在社交媒体时代，微博热搜已成为公众注意力的重要风向标。不少品牌希望借势热搜提升声量，但热搜并非简单 的"营销通道"。实际上，微博热搜的排序由平台算法综合评估，涉及搜索热度、互动质量、内容时效性、舆论情 绪等多重维度。（编辑：rszw11） 3. 尊重用户活跃规律，但不依赖"卡点发布" 虽然晚间和午间是微博使用高峰，但单纯依赖发布时间无法保证效果。持续的内容质量和后续互动，才是维持话 题生命力的关键。 4. 初始互动应来自真实受众 部分品牌试图通过非自然手段快速制造热度，但此类行为违反《微博社区公约》。平台对刷量、控评、水军等操 纵行为持续打击，违规内容可能被限流或清榜。 5. 官方广告资源需明确标识 微博提供带"广告"或"荐"标识的商业化产品，适合有合规需求的品牌。但需注意，这类资源属于品牌曝光工具， 与"自然热搜"在用户认知和互动效果上存在差异。 那么，品牌在参与热搜生态时，应注意哪些原则？ 1. 关联公共议题，避免自说自话 真正能进入大众视野的话题，往往与社会事件、文化现象或节日节点高度相关。品牌若强行植入无关内容，容易 被用户忽略甚至反感。有效的策略是找到自身与公共兴趣的交集，以"参与者"而非"推销者" ...

当前，品牌营销行业正处在一个新的交汇口：一边是流量体系的加速成熟与成本高企，一边是品牌资产 被重新唤醒、长期主义再次成为讨论焦点。伴随AI技术革新、消费理性回归、行业竞争重构，品牌经 济与流量经济之间开始出现一种值得被重新定义的张力。 12月10日，由中国广告协会指导，《经济观察报》联合香港管理专业协会主办，《现代广告》杂志协办 的2024-2025年度营响大会暨第二十三届杰出品牌营销年会在北京举行，汇聚品牌方、行业机构与营销 平台，共同寻找下一阶段的增长方法论。 中国广告协会会长、国际广告协会全球副主席张国华在开场致辞中表示，在媒体渠道日益多元、流量成 本持续攀升的当下，过往依赖短期红利打造爆品的路径已逐渐失效。当"挣快钱"的急功近利逻辑难以为 继，越来越多企业家深刻意识到品牌才是产品最核心的竞争力，是企业穿越周期的长期资产。品牌的价 值，从来不止于流量曝光，更凝结着原材料的品质坚守、制造工艺的精益求精、产品设计的人文温度与 售后服务的责任担当——这些深层价值，无法靠碎片化传播仓促传递，更需要以创意为桥、以故事为 媒，层层递进地传递品牌内涵、重塑消费者感知。 在冬装品类竞争愈发激烈的当下，LILY商务时装以 ...

Core Insights - The recent "ban war" involving Doubao AI phone assistant could potentially disrupt the mobile industry and traditional marketing methods [1][3] - The emergence of AI assistants may lead to a significant shift in how brands interact with users, making direct communication more challenging [2][5] - The competition for user ownership is intensifying, as AI assistants aim to become the primary interface between users and brands [3][6] Industry Impact - The traditional marketing and advertising strategies that brands rely on may become ineffective as AI assistants filter and intercept communications [9][10] - The concept of "user ownership" is being challenged, with AI assistants acting as intermediaries that could render platforms like WeChat and Taobao as mere conduits [5][6] - Brands must adapt to a new reality where their carefully crafted marketing efforts may not reach users directly, leading to a loss of control over user engagement [4][5] Strategic Shifts - Brands need to evolve from being seen as mere tools for transactions to entities that fulfill emotional and social needs [12][14] - The focus should shift from traditional advertising to creating value and engaging users in meaningful ways, such as community-building and collaborative product design [13][14] - Building strong user relationships will be crucial, as the success of brands in the AI era will depend on their ability to become preferred choices for users [16][17]

证券日报网12月10日讯红棉股份（000523）在12月10日回答调研者提问时表示，公司全资子公司华糖食 品携手广东电视体育频道围绕全运会开展广氏、五羊品牌营销活动：线上，通过全程赞助赛事直播及报 道节目，占据传播核心阵地；线下，积极开展产品展示与试饮，与消费者建立直接沟通。此举旨在打 通"屏幕前"与"在现场"双场景，最大化品牌曝光，实现品牌势能的全方位提升。同时，公司积极为体育 盛会助力，一方面，组织员工加入全运会志愿者队伍，另一方面，通过公司新媒体账号和园区氛围布置 融入全运会主题宣传。 ...

Core Viewpoint - Lin Qingxuan has updated its IPO prospectus, including a name change from "Shanghai Lin Qingxuan Biotechnology Co., Ltd." to "Shanghai Lin Qingxuan Cosmetics Group Co., Ltd." This change has sparked discussions among investors regarding the strategic implications of moving from a biotechnology focus to a cosmetics brand, especially as the company approaches its IPO [1][2][3]. Financial Performance - Lin Qingxuan's revenue is projected to grow from approximately 6.91 billion yuan in 2022 to 12.1 billion yuan in 2024, indicating a steady upward trend [7]. - In the first half of this year, Lin Qingxuan reported revenue of about 10.52 billion yuan, a significant increase of 98.49% compared to the same period last year [8]. - The company's gross profit margins are notably high, with figures of 78.0%, 81.2%, 82.5%, and 82.4% for the years 2022 to 2024, outperforming major competitors [9]. Research and Development - Despite the high gross margins, Lin Qingxuan's R&D expenses have been relatively low, with rates of 3.06%, 2.45%, 2.51%, and 1.71% from 2022 to 2024, indicating a declining trend [10]. - The company has managed to maintain its high-end product sales without significant R&D investment, suggesting a potential reliance on marketing rather than innovation [11][19]. Marketing Strategy - Lin Qingxuan's marketing and distribution expenses have been substantial, with figures of 5.09 billion yuan, 4.86 billion yuan, and 6.88 billion yuan from 2022 to 2024, constituting a significant portion of total revenue [16]. - The marketing expenses have been approximately 9 to 20 times higher than R&D expenditures, highlighting a strategy focused on brand marketing over product development [16][18]. Market Position and Risks - The company has a heavy reliance on its core product, camellia oil, which accounted for 45.5% of revenue in the first half of this year, raising concerns about market risk due to limited product diversification [18]. - Recent investor behavior indicates a lack of confidence in Lin Qingxuan's IPO prospects, with early investors exiting before the IPO submission [21]. Future Outlook - Lin Qingxuan plans to expand its product line beyond camellia oil and implement a multi-brand strategy to enhance its market position [24]. - The company has maintained a growing number of physical stores, increasing from 366 to 554 over the past three years, which may provide a buffer against market fluctuations [26].

国产护肤品林清轩虽只有区区 22 年历史，但毛利率竟然超过欧洲巨头欧舒丹，近日乘香港新股热，向港交所递交上市申请 ▶ 公司去年的毛利率高达82.5% ▶ 今年上半年中期盈利同比劲升一倍 Image Key takeaways: 爱美是女人的天性，为美丽从不吝啬口袋金钱，因此赚女人钱从来最容易，此亦美妆护肤等产品能有超高毛利率的原因；近日向港交 所 申请上市 的中国护肤品牌 上海林清轩化妆品集团股份有限公司 ，毛利率长期高达80%。 林清轩旗下产品包括精华油、面霜、爽肤水、乳液、精华液、面膜及防晒霜。公司的王牌产品是山茶花精华油，自推出至今年6月 底，已累计售逾4,500万瓶。 一枝精油撑全家 林清轩的故事源于2003年，当时孙来春推出品牌林清轩，专注护肤产品，经数年发展，2008年开设第一家林清轩门店，并于2011年 自设工厂，实现自主生产，翌年王牌产品山茶花精华油问世，之后业务一路腾飞。 公司过去三年的收入分别是6.9亿元、8.05亿元及12.1亿元，期内亏损587万元、赚8,451.8万元及1.87亿元。今年中期业绩，收入大升 98%至10.52亿元，盈利同步上升110%至1.82亿元。 孙福春的儿子则以 ...

Sydney Sweeney and Travis Kelce are helping the apparel retailer attract more customers.Shares of American Eagle Outfitters (AEO +15.10%) popped on Wednesday after the clothing purveyor's profits topped investors' expectations.By the close of trading, AEO's stock price was up more than 15%. American Eagle's sales are strengtheningAEO's revenue rose 6% year over year to $1.4 billion in its fiscal third quarter ended Nov. 1, driven by new store openings and higher sales at existing locations. The company's to ...

Financial Data and Key Metrics Changes - Total revenue increased by 6% to $1.4 billion, marking a record for the third quarter [5][17] - Operating income reached $113 million, exceeding guidance of $95-$100 million, driven by higher-than-expected demand [5][17] - Diluted EPS for the quarter was $0.53, a 10% increase compared to the adjusted EPS from the previous year [5][17] - Gross profit dollars increased by 5% to $552 million, while gross margin declined by 40 basis points to 40.5% [17][18] Business Line Data and Key Metrics Changes - Aerie's comparable sales (comps) grew by 11%, significantly outperforming American Eagle's 1% comp growth [5][12] - Aerie achieved record revenue, with strong demand across all categories including intimates and apparel [10][11] - American Eagle's denim business showed improvement, particularly in men's clothing, contributing to the overall positive comp growth [12][13] Market Data and Key Metrics Changes - Aerie and Offline are emerging as important customer destinations, with Aerie generating nearly $2 billion in revenue and less than 5% market share, indicating significant growth potential [6][12] - The company reported a 4% increase in comparable sales, a notable improvement from the previous quarter's 1% decrease [5][17] Company Strategy and Development Direction - The company is focused on operational improvements and cost efficiencies to enhance profitability in a dynamic macro environment [5][17] - Incremental investments in advertising are aimed at driving stronger demand and enhancing long-term brand awareness [5][7] - The company plans to continue expanding Aerie and Offline, with 22 Aerie and 26 Offline stores expected to open [19][20] Management's Comments on Operating Environment and Future Outlook - Management expressed optimism about the long-term outlook, citing a meaningful turnaround from the first half of the year and strong performance during the holiday season [8][9] - The fourth quarter is off to an excellent start, with broad-based strength across brands and channels, particularly in Aerie and Offline [21][22] - Management raised fourth quarter operating income guidance to a range of $155-$160 million, based on expected comp sales growth of 8%-9% [22][23] Other Important Information - The company is on track to complete approximately 50 Aerie store remodels and close about 35 lower productivity Aerie stores [20] - The balance sheet remains strong, with cash of $113 million and total liquidity of approximately $560 million [21] Q&A Session Summary Question: Can you discuss the acceleration in fourth quarter guidance and what is driving it? - Management indicated that both brands are trending ahead of expectations, with Aerie expected to see high teens comp growth and American Eagle in the low to mid-single digits [25][26] Question: What are the new denim silhouettes that are working, and how durable are those trends? - Management noted that denim has been strong, particularly in women's, with new silhouettes being tested and performing well [27] Question: What are the drivers of Aerie's same-store sales improvement? - Aerie's strong performance is attributed to core competency businesses, new categories like sleep, and effective marketing strategies [32] Question: What are the expectations for markdowns in the fourth quarter? - Management expects markdowns to be similar to the third quarter, with a focus on maintaining top-line growth despite some increases in markdowns [35] Question: Can you elaborate on customer acquisition trends and retention strategies? - Management reported strong customer acquisition across both brands, with strategies in place to retain these customers through community engagement and product focus [51][53] Question: What are the plans for store openings and closures in the upcoming year? - The company plans to close approximately 35 lower productivity stores while opening a similar number of new Aerie and Offline stores [62][63]

Core Viewpoint - The trend of A-share companies offering unique shareholder rewards is gaining popularity, with companies like Emei Mountain A and Qianwei Yangchu engaging in promotional activities to attract investor attention and boost stock prices [1][2][3] Group 1: Company Activities - Emei Mountain A announced a shareholder reward program allowing individual shareholders holding over 500 shares to enjoy free admission to its scenic area from December 1, 2025, to January 31, 2026, along with discounts for accompanying family members [2] - Qianwei Yangchu quickly followed suit by offering a product gift package worth 200 yuan to shareholders holding at least 100 shares, which led to a temporary increase in its stock price [1] - Over 30 listed companies have engaged in similar shareholder reward activities since 2025, including gifting products and offering discounts, indicating a broader trend in the market [3] Group 2: Market Implications - These shareholder reward initiatives serve as innovative and low-cost investor relations strategies that can enhance shareholder loyalty and public goodwill, although their long-term impact on investment value depends on the company's core business growth and profitability [4] - Such activities can create short-term trading opportunities and significantly boost stock prices, but they often lack sustained fundamental support, leading to potential price corrections after the initial excitement [4] - The emotional impact on investors can lead to speculative behavior, diverting attention from the company's fundamental value and increasing market volatility [4]

Core Insights - The company reported a 1.4% increase in revenue to 8.9 billion yuan and a 5.3% increase in net profit to 1.19 billion yuan for 1HFY26, meeting expectations [1] - The interim dividend declared is 6.3 Hong Kong cents per share, corresponding to a payout ratio of approximately 56% [1] Performance Review - The brand's down jacket business achieved a high-quality growth with an 8.3% revenue increase to 6.6 billion yuan, driven by a 6.6% increase in self-operated revenue to 2.4 billion yuan and a 7.9% increase in wholesale revenue to 3.7 billion yuan [1] - The main brand, Bosideng, also saw an 8.3% increase in revenue to 5.7 billion yuan [1] - The company successfully improved the sales proportion of new products and controlled discounts better than the same period last year [1] - The company optimized channel quality and expanded top-tier stores, leading to stable growth in comparable store sales [1] - Retail performance in the distribution channel was strong, laying a solid foundation for peak season sales [1] - The brand marketing strategy included a successful fashion show during Paris Fashion Week and collaborations with several high-end designers [1] Development Trends - The company is enhancing its "ice and snow" and "sports" genes, focusing on cost-effective down jackets [2] - The Ice洁 brand is undergoing a rebranding to position itself as a high-quality women's down jacket brand [2] - OEM business revenue declined by 11.7% to 2.04 billion yuan due to external factors, but recovery is expected as disturbances subside [2] - The company achieved efficient operations with profit growth outpacing revenue growth, and inventory decreased significantly by 20.3% [2] - The gross margin improved by 0.2 percentage points to 50.0%, and net profit margin increased by 0.5 percentage points to 13.3% [2] Profit Forecast and Valuation - The company maintains its EPS forecasts for FY26 and FY27 at 0.34 and 0.38 yuan, respectively [2] - The current stock price corresponds to 13 and 12 times the FY26 and FY27 P/E ratios, with a target price of 5.89 Hong Kong dollars, indicating a 17% upside potential [2]