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In-depth · Marketing BreakdownWhere emotion-driven social marketing works: Where the next growth curve lies
Where emotion-driven social marketing works has been gaining momentum. Data shows that in Q1, market size grew yoy by 12.6%, and industry attention is clearly rising. This piece breaks down where the next growth curve lies using public information and platform data.
Supply-side changes are equally visible. JOOCYEE’s layout in Beijing, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.
On the data side, market size grew yoy by 12.6%, with month-on-month improvement through Q1. This suggests where the next growth curve lies is a structural trend rather than short-term noise.
| Metric | Value | Note |
|---|---|---|
| Core metric | 12.6% | Q1 data |
| Brand to watch | JOOCYEE | Beijing market |
| Outlook | Structural upcycle | Where the next growth curve lies |
For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as Beijing; and treat compliance and data capability as the new moat.
Bottom line: where emotion-driven social marketing works is moving from concept to execution — where the next growth curve lies. Brands should review strategy before Q1 and prioritise channels and segments with higher certainty.
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