Group 1 - The endorsement marketing market is experiencing a structural adjustment and emotional marketing, with a 5.4% year-on-year increase in the number of endorsers from January to May 2025 [1][18] - The beauty and skincare industry leads with a 35% increase in the number of endorsers, while the commercial/service industry sees a 38.5% growth, marking it as the fastest-growing sector [1][18] - Top entertainers like Xiao Zhan, Bai Lu, and Di Li Re Ba maintain high commercial value due to popular works, while emerging actors like Zhai Xiao Wen see significant value increases from trending series [1][11] Group 2 - The proportion of mid and lower-tier endorsers has increased by 8 percentage points, with B and C category stars primarily being film and television actors, making up 58% of endorsements [2][34] - Brands are increasingly building "endorser matrices," with platforms like Taobao and Tmall adding over 10 endorsers, and short drama actors gaining traction through flexible short-term collaborations [2][38] - Emotional marketing is driving brands to focus on precise emotional engagement, with campaigns like Atour Planet's collaboration with Niao Niao resonating with "low-energy" consumers [2][18] Group 3 - The endorsement market continues to recover, with a 5.4% increase in the number of endorsers and a 1.4% increase in brand endorsements from January to May 2025 [18] - The entertainment sector, particularly film actors, musicians, and idol artists, sees the highest growth in new endorsements and brand collaborations [19][34] - The number of endorsements for top sports stars has doubled, despite a 31% decline in overall endorsements in non-Olympic years, indicating a concentration of value among leading athletes [25][26] Group 4 - The trend of brands pursuing popular stars during the airing of their works has led to a noticeable increase in new business collaborations [20] - The endorsement landscape is shifting towards short-term collaborations with mid-tier stars, as brands focus on cost efficiency [24][34] - The rise of short drama actors as a new force in endorsements is evident, with over 15 brands collaborating with them in early 2025 [38][39]

Core Viewpoint - The article discusses the evolution of China's e-commerce promotional events, particularly focusing on JD.com's approach to the 618 shopping festival, emphasizing emotional engagement and user experience over traditional discount strategies [1][5]. Group 1: Evolution of JD.com's 618 Festival - JD.com is transforming the 618 shopping festival into a more engaging and enjoyable experience for consumers, moving away from complex coupon calculations to a focus on fun and emotional connections [4][12]. - The festival has been restructured to include various themed days and events, such as "Food Surprise Day" and "Summer Concert," aimed at connecting with users' interests rather than just product categories [8][9]. Group 2: User Engagement and Emotional Value - The shift in consumer behavior, particularly among younger demographics, indicates a preference for self-indulgent purchases, prompting JD.com to enhance emotional resonance with its users [7][8]. - JD.com has introduced interactive elements and auctions for unique items, such as a limited-edition pen, to create a sense of excitement and community among users [2][12]. Group 3: Integration of Online and Offline Experiences - JD.com is leveraging its self-operated model to create synergies between online and offline shopping experiences, such as integrating food delivery with retail promotions [20][21]. - The opening of JD Mall locations aims to provide immersive shopping experiences that combine various retail formats, enhancing customer engagement [23]. Group 4: Performance Metrics and User Experience - Early indicators of success for the 618 festival include over 30 million users participating in pre-event activities, with significant year-on-year growth in sales across various categories [24]. - JD.com emphasizes that the essence of the 618 festival lies in prioritizing user experience, which encompasses quality, service, and emotional connection, rather than merely competing on price [25].

Core Viewpoint - In the fast-paced information age, brands facing public relations crises can utilize soft marketing as a powerful tool to turn crises into opportunities through the "Golden Triangle Principle" of brand communication [1] Group 1: Emotional Resonance - Brands should replace official statements with "pain point stories" to establish emotional resonance with the public during crises [3] - Stories need to be specific and authentic, detailing time, place, characters, and real issues to convey sincerity and care [3] - The narrative should allow the public to relate personally, fostering sympathy and support for the brand [3] - Brands should view crises as opportunities for brand upgrades, showcasing their responsibility and progress through storytelling [3] Group 2: Authority Penetration - Brands must leverage authoritative figures to rebuild trust and credibility during crises [4] - Endorsements from authoritative media, industry experts, and KOLs can enhance public acceptance of the brand's message [5] - The content presented by authoritative sources should be professional and credible, avoiding excessive marketing to prevent further damage to the brand's reputation [5] Group 3: Value Reconstruction - The highest level of crisis management involves shifting public focus from existing problems to new values defined by the brand [7] - Brands should use soft marketing to redirect attention towards new values, such as technological innovations and product upgrades [7] - It is essential to present corrective measures and their outcomes to demonstrate the brand's commitment to improvement [7] - Brands should guide public perception towards new values, emphasizing their industry leadership and social contributions [7] Conclusion - The "Golden Triangle Principle" of emotional resonance, authority penetration, and value reconstruction is crucial for brands to effectively manage crises, reshape their image, and regain public trust [9]