情绪营销还对AI营销浪潮带来了助推。随着AI技术越来越成熟和持续赋能，以及国家相关部门持续出台行业政策及标准（如AI标识制度 等），让AI营销成为"新显学"，而无论是数字人技术还是智能营销体系，都可以帮助品牌和媒介平台更快速捕捉用户情绪、高效的占领 用户心智。 虚拟偶像方面，2025年1-11月份，言和、初音未来、洛天依牢牢占据内容互动量前三的位置；智能营销方面，从单点到跨OS、跨屏，基 于场景的千人千面触达正在改变营销模式；用户运营方面，基于对用户即时意图和情绪的理解，生成跨场景的营销内容体系，已经成为 可能，人群标签化运营体系正在被生成式用户运营体系取代！ 可以说，这场营销革命的大幕才刚刚拉开，接下来，随着AI技术的持续迭代，营销的内涵和外延将发生根本性的变化……具体各家表现 如何？不妨看报告吧。 今天给大家盘点一下2025年营销热点事件。QuestMobile数据显示，2025年可谓是营销"丰收年"，"情绪"成为核心生产力，用户情绪不仅 决定了诸多行业和产品走向（例如labubu的爆火），还构建起了融合"品牌心智占领"、"营销爆点频出"与"爆款产品销售"于一体的闭环体 系。 这不仅点燃了全年的消费热潮， ...

Core Insights - The article emphasizes the significant changes expected in the AI industry by 2026, driven by increased capital investment, systematic competition among models, and intensified competition in foundational applications [3] Group 1: Marketing Trends in 2025 - 2025 is projected to be a "harvest year" for marketing, with "emotion" becoming a core productivity driver influencing various industries and products [4] - The marketing landscape will see three major peaks: popular IP marketing from New Year's to Spring Festival, new product marketing from Labor Day to 618, and diverse marketing from Mid-Autumn Festival and National Day to Double 11 [4] - Emotional marketing will enhance brand connections by deeply exploring consumer emotional tags, leading to innovative collaborations like "Luckin Coffee X Line Dog" and "Morning Glory Stationery X 'Wang Wang Mountain Little Monster'" [4] Group 2: Industry Opportunities - Traditional industries such as food services and apparel will benefit from emotional marketing, with their respective co-branding marketing shares at 18.5% and 12.1% in 2025 [5] - AI marketing will gain momentum as AI technology matures, supported by government policies like the AI labeling system, making it a "new prominent field" [5] - Virtual idols will dominate content interaction, while intelligent marketing will evolve from single-point to cross-platform strategies, enhancing user engagement [5] Group 3: Brand Marketing Strategies - Brands will focus on diverse marketing strategies in 2025, balancing traditional methods with deeper AI marketing applications [9] - Key marketing nodes will include new product launches and public sentiment management, with content platforms playing a crucial role in brand communication [12][14] - Brands will increasingly align marketing efforts with holiday events, using emotional and AI marketing to convey brand values [19] Group 4: Co-branding and Emotional Marketing - Co-branding will thrive under the consumer logic of "buying for emotions," with brands leveraging deep understanding of consumer psychology and social emotions [24][26] - Brands will focus on aligning IP cultural cores with their value genes, creating fresh experiences that resonate with both IP and brand characteristics [28] - The overlap between mainstream IP users and core brand users will be emphasized to strengthen emotional connections [30] Group 5: AI Marketing Evolution - AI marketing will become a central topic in 2025, driving continuous optimization of marketing models [39] - The rise of AI virtual digital humans will shift from traditional models to AI-native entities, expanding their application across industries [43] - User operations will transition from segmented approaches to generative user management, enhancing marketing content across various scenarios [45] Group 6: Channel Marketing Dynamics - Online channels will see steady growth in traffic, with brands concentrating marketing resources on these channels [58] - Hard advertising will focus on e-commerce and live-streaming channels to shorten conversion paths [60] - The beauty industry will expand its offline channels, shifting marketing highlights from "flagship stores" to diverse concepts like "experience labs" [66]

01 越来越"奇怪"的优惠 9.9元的瑞幸咖啡，越来越难买到了。 近日，不少网友发现，在瑞幸咖啡小程序上"每周9.9"菜单栏下，很多产品需在9.9元的基础上，再加3元方可购买。因此，瑞幸咖啡9.9元活动的真实性遭 到质疑。 瑞幸咖啡"每周9.9元"优惠活动自2023年上半年启动以来，从最开始的全场饮品均可使用9.9元优惠券，到后来只剩少量指定饮品可用，再到如今的"加3 元"购买，优惠活动一步步缩水。也难怪网友发出"玩不起别玩"的吐槽。 "瑞幸咖啡现在每周9.9元活动，可以用'奇怪'二字来形容。"瑞幸咖啡常客萧虹向《财经天下》抱怨。她从两年前的咖啡低价大战起，开始关注和购买瑞幸 咖啡产品，下单过西梅美式、轻轻茉莉、柚C冰茶……凭借9.9元低价，她把各种口味尝了个遍。 但她后来发现，瑞幸咖啡的"每周9.9"入口愈发难找，即使找到了，可选品类也十分有限。11月28日，她拿起手机打开小程序，定位北京国贸一门店，却 惊讶地发现，从瑞幸咖啡小程序首页的"每周送你9.9元"海报进入"每周9.9"菜单后，不少咖啡产品乍一看标价9.9元，但底下用小号字体标明"+3元"，也即 这些咖啡需在9.9元的基础上，再加3元方可购买。 为 ...

Industry Overview - The domestic tea and coffee market is undergoing continuous reshuffling, with leading brands accelerating their scale competition [2] - In October, 27 monitored coffee brands opened 3,341 new stores, a month-on-month decrease of 10.31% but a year-on-year increase of 94.47%, totaling 81,000 stores [2] - The tea beverage sector saw 30 monitored brands with a total of 133,800 stores, netting a growth of 186 stores in October, a month-on-month increase of 0.14% [2] Expansion and Challenges - Despite expansion, concerns are emerging as brands like Mixue Ice Cream and Tea closed 804 stores, followed by Sweet Lala with 341 closures [3] - Other brands such as Shuyi Burned Grass and Bawang Tea Sister also reported significant closures, indicating potential challenges in maintaining store profitability [3] Product Innovations - Tea brands are increasingly launching new sugar water products, with Gu Ming introducing a slow-cooked series and CoCo also launching a new sugar water bowl [4] - The advantages of tea shops venturing into sugar water include overlapping customer demographics and core ingredients, which help reduce material pressure [4] Marketing Collaborations - CoCo has partnered with the game "Ming Chao," while Tims Coffee collaborates with Avita Motors, showcasing a trend of innovative cross-industry marketing [5] - Notable product performances include Mixue Ice Cream's "Ice Fresh Lemonade" selling over 1.5 billion cups in ten months, indicating strong consumer demand [5] Leadership Changes - Eric Lauterbach, CEO of Piye Coffee, has announced his departure, with Stuart Heflin set to take over, bringing over 20 years of experience in global consumer brands [6] Financial Developments - Manner Coffee is reportedly considering an IPO in Hong Kong by 2026, while Luckin Coffee is monitoring the U.S. capital market for a potential return to the main board [7] - Luckin Coffee reported Q3 2025 revenue of 15.287 billion RMB, a year-on-year increase of 50.2%, with a total of 29,214 stores after opening 3,008 new locations [8] - Starbucks is facing a collective lawsuit from shareholders for allegedly concealing sales declines, highlighting operational risks in the fast-growing industry [8]

Core Insights - DQ's innovative approach of incorporating Wuchang rice into ice cream reflects the necessity of creativity in the new consumption era [1][4] - The collaboration with "Tomb Raider" has successfully engaged fans, creating a unique emotional connection and enhancing the product's appeal [2][10] Product Innovation - DQ launched the Wuchang Rice Mochi Blizzard, which topped the delivery charts and is expected to become a blockbuster product with annual sales exceeding 100 million [4][5] - The unique flavor combination of rice, mochi, and rich milk has captivated consumers, leading to positive feedback and a sense of nostalgia among fans of "Tomb Raider" [2][8] Marketing Strategy - DQ's marketing strategy includes interactive experiences, such as a tabletop game that allows customers to engage with the "Tomb Raider" theme while enjoying their ice cream [3][10] - The brand has successfully created a sense of community among fans, encouraging them to share experiences and memories associated with the "Tomb Raider" series [10][12] Consumer Engagement - DQ's events, such as the "Rice Festival," have attracted thousands of fans, showcasing the emotional power of nostalgia and community [9][10] - The brand's ability to connect with the younger generation through cultural symbols and emotional narratives has strengthened its market position [7][13] Brand Positioning - DQ distinguishes itself from competitors by focusing on deep cultural connections rather than merely leveraging popular IPs, creating a unique brand identity [11][13] - The emphasis on immersive experiences and emotional resonance has established DQ as a favored destination for young consumers [16]

Core Insights - In August, 27 tracked chain coffee brands opened a total of 3,904 new stores, representing a month-on-month increase of 8.81% and a year-on-year growth of 215.6% [1][3] - The total number of coffee stores surpassed 70,000, reaching 70,311, with a net increase of 3,853 stores month-on-month, reflecting a growth rate of 5.80% [1][3] - The market growth is highly concentrated among leading brands, with only six brands showing month-on-month growth [1][4] Brand Performance - Luckin Coffee opened 926 new stores in August, achieving a year-on-year growth of 190.28%, with a total of 27,814 existing stores [3][4] - Kudiz Coffee and Lucky Coffee also showed significant growth, with new store openings of 1,506 and 1,012 respectively, marking year-on-year increases of 288.14% and 820% [3][4] - Starbucks, despite opening 52 new stores, experienced a year-on-year decline of 47.47%, indicating challenges in maintaining growth [3][4] Market Dynamics - The market is witnessing a "Matthew Effect," where leading brands like Luckin Coffee dominate with 39.5% of total stores, creating significant barriers to entry for smaller brands [4][6] - Brands like Kenyue Coffee and NOWWA Coffee are in the second tier, each opening over 100 new stores, but showing a decline compared to July [4][6] - Nine brands did not open any new stores in August, highlighting the competitive pressures faced by mid-tier and smaller brands [4][6] Product Innovation - A total of 81 new SKUs were launched across the 27 brands, with Luckin and Starbucks each introducing 11 new products [6][8] - Brands are increasingly focusing on health-oriented products, with Kudiz Coffee and NOWWA Coffee introducing healthier options to align with consumer trends [9] - Collaborative marketing efforts were prominent, with 14 partnerships occurring in August, maintaining the same level as July [9] Conclusion - The coffee market is characterized by rapid expansion among leading brands, significant product innovation, and a growing emphasis on health and collaboration, indicating a dynamic and competitive landscape [1][4][9]

Core Viewpoint - The current coffee market has shifted to a stock competition phase, where relying solely on product and collaboration innovations may not create a long-term competitive advantage [1] Group 1: Collaboration and Consumer Behavior - Luckin Coffee's collaboration with "Honkai: Star Rail" sold out quickly, with a package priced at 36.9 yuan that included two cups of coffee and exclusive merchandise [2][3] - Consumers are increasingly focused on obtaining exclusive merchandise rather than the coffee itself, leading to a phenomenon where people are willing to pay extra for collectibles [5][8] - The marketing strategy emphasizes the sale of merchandise over coffee, with consumers expressing that they are essentially buying merchandise and receiving coffee as a bonus [9][10] Group 2: Marketing Costs and Financial Implications - Luckin Coffee's marketing expenses have risen significantly, with Q1 2025 marketing costs reaching 496.4 million yuan, a 52.4% increase year-over-year [12] - The company has been successful in generating sales through collaborations, but this has led to increased marketing costs that may not be sustainable in the long term [13] - The reliance on collaborations for sales growth raises concerns among investors about the long-term viability of this strategy, as it may not contribute to sustainable brand growth [13] Group 3: Market Competition and Pricing Strategies - The coffee market is experiencing intense competition, with many brands lowering prices to attract consumers, leading to a price war [14][15] - Luckin Coffee has adjusted its pricing strategy in response to external competition, reducing the number of discounted products and increasing some prices [15][16] - The company needs to find new growth engines as the market reaches saturation, with merchandise sales currently being the most direct method to drive revenue [16]

Core Insights - The coffee market is experiencing rapid expansion alongside an accelerated rate of brand elimination, indicating a competitive landscape where both growth and decline are prevalent [1][11]. Expansion and Closure - In July, 27 tracked coffee brands opened a total of 3,436 new stores, representing a month-on-month increase of 19.39% and a year-on-year growth of 145.25%, doubling the overall expansion speed compared to last year [1][3]. - The total number of coffee shops reached 65,170, with a month-on-month decline of 2.02%, indicating that approximately 4,779 stores closed in the previous month [1][3]. Brand Performance - Luckin Coffee emerged as a significant player, opening 1,291 stores in July, achieving a staggering year-on-year growth of 908.59% and surpassing Luckin in monthly openings [3][4]. - Starbucks showed a decline in store openings, with a year-on-year decrease of 60.66%, reflecting a more cautious growth strategy focused on market consolidation rather than aggressive expansion [3][4]. - Kudi Coffee experienced a year-on-year growth of 103.32% but faced a month-on-month decline of 46.14%, signaling potential challenges in its expansion strategy [4]. Market Trends - The coffee market is characterized by a dual trend of rapid growth among leading brands and a high elimination rate among smaller brands, with some facing exit risks [11]. - Product innovation is centered around summer themes, with a focus on health and light food options, as well as ice cream elements becoming increasingly popular [10][11]. - Collaborative marketing efforts have decreased, with 14 partnerships in July, down from 19 in June, indicating a shift in marketing strategies [10][11]. Future Outlook - The coffee market is expected to continue its polarization, with leading brands leveraging scale and innovation to enhance their market position, while niche brands seek survival through unique positioning [11].

Core Insights - The enthusiasm for collaborative marketing among tea and coffee brands is declining, with consumers expressing fatigue over repetitive and superficial collaborations [2][3][4] - Brands are now compelled to rethink their strategies, focusing on creating lasting IPs that resonate with their brand identity rather than relying solely on trendy collaborations [3][14] Group 1: Collaborative Marketing Trends - In the past year, over 270 collaborations occurred among 27 notable tea and coffee brands, surpassing the previous year's 250 collaborations by 33 brands [2] - Many collaborations are criticized for lacking substance, often resulting in mere cosmetic changes without genuine innovation, leading to consumer disinterest [2][3] - The effectiveness of collaborations is diminishing as they become routine, prompting brands to seek more creative and engaging approaches [3][4] Group 2: Successful Case Studies - The collaboration between Luckin Coffee and Duolingo was highlighted as a successful example, featuring an immersive narrative that engaged consumers beyond just product offerings [5][6][9] - This collaboration generated significant social media buzz, with millions of exposures and nearly 900,000 cups sold in the first week [5][6] - The success was attributed to creative storytelling, user participation, and cultural resonance, demonstrating that effective collaborations require more than just brand logos [5][9] Group 3: Strategic Shifts in Branding - Some leading brands, like Heytea, are adopting a "zero collaboration" strategy, focusing on developing their own star products instead of following the trend [3][10] - Other brands are opting for a "less is more" approach, carefully selecting high-synergy collaborations that resonate deeply with their target audience [10][12] - The emphasis is shifting towards building proprietary IPs that can foster long-term consumer relationships and brand loyalty [14][15] Group 4: Building Proprietary IPs - Brands like Mixue Ice City are successfully creating their own IPs, such as the "Snow King," which has become a cultural phenomenon and significantly boosted brand visibility [15][16] - The development of proprietary IPs allows brands to establish emotional connections with consumers, providing long-term value beyond transient collaborations [16][27] - The focus on cultural value and emotional engagement is becoming essential for brands to differentiate themselves in a crowded market [27][28]

Core Insights - The coffee shop industry is experiencing significant growth, with a total of 2,053 new stores opened in June, representing a 2.14% month-over-month increase and an 89.39% year-over-year increase, bringing the total number of stores to 65,468 [1][2][3] Brand Performance - Luckin Coffee opened 661 new stores in June, a year-over-year increase of 38%, while Kudi Coffee led with 903 new stores, marking a staggering 498.01% increase [2][3] - Starbucks saw a decline in new openings, with only 17 stores opened in June, a decrease of 76.71% year-over-year, while maintaining a total of 7,824 existing stores [2][3] - Kudi Coffee's existing store count surpassed 15,000, reflecting rapid expansion, while Luckin Coffee's store count exceeded 6,000, having doubled in the past year [5][13] Product Innovation - A total of 79 new SKUs were launched across 27 brands in June, with Starbucks leading with 12 new products, followed by Kudi Coffee and Luckin Coffee with 11 and 10 new products, respectively [7][9] - Seasonal flavors and health-oriented products are trending, with many brands introducing fruit-infused coffee options to cater to summer preferences [10][11] Marketing Strategies - Collaborative marketing is becoming a norm, with 19 partnerships in June, notably increased activity from Luckin Coffee, which engaged in four collaborations, including popular IPs like SpongeBob [11][12] - The focus on animated IP collaborations is evident, with brands like Starbucks and Kudi Coffee targeting family-friendly and youth demographics through strategic partnerships [12][13] Industry Outlook - The coffee industry is shifting towards refined operations and product differentiation, with local brands gaining traction against international competitors [13]