2026中国营销趋势报告

Group 1 - AI-driven intelligent marketing has become the underlying operating system for marketing, enhancing efficiency and user insights significantly, as demonstrated by Lenovo's content production efficiency improvement of over 50% and a nearly 5-fold increase in output [1][14][15] - Trust has emerged as a core competitive asset for brands, with long-term value delivery and sincere communication being essential for rebuilding consumer trust, as exemplified by the "dare to guarantee" strategy of Xiaoguan Tea [2] - Human-centric marketing and IP-based operations are crucial for brands to establish intimate relationships with users, illustrated by JD's successful integration of personality-driven marketing with shopping experiences [3] Group 2 - Brands must become "social currency" within specific community circles to achieve growth, as shown by Guoquan's collaboration with children's art activities, enhancing brand recognition among parent groups [4] - Empowering stakeholders for co-creation and win-win outcomes is fundamental for sustainable growth, as demonstrated by Anchor's collaboration with the healing IP "Little Bear Bug" to empower B-end clients in the baking industry [5] - The construction of a marketing knowledge base is essential for digital transformation in marketing, enabling companies to respond agilely to market changes and leverage structured knowledge for better collaboration with AI [12][13]