Core Insights - The luxury car market is currently facing a homogenization issue, with brands competing on technology and fuel efficiency, leading to a price war that compresses profit margins [1] - Consumer preferences have shifted from brand-centric purchases to a focus on emotional satisfaction, practical experiences, and long-term service [1][3] - Lincoln has identified this market trend and is building a differentiated competitive barrier through its focus on comfort, all-terrain luxury, and a new pricing strategy based on deep user experiences [1][5] Market Trends - The luxury brand's core competitiveness now extends beyond the product itself to include emotional value and stability promises, which are critical in consumer decision-making [3] - The current consumer trend emphasizes the need for products that provide immersive relaxation experiences, with Lincoln positioning "comfort" as its brand core [3][5] - Lincoln's approach to comfort is a comprehensive system that enhances visual, tactile, and auditory experiences, addressing the core demand for physical and mental comfort [3][6] Product Positioning - Lincoln's "all-terrain luxury" positioning fills a market gap by addressing the dual needs of urban commuting and outdoor adventures, catering to diverse user scenarios [6] - The brand's product offerings, including the Navigator and Aviator, are designed to provide a seamless experience across various driving conditions, enhancing both luxury and practicality [8] Business Model Innovation - Lincoln is transitioning from a product sales model to a user lifecycle management strategy with its "Lincoln Way Pro" service, aligning with the trend of service premium in the luxury car market [9] - The company is focusing on dealer health and user experience by reducing financial burdens on dealers and enhancing service quality through various initiatives [9][10] - The implementation of digital tools and systems has significantly improved service efficiency, creating a win-win situation for manufacturers, dealers, and users [10][12] Competitive Strategy - In a market characterized by intense price competition, Lincoln is adopting a service-driven strategy to enhance user loyalty and brand value, setting a new benchmark for service-driven growth in the industry [12] - The company's strategic layout reflects a deep understanding of market trends and a commitment to long-term business principles, emphasizing the combination of brand warmth, product strength, and service value as the future core competitiveness in the luxury car market [12]

新经销 第 1页 共 5页 一、研究背景评估 二、范围与边界确认 三、核心摘要提炼 四、关键数据抓取与呈现 五、风险与机遇诊断 三 2026中国营销趋势-宏 盟媒体xTBWA 报告解读 2026 中国营销趋势-宏盟媒体 xTBWA 第 2页 共 5页 、研究背景评估 | 项目 | 说明 | | --- | --- | | 研究机构 | 宏盟媒体（Omnicom Media）与 TBWA 上海腾迈广告有限公司联合发布。 | | 样本数量 | 报告中未明确具体样本数量,但研究方法包括:消费者文化、价值观、消费行为、媒介习惯的动 | | | 态追踪; 宏观经济与营销行业走势分析; 多领域营销专家协同分析。 | | 研究时间范围 | 报告聚焦 2026 年趋势，但大量数据和分析基于 2024-2025 年的市场动态、消费者调研及社媒 | | | 声量（统计至 2025 年底）。 | | 权威性评估 | 宏盟媒体是宏盟集团（全球三大广告传播集团之一）旗下的媒介代理公司，拥有卓越技术中心， 擅长消费者洞察与媒介趋势预测：TBWA 是全球顶尖的创意代理网络，深耕文化洞察与品牌颠 | | | 覆。双方结合了媒介数据与创意文化 ...

Core Insights - The report indicates a neutral market sentiment with a score of 52, suggesting a balanced outlook for investors [2][10] - Key themes identified include chemicals, banking, and consumer sectors, each expected to perform well due to specific macroeconomic factors and policy support [6][10] Group 1: Chemicals Sector - The "14th Five-Year Plan" emphasizes expanding domestic demand, coupled with the US interest rate cut cycle, which is expected to boost demand for chemical products [6] - The industry is anticipated to reach a cyclical turning point in 2026, with expectations for valuation recovery and performance growth, termed as a "Davis Double Play" [6] - Relevant stocks in this sector include Satellite Chemical (002648) and Yuntianhua (600096) [6] Group 2: Banking Sector - Banking stocks are characterized by high dividend yields, with the CSI Bank Index yielding 6.02%, significantly higher than the 10-year government bond yield [6] - In a slowing economy with increased market volatility, banking stocks are seen as stable investment options for long-term funds such as insurance and social security [6] - Key banking stocks mentioned include Agricultural Bank of China (601288) and Ningbo Bank (002142) [6] Group 3: Consumer Sector - The macro policy for 2026 focuses on expanding domestic demand and promoting consumption, leading to positive market expectations [6] - The consumer market is undergoing significant changes, showcasing three new trends: "emotional value" in luxury goods, "extreme quality-price ratio" in discount retail, and "efficiency innovation" in AI e-commerce [6] - Notable consumer stocks include Yonghui Superstores (601933) and Wangfujing (600859) [6]

一月中下旬，越来越多的北方城市迎来了雪季。在北方人看来再日常不过的冬日景象，却是南方人难以得见的白 色浪漫。 帮北方人月入过万 社交媒体上，"北方下雪"相关话题阅读量迅速突破亿次，"南方孩子把雪人偷运回教室""南方人对雪的执念到底 有多深"等话题冲上热搜，南方IP用户的评论里充满了"羡慕"和"想去"等字眼——没办法，雪落在北方，也落在 了南方人的朋友圈里。 "你在南方的暖阳里望雪兴叹，我在北方的雪地里为你写诗。"在这种强烈的地域体验的反差下，一项名为"雪地 代写"的业务应运而生。 雪地代写，未尝不是一种平替。（图/二手平台截图） 所谓雪地代写，指的是有偿为别人在雪地上书写指定的内容，以照片或视频的形式返给对方，价格根据内容和形 式而定，普遍在一两元到几十元之间，最高也可达三位数，丰俭由人。无论是一句生日祝福、一次深情表白，还 是一份新年展望，只需支付几块钱，就能买断一片雪地，给重要的时刻增添浪漫buff。 这一特殊的季节性服务，有人斥之为毫无必要的智商税，也有人乐于营造仪式感。而对于雪地代写的商家来说， 属于他们的赚钱季节，又要到了。 南方人的看雪执念， 巫静画的草稿和雪地出图。（图/受访者提供） 在闲鱼或小 ...

"该提案把准了当前文旅市场的新需求和文旅消费的新增长点，为全省更好推动文化和旅游高水平融 合、高质量发展提供了很好的帮助和借鉴。"江苏省文化和旅游厅工作人员表示，如今全省正积极探索 运用新技术、新要素推动文旅融合，并持续通过打造活动场景、创造消费业态、提升公共服务，着力把 游客的"情绪价值"转化为可持续的"产业价值"，已在多个层面取得阶段性成果： 数字赋能，丰富文旅供给。彰显"水韵江苏"文旅融合特色优势，涌现出苏州"拙政问雅"、徐州"彭城风 华"等沉浸式文旅体验新空间，扬州中国大运河博物馆、苏州湾数字艺术馆入选全国智慧旅游沉浸式体 验新空间培育试点，国家工业旅游示范基地南钢、江苏智慧文旅平台"行业大脑"获评全国文旅数字化创 新示范案例。 传播"破圈"，讲好江苏故事。彰显"水韵江苏"文旅融合特色优势，策划推出《游遍江苏》《你所不知道 的水韵江苏》融媒体栏目，推出"3D云游·水韵江苏"等体验项目，"水韵江苏"全年曝光量突破百亿人 次，第六届大运河文化旅游博览会吸引近13万人次走进活动现场、感受江苏魅力。 服务提质，激活文旅动力。提升人民群众对文旅公共服务满意度，"数见苏韵·家门口看大展"环省行活 动前9站累计接待 ...

Core Insights - The competition in the潮玩 (trendy toy) industry has shifted from chasing single hit products to building comprehensive IP ecosystems, with successful IPs becoming emotional carriers and social currencies that connect deeply with young consumers [1][2] - The emotional value is now the core driver of潮玩 consumption, with companies aiming to create a sense of connection and belonging for users beyond just selling toys [2][4] Group 1: IP Development and Emotional Connection - Successful IPs are characterized by strong emotional tendencies, allowing consumers to project their feelings onto the IP, thus establishing deep emotional connections [4][9] - The concept of "product strength" is fundamental to the longevity of an IP, with companies needing to ensure that their products can carry the artistic value of the IP [5][6] - Companies are encouraged to engage users in secondary creation and integrate IP into various life scenarios to maintain relevance and avoid aesthetic fatigue [6][12] Group 2: Market Performance and Financials - 奇梦岛 (Qimengdao) reported a quarterly revenue of 127 million yuan for Q1 of the 2026 fiscal year, marking a 93.3% increase quarter-on-quarter, reflecting the market's recognition of its IPs [5] - The潮玩 industry has seen a significant increase in the number of related companies, with over 20,700 existing as of June 2025, a tenfold increase since 2020, indicating a growing market [6] Group 3: Strategic Direction and Future Trends - The future competition in the潮玩 industry will focus on "cultural narrative ability" and "full supply chain collaboration efficiency," with companies enhancing their capabilities from design to marketing [11][12] -潮玩 brands are increasingly exploring overseas markets and diversifying their operational strategies, indicating a shift from single product competition to "IP ecological operation capabilities" [10][11]

中经记者 陈雪波 卢志坤 成都报道 近日，世邦魏理仕发布《2025年成都房地产市场回顾》报告。报告显示，成都商业地产市场在过去一年 呈现出分化与重塑的特征。在宏观经济稳步向好的背景下，成都办公楼市场迎来供应高峰，总存量跻身 全国前四；零售物业市场则在新消费驱动下，积极通过存量调改与场景创新寻求增长。 世邦魏理仕华西区战略顾问部负责人邹丽娟在接受《中国经营报》记者采访时介绍："整体而言，2025 年成都零售物业市场是极具挑战的一年，空置率上行、租金下行，但同时社零前11个月破万亿、头部运 营商加码等基本面也是向好发展。"这揭示了成都商业地产在压力与机遇并存下的真实图景。 搬迁和租约重组或将继续主导市场 2025年，成都优质办公楼市场迎来了显著的供应高峰。全年录得8栋新建楼宇交付，合计贡献约51万平 方米新增面积。这些新供应高度集中于核心商务区（占比89%），其中金融城板块更是录得近八年来的 供应峰值，占比达63%，包括JFC交子金融广场1&2号楼等项目入市，标志着"金融城三期"版图正式启 幕。市场总存量也因此同比增长4.8%，达到约1037万平方米，规模跻身全国前四。 为应对竞争，业主方在租金、免租期及企业进驻 ...

Core Insights - LVMH Group emphasizes that retail spaces have evolved from mere sales points to platforms for brand culture and emotional value delivery [1][3] - The integration of local culture and international trends is a key aspect of Beijing's fashion consumption evolution [1][4] Group 1: Fashion Ecosystem in Beijing - The fashion ecosystem in Beijing differs from cities like Shanghai and Hong Kong, focusing on emotional attraction driven by consumer needs [3][5] - The transformation of high-end retail in China has shifted from a "gift attribute" to a "consumption attribute," centering on consumer experience [4][6] - The rise of new retail spaces like Beijing SKP and Sanlitun Taikooli reflects a vibrant and diverse fashion landscape, despite the rapid growth of online retail [4][5] Group 2: Consumer Interaction and Emotional Value - Emotional value in retail is achieved through continuous interaction between brands and consumers, requiring adaptability to market changes [6][7] - The retail industry's progress is rooted in long-term consumer engagement, with emotional value evolving alongside consumer growth [6][7] Group 3: China's Position in International Fashion - China's market is becoming increasingly significant in the global fashion landscape, driven by the younger generation's fashion pursuits [7] - The fusion of international and local fashion trends is a natural progression, with Chinese youth embracing global fashion influences [7]

2026 年 01 月 26 日 双融日报 --鑫融讯 分析师：万蓉 S1050511020001 wanrong@cfsc.com.cn 市场情绪：73 分（较热） 最近一年大盘走势 资料来源：Wind，华鑫证券研究 -10 -5 0 5 10 15 20 25 30 (%) 沪深300 相关研究 ▌ 华鑫市场情绪温度指标：（较热） 华鑫市场情绪温度指标显示，昨日市场情绪综合评分为 73 分，市场情绪处于"较热"。历史市场情绪趋势变化可参 考图表 1 ▌ 热点主题追踪 今日热点主题：商业航天、银行、消费 1、商业航天主题：埃隆·马斯克正积极推进 SpaceX 的 IPO 计划，目标在今年 7 月前完成。作为行业标杆，其上市预期 极大地提振了全球市场对整个商业航天赛道的关注与信心。 另外，低轨轨道和频谱资源遵循"先占先得"的国际规则。 数据显示，可用轨位空间已十分紧张，中国已申请超 20 万颗 卫星的轨道频率，这直接倒逼各国加快卫星制造与发射节奏 以抢占资源，是行情核心驱动力。相关标的：中国卫星 （600118）、航天电子（600879） 2、银行主题：银行股具有高股息特性，如中证银行指数的股 息率高达 6. ...

Core Insights - The rise of "Lao Cao" cultural products, such as "Lao Cao Little Horse" and "Lao Cao Little Dog," reflects a successful capture of consumer emotional needs, positioning emotional value as the core competitive advantage in the cultural and creative economy [1][2] Group 1: Emotional Consumption - The popularity of "Lao Cao" products stems from a precise understanding of the emotional consumption trend, with the "Lao Cao Little Horse" embodying a unique spirit of "carefree yet wild" that resonates with consumers [2] - Consumers feel empowered by owning a "Lao Cao Little Horse," which symbolizes freedom of expression and personal style [2] Group 2: Cross-Industry Collaboration - The "Lao Cao" IP has created a commercial ecosystem through cross-industry collaborations, integrating into daily consumption scenarios via partnerships with coffee and chocolate brands [2] - This integration fosters a complete chain of "content seeding—product consumption—social dissemination," enhancing the cultural symbol's influence and driving the collaborative development of related industries such as design and tourism [2] Group 3: Simplified Creativity - Despite the name "Lao Cao," these cultural products are not poorly made; they represent a wisdom of simplification, accurately distilling cultural symbols rather than oversimplifying them [2][3] - The "Lao Cao Little Horse" draws inspiration from Qi Baishi's painting, while the "Lao Cao Little Dog" captures the daily life of pets through simple yet profound artistic expression [2] Group 4: Emotional Connection - The success of "Lao Cao" cultural products highlights that the competitiveness of cultural and creative products ultimately returns to emotional care and value recognition for consumers [3] - By embracing authenticity over perfectionism, these products resonate more deeply with consumers, demonstrating that the essence of creativity lies in emotional connections rather than complex designs [3]