最近，全运会圆满闭幕了！ 这场在粤港澳大湾区举办的体育盛会，是史上规模最大、承办城市最多的一届，更在传播端交出了亮眼成绩单：全网相关报道点击量突破411亿，开闭幕 式累计吸引近2亿人次观看，连吉祥物"大湾鸡"也火出圈，成了全民爱用的表情包主角。 赛场内运动员奋力拼搏的同时，赛场外的品牌较量同样精彩。在这场流量盛宴中，有哪些创意营销呢？品牌又是如何借助体育IP实现从"曝光"到"共鸣"的 价值跃迁呢？ 网络图片：全运会闭幕式 官方品牌的创新突围 作为赛事官方合作伙伴，头部品牌正突破传统的权益营销思维，转向更深度的用户价值创造。 咪咕：从"转播者"到"观赛搭子"的角色蜕变 作为官方持权转播商，中国移动咪咕完成了一次从内容渠道到"服务伙伴"的升维。其关键动作在于以技术+内容双轮驱动，构建沉浸式观赛场景： 开幕式千架无人机天幕秀打造线下事件营销峰值体验； 线上端通过AI轨迹追踪、多机位自由视角等技术，将观赛主导权交还用户； 组建奥运冠军+区域明星的解说矩阵，实现专业性与亲切感的平衡。 这种从"播什么看什么"到"怎么看由你定"的服务化转型，本质上是对用户深度陪伴需求的回应，使品牌从赛事管道进阶为体验共建方。 网络图片：咪 ...

Core Insights - The "longest" Double 11 shopping festival concluded this week, showcasing a surge in consumer enthusiasm and the evolution of live e-commerce amid efforts to boost domestic demand and investment efficiency [1][3] - Total e-commerce sales during the Double 11 period (October 7 to November 11) reached 1.695 trillion yuan, a year-on-year increase of 14.2%, with Tmall, JD, and Douyin leading in sales [1][4] - The live e-commerce sector is transitioning from a "traffic-driven" model to a "content-driven" and "value-driven" approach, facing challenges such as regulatory tightening and peak user growth [3][4] E-commerce Sales Performance - The total e-commerce sales during this year's Double 11 reached 1.695 trillion yuan, marking a 14.2% increase compared to the previous year [1] - Tmall, JD, and Douyin ranked as the top three platforms in terms of overall sales [1] - The live e-commerce market growth rate is projected to decline from 121.1% in 2020 to 17.7% by 2025, indicating a shift towards efficiency-driven operations [4] Challenges in Live E-commerce - The competition in live e-commerce is increasingly focused on existing market share as user growth stabilizes, leading to a common industry challenge of "where does traffic come from?" [1][3] - Service and product quality have emerged as significant challenges during the Double 11 period, with complaints on e-commerce platforms rising by over 10% compared to the previous month [4] Innovative Strategies in Live E-commerce - Influencer Jia Nailiang's approach during Double 11 included innovative content strategies, such as interactive performances and product testing, to enhance viewer engagement and drive sales [6][9] - Jia's live streams featured a variety of entertainment elements, breaking away from traditional sales formats and creating memorable experiences for consumers [6][9] - The use of a "matrix account" strategy allowed for increased sales, with total sales exceeding 1 billion yuan during the event [7][8] Trust and Consumer Engagement - Jia Nailiang's team emphasizes a "trust-driven" model, focusing on product quality and transparent processes to build consumer confidence [9][11] - The team has implemented a rigorous selection process for products, ensuring traceability and quality assurance, which has become a core competitive advantage [9][10] - Engaging consumers through interactive pricing negotiations and live feedback has further strengthened the relationship between the brand and its audience [11][12] Social Responsibility and Community Engagement - Jia Nailiang's initiatives extend beyond sales, incorporating social responsibility and community engagement into his live e-commerce strategy [13][14] - The integration of charity and support for rural economies has positioned Jia as a leader in blending commerce with social impact, addressing both consumer needs and community welfare [14]

Core Insights - The core purpose of management is to enhance efficiency through collaboration rather than division in the digital age [1] Group 1: Characteristics of Effective Collaborative Managers - Action-oriented: Trust is built through actions, and managers must demonstrate cooperation and problem-solving to inspire team members [3] - Results-focused: Managers need to help each member achieve their goals, ensuring that collaboration leads to tangible outcomes [4] - Willingness to listen: Effective managers seek external advice and respect contributions from others, fostering a collaborative environment [5] - Growth-oriented: A growth mindset is crucial for organizations to achieve sustained growth in uncertain business environments [6] - Appreciative: Managers who recognize and appreciate the strengths of their team members can foster collaboration and motivation [8] Group 2: Suggestions for Cultivating Effective Collaborative Management Behaviors - Gray management: This skill involves balancing various conflicts and fostering innovation through inclusivity [10] - Empowerment and trust: Establishing a culture of trust through delegation is essential for collaborative management [11][12] - Incentivization and activation: Organizations should implement systems that encourage creativity and collaboration among employees [14] - Technological platforms: Digital and platform technologies are vital for enabling collaboration and ensuring that team members have access to shared information [15] Group 3: Challenges in Collaborative Management - The primary challenge lies not in skills but in the mindset of managers, who must focus on creating value and enhancing overall efficiency [16]

● 本报记者 马爽 期现融合：破局传统贸易的转型密码 近年来，在杭州这片创新的热土上，以热联集团、物产中大化工、嘉悦物产集团为代表的企业，正通过 将期现结合基因深度植入企业"血液"，完成从传统贸易商到现代产业服务商的蜕变。 作为浙江省属大型国有控股企业物产中大集团的核心成员，物产中大化工自2005年成立以来，始终深耕 化工、粮油、轮胎等领域的供应链与产业链服务。据公司交易管理部负责人高泉都介绍，作为国内期现 结合领域的创新实践者，物产中大化工自2007年涉足期货市场后，在集团及期货交易所的专业支持下， 走出了一条独具特色的发展道路。 "从最初单一期货套期保值的探索，到如今构建起涵盖基差贸易、场内外期权交易、虚拟工厂运营、产 业链加工费锁定等多元化业务模式，我们完成了从工具应用到体系构建的跨越。"高泉都如是说。 "没有风险管理的贸易是'裸露的冲锋'。"嘉悦物产集团有限公司总经理助理叶辰的这句话，道出了企业 将期现结合基因植入发展血脉的初心。作为专注能化、黑色、农产品等大宗商品领域的现代产业综合服 务商，嘉悦物产集团上游连接国内外生产商，下游服务中小型加工制造企业。 叶辰回忆，企业创立的契机源于对产业客户痛点的深 ...

Core Insights - The article discusses the evolution of the Double 11 shopping festival on Douyin, highlighting innovative strategies brands are using to engage consumers and drive sales [2][3][25] - It emphasizes the shift from traditional sales tactics to a focus on value co-creation and long-term brand building through live streaming [13][15][23] Group 1: Brand Engagement Strategies - Brands are leveraging live streaming to create immersive experiences, such as integrating short dramas and performances into their broadcasts, which enhances consumer engagement [6][11][9] - The use of "variety show expressions" in live streaming has become a key growth strategy, with programs like "Double 11 Sprint" featuring popular entertainment figures to attract viewers [11][13] - Successful live streaming events have led to significant sales increases, with 52,000 merchants doubling their sales during this year's Double 11 [15][28] Group 2: Operational Changes in E-commerce - The article notes a critical shift in brand management, where brands regain control over their marketing strategies, moving away from reliance on external influencers [14][23] - The profit structure is healthier in live streaming, allowing brands to allocate profits flexibly, enhancing consumer value while investing in content innovation [14][15] - The integration of content and commerce has improved efficiency, with a 225% increase in sales on the platform during Double 11, demonstrating the effectiveness of the "content-driven commerce" model [18][20] Group 3: Long-term Value Creation - The article highlights that the content created during Double 11 will continue to drive traffic and sales long after the event, emphasizing the importance of content as an asset [22][28] - Brands are increasingly recognizing that their investments during Double 11 contribute to long-term growth and brand equity, rather than just immediate sales [23][31] - The ecosystem on Douyin is evolving to support diverse business models, allowing smaller and mid-sized brands to thrive without heavy reliance on high-intensity advertising [27][28] Group 4: Future Outlook - The future of e-commerce competition will focus on ecosystem resilience and operational efficiency rather than just short-term sales figures [31][32] - The article suggests that the evolving Douyin ecosystem will continue to foster deeper connections between brands and consumers, driven by high-quality content and emotional engagement [31][32]

Core Viewpoint - The implementation of the new "National Nine Articles" has led to a significant transformation in the securities industry, shifting from a "channel intermediary" role to one of "value co-creation," particularly in supporting technology innovation [2] Policy Orientation - The strategic positioning of technology finance has been significantly strengthened, with the new "National Nine Articles" emphasizing the need for capital markets to support "high-quality economic development" and "Chinese-style modernization" [3] - The China Securities Regulatory Commission has introduced a "1+N" system to guide resources towards the technology sector, requiring securities firms to transition from intermediaries to value discoverers [3] Capability Development - A "dual-driven" phenomenon between investment and investment banking has emerged, with securities firms focusing on "early, small, long-term, and hard technology" investments [3] - Investment banking departments are shifting from prioritizing the number of sponsorships to focusing on asset pricing and long-term support, enhancing project discovery and due diligence accuracy [3] Regulatory Drivers - The current environment of strict compliance and risk control is reshaping the logic of how the securities industry supports technology innovation [4] - The introduction of mechanisms such as co-investment by sponsors in the Sci-Tech Innovation Board and Growth Enterprise Market is guiding the behavior of securities firms towards more standardized practices [5] Industry Integration - The market ecosystem is being restructured under policy guidance, leading to differentiated service capabilities among securities firms [5] - Major securities firms are building comprehensive service chains that cover the entire lifecycle from domestic to international markets, while boutique investment banks focus on niche sectors like semiconductors [5] Future Trends - The securities industry is evolving from providing singular financing services to co-creating innovation ecosystems [5] - Innovative financial instruments such as REITs and Sci-Tech bonds are emerging, with companies like CITIC Securities issuing the first batch of 2 billion yuan in Sci-Tech bonds by 2025 [5] Collaborative Networks - Securities firms are increasingly collaborating with local governments and private equity/venture capital to establish regional innovation funds, creating a tight-knit network among "policy-capital-industry" [6] - The logic of the securities industry's service to technology innovation has profoundly changed, leading to a more open, collaborative, and long-term value-focused capital market ecosystem [6]

发挥龙头企业带动作用，加速推进海洋装备 产业提质升级。图为工作人员在海油工程天津智能制造基地制管作业车间内操控设备。 发挥龙头企业带动作用，加速推进海洋装备产业提质升级，图为工作人员在海油工程天津智 能制造基地制管作业车间内操控设备，习近平总书记强调，科技创新与产业创新深度融合是 发展新质生产力的基本路径。 习近平总书记强调，科技创新与产业创新深度融合是发展新质生产力的基本路径。当前，随着互联网、 物联网和人工智能等技术的成熟与扩散，出现了一种以高科技企业为核心、众多互补性企业持续融入的 技术生态，通过打破传统边界、促进知识共享，为科技创新与产业创新融合提供了现实载体。而驱动这 一生态持续运行并创造超额价值的内在引擎，是一种被称为"新型生态经济租"的新型收益机制。 新型生态经济租有别于传统经济租 经济学上的租，是经济学用来表示社会财富增长的一个主要标志，是确保企业获取充足利润的前提。目 前传统产业形态中最常见的经济租有三种：其一为李嘉图租，强调企业主要是依靠所掌握的稀缺性和差 异性资源来获取高于竞争对手的产业利润，突出获取独特生产要素的重要性；其二为垄断租，强调企业 主要依靠直接对市场干预，通过垄断获取产业利 ...

Core Insights - The 8th China International Import Expo (CIIE) highlights Johnson & Johnson's evolution from a first-time exhibitor to a long-term partner in China's healthcare industry, showcasing over 1,000 innovative products over the years [1][5] - Johnson & Johnson is focusing on three main areas: surgery, cardiology, and ophthalmology, aligning its strategy with global objectives while emphasizing local partnerships and innovation [2][5] Group 1: Johnson & Johnson's Participation in CIIE - Johnson & Johnson has showcased over 1,000 innovative products at CIIE, including hundreds of products making their global debut [5] - The company emphasizes a shift from solely importing products to collaborating with local enterprises, integrating into China's innovation ecosystem [1][5] - The CIIE serves as a vital platform for accelerating the commercialization of innovative products, with a focus on high-quality healthcare solutions [6][7] Group 2: Strategic Partnerships and Market Dynamics - The Chinese medical device market is undergoing structural changes, with local innovation gaining momentum and cross-border collaborations becoming essential for success [7][10] - Johnson & Johnson's partnerships with local companies, such as the collaboration with RuLong Surgical, exemplify the shift from competition to strategic cooperation [8][10] - The company aims to leverage local expertise and resources to enhance product reliability and brand reputation while accessing global commercialization networks [10][11] Group 3: Future Opportunities and Challenges - The aging population and increasing demand for high-quality healthcare services present significant opportunities for growth in China's healthcare market [12] - Johnson & Johnson is committed to deep localization and open innovation, recognizing that the era of one-way technology transfer has ended [12] - The company plans to introduce a series of digital healthcare products, reflecting China's strong performance in digitalization [12]

Core Insights - The opening of the sixth-generation global digital trade center marks a significant upgrade for Yiwu, often referred to as the "world supermarket" [1] Group 1: Changes in Trade Dynamics - The trade model in Yiwu has evolved from traditional "sit-and-wait" merchants to proactive "cloud merchants" engaging in cross-border live streaming [2] - The introduction of AI applications, such as design and video translation, has empowered over 10,000 merchants, significantly enhancing product development efficiency by three times [2] Group 2: Product Focus Shift - Merchants are moving away from the "low-margin, high-volume" model to emphasize design, research, and brand development, collaborating with customers to create products [4] - There is a noticeable improvement in the quality of Yiwu products, with foreign buyers expressing interest in advanced items like drones and robotic equipment [4] Group 3: Global Market Role Transformation - Yiwu has transitioned from being merely a starting point for Chinese goods to a crucial logistics hub and trade coordination center along the Belt and Road Initiative [6] - The "Yi Xin Ou" China-Europe freight train service has seen an 18.3% year-on-year increase in trips during the first three quarters of the year, enhancing Yiwu's connectivity with global markets [6] Group 4: Consistent Underlying Factors - The enduring commercial instincts of Yiwu merchants remain intact, allowing them to quickly adapt to market trends and consumer demands [7] - The flexible supply chain and collaborative production networks continue to be a significant advantage for Yiwu, enabling rapid product development and delivery [8] - The proactive service mindset of the Yiwu government has been a constant, focusing on creating a supportive environment for market participants through infrastructure and policy improvements [9]

Group 1: Changes in Trade Dynamics - The trade model in Yiwu has evolved from traditional "sitting merchants" to "cloud merchants," with merchants now engaging directly with global consumers through live streaming and digital platforms [1] - The introduction of AI applications in Yiwu's international trade city has significantly enhanced operational efficiency, with one jewelry store reporting a threefold increase in new product development efficiency [1] - The global trade center has registered over 30,000 users, with AI product usage exceeding 1 billion times [1] Group 2: Product Development Focus - Yiwu merchants are shifting from a "low-margin, high-volume" strategy to emphasizing design, research, and brand development, collaborating with downstream clients to create products [2] - There is a noticeable improvement in the quality of Yiwu products, with foreign buyers expressing interest in advanced items like drones and robotic equipment [2] - The transition from "manufacturing" to "intelligent manufacturing" reflects a pursuit of higher product value [2] Group 3: Global Market Position - Yiwu has transformed into a crucial logistics hub and trade coordination center along the "Belt and Road" initiative, moving beyond being just a starting point for Chinese goods [3] - The "Yi Xin Ou" China-Europe freight train service has seen an 18.3% year-on-year increase in trips during the first three quarters of the year, enhancing Yiwu's connectivity with global markets [3] Group 4: Consistent Core Values - The enduring commercial instincts of Yiwu merchants remain unchanged, as they continue to adapt quickly to market trends and consumer demands [5] - The flexible supply chain and collaborative production networks in Yiwu allow for rapid product development and delivery, maintaining a competitive edge [7] - The proactive service mindset of the Yiwu government has been a constant, focusing on creating a supportive environment for market participants through infrastructure and policy improvements [8] Group 5: Economic Resilience - Yiwu exemplifies the resilience and vitality of the Chinese economy, showcasing confidence and strength in navigating economic challenges [9]