以下为报告节选内容 CMO Club 的初心，就是打造一个开放、互助、持续进化的营销人赋能生态。 在瞬息万变的营销时代,单打独斗已难以为继,唯有共建、共享、共进的生态才能孕 育真正的突破。CMO Club始终秉持"专业、实战、连接"三大核心理念 -- 我们不仅 关注前沿理论,更聚焦一线战场的真实打法;我们不仅输出洞察,更搭建营销人之间 深度协作的桥梁。每年发布的《中国营销趋势报告》,正是这一理念的集中体现:它 由数十位CMO、品牌负责人与实战专家共同共创,根植于真实业务场景,服务于真实 增长需求。 这份2026年营销趋势报告,我们以"数智、信任、整活、入圈"四大关键词为支点, 撬动对新一年营销格局的深度思考。这些关键词背后,是Al驱动的精准决策和魔力增 长、是用户心智中日益稀缺的信任资产、是品牌人格化的鲜活表达,更是融入圈层、 成为社交货币的能力。 尤为珍贵的是,报告中的每一个趋势都锚定于真实案例 -- 它们全部来自2025年金匠 奖的优秀获奖案例和营销服务商,是无数营销人在不确定时代中勇敢试错、敏捷迭代 的结晶。 今天分享的是：2026年中国营销趋势报告 报告共计：80页 CMO Club·金匠营销智库发布 ...

Core Insights - The Morketing Summit 2025 will focus on the new ecosystem of marketing in China, discussing trends and transformations from 2025 to 2026 [2][3] - Key topics include brand building, channel innovation, AI-driven marketing growth, and podcast marketing, with participation from nearly 40 companies [2] Group 1: Marketing Trends - The discussions at the summit will shift from traditional advertising techniques to the broader changes in the marketing ecosystem, including consumer behavior and technological advancements [2] - Five major trends have been identified that will influence brand strategies and marketing decisions in 2025-2026 [2] Group 2: Emotional Economy - The concept of the emotional economy emphasizes that consumers are increasingly motivated by emotional connections rather than just product functionality [42][43] - Brands like McDonald's leverage emotional assets that resonate across generations, highlighting the importance of creating a sense of belonging and happiness for consumers [43] Group 3: Human-Centric Marketing - Human-centric marketing focuses on understanding users as individuals with emotions and motivations, rather than just data points [44] - This approach is driven by the decline in effectiveness of traditional marketing methods, necessitating brands to create content that resonates personally with consumers [44] Group 4: Content as Core Asset - In the fragmented media landscape, engaging content is essential for capturing consumer attention and driving brand loyalty [45] - Brands should develop a content strategy that includes basic product information, professional educational content, and value-driven narratives to connect with consumers [45][46] Group 5: All-Scene Marketing - The concept of "all-scene" marketing recognizes that consumer interactions occur across multiple touchpoints, necessitating a cohesive brand presence in various contexts [47][48] - Brands must ensure consistent experiences across different platforms and touchpoints to enhance consumer engagement and loyalty [49] Group 6: AI in Marketing - AI is a significant focus, with its potential to enhance marketing decision-making, content generation, and consumer engagement [50] - The summit will explore how AI can transform marketing strategies, improve efficiency, and create personalized consumer experiences [50][51]

Core Insights - The discussion focuses on how to effectively conduct business on Xiaohongshu by leveraging the platform's new slogan and emphasizing "human-centric marketing" [1] - The platform is particularly interested in the concept of "vitality" this year, prompting brands to integrate this idea with their brand concepts [1] - There is a need to bridge online and offline business operations to create a closed-loop system [1]