New insights on Chinese consumer, ads, media markets

By Zhang Rui
0 Comment(s)Print E-mail China.org.cn, August 31, 2018
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CTR Market Research released its report on the latest trends in China's consumer, advertising and media markets at the 2018 CTR Insight Summit on Monday.

Tang Shiding, vice president of China International Television Corporation and president of CTR Market Research Co., Ltd., speaks at the 2018 CTR Insight Summit in Beijing on Aug. 27, 2018. [Photo courtesy of CTR Market Research]
Tang Shiding, vice president of China International Television Corporation and president of CTR Market Research Co., Ltd., speaks at the 2018 CTR Insight Summit in Beijing on Aug. 27, 2018. [Photo courtesy of CTR Market Research]

Tang Shiding, vice president of China International Television Corporation (CITVC) and president of CTR Market Research Co., Ltd., in his speech at the forum, pledged that, in the face of a complicated and ever-changing market environment, CTR would continue to provide real data, accurate and in-depth insights, and reliable and easy-to-use solutions for related industries with third-party professional capabilities and perspectives.

CTR Market Research is a joint venture between CITVC and Kantar Group. According to its latest report, China's fast-moving consumer goods market sales increased by 4.5 percent year-on-year. Among the trends, online channels continued to lead omni-channel growth, with a year-on-year growth of 30.3 percent. 

At the same time, online and offline consumption accelerated and the trend of omni-channel purchases became more prominent. 

The China Consumer Market Trend Report released by CTR shows that the nation's fast-moving consumer goods market continues to perform steadily. As of the end of June 2018, sales in the preceding 12 months increased by 4.5 percent year-on-year, and the trend of consumption upgrading continued. 

The Chinese advertising market grew by 9.3 percent year-on-year in the first half of 2018. The substantial increase in TV media advertising revenue enabled the traditional advertising market to move from a negative to a positive position, recording year-on-year growth of 7.2 percent. 

At the same time, the consumption structure, the complexity of the various communication scenarios and a trend towards cultural diversification, also promoted advertising marketing into an era of full-scale marketing.  

The CTR report showed five major development trends in the Chinese media market: the TMT (Technology, Media, Telecom) integration model is accelerating, business and industry integration has become a major trend; cooperation between various media groups, and a community of interests is gradually being formed; across-the-board content dissemination is gradually upgrading, and the trend among various media is being dominated by video form.  

In the context of mass media communications, the verticalization trend is becoming more and more obvious; industrialization and materialization has developed into an important direction of media integration and transformation, and media functions are more and more diversified. 

CTR made major predictions on the development trend of the future media, including accelerated TMT integration, industrial boundaries becoming increasingly blurred, new crossover joint ecology taking shape; mainstream media integration accelerated, strengthening collaboration among various media ecosystems. It predicted that the trend of cross-sector content amalgamation has gradually emerged, and the media sector overall is experiencing the change of thinking mode and operation mode from "people looking for information" to "information seeking people."

The CTR Insight Summit Forum has now been held 15 times. Nearly 500 representatives from the media, enterprises and advertising companies participated in the Beijing meeting.

CTR will also hold matching forums in Guangzhou and Shanghai in the near future.

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