在12月10日举办的"2024-2025年度营响大会暨第二十三届杰出品牌营销年会"上，中国广告协会会长、国际广告协会全球副主席张国华围绕"品牌经济与流量 经济的碰撞"发表开幕致辞。 他指出，当前互联网广告已占据行业绝对主导，流量成为营销核心焦点，但过度追逐短期流量可能导致创意缺失、品牌建设弱化，甚至损害行业健康生态。 在如今中国制造水平、设计能力、服务体系已全面跃升的背景下，企业更应把握从"产品制造"向"品牌创造"转型的战略机遇，在利用流量效率的同时，回归 品牌本质，以扎实的产品根基、独特的情感叙事和持久的内容创意，构筑不可替代的长期竞争力。 流量主导下的行业繁荣与隐忧 TH THE F HOCK 本出 TTO T II 在剖析流量生态的利弊后，张国华将论述核心转向了品牌的本质价值。他强调，当前中国品牌建设的基础已经全面夯实，正迎来从"产品制造"向"品牌创 造"战略升维的关键时期。 "如今，中国企业在原材料、生产工艺、设计水平、功能研发、售后服务等整个价值链环节的实力已大幅提升，具备了支撑高端品牌发展的扎实基础。"张国 华指出，我们的产品品质、制造能力、设计美学和服务体系都已今非昔比，许多领域甚至已达到国际先 ...

Core Insights - The brand marketing industry is at a new crossroads, balancing the maturity of the traffic system and the awakening of brand assets, with a focus on long-termism [1] - The 2024-2025 Annual Brand Marketing Conference aims to explore new growth methodologies amidst these changes [2] Group 1: Brand Value and Long-term Strategy - The traditional approach of relying on short-term gains to create hit products is becoming ineffective as media channels diversify and traffic costs rise [4] - Brands are recognized as the core competitive asset of a company, embodying emotional connections and trust with consumers, which cannot be achieved through fragmented communication [6][7] - The shift from "traffic" to "retention" is essential, emphasizing the need for deep connections between brands and users [13] Group 2: Evolving Consumer Engagement - The focus of brand competition is shifting from understanding users to understanding contexts, with multi-touchpoint collaboration becoming a new growth engine [15] - Brands like LILY are leveraging functional value, aesthetic expression, and emotional storytelling to build new brand premium systems [17] - The sports sector is highlighted as a key emotional engagement area, with brands like Jitu leveraging events for natural consumer interaction [19] Group 3: Cultural Integration and Emotional Connection - Brands are redefining their long-term assets by integrating cultural elements into their core values and product offerings [22][23] - Natural堂 emphasizes creating emotional connections through traditional culture and new consumer interactions, positioning itself as a bridge for emotional expression [25] - 恒洁 is establishing lasting recognition by extending its brand narrative into various consumer scenarios, enhancing its market presence [27] Group 4: Industry Perspectives and Future Directions - A roundtable discussion highlighted the importance of vertical brand asset anchoring and horizontal traffic sourcing for sustainable growth [29] - The core values of companies like 鲁南制药 and 华侨城 emphasize a commitment to quality and cultural integration as essential for brand longevity [29] - The 2025 brand competition landscape will focus on user relationships, cultural connections, and long-term trust rather than mere attention [40]

Core Insights - The conference emphasizes the shift from short-term profit-driven marketing to long-term brand value as the core competitive advantage for companies in a changing media landscape [3][5][24] - The importance of deep emotional connections and cultural significance in branding is highlighted, as brands must evolve to maintain relevance and consumer trust [5][19][24] Group 1: Brand Value and Strategy - The president of the China Advertising Association stresses that brands are the most critical competitive asset, requiring long-term accumulation rather than short-term marketing tactics [5] - Companies are encouraged to focus on the deeper values of their brands, including product quality, craftsmanship, and customer service, rather than just traffic and exposure [3][5] - The transition from "traffic" to "retention" is deemed necessary, as the essence of brand-user connection remains unchanged despite technological advancements [11][24] Group 2: Content and Consumer Engagement - The rise of "slow content" through podcasts is noted as a response to information overload, providing a unique emotional connection that AI cannot replicate [7] - Brands are urged to create meaningful interactions and emotional narratives that resonate with consumers, moving beyond mere transactional relationships [19][21] - The integration of traditional culture with modern consumerism is highlighted as a way to deepen brand engagement and emotional ties with consumers [19] Group 3: Market Trends and Innovations - The apparel industry is showcased as an example of how brands can leverage functionality, aesthetics, and emotional storytelling to build a new pricing structure [13] - The sports sector is identified as a key area for emotional resonance, with brands using events to create natural consumer connections [15] - The evolution of domestic brands in response to new consumer trends is discussed, emphasizing the importance of brand value and innovation in maintaining market leadership [17][24] Group 4: Cross-Industry Perspectives - A roundtable discussion reveals insights from various industries on brand growth variables and the changing consumer psyche, emphasizing the need for long-term asset building [23] - The importance of aligning brand values with consumer expectations and societal responsibilities is reiterated across different sectors [23] - The conference concludes that the future of brand competition lies in establishing genuine relationships and cultural connections with consumers [24]

（原标题：经观传媒总裁、《现代广告》杂志出品人王咏静：品牌是企业唯一不可复制的资产） 12月10日，由《经济观察报》与香港管理专业协会联合主办的2024-2025年度营响大会暨第二十三届杰 出品牌营销年会在北京举行。 经观传媒总裁、《现代广告》杂志出品人王咏静发表开幕致辞指出，当前，流量已经成为公众影响力的 主要变量，我们更需要回归本质，认真思考什么是品牌？答案就是：品牌，是企业唯一不可复制的资 产。 王咏静认为，推动中国产品向中国品牌转变，是高质量发展的重要体现与内在要求。"中国文化 世界品 牌"不仅是一种愿景，更是中国企业在世界舞台上的使命与担当。我们既要深挖中华文化的精神内核， 将诚信为本、以义取利、和合共生的商业智慧转化为品牌的内在气质，也要以开放包容的姿态，把文化 价值推向世界，成就有根有魂的全球品牌。王咏静强调，现在就是中国品牌走向世界的最好时机。 以下为致辞全文： 大家下午好！ 岁暮天寒，暖意相聚。在这冬意正浓却满载热忱与期盼的时刻，我们齐聚一堂，共赴这场属于品牌人的 年度盛典。今天，我们以"品牌经济与流量经济的碰撞"为主题，既是对过去一年营销实践的复盘沉淀， 更是对未来行业趋势的前瞻展望。 当 ...

Core Viewpoint - The article discusses the 2025 City Brand Forum, emphasizing the importance of city branding for sustainable urban development and the need for standardized frameworks to enhance livability and quality of life in cities [3][10][19]. Group 1: Forum Overview - The 2025 City Brand Forum, hosted by China Urban Daily, focused on the theme "Brand Strong City, Livable Coexistence," bringing together leaders and experts from various sectors to explore new paths for urban development [3][6]. - The forum highlighted that city branding is not merely a slogan but a reflection of a city's spirit, quality of development, and a vehicle for public welfare [7][8]. Group 2: Key Insights and Standards - The forum introduced the national standard "Sustainable Development of Cities and Communities: General Requirements for Livable Cities," marking a milestone in establishing a clear framework for assessing livability in urban areas [10][12]. - The release of the "2025 National Prefectural City Brand Index" provided a standardized analysis of 293 prefectural cities, serving as a diagnostic tool for cities to identify strengths and weaknesses in their development [12][14]. Group 3: Future Directions and Strategies - Experts proposed a clear path for urban branding, emphasizing the need for a shift from traditional promotion to engaging narratives that resonate with the public [17]. - The forum concluded with various city representatives showcasing their unique branding practices, indicating a diverse and vibrant landscape of urban development across China [18][19].

Group 1: Core Themes of the Forum - The forum focused on the theme "Linking the World, Leading the Future: New Opportunities in the 14th Five-Year Plan," discussing key topics such as quality-driven development, technological innovation, consumption upgrades, global cooperation, and cultural empowerment [1][15] - Government leaders and industry experts emphasized the importance of building a quality-driven economy during the 14th Five-Year Plan, highlighting the role of enterprises in this initiative [3] Group 2: Government and Policy Insights - The Deputy Director of the State Administration for Market Regulation stressed the need for a quality-driven economy, stating that quality is fundamental for enterprise success and national strength [3] - The International Organization for Standardization's advisor highlighted the importance of creating world-renowned brands in renewable energy, circular economy, health, and food safety [3] Group 3: Regional Development Opportunities - Local government representatives shared their strategies for regional development, with Shaanxi province focusing on advanced manufacturing and modern agriculture, and Inner Mongolia emphasizing resource transformation into high-tech industries [5] - Jilin province is promoting brand agriculture through a four-in-one brand system, leveraging technology and innovative channels to enhance the grain industry [5] Group 4: Corporate Innovation and Transformation - Corporate leaders shared their experiences in technological innovation and international development, with China CITIC Group focusing on comprehensive financial services to support the Hainan Free Trade Port [6] - Kweichow Moutai's chairman discussed the importance of balancing tradition and innovation in the liquor industry, aiming for international expansion [6] Group 5: Cultural and Economic Integration - The integration of culture and economy was highlighted as a key theme, with discussions on how cultural initiatives can enhance brand recognition and economic growth [14] - Notable figures emphasized the role of cultural storytelling in improving the international perception of Chinese brands [8][14] Group 6: Collaborative Efforts and Initiatives - The forum featured multiple cooperation agreements, including the signing of the Xinhua News Agency's brand project, aimed at enhancing the global competitiveness of selected enterprises [11] - The launch of the "Xinhua Cup" AI writing competition was announced, focusing on the application of AI in content creation and cultural development [11]

Core Viewpoint - The 2025 Boao Forum for Entrepreneurs emphasizes the importance of quality-driven development, technological innovation, and global cooperation during China's 14th Five-Year Plan period, aiming to enhance economic quality and foster sustainable growth [1][4][11]. Group 1: Quality and Standards - The "14th Five-Year Plan" period is crucial for establishing a quality-driven economy, with a focus on enhancing quality management and innovation in enterprises [4]. - The National Market Supervision Administration highlights the need for a modern enterprise system and encourages businesses to pursue quality as a core principle [4]. - The International Organization for Standardization emphasizes the creation of world-renowned brands in renewable energy, circular economy, health, and food safety [4]. Group 2: Innovation and Industry Upgrading - Entrepreneurs shared insights on technological innovation and international development, showcasing the proactive role of Chinese companies in adapting to new market conditions [6][7]. - China CITIC Group aims to leverage its financial services to support the modernization of Hainan's industrial system, with total assets exceeding 13 trillion yuan as of September [7]. - Haier Group focuses on creating a resilient global network through smart living platforms and innovative business models [7]. Group 3: Open Cooperation and Ecosystem Building - The forum facilitated multiple cooperation agreements, including the signing of the Xinhua News Agency's brand project, which aims to enhance the global competitiveness of selected enterprises [12]. - The first "Xinhua Cup" AI proofreading and writing competition was launched to explore AI's role in content creation and promote healthy development in the AI content industry [12]. - Discussions on consumer upgrades and global value chain integration highlighted the need for collaborative efforts to unlock new growth potential [12][13]. Group 4: Cultural Empowerment and Economic Integration - The integration of culture and economy was a focal point, with discussions on how cultural initiatives can support economic development [15][16]. - Notable figures like Mo Yan emphasized the role of cultural workers in promoting social progress and enhancing the international perception of Chinese brands [15][16]. - The forum featured a collaborative recitation of poetry, symbolizing the shared mission and aspirations of entrepreneurs for the future [15][16].

Group 1 - The 2025 Boao Forum for Entrepreneurs is being held from December 2 to 5 in Boao, Hainan, focusing on the theme "Linking the World, Leading the Future: New Opportunities in the 14th Five-Year Plan" [3] - The International Organization for Standardization (ISO) emphasizes the importance of brand economy, noting that 20% of world-renowned brands hold 80% of market share, indicating a shift towards a brand-driven economy [1] - The ISO's brand evaluation technical committee will support sustainable development through brand economy, focusing on four key areas to cultivate world-renowned brands [1] Group 2 - In the renewable energy sector, there is a focus on developing world-renowned brands in wind, hydro, solar, and hydrogen energy industries to meet socio-economic needs and protect underground resources [1] - The circular economy is highlighted with successful innovations in the bamboo industry in Fujian, which has developed new building materials that replace wood, plastic, and steel, contributing to ecological wealth preservation [1] - The health and wellness sector is set to establish an international development platform with the approval of a natural plant health industry brand center in Nanyang, Henan, aiming to promote traditional Chinese medicine globally [2] Group 3 - The food safety sector aims to establish a food safety standard system and address hunger issues, with a focus on "food as medicine" culinary practices to ensure consumer safety and enhance life expectancy [2] - The role of entrepreneurs as core creators of world brands and media as key communicators is emphasized, with a call for collaboration to develop a scientific and fair brand evaluation standard system [2]

Economic Trends - The current economic landscape in China is characterized by a significant increase in household savings, with total RMB deposits reaching 325.55 trillion, a year-on-year growth of 8%, and household deposits alone increasing by 11.39 trillion in October [2] - The phenomenon of citizens purchasing government bonds has intensified, with some bonds selling out within minutes of release, indicating a shift in consumer behavior towards saving rather than spending [4] Consumer Behavior Changes - There is a notable shift in attitudes towards luxury goods, with brands like Burberry and Coach experiencing sales growth exceeding 30%, despite a general trend of increased savings [6] - The luxury market is adapting by implementing stricter quality checks and offering discounts to boost sales, reflecting a change in consumer expectations and market dynamics [7][8] Automotive Market Dynamics - Sales of imported luxury vehicles such as Mercedes-Benz and Audi have declined, while domestic brands like BYD and Geely are gaining market share, indicating a shift in consumer preferences towards local products [9] Brand Perception and Global Influence - The transition from a focus on GDP growth to a more consumer-centric economy highlights the rising influence of Chinese brands globally, with a growing confidence among consumers in domestic products [11] - Chinese brands are increasingly recognized for their quality and innovation, with companies like Huawei and Xiaomi making significant inroads in international markets, showcasing the evolution of "Made in China" to a brand-driven economy [13][15]

Core Insights - The Kardashian family's popularity is declining, with Kim Kardashian's recent performance in the mini-series "All's Fair" receiving overwhelmingly negative reviews, marking a significant shift from her previous media experiences [1] - Social media engagement for the Kardashian family has decreased, with Google Trends indicating a downward trend in interest since 2022, affecting their overall influence [2][7] - The fashion industry is witnessing a transition, as the departure of Olivier Rousteing from Balmain signifies a potential end to the era dominated by social media influencers like the Kardashians [4][6] Group 1: Kardashian Family's Media Presence - Kim Kardashian's acting debut in "All's Fair" was met with harsh criticism, including a rare 0% rating on Rotten Tomatoes, indicating a potential turning point in her career [1] - The family's marketing strategies are being questioned, especially as Kim has not yet passed the California bar exam despite her aspirations to become a lawyer [1] - Social media discussions about the Kardashian family's latest season have been unexpectedly muted compared to previous seasons [1] Group 2: Social Media Trends - Google Trends data shows a consistent decline in the popularity of the Kardashian name since 2022, with significant drops in Instagram engagement for Kim, Kylie Jenner, and Kendall Jenner [2][7] - The shift from Instagram to TikTok has diminished the appeal of the Kardashian family's curated image, as audiences now prefer more authentic and participatory content [8] Group 3: Skims Brand Development - Skims, founded by Kim Kardashian, has shown significant growth, with a valuation of $4 billion and net sales of approximately $750 million, indicating strong market potential [10] - The brand has expanded its reach by partnering with major sports leagues and launching new product lines, including men's wear, which has attracted attention from industry giants like Nike [9][10] - Despite its success, Skims faces challenges in maintaining momentum and differentiating itself in a crowded market, especially as competitors begin to offer similar products [15] Group 4: IPO Considerations - There is uncertainty surrounding Skims' potential IPO timeline, with indications that the company may not prioritize going public in the near term due to market conditions [11] - The brand's ability to capitalize on its current momentum is critical, as the fast-paced nature of social media trends could impact its long-term viability [12] - The Kardashian family's declining influence poses a risk to Skims' brand identity, as the company seeks to establish itself as a mature commercial entity rather than relying solely on celebrity status [14][16]