To broaden their appeal through interest marketing and reach their target audience effectively, brands should tailor their approaches to either lower participation barriers or enhance professionalism depending on the characteristics of different interest groups.
Gloria Gan, Senior Analyst, China Insights
This report covers 3,000 internet users aged 18-59 who have ongoing hobbies and interests, aiming to explore the differences and commonalities among hobby and interest groups. The report investigates how brands can market to consumers with different hobbies and interests, covering topics such as awareness and preferences, sources of influence, merchandise consumption and brand marketing activity preferences.
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