2020年网红带货市场状况研究报告：时尚、奢侈品及美妆行业专题 - Launchmetrics（英文版）（31页）.pdf

1、$25K $20K $15K $10K $5K $0K Less than $5K per year Between $20K and $50K Between $50K and $100K 11.7% More than $100K 10.8% SPECIAL FOCUS ON FASHION, LUXURY AND BEAUTY INDUSTRIES THE STATE OF INFLUENCER MARKETING 2020 INDEX Intro Letter from our CEO Infl uencer Marketing Eff ectiveness Investments a

2、nd Budgets Relatability Matters Popular and Emerging Channels Consumer Generation Profi les Infl uencer Marketing Challenges and Measurement Infl uencer Challenges and Motivations Covid-19: A new Industry Climate Predictions for the Future Report Methodology 03. 05. 06. 09. 11. 12. 13. 14. 20. 26. 2

3、8. THE STATE OF INFLUENCER MARKETING 2020 SPECIAL FOCUS ON FASHION, LUXURY AND BEAUTY INDUSTRIES 2020 2020. A year in which the direction of infl uencer marketing seemed clear after years of evolution and stabilization. And suddenly, the Covid-19 crisis changed everything - causing not only the larg

4、est health crisis of recent years but also a heavy blow to the fashion, luxury and beauty industries whose futures are still uncertain. The fact that almost 95% of these industries work with infl uencers, or that the main objectives covered through these types of campaigns are awareness or sales is

5、not surprising. Investments in infl uencer marketing programs in 2020 continue to grow - increasing by between approximately 10% and 30% this year. But, when asked which markets are the primary targets for such investment, we discovered with some surprise that despite the fact that Europe continues

6、to lead the investment objectives of most brands, the Asian market is in second position, competing very closely with the United States. This corresponds with a recent study published by Boston Consulting Group stating that revenue from Asia will represent 41% of the sector in 2025. Generation Z has