Core Insights - The marketing landscape in the first week of summer 2025 showcases a diverse and dynamic approach, with brands like Meituan, Lululemon, Xianyu, and Proya engaging users through empathetic and relatable strategies [2][5][6][12][15] Group 1: Innovative Marketing Strategies - Meituan's new advertisement creatively uses "small lobsters as tools," effectively compressing and communicating the core value of the product as "sufficient, full, and cost-effective" through humor and metaphor [5] - Xianyu's appointment of Liu Yuning as its first brand ambassador emphasizes a "immersive identity binding," where the celebrity actively engages with the community rather than merely serving as a symbolic face [8][10] - Lululemon's "Summer Fun Challenge" promotes participation over performance, encouraging users to find their own movement style rather than adhering to traditional fitness standards [10][11] Group 2: Emotional Connection and Brand Identity - Proya's collaboration with actress Kwang Lingling focuses on the theme of "the secret of youth," redefining anti-aging and self-worth through storytelling and emotional resonance rather than just product promotion [14] - The overarching trend in marketing is shifting towards rebuilding relationships, where emotional engagement, rhythm, and participation are prioritized over mere technical execution or budget allocation [15][16] - Brands are increasingly striving to become entities that users want to connect with, share, and remember, reflecting a collective identity rather than a singular brand image [18]

在消费升级与市场竞争加剧的当下，啤酒与饮料行业正掀起一场前所未有的跨界浪潮。 啤酒巨头纷纷涉足饮料市场，饮料大佬也反向加码酒饮领域，两者之间的传统边界正在"你来我往"中逐渐模糊。 NEWS 啤酒和饮料的"双向奔赴" 跨界，作为当前品牌最常见的营销策略，对大多数人而言想必早已司空见惯。 然而，能够实现两大行业的"双向奔赴"，且行业内品牌参与规模持续扩大的跨界，啤酒与饮料恐怕也称得上是其中的"头几个"。 尤其是近几年，啤酒与饮料行业的双向跨界愈演愈烈。 重庆啤酒在云南、新疆、重庆等地推出了大理苍洱汽水和天山鲜果庄园汽水；燕京啤酒推出倍斯特嘉槟汽水，以"供货价比大窑汽水低10元"的低价策略抢 占餐饮渠道；乌苏推出功能饮料"电持"；青岛啤酒则整合崂山系饮品构建多元化矩阵…… 另一方面，饮料企业也反向渗透酒饮市场。 2024年，东鹏饮料推出了VIVI鸡尾酒；2025年，元气森林推出低度气泡酒"浪"，延续其"0糖0脂"的健康理念；可口可乐、娃哈哈、统一和农夫山泉等饮料 巨头也纷纷加码低度酒。 1 MARKET POTENTIAL 市场潜力：从"存量竞争"到"增量拓展" 啤酒行业自2013年达到产量顶峰后，便开启了长达十年 ...

Core Viewpoint - Dongpeng Beverage announced a delay in the construction of its headquarters building project to June 2026, originally scheduled for June 2025, due to construction challenges and unforeseen factors [1] Group 1: Project Update - The headquarters building project has seen an actual investment of 125 million yuan, with a progress rate of 60.34% as of June 29, 2025 [1] - The main structure of the building has been completed, while interior and exterior installations are ongoing [1] Group 2: Financial Performance - In Q1 2025, Dongpeng Beverage reported a revenue of 4.85 billion yuan, a year-on-year increase of 39.2%, and a net profit attributable to shareholders of 980 million yuan, up 47.6% [1] - The net profit excluding non-recurring items was 959 million yuan, reflecting a 53.5% year-on-year growth [1] Group 3: Market Position and Expenses - From 2022 to 2024, the revenue from energy drinks accounted for 96.6%, 91.9%, and 84.0% of total revenue, indicating a slight decline due to the introduction of new products [1] - Advertising and promotion expenses for the same period were 1.449 billion yuan, 1.956 billion yuan, and 2.681 billion yuan, with growth rates of 5.91%, 34.94%, and 37.09% respectively [2] - Research and development expenses were significantly lower, totaling only 161 million yuan over three years, which is less than 6% of advertising expenses [2]

图片来源： Nectar Social Nectar Social 还配备了 AI Agent ，通过回应顾客咨询和推荐产品来协助管理品牌与顾客间的关系。 这家初创公司通过销售不同工具的订阅服务来创收。 Nectar Social 采用多款 AI 模型驱动其代理系统，包括谷歌的 Gemini 、 Anthropic 的 Claude 和 OpenAI 的技术。 公司计划将近期融资的部分资金用于扩充市场营销、促销推广、产品开发和人工智 能领域的人才。 当 Meta 、 OpenAI 等企业争抢顶级 AI 研究员以训练下一代尖端模型时， Farah Uraizee 表示她的初 创公司，更关注包括互联网消费者行为理解和模型提示工程在内的差异化技能组合。 专注于人工智能和营销的初创企业在两个时期的投资都有所增长。事实上，上季度专注于 AI 的创作 者初创企业融资总额超过了 5 亿美元。Nectar Social 新获 860 万美元融资，使总融资额进一步提升。 这家位于西雅图地区的初创公司提供社区管理、营销、分析和社交监听工具的订阅服务，企业可利用 这些工具在 Facebook 、 Reddit 和 TikTok 等 ...

当被问及"你目前的营销技术工具对公司业绩有多大影响？"时，营销人员给出的平均影响分数为4.7分（满分7分，1分表示毫无影响，7分表示影响巨 大）。令人担忧的是，49%的受访者表示，实际效果与预期不符。他们还透露，44%已购置的营销技术工具闲置未用。 在营销技术上的巨额且不断增长的投入，与参差不齐的成效之间形成了鲜明对比，这引发了两个问题：1）造成这一差距的因素有哪些？2）企业应如何系 统地管理营销技术相关活动？我们的研究结果表明，相较于组织层面，对营销技术操作层面的过度关注，导致了投资与绩效的脱节。 尽管企业在营销技术上投入巨大，但这项技术往往未得到充分利用，成效也不尽如人意。在编制《首席营销官调查》的研究过程中，我们向292位资深营 销人员询问了他们如何使用该技术，以及未能取得最佳效果的原因。 营销负责人表示，他们今年计划将24%的预算用于营销技术。近三分之一（31%）的受访者指出，未来五年，营销技术方面的支出将增长55%。几乎没有 公司不受营销技术影响，这些预算趋势表明其影响力正在加速扩大。 营销技术组织评估表 为解决这一问题，我们提供了"营销技术组织评估表"。它总结了推动营销技术应用及提升其有效性的组织 ...

RealEstate网站7月6日报道，一处位于墨尔本华人区Glen Waverley的房产以170万 澳元的价格售出，这 得益于房产中介扮演西班牙斗牛士的独特宣传营销。 BigginScott的Ming Xu及其合作伙伴Eric Liu身着这些斗牛士和公牛的服装拍摄了 挂牌视频。 受该房产西班牙传教士风格外观的启发，视频中展现了斗牛士战胜公牛的场景。 他们在周末的拍卖会上再次穿上这些服装。最 终，这处位于2 Callaghan Ave的五 居室房产在3名注册竞拍者的竞争下，最终被一对年轻夫妇拿下。 （图片来源：RealEstate） Xu表示："我认为创意营销策略在很多方面都起到了作用，包括制作社交媒体视频 来吸引人们的关 注。" "当买家在网上浏览20、30处甚至更多的房产时，这样的营销手法会让我们的房源 在他们心中留下深刻 印象。" Xu表示，该房产的起拍价为165万澳元。 据悉，这并不是他第一次采取如此新颖的营销活动。 今年2月，他曾负责Mulgrave一处房产的销售，卖家是一名助理导演的家人，他们 认识好莱坞演员Liam Neeson。 （图片来源：RealEstate） 于是便邀请Neeson为该房 ...

当越来越多品牌把目光投向东南亚，问题也随之而来：为什么你投的红人在数据上看起来不错，却始终跑不出真正的声量和转化？为什么你的内容翻译成泰 语、印尼语之后，观众还是没什么互动？答案往往不是预算问题，而是内容没有踩中本地化节奏和表达习惯。东南亚市场高度碎片化，各国文化、审美、消 费动因差异极大。海外网红营销要在这里跑得动，必须先搞清楚一件事：这片市场到底在"看什么、信什么、转化什么"。 情绪氛围远大于理性卖点 在中国或欧美市场，用户会根据逻辑推导或功能优势做出判断；但在马来西亚、印尼、泰国这些国家，视频能不能打动人，首先看的是"氛围"。东南亚用户 更容易被日常感、情绪真诚、视觉轻松的内容打动，而非硬核功能介绍。品牌如果还坚持"产品拍得像参数页"，结果往往是播放冷清、用户划走。这里的好 内容，是"像邻居分享心得"，而不是"像商家讲规格"。 红人选择优先"生活氛围感"而非"专业感" 东南亚用户对红人表达的真实感非常敏感。他们喜欢看"用得出、用得起、用得上"的东西。如果红人穿着打扮太高端、语气太商务、场景太过精致，反而会 被用户认为"不接地气"。真正跑得动的是那种日常生活感强、语言随和、能讲家常话的红人。他们的内容不需 ...

Group 1: Acquisition and Business Expansion - Baozun has completed the acquisition of the UK high-end yoga wear brand Sweaty Betty's business in China, marking its third international brand acquisition after Gap and Hunter [1] - Sweaty Betty, founded in 1998, is known for its stylish yoga pants and has a price range of 750 to 1180 RMB, slightly higher than some core products of lululemon [1] - The acquisition will be managed by the same team responsible for Gap and Hunter, indicating Baozun's strategy of leveraging local design and supply chain capabilities to restructure overseas brands' operations in China [1] Group 2: Financial Performance - Baozun's Q1 2025 revenue reached 284 million USD, reflecting a year-on-year increase of 3.27% [2] - Armani Group reported a 6% decline in annual revenue to 2.3 billion euros for 2024, with a significant drop in operating profit by nearly 69% to 67 million euros [4] - LVMH and Kering are dragging down the luxury sector, with a projected 3% decline in organic sales for Q2 2025, worsening from a 1% decline in Q1 [3] Group 3: Market Trends and New Products - The luxury goods market is facing increased pressure due to currency fluctuations and decreased purchasing power among tourists from China and the US [3] - Color Wow, a US haircare brand, has been acquired by L'Oréal, with its sales estimated to be slightly above 300 million USD [5][6] - HOKA ONE ONE launched the new Rocket X 3 racing shoes, featuring advanced materials for improved performance [10] Group 4: Brand Developments - The Chinese high-end fragrance brand Wenxian has launched its seventh season of products, focusing on traditional Chinese scents [7] - Emis has opened its third pop-up store in Hangzhou, following successful openings in Shenzhen and Chengdu, targeting a younger demographic [13] - Kappa's parent company, China Dongxiang, reported a revenue decline of 3.7% to 1.68 billion RMB but achieved profitability with a net profit of 207 million RMB [23]

Core Viewpoint - The "Jingxi Crafts Valley" new vocational training program in the Mentougou District aims to enhance skills and promote rural revitalization through systematic training in internet marketing and live streaming sales [3][7]. Group 1: Program Overview - The program is part of the Mentougou District Human Resources and Social Security Bureau's initiative to address the skills upgrade bottleneck in urban and rural labor forces, focusing on cultural tourism promotion and homestay services [3][5]. - The first training session attracted 140 participants eager to improve their skills and serve their hometowns, highlighting the demand for new skills in the digital economy [3][5]. Group 2: Training Structure - The training employs an innovative model combining professional training, special competitions, and targeted recruitment, focusing on roles such as live salespersons, video promoters, and lifestyle service experience providers [5][7]. - The program includes expert-led sessions on safety, theoretical knowledge, and practical experience, ensuring the curriculum is relevant and effective [5][7]. Group 3: Recruitment and Outcomes - A specialized recruitment fair was held during the training, offering over 70 job positions in live streaming operations, hosting, and short video planning, attracting nearly 200 job seekers [5][7]. - Participants reported that the training significantly enhanced their employability and confidence in serving their communities, with many expressing the practical utility of the skills learned [5][7]. Group 4: Future Plans - The program will continue to develop a skilled workforce suited to new business models, leveraging the region's rich ecological and cultural tourism resources for economic development [7]. - Upcoming initiatives include a vocational skills competition for internet marketers, with winners receiving national certification and titles such as "Mentougou Star Host" and "Rural Recommendation Officer" [7].

以下文章来源于电商天下 ，作者清清 电商天下 . 300 万电商社区平台。电商风向标，报道天下势 作者： 清清 来源：电商天下 不是上班打工玩不起，而是直播带货更有性价比，抖音直播间，又跑出了新的黑马。 时间回到618大促当天 ， 彼时的李宝宝 共开了两场直播， 从早播到晚，战斗力非凡。 01 单日带货 超一 亿， 抖音杀出新黑马 抖音的造富神话，总是更新得这么猝不及防。 谁也没想到， 粉丝不到200万 的草根网红 李宝宝 ， 能仅 凭一天内的两场直播，就坐稳了抖音 618热播榜和带货榜总榜第一 。 ---------------------------------- 据达多多数据显示， 第一场 直播 从早八点播到 了 晚七点，销售额突破1亿元； 休息一个半小时后，李宝宝的 第二场从当晚八点半一直播到 了 凌晨零点四十，销售额预计在 5000万至7000万之间。 图源：达多多 也就是说，两场 直播下来 ， 李宝宝的 销售额已经 超过了1.5亿 。 而且，据统计，这两场直播的场均观看人次为1558.1万，最高观看人次一度飙升至2245.2万。 庞大的流量带来惊人的转化， 两场直播 下来，李宝宝累计 带货 了 1 ...