世界正飞速变革，这意味着一些老企业不断走向死亡，新企业不断涌现。企业一直都需要适应改变，因为随着市场机会变化，消费者也会变 化，如果你的企业不能随之而变，必然会遇到危机。在这种巨变背景下，"现代营销学之父"菲利普·科特勒提出了市场营销需要进行的一些改 变、一些需要坚持的原则。 1、我想要区分一个概念：专业营销官（professional marketer）和创业型营销官（enterpreneurial marketer）。 这两者存在区别。如果一家公司只雇佣专业营销官，那意味着这些人经过营销理论教育，能够尽可能地推销特定的产品。然而，由于他们只会专注于如何 推销产品，可能会错过其他一些市场机遇。因此，企业不仅需要专业背景的营销官，还需要具有企业家精神的营销官。在我看来，具有企业家精神的营销 官，就是那些具有创业思维的人。值得一提的是，有一本书就强调我们需要一种创业思维来做市场营销。 2、我想强调，营销对于经济至关重要。 首先，营销业的强弱会直接影响经济增长速度，强大的营销业意味着强劲的经济增长。其次，营销决定了一个社会有哪些产品和服务，并决定了哪些产品 能够在市场上取得成功。 营销在社会中有两种运作方式：第一 ...

Core Insights - The article discusses the rising popularity of AI-generated cat videos, particularly focusing on the "AI cat" phenomenon that combines humor and technology to engage audiences [19][20][29]. Group 1: AI Cat Video Trends - AI cat videos are gaining traction on platforms like TikTok and YouTube, with channels experiencing significant growth in followers and views after switching to AI-generated content [11][13]. - For instance, a YouTube channel named Batysyr gained 770,000 followers and 100 million views in a month by posting 20 AI cat videos [11]. - Another channel, Cat channel 91, saw its subscriber count increase by 2 million after transitioning to AI cat videos, with views jumping from tens of thousands to millions [11]. Group 2: Monetization Strategies - Creators are monetizing AI cat content through various methods, including ad placements in videos and charging for video production services [14][15]. - A creator named Ansheng reported earning around 20,000 RMB monthly from multiple AI cat accounts, with TikTok videos generating 1,200 to 2,000 RMB per million views [14]. - The trend has led to the emergence of low-quality, algorithm-driven content, referred to as "AI Slop," which aims to exploit viewer engagement for profit [16]. Group 3: Technological and Cultural Factors - The success of AI cat videos is attributed to a combination of advanced AI technology and cultural factors, creating a "perfect chemical reaction" [19][20]. - The current AI technology allows for realistic simulations of physical actions, making the videos more engaging and shareable [20][23]. - The low production cost of these videos, often just a few dozen RMB, has lowered the barrier for entry, enabling more creators to participate [23]. Group 4: Psychological Appeal of Cats - Cats have been chosen as the primary subject for these videos due to their inherent appeal, which triggers human emotions and empathy [26][29]. - The concept of "neoteny" suggests that cats' features resemble those of infants, making them universally appealing [26]. - Using cats helps avoid the "uncanny valley" effect associated with AI-generated human faces, allowing for broader acceptance of AI content [26]. Group 5: Future Implications - The popularity of AI cat videos signals a shift in how advanced technology can resonate with human emotions, indicating a potential pathway for AI to integrate into everyday life [29][30]. - The phenomenon serves as a social experiment, preparing audiences for a future where AI-generated content becomes commonplace [30][31].

Core Insights - The collaboration between Finni and Zhang Mowen is prompting a deep reflection on brand image transformation in the heat pump industry as it moves towards mass consumer markets [1] - Finni has established a strong reputation for its technical expertise and reliability, being a national manufacturing champion with a significant global presence [1][4] - The challenge for Finni lies in converting its technical advantages into broader consumer recognition amidst increasing competition and diverse consumer demands [1][4] Group 1: Brand Image and Consumer Perception - Finni has maintained a leading position in heat pump exports for 17 consecutive years, showcasing its technical prowess with successful case studies like ultra-low temperature heat pumps in Tibet [1] - Zhang Mowen's strategic thinking may provide innovative solutions for Finni's brand image upgrade, leveraging emotional connections and relatable narratives [2][4] - The goal is to transform Finni from a "professional equipment manufacturer" to a "creator of a better life" by integrating emotional storytelling with its technological offerings [4] Group 2: Marketing Strategies and Innovations - Zhang Mowen's expertise in emotional marketing can help bridge the gap between complex technology and consumer understanding, making the brand more relatable [4][6] - Innovative communication strategies, such as engaging storytelling and collaboration with environmental organizations, can enhance Finni's brand visibility and appeal to younger consumers [6] - By focusing on scenario-based marketing, Finni can activate consumer demand across various applications, reinforcing its position as a "full-scenario solution expert" in the heat pump market [8] Group 3: Future Implications for the Industry - The partnership between Finni and Zhang Mowen represents a significant dialogue between technical value and consumer perception, potentially reshaping industry marketing practices [9] - The anticipated brand image transformation may inspire new marketing approaches within the heat pump sector, highlighting the importance of emotional engagement in technology-driven industries [9]

Industry Trends - The personal luxury goods market in mainland China has shown fluctuations over the past decade but is overall on a growth trajectory, with expectations to become the largest luxury market globally by 2030, capturing 25% of the market share, surpassing the US and Europe [3][8] - Consumer preferences are shifting from "symbolic consumption" to "lifestyle and cultural resonance," emphasizing sustainable consumption and technology-driven experiential innovations as key trends [1][3] Advertising Investment Trends - In January-February 2025, the luxury goods industry's online advertising investment index experienced a mild year-on-year growth of 1.2%, reaching a near four-year peak during this period [8][11] - Advertising investments are closely linked to seasonal peaks, with significant increases observed in January, May, and September, aligning with holiday shopping spikes [8][11] Advertising Strategies - The advertising landscape is evolving, with a notable shift towards OTT platforms, while mobile remains the primary advertising terminal; video platforms account for 67.7% of the advertising investment [18][21] - Full-screen and video pre-roll ads are favored, comprising over 80% of the advertising formats used in the industry [18][21] Creative Trends - Local celebrity endorsements are crucial for brands to expand their audience, with an increasing trend of collaboration with sports stars [21][24] - Seasonal marketing strategies focus on limited edition packaging and cultural symbols to enhance product appeal during peak sales periods like New Year and Valentine's Day [24][27] Marketing Observations - The luxury goods market is witnessing a shift towards a more rational and younger consumer base, with demands for quality, culture, and personalized experiences [2][33] - Brands are encouraged to adopt differentiated marketing strategies based on user segmentation to effectively meet diverse consumer needs and gain competitive advantages [2][33] Multi-Channel Marketing Integration - The luxury industry must balance short-term traffic acquisition with long-term brand value, utilizing diverse marketing methods to create an integrated marketing ecosystem [36][39] - Online and offline channels are increasingly merging, with brands focusing on precise targeting and enhanced consumer experiences to drive sales and brand loyalty [36][39]

Group 1 - Jiangsu Province Urban Football League announced a new partnership with Kangyuan Pharmaceutical, a leading domestic traditional Chinese medicine innovation company [1][3] - The "Super League" now has a total of 26 sponsors, with Jiangsu Bank as the main sponsor and 8 strategic partners including Kangyuan Pharmaceutical [3] - The partnership reflects the diversification and inclusiveness of the "Super League" cooperation model, expanding from finance, automotive, and food industries to the pharmaceutical sector [5] Group 2 - Kangyuan Pharmaceutical is based in Lianyungang, Jiangsu, and is recognized for its innovation in traditional Chinese medicine, holding multiple national research platforms [5] - The company has received several prestigious awards, including one National Technology Invention Second Prize and three National Science and Technology Progress Second Prizes [5] - The increasing attention on the "Super League" is expected to enhance its profile in the sports culture sector, supported by partners like Kangyuan Pharmaceutical [5]

当企业展厅逐渐成为品牌形象的"第二名片"，如何让空间开口讲述品牌故事？宽创国际展厅设计公司市场部以专业与创意为笔，以洞察和服务为墨，在品牌 展示领域绘就无数经典案例。近日，我们专访市场部总监徐嘉祥，揭秘这支团队如何在激烈的市场竞争中脱颖而出，成为企业品牌空间打造的首选伙伴。 线下场景同样精彩。在国际展厅设计双年展上，团队搭建的"未来展厅实验室"融合AI策展系统与智能交互装置，参观者通过手势就能切换展示场景。三天展 期吸引8000余名专业观众，现场签约金额突破5000万元。此外，市场部注重生态营销，与行业媒体、设计院校合作，形成"案例输出-学术研讨-人才培养"的 闭环传播生态。 全周期服务体系，刷新客户体验 "我们提供的不是单次服务，而是品牌空间的全生命周期管理。"徐嘉祥翻开服务手册介绍道。市场部独创的"360°品牌护航计划"，涵盖需求诊断、数字孪生 预演、智能施工监理、年度内容焕新等环节。在某科技独角兽企业展厅项目中，团队运用数字孪生技术提前模拟展厅动线，通过VR设备让客户"身临其 境"验收方案，决策效率提升60%。 踏入市场部办公区，开放式的布局与跃动的创意气息扑面而来。墙面巨大的电子屏实时滚动着全球前沿展 ...

Core Viewpoint - The disappearance of book belly bands reflects a significant shift in the publishing industry, transitioning from traditional marketing methods to new media strategies, driven by changing consumer behavior and preferences [3][10][16]. Group 1: Trends in Book Marketing - A survey indicated that only 32% of 400 books in a Beijing bookstore still had belly bands, down from over 70% in previous years, highlighting a clear decline in their prevalence [5][6]. - Online platforms show an even more pronounced trend, with only 10% of the top 50 books on Dangdang featuring belly bands [5][6]. - The publishing industry is moving towards a more streamlined approach, with companies like CITIC Publishing implementing policies to limit the use of belly bands, anticipating a future without them [7][8]. Group 2: Cost and Environmental Impact - The removal of belly bands can save approximately 50 million yuan in printing costs annually, as well as conserve paper resources equivalent to saving 50 million yuan worth of forest [7][8]. - The average cost of producing a belly band is about 0.08 yuan per book, which can be reduced if belly bands are eliminated [7][8]. Group 3: Evolution of Consumer Behavior - The shift from physical bookstores to online purchasing has diminished the effectiveness of traditional marketing tools like belly bands, as consumers now rely on detailed online descriptions and reviews [14][15]. - The rise of social media and e-commerce platforms has transformed book marketing, with influencers and short videos becoming the new norm for promoting books [18][20]. Group 4: Future of the Publishing Industry - The overall book market is projected to decline, with a 5.34% decrease in the first quarter of 2025 compared to the previous year, indicating a broader trend of diminishing physical book sales [23][24]. - Despite the decline in physical books, the demand for reading and content remains strong, suggesting that the industry may evolve rather than disappear entirely [24].

Core Insights - Guangxi is recognized as a major fruit production region in China, with a diverse range of fruits and significant production volume, contributing to its status as the "fruit kingdom" of the country [1][2] Group 1: Production and Market Overview - Guangxi has nearly 300 varieties of fruit trees, with an expected fruit cultivation area of over 21 million acres and a total output of approximately 34 million tons in 2024, marking a 5% year-on-year increase, accounting for about one-seventh of the national total [1] - The total output value of Guangxi's fruit industry is around 200 billion yuan, with leading production in citrus, persimmons, dragon fruit, passion fruit, mangoes, bananas, and lychees [1][2] - In 2024, Guangxi is projected to import nearly 2.5 million tons of fruits from ASEAN countries, valued at around 35 billion yuan, representing over one-third of China's total imports from ASEAN [1] Group 2: Strategic Development Initiatives - The government has prioritized the fruit industry within the "10+3+N" modern characteristic agricultural system, focusing on stabilizing area, optimizing structure, improving quality, and increasing efficiency [2] - Guangxi aims to establish three major China-ASEAN fruit trading centers in Nanning, Chongzuo, and Qinzhou, facilitating a dual circulation pattern for fruit trade [2] Group 3: Logistics and Sales Channels - Guangxi has built 4,381 cold storage facilities across 71 counties, increasing storage capacity by 600,000 cubic meters, with total fruit and vegetable storage capacity exceeding 2.2 million tons [3] - The online retail sales of Guangxi fruits have seen a growth rate of 54% in 2024, with significant volumes of mangoes, passion fruits, and other fruits being sold through e-commerce platforms [3] Group 4: Challenges and Future Directions - Despite the growth, challenges remain in post-harvest processing and risk management for certain fruit varieties [4] - Future efforts will focus on market expansion, post-harvest processing, and brand strengthening, including promoting the "Gui" brand and integrating fruit with tourism to enhance market competitiveness [4]

类似现象的出现，往往都是因为市场需求量大而供给量不足。以小米汽车为例，一方面交付节奏缓慢， 另一方面雷军亲自下场营销、订单火爆，这种供需落差为"黄牛"活跃提供了条件。 "二级市场"的出现，以及一些"黄牛骗局"潜行其间，加剧了市场的复杂性。结果是，消费者增加了交易 成本，正常的市场秩序受到了影响。有迹象表明，制造端企业已经意识到相关问题，比如，苹果此前取 消了特定期限的免费换新政策，小米YU7更新所有订单预计交付周期等，不过均收效不大。 要告别"黄牛"侵扰，还需多方联动，构建多重防线，除了消费者教育、平台监管强化，品牌策略优化也 是重要手段。对于小米来说，审视供需管理问题、堵住销售规则漏洞都是值得尝试的方式。例如，推进 提升产能、加速交付，生产排期信息等应该更加透明；再比如，对高频、异常订单行为精准识别，对异 常订单及时反馈等。 数月前，小米汽车智能驾驶遭遇拷问时，就已经暴露"小米式营销"被流量反噬的可能。从YU7发布模式 来看，这种营销范式短期内不会改变。但任何厂家都应该对消费者负责，维护良好的市场秩序。如何从 流量狂欢切换到责任担当模式，是小米值得思考的新课题。毕竟，安全与责任，都远比"热搜体质"更珍 贵。 ...

Core Viewpoint - The recent decline in the new stamp market is evident, with many collectors losing interest in purchasing new stamps, yet trading activities within the philatelic community remain vibrant, shifting focus towards "processed postal items" rather than just stamps [1][2][14]. Market Dynamics - The significant discounting of new stamps has not stimulated demand as intended, revealing an oversupply issue in the market [4]. - Collectors are increasingly disinterested in "bare stamps" and are more attracted to "secondary creations" of postal items, indicating a shift in collecting preferences [6][7][16]. Marketing Strategies - The implementation of "hunger marketing" by limiting the supply of new stamps aims to enhance their scarcity and value, but its effectiveness in boosting market demand remains uncertain [8][9]. - Short-term limited releases may spark initial interest among collectors, but long-term reliance on such strategies could lead to increased dissatisfaction among them [10]. Community Engagement - The disparity between the lackluster new stamp market and the active philatelic community highlights a failure in current market strategies to meet collector needs [14][15]. - The complex reservation and authentication processes have alienated some older collectors, further exacerbating the issue of collector attrition [12][13]. Recommendations for Issuers - Issuers should transition from a "controller" role to a "service provider" role, understanding collector needs and optimizing products and services to rebuild trust [17]. - In the current market downturn, issuers should abandon short-term marketing tactics, increase the supply of new stamps, and provide more convenient purchasing channels and services like postmarking [18][20]. - A strategy of "watering the fish" could inject vitality into the long-term health of philatelic culture, emphasizing innovation and an open supply chain to attract more enthusiasts [20]. Conclusion - The coldness of the new stamp market juxtaposed with the vibrancy of the philatelic community reflects unmet market demands, suggesting that collectors are willing to purchase new stamps if issuers adapt to their evolving needs [21].