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Lululemon可复制吗?对话王文博
盐财经· 2025-04-24 10:56
作者 | 贾梦雅 编辑 | 江江 值班编辑| 宝珠 视觉 | 顾芗 在信息快速更迭、技术持续演进的当下,中国消费市场正处于深度重构的关键阶段。 2024年,全国社会消费品零售总额达到487895亿元,同比增长3.5%,消费仍是拉动经济的重要引擎。但 在经济增速放缓与生活成本上升的背景下,消费者变得更加理性、克制,也更强调选择和价值。 由此带来的是市场运行逻辑的显著变化:产品结构呈现"极致性价比"与"IP个性化"两极分化,渠道从单 一触达走向多平台协同,消费者行为愈加圈层化、需求更趋多样化,传统营销模式难以为继。 在这个节点上,企业如何精准捕捉注意力、适应需求变化,并利用新技术提升效率,成为摆在所有市场 参与者面前的现实课题 在新旧交替的十字路口,南风窗邀请香港科技大学商学院终身教授、博士生导师王文博,就当下消费市 场的发展趋势、背后逻辑及企业应对策略展开对话。 变化中的信息、渠道、产品和消费者 南风窗:从您个人的观察来看,近两年来,中国的消费市场出现了哪些新趋势? 王文博:消费主要就几个要件:信息、渠道、产品和消费者,总体来说,我观察到的消费市场的变化是 信息多元化、渠道融合化、产品两极化和消费者圈层化。 信 ...
天下秀2024财报:AI驱动重构红人经济生态,全球化布局开辟第二增长曲线
3 6 Ke· 2025-04-23 08:45
Core Insights - The company, Tianxiaxiu, reported a stable performance in its 2024 annual financial results, achieving a revenue of 4.066 billion yuan and a net profit of 51 million yuan despite macroeconomic pressures [1] - The influencer marketing sector is experiencing growth, with professional influencers increasing by 44.7% to over 2.12 million, indicating a strategic resilience during industry adjustments [1] Group 1: Technology-Driven Upgrades - The WEIQ platform reached new heights in 2024, with registered merchant clients totaling 208,212, an increase of 8,423 from the previous year [2] - The number of registered influencer accounts surpassed 3.464 million, with professional influencers growing by 65,700 to 2.127 million, marking a 44.7% increase [2] - The shift towards "precision" in brand budgets is validating the company's strategic insights, as income from mid-tail influencers accounted for 87% of the platform's revenue [2] Group 2: AI Technology Integration - AI technology is reshaping the marketing landscape, with mainstream applications automating repetitive tasks, allowing marketers to focus on strategy and creativity [7] - The company's "Linggan Island" initiative leverages AIGC technology to enhance the entire marketing chain, from creative inspiration to performance tracking, significantly improving marketing efficiency [9] - Linggan Island has developed a SaaS-level solution for enterprises, enabling bulk content generation and management across various marketing scenarios, thus enhancing marketing efficiency [10] Group 3: Cross-Border Marketing Expansion - The cross-border influencer marketing market is experiencing explosive growth, with the company accelerating its global strategy [11] - In 2024, the company launched the "Xingyi" incubator brand in Tokyo, focusing on nurturing Chinese content creators in Japan and facilitating localized marketing for Chinese brands [11] - The cross-border influencer marketing market is projected to exceed 100 billion yuan by 2025, with a compound annual growth rate of 35% [11] Group 4: Industry Evolution - The marketing industry is entering a new development cycle, shifting from scale expansion to a focus on efficiency and value [12] - The company's AI-driven full-chain approach and cross-border marketing model are expected to be key drivers for the transformation and upgrading of the influencer marketing industry [12] - The future trajectory of the company may redefine the value creation logic in the digital marketing era [12]
龙虎榜 | 4机构抢筹晓程科技,上海超短积极参与!佛山系高位止盈红宝丽
Ge Long Hui· 2025-04-22 00:50
| 龙 龙虎榜 | | | | | | | 更多 2 | | --- | --- | --- | --- | --- | --- | --- | --- | | 沪市 | 仕佳光子 20.00% | 迪型医药 20.00% | 科兴制药 19.60% | 华达新材 -5.29% | 安记食品 9.98% | 国光连锁 10.01% | 京城股份 10.04% | | 百大集团 10.04% | | 保税科技 10.04% | 先达股份 10.05% | 三房巷 10.18% | 天和磁材 2.96% | 中国瑞林 1.10% | 中毅达 6.67% | | 永杰新材 -0.57% | | 返利科技 -9.94% | 山东华馨 -9.98% | 三石重装 -9.99% | 金鸿顺 -10.01% | 美尔雅 -10.07% | *ST海越 -5.21% | | 威尔药业 10.00% | | 大千生态 10.02% | 国芳集团 9.99% | 华航科技 10.02% | 三孚股份 4.07% | 宜宾纸业 8.05% | | | 深市 | 品湿食品 20.00% | 万辰集团 20.00% | 院程科技 19 ...
助力企业出海,科大讯飞发布L4级智能营销解决方案
Jing Ji Wang· 2025-04-10 08:08
4月9日,以"AI无界·智营全球"为主题的2025科大讯飞全球智能营销产品发布会举行,峰会现场汇聚400 多位出海营销专家,共同见证大模型时代。 发布会开场,中国广告协会会长、国际广告协会全球副主席张国华说道:大模型时代给中国企业带来了 全新机遇。持续升级的AI能力不断为品牌营销注入活力,助力更多中国品牌抓住出海大潮的机遇,在更广阔 的国际市场大放异彩。 科大讯飞高级副总裁于继栋在发布会现场透露:讯飞星火X1将于近期再次升级。 科大讯飞AI营销业务群总裁李平在现场分享道,AI技术已从单一能力(L1)演进至动态规划(L4)阶 段,而AI技术的阶梯式发展是推动营销变革的核心引擎。随着讯飞星火大模型和DeepSeek等推理大模型落地 营销场景,AI除了能破解出海营销"用户洞察难"和"营销效率低"等问题外,还将在行业洞察、AI客服、智能 运营、内容生成、资产管理等方面,实现营销全链路的革新升级和效能跃迁。 结合讯飞星火大模型和DeepSeek的深度应用,科大讯飞在现场正式发布了L4级智能营销解决方案—— iFLYTEK AIMarX,通过覆盖红人营销、精准投放和独立站电商三大营销场景,为品牌实现从红人种草、广 告投放 ...
QuestMobile2024年中国营销市场年度报告·市场篇:三大特征催生两大变革,情感共鸣成了终极之争
QuestMobile· 2025-04-01 01:59
各位童鞋搭嘎猴啊,上周 "APP流量洞察报"看的怎么样?有童鞋在后台留言:"本来还在愤 怒冷一天热一天,突然,缅甸来了个大地震,顿时无颜抱怨了……"今年一个季度没过完,大 事已经接连不断,虽然经历了过去几年的不断突变,大家都有点不安了,还是愿平安、都保 重…… 言归正传,今天就给大家分享一下营销市场洞察报告。Qu e s tMobi l e数据显示,在消费品国 补、以旧换新等政策刺激下,2024年国内消费韧劲十足。具体来说,一方面,刚需品类理性 增长,另一方面,家电、汽车等耐用消费品出现阶段性爆发。此外,体验式消费更是成为了 消费风向标。 由此带来了三大营销市场变化:营销触点多元分化;IP及热点营销持续抢占用户流量;唯有 体验消费能打破营销"圈层板块"。 营销触点方面,内容消费场景 APP 持续血海厮杀,抢夺用户零碎的注意力;消费类APP使 用量增长,意味着用户倾向多平台比价达到最优决策。两大要素交织,导致"易走难 留"、"一去不回",成了营销通病。 同时,IP化和热点事件营销挟裹着平台头部达人流量,让营销陷入"圈层化"的尴尬境地:流 量和曝光增加反而进一步强化了低价和比价的死亡螺旋。 唯一的突破出现在体验消 ...
QuestMobile2024年中国营销市场年度报告·市场篇:三大特征催生两大变革,情感共鸣成了终极之争
QuestMobile· 2025-04-01 01:59
Core Insights - The article emphasizes the resilience of domestic consumption in 2024, driven by government policies and the emergence of experience-based consumption as a key trend [2][9][12]. Group 1: Market Changes - The marketing landscape is witnessing three significant changes: diversification of marketing touchpoints, continued dominance of IP and event marketing in capturing user traffic, and the rise of experiential consumption as a means to break through marketing barriers [2][3][4]. - Government policies, such as subsidies and trade-in programs, are significantly activating the market, particularly in durable goods like automobiles and home appliances [12][9]. - The 2024 consumption growth is characterized by a reliance on promotions, with notable growth disparities between high-elasticity and essential goods [11][12]. Group 2: Consumer Characteristics - The mobile internet user base continues to grow, leading to a shift from traffic competition to stock operation and value reconstruction in marketing [15][19]. - There is an increase in the usage of decision-making apps, indicating a trend towards multi-platform price comparison for optimal decision-making [17][19]. - Female consumers dominate high-value purchases, while male consumers are increasingly focused on self-satisfaction, particularly in technology-related categories [21][23]. Group 3: Marketing Strategies - AI is being widely adopted in content creation, enhancing efficiency and quality, while also raising concerns about copyright and content details [25][27]. - Brands are focusing on integrating marketing resources at key points to enhance conversion rates and improve return on investment (ROI) [56][61]. - The marketing approach is evolving towards a multi-faceted strategy that balances brand exposure with asset accumulation, leveraging both hard advertising and content marketing [49][51]. Group 4: Media Ecosystem - The media landscape is entering a phase of value deepening, with short videos, social media, and e-commerce leading marketing growth [5][37]. - The content and scene value of media are crucial for capturing user attention, with significant growth in advertising capacity for video and social media platforms [37][40]. - Marketing resources are increasingly concentrating on top-tier and e-commerce media, indicating a trend towards commercializing high-traffic platforms [44][46]. Group 5: Future Trends - The marketing core is shifting from traffic to user engagement, with a focus on multi-touchpoint coverage and deep content to enhance user loyalty [48][86]. - Brands are expected to continue leveraging experiential marketing and cultural IPs to create deeper emotional connections with consumers [76][81].