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].

上海市中小企业发展服务中心主任 贾勉 营销策略层面：以 "目标市场精准定位" 为核心，通过竞品对标、客群细分等方法论，指导企业明确 "哪些市场可做""如何抢占市场"，并以实际案例演 示全链条营销组合策略的制定，覆盖产品差异化设计、价格策略、渠道融合（直销/渠道/线上/线下）、销售团队配置等关键环节； 品牌推广层面：深度分享ToB企业品牌推广 "三板斧"—— 通过洞察分析（竞品分析、客户关注点分析、公司优势分析），明确价值主张（领导者定位/ 热销定位/特性定位），并强调线上线下多渠道资源整合，从品牌形象塑造到美誉度提升，拆解 "如何将产品价值高效传递给目标客户"，助力企业打造 差异化竞争优势。 莫老师的分享兼具理论深度与落地性，针对商机获取量与转化率提升的具体路径，为参会企业提供了切实可行的营销增长方案，助力企业突破营销增长瓶 颈。参会企业代表们纷纷表示，莫老师的课程干货满满，对企业未来的营销工作有着极大的指导意义，不少学员更是拿出手机记录核心要点。现场互动环节 中，企业之间积极交流，不仅拓展了业务合作机会，也为行业的发展注入了新的活力。 作为活动的承办方之一，百思特管理咨询集团一直致力于助力企业实现健康、高质 ...

Core Viewpoint - The event "Elephant Has New Voice" folk singer competition, co-hosted by Tsingtao Brewery and Elephant Folk, highlights the brand's strategy to connect deeply with young consumers through music and cultural integration [1][3][7]. Group 1: Event Overview - The final of the competition took place in Wuhan, featuring 15 music groups showcasing their talents, which infused vitality into the summer nights of the city [1]. - The competition included a diverse lineup of participants, from amateur musicians to professional bands, enhancing audience engagement and cultural resonance [3]. Group 2: Brand Strategy - Tsingtao Brewery aims to provide platforms and resources for young musicians, evolving its partnership with Elephant Folk from traditional beverage supply to collaborative scene creation [3][5]. - The brand is actively pursuing a younger demographic through the "Beer+" model, sponsoring music festivals and sports events, and creating customized activities [5][6]. Group 3: Product Innovation - Tsingtao Brewery's Pure Draft series is aligned with market trends, focusing on "fresh and crisp taste," optimizing brewing processes, and introducing lightweight packaging to meet the dual demands of quality and convenience from young consumers [6]. - The penetration rate of the Pure Draft series among the 25-35 age group has been consistently increasing, indicating the effectiveness of scenario-based marketing in driving brand youthfulness [6]. Group 4: Future Directions - As a century-old brand, Tsingtao Brewery is leveraging innovative approaches to release new brand potential, solidifying its leading position in music marketing and achieving a transition from channel penetration to cultural symbiosis [7]. - The company plans to deepen cross-industry collaborations, integrating with urban culture and trends to create diverse experiential value for consumers [7].

Core Viewpoint - The resignation of Hou Xiaohai, the chairman and executive director of China Resources Beer, has sparked controversy, despite his significant contributions to the company's growth over the past decade [1][5]. Financial Performance - In 2024, China Resources Beer reported a slight revenue decline of 0.76% year-on-year, with net profit decreasing by 8.03%, marking a disappointing end to Hou's career [2][12]. - The company's revenue grew from 279.59 billion yuan in 2015 to 386.35 billion yuan in 2024, an increase of 106.76 billion yuan [9][10]. - The white liquor segment, which Hou had high expectations for, only saw a revenue growth of 3.7% in 2024, significantly below his target of over 30% [2][15]. Leadership and Contributions - Hou Xiaohai joined China Resources Beer in 2001 and became CEO in 2016, leading the company through various strategic initiatives, including the establishment of the Snow Beer brand and a major merger with Heineken [10][11]. - Under his leadership, the company received multiple accolades, including recognition as one of the best-managed teams in Asia [10]. Stock Transactions - Prior to his resignation, Hou sold 938,000 shares of the company, cashing out approximately 26.12 million Hong Kong dollars [4][17]. - Following these transactions, his shareholding dropped from 1.018 million shares to 80,000 shares, a reduction of 92% [18]. Compensation - Over his nine-year tenure as CEO, Hou received a total compensation of 50.81 million yuan, with a peak salary of 8.47 million yuan in 2020 [13][16]. - In 2024, his total compensation was significantly reduced to 3.6 million yuan, with bonuses dropping from 6.01 million yuan in 2023 to 1.6 million yuan [16].

当苏超踢出比肩世界杯的观众规模，江苏的草根足球奇迹正在持续上演。 6月29日苏州与扬州队的比赛，昆山奥体中心涌入43617名观众，刷新苏超观赛纪录，将苏超现场上座人数第一次带上4万规模。 2025赛季中超联赛半程，16支球队场均观众数量24449人。除了大连、北京、成都三个黄金球市的场均观众超过4万，中超其余13支球队的场均观赛人数无 一超过三万。 2024-25赛季，英超联赛平均上座率39675人，德甲场均上座38662人，西甲场均26480人，意甲场均26580人。尽管用一个球场的一场比赛对比16-18座球场 在全年的平均数不算严谨公允，但"江苏奇迹"没人会质疑。 两周时间，苏超单场观众纪录从2万刷新到4万。场均观众数从第一轮的七千多人跃升至第四轮的25802人。 这场苏州与扬州的比赛告诉人们，苏超现场观赛人数的上限，完全是由体育场容量决定的。 昆山市奥体中心可容纳观众4.5万人。按照售票数量不超过坐席数量80%的要求，这场苏超比赛的上座率已然顶格。这是江苏省第一座专业足球场，也是 唯一一座满足国际足联A级比赛标准的场地，意味着整个江苏省只有这一座球场具有承办世界杯小组赛的资格。 大胆假设，苏超哪怕借用鸟 ...