Core Viewpoint - The event of delivering the AITO M9 car to the first winner of the "City Koi" campaign, organized by Guizhou Zhenjiu, highlights the company's innovative marketing strategy and commitment to brand engagement through consumer interaction and rewards [1][9]. Group 1: Marketing Strategy - Guizhou Zhenjiu launched the "City Koi" campaign in April, allowing consumers to participate in a lottery by purchasing Zhen Thirty products, with a 100% winning rate for various prizes including the AITO M9 car and gold bars [9]. - The company appointed Yao Anna as the "Cultural Heritage Ambassador" for its brand, leveraging her influence among the younger generation to promote traditional culture [6]. - The "Wanshang Alliance Wealth Creation Forum" aims to build a national sales network for Zhenjiu, enhancing its market presence amid a challenging industry environment [6]. Group 2: Product Development - The newly launched "Da Zhen" product has gained consumer favor due to its quality, packaging design, anti-counterfeiting features, and cost-effectiveness, quickly becoming a focal point in the industry [8]. - The company plans to create more value for both the enterprise and consumers through personal IP development [8]. Group 3: Consumer Engagement - The winner of the AITO M9, Zou Jun, expressed his loyalty to Zhenjiu and plans to promote the brand further after winning the car through the campaign [3]. - Zou Jun participated in a factory tour and tasting event, which enhanced his trust in the quality of Zhenjiu products [8].

Core Viewpoint - Red Bull operates more like a marketing and media company than a traditional beverage manufacturer, focusing on brand image and marketing efficiency to create value beyond the product itself [4][18][40]. Group 1: Company Overview - Red Bull was founded in 1984 by Dietrich Mateschitz and Chaleo Yoovidhya, who adapted a Thai energy drink for the European market [10][13]. - The company has outsourced its production entirely to the Austrian manufacturer Rauch, selling 12.67 billion cans globally in 2024 without producing any in-house [7][27]. - Red Bull has established itself as a major player in sports marketing, owning two Formula 1 teams and several football clubs, leveraging these assets for brand exposure [32][36]. Group 2: Marketing Strategy - Red Bull's marketing strategy focuses on extreme sports sponsorship, allowing the company to gain significant brand visibility at a lower cost compared to mainstream sports [14][16]. - The company has created a media house that produces content related to its sponsored events, enhancing its brand presence and engagement with consumers [18][22]. - Red Bull's pricing strategy positions its product as a premium offering, with a can priced approximately 14 times higher than Coca-Cola in Austria [38][39]. Group 3: Financial Insights - The production cost of a can of Red Bull is significantly lower than its retail price, with estimates suggesting a markup of nearly 40 times the production cost in Western markets [39]. - Red Bull's investment in sports teams has yielded substantial returns in brand exposure, with an estimated annual value of $300 million from its F1 team investments [36][37]. - The company's revenue from the Chinese market was reported at 21.09 billion yuan in 2024, indicating strong market performance [40].

以下文章来源于有数DataVision ，作者黄茜琳 有数DataVision . 数据表象与商业真相 2014年，一位美国消费者将红牛告上法院[1]，原因是自己对红牛的广告语"红牛为你添翼（RED BULL GIVES YOU WINGS）"走了心，坚持饮用红牛10年也未能长出翅膀，成了虚假宣传的受害者。 由于没长出翅膀的消费者实在太多，官司越闹越大，红牛最终选择与消费者和解。在特定时间内购买过 红牛的消费者可以申请退款，总额上限1300万美元。 但时至今日，红牛依然在使用"为你添翼"的广告语，唯物主义色彩的"你的能量超乎你想象"其实是中国 红牛的特产，比起翅膀这种虚头八脑的东西，更强调人的主观能动性。 红牛也许是一家功能性饮料公司，但它其实更像一家体育投资公司、一家赛事运营公司、一家传媒公司 或广告公司。 作为红牛旗下的传媒公司， Red Bull media house 拥有两家电视台，一个专业电影制作团队、一家出版 社、一家唱片公司，一个内容分发平台、五本杂志和流媒体App Red Bull TV 。 红牛对传媒业务有多上心呢？Red Bull TV不仅适配了主流的手机和电视，还适配了Xbox和PS5 ...

Core Insights - The marketing landscape in the first week of summer 2025 showcases a diverse and dynamic approach, with brands like Meituan, Lululemon, Xianyu, and Proya engaging users through empathetic and relatable strategies [2][5][6][12][15] Group 1: Innovative Marketing Strategies - Meituan's new advertisement creatively uses "small lobsters as tools," effectively compressing and communicating the core value of the product as "sufficient, full, and cost-effective" through humor and metaphor [5] - Xianyu's appointment of Liu Yuning as its first brand ambassador emphasizes a "immersive identity binding," where the celebrity actively engages with the community rather than merely serving as a symbolic face [8][10] - Lululemon's "Summer Fun Challenge" promotes participation over performance, encouraging users to find their own movement style rather than adhering to traditional fitness standards [10][11] Group 2: Emotional Connection and Brand Identity - Proya's collaboration with actress Kwang Lingling focuses on the theme of "the secret of youth," redefining anti-aging and self-worth through storytelling and emotional resonance rather than just product promotion [14] - The overarching trend in marketing is shifting towards rebuilding relationships, where emotional engagement, rhythm, and participation are prioritized over mere technical execution or budget allocation [15][16] - Brands are increasingly striving to become entities that users want to connect with, share, and remember, reflecting a collective identity rather than a singular brand image [18]

Big News 宝尊收购英国高端瑜伽服品牌 Sweaty Betty 中国区业务 继接手Gap大中华区与英国雨靴品牌Hunter之后，宝尊迎来第三个国际品牌并购。 近日，中国电商与品牌运营公司宝尊已完成对英国高端瑜伽服品牌 Sweaty Betty 在中国区业务的收购， 但未透露交易的细节。 Sweaty Betty 与 lululemon 一样，也是创立于1998年，曾被誉为"更时尚的瑜伽裤品牌"，在英美市场具 备一定认知度。其产品主打修身剪裁与英伦风格，定价区间为750至1180元人民币，甚至略高于 lululemon部分核心产品。 此次收购后，Sweaty Betty中国业务将由宝尊电商旗下负责Gap和Hunter的原班团队接手，相关岗位也已 启动招聘。这一操作延续了宝尊近年来在品牌管理转型上的典型打法，用本土设计、供应链与全渠道零 售能力，重构海外品牌在中国的运营系统。 目前，宝尊已构建起以基础服饰Gap、功能户外Hunter和高端运动Sweaty Betty为核心的三品牌矩阵，覆 盖从大众到中高端、从生活方式到专业功能的多维需求。根据财报显示，宝尊2025年第一季度营业收入 为2.84亿美元，同比 ...

6月26日晚，2025"醉美广元·嗨啤一夏"啤酒音乐季活动启动。该活动将持续至8月，通过消暑纳凉、品味生 活、畅享欢乐的夏日盛宴，厚植广元烟火气，释放夜间消费潜能；视线往北，夏日平均气温23摄氏度的曾家山正 不断丰富度假旅游业态，迎接今年避暑高峰期的到来…… 贯彻落实省委十二届七次全会精神，广元提出加速推进文旅资源优势向文旅产业优势转变，加快建设大蜀道 国际文化旅游目的地和康养度假胜地，加快把广元打造成国际旅游城市。 围绕核心景区"二次创业"、全域"文旅+百业"、擦亮城市品牌三大内容，广元加快探索文旅深度融合发展新路 径。 打好"二次创业"牌 古蜀道徒步游已吸引七十万人次参与。记者 张敏 摄 "文旅＋民宿"康养模式，让曾家山成为近年来的避暑热门地。广元市朝天区委宣传部供图 6月27日，时隔一年再次来到剑门关景区，记者发现诸多变化。 核心景区提质升级 "预计7月份正式运营。"6月27日，曾家山度假区，荣乐水世界建设项目负责人施朝惠说，项目投用后可实现 全龄段亲水自由。这也是曾家山康养度假链条的关键一环，它与近旁的荣乐古街、华美达酒店、康养医院紧密联 动，共同描绘曾家山康养旅游的新图景。 经过改造提升，北门以"关 ...

Core Viewpoint - The opening of LV's "giant ship" in Shanghai has generated significant attention, showcasing a blend of luxury retail and immersive experience, while also creating a unique marketing dynamic with Starbucks nearby [1][3][32]. Group 1: LV's Giant Ship - LV's giant ship is the only one of its kind globally, located in Shanghai, with a total area of 1,600 square meters across three floors [1]. - The structure features a combination of exhibition space, retail store, and restaurant, offering a luxurious experience that contrasts with traditional luxury retail environments [3]. - The immersive design reflects LV's brand identity and aligns with Shanghai's historical significance as an international shipping center, enhancing its luxury positioning [8]. Group 2: Interaction with Starbucks - The proximity of LV's giant ship to Starbucks' first Asian roasting workshop has sparked discussions about potential brand rivalry and marketing strategies [10][15]. - Starbucks has leveraged the situation to boost its visibility, with increased foot traffic and sales as customers visit to take photos with the LV ship [26][32]. - The interaction between the two brands has been framed as a mutually beneficial marketing opportunity, akin to historical rivalries that have led to greater market engagement [34].

从经营状况来看，小菜园5月同店回正（此前口径更正），6月并未受到"禁酒令"影响，保持持续修复， 下半年预计同店持平或微涨。 踏入2025年，餐饮行业的"激烈生存战"仍在持续，但另一方面，部分餐饮龙头的经营韧性也进一步凸 显，提供出较好的结构性机会。大众便民餐饮龙头小菜园便是值得留意的一位。 近日，小菜园股价表现一度强势，同时引发东吴证券、华泰证券等多家机构的关注和看好。 其中，华泰证券的交流纪要更以最新视角揭示了小菜园的基本面优化，为市场认知小菜园的价值潜力提 供充分的依据。 我们具体梳理核心看点如下： 1）短期：同店修复、盈利提升，单店效率与门店数量并进 根据国内门店空间测算，保守预计小菜园能够再开2000-3000家，市占率仍有提升空间。同时，小菜园 愿景还是"有华人的地方就有小菜园"，国内门店规模达到3000家后将重点发力海外，也预计今年落地香 港。 在此基础上，小菜园同样将菜手视为核心品牌，将通过建设菜手卡位社区食堂潜力方向，当前菜手已开 4家店，已逐步形成稳健的单店盈利模式。 同时，小菜园追求长期主义，进一步夯实股东回报可期。 比如，这体现在小菜园内部激励体制较优，构筑组织力的深厚护城河，锻造持续创 ...

就在不久前，"病毒式传播"还是营销人员推崇的黄金标准。这意味着前所未有的影响力、参与度和品牌 知名度。例如，澳大利亚墨尔本2012年为宣传铁路安全而制作的"蠢蠢的死法"（Dumb Ways to Die）就 非常有趣又吸引眼球，激发了无数的翻拍、模仿和下载，使其成为有史以来最受喜爱的公共安全宣传活 动之一。 但今天，许多内容走红往往是因为负面原因：带来争议、愤怒、虚假信息或纯粹的不适感。以杜嘉班纳 灾难性的"杜嘉班纳爱中国"（DG Loves China）广告为例：获得了数百万浏览量，但也引发了全球抵 制，使该品牌在其第二大市场损失了约4亿美元的销售额，以及声誉长期受损。这样的现象不是个例： 根据Hootsuite 2023年的一份报告，社交媒体上只有5%的内容可以实现爆款传播，且其中大部分是出于 负面或两极分化的原因。在当前高度敏感的舆论环境下，品牌领导者需要认真思考：我们还要继续追 求"一炮而红"吗？ 事实上，爆款传播并未消亡，而且依然重要。即使算法和受众行为发生改变，但围绕内容制造热度仍是 品牌的有力工具，因为病毒式传播是品牌回忆和消费者参与度的重要驱动因素。 为了帮助品牌应对现代爆款传播的复杂性，我开 ...

转自：港湾商业观察 《港湾商业观察》施子夫 中产标配"钓鱼、茅台、始祖鸟"，前两项的国民热议度不用多说。始祖鸟作为冲锋衣界的顶流，平均 4000-6000元的均价也掀起了运动奢侈品的风潮。 近期，被外界称为始祖鸟平替的伯希和户外运动集团股份有限公司（以下简称，伯希和）递表港交所， 拟港股主板上市，中金公司和中信证券为联席保荐机构。 官网显示，伯希和主要产品系列包括经典系列、山系列、PERFORMANCE系列及巅峰系列，平均售价 在500-2000元左右。凭靠运动服饰，伯希和的营收规模在最近三年实现较快增长，不过公司也面临应收 账款收回、库存消化、产品质量等关键经营问题。 1 线上销售为主，收入和毛利大增 伯希和创立于2012年，公司提供户外服饰及装备，涵盖服装、鞋类以及装备及配饰，适用于各种户外活 动、运动健身以及都市通勤。于往绩记录期间，伯希和推出了417个服装SPU，有26个服装SPU的年销 售额超过1000万元。 根据弗若斯特沙利文的数据，受益于品牌知名度持续提升，按2024年零售额计算，伯希和成为中国内地 三大国产高性能户外服饰品牌之一，占同年市场份额的5.2%。 伯希和的收入主要来自销售包括服装、鞋 ...