Report sheds light on marketing investment in China

Marketing investment in China is expected to grow in 2022 despite the impact of the COVID-19 epidemic, as advertisers have confidence in doing business in China, a report showed.

Companies' marketing expenses in China will reach 19 percent on average next year, showing a trend for high growth according to a report released by data marketing technology firm Miaozhen Systems.

The report surveyed 270 advertisers from over 20 industries, including food and beverage, cosmetics and medical health. Since 2017, the annual report offers a reference for marketing in China.

Under circumstances where economic development is expected to stabilize, marketing investment will continue to grow, while digital marketing is developing in the fast line, said Tan Beiping, Dean of Miaozhen Academy of Marketing Science.

About 54 percent of advertisers surveyed said they will put more investment into the Chinese market, 10 percent of whom said they will greatly increase marketing expenses, the report showed.

In terms of the purposes of advertising, 88 percent said they want to enhance awareness of brand image, and 83 percent targeted increases in sales, it said.

A total of 73 percent of advertisers said they will increase marketing expenses on the internet, while 25 percent will put more advertisement on outdoor screens and 19 percent will increase advertising on smart TV services, the report showed.

Among digital media, short videos, social networking platforms and e-commerce are most popular among advertisers. They also showed interest in advertising through key opinion leaders, it said.