Core Idea - Heinz executed a remarkable marketing strategy by creating a cultural association with the colors of its products, without an official collaboration with Marvel, effectively "hijacking" the cultural narrative surrounding the film "Deadpool and Wolverine" [1][2]. Group 1: Creative Core - The campaign is characterized as a "cultural hijacking" rather than a traditional partnership, leveraging the color scheme of Deadpool and Wolverine to evoke Heinz's ketchup and mustard [1][2]. Group 2: Strategic Highlights - The marketing strategy involved a comprehensive approach that spanned multiple platforms and media, creating a closed-loop from attention to purchase [3]. - Key tactics included social media engagement, outdoor advertising, cinema experiences, and streaming service promotions [5]. Group 3: Effectiveness Assessment - The campaign generated significant media exposure, with earned media impressions reaching 1.58 billion and an ad interaction rate of 789% of the industry benchmark [5]. - Sales figures showed a 2.9% increase in ketchup sales and an 8.5% increase in mustard sales, with mustard's market share rising by 12% [5]. Group 4: Industry Insights - The campaign exemplifies a new paradigm in brand leveraging, emphasizing the importance of deep integration into cultural narratives rather than superficial collaborations [6][8]. - Successful brand communication transcends mere product sales, aiming to embed the brand into cultural conversations and consumer experiences [8].

之前一直深度服务30岁、35岁以上消费者的比音勒芬，在 2024年提出年轻化转型，这令不少投资者费解——品牌如何 同时兼顾70后、80后和00后的需求？ 作者： 叶心冉 封图：图虫创意 在资本市场，比音勒芬（002832.SZ）近来的日子不好过。从2017年登陆A股，比音勒芬可谓优 等"慢牛"，一步步爬到2023年200亿规模的巅峰市值。但过去两年，比音勒芬的股价一直"跌跌不 休"。现如今，比音勒芬市值相较高峰期已经缩水一半，跌破百亿市值。6月19日收盘，比音勒芬 股价15.82元/股，同比下跌0.88%，总市值90.29亿元。 过去十年，比音勒芬的净利润走势一如它的股价，稳步攀升。即便是在疫情期间，当服饰公司业绩 哀鸿遍野，比音勒芬的净利润依旧连续多年取得了20%左右的增长率。这并不容易，同属男装赛道 的报喜鸟、雅戈尔、海澜之家在疫情期间都经历过业绩的大幅下滑。并且，相较前述三家男装品 牌，比音勒芬的毛利率是其中最高的，连续多年稳定在75%以上的水平，比肩不少奢侈品品牌。因 高价、高毛利特性，不少投资者将其称为"衣中茅台"。 不过"增长"在2024年出现了转折。2024年，比音勒芬的归母净利润是7.81亿元 ...

" 年销量18万台，名爵MG能否达成目标？ " 作者丨 马广宇 编辑丨 相辉 正处于转型关键时期的上汽名爵，又迎来人事变动。 据多家媒体报道，原上汽名爵MG品牌事业部总经理周钘前不久发布微博，对外透露其已经从上汽名爵离 职，微博认证也从"名爵品牌事业部总经理"更改为"暂无简介"，有传言称其将入职领克品牌。 回顾周钘的过往经历，这也是其第二次离开上汽体系。据公开资料显示，周钘于2011年加入上汽通用五 菱，历任销售公司营销中心总监、品牌与市场总监等核心岗位，并主导了"人民需要什么，五菱就造什 么"的经典口号，进一步推动五菱品牌的形象塑造。 2022年8月，周钘短暂跳槽至小米汽车担任市场部总经理，但仅半年后便因"个人和家庭原因"回归上汽体 系。2024年12月，周钘被调任至名爵MG事业部担任总经理一职，成为上汽集团最年轻的品牌总经理。 周钘任名爵MG事业部担任总经理一职的半年时间内，除了梳理MG品牌的定位、未来两年的产品外，也在 积极推动组织架构改革，原本产品、市场、销售3个大部门被调整为GTM、品牌与市场、公关与传播、销 售中台、7大区域、运营中台6个大部门，做了进一步细化。 根据官方数据显示，2025年5月， ...

Core Viewpoint - The company, Biyinlefen, has experienced a significant decline in stock price and market value since its peak in 2023, with its market capitalization dropping to 9.03 billion yuan, a 50% decrease from its highest point [2][3]. Financial Performance - Biyinlefen's net profit has shown steady growth over the past decade, maintaining around a 20% growth rate even during the pandemic, unlike its competitors [2]. - In 2024, the company's net profit is projected to be 781 million yuan, marking a 14.28% decrease, which is the first negative growth since its listing [3]. - The company's sales expenses increased by 22.96% to 1.613 billion yuan in 2024, with advertising costs surging by 108% [10]. Strategic Shift - The chairman announced a strategic shift towards a younger demographic, aiming to attract consumers from the 70s, 80s, and 00s, which has raised questions among investors about balancing the needs of different age groups [4][5]. - The brand's positioning remains focused on middle and upper-income groups, with product prices ranging from 1,500 to 8,000 yuan [5]. - The company has engaged a new spokesperson, a post-95 artist, to appeal to younger consumers, while still relying heavily on its existing customer base for sales [4][6]. Brand Development - Biyinlefen is investing in new brands, having spent 700 million yuan to acquire two high-end international menswear brands, which are currently operating at a loss [10][11]. - The company plans to maintain its high-end positioning while expanding its brand matrix, with a focus on both the main brand and new acquisitions [12]. Market Positioning - The company has historically targeted consumers aged 35 and above, who are less price-sensitive and exhibit high brand loyalty [7][8]. - Analysts suggest that the brand's young consumer strategy should not alienate its existing loyal customer base, emphasizing the importance of maintaining quality and brand prestige [9].

Core Viewpoint - Qiaqia Food has launched a new ice cream product combining sunflower seeds and ice cream, aiming to attract younger consumers and enhance brand visibility amid declining performance in its core business [1][3]. Group 1: Product Launch and Strategy - Qiaqia Food has introduced a new ice cream product featuring sunflower seeds, available in three flavors: vanilla, pecan, and caramel [1]. - The company is diversifying its product offerings beyond its core sunflower seed business, which has reached saturation, by exploring new categories such as ice cream and konjac products [3]. - The introduction of niche flavors in the past, such as wasabi, durian, and snail powder, indicates a strategy to capture market attention and appeal to younger demographics [3]. Group 2: Financial Performance - Qiaqia Food's revenue growth rates from 2021 to 2024 are 13.15%, 15.01%, -1.13%, and 4.79%, while net profit growth rates are 15.35%, 5.12%, -17.77%, and 5.82% respectively [3]. - In Q1 2025, the company experienced a significant decline in performance, with revenue down 13.76% and net profit down 67.88% year-on-year [3]. - The decline in profitability is attributed to rising costs of sunflower seeds and certain nut raw materials, as well as changes in product and channel structures [3][4]. Group 3: Market Position and Challenges - The saturated sunflower seed market has prompted Qiaqia Food to frequently launch new products and explore cross-category expansions to maintain brand relevance [3][4]. - Analysts suggest that while the ice cream venture aims to attract younger consumers, the effectiveness of this strategy in generating sustainable growth remains uncertain [4]. - The company's past price increases on core sunflower seed products have not led to sustained growth, as evidenced by a 5.36% decline in revenue from sunflower seed products in 2023 [4].

【五谷磨房品牌年轻化遇挑战，投资风险需关注】在"悦己消费"成主流背景下，品牌年轻化能力成食品 行业增长韧性关键。五谷磨房(1837.HK)虽在传统营养粉领域有认知基础，但近年在品牌调性等方面落 后，渗透Z世代面临压力。 其主力产品面向追求家庭健康管理的消费者，主要用户为31 - 40岁女性，占 比48.6%，Z世代用户占比不足30%。相比minayo，五谷磨房品牌语言和视觉资产保守，产品缺乏创 新，触达新用户能力受限。 传播策略上，五谷磨房强调理性属性，以养生知识科普为主，缺乏情绪价 值和场景化内容。社交平台投放有限，互动性弱，未形成完整内容资产池或品牌人格表达机制。而同类 品牌在包装、故事讲述和场景构建上表现更佳。 线下方面，五谷磨房曾靠"现磨现卖"专柜起家，但线 下专柜成负担，数量从2018年末的3,895家降至2023年上半年的1,966家，预计2025年约210个专柜关闭， 营收或减5,000万元至8,000万元，品牌体验构建受影响。 线上投入增加，但产品溢价策略面临竞争压 力。以黑芝麻糊为例，五谷磨房单位价格高出80%至130%，对性价比敏感型用户吸引力有限。且2023 年和2024年销售费用分别为 ...

2025年6月15日，汾酒官方旗舰店迎来十周年特别时刻。一场名为"拾光共酝·汾酒时酿"的沉浸式直播活 动在浙江台州仙居拉开帷幕。这场由淘宝直播打造的跨界盛宴，以"千年酿造文化"为脉络，融合仙居生 态杨梅与非遗技艺，吸引了超150万人次在线观看，成为老字号品牌年轻化表达的一次成功实践。 整场直播不仅是一次品牌传播的创新尝试，更展现了汾酒在产品表达与用户沟通上的深度思考。淘天集 团酒行业总经理语盈表示，这次"杨梅+白酒+文旅"的跨界联动，是平台与品牌共创内容的典范，体现 了汾酒在传承中求变的品牌精神。 汾酒营销中心副主任、销售公司高级总监王利平表示："淘天集团作为本次合作的重要伙伴，为我们搭 建了一座'云端雅集'的桥梁，让更多年轻人从'不识白酒'到'爱上汾酒'。" 此次活动通过淘宝直播的镜 头，向全网展现了"梅好相汾"的魅力。 活动选址"中国杨梅之乡"仙居，以神仙居景区为起点，主持人马萱通过"夏日水果"话题迅速拉近与观众 距离，并预告"888元购物红包"，点燃直播间热情。随后，她与讲解员一同探秘南天顶、观音峰、佛影 莲韵等自然奇观，在讲述山水故事的同时，巧妙引出汾酒"一清到底"的酿造理念，为后续内容埋下文化 伏笔 ...

Core Viewpoint - The chairman of Biyinlefen, Xie Bingzheng, emphasized that the company still has significant growth potential despite recent performance challenges and a reduction in dividends [2][3]. Financial Performance - Biyinlefen experienced its first negative net profit growth since its listing, with a continuous decline in stock price, resulting in a market value that has shrunk by over 50% from its peak [3][11]. - The company reported a gross margin exceeding 70%, which has been consistently growing for 12 years from 2012 to 2023 [3]. Dividend Policy - The company plans to maintain annual cash dividends but will not significantly increase the payout, focusing instead on the company's operational conditions [7][11]. - There was investor dissatisfaction regarding the halving of dividends despite the company having substantial cash reserves [6][11]. Brand Strategy - The brand's strategy for youthfulness aims to appeal to younger consumers while retaining its existing customer base, rather than shifting focus entirely to a younger demographic [9][10]. - Xie Bingzheng believes that the growth potential in the Chinese men's clothing market is still vast, citing examples of other brands like Anta that have achieved significant sales growth [10][11]. Market Position - Biyinlefen is positioned as a leading brand in the high-end segment of the market, with a unique genetic advantage that makes it difficult for other brands to compete effectively [11].

转自：新华财经 活动现场精心设置多个互动区域吸引众多师生驻足打卡；后备箱集市陈列的特色文创颇为吸睛；舞台周边布设科技展台，集中展示了红旗品牌年轻化的代表 车型，包括纯电天工05/06、插电混动HS3 PHEV/H5 PHEV以及燃油轿车H6，并为Z世代提供了低首付低月供长周期的专属金融方案，面向教师群体推出了 高达4%折扣等专属购车福利。 千架无人机点亮夜空，全场唱响青春旋律……6月10日晚，以"青春 大有可为"为主题，吉林大学汽车工程学院第三届草地音乐节启幕。作为民族汽车品牌代 表，一汽红旗携年轻化家族亮相现场，通过大型无人机光影秀、后备箱集市及互动打卡专区等丰富活动，在科技与人文的交织中生动展现品牌焕新活力。 这场科技与人文辉映的光影秀，也是红旗品牌持续推进年轻化战略的生动注脚。为贴近年轻消费者对性价比、科技感与美观性的多元需求，红旗在产品端持 续优化，在15万-25万元区间布局了丰富产品矩阵，推出天工05/06系列、HS3、H5与H6等产品，覆盖燃油、插混、纯电等多个细分市场领域。 在年轻化产品打造上，红旗注重"内外兼修"：设计美学上，巧妙融合传统元素与现代审美，如天工系列标志性的鲤跃流光大灯；智能科技 ...

在消费升级与技术革新交织的浪潮中，中国高端厨电市场的竞争态势持续白热化，方太、老板、华帝 形成"三强鼎立"局面。进入2025年，市场格局呈现新动态：奥维云网（AVC）最新数据显示，1-4 月中国油烟机线上市场依旧由"方老华"主导，三大品牌合计揽获近45%的市场份额，延续着寡头竞 争格局。 具体来看，华帝以10.03%的销售额市占率稳居第三席位。尽管同比微降0.1%，但其抗风险能力显 著优于行业头部对手——同期方太市占率同比下滑0.55%，老板降幅达3.46%。 华帝打破"行业下行必降价"的惯性逻辑，以技术创新与品质升级在高端市场建立"价值认同"。 通过聚焦用户核心需求，将"好用、好看、好清洁"作为产品研发的底层逻辑，其自主研发的二代三 腔超薄烟机、巨能洗洗碗机等明星产品，不仅在性能上突破行业标准（如聚能燃烧技术热效率达 84%、一氧化碳排放降低54%），更以"白科技"技术标签和"净时尚"设计语言，形成区别于方 太"全场景生态"、老板"AI数字厨电"的差异化认知，让"高端=高性能+易清洁"的价值等式深入人 心。 在高端品牌市占率普遍承压的背景下，华帝的小幅波动凸显出其市场基本盘的稳固性，展现出更强的 抗压韧性。 ...