从“铺渠道”到“锚行业”：2026营销人的思维升维

Core Insights - The digital marketing industry in China is experiencing significant growth, with the market size expected to reach approximately 1.2 trillion RMB by 2025 and 4.8 trillion RMB by 2030, despite challenges faced by brands due to intense competition for traffic [3][4] - The rise of the HarmonyOS ecosystem, which has captured an 18% market share in the smartphone operating system market, presents a new opportunity for brands to escape the cycle of traffic competition and regain growth [4][9] - The gaming industry is facing increasing user acquisition costs, with a reported 86.6% year-on-year increase in spending on user acquisition for the top 100 mobile games in the first half of 2025, while user retention and conversion rates have not kept pace [6][14] Industry Challenges - Brands are struggling with resource misallocation and declining conversion efficiency due to a focus on traffic competition, leading to a paradox where market growth does not translate to individual brand growth [3][4] - The e-commerce sector is experiencing a disconnect between traffic costs and profits, with high public traffic costs eroding already thin margins, while private traffic engagement is hindered by platform barriers and user attention fragmentation [6][14] - Various industries, including finance, tourism, and lifestyle services, are in need of innovative solutions to address unique user value challenges and break free from traditional traffic-driven models [6][14] Solutions and Strategies - The "Whale Harmony Dynamics" initiative aims to provide tailored solutions for five key industries: gaming, e-commerce, finance, tourism, and lifestyle services, enhancing commercial growth logic within the HarmonyOS ecosystem [8][17] - The transition from a "traffic mindset" to a "value mindset" is emphasized, with a focus on understanding user intent and leveraging data science to create a comprehensive digital life map for brands [10][11] - The implementation of AI-driven insights and decision-making processes is set to transform marketing strategies, allowing for real-time data feedback and a shift from traditional advertising to contextually relevant service delivery [11][12] Growth Methodology - A replicable growth methodology is proposed, focusing on deep user insights, precise scene engagement, and long-term asset management, aiming for continuous user interaction throughout their lifecycle [14][15] - Case studies demonstrate the effectiveness of this methodology, such as the gaming industry example where targeted strategies led to a 48% increase in conversion rates and significant user engagement [14][15] - The Whale Harmony Dynamics initiative is positioned as a bridge between developers, users, and the commercial value ecosystem, leveraging AI and data science to build sustainable competitive advantages for partners [16][17]