【动向】2024年的十个营销趋势

随着2023年疫情的结束，全球经济并没有迎来期待中的反弹，反而显现出更加复杂和充满挑战的景象。国际货币基金组织（IMF）在最新的《世界经济展望报告》中预测，全球经济增速从2022年的3.5%放缓至2023年的3.0%，低于2000至2019年间的3.8%历史平均水平，并预计2024年将进一步下降至2.9%。

Charles Schwab的分析，2024年全球经济可能会呈现出渐进的U形复苏，与2008-09年和2020年的V形复苏不同。这意味着未来的经济可能会步入低增长时代。

2023年，许多人期待的报复性消费并未出现，相反，我们见证了所谓的“反向消费”，消费降级现象更加明显。

当然也有好消息，ChatGPT引领的AI潮流正在改变我们的工作和生活。《柯林斯词典》评选出英国2023年度词汇是“AI”，AI也许会带领人们迈入下一次科技革命。

在低增长时代，营销的主题不再是扩张，而是收缩，以及更加精细和审慎，AIGC的发展当然是好事，但对于营销行业来讲，他可能更意味着降本增效。

以下是我总结的2023年营销趋势。

一、反向消费持续，产业带品牌走向前台

citywalk、特种兵旅行、反向消费、军大衣走红，2023年这些热搜体现了消费者消费行为的显著特点——用最少的钱买最有性价比的商品和服务。 CXO UNION-CXO联盟（cxounion.cn）

今年9月，李佳琦一句“哪里贵了”让不少人破防，他们发现在挣钱越来越难的今天，完全没有必要花几倍的价钱去购买溢价几倍的商品，理性购买性价比高的商品才是正确的选择。随后，“79元买五斤半的蜂花”、“5.9元粉底液”、“6块买7根眉笔“等话题层出不群，更加夯实了人们对于理性消费的思考。

近几年，观察这种反向消费的方式会发现一个问题，越来越多的人开始炫耀自己怎么省钱，怎么花最少的钱买最值的商品，而不是像以前那样炫耀自己买到了更贵的商品。这可能意味着存在了几十年的炫耀性消费逐渐走向终局。

反向消费趋势的一个直接后果是产业带商品兴起。这些品牌通常没有显著的品牌标识，但质量尚可且性价比高，甚至有些不逊于知名品牌。随着电商平台如阿里巴巴和拼多多的推广，以及直播营销的普及，这些产业带商品越来越受到消费者的青睐。

比如河南许昌的假发、河北白沟的箱包、河北南和的宠物食品等，这些产品通常源自特定的生产区域，以其高性价比和满足基本需求的特点，逐渐成为市场上的新宠。

这种趋势还预示着消费者对品牌忠诚度的变化，在经济压力和生活成本上升的背景下，消费者更倾向于寻找那些能提供高性价比和质量保证的产品，而不是仅仅追求品牌效应。这一转变对于品牌营销策略构成了新的挑战。

二、新消费转型，老消费反击

市场的变化总是让人捉摸不定，似乎昨天大家还在谈论消费升级，将购买高品质、包装精美、外观亮眼的品牌视为身份的象征。今天就一下子开始适应消费降级，提倡反向消费了，而近几年中国诞生的所谓新消费品牌，在这样的处境下显得极为尴尬。

钟薛高在今年10月被爆料欠薪，引发了不少人的担忧，而在去年“雪糕刺客”的名号已经让其品牌和销售都受到了影响。 CXO UNION-CXO联盟（cxounion.cn）

喜茶和奈雪的茶早就进行了一轮大降价，但消费者却还是说喜茶、奈雪不香了，因为蜜雪冰城的饮品更有性价比。

花西子79元眉笔被网友抱怨太贵，因而涌向了老国货品牌的直播间，他们说79元可以买到5斤半的蜂花护发素；可以买到郁美净的4罐儿童霜……

元气森林今年的声量和赞许也不如往年高了，其最新的消息是内部换将、改架构。

本以为新消费品牌们要让现存市场洗牌，到头来却发现，姜还是老的辣，即便是新消费头部品牌们，在面对老消费品牌时，也没有占到一点便宜。

东方树叶今年的零售规模可能会达100亿，这让元气森林倒吸一口气；很多人不买花西子而是去直播间买老国货；即便在当年最火爆的时候，钟薛高的销售也没有占到市场的1%，雪糕依然是伊利、和路雪、蒙牛、雀巢四大品牌的天下。

性价比不高的新国货们，在老国货的反击下，开始阵地不稳，创立时间不长的新国货发现，当消费升级的外衣被脱下后，它们的产品、价格、渠道面对老国货，完全没有优势。

接下来几年，将是新消费品牌们的转型期，以及和老消费品牌们的混战期。

三、品牌追求“抠门营销”

近几年，做市场营销的人都有一个感触：能够刷屏和出圈的营销案例越来越少。这种变化背后的本质原因是信息碎片化和市场上内容的饱和。 CXO UNION-CXO联盟（cxounion.cn）

消费者的注意力被越来越多的信息所分散，他们对于TVC这类传统的大型创意作品的关注度逐渐降低。同时，市场上已经充斥着大量新奇、有趣的内容，使得品牌很难创造出更新奇、更能吸引消费者注意的内容。

2023年刷屏的是酱香拿铁，Fnedi、喜茶的跨界合作，它们本质上是一种小投入的营销，它们利用跨界激发消费者的好奇心，从而提升曝光度和消费者的讨论。跨界营销越来越多，也是“抠门营销”的一种表现。

在这样的背景下，品牌的营销策略也开始逐渐转变，适应“抠门式”消费的趋势。首先，品牌在制作TVC这类大创意作品时变得更加审慎。在当前的市场环境下，这类大投入的营销活动不再像以往那样能够轻易吸引消费者的注意力，很多品牌开始把以往做TVC几百万的预算，拆分成多个几十个预算，找达人做内容和投放。

其次，品牌更加注重投入产出比。在预算有限的情况下，营销活动的每一分投入都需要精打细算，以确保最大化的效益。

大平台也在适应这种节凑，抖音、小红书这种内容营销平台，都在闭环销售，同时利用各种工具让品牌的营销投入变得可以衡量。

四、AIGC加速渗透营销

AI生成内容（AIGC）正加速渗透到营销领域，为营销策略带来根本性的变革。在这一趋势的驱动下，营销人员的角色和技能需求正在发生重大变化。 CXO UNION-CXO联盟（cxounion.cn）

以前营销人员需要会写文案、会做海报或者会拍摄和剪辑视频，在未来的营销中，营销人员或许不再需要深入精通传统的创意设计或文案编写，而是转向更多地与AI合作，精通编辑prompt和与AI对话，就可以不断地让AI提供符合自己需求的内容。比如下面这张图片就是DALL-E帮我做的。

以电商图片制作为例，我有一个朋友负责为一个品牌制作电商图片。在以前，通过传统的代理机构，制作一张图片可能需要花费一万甚至几万。而现在，借助AI技术，他能够以1000元一张的价格批量、快速地制作图片。这种成本和效率上的优势，无疑将对营销策略产生深远的影响。

不过，对营销人不利的一点也许是，随着AI技术在内容生成、数据分析和客户互动等方面的应用越来越广泛，一部分传统营销角色可能会面临被裁撤的风险。尽管如此，从长期来看，AI技术的应用还是会大幅提升营销的整体效率，帮助品牌更精准地定位目标市场和消费者群体，同时降低营销成本。

五、ChatGPT和视觉搜索改变搜索格局

在中国，搜索的格局已经不是百度一家独大了。抖音搜索的月活已经破了5.5亿，在小红书上，60%的日活用户会在小红书上主动搜索，日均搜索查询量超过3亿次，此外ChatGPT让人们获取信息更加快捷，自从用上ChatGPT，我用百度的频率已经大幅下降了。 CXO UNION-CXO联盟（cxounion.cn）

可以看出，目前搜索的格局是，知识文字类搜索，ChatGPT取代大部分百度的功能，而生活、消费类搜索，越来越多的人在抖音和小红书上搜索。谷歌自己的内部研究显示，40%的年轻人在寻找午餐的地方时，会先去看TikTok或Instagram，而不是谷歌地图或搜索，看来，国内外是一样的趋势。

在这样的格局下，品牌以前在搜索引擎做SEO，现在则更应该在抖音和小红书上做搜索内容优化。同时，今年ChatGPT的语音功能已经隐隐让人感觉到了其水平远高于SIRI的情况，因而未来，品牌可能还需要做好AEO（应答引擎优化）。

对于营销人来说，现今搜索的市场更加复杂，并非做好传统搜索引擎优化就万事大吉，搜索营销应该适应新趋势，将更多的营销精力放在视觉搜索平台上。

六、头部主播退潮，但直播赚钱并不容易

李佳琦在花西子风波后，双十一的销售额相比去年出现大幅下滑，而董宇辉经历小作文风波后，尽管东方甄选处理还算妥善，但公司也意识到，不能将公司的命运完全寄托于一个主播身上，再加上早已退居幕后的薇娅，逐渐去罗永浩化的交个朋友。整个直播带货行业，头部主播开始逐渐退潮。

在这样的市场环境下，品牌、主播、明星之间的关系变得更加复杂和多元化。虽然这三方依然是直播带货生态的重要组成部分，但市场已经不再期待出现超级头部主播，而平台方也更倾向于避免过度依赖单一主播。

那么是不是头部主播少了，垄断结束了，商家就能赚到钱了？并不是。对于商家而言，不向头部主播支付渠道的费用，就需要支付给平台更多的流量费用。在这种情况下，很多商家面临不投流就没流量，投流就赚不到的钱的窘境，他们需要在没有流量和利润下降之间找到平衡点。

在这里，我认为更根本的解决方法就是做好品牌，品牌的知名度、美誉度、信任度一旦上来，其销售就能获得保障，而不被头部主播或者流量挟持。 CXO UNION-CXO联盟（cxounion.cn）

七、视频号崛起，商业化加速

据腾讯2023年第二季度财报显示，视频号的广告收入超过30亿元人民币，总用户使用时长同比翻倍，DAU同比增长双十位数。此外，视频号直播电商GMV同比增长约150%。

腾讯总裁刘炽平曾宣称视频号广告收入在2022年第四季度有望超过10亿元，仅仅半年后，2023年第二季度的广告收入就已超过30亿。尽管视频号现在的商业化体量还没法跟抖音相比，但它让人看到了当年在抖音身上的狂飙速度。

同时，视频号有着抖音不具有的优势，即视频号——微信公众号——微信社群的生态互助。视频号未来有可能开启以“品牌力”和“强社交绑定”为新属性的电商模式。视频号通过与微信的微信群、公众号打通，形成私域流量矩阵，为品牌提供在微信全面经营的机会。

当一个平台发力商业化的时候，品牌最好的选择就是跟随，有句话叫“飞船开动了，别在乎位置，先上船”。相对于目前的抖音，视频号还是有一定红利的。红利在于两点，一是竞争少，因而想做好会更容易，二是投放的ROI相对更高。 CXO UNION-CXO联盟（cxounion.cn）

如今视频号的月活跃用户规模已突破8亿，且使用时长接近朋友圈，如此大的流量场，品牌没有忽视的理由。

八、垂直、职人KOC崛起

当短视频和直播成为趋势的时候，越来越多的人开始以这种形式进入平台创造商业价值。

我曾听朋友讲过一个故事，一位自雇型的钢琴老师，在课余时间，通过在抖音、小红书上教人学钢琴的技巧而获得线索，然后再通过线下联系，顺利招到新的学员。这种营销方式，我称为垂直或职人KOC。

其实各个领域的专业人士都可以通过这种方式，成为垂直领域的达人。

事实也是如此，教师、置业顾问、律师、整理师等特定领域的从业者，正在加速进入这个生态，参与达人营销，这些垂直领域的达人不仅仅是内容创作者，更是各自领域的专家。他们通过专业知识和实际经验，吸引了一群特定的受众。

比如，一些对汽车非常了解的垂直达人和4S店的销售，他们通过直播来介绍某款车型的卖点和促销信息，吸引感兴趣的用户观看，从而帮助汽车品牌获取线索。

在抖音上就有这样的例子，某个品牌通过找几百个这样的KOC进行直播，平均每场直播可以带来几十甚至几百个线索，对于这样的垂直创作者来说，他们本身粉丝量不高，但通过这种营销方式，一天最多可以获得几千元的收入。

在我18线县城的老家，我发现一些门店的老板和售货员，每天的营业时间都在抖音上直播，每次直播的场观有几十甚至上百人，这些人通过口口相传和社交网络分享能辐射几百甚至上千人，在一个只有几万人的县城，这样的数据已经很高了，他的门店每天也有通过直播来到店里的人，这就创造了新的生意增量。

九、情绪营销红利持续

多巴胺穿搭、美拉德色系，越来越多指向人们情绪的商品在今年成为大众焦点。

在市场消费领域，情绪价值不仅是一种情感体验，更是一种心理共鸣，它触及到消费者内心深处的情感，激发多巴胺和其他愉悦感的化学反应。类似于恋爱中的激情和依恋，情绪价值在商业中也有着非常实际的应用，利用情绪价值的营销方式可以成为“情绪营销”。 CXO UNION-CXO联盟（cxounion.cn）

多巴胺穿搭，就是情绪营销的一个鲜明例子。它不仅考虑了服装的功能性，更着眼于如何通过色彩、设计等因素来激发消费者的愉悦感和自信心。当人们穿上一件令他们感到自信和满足的衣物时，多巴胺激增，情感愉悦的感觉也伴随而来。这种情绪连接使人们愿意购买更多的时尚产品，而不仅仅是满足基本的穿衣需求。

多巴胺穿搭只是情绪营销的冰山一角。越来越多的品牌开始积极采用这一策略，如美食、旅游、电子产品等，都在努力创造令人愉悦和满足的情感体验，从而吸引消费者。

情绪营销在2024年依然有红利，当经济不那么振奋人心的时候，市场就会想办法激发消费者心里的情绪需求。2024年，两股情绪依然会贯穿全年。

一是复古，当现实不如意，人们就会回忆过去。80和90后无疑有着时代的集体记忆，一些品牌通过复古营销唤起这批人的集体记忆来促进销售。

二是伤感，伤感情绪营销的本质是有一定积极意义的，他让消费者不要把悲伤留在心里，要抒发出来，这样自己才能好受些，也更能面对问题。丧、躺平本质都是这种种情绪的表现，这是一种面对现实不如意的无力感，也是一种对生活的自嘲。

十、α世代登上营销舞台

α世代（阿尔法世代），也称为Gen Alpha，是指在2010年到2025年间出生的人群，紧随Z世代之后。这一代人是第一个完全出生于21世纪的群体，从小就生活在数字技术和流媒体服务的环境中。他们被视为是迄今为止最具多样性、接触技术最多的一代。 CXO UNION-CXO联盟（cxounion.cn）

α世代与Z世代的主要区别在于他们对技术和互联网的使用更为纯熟，α世代也被认为是史上最多元化和全球化的一代，他们生活在一个技术和互联网始终存在的世界中，更容易与来自不同背景和文化的人建立联系。

此外，由于从很小的年纪就不断接触移动互联网和社交媒体，α世代比Z世代拥有更短的注意力持续时间。α世代还表现出更高的适应性和韧性，因为他们在一个比Z世代成长环境更快速变化的世界中成长。

α世代的兴起对品牌营销具有重要影响。首先，α世代作为“数字原住民”，他们的社交媒体使用和在线内容创作能力将为品牌提供新的营销机会。这一代人对多元文化的接纳和理解，以及他们的创造精神，预示着他们将在消费行为和市场趋势中扮演重要角色。

其次，这一代人对环境问题有更深的认识和关注，他们更可能支持有利于环境的行动。品牌在面向α世代时，需要重视可持续性实践，以吸引这一代更加注重环保的消费者，这也是ESG在近年越来越热门的原因。

品牌也逐渐开始重视α世代，因为他们是未来的消费者，并将对消费趋势产生深远的影响。通过吸引和影响这一代人，品牌可以提前占据他们的心智，并引领未来的消费趋势。

结语：2024年，在经济增长放缓、消费者行为转变和技术革新的交汇点上，品牌必须灵活应对，采用更加精细和审慎的策略。从反向消费的崛起到视频号的商业化，再到α世代的崛起，这些趋势均指明了一个共同的方向：营销的未来在于理解和适应消费者的需求，同时利用技术为品牌创造价值。 CXO UNION-CXO联盟（cxounion.cn）

品牌需要认识到，消费者对价值的追求不仅仅是价格上的考量，更是对品牌理念、社会责任感和可持续性的深度关注。因此，营销策略应该更多地集中在建立与消费者的深层次连接。同时，AI和数字技术的进一步融入，将不断重塑营销行业的景观。营销人员需要不断提升自己的技能，以适应这一变化，并在人工智能与人类创造力之间找到完美的平衡。

综上，2024年的营销趋势预示着一个更加动态、多元化和技术驱动的未来。对于品牌来说，这既是挑战也是机遇，关键在于如何利用这些趋势，创造与消费者的真正连接，同时优化营销策略，以适应不断变化的市场环境。

翻译：

Ten marketing trends for 2024

With the end of the epidemic in 2023, the global economy did not usher in the hoped-for rebound, but showed a more complex and challenging picture. In its latest World Economic Outlook Report, the International Monetary Fund (IMF) forecasts that global economic growth will slow from 3.5 percent in 2022 to 3.0 percent in 2023, below the historical average of 3.8 percent between 2000 and 2019, and expects a further decline to 2.9 percent in 2024.

According to Charles Schwab’s analysis, the global economy is likely to show a gradual U-shaped recovery in 2024, as opposed to the V-shaped recoveries of 2008-09 and 2020. This means that the future economy may enter an era of low growth. CXO UNION-CXO联盟（cxounion.cn）

In 2023, the retaliatory consumption that many expected did not occur, and instead we witnessed what is known as “reverse consumption,” with consumption downgrades becoming more pronounced.

The good news is that ChatGPT’s AI trend is changing the way we work and live. Collins Dictionary has named “AI” as the UK’s word of the year for 2023, which could usher in the next technological revolution.

In the era of low growth, the theme of marketing is no longer expansion, but contraction, and more sophisticated and prudent, the development of AIGC is certainly a good thing, but for the marketing industry, he may mean more cost reduction and efficiency.

Here’s my summary of the marketing trends for 2023.

First, reverse consumption continues, and industrial brands move to the front

citywalk, special forces travel, reverse consumption, military coats are popular, and these hot searches in 2023 reflect the remarkable characteristics of consumer consumption behavior – buying the most cost-effective goods and services with the least money.

In September this year, Li Jiaqi’s sentence “where is expensive” let many people break the defense, they found that it is more and more difficult to make money today, there is no need to spend several times the price to buy several times the premium goods, rational purchase of cost-effective goods is the right choice. Subsequently, topics such as “79 yuan to buy five pounds and a half of bee flowers”, “5.9 yuan liquid foundation”, “6 pieces to buy 7 eyebrow pencils” emerged, which strengthened people’s thinking about rational consumption. CXO UNION-CXO联盟（cxounion.cn）

In recent years, the problem with observing this reverse consumption is that more and more people are showing off how they save money and get the best value for the least money, rather than showing off the more expensive items as they used to. This could mean that decades of conspicuous consumption are coming to an end.

A direct consequence of the reverse consumption trend is the rise of industrial belt commodities. These brands usually do not have a distinctive brand identity, but the quality is reasonable and cost-effective, and some are even as good as well-known brands. With the promotion of e-commerce platforms such as Alibaba and Pinduoduo, as well as the popularity of live marketing, these industrial belt products are increasingly favored by consumers.

For example, wigs in Xuchang, Henan, bags in Baigou, Hebei, and pet food in Nanhe, Hebei, etc. These products usually come from specific production areas, and gradually become the new favorite in the market with their high cost performance and the characteristics of meeting basic needs.

This trend also heralds a change in brand loyalty among consumers, who are more inclined to look for products that offer high cost performance and quality assurance, rather than just pursuing brand effect, in the context of economic pressures and rising living costs. This shift poses new challenges for brand marketing strategies. CXO UNION-CXO联盟（cxounion.cn）

Second, new consumption transformation, old consumption counterattack

Changes in the market are always unpredictable, it seems that yesterday everyone was still talking about consumption upgrades, the purchase of high-quality, beautifully packaged, bright appearance of the brand as a symbol of status. Today, it suddenly began to adapt to the downgrade of consumption and promote reverse consumption, and the so-called new consumer brands born in China in recent years are extremely embarrassing in such a situation.

Zhong Xuegao in October this year was revealed to be unpaid, causing many people to worry, and last year, the name of the “ice cream assassin” has made its brand and sales have been affected.

Tea and Nai snow’s tea has long had a big price cut, but consumers still say that tea and Nai snow are not fragrant, because the drinks of Misue Ice City are more cost-effective.

Flower west 79 yuan eyebrow pencil by netizens complained that it was too expensive, so flocked to the old Chinese brand of the broadcast room, they said 79 yuan can buy 5 pounds of bee flower hair conditioner; You can buy 4 cans of Yumeijing children’s cream…

The sound volume and praise of the vitality forest this year are not as high as in previous years, and its latest news is to change the internal structure.

Thought that the new consumer brands to let the existing market reshuffle, in the end, only to find that ginger is still hot, even the new consumer head brands, in the face of old consumer brands, did not account for a little cheap. CXO UNION-CXO联盟（cxounion.cn）

The retail scale of Oriental leaves this year may reach 10 billion, which makes the Genki forest gasp; Many people do not buy flowers, but go to the broadcast room to buy old Chinese products; Even in the most popular time of the year, Zhong Xuegao’s sales did not account for 1% of the market, and ice cream was still dominated by the four major brands of Yili, and Lu Xue, Mengniu and Nestle.

The new Chinese goods that are not cost-effective, under the counterattack of the old Chinese goods, began to be unstable, and the new Chinese goods that were created for a short time found that when the coat of consumption upgrade was taken off, their products, prices, and channels faced with the old Chinese goods had no advantage.

The next few years will be a period of transformation for new consumer brands and a period of fighting with old consumer brands.

Third, the brand pursuit of “stingy marketing”

In recent years, people who do marketing have a feeling: there are fewer and fewer marketing cases that can brush the screen and circle. The essential reason behind this change is the fragmentation of information and the saturation of content in the market.

Consumers’ attention is distracted by more and more information, and their attention to traditional large-scale creative works such as TVC is gradually decreasing. At the same time, the market is already flooded with new and interesting content, making it difficult for brands to create more novel and more compelling content. CXO UNION-CXO联盟（cxounion.cn）

What will brush the screen in 2023 is the cross-border cooperation of soy sauce latte, Fnedi, and Tea, which is essentially a kind of small investment marketing, and they use cross-border to stimulate consumers’ curiosity, thereby enhancing exposure and consumer discussion. More and more cross-border marketing is also a manifestation of “stingy marketing”.

In this context, the brand’s marketing strategy has also begun to gradually change to adapt to the trend of “stingy” consumption. First, brands are becoming more deliberate when it comes to making big creative works like TVC. In the current market environment, such large investment marketing activities can no longer easily attract the attention of consumers as in the past, many brands began to do TVC millions of budgets in the past, split into dozens of budgets, looking for talent to do content and launch.

Second, brands pay more attention to the input-output ratio. In the case of limited budgets, every cent of marketing activities need to be carefully calculated to ensure the maximum benefit.

Large platforms are also adapting to this kind of segmentation, and content marketing platforms such as Tiktok and small Red book are selling in a closed loop, while using various tools to make the brand’s marketing investment measurable. CXO UNION-CXO联盟（cxounion.cn）

Fouth, AIGC accelerates penetration marketing

Ai-generated content (AIGC) is accelerating its penetration into the marketing landscape, bringing fundamental changes to marketing strategies. Driven by this trend, the roles and skill requirements of marketers are changing significantly.

In the past, marketers need to be able to write copy, do posters or shoot and edit videos, in the future of marketing, marketers may no longer need to be deeply proficient in traditional creative design or copy writing, but to shift to more cooperation with AI, proficient in editing prompt and dialogue with AI, you can constantly let AI provide content that meets your needs. For example, DALL-E did this for me.

Take e-commerce picture production as an example. I have a friend who is responsible for making e-commerce pictures for a brand. In the past, through traditional agencies, making a picture may cost ten thousand or even tens of thousands. Now, with the help of AI technology, he can produce pictures in bulk and quickly at the price of 1,000 yuan a piece. This cost and efficiency advantage will undoubtedly have a profound impact on marketing strategy.

However, the downside for marketers may be that some traditional marketing roles may be at risk of being eliminated as AI technology becomes more widely used in content generation, data analysis and customer engagement. However, in the long run, the application of AI technology will significantly improve the overall efficiency of marketing, helping brands to more accurately target markets and consumer groups, while reducing marketing costs. CXO UNION-CXO联盟（cxounion.cn）

Fifth，ChatGPT and visual search change the search landscape

In China, the search landscape is no longer dominated by Baidu alone. The monthly activity of Tiktok search has exceeded 550 million. On XiaoHongshu, 60% of the daily active users will actively search on XiaoHongshu, and the daily search query volume exceeds 300 million. In addition, ChatGPT makes people get information more quickly.

It can be seen that the current search pattern is that knowledge text search and ChatGPT replace most of the functions of Baidu, while life and consumer search, more and more people search in Tiktok and Xiaored book. Google’s own internal research shows that 40 percent of young people look to TikTok or Instagram before Google Maps or search when looking for a place to grab lunch, and it seems the trend is the same here and abroad.

In this pattern, brands used to do SEO in search engines, and now they should do search content optimization in Tiktok and small red books. At the same time, this year ChatGPT’s voice function has vaguely made people feel that its level is much higher than SIRI, so in the future, brands may also need to do AEO (response engine optimization).

For marketers, today’s search market is more complex, not to do a good job of traditional search engine optimization is all right, search marketing should adapt to the new trend, more marketing efforts on visual search platforms. CXO UNION-CXO联盟（cxounion.cn）

Sixth, the head anchor recedes, but it is not easy to make money live

Li Jiaqi in the west after the storm, double eleven sales fell sharply compared to last year, and Dong Yuhui experienced a small composition after the storm, although the Eastern selection is still properly handled, but the company also realized that the fate of the company can not be completely placed on an anchor, plus has already retreated to the background of Wei Ya, gradually to Luo Yonghao make a friend. The whole live streaming industry with goods, the head anchor began to gradually ebb.

In such a market environment, the relationship between brands, anchors and stars has become more complex and diversified. Although these three parties are still an important part of the live streaming ecosystem, the market is no longer looking forward to the emergence of super head anchors, and the platform is more inclined to avoid over-reliance on a single anchor.

So is there less head anchors, the monopoly is over, and businesses can make money? Not really. For merchants, if they do not pay the channel fees to the head anchors, they need to pay more traffic fees to the platform. In this case, many businesses face the dilemma of no flow, no flow, no money, they need to find a balance between no flow and declining profits.

Here, I think the more fundamental solution is to do a good job of the brand, brand awareness, reputation, trust once up, its sales can be guaranteed, and not be held hostage by the head anchor or traffic.

Seventh, the rise of video number and accelerated commercialization

According to Tencent’s financial report in the second quarter of 2023, the advertising revenue of video number exceeded 3 billion yuan, the total user usage time doubled year-on-year, and the DAU increased by double ten figures year-on-year. In addition, the video number live e-commerce GMV increased by about 150% year-on-year. CXO UNION-CXO联盟（cxounion.cn）

Tencent President Martin Lau has claimed that the video number advertising revenue is expected to exceed 1 billion yuan in the fourth quarter of 2022, only half a year later, the second quarter of 2023 advertising revenue has exceeded 3 billion. Although the current commercial volume of video number can not be compared with Tiktok, it lets people see the furious speed of Tiktok in the past.

At the same time, the video number has an advantage that Tiktok does not have, that is, the ecological mutual assistance of the video number – wechat public number – wechat community. In the future, it is possible to open an e-commerce model with “brand power” and “strong social binding” as new attributes. Through opening up with wechat’s wechat group and public account, the video number forms a private domain traffic matrix, providing the brand with the opportunity to fully operate in wechat.

When a platform is commercialized, the best choice for the brand is to follow, and there is a saying called “The spaceship is starting, don’t care about the location, get on the ship first.” Relative to the current Douyin, the video number still has a certain dividend. The dividend lies in two points, one is that there is less competition, so it will be easier to do well, and the other is that the ROI of the investment is relatively higher.

Now the monthly active user scale of video number has exceeded 800 million, and the use time is close to the circle of friends, such a large traffic field, the brand has no reason to ignore.

Eighth, vertical, professional KOC rise

When short videos and live broadcasts become a trend, more and more people begin to enter the platform in this form to create business value. CXO UNION-CXO联盟（cxounion.cn）

I once heard a story told by a friend about a self-employed piano teacher. In his spare time, he obtained clues by teaching piano skills in Tiktok and Xiaored Books, and then successfully recruited new students through offline contacts. This type of marketing I call vertical or professional KOC.

In fact, professionals in various fields can become masters in vertical fields in this way.

In fact, teachers, real estate consultants, lawyers, collators and other practitioners in specific fields are accelerating into this ecology and participating in master marketing, and the masters in these vertical fields are not only content creators, but also experts in their respective fields. They appeal to a specific audience through their expertise and practical experience.

For example, some vertical people who know cars very well and 4S shop sales, they introduce the selling points and promotional information of a certain model through live broadcasting, attract interested users to watch, so as to help the car brand get clues. CXO UNION-CXO联盟（cxounion.cn）

In Tiktok there are such examples, a brand by looking for hundreds of such KOC live, the average live can bring dozens or even hundreds of clues, for such vertical creators, their own fan volume is not high, but through this marketing method, a day at most can get thousands of yuan of income.

In my hometown of the 18th line county, I found that some store owners and salespeople broadcast live on Tiktok every day during business hours, with dozens or even hundreds of people each time. These people can radiate hundreds or even thousands of people through word of mouth and social network sharing, which is already quite high in a county with only tens of thousands of people. His store also has people who come to the store through live streaming every day, which creates new business growth.

Ninth, emotional marketing dividends continue

Dopamine wear, Maillard colors, more and more products that point to people’s emotions have become the focus of the public this year.

In the field of market consumption, emotional value is not only an emotional experience, but also a psychological resonance, which touches the deep emotions of consumers and stimulates dopamine and other chemical reactions of pleasure. Similar to passion and attachment in love, emotional values also have very practical applications in business, and marketing that uses emotional values can be called “emotional marketing”. CXO UNION-CXO联盟（cxounion.cn）

Dopamine threading is a clear example of emotional marketing. It not only considers the functionality of clothing, but also focuses on how to stimulate the pleasure and confidence of consumers through color, design and other factors. When people put on an item of clothing that makes them feel confident and satisfied, dopamine surges and feelings of emotional pleasure accompany it. This emotional connection makes people willing to buy more fashion products than just meeting basic dressing needs.

Dopamine penetration is just the tip of the emotional marketing iceberg. More and more brands have begun to actively adopt this strategy, such as food, travel, electronic products, etc., are striving to create pleasing and satisfying emotional experiences, so as to attract consumers.

Emotional marketing will still pay dividends in 2024, when the economy is not so exciting, the market will find a way to stimulate the emotional needs of consumers. In 2024, both sentiments will continue throughout the year.

One is the retro, when the reality is not satisfactory, people will recall the past. The post-80s and 90s undoubtedly have the collective memory of The Times, and some brands use retro marketing to evoke the collective memory of this group of people to promote sales.

The second is sad, the essence of sad emotion marketing is a certain positive significance, he let consumers do not leave the sadness in the heart, to express it, so that they can feel better, but also more able to face the problem. Bereavement, lying flat essence is the performance of this kind of emotion, which is a sense of powerlessness in the face of reality, but also a kind of self-mockery of life. CXO UNION-CXO联盟（cxounion.cn）

Tenth, alpha generation on the marketing stage

Generation Alpha, also known as Gen Alpha, refers to those born between 2010 and 2025, following Generation Z. This generation is the first to be fully born into the 21st century, having grown up surrounded by digital technology and streaming services. They are seen as the most diverse and technology-exposed generation to date.

The main difference between Gen Alpha and Gen Z is that they are more adept with technology and the Internet, Gen Alpha is also considered to be the most diverse and global generation in history, they live in a world where technology and the Internet are always present, and they are more likely to connect with people from different backgrounds and cultures.

In addition, due to constant exposure to mobile Internet and social media from a very young age, Gen Alpha has a shorter attention span than Gen Z. Generation Alpha also shows greater adaptability and resilience because they are growing up in a world that is more rapidly changing than Gen Z.

The rise of generation Alpha has important implications for brand marketing. First, Alpha generation as “digital natives”, their social media usage and online content creation capabilities will provide brands with new marketing opportunities. This generation’s acceptance and understanding of multiculturalism, as well as their creative spirit, portend that they will play an important role in consumer behavior and market trends. CXO UNION-CXO联盟（cxounion.cn）

Second, this generation has a deeper awareness and concern about environmental issues, and they are more likely to support actions that benefit the environment. When targeting the alpha generation, brands need to focus on sustainability practices to attract this generation of more environmentally conscious consumers, which is why ESG has become increasingly popular in recent years.

Brands are also starting to focus on the alpha generation because they are the consumers of the future and will have a profound impact on consumer trends. By engaging and influencing this generation, brands can capture their minds ahead of time and lead future consumer trends.

In 2024, at the intersection of slowing economic growth, shifting consumer behavior and technological innovation, brands must be flexible and adopt more sophisticated and deliberate strategies. From the rise of reverse consumption to the commercialization of video signage to the rise of the alpha generation, these trends point to a common direction: the future of marketing lies in understanding and adapting to consumer needs while leveraging technology to create value for brands.

Brands need to recognize that consumers’ pursuit of value is not just about price, but also about brand philosophy, social responsibility and sustainability. Therefore, marketing strategies should focus more on building a deep connection with consumers. At the same time, the further integration of AI and digital technologies will continue to reshape the landscape of the marketing industry. Marketers need to constantly upgrade their skills to adapt to this change and find the perfect balance between AI and human creativity. CXO UNION-CXO联盟（cxounion.cn）

Taken together, marketing trends in 2024 point to a more dynamic, diversified, and technology-driven future. For brands, this is both a challenge and an opportunity, and the key is how to capitalize on these trends to create a true connection with consumers, while optimizing marketing strategies to adapt to the changing market environment.

由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于寻空的营销启示录，作者寻空2009；编辑/翻译：CXO UNIONCXO联盟小U。

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