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ROI估算(内销收入/宣传费用)
ROI估算(内销收入/宣传费用)
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所属报告:
中宠股份(002891)-A股公司研究报告:顶尖制造品质的“能力土壤”上正长出“品牌之树”-250916(40页).pdf
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全球药用级益生菌市场规模(百万美元)
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2026-07-30
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全球益生菌膳食补充剂市场规模及增速
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2026-07-30
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全球拥有AKK专利菌株的核心企业
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2026-07-30
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宠物食品行业当前竞争激烈,产品同质化现象严重。为了在市场中脱颖而出,品牌需要进行持续高强度的营销投入,以提升品牌知名度和市场占有率。近年来,营销成本不断攀升,头部品牌的竞争门槛日益提高。以 2024 年为例,中宠的宣传投入达到 3.8 亿元,占内销收入的 27%;而乖宝的宣传投入更是高达 5.6 亿元。这种营销投入的增加,可以从化妆品、母婴、宠物行业的投资回报率(ROI)下降趋势中得到印证。基于内销收入/宣传费用对ROI 进行估算,美妆类头部品牌 ROI 从 2020 年的 3下降至 2024 年的 2,母婴、宠物类的 ROI 也不同程度下降。
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中宠股份(002891)-A股公司研究报告:顶尖制造品质的“能力土壤”上正长出“品牌之树”-250916(40页).pdf
中宠分类目市场份额
中宠零食、主粮收入结构
中宠零食、主粮收入(百万元)
内外销收入结构
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