2025.06. 27 三波营销热浪 第一波营销热浪，出现在小米集团董事长雷军上台介绍小米YU7时。多位小米汽车销售向到场观看直播的 消费者表示："小米YU7只有3万辆准现车，10点钟开抢，店里信号慢，大家可以到室外用5G网络下定， 晚了就没有现车了，要排队等排产。" 随后，雷军介绍小米YU7的智能化卖点、与Model Y对比点时，消费者反应平平。 第二波营销热浪，在小米YU7售价正式发布后，现场销售带头高呼"绝了""赢了"，煽动着消费者购买情 绪。 几乎同一时间，店内几十名销售立刻行动，人均手持2台手机，走进走出打电话、发语音，引导消费者下 定，"早下定早排产"等固定销售话术频出。甚至有一名销售经理举着麦克风，高声告知到场消费者下定流 程。 本文字数：1447，阅读时长大约3分钟 作者 | 第一财经 黄琳 6月26日晚间，就在小米发布会举行之时，第一财经记者走访小米4S店发现，YU7销售上演"狂热营 销"怪像：销售多次带头高呼，甚至拿着麦克风强调"晚了就没有车了""早下定早排产"等，试图煽动消费 者购买情绪。 尽管小米公布的YU7大定数据吸睛，但仍有业内人士质疑，"饥饿营销"会否带来负面影响。 多地已现YU ...

Core Insights - Xiaomi's marketing strategy for the YU7 vehicle has generated significant consumer interest, with over 200,000 pre-orders within three minutes of the launch event [1] - The company employs a "hunger marketing" approach, creating urgency among consumers by emphasizing limited availability and the need to act quickly to secure a vehicle [2][4] - Despite the initial excitement, there are concerns regarding the sustainability of this marketing tactic and its potential negative impact on customer satisfaction [5][9] Marketing Strategy - The first wave of marketing was initiated by Xiaomi's chairman, Lei Jun, who highlighted the limited availability of 30,000 vehicles, urging consumers to place orders quickly [2] - Following the price announcement, sales staff actively encouraged consumers to place orders, using phrases like "early orders lead to early production" to stimulate demand [4] - The final wave involved promoting test drives, with sales representatives indicating that priority would be given to customers who had already placed orders [4] Consumer Reactions - Some consumers expressed reluctance to place orders without first test-driving the vehicle, citing safety concerns based on previous incidents with Xiaomi's SU7 model [5] - Reports indicate that there are already instances of YU7 orders being resold on second-hand platforms, raising questions about the actual end-users of the vehicles [6] Order Management - Industry insiders noted that the number of pre-orders does not equate to actual sales, as consumers can modify their vehicle configurations within a week of placing a deposit [8] - Xiaomi has implemented a more cautious approach compared to previous launches, ensuring that customers are aware of the non-refundable nature of deposits after a certain period [8] Market Dynamics - The introduction of technology companies into the automotive sector has brought internet-based marketing strategies, such as "hunger marketing," into play, which can lead to both increased product awareness and potential negative consumer experiences [9]

据了解，不同集团 的 目标客群为平均年龄在35岁的新中产家庭，主要产品是高颜值、高客单 价的婴儿推车、儿童安全座椅和婴儿腰凳等耐用消费品。依托于小红书、抖音等平台推广， 这家在2019年才推出新锐品牌BeBeBus的公司迅速崛起，只用了不到六年就叩响了资本市场 的 大门。 营销费用高居不下 除税前利润率不足10% 一家从小红书起家的"母婴顶流"即将赴港上市。 6月26日晚，中国证监会国际合作司发布关于BUTONG GROUP（不同集团）境外发行上市 备案通知书。 今年1月2日，不同集团曾向港交所递交招股书，拟在香港主板挂牌上市。 根据弗若斯特沙利文的资料，按2023年GMV （ 商品交易总额 ） 计算，BeBeBus是中国最 畅销的耐用型高端育儿产品品牌。 招股书显示，2022年、2023年和2024年前9个月（报告期内），不同集团营业收入分别为 5.07亿元、8.52亿元和8.84亿元，相应的净利润分别为-2122.9万元、2722.4万元和 4642.1万元，在其 产品 最畅销的2023年刚刚扭亏为盈。 值得注意的是，公司除税前利润率在2024年前三季度不足10%。 | | | 截至12月31日止年度 | ...

Core Viewpoint - The article discusses how traditional food brands like Shuanghui and TaTa Le are leveraging internet culture and user-generated content to engage with younger consumers through their IP characters, leading to increased brand interaction and marketing opportunities [1][41]. Group 1: Shuanghui's "Top Stream Pig" - Shuanghui's new IP character, referred to as "Top Stream Pig," gained popularity on social media without any prior media presence, solely based on its packaging design [3][7]. - The brand is actively engaging with consumers by inviting them to create derivative content, suggesting names, and developing merchandise like stickers and wallpapers [7][10]. - The character has become a frequent element in Shuanghui's marketing strategy, serving as a hook for interaction with consumers [12]. Group 2: TaTa Le's "Le Le Chicken" - TaTa Le's IP character "Le Le Chicken" has a similar trajectory, gaining traction through user-generated content and brand engagement [13][16]. - The brand has embraced the creativity of its audience, allowing for modifications and enhancements to the character, which has led to a more relatable and engaging persona [13][16]. - Both Shuanghui and TaTa Le are seen as adapting to the younger demographic's preferences, utilizing humor and relatability in their marketing strategies [19][41]. Group 3: Broader Industry Trends - The article highlights a trend among food and beverage brands to utilize IP characters for marketing, with examples including Wangzai and M&M's, which have successfully integrated their characters into social media and consumer interactions [19][28]. - Brands are increasingly using humor and relatability to connect with younger audiences, as seen in the campaigns of companies like Luckin Coffee and Mixue Ice Cream [32][37]. - The success of these strategies indicates a shift in marketing approaches, where brands are not just waiting for trends but actively participating in the cultural conversation [41].

开年以来，AI 图片赛道迎来一轮小高潮。今年 3 月，在我们统计的月访问量超 200 万的 Web 端 AI 图片产品中，有 45 款产品访问量呈现环比上涨，最高 增幅超过 600%。这些爆款背后的共同特征，是一股席卷社交平台的"吉卜力风"。 回顾 2022 年至今几轮 AI 爆款产品（如 Lensa、妙鸭相机、黏土滤镜、吉卜力），其流量爆发的逻辑始终贯穿着四大共性：操作门槛极低、个性表达鲜 明、用户参与感强烈，且天然具备高分享属性。而在用户"了解—制作—发布—传播"的链路中，社交平台也不再只是承接内容的渠道，更是 AI 图片工具 之外最重要的"参与者"。 在这股 AI 特效热潮中，Snapchat 这个风靡海外的社交平台显得尤为特殊——它既是滤镜创作的工具平台，也是内容传播的分发平台。事实上，早在 AI 生图流行前，Snapchat 就已借助"宝宝滤镜""性别互换滤镜""哭泣滤镜"等 AI/AR 滤镜实现过"病毒式"传播，不少玩法甚至成为全球社交平台竞相模仿的对 象。如今，随着生成式 AI 拓宽创作边界，Snapchat 也开始了让品牌自然融入用户表达的进一步探索。 核心入口相机中的滤镜从 AR 升级到 A ...

奥运的新时代来了。 6月23日，国际奥委会（IOC） 在瑞士洛桑举行主席交接仪式，71岁的托马斯·巴赫正式卸任。柯丝蒂·考文垂成为 IOC 历史上第一位女性主席，也是在任 时最年轻的一位。 自3月当选候任主席以来，考文垂便开始参与IOC核心议程，并表示「对接下来的八年任期充满期待」。 但就在她刚刚接过象征奥林匹克最高权力的「金钥匙」之际，一个现实问题也摆在了她的面前：TOP赞助商正在加速离席。 就在几天前，IOC确认 Intel英特尔不再续约TOP计划。 这家美国半导体巨头成为了继Atos源讯、Bridgestone普利司通、Panasonic松下、Toyota丰田之后， 两年内第5个退出的奥运TOP合作伙伴。 作为奥运商业体系的核心支柱，TOP赞助的连续震荡，不仅引发了行业对IOC财务模式的关注，也标志着整个奥运营销生态已经站在了变革的十字路口。 而这，恰恰是对于「考文垂时代」的第一道考题。 曾经的奥运科技担当，选择离场 自2017年加入TOP计划以来，Intel一直是IOC力推「科技奥运」理念的重要合作伙伴。 2018年平昌冬奥会，Intel动用超过1200架无人机打造开幕式灯光秀，打破吉尼斯纪录；202 ...

小米YU7的价格马上就要公布了，但是今天咱们不探讨价格，我们来聊聊颜色。究竟哪个颜色，会是小米YU7卖得最好的颜色？ 不过在探讨我们未来的"家庭伙伴"YU7之前，我们必须先复盘一下它的"前辈大哥"——小米SU7，那台被戏称为"米时捷"，搅动了整个车圈风云的"现象 级"产品。SU7的成功，不仅仅是技术和价格的胜利，更是一场精准的"色彩营销"的胜利。 海湾蓝（The "Lei Jun" Blue）： 这不只是一种颜色，这是一种"社交货币"。当雷总亲自驾驶着海湾蓝的SU7，在发布会的聚光灯下缓缓驶出，这个颜色就 被注入了灵魂。它代表着首发、C位、科技感和一种"我就是焦点"的自信。开着海湾蓝的SU7，你仿佛不是在开车，而是在进行一场移动的行为艺术，车 友见面会自动被归为"嫡系部队"。它的畅销，是"创始人IP + 顶流设计 + 社交需求"三位一体的必然结果。 雅灰（The "Understated Flex" Gray）： 如果说海湾蓝是给世界的"宣言"，那雅灰就是给自己的"独白"。选择雅灰的车主，内心OS通常是："我懂它的好， 但我不需要所有人都懂我。" 这是一种更内敛的奢华，一种"高级感"的代名词。它像是穿着高级定 ...

Group 1 - The core idea of the articles revolves around the concept of "patience business," which emphasizes long-term customer relationships and community engagement over short-term profits [1][6][7] - The "Lion Mountain" community brand is leveraging various activities, such as paddleboard camps and pickleball summer camps, to attract families at affordable prices, fostering a sense of community and loyalty [1][4] - The integration of a points system for community activities, such as donating old clothes for restaurant meals, creates a trust loop among local businesses and residents, enhancing community ties [2][3] Group 2 - Community businesses like "Yang Tai" restaurant adopt unique pricing strategies, such as offering meals at a low margin to encourage frequent visits and deeper community interaction [3][5] - The "service loop" concept is highlighted, where user engagement leads to a transformation of customers into partners, enhancing the overall community experience [4][5] - The articles illustrate various examples of "patience business" across different sectors, including handmade workshops and sports training, showcasing a new commercial ecosystem that blends business with community and culture [5][6] Group 3 - The economic logic behind "patience business" is explained as a shift from traditional quick-return marketing to a model that values long-term customer relationships and community building [6][7] - Businesses are encouraged to maintain calm during market fluctuations by focusing on long-term investments in customer relationships, which can lead to sustainable growth [7] - The essence of "value marketing" is emphasized, where businesses prioritize emotional investment and community participation over immediate profit margins [7]

以下文章来源于南风窗 ，作者荣智慧 南风窗 . 冷静地思考，热情地生活。 唯物的中国芯片产业深度观察。 文 ｜ 荣智慧 编辑 ｜ 向现 来源｜ 南风窗（ ID：SouthReviews） 封面来源 ｜ IC photo 美国总统"特朗普"牌手机，499美元。特朗普本人认证：买不了吃亏，买不了上当。 只是中国和德国消费者有点伤脑筋，毕竟手机背面一个斗大的"T"字，容易让人误会是锤子手机或者T-Phone。好在这两个国家的人不一定想买。 6月16日，美国总统唐纳德·特朗普家族企业推出一款价值499美元的智能手机，叫"特朗普手机"，通体土豪金色，背面印有特朗普姓氏首字母"T"。 特朗普T1手机，"爱国主义"符号拉满 特朗普儿子小唐纳德·特朗普和埃里克·特朗普"深谋远虑"，无论是手机发布地点特朗普大厦，还是"616"父亲竞选总统十周年纪念日，乃至暗含总统任职序号 的47.45美元月费服务，都是"爱国主义"营销典范。 特朗普家族做"爱国主义买卖"也不是一天两天了。没买过特朗普手机，好歹也听说过特朗普伏特加、特朗普牛排、特朗普床垫、特朗普冰泉水…… 特朗普手表就更有名了。 男表"战斗战斗战斗红"和"战斗战斗战斗银"两款， ...

Core Insights - The article discusses the challenges faced in traditional marketing strategy recording methods and introduces an AI tool, "TingNai AI," that enhances efficiency in recording, organizing, and collaborating on marketing strategies [2][3][9]. Group 1: Challenges in Traditional Methods - Traditional note-taking methods result in incomplete records, with fast note-takers capturing only 60% of the content, while slower ones may only note titles [3]. - Common recording tools lead to a plethora of audio files, making it difficult to locate specific information, akin to "finding a needle in a haystack" [3]. - Basic transcription tools often misinterpret marketing terminology and fail to distinguish between speakers, resulting in unstructured text that complicates information retrieval [3][9]. Group 2: AI-Driven Solutions - TingNai AI offers high-accuracy transcription, achieving a 98% accuracy rate for marketing-specific terminology, significantly outperforming traditional tools [9]. - The AI can automatically identify and categorize speakers during meetings, allowing for easier organization of viewpoints [9]. - Real-time transcription capabilities enable immediate access to structured notes, reducing the time spent on post-meeting reviews [9][10]. Group 3: Enhanced Organization and Collaboration - TingNai AI organizes transcribed content into predefined modules, such as "target user profile" and "budget allocation," streamlining the process of extracting actionable insights [10][11]. - The tool can automatically generate action item lists with assigned responsibilities and deadlines, enhancing accountability within teams [11][16]. - Online sharing features allow for real-time collaboration, reducing the confusion associated with version control and ensuring that all team members have access to the latest information [16][19]. Group 4: Practical Applications - The AI tool has been effectively used in various scenarios, such as client interviews, where it generates actionable insights within 20 minutes, compared to the traditional method that took 3 hours [19][20]. - In cross-departmental meetings, the AI categorizes discussions into relevant modules, significantly reducing the time required for confirmation of meeting notes from one day to two hours [20][21]. - During online training sessions, the AI captures key points and case studies, allowing for immediate application in strategy development [21]. Group 5: Implementation Steps - Companies are encouraged to select tools that are specifically optimized for marketing scenarios, such as TingNai AI, which includes a dedicated marketing vocabulary and customizable templates [23][24]. - Setting up templates based on common discussion topics can enhance the AI's categorization efficiency over time [24]. - Promoting team-wide adoption of the tool can facilitate better collaboration and ensure that all members are aligned on action items and updates [25][26]. Group 6: Efficiency Gains - The use of TingNai AI has led to a 90% increase in efficiency for organizing marketing meeting notes, reducing the time from an average of 4 hours to just 25 minutes [26][27]. - The information omission rate has decreased from approximately 15% to less than 2%, indicating a significant improvement in the quality of recorded data [27]. - The completion rate for action items has risen from 60% to 95%, showcasing the tool's impact on team accountability and execution [27].