Totem：2024中国品牌领导者调查报告（英文版）（30页）.pdf

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