Core Viewpoint - The rise of health-related live streaming sessions targeting elderly consumers has led to significant financial expenditures on questionable health products, often marketed under the guise of free educational content [1][17]. Group 1: Health Live Streaming Trends - Many health seminars have transitioned from offline to platforms like Douyin and Kuaishou, attracting elderly audiences with vague promises of health benefits [1][2]. - Live streamers often use general phrases like "boost immunity" to market ordinary food items as expensive health products [1][5]. - The content across various live streams is largely similar, focusing on traditional Chinese medicine and dietary advice [3][9]. Group 2: Consumer Behavior and Spending - Elderly individuals, such as Zhang Daqiang and Chen Li, have reported spending thousands on health products after being drawn into live streaming sessions [2][3]. - Zhang Daqiang spent 2880 yuan on a product claimed to benefit chronic health issues after participating in a free health course [2]. - Chen Li initially paid 1 yuan for a health experience program, later spending 6980 yuan on a nutrition training camp [3]. Group 3: Marketing Tactics - Live streamers often claim to provide free resources, but ultimately direct viewers to private groups where they can purchase expensive courses and products [4][16]. - The marketing strategy includes sharing "success stories" to persuade viewers to invest in high-priced health programs [8][17]. - Products promoted in these sessions are often misrepresented, with many not being classified as health supplements despite claims of health benefits [6][10]. Group 4: Regulatory Concerns - Experts have raised concerns about the lack of regulation in live streaming health product promotions, particularly regarding the advertising of medical products [17][18]. - There is a call for clearer guidelines and responsibilities for live streamers to prevent misleading health claims and protect vulnerable consumers [17][18].

Group 1 - The core achievement of Xiaomi's YU7 is the record-breaking pre-order of over 200,000 units within three minutes, validating its new car launch model [1] - Xiaomi's marketing strategy involves a "three-step jump" approach, which includes pre-heating prices, emphasizing high costs at launch, and then offering a lower price to create excitement [1] - The phenomenon of "scalpers" reselling orders at significant markups has emerged, with some reselling for tens of thousands of yuan, indicating a supply-demand imbalance [1] Group 2 - The existence of negative effects, such as scalpers, increases consumer transaction costs and disrupts market order, which should not be solely borne by the market [2] - Companies are beginning to recognize their responsibilities, as seen with Apple's policy changes and Xiaomi's updates on order delivery timelines, although these measures have had limited impact [2] - To eliminate the "scalper era," a multi-faceted approach is needed, including consumer education, enhanced platform regulation, and optimized brand strategies [2] Group 3 - Xiaomi's marketing approach has faced scrutiny, indicating that the "Xiaomi-style marketing" may backfire due to excessive focus on traffic generation [3] - Companies must balance the benefits of traffic with the responsibility to consumers and the market, transitioning from a "traffic frenzy" to a "responsibility-driven" model [3] - The importance of safety and responsibility is emphasized as being more valuable than mere popularity [3]

Group 1 - The training program for rural revitalization e-commerce live streaming operations was organized by the Guiyang Municipal Committee of the Communist Youth League, with 50 rural youth leaders participating [1][3] - The program emphasizes the importance of e-commerce live streaming in rural revitalization and aims to cultivate versatile talents who are skilled in technology, management, and innovation [3] - The training focuses on the new model of "e-commerce live streaming + characteristic industries," covering topics such as live streaming operations, agricultural product branding, and AI digital marketing [3] Group 2 - Participants expressed that the training was beneficial and intended to explore cross-industry integration models like "live streaming + cultural tourism" and "live streaming + intangible cultural heritage" [3] - The goal is to create a sustainable e-commerce ecosystem that boosts agricultural product sales and promotes the overall upgrade of rural industries, thereby increasing income for farmers and village collectives [3]

Core Viewpoint - The phenomenon of "Tang Seng" selling real estate highlights a new marketing phase in the real estate industry, emphasizing the importance of resonance with target audiences over mere celebrity status [1][2]. Group 1: Marketing Strategy - The marketing approach has shifted from solely relying on celebrity endorsements to selecting representatives who resonate with the target demographic, allowing developers to leverage their resources and reduce dependence on external channels [2]. - The project being sold is not new but an old one that has been renovated, indicating a strategic move to enhance sales of existing properties rather than launching new developments [1]. Group 2: Market Dynamics - The real estate market is experiencing high channel costs due to the concentration of top brokerage resources, prompting developers to seek alternative marketing strategies to maximize their potential [2]. - The trend of family-owned businesses promoting their own products through social media is gaining traction, with examples like Hao Li Lai and Tebu, indicating a shift towards self-promotion in the industry [2]. Group 3: Future Implications - The success of "Tang Seng" in real estate marketing may lead to more classic IP figures participating in similar ventures, reflecting a broader trend of innovative marketing attempts in the real estate sector amid inventory challenges and competition [2]. - The effectiveness of celebrity influence in converting interest into actual sales remains uncertain, suggesting that the industry must focus on product quality and sustainable marketing strategies beyond just leveraging celebrity status [3].

2025.06. 29 本文字数：2440，阅读时长大约4分钟 作者 | 第一财经 王方然 日均接到2～3个推销电话，甚至深夜被AI客服"轰炸"，信用卡营销骚扰正成为消费者投诉的焦点。近 期，上海胡先生因不堪其扰，依据《民法典》隐私权条款起诉招商银行信用卡中心并胜诉，获赔5000 元。 信用卡骚扰投诉成重灾区 记者注意到，尽管信用卡新规2024年7月全面实施，着力整治信用卡市场乱象，强化消费者权益保护，但 相关投诉却不减反增。 深圳一位消费者向记者反映，自己日均接到多个银行推销电话，包括AI语音推送的分期业务，甚至深夜十 点后仍被骚扰，"怎么投诉也没用"。 数据亦可从侧面印证。记者查询了多家业内主流信用卡机构的相关财报数据。 招商银行财报显示，2024年该行收到监管渠道、95555渠道、信用卡中心渠道消费者投诉及其他渠道消 费者投诉合计20.60万笔，其中 信用卡业务投诉量达5.51万笔，较2023年的2.91万笔激增89%。 民生银行2024年受理客户投诉约20.53万件，其中 信用卡投诉量达到14万件，较上年的13万件继续攀升 。建设银行财报显示，2024年该行共受理信用卡领域的消费投诉 4.32万件，相 ...

Core Insights - Credit card marketing harassment has become a significant issue for consumers, leading to a surge in complaints against banks [1][2] - Legal actions are being taken by consumers against banks for privacy violations, with successful cases resulting in compensation [1][2] Group 1: Complaint Statistics - In 2024, a total of 20.60 million complaints were received by China Merchants Bank, with credit card-related complaints reaching 55,100, an increase of 89% from 29,100 in 2023 [1] - Minsheng Bank received approximately 205,300 customer complaints in 2024, with credit card complaints totaling 140,000, up from 130,000 the previous year [2] - China Construction Bank reported 43,200 credit card-related complaints in 2024, a 34.6% increase from 32,100 in 2023 [2] Group 2: Consumer Experiences - Consumers report receiving multiple marketing calls daily, which disrupts their daily lives and work, despite requests to stop these calls [2] - Overdue borrowers face even more severe harassment, including high-frequency calls and threatening messages from banks or third-party collection agencies [2] Group 3: Legal Framework and Consumer Rights - The legal boundaries regarding credit card marketing harassment are becoming clearer, with successful cases providing consumers with effective means of recourse [2] - The process for filing a lawsuit is described as low-cost, with fees ranging from 25 to 50 yuan, making it accessible for consumers seeking to protect their rights [2]

Core Insights - The integration of brand, effect, and sales (品效销一体化) has become a necessary path for the marketing industry, driven by effect-oriented strategies and omnichannel collaboration [3][4] - The 618 shopping festival has entered its 17th year, serving as a critical opportunity for brands to test growth dynamics amid changing consumer behaviors and marketing environments [2][4] - The marketing focus has shifted towards effectiveness and sales, with consumers demanding higher conversion efficiency [2][5] Industry Trends - The marketing landscape is experiencing a systematic transformation, with brands needing to build systematic marketing capabilities to achieve sustainable growth in a competitive environment [3][4] - By 2025, the integration of brand, effect, and sales will become a core competitive pathway for companies, making it essential for survival [3][4] - The current marketing environment is characterized by increased uncertainty and cautious consumer spending, necessitating precise responses to consumer demand changes [4][5] Marketing Strategies - Brands are increasingly relying on data-driven optimization strategies, utilizing AI tools to enhance real-time monitoring and strategy iteration throughout the marketing process [2][5] - The traditional separation of brand marketing, effect marketing, and sales is being challenged, requiring a unified approach to effectively integrate these functions [7][8] - Companies must develop strong data processing and analysis capabilities to connect all marketing stages, from brand awareness to sales conversion [9]

杨涛老师-大客户营销实战专家 25年大客户营销管理实战经验 【毕业于知名高等学府，拥有扎实的理论知识】 【曾任职于知名大型企业管理岗，拥有丰富的实战经验】 ——任职理光期间—— 1）就任全国中资大客户业务推进中心负责人，紧抓行业聚焦战略，带领团队实现全国CMA整体业绩年 均增长20%-28%（最后实现年业绩1.7亿）。 2）就任上海分公司总经理期间，长期贯彻"做正确的客户"，充分挖掘了现有大客户的潜力资源，并标 准化了各个团队的业务管理模式和方法，最终达到年均业绩增长率12%-20%（最后年业绩1.2亿）。 曾任：理光（世界500强）|销售部副总经理、新兴市场部总经理 曾任：米思米精密机械贸易|全国大客户部部门经理 曾任：TNT国际快递|广州分公司销售部门经理 1）中山大学MBA 2）美国麻省理工学院MBA 3）美国玛赫西国际大学PhD管理博士 曾任：富士施乐广州分公司（世界500强）|高级销售经理 擅长领域：大客户营销、高效销售团队打造、商务谈判、营销沟通等 【大客户营销战场的"业绩MVP",创下多个傲人的成绩记录】 杨老师拥有世界500强企业营销管理实战经验，因出众的工作能力被领导派任接待国家级/省级领导 ...

作 者 / 温 莎 编 辑 / 张 南 设 计 / 张 萌 当年抢苹果手机的那群人，如今正在抢汽车。 这是起售价25.35 万元的小米YU7。2025年6 月 26 日晚，正式上市仅 3 分钟，这款SUV大定便突破 200000 台；1 小时内，大定数量更是迅猛增长，突破 289000 台 。 第二天下午4点16分，小米汽车官方宣布，开售18小时，小米YU7锁单量已突破240000台。如果按 照均价来算，小米卖了超过600亿元。 买车不要钱吗？买车都不用坐进去试试吗？汽车真的变成快销品了吗？说好的消费降级呢，全世界 只有我在穷吗？ 网友们还只是插科打诨，最破防的是其他汽车厂商。 小米发布会第二天，零跑汽车创始人、CEO朱江明在苏州参加一场论坛时就袒露心声，"本来这些 天心情很好，因为订单很多，但看了昨天晚上雷总一个小时就搞30万辆，给我们的压力巨大……" 他是笑着说出来的，可心里的苦懂得人都懂。从2018年开始，中国汽车就已经结束了持续数十年的 增长，进入存量阶段，也就是说，今天你多卖一辆，明天别人就少卖一辆。 小米发布会进行时，《汽车商业评论》小编正和一群汽车圈的朋友在一起，一位在汽车行业摸爬滚 打了20年 ...

公开信息显示，侯孝海1968年8月出生在山东潍坊，19岁考入中国人民大学统计学院，毕业后在首钢、盖洛普、百事可乐等企业工作。 2001年，侯孝海以四川百事可乐销售总监兼市场总监的身份跳槽华润雪花啤酒（中国）有限公司（简称"华润雪花"），出任销售发展总监及市场总监，后 在2009年出任华润雪花贵州分公司总经理、四川分公司总经理等职务。 2016年3月，侯孝海接棒王群出任华润雪花总经理，次月获任华润啤酒执行董事及首席执行官；2023年4月，由首席执行官调任为华润啤酒董事局主席。 自加入华润啤酒以来，他参与了雪花啤酒全国品牌的确立和建设，首次提出将"勇闯天涯"作为雪花啤酒的全国性推广活动，并创造"非奥运营销理论"，主 导规划3+3+3战略，推出"4+4产品矩阵"，形成了"中国品牌+国际品牌"在高端市场相互赋能、并肩齐飞的局面。2019年，其主导与喜力集团达成战略合 作，成为亚洲最大的中外啤酒企业并购案。 另据公开财报显示，侯孝海出任华润啤酒董事会主席和首席执行官的九年里，华润啤酒销售收入增长超100亿元；次高端及以上啤酒销量增长超200万千 升，净利润从2015年的13.29亿元飙升至2024年的47.59亿元；公 ...