Analysis of Global Independent Station Media Investment Brands in 2023

Analysis of Global Independent Station Media Advertising Brands

In 2023, the top ten brands for global independent station media advertising mainly come from the consumer goods sector, with a focus on clothing, beauty, and personal care. Among them, emerging brands dominate, with eight brands founded after 2017.

These brands are more focused on niche market demands, such as plus-size women's clothing brand (BloomChic), fashionable phone case brand (BURGA), hair straightener and hair care brand (Langehair), washable rug brand (Ruggable), etc.

In recent years, new brands have risen rapidly, benefiting from a keen grasp of new traffic channels and market trends, as well as in-depth exploration and precise positioning in specific niche markets.

Chinese Brands Going Global

Chinese brands in the global market are mainly concentrated in the clothing category, with eight top brands. The main audience is female consumers, including women's yoga clothing brand (HALARA), women's formal wear brand (BellaBarnett), women's fast fashion brand (MICAS), etc. The main products are casual clothing items such as T-shirts, hoodies, etc.

From the timeline, the main period for Chinese brands to go overseas is mainly after 2020, indicating that the international status of Chinese brands continues to rise and the trend of going overseas is starting to rise. However, Chinese brands still need to diversify and deepen their presence in the international market.

Observations on the US market

As the world's largest economy and the second largest e-commerce market, the United States plays an important role in the global market. In the post-pandemic era, the United States remains the top choice for many e-commerce brands to go overseas. The peak selling season is mainly from March to December, with November to December reaching the annual peak.

In the US market, the clothing category has always been the highest in terms of advertising volume, especially reaching its peak in the third quarter. Following that are the beauty and personal care, as well as jewelry and derivative products categories. The share of advertising for phones and electronics is gradually increasing.

In the US market, in clothing ad materials, the proportion of video materials has increased, especially the proportion of short video materials. Important trends in advertising content include full-body matching, multiple outfit images, outfit inspiration, and curiosity-driven content.

In 2023, the forecast shows that the revenue of the US clothing market will reach $343.7 billion, with online retail accounting for 48.3%. For Chinese brands, the US market is an important export market.

From the above analysis, it can be seen that in 2023, global independent media advertising focuses on clothing, beauty, and personal care products, with emerging brands taking the lead. Different brands have rapidly risen in the global market to meet the demands of segmented markets. At the same time, Chinese brands are active in the overseas market, especially with high advertising volume in the clothing category. The US market, as a market with a large global economic size, continues to demand clothing and beauty products, with digital marketing and advertising content characteristics being reflected in the market.