Totem：2026年中国市场营销及媒体趋势报告（英文版）（74页）.pdf

1、2026CHINA MARKETING&MEDIA TRENDS11 ANNUAL SURVEY&REPORTTH2026 BRAND MARKETING&MEDIA PLANNING OUTLOOK The past several years have reshaped what“normal”looks like in China.After a long stretch of exuberance,Chinas consumer economy has entered a period defined not by acceleration,but by endurance.As br

2、ands and consumers move into 2026,the prevailing mood is one of acceptance:slower growth is the new paradigm,and the market is recalibrating accordingly.While headline indicators appear stable,beneath the surface Chinas retail environment remains sticky,selective and highly competitive,shaped by cau

3、tious sentiment and a structural overhang from real estate and private-sector uncertainty.Our 2026 Brand Survey confirms this tension.Optimism remains muted,yet slightly improved from 2025,with a small cohort of well-positioned brandsthose aligned with cultural tailwindsseeing outsized opportunity.M

4、ost others continue to face soft demand,persistent price pressure,and rising marketing costs.The result is a K-shaped market,where winners accelerate,and weaker players fall further behind.In this context,involution continues to grind margins lower,forcing brands to rethink pricing,positioning and p

5、roduct strategies at a fundamental level.Consumers,meanwhile,are navigating a new emotional landscape.Trading down,trading out and value-seeking have become the norm,while experiences increasingly outperform products.Chinas“feel-good”economymarked by comfort purchases,nostalgia,small treats,toys and

6、 the explosive rise of gelatoremains strong.At the same time,structural behavioral shifts are unfolding:athleisure and sportswear are overtaking flashy luxury,and experience-led spendingfrom travel to fitness to personal growthis pulling ahead of purely material consumption.In marketing,brands are w