圣峰集团CEO何圣洁：定义下一代明星与品牌的共生关系

Core Insights - The entertainment industry in China has been a powerful and imaginative sector, creating immense wealth and opportunities for individuals, companies, and brands [1] - The industry is closely linked to public sentiment and cultural shifts, acting as a "chemical laboratory" for social psychology [1] - Shengfeng Group is a new strategic public relations company focused on entertainment culture insights and cross-domain resource integration, aiming to be a strategic partner in entertainment marketing [1] Company Development - Shengfeng Group was established in 1997, initially connecting with the Hong Kong music scene and gradually expanding into concert planning, operation, and promotion [4] - The company has developed a strong foundation in entertainment marketing, particularly in the Hong Kong and Taiwan entertainment circles [4] Innovative Collaboration - Shengfeng Group differentiates itself by evolving traditional brand and artist collaborations into diversified value co-creation projects, moving beyond mere endorsement to joint investment in content creation [4][5] - An example includes the 2023 Halloween-themed pop-up event "UNDER THE CASTLE," which creatively combined brand characteristics with immersive experiences, enhancing brand visibility and fan engagement [5][8] Scene-based Marketing - The company is transforming concerts from mere performances into deeply operable cultural scenes, integrating culture, technology, and service into comprehensive experiences [9] - Shengfeng Group aims to create unique memories and social hotspots through multi-domain empowerment, especially during significant events like the 2024 Paris Olympics [9] Artist IP Development - The company focuses on developing artists' IP by converting their influence into sustainable cultural and commercial assets, including merchandise and collaborative projects [18] - Initiatives include launching personal brands, publishing autobiographies, and curating themed art exhibitions, enhancing emotional connections with fans [18] Crisis Management - Shengfeng Group employs a proactive defense system for crisis management, prioritizing the long-term image of artists and the safety of fans [24][25] - The company emphasizes transparent communication and systematic risk assessment to preemptively address potential public relations issues [25] Future Vision - The company plans to continue leveraging music as a core element while expanding cross-domain resource integration and innovative collaborations [26] - Shengfeng Group aims to redefine the symbiotic relationship between stars and brands, creating new cultural consumption experiences that resonate with fans [26]