21世纪经济报道记者肖夏 综合报道 又一家白酒品牌牵手明星。 1月26日，沱牌酒官方账号宣布，刘晓庆和喜剧达人杨雨光担任"沱牌特级嘴替"，刘晓庆还将在1月31日晚做客沱牌官方旗舰店的抖音直播。 沱牌酒是舍得酒业（600702）旗下品牌，也是舍得酒业的品牌基点，在第五届全国评酒会上获评全国名酒，近年其主推的是沱牌特级T68高线光瓶酒以及主 打复古情怀的沱牌曲酒。 随着马年春节渐近，白酒消费即将进入旺季。最近一个多月来，官宣明星代言的白酒品牌越来越多。 去年12月中旬，水井坊（600779）宣布梁朝伟成为"水井坊·第一坊"品牌代言人。今年1月，谷小酒宣布罗永浩成为谷小酒品牌推荐官，牛栏山则找来岳云鹏 成为品牌代言人，古井贡酒（000596）官宣刘涛成为品牌的"新春派福官"。 前些年白酒不愁卖，明星代言并不多见。但最近一两年，白酒的经营主线转向促进动销，更接近大众消费品的营销逻辑，越来越需要借助明星的影响力。 于是包括邓紫棋、刘涛乃至已经出道40年梁朝伟，都第一次代言了白酒产品。 （梁朝伟的水井坊代言广告已经在线下铺开，21记者摄于重庆北站） 外界感到意外之余，仔细观察又觉得合情合理。去年以来，白酒品牌邀请明星代言 ...

第 1页 共 4页 2025 明星营销市场与趋势观察-艺恩 一、研究背景评估 二、范围与边界确认 三、核心摘要提炼 四、关键数据抓取与呈现 五、风险与机遇诊断 | 研究维度 | 具体覆盖范围 | | --- | --- | | 核心研究主题 | 中国明星代言营销市场，涵盖市场大盘、行业分布、圈层特点、营销策略及新兴趋势。 | | • | 报告重点关注了以下行业： 美妆护肤、服装配饰（代言最密集） | | 细分行业 • | 交通出行、3C 数码、食品饮料（增长显著） | | • | 电商平台（营销大战升级） | | • | 奢侈品（出现负增长） | | 地域市场 | 报告未明确限定地域，但所有案例和数据均基于中国市场的明星代言活动。 | | 1. | 品牌方：各行业寻求明星代言的品牌主。 | | 用户/研究对象群体 2. | 明星/艺人：涵盖娱乐影视、体育、音乐、喜剧等多个圈层的艺人。 | | 3. | 营销从业人员：关注社媒营销、内容创新、技术应用的行业人士。 | 三、核心摘要提炼 核心观点总结： 第 2页 共 4页 一、研究背景评估 | 评估维度 | 具体说明 | | --- | --- | | 研究机构 ...

21世纪经济报道记者 贺泓源 耐克跟邓紫棋签约了，这听起来奇怪又合拍。 近日，耐克宣布邓紫棋正式成为其旗下Jordan品牌的全球合作伙伴，这个title并不低。耐克认为邓紫棋是个不断突破的人，从音 乐人到出版小说，还担任自己巡回演唱会的总导演。这和Jordan很搭。 背后是，耐克在巨大市场压力下，必须更深度地融入中国。 邓紫棋是一个恰当的落点。 今天，我们就来聊下，耐克的邓紫棋经济学。 大家好，我是小贺，欢迎收看本期消费参考。 首先，我们要看到，耐克确实在更深度地拥抱娱乐流量。在邓紫棋之前，耐克已签下了王嘉尔，title是NIKE和JORDAN的全球 合作伙伴。 背后是，在竞争激烈的中国运动市场，文娱明星确实越来越重要了。 2021年，李宁签下肖战成为运动潮流产品全球代言人。宣布没多久，肖战的同款商品就销售一空。或许是带货能力太强了，在 2025年，肖战升级为李宁全球代言人，合作涵盖品牌全线产品。 此外，安踏品牌签约了王一博为全球首席代言人，FILA签下了杨幂与易洋千玺。 对比之下，耐克的代言人选择，没有完全倾向于流量，有着自己的价值判断。 事实上，与邓紫棋的合作，是耐克中国团队力推的。这也显示出耐克中国团队 ...

Investment Rating - The report does not explicitly state an investment rating for the instant noodle industry Core Insights - The report analyzes the social media heat trends and key events driving the instant noodle category from November 1 to December 31, 2025, across major platforms like Weibo, Douyin, Zhihu, and grass planting platforms. It evaluates changes in volume, interaction, and sentiment, aiming to provide actionable market insights and strategic recommendations for brands to enhance their influence and competitiveness on social media [4]. Summary by Sections Industry Definition and Market Overview - Instant noodles are defined as convenient, quick-to-prepare food products, typically consisting of noodle cakes, seasoning packets, and oil packets. They have maintained a significant role in consumers' daily lives, especially in scenarios like travel, overtime work, and home dining. Despite facing challenges from emerging food formats like takeout and pre-prepared meals, instant noodles hold a dominant position in the fast food sector, capturing a 40.78% market share in the instant food market with a year-on-year growth of 6.21% in Q1 2025 [5][6]. Social Media Trend Analysis - From November to December 2025, the overall volume and interaction of the instant noodle industry on social media showed volatility, driven by key marketing events and social occurrences. For instance, the launch of the "Pure Fresh Chicken Soup" series by Kang Shifu on December 11, promoted by brand ambassador Zhou Shen, significantly boosted related topic volume [8][10]. Additionally, promotional activities on e-commerce platforms also influenced social media heat, such as the "Find Ma Chao" New Year event in mid-December [10]. Key Marketing Events - Major marketing events included the launch of Kang Shifu's "Pure Fresh Chicken Soup" on December 11, which generated substantial social media engagement, and the "Heavenly Choice Good Noodles" campaign linked to space technology, which attracted considerable attention in early November [37][38]. The collaboration with celebrities like Zhang Linghe also contributed to heightened social media activity [10]. Consumer Sentiment Analysis - The sentiment trend for the instant noodle category showed fluctuations, with a notable decline in net sentiment ratio (NSR) in early December, likely due to food safety concerns or negative public sentiment. However, NSR rebounded later in December, possibly due to proactive brand responses to negative publicity [49][52]. The report emphasizes the importance of monitoring sentiment trends to identify potential risks and adjust marketing strategies accordingly [50]. Platform-Specific Insights - Weibo and Douyin emerged as the primary platforms for instant noodle discussions, accounting for 52.8% and 39.5% of total volume, respectively. Weibo is characterized by fast information dissemination and strong topic engagement, while Douyin excels in creative content and user interaction [43][44]. Zhihu and grass planting platforms, although lower in volume, offer unique user engagement opportunities focused on product recommendations and lifestyle sharing [46]. Consumer Core Perspectives - Key consumer insights highlight preferences for product taste and quality, convenience, health concerns, and the impact of celebrity endorsements. Positive sentiments were noted for specific flavors and the convenience of instant noodles, while negative feedback often centered on health implications and rising prices [54]. The report suggests that brands should adapt their strategies based on these consumer insights to enhance competitiveness and satisfaction [54].

Core Insights - The Greensboro, N.C.-based company anticipates offsetting tariff impacts over a 12-to-18-month period through price increases, supply chain optimization, and other initiatives [1] - Kontoor Brands is implementing tariff mitigation strategies, focusing on controlling internal factors to navigate disruptions [3] - The mood in the denim industry has fluctuated due to tariffs and political changes, affecting business confidence and order volumes [6][7] Company Strategies - Companies like Guess Inc. expect minimal margin impacts from tariffs, with Guess projecting less than $10 million in year-over-year tariff impact [5] - Levi Strauss & Co. reported record gross margins, indicating successful offsetting of tariffs while maintaining top-line momentum [8] - U.S. Denim Mills noted a more active season despite cautious planning from clients, emphasizing durability and versatility in product offerings [10] Industry Trends - The denim industry is experiencing a strategic and agile approach from suppliers, focusing on innovation and partnerships to navigate uncertainty [9] - The closure of Vidalia Mills highlighted challenges in U.S. denim manufacturing, with significant financial implications and interest in acquiring historic looms [17][20] - Mount Vernon Mills announced a partnership to acquire and relocate historic looms, planning a phased rollout of denim production starting in 2026 [21][22] Consumer Engagement - Denim brands continue to leverage celebrity endorsements in marketing campaigns, with notable collaborations from Wrangler, Levi's, and Gap [11][12][13] - American Eagle's controversial campaign sparked significant public debate but ultimately increased customer awareness and engagement [14][16]

Core Viewpoint - The new tea beverage industry is transitioning from explosive growth to a phase of stock competition, where product quality and genuine consumer value are becoming more critical than mere marketing efforts [2][19]. Group 1: Company Overview - Naixue's Tea, a pioneer in the high-end market, announced actress Gao Yuanyuan as its brand ambassador on December 2, coinciding with its 10th anniversary [2]. - The company is facing significant operational challenges, with a reported revenue of 2.178 billion yuan for the first half of 2025, a substantial decline of approximately 40% year-on-year [2][8]. - Naixue's stock price has plummeted to around 1 HKD, a 95% drop from its initial listing price of about 19 HKD, resulting in a market value loss exceeding 30 billion yuan [2][34]. Group 2: Marketing Strategy - Naixue's recent marketing strategy includes a systematic approach to celebrity collaborations, aiming to enhance brand visibility [2]. - However, the effectiveness of this celebrity endorsement strategy has been questioned, with consumers expressing indifference towards the brand ambassadors [21][24]. - The shift in consumer sentiment indicates a market trend favoring product quality and consumer experience over celebrity endorsements [5][24]. Group 3: Financial Performance - Naixue's management expenses reached 1.37 billion yuan in the first half of 2025, surpassing its sales costs of 744 million yuan, highlighting a significant profit erosion factor [27]. - The company has accumulated losses exceeding 6 billion yuan, with a net loss of 117 million yuan reported for the first half of 2025 [30][34]. - Despite an increase in order volume by 11.43%, the average transaction value has decreased from over 40 yuan in 2021 to 25.7 yuan, indicating a dilution of the brand's premium positioning [28][30]. Group 4: Market Position and Strategy Challenges - Naixue's store network is predominantly concentrated in first- and second-tier cities, limiting its market expansion compared to competitors like Mixue Ice City, which have successfully penetrated lower-tier markets [34]. - The brand has undergone three significant name changes in the past decade, leading to perceptions of a lack of clear identity and strategic direction [34]. - High employee turnover and management instability have further complicated the execution of its strategic initiatives [34][35]. Group 5: Consumer Sentiment and Brand Image - Consumer feedback on Naixue's products has been mixed, with over 2,000 complaints reported, including issues related to product quality [5][24]. - The brand's focus on creating a "third space" experience has come under scrutiny as over 89% of orders are now from takeout and self-pickup, raising questions about the return on investment for physical store spaces [27][28].

Core Viewpoint - The collaboration between Xiangpiaopiao and sports star Sun Yingsha has led to a significant surge in demand for their milk tea, resulting in the product selling out within seconds of its release [1] Company Summary - Xiangpiaopiao's milk tea, endorsed by Sun Yingsha, has gained immense popularity due to its unique taste and the athlete's strong market appeal [1] - The company plans to ramp up production to meet the overwhelming market demand for the product [1] Industry Summary - The endorsement by a high-profile sports figure like Sun Yingsha highlights the impact of celebrity influence on consumer purchasing behavior in the beverage industry [1] - The rapid sell-out of the product indicates a growing trend in the market where unique flavors and celebrity endorsements drive sales [1]

Core Viewpoint - Tambor is planning to go public on the Hong Kong Stock Exchange, with funds aimed at technology research, brand building, multi-channel network upgrades, and supply chain management. Despite being the fastest-growing outdoor apparel brand in China in terms of online retail sales, its profitability has declined significantly over the past year [1][4]. Financial Performance - Tambor's revenue has increased from 732 million yuan in 2022 to 1.302 billion yuan in 2024, with a 85% year-on-year growth to 658 million yuan in the first half of 2025. However, net profit has fluctuated, with figures of 86 million yuan, 139 million yuan, and 107 million yuan from 2022 to 2024, respectively [4][6]. - The company's net profit margin dropped from 13.6% in the previous year to 8.2%, with a projected 5.5% by June 2025, indicating ongoing profitability challenges [1][4]. - Sales costs have risen significantly, with 364 million yuan in 2022, increasing to 587 million yuan in 2024, while the gross profit margin has decreased from 59.8% to 54.2% in the first half of 2025 [4][6]. Product Segmentation - Tambor's product lines include three main categories: top outdoor series, sports outdoor series, and urban light outdoor series. The high-end product line has seen a rise in sales proportion, but profit margins have decreased [3][5]. - The urban light outdoor series remains a key revenue driver, contributing nearly 450 million yuan in the first half of 2025, although its gross margin has declined to 51.4% [6][7]. Sales Channel Strategy - The company has shifted its focus to online sales, reducing the number of physical stores from 608 to 568, with online channels generating 52.7% of total revenue [10][11]. - Marketing expenses have surged, with advertising and promotion costs reaching 113 million yuan in 2024, a 100.25% increase from the previous year [14]. Consumer Complaints - There have been numerous complaints regarding price fluctuations and product quality, including issues with down jackets and customer service responses [16][17].

Core Insights - Li Auto has officially announced Yi Yangqianxi as its brand ambassador, marking a significant shift from its previous stance of not using celebrity endorsements [1][2][4] - The automotive marketing landscape is changing, with new energy vehicle brands increasingly adopting celebrity endorsements to differentiate themselves in a competitive market [4][28] Brand Strategy - Li Auto's decision to hire Yi Yangqianxi aligns with its strategy to appeal to younger consumers, moving away from its previous focus on middle-aged family-oriented branding [21][23] - The company aims to leverage Yi Yangqianxi's popularity to enhance brand recognition and emotional connection with potential customers [4][21] Market Context - The announcement coincided with the launch of the new Li Auto i6, which is positioned in the competitive price range of 250,000 to 300,000 yuan, directly competing with models like Tesla Model Y and Xiaomi Yu7 [10][15] - The i6 is designed to attract younger families and new middle-class consumers, with features such as an 800V high-voltage platform and fast charging technology [13][15] Financial Implications - The endorsement deal with Yi Yangqianxi is expected to be a significant investment, with costs typically in the tens of millions, reflecting the high stakes involved in celebrity marketing [9][16] - Despite the high costs, if the campaign successfully boosts sales, it could be seen as a smart investment for Li Auto, especially given its current financial health with cash reserves of approximately 106.9 billion yuan [27][21] Competitive Landscape - The trend of using celebrity endorsements is not unique to Li Auto; other new energy vehicle brands like NIO and Xpeng are also increasingly engaging celebrities to enhance their marketing efforts [28][4] - The shift towards celebrity endorsements among new energy vehicle brands indicates a broader industry trend where emotional branding is becoming crucial as technical specifications become more standardized [4][28]

Core Viewpoint - The announcement of Yi Yangqianxi as the brand ambassador for Li Auto marks a significant shift in the company's marketing strategy, moving from a previous stance of not using celebrity endorsements to embracing this classic marketing approach to enhance brand recognition and emotional connection with consumers [1][4][6]. Group 1: Marketing Strategy Shift - Li Auto's founder, Li Xiang, previously stated that car owners are the best ambassadors and that the company would not engage in celebrity endorsements [1][4]. - The automotive marketing landscape is changing, with new energy vehicle brands like Li Auto beginning to adopt celebrity endorsements as a means to differentiate themselves in a market where technical specifications are increasingly homogenized [6][7]. - The choice of Yi Yangqianxi, a popular young actor, aligns with Li Auto's strategy to appeal to younger consumers and families, marking a shift from targeting middle-aged demographics [34][36]. Group 2: Current Challenges and Goals - Li Auto is currently facing challenges in its electric vehicle transition, with recent models like the Li MEGA and Li i8 encountering negative publicity and declining sales [14][18][19]. - The company aims to stabilize monthly sales of its electric models at 18,000 to 20,000 units by the end of the year, with the new Li i6 model expected to contribute significantly to this target [22]. - The marketing push with Yi Yangqianxi is seen as a critical move to counteract previous negative perceptions and boost sales for the newly launched Li i6 [23][24]. Group 3: Financial Implications of Celebrity Endorsement - The cost of hiring Yi Yangqianxi as a brand ambassador is substantial, typically in the tens of millions, but could be justified if it successfully revitalizes sales and brand perception [24][32]. - The effectiveness of celebrity endorsements in driving sales remains uncertain, as consumer purchasing decisions for complex products like cars are influenced by product quality, pricing, and overall value [40][44]. - There are concerns that investing heavily in celebrity endorsements may not yield immediate returns, and some consumers prefer that funds be allocated to vehicle incentives rather than marketing [45][46]. Group 4: Industry Trends - The trend of using celebrity endorsements is becoming more prevalent among new energy vehicle brands, with competitors like NIO and Xpeng also engaging in similar marketing strategies [46][47]. - Li Auto is the first among its peers to officially adopt a celebrity ambassador, while others have utilized "celebrity owners" or "chief experience officers" to promote their brands [47][51]. - The shift towards celebrity endorsements reflects a broader industry trend where brands seek to enhance their appeal to younger consumers and differentiate themselves in a competitive market [70][72].