出海品牌案例（1／4）：帮助电商出海品牌重新梳理和设定品牌心智KPI，聚焦业务表现的领先指标 Overseas Brand Case (1/4): Helping e-commerce overseas brands to reorganize and set brand mindset KPIs and focus on leading indicators of business performance
背景和商业问题 Background and Business Issues
一家中国领先电商品牌于多年前开始布局海外市场，并进行了大量品牌与效果类营销投放。该品牌持续调研品牌表现，并在品牌逐步成熟期间复盘梳理核心品牌指标，并进行下一步品牌战略规划。客户希望了解 A leading Chinese e-commerce brand began to expand into overseas markets many years ago and has carried out a large number of brand and performance marketing campaigns. The brand continues to research brand performance, and during the gradual maturity of the brand, it reviews and sorts out core brand indicators and plans the next step of brand strategy. The client wants to know
1．在已经较为成熟的市场种，如何设定品牌 KPI ？ 1. How to set brand KPIs in a relatively mature market?
2．哪些品牌指标是业务变动的前瞻性指标？ 2. Which brand metrics are forward-looking indicators of business changes?
3．如如何增长核心业务指标？所能获得的业务效果和表现是什么？ 3. How to increase core business indicators? What business results and performance can be achieved?
发现和洞察（一） Discovery and Insight (I)
凯度基于客户销量与长期监测的品牌关键指标与销量的相关性研究，发现现阶段该品牌的无提示第一提及（TOM）与销量展现了强相关。结合品类经验＊，在竞争激烈下品牌成为消费者＂想到的第一个品牌＂至关重要。 Kantar conducted a study on the correlation between customer sales and long-term monitoring of key brand indicators and sales, and found that the brand's unprompted first mention (TOM) and sales showed a strong correlation at this stage. Combined with category experience*, it is crucial for a brand to become the "first brand that consumers think of" in the face of fierce competition.
无提示第一提及和销量显示出强关联 Unprompted first mention and sales show strong correlation
出海品牌案例（ 2//42 / 4 ）：拆解引领GMV增长的核心指标和来源，发现TOM是引领 GMV增长的核心品牌指标贡献，如TOM稳定增长 3%3 \% ，预期GMV增长 15%15 \% Overseas brand case ( 2//42 / 4 ): Disassembling the core indicators and sources that drive GMV growth, it was found that TOM is the core brand indicator contributing to GMV growth, such as TOM's stable growth 3%3 \% and expected GMV growth 15%15 \%
发现和洞察（二） Discovery and Insight (II)
进一步综合观测所有指标，我们发现引领GMV增长的先驱变量，其对GMV增长的贡献较大，其次是品牌喜爱度和其他原因。 By further comprehensively observing all indicators, we found that the pioneering variable that leads GMV growth has the greatest contribution to GMV growth, followed by brand preference and other reasons.
在2024 vs．2023对比中，我们看到GMV整体增长 31%31 \% ，其中 20%20 \% 来自于TOM在过去一年的迅猛增长，其具有高贡献度和先驱性。后续可量化得出 8%8 \% 来自于品牌喜爱度增长，以及 3%3 \% 来自于其他综合原因。 In the comparison between 2024 and 2023, we see that the overall GMV growth is 31%31 \% , of which 20%20 \% comes from the rapid growth of TOM in the past year, which has a high contribution and pioneering nature. It can be quantified later that 8%8 \% comes from the growth of brand popularity, and 3%3 \% comes from other comprehensive reasons.
TOM和GMV增长关系模拟预测 Simulation prediction of the relationship between TOM and GMV growth
出海品牌案例（3／4）：量化效果转化类营销和品牌建设类营销分别的投资提升空间和KPI回报，评估当前营销投资效率，诊断投资最优区间 Global Brand Case Studies (3/4): Quantifying the investment potential and KPI returns for conversion-based marketing and brand-building marketing, evaluating current marketing investment efficiency, and diagnosing the optimal investment range.
发现和洞察（二） Discovery and Insight (II)
凯度帮助客户回顾了现有投资分布，其主要集中在效果转化类营销（如信息流广告、coupon推送、促销直播等），而品牌建设类营销（如电视、YouTube开屏广告等）的投资相对较少。 Kantar helped the client review the existing investment distribution, which was mainly concentrated in effect-conversion marketing (such as information flow advertising, coupon push, promotional live broadcasts, etc.), while the investment in brand-building marketing (such as TV, YouTube splash screen ads, etc.) was relatively small.
现阶段由于效果转化类营销投资较大，其对TOM和销量的贡献较为明显，而品牌建设类营销投资较少，其对 TOM和销量的贡献并不显著。但ROI角度，却不尽然。进一步分析 ROI 和投资回报曲线。模型结果显示，为进一步提升TOM，该品牌当前效果转化类营销（如信息流广告、coupon推送、促销直播等）已接近饱和（右图橙色曲线），这说明进一步投资效果类营销活动对TOM的提升并无明显帮助。 At this stage, due to the large investment in effect conversion marketing, its contribution to TOM and sales is more obvious, while the investment in brand building marketing is less, and its contribution to TOM and sales is not significant. However, from the ROI perspective, this is not entirely true. Further analysis of ROI and return on investment curves. The model results show that in order to further improve TOM, the brand's current effect conversion marketing (such as information flow advertising, coupon push, promotional live broadcast, etc.) is close to saturation (orange curve on the right), which means that further investment in effect marketing activities will not significantly help improve TOM.
而品牌投资（如电视、YouTube开屏广告等）还处在门槛值附近（右图黑色曲线），这说明品牌建设类投资对 TOM增长空间更大，需有一定布局。 However, brand investment (such as TV and YouTube splash screen ads) is still near the threshold value (black curve in the right figure), which shows that brand building investment has greater room for TOM growth and requires a certain layout.
