冬日的牧野大地，一波波新玩法掀起了文旅消费的热浪：泡泡玛特IP雕像立在河畔，夜晚灯光闪烁，年 轻人搭起帐篷听音乐、拍短视频；太行山悬崖边，游客挑战蹦极、乘坐滑翔伞；古镇街巷里，非遗手作 坊和潮流小店林立，随手一拍就是朋友圈爆款…… 在新乡，潮流与新鲜感正成为城市的新名片——山水间能"玩心跳"，古镇会变身秀场，连商超也能成景 区，文旅消费以全新姿态圈粉各地游客。 12月20日下午，来自郑州的游客李倩漫步在新乡共渠生态长廊。"这里既能亲近自然，又有艺术市集和 音乐派对。拍照发朋友圈，朋友们都问这是哪儿。"她笑着说，"简直是城市里的'微度假'。" 即使是城市里的平原湖公园，也在周末和节假日变身潮流舞台，街舞大赛、音乐会、露营活动接连上 演，成为市民休闲娱乐的"宝藏打卡地"。 "这些新消费场景的背后，是新乡市在文旅融合上的系统化创新。"新乡市文化广电和旅游局局长韩卫军 说，全市构建了"IP引流+场景创设+活动联动"发展模式，引入泡泡玛特等顶流IP，将生态空间艺术化激 活，全域布局夜间经济，把"流量"转化为实实在在的"消费量"。 游完南太行，再到新乡胖东来购物，这条"山水+商超"的快乐路线，已经成为来新乡的"必玩标配" ...

这些是过去几年临汾加速推进高品质城市建设、高品质城市生活建设的成果体现。与此同时，临汾还开 展"最初中国·文明临汾""文明十小事""健康十小事""环保十小事"，将城市建设和文明建设相结合。 "市民发自内心爱这个城市，合力改善方方面面的环境，会让游客感觉到温馨、温暖和信任。"财经作家 秦朔感慨道，沿着这条路走下去，文旅产业增长就是水到渠成的，保持韧性、创新，坚持长期主义，临 汾一定会大放异彩。 上新玩法：融合赋能让文化出圈 "博物馆通过场景化设计和科技赋能，让我们穿越4000多年与祖先对话。"在陶寺遗址博物馆看到先民的 祭祀生产、观测天象、击鼓舞蹈，中国旅游协会秘书长葛磊难掩激动。 新华网太原12月22日电（王亮 王梦佳）厚重的历史文化资源如何变成文旅热度？这是坐拥壶口瀑布、 陶寺遗址、洪洞大槐树等知名文化IP的山西临汾，多年来面对着的考题。 近年来，临汾把文旅产业作为耐心产业来培育，顺应文旅深度融合趋势、拥抱文旅行业新玩法、捧出真 诚必杀技，推动历史文化资源向文旅产业动能转化。 改变理念：文旅是耐心产业 近期，在临汾参加2025新华网思客年会的嘉宾走进陶寺遗址博物馆、财神楼、汾河公园、微短剧基地 等，并在云丘 ...

首先，黑龙江正处于流量转化的投资窗口期。2024年，哈尔滨机场以2379.8万人次的吞吐量创下历史记 录，继续领跑东北。随着东北亚航空枢纽建设的推进，2025年这条增长曲线有望进一步上扬，尤其在国 际航线与跨境客流方面将释放出巨大的市场潜力。在她看来，黑龙江不缺流量，关键是助力消费升级， 需要的不仅仅是卖门票，而是引入高质量文旅产品和国际化运营。 其次，这里拥有支撑全季全域旅游的独特资源优势。她提到，黑龙江的夏季生态同样不可忽视，从伊春 的森林氧吧到五大连池的天然矿泉资源，都是顶级资源，完美契合全球大健康趋势。 再者，黑龙江展现出日益优化的营商环境与文旅投资潜力。近年来，黑龙江出台了多项促进投资的相关 条例，致力于打造亲商、安商的氛围，已经取得一定成果。 最重要的是，一南一北战略联动带来的机遇。何超琼提到，近期黑龙江省与澳门特区签署了旅游合作备 忘录，为合作奠定了政策基础。在此框架下，可推动"一城多站"合作模式，利用澳门特区作为国际旅游 休闲中心的优势，吸引国际旅客先到大湾区感受岭南文化，再引导游客向北，来到黑龙江体验极致冰雪 与森林生态。这种将热带海岛与冰雪圣地串联的跨境旅游路线，能实现客源共享与优势叠加， ...

Core Insights - In 2025, October Rice experienced rapid growth, with total revenue reaching 3.064 billion yuan, a year-on-year increase of 16.9%, and adjusted net profit soaring by 97.7% to 294 million yuan, resulting in an adjusted net profit margin increase from 5.7% to 9.6% [1] Group 1: Brand Strategy and Market Positioning - October Rice utilized a dual strategy of "new generation celebrity endorsement + media authority empowerment" to effectively convert "traffic—trust—sales" during the new rice season, addressing the core pain point of "brand voice not landing" in new consumer brands [3] - The brand targeted the "Z generation emotional consumption" demand by appointing popular actor Ke Chun as the "Chunxiang Recommendation Officer," launching a limited edition of Wuchang rice, which significantly enhanced brand recognition among young consumers [3][5] - October Rice reinforced its brand barrier by leveraging media resources, including a dialogue with the president of the China Agricultural Risk Management Research Association, showcasing its innovations in the supply chain and enhancing consumer trust in its "farm-to-table" model [5] Group 2: Channel Development and Product Innovation - The company constructed a comprehensive channel network of "e-commerce + supermarkets + instant retail," achieving breakthroughs in immediate retail and segmented product offerings to meet the trend of "instantaneous and scenario-based" household food consumption [6] - October Rice launched differentiated product matrices focusing on three major scenarios: small vacuum-packed rice for single-person meals, limited edition collaborative products for young consumers, and upgraded corn products for diverse leisure scenarios [8] - The brand's strategy emphasizes capturing the "last mile" of consumer entry through partnerships with instant retail platforms, reducing delivery times to 30 minutes, which aligns with the fresh and emergency consumption attributes of household food [6] Group 3: Supply Chain and Long-term Growth - October Rice ensures quality and cost advantages through "direct sourcing + intelligent warehousing + order-based production," maintaining a stable market share in the Northeast rice category [9] - The brand has conducted traceability for new rice seasons for four consecutive years, ensuring high-quality raw materials from core production areas, and has cumulatively procured over 14 billion yuan of raw grain from 2020 to 2024 [9] - The growth logic of October Rice during the 2025 new rice season represents a breakthrough in "new consumption internal competition," focusing on "precise traffic conversion, channel efficiency enhancement, and deep supply chain integration" rather than relying solely on price or marketing wars [9]

Core Insights - The article emphasizes that companies should not solely focus on follower counts and view metrics in new media operations, but rather align their strategies with actual business needs and conversion rates [1][3][4] New Media Operation Goals - Many business owners misunderstand new media operations by overly concentrating on superficial metrics like follower numbers and view counts [3] - The focus should shift from merely measuring exposure to evaluating how many customers or transactions are generated [4] Business-Oriented Operational Strategies - New media operations should be guided by business outcomes rather than just exposure data [4] - Companies need to reassess their content strategies to ensure alignment with actual business objectives [4] - There is a need to abandon the blind pursuit of follower counts and view metrics in favor of understanding the conversion value behind the traffic [4][5] Practical Considerations - Companies should consider whether the core goal is to acquire traffic or to achieve business conversions [5] - A focus on numerical growth without regard for actual commercial value can lead to resource waste and strategic misalignment [5]

Core Insights - Ant Fund's net profit surged by 360% in the first half of the year, earning more than its total profit from the previous year, with revenue reaching 9.25 billion and net profit at 434 million [1][3][5] Group 1: Financial Performance - Ant Fund's revenue for the first half of 2025 was 9.25 billion, a year-on-year increase of 22%, while net profit skyrocketed from 94 million in the same period last year to 434 million [3][5] - The significant profit increase is attributed to the scale and traffic generated by Alipay, which has 1 billion monthly active users, enhancing user engagement and transaction volume [3][7] Group 2: Market Dynamics - Despite a general trend of fee reductions in the fund industry, Ant Fund managed to thrive by leveraging its large user base and maintaining high trading activity, which resulted in substantial fee income [5][9] - The recovery of the A-share market contributed positively, with increased trading volumes and popularity of "fixed income +" and index funds, leading to higher transaction fees [7][9] Group 3: Competitive Landscape - Ant Fund's success has intensified the competitive landscape in the fund distribution industry, creating a significant gap between it and its competitors, such as Tian Tian Fund, with Ant Fund's revenue being 6.5 times and net profit 6.8 times that of Tian Tian Fund [9] - The competition is shifting towards a technology-driven model, where firms will compete on AI advisory services and user experience rather than just fee rates [9]

Core Viewpoint - Changzhou has successfully transformed the excitement of the Suzhou Super League (Su Super) into a vibrant cultural and economic phenomenon, leveraging community engagement and innovative marketing strategies to enhance its city image and boost local tourism and industry [3][4][17]. Group 1: Community Engagement and Marketing Strategies - Changzhou has become the "popularity king" among the thirteen cities in the Su Super, thanks to its unique charm and community involvement [3][4]. - The local government has actively engaged in social media interactions, breaking down barriers between officials and citizens, which has significantly increased public participation in the Su Super events [8][9]. - The city has launched various creative campaigns, such as themed events for each match, including free admission to attractions for visitors from rival cities, which has attracted significant tourist traffic [13][15]. Group 2: Economic Impact and Tourism Growth - In June, Changzhou's key tourist attractions received 5.33 million visitors, a year-on-year increase of 13.4%, generating direct revenue of 480 million yuan, up 10.7% [17]. - The local tourism sector has seen a remarkable increase in consumer spending and visitor numbers, leading to Changzhou ranking first in the province for tourism growth since the start of the Su Super [17]. - The city has not only focused on tourism but has also promoted local industries and improved its business environment, enhancing its overall brand influence [17].

Core Viewpoint - The article discusses how Changzhou leveraged the "Pen Stroke Defense War" during the Suzhou Super League to enhance its city image and promote local tourism and industries through creative marketing strategies and community engagement [4][14]. Group 1: Event and Community Engagement - Changzhou's football team achieved a significant victory in the ninth round of the Suzhou Super League, which sparked excitement and joy among fans [2]. - In response to the support from the public, Changzhou quickly launched six major gifts, including a lottery for fans, creating a celebratory atmosphere [3]. - The local government actively engaged in social media interactions, which helped bridge the gap between officials and the public, enhancing community participation [8][9]. Group 2: Marketing Strategies - Changzhou utilized the Suzhou Super League as a platform to promote local attractions and industries, including unique marketing campaigns like "9.9 yuan ticket + radish dry fried rice" [4][12]. - The city introduced themed events for each match, such as showcasing local cuisine and manufacturing, which significantly increased local tourism and engagement [11][12]. - The local government effectively responded to the "losing strokes" meme, turning it into a marketing opportunity that resonated with the public [9]. Group 3: Economic Impact - The influx of visitors due to the Suzhou Super League led to a notable increase in tourism, with key attractions receiving 533 million visitors in June, a 13.4% year-on-year increase [14]. - The local economy benefited from the event, with direct revenue from key tourist sites reaching 480 million yuan, reflecting a 10.7% increase [14]. - Changzhou's tourism consumption and visitor numbers have been the highest in the province since the start of the Suzhou Super League [14][15].

Core Insights - The short drama sector is experiencing intense competition, with new entrants including major e-commerce platforms like JD.com, Pinduoduo, and Taobao, indicating a strategic shift towards content-driven user engagement [1][4][11] Group 1: JD.com's Strategy - JD.com has recently begun recruiting for multiple short drama-related positions, with salaries reaching up to 1.4 million yuan, highlighting its strategic commitment to this sector [1][5][7] - The launch of a "short drama" channel within the JD app, currently in a testing phase, signifies JD's intent to integrate short dramas into its ecosystem [5][7] - JD.com aims to consolidate its previous short drama efforts into a comprehensive content operation and commercial conversion system, focusing on content innovation [7][18] Group 2: Competitor Analysis - Taobao has a long-standing investment in short dramas, launching initiatives like the "100 Billion Taobao Drama Plan," which allocates 5 million yuan per drama and over 1 billion yuan in traffic support [7][11] - Pinduoduo's "Duo Duo Has Good Dramas Plan" incentivizes creators with lifetime revenue sharing and enhanced CPM rates, targeting the lower-tier market with free content [9][10] - Meituan integrates short dramas with local services, embedding purchase options within the content to create a seamless consumer experience [10][12] Group 3: Market Dynamics - The e-commerce giants are responding to stagnating user growth and rising customer acquisition costs, with the online shopping user base in China reaching 974 million, growing only 6.5% year-on-year [11][14] - Short dramas, characterized by their brief, engaging formats, are seen as a means to enhance user retention and reduce acquisition costs by increasing time spent on platforms [14][17] - The competition is shifting from price wars to content differentiation, with short dramas filling gaps in the content ecosystems of these platforms [14][18] Group 4: Future Outlook - The entry of e-commerce platforms into the short drama space is expected to reshape the market, but established players like Hongguo may maintain their lead due to their content expertise [18][19] - The market may evolve into a dual structure where specialized short drama platforms dominate content creation while e-commerce platforms focus on enhancing transaction conversions [19][21]

Group 1 - The company faced challenges due to a hidden location and strong competition, leading to a decline in customer visits [2] - The solution involved leveraging video platforms for online traffic, capitalizing on the high daily active users [3][4] - The company successfully converted online traffic into sales through promotional strategies, resulting in a 23% increase in gasoline sales and 5,800 orders in 11 days [5] Group 2 - The company identified the need for quality and affordable promotional products to address customer complaints about pricing [7][8] - A successful procurement strategy was implemented by sourcing products from Yiwu, leading to a 38% increase in recharge transactions [11][12] - The introduction of new products resulted in the sale of 13,000 items and a reduction in marketing expenses by approximately 80,000 yuan [12] Group 3 - The company recognized the shift towards electric vehicles and the need to adapt by developing a car maintenance service [13] - A cost-effective car cleaning service was launched, attracting over 500 new customers and generating additional revenue [14] - The company emphasized the importance of service quality and customer engagement in its transformation strategy [15]