Jing Ji Guan Cha Wang·2026-01-24 09:28Group 1 - The 12th Jin Xuan Award ceremony was held in Beijing, recognizing 20 gold award marketing cases, 6 annual awards, and 43 excellent marketing cases across various categories including creative works, public welfare and sustainable development, AIGC marketing, and brand IP marketing [2] - Notable winners include Volkswagen China and Toyota China for public welfare and sustainable development, Wuling for creative works, and Mercedes-Benz and SAIC Audi for cross-border marketing [2] - The award introduced a dual-track collection mechanism this year, combining committee nominations and enterprise applications, resulting in over 500 initial cases and 84 benchmark cases shortlisted after multiple rounds of screening [2] Group 2 - The Jin Xuan Award highlights the shift in marketing strategies in the automotive industry due to information overload and weakened traditional marketing effectiveness, emphasizing the need for "meaning reconstruction and value redefinition" [3] - The award ceremony featured the launch of the Xuanyuan Matrix, which consists of three main components: industry services, industry evaluation, and industry communication, aimed at creating a comprehensive support system for the automotive marketing sector [3] - The marketing focus is shifting towards three-dimensional values of "temperature, scale, and attitude," with an emphasis on AI technology and user experience throughout the entire vehicle usage process [3]