The growth of advertising investment slows down, and brand owners want high ratio of effectiveness to investment.
Affected by the slowdown in economic growth, the growth of the brands’ main performance is under pressure. In 2019, the growth of Chinese consumer brands' advertising and promotion investment has slowed significantly, with a year-on-year growth rate of only 7.2%. In this situation, the brand owners attach more importance to the marketing effect of integrated products and effects. The advertising budget structure also changed from focusing on traditional media advertising methods to emerging marketing forms such as short video/livestreaming.