灵狐CEO解读品效销一体化:从双11增长成果，洞见营销确定性

Core Insights - The 2025 Double 11 event marks a shift from a "traffic-driven" business model to a "value-driven" mindset, emphasizing the need for integrated marketing strategies to navigate market uncertainties [2] - The CEO of Linghu, Jin Yu Zhong, highlights that the changes observed during this year's Double 11 will significantly impact the market for the next few years [2] Group 1: Key Capabilities for Growth - The first core capability is to embrace change through cognitive innovation and enhance market insight capabilities, allowing marketing companies to view uncertainty as an opportunity for growth [3] - The second core capability is the integration of brand effectiveness and sales, which maximizes marketing efficiency and collaborative value, ensuring smoother execution across the marketing chain [4] Group 2: Essential Skills for Implementation - Companies need to enhance three core capabilities: - Data insight capability, which is crucial for decision-making in a complex consumer market [5] - AI tool application capability, which serves as both an internal optimization tool and an external user engagement channel [5] - High-quality content creation capability, which is essential for connecting brands with consumers and gaining platform traffic [6] Group 3: Marketing Efficiency Focus - The essence of marketing is to efficiently solve supply-demand matching issues, ensuring that quality brands and products reach consumers effectively [8] - The integration of brand effectiveness and sales is seen as an inevitable trend in the marketing industry, with the choice of execution partner being secondary to the need for efficiency [8] Group 4: Key Operational Focus Areas - Companies should solidify foundational operations, including e-commerce platform management, traffic management, and supply chain collaboration, to ensure overall efficiency [9] - Staying attuned to new traffic dynamics is crucial, as traffic flows change with user preferences and platform tools [9] - Emphasizing the emotional and cultural resonance in consumer needs is vital for effective brand marketing [9] Group 5: Linghu's Strategic Positioning - Linghu possesses a combination of systematic capabilities and marketing experience, allowing it to adapt to market changes and support brands in achieving stable growth [10] - The future of marketing will see increased consolidation within the industry, necessitating companies to strengthen their core capabilities to remain competitive [11] - Linghu aims to deepen its focus on integrated marketing and core capability development to adapt to the evolving competitive landscape [11]