Core Insights - The core idea of the articles revolves around the success of "He Shifu Mei Wa Yu Tou," a restaurant chain specializing in frog and fish head hot pot, founded by He Yi in Wuhan, which has expanded significantly due to its unique flavor and effective marketing strategies [1][2][3]. Group 1: Business Expansion - He Yi opened his first "Mei Wa Yu Tou" restaurant in Wuhan and has since expanded to 23 locations in the city and 43 more across other cities in China [1]. - The restaurant's success is attributed to its ability to adapt to local tastes, with a focus on high-quality ingredients and a unique recipe that includes over 60 types of spices [1][2]. Group 2: Competitive Advantage - Despite competition from four other similar restaurants that have since closed, "He Shifu Mei Wa Yu Tou" continues to thrive, primarily due to its superior taste and quality [2]. - The restaurant ensures freshness by using live frogs and fresh fish heads sourced daily from Danjiangkou, which contributes to the tenderness of the meat [2]. Group 3: Marketing Strategies - Innovative marketing strategies, such as discounted meal packages and leveraging platforms like Dazhong Dianping and Meituan for promotions, have significantly increased customer traffic and brand visibility [2]. - The restaurant's presence on Douyin (TikTok) has further boosted its popularity, with a notable sales achievement of over one million yuan during a live-streaming event [2]. Group 4: Customer Engagement - The daily customer flow at the Nanjing Road location exceeds 500, with the combined daily consumption across all 23 Wuhan locations reaching 3 tons of frogs and 1 ton of fish heads [3].

如今，喜力带有身份反差的赞助成为了又一个热点，但如果没有营销动作的承接，热点大多只会转瞬即逝。喜力及其他想要入局的品牌，后续该怎样创新 体育营销、辐射更广泛的人群？或许可以从喜力欧冠的营销动作中找到解法。 这次赞助不仅给了苏超"欧冠级"的排面，对喜力来说，其实也是一次对下沉市场的探索。 喜力欧冠玩法，启示体育营销本土化 喜力与欧冠合作已超过30年，因此更注重品牌精神的传递。而文化传播在跨越国界的过程中一定会有隔阂，那么，喜力如何让品牌语言更本土化？ 2024/25赛季欧冠联赛，喜力以欧冠官方全球合作伙伴身份，推出了《喜力欧冠百人星看团》系列短片。今年，喜力邀请足球传奇范志毅、卡西利亚斯、 新生代球员李嗣镕，围绕"时间"主题，讲述他们足球生涯与啤酒文化的故事。 三位明星成员从不同角度进行讲述，既能唤醒球迷的怀旧情感，又有Z世代青春拼搏的个性表达，最大程度地强化品牌情感共鸣。 如果说《喜力欧冠百人星看团》是与核心足球粉丝的深度对话，邀请樊振东就是扩大用户群体的重要一步。 樊振东作为喜力欧冠决赛特邀嘉宾，在短片中以"球迷视角"分享欧冠观赛经历。乒乓球奥运冠军联动欧冠，这个跨界可以说只是"微跨"。借助樊振东和乒 乓球 ...

日前，在繁华的广州街头，一名身着黄色工服的外卖骑手突然倒地，路人纷纷上前施救。然而几分钟 后，一则"单王倒下身亡"的视频在网上传播，引发广泛关注。6月7日，美团相关负责人表示，该骑手是 因低血糖晕倒，身体无恙。这名骑手目前的配送单量在站点里并非"单王"，属于中低水平，公司将通过 法律手段维护骑手权益。面对"被身亡"的恶意造谣，骑手本人已报警。 近来，造谣者屡屡将镜头对准外卖骑手等新就业群体：有人休息片刻被渲染成"猝死"，有人阳台小憩被 扭曲为"跳楼"……这些经过编造的虚假"悲情场景"，不仅伤害个体尊严，更侵蚀社会信任。 近日，各地网信部门深入组织开展"清朗·整治短视频领域恶意营销乱象"专项行动，指导短视频服务平 台以及提供短视频功能的平台从严整治恶意营销突出问题，其中特别提到要聚焦恶意虚假摆拍问题，包 括打造悲惨人设、假冒新就业群体身份、虚构"苦情"戏、利用公众善意卖惨营销等，并依法依约处置了 一批违法违规账号。 清华大学新闻传播学院新媒体研究中心2024年12月发布的《灵活就业类谣言传播机制与治理路径研究》 报告显示，涉"骑手、网约车司机"谣言年增长率超过150%。其中，涉"骑手"相关谣言较多，在灵活就 业 ...

Core Viewpoint - Guizhou Moutai is actively enhancing its market presence through a dual-channel strategy that integrates both online and offline sales, demonstrating resilience in a challenging liquor market [2][5][9] Group 1: Market Performance - The overall liquor market is in a destocking phase, with some first and second-tier brands experiencing price inversions, yet Moutai's terminal market shows remarkable resilience, maintaining a stable offline price around 2100 yuan for its flagship product [2] - Moutai's online sales channels have shown strong growth, particularly during the "6.18" shopping festival, where sales on platforms like JD and Tmall saw significant increases, with Moutai's high-end series sales soaring by 500% year-on-year [3][5] - The online channel now accounts for over 10% of Moutai's total revenue, reflecting the increasing importance of e-commerce in the company's sales strategy [5][6] Group 2: Digital Marketing and Brand Value - Moutai has launched its own online platform "i Moutai," which has quickly gained over 77 million registered users, enhancing direct consumer engagement and optimizing marketing strategies through data analytics [6][7] - The company is expanding its reach into instant retail markets by collaborating with platforms like Douyin and Meituan, aiming to penetrate younger consumer demographics [6][7] Group 3: Strategic Collaborations - Moutai's management has engaged in discussions with major e-commerce players like JD and Alibaba to enhance cooperation, focusing on brand operation and channel ecosystem development [4][5] - The company emphasizes the importance of maintaining a healthy channel ecosystem and combating unfair competition while strengthening its marketing teams [5][8] Group 4: Resilience and Future Outlook - Moutai's management has demonstrated strategic clarity, focusing on quality and cultural heritage, which has helped the brand maintain a strong market position even during industry adjustments [9] - The company is committed to a consumer-centric strategy, which is expected to lead to continued leadership in the high-quality development of China's liquor industry [9]

Group 1 - The 618 shopping festival this year has set a record for the longest duration, enhanced by various promotional activities and holidays, yet consumers seem fatigued by the overwhelming promotions [1] - Despite expectations of a downturn, JD.com and Weibo transformed the shopping festival into an engaging "online series" featuring top influencers and beloved childhood IPs, resulting in over 100% year-on-year growth in the number of users placing orders during the event [2] - The event was characterized by a unique blend of consumer engagement and entertainment, turning the shopping experience into a "large-scale fan meeting" [3] Group 2 - JD.com utilized Weibo to create a "covert operation" style marketing campaign, employing seven celebrities and three national IPs to target specific consumer segments across various categories [4] - The selection of influencers was strategic, leveraging trending topics on Weibo to identify key figures who resonate with different consumer interests, leading to significant engagement and increased visibility for promotional events [5] - The campaign's success was attributed to a shift in consumer behavior, where the focus moved from mere purchasing to an immersive experience that combined entertainment with shopping [6] Group 3 - The decision to allocate 80% of the marketing budget to Weibo was based on its unique social dynamics, which facilitate viral trends and discussions, making it an effective platform for generating buzz around promotional events [7] - Weibo's public flow characteristics allow for rapid dissemination of promotional content, creating a collective engagement that traditional advertising methods struggle to achieve [8] - The platform's advanced interest mapping enables precise targeting of diverse consumer groups, breaking down traditional demographic barriers and enhancing engagement [9] Group 4 - The collaboration between JD.com and Weibo resulted in a "celebration assembly line," where each promotional day was designed to create an immersive experience for consumers, enhancing their emotional connection to the brand [10] - The use of gamified elements and interactive content transformed the shopping experience from passive viewing to active participation, effectively increasing consumer retention and engagement [11] - The overall strategy shifted the focus from price competition to creating a psychological connection with consumers, emphasizing the importance of participation in the shopping experience [12]

Core Viewpoint - The collaboration between China Ping An and the drama "The Lychee of Chang'an" highlights the modern financial service concept of efficiency and cost-effectiveness, paralleling the historical challenges faced by the character Li Shande in transporting lychees over long distances [1][4]. Group 1: Marketing Strategy - The drama "The Lychee of Chang'an" has gained popularity, with the protagonist facing financial and logistical challenges in lychee transportation, which resonates with modern financial needs [3][4]. - Ping An Bank's marketing campaign for the Ping An Good Car Owner Credit Card uses slogans like "Let you save money effortlessly" to connect with the drama's themes [5][7]. - The credit card series targets car owners, offering benefits such as fuel discounts and various lifestyle services, establishing itself as a flagship product in Ping An's "finance + ecosystem" strategy [7][8]. Group 2: Product Features - The Ping An Good Car Owner Credit Card has evolved from basic benefits to a comprehensive service ecosystem, addressing modern car owners' pain points [8][9]. - The "Car Owner's Freedom Exchange" feature allows users to redeem various benefits, including discounts on fuel, charging, and lifestyle services, with potential annual savings of up to 7200 yuan [9][10]. - The card also offers additional perks for first-time users, such as cash vouchers and international cashback, enhancing its appeal to a younger demographic [12][14]. Group 3: Target Audience and Engagement - The marketing strategy focuses on engaging young consumers, aligning with their preferences for high cost-performance and innovative services [13][14]. - Ping An Bank has utilized social media and digital platforms to create emotional connections with young users, transforming the credit card from a payment tool to a "social currency" [14][15]. - The bank's ongoing efforts to optimize service experiences and deepen its automotive ecosystem reflect its commitment to becoming a leading player in the financial services industry [15].

Core Insights - The article highlights the emergence of young entrepreneurs in the cross-border e-commerce sector, showcasing their innovative approaches and success stories in leveraging platforms like TikTok for business growth [1][2][4]. Group 1: Young Entrepreneurs - Wu Danhui, a post-00s entrepreneur, has achieved over 10 million in annual revenue as a leading seller in the U.S. car accessories category on TikTok, emphasizing the importance of data over intuition for product selection [2][3]. - Wu believes that cross-border e-commerce products should have a gross margin of at least 30% to ensure profitability, as the costs associated with international shipping are significant [2]. - Lu Xiaoxuan, another young seller, emphasizes that not all brands are suitable for influencer marketing, highlighting the need for strategic alignment between products and influencers [4]. Group 2: Market Dynamics - The article contrasts domestic e-commerce with cross-border e-commerce, noting that the latter is more aligned with interest-driven purchasing, akin to TikTok compared to traditional platforms like Taobao [3]. - The importance of brand storytelling and differentiation in packaging is underscored by Chu Chao, a leading figure in the beauty sector on TikTok, who stresses that consumer trust is essential for repeat purchases [6][7]. - Chu advocates for a focus on product selection and understanding consumer needs, suggesting that successful brands must balance novelty with sustainable growth potential [7].

星标 ★ IPO日报 精彩文章第一时间推送 图源：直播画面截图 "球进了！"小潘在微信对话框那头，兴奋地告诉笔者，然而不到一分钟，这个兴奋劲就没了，她沮丧地说，"越位了，不算。" 全场补时第２分钟，常州队球员禁区外神来一脚，足球直奔球门而去，然而南京队守门员如天神下凡，一个侧身鱼跃扑球，足球脱手，却慢慢撞在了立柱 上……6月21日，常州队主场对南京队的比赛，比分定格在0：4。那夜的雨，浇湿了小潘，也熄灭了她家乡足球队进球的希望。 图源：直播画面截图 "苏超"（江苏省城市足球联赛）进行得如火如荼。经此一战，南京队排名"苏超"联赛首位（原榜首南通队少赛两场以一分之差排第三），靠净胜球优势暂 时夺回"南哥"之位。 而常州队5连败，失11球进0球，在"苏超"13支球队中，稳坐第十三，被其他兄弟姐妹笑称"十三妹"。 自"苏超"联赛伊始，"南哥"就成为全国球迷的热梗，毕竟它象征"江苏的领头羊"地位，此次南京队4-0大胜常州队后登顶，使得它长舒一口气，毕竟作为省 会城市，压力实在有点大。如果"南哥"地位被南通抢去，面子上确实有点搁不下：经济实力长期被苏州压制，现在连优育竞技也不敌小兄弟南通。所以南 京队这次请了职业球员参赛 ...

Group 1 - Airbus secured orders worth $21 billion at the Paris Air Show, while Boeing did not disclose its sales figures [2] - Boeing dominates the global cargo aircraft market, particularly in China, despite facing challenges in the commercial passenger aircraft sector due to safety incidents [2] - China's focus on developing large passenger aircraft has led to a lack of attention on cargo aircraft, resulting in limited models and lower payload capacities for domestic cargo planes [2] Group 2 - Boeing's cargo aircraft shortage is emphasized, with estimates indicating a gap of approximately 60 aircraft needed to meet the projected fleet capacity demand by 2027 [4] - The largest cargo aircraft in China, the Y-20, has a maximum takeoff weight of 220 tons and a payload capacity of 66 tons, while Boeing's 747-8F has a maximum payload capacity of 133 tons [4] - The performance of Chinese cargo aircraft is hindered by insufficient engine power, necessitating significant improvements in aviation engine technology to compete with Boeing [4]

Core Viewpoint - The 2025 Chinese Cuisine Supply Chain Overseas Conference held in Guangzhou highlights the unprecedented opportunities and challenges for Chinese cuisine to expand globally, emphasizing the importance of supply chain stability and adaptability [3][6][19]. Group 1: Market Opportunities - The overseas Chinese cuisine market is projected to reach 3 trillion RMB by 2024, with the global Chinese restaurant market growing at an annual rate of 11% over the past three years, expected to exceed 1.2 trillion USD this year [17][18][19]. - Currently, there are approximately 700,000 Chinese restaurants overseas, with over 6,000 new openings in the first half of 2025, indicating a significant growth trend [19]. Group 2: Challenges in Expansion - Key challenges for Chinese cuisine's internationalization include insufficient supply chain integration, high costs, and significant differences in food standards and regulations across countries [11][12][30]. - The need for long-term strategies and foundational skills in supply chain management is emphasized for successful overseas expansion [17][29]. Group 3: Trends in the Industry - Four major trends in the Chinese cuisine export industry are identified: localization integration, standardized management, international marketing, and digital management [76][81]. - The integration of local resources and the establishment of overseas warehouses are crucial for overcoming supply chain localization challenges [81]. Group 4: Innovations and Solutions - Companies are exploring standardization in food safety and quality to address challenges in supply chain management, with examples of successful practices in high soup production [45][46]. - Digital supply chain management is being adopted to enhance operational efficiency and reduce costs, with companies utilizing big data for risk control and innovative design [100][102].