核心摘要： 市场环境 宏观经济压力与传统广告ROI走低，红人营销凭借"精准触达+信任闭环"成为高效拓客方案。为解决海外红 人管理存在跨平台数据割裂、履约率低、建联周期长等痛点，红人营销SaaS应运而生，将碎片化流程升级 为系统化运营，成为品牌全球化扩张的必要工具。 市 场规 模 TikTok电商生态爆发与全球红人商业化的成熟驱动红人营销SaaS市场增长，预计未来3年中国海外红人营销 SaaS市场复合增速为15%。未来厂商将持续推进红人资源整合与履约链条优化，并运用AI提升红人营销效 率。 竞 争格 局 当前海外红人营销 SaaS 厂商按背景可分为三类： MCN 背景厂商、数据分析背景厂商、电商平台衍生工 具。从服务能力与发展潜力两个维度评估，卧兔旗下 WotoHub ，以长期沉淀的红人资源 + 红人营销全链 路业务布局，在中国跨境电商 - 海外红人营销全链路管理 SaaS 中，市占率位列第一。 海外红人营销SaaS行业丨研究报告 | | | 海外线上营销的主要渠道 | | | --- | --- | --- | --- | | 美型 | 见效速度 成本 | | 优势及劣势 | | . | 图 19-14-11 ...

Core Insights - The article discusses the cross-border viral marketing phenomenon of the movie "F1: Fast & Furious," highlighting how a light-hearted TikTok marketing strategy by Warner Bros. Japan unexpectedly gained traction in China, surpassing domestic marketing efforts in terms of engagement [1][3]. Group 1: Marketing Strategies - The marketing strategy for "F1: Fast & Furious" in Japan involved Brad Pitt participating in local cultural activities, which resonated well with the audience and contributed to the film's social media buzz [12]. - The article emphasizes the difference in short video marketing approaches between China and Western countries, noting that while Douyin (Chinese TikTok) relies heavily on PGC and KOL-driven content, TikTok focuses more on UGC, allowing users to be co-creators [5][15]. - UGC-driven marketing has proven effective in the U.S. and Japan, with examples like the viral challenges associated with movies such as "Barbie" and "Megan," showcasing the importance of user participation in content creation [9][12]. Group 2: Industry Trends - The article points out that the film marketing landscape is evolving, with a shift towards more interactive and emotionally engaging content, as seen in successful campaigns for films like "Nezha 2" and "The Breakup List" [16][17]. - The rise of platforms like Xiaohongshu (Little Red Book) indicates a growing reliance on UGC content in film marketing, suggesting that the industry must adapt to create content that encourages user participation [17][18]. - The article concludes that the domestic film industry should learn from the successful strategies employed in Western markets to enhance their short video marketing efforts [19].

网络红人"张全蛋"，很多年龄稍长一点的小伙伴应该还记得，这个来自"暴走漫画"，成名于"暴走大事件"的小伙伴，凭借"质检员"的身份，一句"我是富土康 3号流水线的张全蛋"在互联网上走红，成为暴走系列节目最出彩的演员之一。 6月26日，小米YU7正式公布售价，很多人都预料到小米YU7会非常火，但是完全没有料到小米YU7能那么火，3分钟大定破20万辆，18小时锁单24.8万辆， 可以说创造了国内汽车市场前所未有的新纪录。这也让之前那些攻击小米汽车的车企大佬和业外人士的表述显得苍白无力，小米YU7的价格不便宜，现在整 个汽车行业的需求量也呈现疲软态势，但是小米YU7还是一炮而红，不到一天时间，就卖了很多品牌差不多一年的量，这怎么都不能说是用户不懂车、被忽 悠的结果吧！ 当然，那些说小米汽车能够受到市场热捧，核心原因是小米和雷军的营销太强的车企大佬，显然也被啪啪打脸了！我们一直说，小米汽车的成功是小米和雷 军用真诚的态度和优秀的产品获得了市场的认同，而这些车企大佬们说小米和雷军营销太强，只不过是为了掩饰它们的产品没有诚意、缺乏竞争力的说辞而 已…… 最近几天，也就是小米YU7发布之后，张全蛋对小米YU7表达了非常"浓烈 ...

Core Insights - The variety show market in the first half of 2025 has shown stability in content supply and popularity, with major platforms like iQIYI, Tencent Video, Youku, and Mango TV maintaining a consistent release schedule, leading to a competitive environment where multiple platforms have shows airing almost every day [1][3][4] - iQIYI has emerged as a leader in the new variety show segment, holding a significant market share with four out of the top five shows and six out of the top ten shows, indicating a strong performance in content creation and audience engagement [1][5][10] - The trend of sponsorship in variety shows has stabilized, with many successful shows securing multiple brand sponsors, although the ability to attract sponsorship has become more evenly distributed among top shows [1][20][31] Content Changes - The variety show market is undergoing a transformation, focusing on creativity and quality, with a notable shift towards "pure" content that meets audience demands [4][15] - The "N-generation" variety shows are being revitalized, with innovative formats and themes that resonate with viewers, such as "Planting Season 3," which emphasizes agricultural responsibility and community engagement [5][7][10] - New IPs are being introduced to invigorate the market, with shows like "A Journey of Flowers" leading the charge in providing fresh content and engaging narratives that appeal to diverse audiences [10][12][14] Commercialization Trends - The commercialization of variety shows is evolving, with a focus on emotional marketing that resonates with younger audiences, as seen in shows like "A Journey of Flowers" and "New Rap 2025" [20][21][25] - Brands are increasingly leveraging variety shows for scene-based marketing, creating immersive experiences that extend their reach and engagement with consumers [26][29] - The market is witnessing a blend of new and established brands utilizing variety shows for exposure, with data indicating that beverage and internet brands dominate sponsorship visibility [31][33]

6月26日，在智联招聘与增长研习社的战略合作发布会上，双方宣布共同成立 "增长营销学院"。智联测 培与增长研习社共同聚焦"AI×营销"这一核心命题，推出企业AI转型三大实战产品，旨在通过"技术+人 才"双轮驱动，解决企业在AI落地中的思维断层、组织抗性与场景适配难题。在《AI时代企业如何打造 差异化价值》的圆桌论坛中，智联招聘总裁张月佳、增长研习社发起人李云龙、蒙牛集团人力资源部总 经理毛静静、前有赞科技技术副总裁沈淦、前汽车之家市场副总裁赵一成等专家和企业高管进行了深度 碰撞，数万名观众通过直播参与。 AI重构营销策略与价值创新 对于AI时代的冲击，李云龙认为企业可辩证看待其中的变与不变。他表示，用户对低价、高效、个性 化的需求不变，但AI正在重塑满足需求的方式。企业竞争力取决于能否用AI释放人的高价值创造力。 现阶段，AI在企业中的落地可分为四个层级，包括思维养成、岗位提效、场景革新、战略原生等。 张月佳表示，之前我们经历过互联网时代，现在是基于AI时代的C端模式创新，会带来新的机会。他以 招聘场景举例，AI可以帮助求职者加速对行业的认知和理解。同时，AI简历美化倒逼HR聚焦"能力内 化"验证，未来人才评 ...

Core Insights - In an era of information overload, only 5% of brands manage to endure, with successful brands focusing on deepening demand rather than chasing fleeting trends [1] - The essence of marketing lies in discovering needs rather than creating hype, as demonstrated by the restaurant brand Xibei, which enhances consumer experience instead of relying on low prices [3] - Emotional resonance is crucial for building brand equity, with Xibei's marketing activities becoming integral to consumers' lives through meaningful interactions and seasonal promotions [5][6] Marketing Strategies - Xibei prioritizes service optimization during peak times, enhances family-friendly services, and improves waiting experiences to address consumer pain points effectively [3] - Seasonal marketing campaigns and family-oriented promotions create habitual associations between Xibei and specific occasions, embedding the brand in consumer memory [5] - The brand's core value of "love" is consistently expressed in both external marketing and internal management, fostering genuine service from employees [6] Long-term Vision - Xibei's approach contrasts with the trend of short-term, viral marketing, focusing instead on long-term brand building through continuous experience enhancement and emotional connections [7] - The brand's success is evident as it becomes synonymous with Northwest cuisine and establishes annual consumer expectations for its events, demonstrating the power of sustained brand loyalty [7] - Ultimately, the true battleground for marketing lies in consumer perception, with Xibei exemplifying that lasting brand equity stems from deep insights into consumer needs and steadfast adherence to core values [7]

Core Insights - The Chinese wine industry is facing unprecedented challenges, with total profits for 2024 projected at only 220 million yuan, a staggering 95% drop from 5.2 billion yuan in 2015, marking the end of a prolonged period of growth [1] - The production volume of wine in China has plummeted to 118,000 kiloliters in 2024, just 8% of the 1.42 million kiloliters produced in 2015, indicating a severe supply-demand imbalance [1] Industry Overview - The total sales revenue for Chinese wine companies in 2023 was only 9.09 billion yuan, an 80% decline from the peak of 46.45 billion yuan in 2016, with the number of companies decreasing from 244 in 2017 to 104 [5] - The "Oriental Bordeaux" project, which had an investment of hundreds of billions, has yielded minimal results, contrasting sharply with the optimistic projections from 2015 [5] Company Performance - Zhangyu, the leading domestic wine producer, reported its worst financial results in 20 years for 2024, with revenue down 25.26% to 3.277 billion yuan and net profit down 42.68% to 305 million yuan [3] - Despite a slight revenue increase in Q1 2025 to 811 million yuan, the company's net profit after excluding non-recurring items still fell by 0.82%, indicating ongoing struggles [3] Market Dynamics - The Chinese government's decision to end anti-dumping and countervailing duties on Australian wine and allow Serbian wine to enter the market duty-free has significantly disrupted the domestic market, with imported wine's market share rising from 32% to over 50% in five years [6] - Imported brands like Penfolds have rapidly captured market share, generating 1 to 1.2 billion yuan in sales within just eight months, directly impacting Zhangyu's revenue [6] Challenges Faced - Domestic wine faces a tax disadvantage, with a tax burden of 28% compared to less than 10% for imported wines, severely affecting price competitiveness [8] - Over 85% of domestic wine sales rely on traditional sales methods, lacking the innovative marketing strategies employed by imported brands [8] Positive Developments - Some wineries are experimenting with new marketing strategies, such as combining wine sales with food experiences, which have shown promising results [9] - Companies are also adjusting their strategies by introducing affordable products to cater to a broader consumer base, with successful examples like Yiyuan Winery's export strategy to Hong Kong [9] Future Outlook - The future of the domestic wine industry may not be entirely bleak, as younger consumers increasingly prioritize quality and personalized experiences, presenting an opportunity for domestic producers to innovate and reshape their brand image [11] - Embracing modern marketing techniques and focusing on products that resonate with local tastes could help domestic wine regain market share [11]

作 者丨张梦琦 编 辑丨喻淑琴 （培训现场，主办方供图） 直击新农人"数字刚需" 6月30日，广东省委网信办、省农业农村厅联合主办的千名"乡村网红"大培训在中山大学正式 开班 。 本次培训分5期开展，覆盖全省21个地市共1000名学员，力争培育一批具备"账号运营 +直播带货+短视频创作"复合能力的"乡村网红"，打造一支懂技术、善运营、会传播的人才队 伍。 据悉，此次培训作为广东"百千万工程"赋能乡村的关键举措，旨在通过系统化培育千名掌握数 字营销技能的新农人，推动"手机变农具、直播变农活、流量变农资"在广东乡村蔚然成风。 随着"互联网+"深度融入农业农村，"乡村网红"已成为链接农产品与市场、传播乡村文化的重 要力量。在广东实现"百千万工程"三年初见成效目标的重要节点，一场特殊的"数字练兵"正在 中山大学启动。 广东织就新农人培育体系 如今，"乡村网红"被视为链接城乡、激活资源的核心人才资产。南方财经记者了解到，此次参 训的1000名学员涵盖村"两委"年轻干部、返乡创业青年、非遗传承人及新型农业经营主体负 责人等多元群体。 "我直播的流量是'摔'出来的。"培训间隙，一位00后学员梁志鹏向南方财经记者讲起了"起 ...

Group 1 - The marketing strategy employed by Musk for the FSD delivery event is compared to that of Lei Jun, emphasizing the effectiveness of controversy in generating attention [1][2] - The narrative technique of creating tension followed by resolution is noted as a significant improvement over previous PR crises, with the use of a 30-minute unedited video to showcase a "technological breakthrough" [2][4] - Despite the controversies surrounding Tesla's technology, the AI5 chip's upgraded computing power supports complex scenario processing, contributing to the perception of a significant advancement in FSD [6][7] Group 2 - Tesla's FSD faces challenges in the Chinese market due to regulatory compliance and the need for public road video data for model training, leading to issues with adapting to complex traffic conditions [7][9] - The contrast between the North American "tech myth" and the challenges in China highlights the regulatory and scenario training hurdles that Tesla must overcome for global expansion [9] - The implications of Musk's "legal breakthrough" in North America suggest a potential shift in the classification of autonomous driving technologies, raising questions about the feasibility of similar advancements in China [9][10] Group 3 - The innovative delivery method employed by Tesla could redefine automotive industry standards as regulations evolve, moving from passive to active sales models [10][12] - Eliminating intermediaries in the sales process benefits consumers by reducing costs and improving user experience, while also aligning with Musk's vision of transforming Tesla into a "transportation infrastructure service provider" [12][13] - The FSD delivery event serves as a warning to the industry that future competition in smart vehicles will involve not only technology but also ecosystem, data, and policy dynamics [13]

Core Insights - The article highlights the rapid development of tourism in Guangyuan, focusing on the integration of cultural tourism and wellness, aiming to transform Guangyuan into an international tourist city [5][10]. Group 1: Tourism Development - The "Drunken Beautiful Guangyuan · Summer Beer Music Festival" launched on June 26, 2023, will run until August, aiming to enhance night-time consumption and attract tourists during the summer [5]. - Guangyuan aims to convert its cultural tourism resources into industrial advantages, with plans to build a major international cultural tourism destination and wellness resort [5][6]. - The city has invested over 7 billion yuan in the past two years to upgrade key scenic spots, including the Jianmen Pass, which saw a 18.47% increase in visitors during the May Day holiday [6]. Group 2: Cultural and Wellness Integration - The Chengjiashan resort is developing a comprehensive wellness tourism model, integrating various facilities such as a water world and themed accommodations [8]. - The "Cultural Tourism + Homestay Wellness" model is being implemented in Chengjiashan, with local homestays upgrading their services to meet national standards [8][9]. Group 3: Marketing and Brand Expansion - Guangyuan is actively promoting its tourism through events in major cities, enhancing its global marketing efforts, and optimizing multilingual services at tourist sites [10][11]. - The city has introduced marketing incentives, with over 300,000 yuan allocated for tourism marketing rewards in the first quarter of 2025 [10][12]. Group 4: Visitor Engagement and Events - The city has launched multiple cultural and sports events, such as the "Baba Basketball" competition, attracting over 1,800 teams and enhancing local engagement [9]. - The ancient Shu Road hiking tours and themed routes have been developed, with significant participation and spending, indicating a robust interest in cultural heritage tourism [9].