共探新营销，共创新可能 设计 | 常 笑 撰文 | 编 辑 部 编辑 | 张 南 吴声： 某种意义上，雷军的成功尝试，激发了其他车企领导人打造个人IP的动力……刚才贾老师对魏建军的赞誉之词，其实有 一点带节奏的嫌疑。 贾可： 这是实事求是。 吴声： 我并不觉得这是完全的实事求是，咱们还是要客观地看待两位企业家的IP营销 。 吴伯凡： 这已经形成两军对垒的局面了。 2026年零点的钟声已经过去半个小时， 《汽车商业评论》总编辑、轩辕同学校长贾可，商业思想家、新物种研究院院长吴伯凡，场景实验室创始 人、场景方法论提出者吴声， SoCar产品战略咨询创始人张晓亮依旧在激烈地辩论着，他们谈到车企掌门人到底要不要做IP时，产生了分歧 。 《贾可跨年对谈》是从 2017年开始，《汽车商业评论》在每年岁末年初都会推出的特别节目，到今年已经是第九年。 2025年~2026年的对谈有些不一样，对谈的人数变多了，时间变长了，形式从录播变成在线直播。不变的是，贾可博士和他的朋友们依旧在对话中 结束过去一年，开始新的一年。 在长达 260分钟的节目中，吴伯凡、吴声和张晓亮与贾可博士一同回顾2025年中国汽车市场，碰撞出了十二大年度现 ...

2025年，经济挑战虽未消退，但对于充满创新韧性、价值洞察与变革勇气的市场主体，消费的黄金期才刚刚开 始。 12月12日，每日经济新闻联合海南国际经济发展局在海口举办"2025第十四届上市公司发展年会·国际消费新机遇 专场"。会上，每日经济新闻联合QuestMobile发布专属消费趋势报告。该报告以财经媒体的洞见为市场主体提供 穿越周期的战略参考——存量不是见顶，竞争也并非零和博弈，经济发展从"铺摊子"转向"上台阶"。未来属于兼 具创新韧性与长期视野、在提质增效中开辟增量空间的行动者。 国家"十五五"（2026年—2030年）规划显示，我国经济基础稳、优势多、韧性强、潜能大，长期向好的支撑条件 和基本趋势没有变。坚持高质量发展，是"十五五"时期经济社会发展必须遵循的原则之一，其中专门提到"做优 增量、盘活存量"。 存量竞争，是今年甚至是未来五年的经济发展关键词之一。存量竞争是指在经济增速放缓背景下，经济发展 从"铺摊子"转向"上台阶"，从规模扩张转向质量提升，从争夺新增资源转向优化配置现有资源的竞争模式。 作为全国消费升级的前沿阵地和自贸港建设核心载体，海南2025年紧扣"做优增量、盘活存量"主线，在政策红利 ...

Core Insights - The rise of IP marketing has significantly influenced consumer behavior, with its share in brand marketing events reaching 71.6% by Q1 2025, driven by emotional connections to popular characters and stories [3][18] - The success of films like "Ne Zha" and "Zootopia" has led to a surge in related merchandise, creating a scale effect in the market [3][18] - Consumers are willing to pay for products associated with beloved IPs, reflecting a deeper emotional recognition and community belonging [5][18] Group 1: IP Marketing Trends - IP marketing has become a primary battleground for brands, with significant engagement seen during the release of "Ne Zha," which generated 686 million interactions online during the Spring Festival [3] - The influence of IPs is evident in the rapid sales of merchandise, such as toys and themed products, following the release of "Zootopia 2" [3][18] - Emotional resonance with characters leads to consumer spending beyond just ticket purchases, as seen in the case of "Ne Zha" [5] Group 2: Content Creation and Monetization - Content platforms are enhancing monetization strategies for creators, with a notable increase in creators earning over 1,000 yuan monthly on platforms like Kuaishou, which saw a 12% year-on-year growth [8][10] - The coupling of algorithms, emotional engagement, and commercial monetization is reshaping the global information consumption chain [7] - Video platforms are exploring diverse IP monetization models to extend the lifecycle of IPs, with iQIYI actively developing IP consumer products and experiential businesses [14][16] Group 3: Globalization of IP - The globalization of IP has emerged as a new growth engine for content platforms, with initiatives like the "Inspiration China" program aimed at fostering international collaboration [16] - iQIYI's international business has become a significant growth driver, achieving its highest revenue growth in nearly two years in Q3 [16]

△国务院发展研究中心原副主任、第十三届全国政协经济委员会副主任刘世锦发表主题演讲 国务院发展研究中心原副主任、第十三届全国政协经济委员会副主任刘世锦，在主题演讲中指出，从经济社会转 型升级、实现高质量发展的角度看，"十五五"时期是我国经济增长由投资和出口为主驱动向创新和消费驱动为主 转变的关键时期，也是绿色转型、美丽中国建设由理念到实践全面深化推进的关键时期。 当"双碳"目标成为各行各业的行动纲领，当ESG变为资本市场的核心考量，一场深刻的经济社会系统性变革正加 速推进，"万物可续"已经成为社会共识。 2025年11月20日，广东时代传媒集团在成都举办了"影响力·时代"可持续发展创新年会，年会以"万物可续"为主 题，邀请学界、企业界代表共同探讨可持续发展之道。 △广东时代传媒集团董事长孙波致辞 广东时代传媒集团董事长孙波在致辞中表示，"万物可续"，是我们对可持续发展愿景的终极勾勒，媒体不仅是时 代的记录者，更是变革的参与者，这正是搭建"影响力·时代"平台的初心。愿这次年会成为一个清晰的行动起点， 让我们携起手来，将"万物可续"的宏大叙事，转化为可执行的路线图，共同勾勒一个清晰可见并且可以抵达的未 来。 通威股 ...

在当今瞬息万变的市场浪潮中，IP营销正以燎原之势席卷全球，成为品牌增长的全新引擎。2025年，无疑是IP营销的"滚烫"之年。IP营销不仅突破了传统 内容的边界，更成为连接用户情感、撬动商业增长的核心力量。从简单的联名合作到构建强大的IP生态，从短期曝光到长期价值运营，IP营销正在经历一 场前所未有的范式革命。 第十届时代金融金桔盛典优秀案例集。 共赴IP营销盛宴 探索品牌增长新引擎 2025 年 11 月 20 日，以"IP 滚烫"为主题的第十八届时代营销盛典在成都圆满举办。本届盛典由时代传媒集团主办，汇聚全国行业精英、品牌代表及营销 专家，通过案例评选、成果发布、深度研讨等形式，凝聚行业共识，为 IP 营销领域注入新动能，更以一批优秀实践案例为品牌高质量增长提供了宝贵范 本。 历经十七届积淀，时代营销盛典始终紧跟市场脉搏，搭建理论与实践的沟通桥梁。本届盛典紧扣"泛IP 营销"新趋势，延续"总结行业热点、探索未来方 向"的定位，全面梳理 2025 年营销领域的创新成果，集中展现IP营销从联名合作到生态构建、从短期曝光到长期价值运营的范式变革。 活动现场，各界嘉宾围绕IP与品牌的深度融合、情感连接与商业转化的平 ...

Core Insights - The 2025 China Commercial Advertising Great Wall Award ceremony was held during the 32nd China International Advertising Festival and the 34th Asian Advertising Conference, recognizing outstanding contributions in the advertising industry [1] - The Great Wall Award has become a prestigious accolade in China's advertising sector, with over 7,000 entries submitted this year, resulting in 164 awards after rigorous evaluation [1] - The award-winning works not only excelled in creativity and execution but also set benchmarks in value transmission and social leadership, showcasing the industry's resilience despite current challenges [1] Industry Trends - The academic awards focused on cutting-edge theories, including AI advertising ethics and e-commerce marketing models, providing theoretical support for commercial advertising practices [1] - The commercial case awards spanned various industries such as fast-moving consumer goods and technology, highlighting trends in AI application and integrated marketing [1] - The winning teams shared insights on their successful campaigns, emphasizing the importance of strategic thinking and execution in achieving market and social value [3][4] Social Responsibility - The ceremony recognized companies contributing to the self-regulation of advertising aimed at minors, with Tencent and Baidu among those awarded for their efforts in creating a healthy advertising ecosystem [5] - The event also acknowledged the best-organized units and contributors to the advertising festival, reinforcing the importance of collaboration in advancing the advertising industry [5] Knowledge Sharing - The "Gold Award Case Deep Dive" segment allowed industry professionals to learn from the creative logic behind award-winning campaigns, providing a comprehensive reference for advertising practitioners [2][4] - The case studies presented by the winning teams illustrated practical strategies and execution details, offering valuable insights for the industry [4]

Core Viewpoint - The company Tong Ren Tang, with a history of over 350 years, is actively reforming its marketing strategies to remain competitive in the market, focusing on innovative approaches to engage younger consumers and enhance brand recognition [1][2][3]. Group 1: Marketing Strategies - Tong Ren Tang has implemented a "saturation-free" marketing strategy, which has been recognized with an award for innovation in state-owned enterprise reform [1]. - The company is focusing on a "big variety" strategy for its well-known products, enhancing its marketing system and channel construction to adapt to new market conditions [2]. - The brand has successfully created IP images such as "Yuan Zong" and "Bai Feng," which resonate with consumers, leading to significant exposure and increased product awareness [3]. Group 2: Product Development and Cultural Integration - The "Royal Medicine Legend" product series has been launched, featuring upgrades in raw materials, packaging, and adherence to traditional manufacturing standards, aiming to provide higher quality and healthier options [3]. - A cultural exhibition titled "Royal Medicine Legend" has been organized to showcase the history of Tong Ren Tang's royal medicine, promoting traditional Chinese medicine culture [3]. Group 3: Digital Transformation and Consumer Engagement - The company has developed a data visualization platform that utilizes big data and AI to enhance marketing management and decision-making processes [4]. - An AI-driven health service platform, in collaboration with Xiaomi, has been introduced to provide personalized health advice and medication safety recommendations through mobile devices [4]. Group 4: Cultural Promotion and Heritage - Tong Ren Tang is committed to promoting traditional Chinese medicine culture through participation in various exhibitions and the establishment of a cultural display center [7]. - The company has initiated programs to preserve traditional manufacturing techniques and knowledge, including the establishment of a national-level workshop for traditional medicine artisans [8].

Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on innovation and international cooperation in the advertising industry, emphasizing the theme "Empowering Advertising with Technology" [1] - The emotional economy is identified as a new growth point, with the Chinese emotional consumption market projected to reach 2 trillion yuan by 2025, highlighting the importance of this sector for brands [1] Group 1: Advertising Strategies - The company emphasizes the importance of high-quality content creation and brand consensus through IP, linking emotions with users [1] - Successful series and variety shows are seen as the best carriers of emotional value, with examples like "一路繁花" and "生万物" demonstrating their ability to resonate with audiences [1] - Strategies for consensus building include selecting major IPs and pursuing emerging IPs, utilizing AI technology for large-scale emotional connections [1] Group 2: AI Integration in Marketing - AI technology is used to enhance efficiency in script selection, allowing for bulk screening of scripts that meet client needs [3] - During the airing of series, AI assists in pinpointing relevant scenes for product placement, enabling creative advertising integration [3] - The company aims to create a closed-loop ecosystem through online interactions and offline experiences, leveraging data and AI for precise user targeting [1][4] Group 3: User Engagement and Brand Connection - The core of IP marketing is to convey consumer affinity for IP to brands, focusing on finding common ground between the two [4] - Different strategies are employed, including pre-planning for major IPs and operating emerging hits to capitalize on low-cost advertising opportunities [4] - The company emphasizes a holistic marketing approach, integrating online and offline channels to maximize the impact of IP content [4]

Core Insights - The article highlights the successful collaboration between the IP "吉伊卡哇" and various brands, culminating in a one-year anniversary celebration on Tmall, which integrates online and offline experiences to enhance consumer engagement [3][24]. Group 1: Event Overview - The "吉伊卡哇 Tmall One-Year Anniversary Party" was launched to celebrate the brand's entry into Tmall, featuring offline pop-up activities around the Oriental Pearl Tower and collaborations with brands like 优酸乳, 维达, and CASETiFY to create new products and exclusive events [3][5]. - The event took place from October 20 to October 26, 2023, transforming the Oriental Pearl Tower and surrounding areas into a themed experience, attracting numerous visitors for interaction and photo opportunities [10][12]. Group 2: Brand Collaborations - Brands such as 优酸乳 and 维达 launched special products tied to the 吉伊卡哇 characters, aiming to engage younger consumers and stimulate market interest [7][14]. - The collaboration included over 80 new products introduced online, with flagship store sales ranking 14th in Tmall's toy category during the 2024 Double 11 event and 6th in the 2025 618 sales cycle [5][24]. Group 3: Consumer Engagement Strategies - The event utilized a "content-scenario-consumption-emotion" ecosystem to create a closed-loop experience, enhancing the IP's value and consumer connection [24][26]. - Interactive installations and themed experiences were set up at the Oriental Pearl Plaza, encouraging visitor participation and creating memorable engagement points [12][18]. Group 4: Marketing and Sales Impact - The collaboration with Tmall's marketing resources, including 小黑盒 and TMIC, aimed to accelerate product visibility and sales conversion for participating brands [9][24]. - The event's innovative approach combined online marketing with immersive offline experiences, effectively breaking traditional retail boundaries and enhancing brand visibility [26].

Group 1 - The core viewpoint of the articles highlights the successful integration of the health-focused lifestyle promoted by the show "Flowers and Youth Season 7" with the upcoming Mid-Autumn Festival, leading to a surge in consumer interest and engagement [1][3][7] - JD Health, as the exclusive title sponsor of "Flowers and Youth Season 7," has launched a special campaign that combines the show's IP with Mid-Autumn gifting scenarios, offering discounts and exclusive products related to the show [3][5] - The promotional strategy includes a straightforward discount offer of "30 off for every 300 spent" and a "1 yuan grab" event for popular health products, catering to the growing consumer preference for practical health gift boxes over traditional mooncake gift boxes [5][6] Group 2 - The product offerings include a range of health supplements featured in the show, such as vitamins and ginseng, along with limited edition merchandise that resonates with travel themes, enhancing the consumer experience [3][5] - Notable products include a star signature series featuring autographed photos from popular guests and collectible "star people" dolls, which have gained significant market attention [5] - The campaign provides clear guidance for consumers based on their needs, recommending specific health products for different demographics, such as seniors and working professionals, thus addressing the evolving health consumption trends [5][6]