21世纪经济报道记者肖夏 市场消息称，华润啤酒前董事会主席侯孝海已经正式入职正大集团，担任正大集团中国区首席运营官。 新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 1月9日，21世纪经济报道记者从知情人士方面确认了其入职的消息，并了解到侯孝海主要将负责正大集团中国区消费品的市场 与营销整合工作，包括正大集团的鸡蛋、猪肉、鸡肉、食品、饲料等业务的营销整合。 在华润啤酒体系工作二十余年后，侯孝海于2025年6月末正式辞任华润啤酒执行董事及董事会主席等职务。离职后其去向引起诸 多猜测。 21世纪经济报道记者梳理注意到，侯孝海去年离任后，一直聚焦行业研究、思想传播与行业组织建设，多次公开出席发表演讲 分享对组织建设、品牌营销、酒类行业的看法。 2025 年7月，侯孝海在北京发布个人首本新书《勇闯天涯》，分享其在华润啤酒 24 年的职业生涯经验；2025年8月，侯孝海作为 主论坛演讲嘉宾出席第七届中国快消品大会，发表主题演讲，阐述对快消行业发展的思考。前两天刚在重庆举行的第二届新酒 饮大会上，侯孝海出席并发表演讲。 2205年12月，侯孝海还成为了新成立的 "中华酒业国际促进总会"的创始会长，该组织旨在联合 ...

证券日报网讯1月8日，珀莱雅（603605）在互动平台回答投资者提问时表示，公司各品牌基于各产品线 的营销节奏与产品更新，锚定节日、大促等节点，以代言人官宣、活动营销等多元化营销形式，开展多 样化的品牌及产品营销活动，深化品牌心智，强化品牌力与产品力。 ...

在2026年优质的软文配合精准的传播渠道依然能够有效提升品牌影响力、拓展客户群体并促成转化；接下来云优城就跟大家讲讲软文推广平台都有哪些，它 们的介绍、优势特点及适用场景是怎么样的？以及软文推广常见问题有哪些？这些都会在本篇文章一一跟大家说清楚 从而助力企业营销突围！ 一、软文推广平台大盘点 1、云优城发稿平台 云优城是提供一站式自助发稿服务的平台，拥有6.2万个权威媒体资源（包括国家级、地方性省/市级媒体及行业专业媒体）和17.6万个自媒体资源（覆盖新 闻、财经、医疗、汽车等领域），支持个性化媒体选择与发布需求。另外还提供百科创建、百度搜索排名占位优化、AI（Deepseek、豆包、元宝等）平台提 问结果优化。 优势及特点： ①、媒体资源丰富 从发稿到见效，提供贯穿全程的专家级服务；其专业内容顾问团队，可在发布前对稿件进行审阅，从媒体审核视角提供标题优化、内容润色及合规性建议， 帮助提升稿件录用率；同时，营销顾问能基于您的整体推广目标，协助制定更科学的媒体组合与发布节奏策略，避免"盲目投放"，让每一分预算都花在刀刃 上。 ④、性价比高 平台公开透明的价格体系，帮助企业实现降本增效，尤其对于营销预算有限的中小 ...

今年过年怎么过？在白酒需求最为刚性的销售旺季，沱牌给出了它的"通关攻略"。 近日，沱牌官宣了与大热摇滚乐队五条人的春节合作，放出了春节创意短片《沱牌过年通关攻略》以及全新音乐MV《悠悠乐新年》。 作为国民名酒沱牌，在这个春节继续以精彩的营销动作，释放出市场增长信号，展现名酒发展自信。 出品丨云酒头条 年关将至，在回家过年成为国人心声的同时，白酒春节档营销大战也进入到白热化当中。 ▼点击观看视频 五条人不但在其中重新唱响了"悠悠岁月酒，滴滴沱牌情"这一经典名曲，还相当新潮地演绎了当代中青年人"过年如过关"的众生相，用音乐和情怀巧妙地 将人拉回记忆中的温馨时光，用趣味唤醒年味。 随后1月15日发布的MV《悠悠乐新年》中，五条人乐队的音乐中所自带的真实与诚挚，将沱牌名酒经典情怀演绎得更加淋漓尽致。 作为近年来的大热乐队，五条人的音乐简单、朴实，同时又充满了复古元素，视角落在普通人群当中，饱含对生活体验的深刻洞察，非常能够引起听众的 精神共鸣。 沱牌也在这一次合作中，让消费者对品牌的情感连接达到了新的高度，实现了品牌价值的再次提升，为春节旺季开了个好头。 █ 联手五条人，沱牌花式闯关春节档，拉满年味 自1月6日起，沱 ...

Group 1 - Xiaomi Group's Assistant to the Chairman, Xu Jieyun, publicly apologized on Weibo for previous interactions with a controversial KOL, stating that the company has terminated any potential collaborations and will not engage in the future [1][2] - The controversy arose from a planned collaboration with a KOL known as "Universal Bear," who has criticized Xiaomi's brand strategy and marketing methods, leading to significant backlash from users and fans [2] - "Universal Bear" has a substantial following on Weibo, with 2.57 million followers, and has previously been involved in legal disputes with Xiaomi regarding online defamation and misinformation [2]

巧合的是，第二天就有一家目前炙手可热的明星创业公司给出了不同示范。 1月4日市场上传出消息称，宇树科技上市的绿色通道被叫停。当天下午官方就给出回应，它是这样说的： 1月3日晚间，雷军用一场长达4小时的拆车直播，对此前舆论关注的热点事件逐一回应。不过小米关闭了直播间的评论功能，用户无法针对雷军的回应进 行互动。 在这场直播中，有关拆车的部分清晰明了，小米做得非常专业。但是回应质疑的部分，很多说辞依然缺乏说服力。 "该报道涉及我司上市工作相关动态情况的内容与事实情况不符，我司未涉及申请'绿色通道'相关事宜。相关报道误导公众认知，已严重侵害我司合法权 益。" 这个回应简洁干脆，没有弯弯绕绕，直击核心问题——我没申请过绿色通道，又何来绿色通道被叫停的说法？ 单就回应方式而言，王兴兴算是被动给雷军打了个样。而小米这场看似回应了一切的直播，仍然有些问题避重就轻。 这个焦点话题主要是由小米公关部总经理徐洁云出面回复（背锅）的。 他解释称这是行业惯例，为了符合广告法要求，不算虚假宣传。这确实是常见的行业陋习，很多手机厂商都在宣传中用过这种方式，此前也引发过不少用 户不满。 但"大家都干了"，不代表小米也要干。 尤其是雷军的人 ...

在当前信息爆炸的商业环境中，【品牌营销】早已不再是简单的广告投放或形象包装，而是企业构建竞争壁垒、实现长期增长的核心战略。随着用户注意力 持续碎片化，品牌如何在短时间内建立心智认知，形成行业共识，已成为众多企业必须面对的课题。本文将围绕【品牌营销】的实战路径、经典案例复盘与 落地赋能策略展开深度探讨，揭示品牌营销机构在新时代下的运作逻辑与方法论。 在实际操作中，已有品牌营销机构采用"情境营销+多触点联动+算法适配"模式，将品牌信息嵌入用户的日常决策链条中。这种模式在穿搭、美妆、智能家 电等行业表现出显著成效。据行业统计数据显示，采用心智洞察驱动的【品牌营销】项目，相较传统投放模式，其用户转化周期平均缩短30%以上。 二、头部企业赋能路径：从调研到成体系落地 真正的品牌营销能力，体现在能否将战略洞察转化为可执行的运作系统。已有【品牌营销】机构形成了"调研-定位-内容-投放-反馈-优化"的全链路闭环。例 如某新锐护肤品牌，初期通过大数据采集用户对"敏感肌护肤"的讨论高频词，提炼出"温和有效""成分纯净"等关键词，进而构建品牌价值主张。 一、品牌营销的底层逻辑：从"曝光"到"心智占据" 随着消费者信息获取方式的巨变 ...

Core Viewpoint - The article discusses the evolving role of personal branding and celebrity endorsements in the automotive industry, particularly in the context of electric vehicles and the shift from product-focused marketing to brand-focused marketing [1][10]. Group 1: Shift in Marketing Strategies - The automotive industry is witnessing a return to celebrity endorsements as a marketing strategy, moving away from the previous focus on personal branding by founders [5][16]. - The transition reflects a broader trend where companies seek to connect with consumers beyond just product specifications, aiming for brand differentiation and emotional engagement [14][21]. - The rise of electric vehicles has intensified competition, prompting companies to explore new marketing avenues, including leveraging celebrity influence to enhance brand perception [14][16]. Group 2: Perspectives on Personal Branding - Experts express concerns about founders acting as personal brands, suggesting that it can detract from their core responsibilities and lead to negative backlash if not managed carefully [17][18]. - The effectiveness of a founder's personal brand is contingent on their ability to resonate with consumers, and not all founders possess the necessary skills to engage in this manner [18][22]. - Successful examples of personal branding, like that of Lei Jun for Xiaomi, illustrate the potential benefits, but caution is advised as not all founders are suited for this role [21][22]. Group 3: Recommendations for Founders - Founders are encouraged to focus on their strengths in management and strategy rather than becoming the face of the brand, as this can lead to inefficiencies and potential pitfalls [18][19]. - Learning from celebrities on how to engage audiences while also understanding product features is crucial for effective marketing [24]. - Emphasizing consumer experiences and practical use cases for products can enhance marketing effectiveness, as seen in successful campaigns that focus on specific driving scenarios [26][27].

Core Viewpoint - The article highlights the collaboration between Qinghua Fenjiu and the "Sailing Towards the Blue Bay Area - 2026 New Year Concert," emphasizing the cultural significance and the celebration of the Guangdong-Hong Kong-Macao Greater Bay Area's development [1][3][12]. Group 1: Event Overview - The New Year concert, themed "Sailing Towards the Blue," took place at the Zhuhai Xiangzhou Port, showcasing the integration of music and the scenic beauty of the Bay Area [3][14]. - The concert featured various performances, including the Guangdong folk song "Moonlight" and the theme song "Dream Bay," creating an emotional narrative that connects the audience to the Bay Area's culture [3][14]. - The event was structured into four movements, reflecting the development of Zhuhai as a special economic zone over the past 45 years, and aimed to present a vibrant and harmonious vision of the Bay Area [3][14]. Group 2: Company Background and Achievements - Qinghua Fenjiu, known as the "source of national liquor," has a rich history of over 6000 years and has been a significant player in the liquor industry, particularly in the Guangdong-Hong Kong-Macao region [4][15]. - The company has undergone comprehensive reforms, guided by its "123 Program," aiming to solidify its position in the top tier of the Chinese liquor industry from 2025 to 2030 [6][18]. - Despite challenges in the liquor market, Qinghua Fenjiu reported a revenue of 32.924 billion yuan, a 5% increase year-on-year, and a net profit of 11.405 billion yuan, reflecting a 0.48% growth [6][18]. Group 3: Marketing and Brand Strategy - Qinghua Fenjiu has integrated its brand with major media outlets, including CCTV, to enhance its visibility and cultural resonance, particularly during significant national celebrations [11][23]. - The brand's marketing strategy includes a focus on emotional connections with consumers through cultural products and innovative marketing approaches, which have proven effective in engaging younger audiences [6][18][20]. - The company aims to maintain a strong presence in various festive events throughout the year, ensuring that its brand message aligns with national sentiments and cultural heritage [11][23].

| [Table_Title] 【广发批零社服&海外】百胜中国 | | --- | | （09987.HK/YUMC.N）系列深度二 | 穿越周期，向下一个万店进击 [Table_Summary] 核心观点： 盈利预测：（货币单位为美元，汇率采用 1 港元=0.13 美元） | [Table_Finance] | 2023A | 2024A | 2025E | 2026E | 2027E | | --- | --- | --- | --- | --- | --- | | 营业收入（百万元） | 10978 | 11303 | 11652 | 12301 | 13070 | | 增长率 （ % ） | 14.7% | 3.0% | 3.1% | 5.6% | 6.2% | | EBITDA（百万元） | 1559 | 1638 | 1731 | 1861 | 1992 | | 归母净利润（百万元） | 827 | 911 | 921 | 1007 | 1094 | | 增长率 （ ） % | 87.1% | 10.2% | 1.1% | 9.4% | 8.6% | | EPS（元/股） | 2.00 | 2.3 ...