Core Insights - The report emphasizes the rise of "small content" as a key trend to address brand anxiety in the context of media transformation and rational consumer values [1][3] - Small content is characterized by its social engagement, rapid dissemination, and relatability to consumer life scenarios, moving away from traditional advertising [1][2] Group 1: Necessity of Small Content - Traditional large-scale advertising is becoming less effective as consumers seek authenticity and real connections, leading to a decline in trust towards overtly promotional content [11] - The shift towards small content is driven by changing consumer values, budget constraints, and the need for brands to adapt to new media forms while maintaining effective communication [12][14] Group 2: Characteristics and Definition of Small Content - Small content is defined as lightweight, human-centric, highly interactive, and easily shareable, facilitating dialogue between brands and users [18] - It emphasizes the importance of specific, relatable moments over grand narratives, allowing brands to connect more deeply with consumers [26][45] Group 3: Insights and Strategies for Brands - Brands are encouraged to adopt a friend-like approach in their interactions with consumers, focusing on long-term content IP management and value co-creation to build sustainable brand influence [3][39] - The transition from promotional messaging to user dialogue is crucial, as brands can embed their values into everyday scenarios, achieving efficient communication with lower costs [2][12] Group 4: Case Studies and Practical Applications - Procter & Gamble's emotional storytelling across 12 countries illustrates the effectiveness of small content in conveying brand warmth [2] - McDonald's creation of engaging IPs like "McNugget Hero" demonstrates how familiar language can build brand memory [2] - The use of localized dialects in outdoor advertising by STACCATO shows how small content can resonate with diverse audiences [24]

证券代码：603511 证券简称：爱慕股份 公告编号：2025-049 名 称：爱慕股份有限公司 类 型：其他股份有限公司（上市） 法定代表人：张荣明 注册资本：40,405.0612万元 成立日期：1981年10月13日 本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈述或者重大遗漏，并对其内容 的真实性、准确性和完整性承担法律责任。 爱慕股份有限公司（以下简称"公司"）于2025年10月28日召开的公司第三届董事会第十四次会议，2025 年11月18日召开的2025年第一次临时股东会，分别审议通过了《关于变更注册资本、修订＜公司章程＞ 及相关议事规则并办理变更登记的议案》。具体内容详见公司于2025年10月30日、2025年11月19日披露 于上海证券交易所网站（www.sse.com.cn）及指定媒体的《关于变更注册资本、取消监事会、修订＜公 司章程＞并办理变更登记及修订公司部分制度的公告》（公告编号：2025-041）、《2025年第一次临时 股东会决议公告》（公告编号：2025-044）。 近日，公司完成了上述事项的变更登记和《公司章程》的备案手续，并取得了北京市朝阳区市场监督管 理 ...

爱慕股份有限公司（以下简称"公司"）于 2025 年 10 月 28 日召开的公司 第三届董事会第十四次会议，2025 年 11 月 18 日召开的 2025 年第一次临时股东 会，分别审议通过了《关于变更注册资本、修订<公司章程>及相关议事规则并 办理变更登记的议案》。具体内容详见公司于 2025 年 10 月 30 日、2025 年 11 月 19 日披露于上海证券交易所网站（www.sse.com.cn）及指定媒体的《关于变更注 册资本、取消监事会、修订<公司章程>并办理变更登记及修订公司部分制度的 公告》（公告编号：2025-041）、《2025 年第一次临时股东会决议公告》（公告编号： 2025-044）。 近日，公司完成了上述事项的变更登记和《公司章程》的备案手续，并取得 了北京市朝阳区市场监督管理局换发的《营业执照》。本次变更登记手续完成后， 公司注册资本由人民币 40,655.5912 万元变更为 40,405.0612 万元。 证券代码：603511 证券简称：爱慕股份 公告编号：2025-049 爱慕股份有限公司 关于完成注册资本变更登记并换发营业执照的公告 本公司董事会及全体董事保证本公 ...

Group 1 - The core point of the article is that Aimer Group (SH 603511) held its 15th meeting of the third board of directors on December 22, 2025, to discuss the election of new members for the remuneration and assessment committee [1] - For the year 2024, Aimer Group's revenue composition is as follows: 95.22% from brand apparel operations, 3.23% from apparel processing and others, and 1.55% from other businesses [1] - As of the report, Aimer Group has a market capitalization of 6.5 billion yuan [1] Group 2 - The article highlights a significant increase in sales for the new energy heavy truck sector, with November sales experiencing a year-on-year growth of 178% [1] - The demand for these trucks is so high that customers are directly visiting factories to expedite orders, indicating a rare market situation [1]

证券代码：603511 证券简称：爱慕股份 公告编号：2025-048 爱慕股份有限公司 关于提质增效重回报行动方案的公告 本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈 述或者重大遗漏，并对其内容的真实性、准确性和完整性承担法律责任。 爱慕股份有限公司（以下简称"爱慕股份"或"公司"）为贯彻落实国务院《关 于进一步提高上市公司质量的意见》要求，积极响应上海证券交易所《关于开展 沪市公司"提质增效重回报"专项行动的倡议》《上市公司"提质增效重回报"专项 行动一本通》等相关要求，公司结合自身发展战略和实际经营情况，特制定《提 质增效重回报行动方案》（以下简称"《行动方案》"），并做好提质增效方案落 地和实施工作，以期进一步提高公司经营质量和竞争力，提高治理质效和信披质 效，更好地回报投资者和市场。2025 年 12 月 22 日，《行动方案》经公司第三 届董事会第十五次会议审议通过。具体举措如下： 一、聚焦主业，坚持长期主义 公司专业从事高品质贴身服饰及其用品的研发、生产与销售，共拥有三十余 家全资或控股子公司，4 家国家高新技术企业。公司 1993 年创建爱慕品牌，坚 持聚焦主业，深耕做精做 ...

重要内容提示： 一、董事会会议召开情况 爱慕股份有限公司（以下简称"公司"）第三届董事会第十五次会议通知和会 议材料于 2025 年 12 月 17 日以电子邮件等方式发出，会议于 2025 年 12 月 22 日在公司会议室以现场结合通讯表决方式召开。本次会议由董事长张荣明先生主 持，会议应出席董事 7 名，实际出席董事 7 名，公司非董事高级管理人员列席了 会议。 本次董事会会议的召开符合有关法律、行政法规、部门规章、规范性文件和 公司章程的规定。 证券代码：603511 证券简称：爱慕股份 公告编号：2025-047 爱慕股份有限公司 第三届董事会第十五次会议决议公告 本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈 述或者重大遗漏，并对其内容的真实性、准确性和完整性承担法律责任。 公司全体董事出席了本次会议。 本次董事会全部议案均获通过，无反对票。 任期自本次董事会审议通过之日起至第三届董事会任期届满之日止。 第三届董事会薪酬与考核委员会组成： 主任委员：赵英明先生 其他委员：郑崝先生、王凡林先生 二、董事会会议审议情况 在公司董事充分理解会议议案并表达意见后，以记名投票的表决方式通过 ...

Group 1 - The company is developing an overseas business operation system and currently has established independent overseas sites and a local site in Singapore [2] - The company plans to officially enter the TikTok US platform by June 30, 2025, launching its first localized product series for North America [2]

Core Points - The resignation of Mr. Zheng Zhai from the board of directors was due to work adjustments, but he will continue to hold other positions within the company [2][3] - The company held a temporary shareholders' meeting on November 18, 2025, where it approved changes to the registered capital and amendments to the company’s articles of association [2][3] - Mr. Zheng was elected as the employee representative director during the same meeting, with his term lasting until the end of the current board's term [3] Summary of Board Resignation - Mr. Zheng Zhai submitted his resignation report on November 18, 2025, and his resignation will not affect the minimum number of directors required for the board [2] - His resignation is effective immediately upon submission, and he has completed the necessary handover procedures [2] Summary of Employee Representative Director Election - The election of Mr. Zheng as the employee representative director was conducted in accordance with relevant laws and the company’s articles of association [3] - The election results were confirmed during the employee representative meeting held on November 18, 2025 [3] - The total number of directors who are also senior management and employee representatives does not exceed half of the total board members [3] Summary of Supervisory Board Cancellation - The company’s board of directors and the temporary shareholders' meeting approved the cancellation of the supervisory board and the corresponding amendments to the articles of association [7][8] - Following the cancellation, the supervisory board's functions will be assumed by the board's audit committee [7] - The cancellation aligns with the requirements of the Company Law regarding the absence of a supervisory board [8] Summary of Shareholders' Meeting - The temporary shareholders' meeting was held on November 18, 2025, with all procedures compliant with legal regulations [12][16] - All proposed resolutions, including the cancellation of the supervisory board and amendments to the articles of association, were passed unanimously [14][15]

Core Points - Aimer Group announced the election of Mr. Zheng Zai as the employee representative director of the company's third board of directors [2] Company Summary - The company held an employee representative meeting to elect Mr. Zheng Zai [2] - This election is part of the governance structure of Aimer Group, indicating a focus on employee representation in decision-making [2]

Core Points - Aimer Group announced the cancellation of its supervisory board and the adjustment of its registered capital and related rules during its third board meeting and the first extraordinary shareholders' meeting of 2025 [2] - The company will amend its articles of association accordingly, and the supervisory board's functions will be transferred to the audit committee of the board of directors [2]