01 前两天，我在郑州讲第226届单仁牛商《视播时代，企业全域营销快速增长系统课程》，中间休息的时候，我听到一个新学员抱怨说，不知道为什么最近 广告投放的效果越来越差，想要减少预算。 这让我想到了《2025中国数字营销趋势报告》的一组数据。 2025年，中国企业营销预算的平均增长率只有8%，是五年来的最低水平，有54%的营销人员对市场前景持负面信心，要减少预算。 同时，中国企业的营销，正在上演着一场"人格分裂"。 一方面，当被问到企业增长的首要机会点的时候，有56%的企业选择了"加大品牌建设"，位列第一。 也就是说超过一半的企业都认识到，品牌是企业穿越周期、构建护城河的根本。 但另一方面，当被问到如何应对营销预算下降的时候，有53%的企业却做出了完全相反的行动，选择"减少品牌投放，增加效果投放"，这个比例比去年增 加了11%。 这不是前后矛盾吗？ 为什么明知道品牌更重要，却要减少品牌预算，增加效果投放呢？这种做法是对的吗？ 02 其实，我特别能理解这种认知与行动的矛盾。 一方面来自于现实带来的压力。 尽管我们都知道中国是全球最大的单一消费市场，像汽车、奢侈品消费都是全球第一，但实际上关上门来说，今天国内需求依 ...

Core Insights - Xiaohongshu has released a "Quality Service Partner List," recognizing Weimeng Marketing for its comprehensive service capabilities in the food and beverage, education, and internet transaction platform sectors, highlighting its deep integration and practical effectiveness within Xiaohongshu's commercial ecosystem [1][4]. Group 1: Xiaohongshu's Commercial Ecosystem - The "Quality Service Partner List" is created through a multi-dimensional evaluation mechanism, selecting benchmark agencies that excel in platform marketing methodologies, market insights, and brand growth facilitation [4]. - Xiaohongshu, with 350 million monthly active users, is redefining brand marketing value chains by creating a commercial closed loop of "planting grass—decision-making—conversion," becoming a key battleground for brand building and business growth [4]. Group 2: Weimeng Marketing's Strategies - Weimeng Marketing has established a comprehensive marketing service system covering strategy formulation, content creation, traffic optimization, and data feedback, providing customized Xiaohongshu marketing solutions for brands at different stages [4]. - In the food and beverage sector, Weimeng Marketing employs a "pressure-resistant breakthrough" strategy focusing on "targeting demographics × cutting scenarios × enhancing selling points" to strengthen brand recognition and search positioning [5]. - For the education and training sector, a scientific growth formula centered on "New Customer GMV = (demographics × content quality × conversion rate × average transaction value) × brand favorability" is used to systematically enhance customer acquisition efficiency and stability [5]. - Weimeng Marketing has developed a three-dimensional growth model for internet transaction platforms, utilizing tools like Lingxi and Pugongying to achieve layered communication and phased delivery, effectively driving user acquisition and optimizing new customer ROI [5]. - The integration of content planting and effect conversion is seen as an inevitable trend in marketing, with Weimeng Marketing planning to deepen its ecosystem layout with Xiaohongshu, focusing on a synergistic model of "content planting + effect conversion" to create comprehensive solutions for brands [5].

Core Viewpoint - ST United reported stable revenue in the first half of 2025, with a focus on internet marketing as the primary income source, while also pursuing significant asset restructuring to acquire 100% of Jiangxi Runtian Industrial Co., Ltd [1] Group 1: Financial Performance - In the first half of 2025, ST United achieved operating revenue of 194 million yuan, remaining flat compared to the same period last year [1] - Internet marketing business generated 154 million yuan, accounting for 79.48% of total revenue, indicating its dominance in the company's income structure [1] - The subsidiary, Beijing New Line Zhongshi Cultural Communication Co., Ltd, reported a slight profit in its operating performance for the first half of 2025 [2] Group 2: Business Strategy and Development - New Line Zhongshi is focusing on enhancing its media resources to develop internet advertising marketing, emphasizing a "content + traffic + effect conversion" service model [2] - The company has signed contracts with 35 small and medium-sized game enterprises to diversify its client base and reduce reliance on a single gaming sector [2] - New Line Zhongshi aims to connect with physical consumption and build a diversified income portfolio to strengthen its business resilience [2] Group 3: Cross-Border E-commerce - ST United completed the cash acquisition of Jiangxi Haijigou Import and Export Co., Ltd, entering the cross-border e-commerce sector [4] - Haijigou focuses on building a supply chain ecosystem for cross-border new retail and e-commerce, establishing strategic partnerships with over a hundred overseas brands [4] - The company is implementing strategies to enhance brand introduction and product offerings, including popular brands like TDI and Nintendo Switch 2 [4] Group 4: E-commerce Strategy - The company is concentrating on e-commerce brand operations and direct supply core business, aiming for a "full-channel deep cultivation and brand matrix expansion" strategy [5] - ST United is enhancing its penetration into mainstream e-commerce platforms and innovating live marketing models to drive brand growth [5]

Core Insights - The elevator media industry is experiencing a significant transformation with the collaboration between Focus Media and Alipay, introducing a new product that allows users to receive digital coupons by simply tapping their phones against a device in elevators [1][2] - This partnership aims to create a closed-loop system for data and sales, enhancing the effectiveness of elevator advertising and transforming it from a passive medium to an interactive platform [1][12] Company Overview - Focus Media has 3 million elevator advertising points, which are now integrated with Alipay's NFC technology, allowing for seamless interaction and immediate coupon delivery [2][10] - The company recently acquired New Trend Media, solidifying its position as a leader in the outdoor advertising sector [1] Technological Advancements - The collaboration leverages NFC technology to simplify user interaction, reducing the process from multiple steps to a single tap, thus enhancing user experience [9][10] - Focus Media has undergone significant technological iterations, including real-time content updates and data-driven advertising strategies, which have positioned it as a global leader in outdoor media [5][11] Market Impact - The integration of Alipay's digital ecosystem with Focus Media's advertising infrastructure is expected to stimulate consumer spending and improve the effectiveness of brand advertising [13][14] - The initiative is seen as a response to the increasing costs of online traffic and the need for more efficient conversion paths in advertising [13][14] Future Prospects - The partnership is anticipated to create a new paradigm for brand advertising, enabling precise targeting and immediate consumer engagement, thus reshaping the commercial landscape [14][15] - Focus Media aims to expand the number of "tap" devices to 2 million by the end of the year, further enhancing its reach and interaction capabilities [10]

Core Viewpoint - The article emphasizes the transition of the live e-commerce industry in China into a new phase driven by efficiency, focusing on refined operations in product management, traffic, and marketing strategies to achieve sustainable growth [1][2]. Group 1: Market Overview - The live e-commerce market in China is projected to reach 5.8 trillion yuan in 2024, reflecting a year-on-year growth of 17.7%, indicating a shift from extensive growth to deep operational efficiency [2]. - The industry is facing structural challenges as user growth slows, with user penetration rates in short videos, live broadcasts, and online shopping exceeding 75%, leading to a focus on existing user engagement [5]. Group 2: User Behavior and Demand - User behavior is evolving towards a multi-threaded approach, with consumers actively comparing products across platforms, necessitating a non-linear, dynamic outreach strategy from merchants [8]. - There is a notable shift in consumer demand from "extreme cost-effectiveness" to a dual focus on "price + quality," with 76.9% of consumers prioritizing product quality over price sensitivity [14]. Group 3: Merchant Strategies - Merchants are required to adopt refined strategies for user operations, focusing on "activating existing users, deepening demand, and recreating value" to maximize user lifetime value [5]. - The E-MAX merchant operation framework is introduced, emphasizing full-cycle supply, all-touchpoint penetration, and cross-field marketing to enhance product efficiency and integrate marketing resources [21][60]. Group 4: Operational Methodologies - The full-cycle supply strategy involves enhancing the efficiency of product supply across different stages: incubation, explosion, and deep cultivation, with tailored strategies for each phase [23][61]. - The all-touchpoint penetration strategy aims to connect various traffic channels, including public and private domains, to reach dispersed users effectively [33][36]. Group 5: Marketing Integration - The all-field marketing approach integrates live marketing with brand marketing, creating a resonance effect that enhances both short-term sales and long-term brand positioning [63]. - Merchants are encouraged to leverage platform resources for dynamic marketing strategies that balance promotional bursts with ongoing operational efficiency [19][46]. Group 6: Case Studies and Examples - Successful case studies highlight how brands like UR and vivo have utilized the E-MAX framework to achieve significant sales growth and brand exposure through strategic live broadcasts and marketing campaigns [66][84]. - The article illustrates how high-quality content and differentiated product offerings can drive brand recognition and consumer trust, essential for long-term success in the live e-commerce landscape [78][79].

Core Insights - The collaboration between Focus Media and Alipay has introduced an innovative model called "Tap to Grab Red Envelopes," which is rapidly expanding across over 20 cities in China [1] Group 1: Consumer Experience - The new model offers a simple and secure experience for consumers, allowing them to unlock their phones and tap near elevator advertisements to receive cash red envelopes or brand coupons without the need for scanning or entering information [2] - The technology ensures safety by requiring both phone unlocking and proximity to the advertisement, effectively eliminating financial risks [2] - Alipay and Focus Media's commitment to consumer safety, with a "you dare to tap, I dare to compensate" promise, enhances consumer trust and facilitates effective brand marketing [2] Group 2: Brand Marketing and Conversion - Focus Media's extensive network of 3 million elevator points and 400 million urban consumers, combined with Alipay's digital capabilities, creates a complete marketing funnel from exposure to conversion [3] - The "Tap to Grab" initiative covers various marketing scenarios, including customer acquisition, e-commerce, in-store visits, and membership retention, thereby enhancing brand performance and opening new growth opportunities [3] - The initiative has significantly improved user conversion rates, with a 72% faster conversion time and a 50% increase in average order value compared to traditional advertising methods [3] Group 3: Economic Impact and Ecosystem Development - The "Tap to Grab" interaction method fosters a new ecosystem that connects daily life with digital engagement, effectively stimulating urban consumption and enhancing online-offline synergy for businesses [4] - The evolution of elevator advertising from passive viewing to active engagement aligns with national policies aimed at expanding domestic demand, creating a scale effect from dispersed consumer needs [4]

Group 1 - The core idea of the collaboration between Focus Media and Alipay is to create a new interactive ecosystem through the "Tap to Claim Red Packet" initiative, leveraging millions of elevators to unlock significant commercial opportunities [1][2] - Focus Media has installed Alipay's "Tap to Claim" blue circle next to elevator screens, allowing consumers to receive cash red packets and various coupons, with a total of 1 billion yuan in cash red packets and 10 million free Taobao purchases available [2] - The partnership aims to transform Focus Media's advertising spaces into digital service points, enhancing the interaction between offline and online marketing, and creating a measurable link between brand exposure and consumer conversion [2][3] Group 2 - The new model covers various scenarios including customer acquisition, e-commerce, in-store visits, delivery, and membership retention, creating a full marketing loop that enhances brand performance and opens new growth opportunities [3] - This approach addresses the long-standing issue of the conversion chain in traditional advertising, allowing each interaction to potentially lead to commercial conversion, thus reshaping the commercial value of offline spaces [3] - The initiative aligns with national policies aimed at stimulating consumption and expanding domestic demand, as the extensive network of elevator advertising penetrates urban life, aggregating individual consumer needs into a larger market effect [3]

Core Viewpoint - The collaboration between Focus Media and Alipay to create the "Tap to Grab Red Packet" innovative model is rapidly expanding across over 20 cities in China, leveraging digitalization and cash rewards to enhance consumer engagement and brand marketing effectiveness [1][4]. Group 1: Consumer Experience - The model offers a simple and secure participation experience for consumers, facilitating brand traffic by allowing users to unlock their phones and tap near elevator posters to receive cash red packets or brand coupons without the need for scanning or inputting information [2][4]. - The technology ensures safety by requiring both phone unlocking and proximity to the blue circle, eliminating payment risks, and Alipay's commitment to compensation enhances consumer trust [2][4]. Group 2: Brand Engagement and Marketing Effectiveness - Focus Media's extensive network of 3 million elevator points and Alipay's digital capabilities create a complete link from exposure to conversion for brands [5]. - The "Tap to Grab Red Packet" model enables brands to track real-time data and optimize marketing strategies based on consumer behavior, enhancing targeting and improving return on investment [6][8]. - For instance, Suntory's campaign in Shanghai and Hangzhou saw a 65% increase in daily active rates, with significant improvements in coupon redemption and product sales, demonstrating effective targeting of young consumers [6]. Group 3: Ecosystem and Market Impact - The new interaction method of "Tap to Grab" builds a "technology innovation + scene penetration" ecosystem, activating urban consumption potential and enhancing online-offline synergy for businesses [8]. - The evolution from passive viewing to active engagement in elevator advertising aligns with national policies to expand domestic demand, creating a scale effect from dispersed consumer needs [8]. - This model not only transforms the advertising-to-conversion process but also redefines the commercial value of offline scenarios, providing a new paradigm for brand digital operations [8].

Core Insights - The article highlights the successful integration of intangible cultural heritage (ICH) into brand marketing strategies, showcasing how companies can leverage cultural elements to enhance brand perception and drive sales growth [3][20]. Group 1: Marketing Strategy - The use of ICH as a value anchor allows brands to break through traditional marketing barriers and achieve business breakthroughs [3][4]. - The "Non-Heritage Feast" event exemplifies a unique marketing approach that combines immersive experiences with diverse communication channels, fostering deep emotional connections between brands and consumers [5][7]. - The event generated significant online engagement, achieving over 2.6 billion exposures and dominating social media discussions with 51 trending topics [13][14]. Group 2: Brand Performance - The brand's official Douyin account effectively utilized celebrity endorsements to create anticipation and reach diverse user demographics, resulting in a substantial increase in brand visibility [10][20]. - The marketing campaign led to a remarkable 18-fold increase in GMV (Gross Merchandise Volume) for the brand's live streaming sessions, with brand association and search volume rising by 140% and 95%, respectively [20]. Group 3: Consumer Engagement - The campaign successfully attracted over 20 million new users, with over 70% of new users coming from ICH-related content, indicating a strong cultural resonance with consumers [18]. - The integration of ICH narratives into product presentations during live streams enhanced consumer engagement and facilitated a seamless transition from interest to purchase [18][20]. Group 4: Operational Excellence - The brand's operational strategy included a comprehensive non-heritage themed marketing plan, encompassing scene design, product strategies, and interactive elements, which collectively drove conversion rates [18]. - The collaboration with Douyin's platform tools enabled precise traffic direction and conversion, establishing a robust framework for transforming cultural engagement into commercial success [15][20].

Core Insights - The article discusses the importance of emotional resonance in building urban cultural tourism brands, particularly among young consumers, emphasizing the role of quality IP content in creating lasting commercial value and city influence [1][2] Group 1: Emotional Resonance and IP - The core driving force for contemporary young travelers is "spiritual necessity," highlighting the critical role of emotional resonance in urban cultural tourism brand development [2] - The case study of the show "Planting Land" illustrates how quality IP can serve as an emotional entry point for young users, achieving high ratings and transforming a location into a popular destination [2] Group 2: Innovative Marketing Strategies - The company employs an "open-loop ecosystem" marketing strategy, utilizing a content matrix of long videos, short videos, and live broadcasts to maximize IP value [2] - The "518 Love Day" event, derived from the "Planting Land" series, exemplifies how IP can create commercial value by linking multiple enterprises [2] Group 3: IP as a City Brand - Quality IP can act as a "city business card," telling urban stories and serving as a "traffic password" for effective communication [2] - The company aims to achieve long-term retention of audience engagement through new business formats like offline parks and immersive theaters [2] Group 4: Advertising Innovations - The company has launched an upgraded advertising platform called "Qiju," which integrates brand and performance advertising to enhance the efficiency of quality traffic monetization [3] - Innovative technologies such as AI-driven content integration are being utilized to improve advertising effectiveness and user experience [3] Group 5: Strategic Planning in Content Marketing - The company is focused on a "long + short" content ecosystem, maintaining its core strength in long videos while expanding into short-form content to meet diverse consumer needs [5] - The strategy includes breaking down IP into various formats and leveraging different media channels for rapid content iteration and user interaction [5]