Goods 快销品19.213.6Beverages饮料10.612.3Beauty,Cosmetics&Personal Care美容，化妆品，个人护理8.312.3Household Products家居用品2.00.6Healthcare/Pharmaceutical保健/药品7.86.2Durable Goods19.828.2Household Furnishings&Appliances家用家具，电器4.54.5Automotive汽车7.811.4Jewellery&Watches珠宝/手表1.55.5Retail/Apparel零售/服装4.53.6Sporting Goods体育用品0.51.6Office Furniture&Supply办公设备，办公家具及办公用品1.01.6Sector 行业种类20222024Services25.325.6Finance&Insurance金融/保险2.51.6Telecoms电信10.92.9Public&Private Services公共和私人服务0.54.5Travel/Tourism旅游2.82.3Restaurants餐厅0.50.6Energy/Fuels&Oils燃油及润滑油1.51.9Building Materials&Farming建筑材料，机械，农用设备1.86.2Culture,Education&Media文化，学校，娱乐及媒体4.84.2Property/Real Estate房地产-1.3Other6.81.1Note:Marketing Professionals interviewed in 2022(396)and 2024(323).Prompted and Spontaneous Questions.Data in Percentages(%)and Averages(Years).FMCG represents the largest percentage of survey respondents(45.1%).Chinas automotive industry has returned to growth after a period of budget restrictions following a slowing market.The focus is now on improving marketing efficiency so that marketing professionals can direct their energies to strategic planning for the future;hence an increase to 11.4%.快消品品牌仍为需要大量使用外部合伙伴的行业，占本次受访总量45.1%。汽车行业在经历了过去几年预算收紧，工作范畴的内缩后，最终仍是将大部分的营销产出交还于合作伙伴手中，希望借此提高产出效率，供营销专职人员专注于战略规划，以抢占激烈市场。因此在本次受访谈人员中，数量占比上升至11.4%。Sample profile访谈概况Interviewee Particulars 受访者信7CHINA AGENCY SCOPE 2024323 professionals,working in 242 companies/brands,were interviewed,43%agreed to appear as participants参与企业（323位市场主受访，来自242家受访公司/品牌，43%市场主同意公开展现 Logo）Participating Companies受访公司DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES8123410 Key Findings十大主要洞察Best-in-Class agency model is most preferred专项代理商协同合作仍为主流代理商模型A focus on short-term performance prevents deep relationships对于短期表现的侧重，深深影响着长期合作关系的建立Clients want agencies to make them smarter客户寄期望于代理商，赋能品牌最前沿的科技与营销实例Greater value placedon strategy策略的价值更甚以往In China,marketers work with an average of 12 partners to solve their diverse and specialized communication needs.This has been a consistent finding since the first edition of AGENCY SCOPE in China.IMC(3.7)and Activation Agencies(3.1)are the most common and numerous agencies engaged by individual brands.在中国，营销人员平均要与 12 家代理公司合作，以满足其多样化和专业化的传播需求。这延续了中国营销趋势研究自在中国推出第一版以来的一贯结论。其中，品牌最常用的，数量最多的合作伙伴关系为整合营销代理商（3.7 家）和线下营销服务代理商（3.1 家）。Client-agency relationships in China tend to be of shorter tenure and more project-based.This is both a challenge for clients trying to consolidate,as well as for agencies securing and driving growth.在中国，客户与代理公司之间的关系往往持续时间较短，且更多以项目为基础。这既是客户试图巩固关系的挑战，也是代理公司确保和推动业务增长的挑战。The most effective way for agencies to increase visibility and connect with potential clients is to tap into marketers desire to be in-the-know.This can be sharing thought leadership through reports,on in-person.对于代理公司来说，提高知名度并与潜在客户建立联系的最有效方法就是借助营销人员对新事物新环境新技术的渴求。通过面对面的分享，定期报告、案例分享以建立联系，满足以上需求。We asked marketers what type of agency they would prefer to work with to solve their creative needs.70.0%(74.2%in 2022)of respondents stated they would prefer to work with specialised agencies across different disciplines.26.4%(13.63%in 2022)stated they would prefer to work with an IMC agency.The slight shift away towards IMC agencies is a reflection that clients are focusing more on Strategic Planning and Digital Strategy,and are attracted to agencies that demonstrate full-funnel thinking.我们询问营销人员更愿意与哪种类型的代理商公司合作，以解决他们的创意需求。70.0%（2022 年为 74.2%）的受访者表示，他们更愿意与不同领域的专业代理商合作。26.4%（2022 年为 13.63%）的受访者表示他们更愿意与整合营销代理商合作。受访者略微倾向于整合营销代理商，这反映出客户更加关注战略规划和数字战略，并被能够展现全渠道思维的代理商所吸引。The R3-SCOPEN 2024 AGENCY SCOPE study provides an in-depth look at Chinas advertising industry,exploring trends in client-agency partnerships,selection,and remuneration.In the following pages we highlight 10 key findings that provide an overview of how the landscape is changing.Also included are best practice recommendations to help marketers and their agencies leverage these trends.R3-SCOPEN 2024 营销趋势研究对中国传播行业进行了深入观察，探索了客户与代理商合作伙伴关系，代理商甄选标准和费用方面的趋势。在接下来的几页中，我们重点展开了10个主要发现，这些发现概述了营销与合作趋势的变化，也提供了相应的最佳实践建议，以帮助营销人员及其代理商更有效地利用这些趋势。9CHINA AGENCY SCOPE 202456789Marketers are impressed by local breakthrough work与备受赞誉的本土品牌合作的经验很重要There is no replacement for the fundamentals核心工作的重要性与无可替代性Clients tend to be detractors,not promoters永远有更高期待，难以满足的市场主Proving performance to justify investment亟需可供衡量的实际表现以证明投资有效性Marketing complexity and competitiveness have raised client expectations市场的复杂性和竞争性侧面提高了客户预期Local Chinese consumer knowledge remains a key criteria when selecting an agency.Working for successful local brands like Luckin Coffee,Hey Tea,and Manner Coffee,makes a difference.对中国消费者的了解仍然是选择广告公司的关键标准，广告主重视并推崇与瑞幸咖啡、喜茶和 Manner Coffee 等本土品牌的合作。Creativity,Innovation,Knowledge(market,clients,brands,trends),Good Professional Team,ROI,and Strategic Planning are the fundamental pillars on which day-to-day work is built.They are also determinant or important factors in agency selection.创意-创新、知识（市场、客户、品牌、趋势.）、优秀的专业团队、投资回报率和战略规划是日常工作的基本支柱，也是选择代理商时的”决定性或重要”因素。Even though NPS(Net Promoter Score)has increased in the last two years,the number of detractors remains higher than promoters,confirming that China clients are hard to satisfy.尽管NPS（净推荐指数）在过去两年有所上升，但不满者的数量仍然高于拥护者，这证明中国客户很难让人满意。Strengthening brand positioning,driving ROI,and protecting marketing budgets are the main challenges for China marketers.进一步加强品牌定位（在疫情期间大多都失去了品牌定位）、实现更高的投资回报率以及克服营销投资下降的问题，仍是营销人员面临的主要挑战。Helping clients stand out in saturated market in a way that strengthens brand positioning,consideration and audience connection,is key to retaining and winning new accounts for agencies.通过强化品牌定位、品牌考虑度和与受众的联系，帮助市场主及其负责的品牌在饱和的市场中脱颖而出，这是代理商维系现有与赢得新合作关系的关键。Agencies need to offer more value-added services,alliances,and collaborations to differentiate themselves and help clients cut through a challenge market.代理商需要提供更多的增值服务、联盟和合作，如联合品牌合作，以实现差异化，帮助客户在市场中脱颖而出。10Marketers look to creativity to break through clutter以创意来突破杂乱无章的竞争环境DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES10Finding 1Best-in-Class agency model is most preferred专项代理商协同合作仍为主流代理商模型Structure of Companies(Marketers)公司架构12 different agencies to solve marketers needs(in marketing communication/media)平均有12 个不同的外部合作伙伴解决营销人员传播需求(涵盖营销，媒介等多方面)In China,marketers work with an average of 12 partners to solve their diverse and specialized communication needs.This has been a consistent finding since the first edition of AGENCY SCOPE in China.IMC(3.7)and Activation Agencies(3.1)are the most common and numerous agencies engaged by individual brands.在中国，营销人员平均要与 12 家代理公司合作，以满足其多样化和专业化的传播需求。这延续了中国营销趋势研究自在中国推出第一版以来的一贯结论。其中，品牌最常用的，数量最多的合作伙伴关系为整合营销代理商（3.7 家）和线下营销服务代理商（3.1 家）。Note:Marketing Professionals interviewed in 2022(377)and 2024(305).Spontaneous Questions.Data in average of number of partners.3.91.81.81.73.5IMC AgenciesActivationAgenciesMedia AgenciesPR AgenciesOtherAgencies整合营销代理商线下营销服务代理商媒介代理商公关代理商其他代理商/合作伙伴12.7Partners/Agencies合作伙伴/代理商20223.11.81.42.23.7IMC AgenciesActivationAgenciesMedia AgenciesPR AgenciesOtherAgencies整合营销代理商线下营销服务代理商媒介代理商公关代理商其他代理商/合作伙伴12.2Partners/Agencies合作伙伴/代理商202411CHINA AGENCY SCOPE 2024Structure of Companies(Marketers)公司架构Finding 2Greater value placed on strategy策略的价值更甚以往Integration vs.Specialisation 整合营销代理商 vs.专项代理商We asked marketers what type of agency they would prefer to work with to solve their creative needs.70.0%(74.2%in 2022)of respondents stated they would prefer to work with specialised agencies across different disciplines.26.4%(13.63%in 2022)stated they would prefer to work with an IMC agency.The slight shift away towards IMC agencies is a reflection that clients are focusing more on Strategic Planning and Digital Strategy,and are attracted to agencies that demonstrate full-funnel thinking.我们询问营销人员更愿意与哪种类型的代理商公司合作，以解决他们的创意需求。70.0%（2022 年为 74.2%）的受访者表示，他们更愿意与不同领域的专业代理商合作。26.4%（2022 年为 13.63%）的受访者表示他们更愿意与整合营销代理商合作。受访者略微倾向于整合营销代理商，这反映出客户更加关注战略规划和数字战略，并被能够展现全渠道思维的代理商所吸引。Note:Marketing Professionals interviewed in 2022(198)and 2024(277).Prompted Questions.Data in Percentages(%).An IMC agency that solves all your communication needs 一家整合营销代理商满足公司所有的传播需求 Specialised agencies in each discipline(I look for specialists)专项代理商满足公司的单一需求Both types of agencies同时与两类代理商合作DK/NA不知道/无答案What is your current working model with your agency partners?您与现有代理商之间的合作模式是怎样的 An IMC agency that solves all your communication needs 一家整合营销代理商满足公司所有的传播需求 Specialised agencies in each discipline(I look for specialists)专项代理商满足公司的单一需求Both types of agencies同时与两类代理商合作DK/NA不知道/无答案1.419.