【微播易】2024年运动鞋服行业社媒营销趋势报告（72页）

1、2024.1020223.31.35.9%6.9%GDP201213.2%15.4%GDP1.08%53.9%43.2%20255GDP2%2024542520255989CR53D3DAIAIGCAIR3D13LululemonVolumetnal 3D100AI 3-43.43-450 150 75 3/3-4 1-220%3-443%10%5-622%3-4 3%1-2 2%20Citywalk/Cityride20232.3%398 2,775 3,574 20212022202312,001 2022112022122023120232202332023420235202362023

2、7202382023920231020231120235亿+39.9%60%2024DAU120%20243亿人 26.3%29%36.3%56.7%47.5%45.9%3.3%14.4%54.7%45.6%43.1%39.0%33.1%28.8%15.7%0.1%66.5%56.0%50.1%34.3%25.2%24.7%9.0%5.0%5060708090100110120130140150TGITGITGITGITGI297%135%233%180%17%62%61%55%2023VS2022#打坐禅修#跟我练八段锦#爱上普拉提50%30%12%6%2%50005000-10000100

3、00-2000020000-5000050000-10000061%23%7%9%1633.41788.82021202356.3%42.3%72.3%31.1%17.3%38.6%10.1%9.4%18.8%61.7%1234#+13#4+#10+#67+#21+#14+2024202338.0%41.5%57.6%83.8%050100150200250300500%400%300%200%100%0%/+2472.3%+1067.8%+889.8%+522.6%26.2%14.7%7.1%6.8%6.6%2.4%1.8%1.4%1.1%0.5%68.6%11.4%10.7%9.3%5.1

4、%1.4%1.5%1.3%5.0%2.0%2.0%1.4%0.3%5.0%3.0%2.4%0.8%0.2%/citywalkcityride76%62%47%24%24%17%/山系野趣风松弛通勤风E人撞色风城市机能风球衣混搭风+/+EEEE+/OOTD+/71%51%37%30%26%25%14%23-24 10+23-24/2+23 40.2+23#+1200+#-3485869912339605.20100200300400500600700020040060080020212022202324340%24350%24130%603+3.82.617.213.13.45.52.13.61

5、42%*20247106%118%*20241-7 vs 20231-7238%426%*20241-7 4023496%426%355%560%574%399%388%369%3059%1649%23451%300%184%66.7%30.6%27.3%12.5%TOP570.6%63.2%59.9%52.4%36.2%5429.3 62.9%2023-202481.5%202498002022272756.2%56.2%286.0W 203.1W 153.1W 190.7W 24+2352%TOP1/2341234T5678/16015010070citywalk*20231-7,73%,

6、54%,45%,31%/BeforeNow23112.6%15.5%474.528.4%-2.0%233.237.6%-21.5%424.747.1%38.4%644.656.7%-0.4%250.062.8%12.8%370.672.5%12.2%196.68New balance2.4%6.6%647.292.3%-12.4%183.0102.0%10.2%192.7HELLY HANSENBROOKSON vuorisnowlineHOKASAUCONYMAIAACTIVEACMEITEMicebreaker