market survey report
Online International Business News Nielsen Media Research recently released a research report saying that local brands are leading the Chinese advertising market, and their advertising investment in TV and print media far exceeds that of foreign consumer goods giants.
In terms of advertising expenditure in the Chinese market, Chinese brands occupy 8 seats in the top 10. Five years ago, the trend gradually emerged, and local companies began to invest heavily in marketing and promotion.
Olay, one of P&G's skin care brands, ranks first in the advertising expenditure list in China, with a total investment of RMB 1.6 billion. Another foreign brand on the list is P&G's Feirou shampoo, ranking 10th.
According to the survey, however, the other brands in the rankings are Chinese brands, such as the melatonin of Qingdao Jiante Biological Investment Holdings Co., Ltd., which had an advertising expenditure of RMB 1.5 billion last year. China Mobile, the main mobile phone operator in China, ranked 5th with an advertising expenditure of RMB 1.3 billion.
The survey did not include other forms of advertising such as point-of-sale promotions and outdoor billboards, nor did it take into account the discounts advertisers received from media companies on a regular basis.
Experts say that many foreign companies are more focused on advertising. Many of their success comes from the focus on market segments.
However, he pointed out that many local brands operate well because domestic brands have a wider distribution network than foreign companies. Domestic brands have invested heavily in advertising because it is trying to shift its products from distribution-led to brand-led.
The large amount of advertising expenditures of Chinese companies is affecting the business strategy of foreign advertising companies. Foreign-funded advertising companies are also looking forward to gaining a share of China's fast-growing consumer market. Most foreign-invested advertising companies still have more international customers than local Chinese customers, which means they have not yet taken full advantage of the spending of some local companies. According to Nielsen Media Research, the last time foreign brands dominated the Chinese TV and print media market was during 1998.
According to Nielsen, the entire Chinese advertising market is worth more than $10 billion, and the market grew by 35% in the first eight months of this year.
In terms of advertising expenditure in the Chinese market, Chinese brands occupy 8 seats in the top 10. Five years ago, the trend gradually emerged, and local companies began to invest heavily in marketing and promotion.
Olay, one of P&G's skin care brands, ranks first in the advertising expenditure list in China, with a total investment of RMB 1.6 billion. Another foreign brand on the list is P&G's Feirou shampoo, ranking 10th.
According to the survey, however, the other brands in the rankings are Chinese brands, such as the melatonin of Qingdao Jiante Biological Investment Holdings Co., Ltd., which had an advertising expenditure of RMB 1.5 billion last year. China Mobile, the main mobile phone operator in China, ranked 5th with an advertising expenditure of RMB 1.3 billion.
The survey did not include other forms of advertising such as point-of-sale promotions and outdoor billboards, nor did it take into account the discounts advertisers received from media companies on a regular basis.
Experts say that many foreign companies are more focused on advertising. Many of their success comes from the focus on market segments.
However, he pointed out that many local brands operate well because domestic brands have a wider distribution network than foreign companies. Domestic brands have invested heavily in advertising because it is trying to shift its products from distribution-led to brand-led.
The large amount of advertising expenditures of Chinese companies is affecting the business strategy of foreign advertising companies. Foreign-funded advertising companies are also looking forward to gaining a share of China's fast-growing consumer market. Most foreign-invested advertising companies still have more international customers than local Chinese customers, which means they have not yet taken full advantage of the spending of some local companies. According to Nielsen Media Research, the last time foreign brands dominated the Chinese TV and print media market was during 1998.
According to Nielsen, the entire Chinese advertising market is worth more than $10 billion, and the market grew by 35% in the first eight months of this year.
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