编辑 | 乔芊 一个本土品牌的破局与成长之路。 作者 | 任彩茹 即便在工作日，位于上海市黄浦区淮海中路的Songmont（山下有松）旗舰店，门口也常会排起等待进店的队伍，有时甚至会排到隔壁。许多路过的人表示 不解，"这牌子怎么火到这个程度上了？" 这样的客流高涨，已经从年初持续到现在。相对应的，山下有松出现在公众视野里的密度也越来越高：9月份，LVMH董事长阿尔诺现身上海前滩太古里的 山下有松门店，购买了两款包袋；10月，山下有松在巴黎举办"远山有声SONG of MONT"品牌展，连续第二年出现在巴黎时装周；刚刚落幕的双11大 促，它又一次登上天猫箱包服配销售榜的TOP1。最近，山下有松正式推出香氛产品线，品类扩张再进一步。 一位消费投资人告诉36氪，自己接触的很多创业者喜欢山下有松，"比如拍产品海报时会特意用它们的包做背景或搭配。"他们喜欢它的品牌和产品，但更 喜欢它同为"创业者"。 这家成立于2013年的新消费品牌，正像泡泡玛特、老铺黄金一样，某种程度上代表着新一代的中国消费品牌——不再只作为国际大牌的"平替"，而是在本 土和海外构建自己的品牌影响力。 彭博在本月的一篇报道中引据BigOne Lab的 ...

演员阵容方面，前作女主、抖音千万粉头部达人彦儿强势回归，以其自带的庞大流量基础与角色号召 力，为剧集奠定了高关注度基石。此次她搭档有着"前夫哥"之称的实力派演员徐海乔，两大流量担当强 强联合，既覆盖了抖音、微博、小红书等多平台用户，更精准触达20-39岁核心女性受众群体，与华帝 的目标消费人群高度契合。 剧情设定上，短剧跳出传统甜宠框架，创新地融入"古穿今"与轻喜剧元素，打造极具代入感的"乙游"风 味剧情。女主为争取华帝投资，试图复刻祖传《宫廷食谱·九式》，却意外与穿越而来的古代御厨沈宴 开启同居生活。从初遇到彼此守护，美食成为串联两人情感的核心纽带，而华帝厨电则全程见证这段跨 越时空的爱恋。将甜宠爱情与生活治愈感相结合，使得剧情既贴合当下用户的情感需求，又为产品植入 提供了丰富且自然的场景。 品牌理念深度传递 作为华帝内容营销的核心载体，《御厨大人请指教》延续了前作的植入策略，将烟机K10、一键爆炒灶 507H、蒸烤一体机V5Pro、洗碗机D3000max尊享版及热水器G10五大产品，无缝融入剧情发展的关键节 点，让产品功能与使用场景自然呈现，实现"用产品助力剧情，用剧情传递价值"的营销目标。 当快节奏的生 ...

获客是所有企业的刚需，自从生成式AI大模型出现之后，AI+获客=AI获客，就更上一层楼了。但是，究竟什么才是真正 有效的AI获客？ 市场上对于AI获客的理解，存在一个普遍的误区——很多人认为就是用AI技术去互联网上抓取、寻找所谓的"潜在客户"。 这种做法不仅在法律边缘游走，从效率角度来讲也是极为低效的。 低效的原因在于，这种方式需要不断地吸收新数据，同时又要不断地进行筛选。更重要的是，从技术积累角度看，这种方 法难以形成持久性的沉淀。由于其方法论处于灰色地带，无法在阳光下正常、持续地迭代更新，因此很难成为个人、团队 或公司可长期依赖的储备方法论。 我们理解的AI获客 我们对AI获客的理解截然不同：主动且正面营销，被动接收客户咨询并筛选客户。 主动且正面营销，在生成式AI大模型出现之前，确实是件非常消耗人力、物力和财力的事情。但当AI技术成熟后，这件事 不仅变得高效，而且还非常经济实惠。 对于企业来说，好的产品永远是根本，是那个1。而好的产品配上主动且正面的营销，才能实现1+1>2的效果，这个"1"后 面才能出现N多个0。主动且正面营销，就是要把品牌故事讲好，把产品价值讲清楚，这才是高级且朴素的营销方式，才 是 ...

Group 1 - The core viewpoint of the articles highlights the significant performance of new products during this year's Double Eleven shopping festival, with many brands experiencing explosive growth in sales [1][2]. - Consumers are shifting their skincare preferences from "large sets" to "single products," favoring personalized combinations, particularly focusing on moisturizing and repairing products during the seasonal transition [2][4]. - Natural skincare brand Chando launched a new oil mask priced at 99 yuan for 12 pieces, which sold over 100,000 units on the first day of Double Eleven, showcasing a nearly 30% year-on-year increase in GMV from the previous year [4][6]. Group 2 - The new oral care brand Beisi achieved remarkable success with its newly launched blue light toothbrush, selling out at a price of 999 yuan during the Double Eleven promotion [5][6]. - Beisi's overall sales on Tmall increased by over 70% compared to last year's Double Eleven, attributed to effective product differentiation and the strategic use of content marketing through Li Jiaqi's livestream [6][11]. - The brand implemented a trade-in program to encourage consumers to try their higher-priced electric toothbrushes, which typically have a market share of only 5% for products priced above 900 yuan [9][10].

如今，随着短视频和直播的盛行，越来越多的商家布局线上平台，探索用短视频、直播等形式经营自家生意，以 提升品牌曝光度和吸引客流。 例如，今年国庆期间，北京稻香村借助抖音节庆营销，推出天坛联名礼盒。这场 "文旅+老字号"的跨界合作，不 仅让天坛这一文化IP焕发新活力，更让北京稻香村在抖音实现了销售额超1000万、同比增长50%的销售佳绩。今 年4月，初色海鲜自助火锅加大抖音运营力度，单月拿到2000多万的曝光量。 这两年，快速崛起的冰淇淋连锁品牌野人先生在全国各地陆续开店，截至目前，品牌总共1000多家店入驻抖音， 在抖音实现了统一上新和统一卖券等管理模式。连锁店通过多账号矩阵或区域化内容运营，形成"连锁效应"，即 一个门店的视频爆火后，其他门店的流量也会被带动，以此吸引更广的用户种草与消费。 从中华老字号北京稻香村、北京优质餐饮品牌初色海鲜自助火锅到冰淇淋连锁品牌野人先生，众多餐饮商家密集 布局短视频平台，或许正代表了一种行业趋势和共识。数字时代，餐饮实体走"线上之路"是必然选择，短视频和 直播更是吸引用户的利器。经营场景的线上化，并不意味着线下生意萎缩，反而振兴了线下生意。 餐饮实体店，抖音线上卖券、线下揽客 ...

Weibo Q3 2025 Earnings Call Summary Company Overview - **Company**: Weibo - **Quarter**: Q3 2025 - **Revenue**: $442.3 million, a decrease of 5% year-over-year - **Advertising Revenue**: $375.4 million, down 6% year-over-year - **Non-GAAP Operating Income**: $132 million, with a 30% operating margin - **Monthly Active Users (MAUs)**: 578 million - **Daily Active Users (DAUs)**: 257 million Key Highlights Financial Performance - Weibo's revenues decreased by 5% year-over-year, primarily due to a high base effect from the 2024 Olympics [2][27] - Advertising revenues declined by 6% year-over-year, attributed to the same high base effect [2][27] - Value-added service revenue increased by 2%, reaching $66.9 million [27] - Net income attributable to Weibo was $110.7 million, with diluted EPS at $0.42 [27] User Engagement Strategies - Weibo focused on enhancing user value through recommendation feeds, leading to double-digit quarter-over-quarter increases in per capita viewership time among mid- and low-frequency users [2][3] - Algorithm enhancements for real-time interest-based content recommendations improved user engagement, particularly with video content [2][4] - The shift to a recommendation-based feed broadened content distribution, especially for original and medium-to-long form videos [2][7] AI Integration - AI technology was integrated into Weibo's search product, resulting in over 50% quarter-over-quarter growth in DAU and query volumes [2][10] - AI-driven enhancements improved intelligent search capabilities, enabling continuous exploratory dialogues and better matching of relevant content [12][13] - AI technology has been increasingly integrated across all stages of Weibo's advertising lifecycle, enhancing efficiency and performance [17][30] Advertising and Monetization - Weibo's advertising team aims to solidify its position as a go-to platform for content marketing while enhancing ad product performance [14][29] - Despite a decline in advertising revenue, sectors like e-commerce and automotive showed strong performance, with e-commerce revenues growing over 50% year-over-year [15][27] - AI has transformed Weibo's ad products, leading to substantial improvements in conversion rates and ROI for advertisers [30][29] Competitive Dynamics - Competitive dynamics in the e-commerce sector have persisted, with revenues from this sector achieving notable year-over-year growth [15] - The automotive sector continued to show growth due to strengths in new energy vehicle content ecosystems [15] - Online gaming and smartphone sectors faced declines due to budget contractions [15] Future Outlook - Weibo plans to focus on capturing marketing opportunities in sectors with high budget visibility, such as e-commerce, and to enhance AI applications in advertising [25][26] - The company anticipates a recovery in consumer goods and continued growth in performance-based ads due to product upgrades and AI integration [35][36] Additional Insights - Upgraded fan mechanisms and super topics focusing on events like concerts and anime conventions drove double-digit growth in interaction ratios and user engagement [8][9] - The redesign of information flow products has positively impacted user engagement, enhancing consumption patterns and expected revenue growth [38][41] - The introduction of video content lowers entry barriers for new users, encouraging frequent consumption [42][43] - Weibo's recommendation system has been revamped to better support video content, enhancing visibility for video creators [44] This summary encapsulates the key points from Weibo's Q3 2025 earnings call, highlighting financial performance, user engagement strategies, AI integration, advertising dynamics, competitive landscape, and future outlook.

在内容营销领域，"优推信息"主营的业务是百家号、搜狐号代发代运营，其次为小红书等多媒体品牌代运营。这些平台作为信息传播的重要渠道，能够有效 补充传统SEO的不足，通过高质量内容的持续输出，增强品牌在用户心中的信任度。例如，百家号作为百度生态的核心组成部分，其内容往往能获得优先展 示，结合"优推信息"的优化技巧，可以快速提升企业在百度搜索结果中的可见性。同时，搜狐号的权威性和高权重，能够为品牌背书，而小红书的年轻化社 区则有助于拓展新用户群体。通过多平台联动，"优推信息"帮助企业构建一个立体的内容矩阵，不仅优化了搜索引擎排名，还强化了品牌故事的传播，让每 一次点击都成为品牌与用户之间的深度互动。 具体到操作层面，"优推信息"的团队会先进行全面的市场调研和竞争对手分析，确定最适合的关键词策略。他们深知，百度SEO不仅仅是技术活，更是一门 艺术，需要结合用户搜索意图和行业趋势来制定个性化方案。例如，在百家号代运营中，"优推信息"会创作原创性强、相关性高的文章，融入自然的关键词 布局，避免生硬堆砌，从而提升内容质量和用户体验。同时，他们会监控数据变化，及时调整策略，确保内容在百度算法更新中保持优势。对于搜狐号和小 红 ...

本报讯 （记者矫月）TikTokShop美国地区（以下简称"美区"）的黑五已于11月13日正式开启，这是 TikTokShop首次横跨多市场开展的黑五大促季，由美区率先启动，并以更清晰的三段式节奏展开：11月 13—15日为黑五开幕日，引爆大促氛围；11月16—27日进入品类日阶段，品牌和达人持续蓄势；11月28 日—12月2日则为黑五网一PeakDay冲刺期持续接力，平台将大促热度推向全年峰值。 相比往年，今年更像是一套"结构化的内容操作系统"：商家不再需要在各个机制间"找路"，而是在同一 条内容链路里找到自己的节奏，让内容跑得更稳，也更容易被看见。 在今年的"全球黑五"中，全托管的策略更像是一次"加速器工程"：让货更快跑起来，让内容更快点燃， 让结果更可见。 闪购（FlashSale）、超值爆款、好物立减等玩法持续开放，但针对"爆品尖货"，平台把补贴力度进一步 提高——入选超级秒杀频道的商品不仅能拿到更大的让利，还能同步享受曝光搜推，让高潜力产品在黑 五周期更早冲上用户页。另一方面，内容的推动也变得更"主动"。 美区黑五正式打响后，TikTokShop全球市场也将陆续接力：墨西哥站于11月18日启动，英国 ...

Core Insights - A 20-year-old stainless steel pot has gained immense popularity on social media, leading to a revival of its production by the original manufacturer, Ruian Xinchang Fuqiang Stainless Steel Products Factory [1][4][10] - The pot's resurgence highlights the impact of social media algorithms, user emotions, and e-commerce mechanisms on traditional manufacturing [10][15][19] Group 1: Social Media Impact - The pot's video received over 20 million views and 470,000 likes, showcasing the power of social media in driving consumer interest [4][11] - The original manufacturer saw its Douyin (TikTok) account followers increase from a few hundred to over 3 million in just 10 days due to the viral video [4][10] - The phenomenon reflects a broader trend where traditional products can gain visibility and relevance in the digital age [15][19] Group 2: Manufacturer's Response - The manufacturer, Fuqiang, decided to reopen production after ensuring product quality, rejecting the temptation of quick profits from private labeling [14][19] - This approach emphasizes the importance of maintaining product quality and brand integrity in a fast-paced digital economy [14][19] - The local government and media have also played a role in supporting the factory's revival, indicating a collaborative effort to adapt to digital trends [10][18] Group 3: Industry Implications - The "family pot" phenomenon illustrates the challenges traditional manufacturers face in converting short-term attention into lasting brand influence [15][19] - The success of the pot underscores the need for traditional industries to integrate quality manufacturing with digital marketing strategies [15][19] - The event serves as a case study for how traditional manufacturing can leverage digital platforms to regain market relevance and consumer trust [19]

Core Insights - The article highlights the successful marketing strategy of Weistem's garbage disposal unit, W750PLUS, which effectively captured consumer attention and drove purchase intent through targeted content marketing on platforms like Douyin and Xiaohongshu [1][2]. Group 1: Marketing Performance - Weistem's W750PLUS achieved over 2.9 million total exposures and approximately 59,000 interactions, with a cost per thousand impressions (CPM) and cost per engagement (CPE) significantly lower than expected, achieving a completion rate of up to 409% [1][2]. - The targeted marketing strategy and data monitoring led to a substantial increase in brand awareness and user engagement, laying a solid foundation for sales conversion during the 618 shopping festival [2]. Group 2: Market Positioning and Differentiation - The marketing strategy focused on differentiating the W750PLUS by emphasizing its unique features such as "fine grinding patented technology," "smart and convenient operation," "physical antibacterial properties," and "safety and reliability," effectively addressing consumer needs for an efficient and healthy kitchen [3]. Group 3: Content Strategy - The content strategy shifted from traditional hard advertising to user experience sharing, showcasing real user scenarios to highlight the product's ability to address kitchen waste disposal challenges, thereby enhancing trust and purchase motivation [4]. - Utilizing the KFS content marketing strategy, Weistem combined influencer reviews, user experiences, and professional content to effectively communicate product features, amplifying the "grassroots" effect and facilitating rapid market penetration and recognition [5].