从控制到赋权_2026年中国媒体格局_69页_9mb

2026 China Media Landscape Summary

Core Content Overview

The 2026 China media landscape is marked by a shift from control to empowerment, driven by evolving consumer behavior, digital innovation, and the integration of AI. Key themes include K-shaped consumption, media centralization, and the rise of all-in AI strategies.

Key Trends and Developments

1. K-shaped Consumption

• Post-COVID, consumer confidence remains below 90 points, but is stabilizing.
• Lower-end consumers prioritize rational spending and value for money, leading to price wars in categories like coffee and cars.
• Upper-end consumers continue to invest in emotional value, such as self-identity, comfort, and wellbeing.
• Mid-tier brands face intense pressure to redefine their positioning as either "smart saving" or "meaningful spending" with tangible value.

2. Media Centralization

• The internet has surpassed television in engagement and reach.
• Social commerce and live-streaming have become major drivers of consumer behavior.
• In 2020, e-commerce user base reached 265 million, and social media users hit 896 million.
• Live-streaming ad revenue grew to 20.8% in 2020, with KOL promotion dominating social marketing (63% of efforts).
• By 2025, the social commerce market reached 2.7 trillion RMB, showing a 14.4% increase.

3. All-in AI Integration

• AI evolved from a marketing add-on to a core infrastructure component.
• Brands with shallow AI integration faced consumer backlash.
• AI is increasingly seen as a life companion, with 71% of CMOs agreeing that algorithm success is key to visibility.
• 79% of CMOs believe optimizing for the algorithm risks creating a sea of sameness.
• Brands must embed AI into their core to unlock new capabilities aligned with evolving consumer needs.

4. Consumer Behavior Shifts

• Consumers are more choiceful, valuing emotional and experiential satisfaction.
• 86% of consumers are increasingly inclined to make responsible choices when shopping.
• 45.3% prioritize emotional health, while 47.5% choose brands with more spirit and emotional resonance.
• Gen Z is shifting from digital isolation to activity-based social circles, emphasizing local culture and co-creation.

5. Economic and Market Context

• China's GDP exceeded 140 trillion RMB in 2025, showing a stable mid-growth trajectory.
• Ad spend growth is expected to slow in 2026 compared to 2025 due to economic and consumer caution.
• Digital ad spending grew steadily, with a 7% CAGR from 2023 to 2028.
• Social and e-commerce ads dominate, with EC ads reaching 42.9% of digital media spend in 2025.

6. Platform Competition and Ecosystems

• Digital ecosystems are consolidating and centralizing, with platforms like Bytedance and Red Note rising in prominence.
• Douyin overtook WeChat as the most time-consuming app in 2025, reflecting a shift toward short-form video consumption.
• Meituan and Gaode Maps saw significant growth due to on-demand services and instant need scenarios.
• Traditional platforms like iQIYI and Tencent Video experienced divergent trends, with iQIYI declining sharply.

7. Advertising Spend Dynamics

• TV advertising spending has declined steadily since 2023, with a -8% drop in 2024.
• OOH advertising has recovered to pre-COVID levels, showing resilience.
• Print and radio ad spends are declining rapidly, with print dropping by 63% from 2023 to 2028.

8. Brand Strategy and Marketing Priorities

• Brands must focus on full-funnel ROI to optimize performance.
• FMCG, alcohol, and automotive brands are leading in the newly invigorated OOH battlegrounds.
• Marketing priorities are shifting from in-platform metrics to cross-ecosystem strategies and holistic measurement.
• Brand awareness and emotional resonance are becoming more critical than conversion alone.

Conclusion

The Chinese media landscape in 2026 is shaped by a blend of digital innovation, AI integration, and evolving consumer values. Brands must adapt to K-shaped consumption, leverage centralized ecosystems, and embed AI into their core strategies to stay competitive. The shift toward emotional and experiential value is driving new opportunities in media and advertising, while traditional formats like TV, radio, and print continue to decline.