发布于

Daily Views in May 2024

May 31

  1. 2024年Q1，奢侈品网络广告投入指数环比+23.0%，达9.9亿；美妆香水类奢侈品占行业72.5%的投放份额；全屏广告以49.5%的投入指数占比位居第一； 社区网站、视频网站广告投放创意组数大幅领先于其他媒体；小红书KFS内容营销组合策略。
  2. 从2020年到2023年，HOKA连续四年全年销售额增长超过50%；2023年财报On昂跑业绩一路狂飙，亚太地区增长高达75.9%，而在亚玛芬体育发布的2024财年第一季度财报中，Salomon领涨亚太和大中华区的营收同比增长6%至4亿美元。
  3. 2023年11月，云南咖啡生豆产量约5万吨，同比增长1.79%，市场综合平均价27.4元/公斤，同比上涨12.8%。同年12月，云南咖啡的产量约4.5万吨，同比增长9.4%，生豆市场综合平均价30.1元/公斤，同比上涨27%。
  4. 云南精品咖啡率从2021年的8%提升到2023年的22.7%、咖啡精深加工率从20%提升到56%
  5. 2023年淘宝、天猫、抖音平台假睫毛市场规模达到28.4亿元，同比增长111.5%，假睫毛品类的讨论声量也持续增长，2023年声量高达139.4万条，同比增长88.1%？

继续阅读“Daily Views in May 2024”

发布于

English Entries in early May

5.10
Beyond bubble tea

One of my friends once asked me about bubble tea in Shanghai. She had never visited China before and wanted to know how popular bubble tea was here.

After explaining the domestic bubble tea market, I told her that there was a more prevalent practice of enjoying tea here: brewing tea themselves.

Many adults in China have more than one tea set. Maybe it’s a full set with different functional parts or just a simple cup.

Why isn’t this way of enjoying tea as popular as bubble tea outside China? I think it’s because the taste of it depends on too many things.

To brew a good cup of tea, you need to have quality tea leaves, use water at the optimal temperature, and pour it at the precise moment. The timing of drinking is also crucial.

It’s hard to make it into a standard product that can be sold. 继续阅读“English Entries in early May”

发布于

English Entries in late April

4.30
A Chinese animated film

I want to recommend an animated film released last year. Its official English title is Nobody, but the direct translation of its Chinese name is Summer of a Little Monster.

The story is quite simple, developed from a famous Chinese novel called “Journey to the West”. It’s about a low-level monster finding out the dirty secret of high-level, trying to identify right from wrong, trying to save but being saved by the Monk Tang’s group.

I love it so much! Probably because “Journey to the West” has been one of my favorite novels since I was a kid, and the art style is just like the cartoon books I had read before.

It was released with English subtitles, so maybe most of you guys can follow the story.

You can watch it here for free: https://www.bilibili.com/bangumi/play/ep706666

继续阅读“English Entries in late April”

发布于

Daily Views in Apr. 2024

April 26

  1. 今年一季度，抖音美妆再创新高，整体GMV超486亿，同比增速超42%。但品牌的普遍感受是：高投入无法获得超出预期的回报，而缩小投入会把品牌置于更危险的境地。就像是跳进了一个流量的漩涡，没有办法主动喊停。
  2. 线上品牌走入线下的两大课题依然是：控价和窜货、一定level的服务，及“先解决3米的问题——消费者愿不愿意靠近；再解决1米的问题——能不能逛到这个柜台；最后解决0米的问题——愿不愿意试用。”
  3. 2022年小红书上与始祖鸟有关的笔记，同比增长超1200%，搜索量翻了7倍多
  4. 抖音#骆驼冲锋衣 话题播放量达27.4亿次；小红书上，有关迪卡侬的笔记数量达到了10万+
  5. 《小红书2024宠物行业洞察报告》：
    1）在小红书种草后，89%的消费者转向电商平台进行购买，41%的用户转到线下进行购买，一个月内的全域转化率高达91%。
    2）63%的养宠新手每周都会在小红书分享宠物相关内容？
    3）【萌宠囤货人】以二线高收入女性为主，23%的用户习惯囤货型购买，其中月均花费在2000元以上的人群占比达29%？
    4）趋势1：科学养宠-宠物主均“研究生”；趋势2：专宠专用-从大而全过渡到小而美；趋势2：专宠专用-从大而全过渡到小而美

继续阅读“Daily Views in Apr. 2024”