Xin Lang Cai Jing·2025-12-04 19:16Core Insights - In 2025, brands are shifting from traditional marketing strategies to more innovative and engaging approaches that resonate with consumers' emotions and preferences [1][2] - Successful marketing now involves creating participatory events and leveraging user-generated content to enhance brand visibility and connection [1] Group 1: Case Studies of Innovative Marketing - Mixue Ice City: The brand's IPO was marked by a lively event featuring various IPs, breaking the traditional solemnity of such occasions and enhancing brand relatability among younger consumers [1][2] - Haier: The brand effectively utilized the "listening to advice" strategy by having its CEO return to social media, which resonated with users and boosted product sales [3][5] - Yike Spring: The brand creatively linked its marketing to a popular drama, using a pun on its spokesperson's name to enhance product appeal and engagement [4][7] Group 2: Sports and Event Marketing - Yili: The brand transformed traditional sports marketing by integrating long-term engagement strategies with current events, creating a relatable brand image [10][11] - Sanjiao Weitai: The brand capitalized on a trending drama to create a humorous and engaging marketing campaign that resonated with viewers, enhancing brand affinity [11][13] - Gaotu Education: The collaboration with a celebrity for an English course showcased a new model of education marketing that combines entertainment with learning [16][15] Group 3: User-Centric Marketing - Xiangpiaopiao: The brand's partnership with a popular figure demonstrated the effectiveness of user-driven marketing, enhancing consumer connection and brand perception [16][18] - Zhuanzhuan: The brand's strategic business shift was cleverly marketed, turning a potential negative into a viral advertising opportunity [18][20] - Luckin Coffee: The brand's dramatic marketing campaign involving a partnership and subsequent "divorce" with another brand created significant buzz and consumer engagement [22][23] Group 4: Competitive Landscape in Delivery Services - JD.com, Meituan, Ele.me: The competition in the food delivery market intensified with aggressive pricing strategies and targeted marketing campaigns, each brand leveraging unique selling propositions to attract consumers [25][23] - Market Dynamics: The shift towards local and immediate retail services reflects changing consumer behaviors, with brands adapting to meet the demand for convenience [25]