Media Communications Effect of CICPE 2022
Image sources： Official publicity pictures of exhibitors
According to Miaojian Database， there were 488，502 pieces of media information related to the Second China International Consumer Products Expo （CICPE 2022）。 The fashion life and international exhibition areas received most attention。 L‘Oréal， iFLYTEK and JD。com took the top three spots in terms of media buzz。
by Miaojian Research
01
Larger in Scale
On July 30， CICPE 2022 concluded in Haikou， capital of South China’s Hainan province。
The exhibition area， number of visitors， exhibitors， boutique brands and journalists of this year‘s expo all exceeded the first one。
Meanwhile， the 2nd Expo focused more on the debut of new products， with 177 new product launches and displays held and the number of new products reaching 622。 This year’s Expo set up a national goods pavilionto highlight domestic high-quality products and time-honored brands， so as to provide a stage for Chinese brands and Chinese companies to display and go global。
According to Miaojian Database， a total of 488，502 pieces of information related to the Expo were tracked from July 26 to July 30， 2022。 Among them， the volume of news articles generated by state-run media accounted for more than 52%； the cumulative volume of views of multiple trending topics on Weibo was 250 million； and， the volume of video playbacks of trending topics on short video platforms such as Douyin， Kuaishou， and Bilibili was 100 million。
Media communications featured that the central media， finance and business media， and Hainan local authoritative media were the main force， while news APPs and short video news platforms performed very actively。
Overall，
authoritative media paid more attention to the second Expo than the first
， with diversified publicity methods and in-depth contents。 Such words as “global”， “boutique”， “international”， “platform”， “openness”， and “opportunity” were most high-frequency words in media coverage。 The theme of letting global businessmen share the opportunities in the Chinese market fueled public opinions and held continued attention on the Expo。
Below is an overview of media communications of this Expo:
Total news volume：
488,502
SOV of state-run media：
52%
Total engagements on Weibo：
290,000+
Total volume of reads on WeChat：
1.06 million+
Page view of topics on Weibo platform：
250 million+
Playback volume on short video platforms：
100 million+
Most-watched sub-exhibitions：
Fashion life and international exhibitions
Most discussed brand：
L'Oréal
Most widely sourced media：
Xinhua News Agency
Media with most engagements on social platforms：
CCTV News
The hottest topic of this year‘s CICPE：
The 2nd CICPE committed to unlocking consumption potential and boosting global development.
02
List of Top 50 Companies： Foreign companies accounted for 60%； fragrance flavor and cosmetics， transportation and distributor groups replaced luxury goods， medical health and cross-border e-commerce as the top three sectors
The fragrance flavor and cosmetic brand L’Oréal ranked first in terms of media buzz index， while iFLYTEK （service consumption） and JD。com （e-commerce） ranked followed at second and third， respectively。 L‘Oréal has taken the top spot on the list of companies for two consecutive years。
Fragrance flavor and cosmetics， transportation and distributor groups （distribution channels and duty-free groups） had the most companies in the Top 50 list， accounting for nearly 40% of the total。 The top three sectors on the list were quite different from those of the first expo， which indicated changes in the domestic consumption environment。
Among the companies on the list， 20 were from China， accounting for 40%。 Among the foreign companies listed， there were 20 from the U。S。， the UK， France and Italy， accounting for 40% of the total。
The UK and Italy both had four companies on the list， which were from service， automobile and luxury goods sectors， such as EY， PwC， Rolls-Royce Motor Cars， Maserati and Ferrari。
Among the 20 Chinese companies on the list， most were e-commerce groups and distributors， such as JD。com， Tmall。com， Hainan Tourism Investment Duty Free Co。， Ltd。， China Duty Free Group， and GDF Plaza。
Among the seven U。S。 companies on the list， most were cosmetic and luxury brands， such as Estee Lauder， Tapestry and Coach。
Among the five French companies on the list， most were cosmetic and liquor brands， such as L’Oréal， Danone， Karl Lagerfeld and Lancme。
03
List of Top 20 Executives： 80% of the senior executives on the list were from foreign companies。 They all held strong belief that the CICPE has been playing a significantly active role in promoting the development of consumer markets at home and abroad as well as consumption upgrades。
END
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References and Descriptions:
Note 1： The list of exhibitors was from the official website of the CICPE， while the information about the exhibitions the exhibitors participated in and the countries they came from was obtained from 1） the “List of Key Exhibitors and Brands at the Second CICPE” on the official website of the CICPE； 2） the list of exhibitors participating in the expo online and strategic partners on the official website of the CICPE； and 3） data monitored and integrated by Miaojian Database。
Note 2： All data in the Report were collected in accordance with the criterion of “（CICPE or CICPE + exhibitors） ^ matched keyword combinations appeared both in the headline and the same paragraph of the text” so as to ensure data selection accuracy。
Note 3： The calculation of the index was weighted by the news volume （originals + reprints） of traditional media channels and engagements on social platforms （including but not limited to views， reprints， comments， likes and bullet screens）。
Note 4： All data in the Report stemmed from information released by various media/we media/institutions/groups/individuals through public channels， infographic and text messages， video & audio， and Q&As。 Information monitoring and integration were provided by Miaojian Database， covering all mainstream media channels in China。
