内容概要：体验式营销旨在通过提供独特的消费体验，增强客户对品牌的认知和信任，进而促进销售增 长。作为一个新生事物，体验式营销已经越来越多地被企业管理者接受和重视。2024年全球体验式营销 服务收入为36.52亿美元，预计2025年约为39.58亿美元，预计2031年全球体验式营销服务收入将达到 59.5亿美元。从目前来看，品牌体验（BrandExperience）是目前最主要的细分产品，约占65.2%和市场 份额。随着市场竞争的日益激烈和消费者需求的不断变化，品牌体验营销服务能为企业品牌提供与消费 者建立深刻交流的宝贵机会，正受到越来越多品牌的青睐。 上市企业：电声股份（300805）、艾德韦宣集团[09919]、笔克远东(00752) 相关企业：中青旅联科(北京)数字营销有限公司、北京和丰致远公关顾问有限公司、北京君为仁和大型 活动咨询管理有限公司、上海摩丸文化传媒有限公司、深圳唯奥体验咨询有限公司 关键词：体验式营销服务行业产业链、体验式营销服务成功案例、体验式营销服务销售收入、体验式营 销服务市场竞争格局、体验式营销服务行业发展趋势 一、体验式营销服务行业定义及核心意义 体验式营销是指企业通过采用让目标 ...

Summary of the Conference Call for Guiding Compass Company Company Overview - Guiding Compass Company reported strong performance in Q1 2025, driven by sales of high-end products from the Thinker series and a fair value reassessment investment gain of approximately 65 million yuan from the acquisition of Pioneer Fund, which needs to be deducted to reflect actual operating conditions [2][5][20]. Key Financial Highlights - The company experienced significant revenue growth of approximately 60% this year, with total revenue growth reaching 120%, including brokerage interest and fees [2][9]. - The sales expenses increased in Q2 primarily due to new customer acquisition, sales team expansion, and employee compensation increases [2][10]. - The cost of acquiring new registered users is estimated to be between 80 to 100 yuan, with an advertising investment of 300 million yuan in the first half of the year, leading to approximately 3 million new registered users [2][11]. Business Segments and Performance - The performance distribution across quarters is uneven, with high-end products sold in Q1 and Q4, while mid-range products are sold in Q2 and Q3, and low-end products are sold throughout the year [4][19]. - The conversion rate from registered users to paying users is stable at approximately 14%-15%, with a third of users upgrading from low-end to mid-range and from mid-range to high-end products [4][19]. Pioneer Fund Integration - The Pioneer Fund is currently in the early stages of business restructuring and team integration, which may lead to short-term losses but is not expected to significantly impact overall business [2][8][20]. - The integration process is anticipated to take one to two years to complete, focusing on personnel placement and business restructuring [20]. Marketing and Customer Acquisition - The company has been actively investing in advertising and customer acquisition strategies, including live streaming and direct marketing [10][15][16]. - The customer base primarily consists of retail investors, with no institutional clients, and high engagement levels among users [12][13]. Future Outlook - The company has not provided specific performance forecasts but suggests monitoring the net profit after excluding non-recurring gains, which includes the 65 million yuan from the Pioneer Fund acquisition [24]. - The company’s user retention rate for high-end products is approximately 14-15% annually, similar to the natural elimination rate in the secondary market [22]. Competitive Advantages - Guiding Compass has leveraged its resources and technical support for Maigao Securities, enabling rapid growth and recovery of operations [21]. - The company employs an experiential marketing strategy to gradually transition users from low-end to high-end products, reducing return rates and complaints [21][22]. Market Conditions - The recent active secondary market has not significantly altered the customer acquisition cost, which remains stable at 80 to 100 yuan, potentially dropping to 70 or 80 yuan during favorable market conditions [23]. Conclusion - Guiding Compass Company is positioned for growth with a strong focus on high-end product sales, effective customer acquisition strategies, and ongoing integration of the Pioneer Fund, while maintaining a keen eye on market conditions and operational efficiencies.

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company has shown significant growth in new customer acquisition, with a strong expectation for order elasticity in high-end products in the second half of the year. The total revenue and net profit for H1 2025 were 935 million and 143 million yuan, respectively, representing a year-on-year increase of 71.6% and a turnaround from losses. The Q2 figures were 393 million and 4 million yuan, with a quarter-on-quarter decrease of 28% and 97%, but a year-on-year increase of 56% and a return to profitability, aligning with expectations. The financial information services revenue and securities services (excluding investments) grew by 60% and 120% year-on-year, respectively, indicating a strong synergy and growth potential [5][6][7]. Financial Performance Summary - For H1 2025, the company reported total revenue of 935 million yuan, with a net profit of 143 million yuan, marking a significant recovery from previous losses. The Q2 results showed a revenue of 393 million yuan and a net profit of 4 million yuan, reflecting a year-on-year growth of 56% [5][6]. - The financial information services revenue reached 680 million yuan in H1 2025, up 60% year-on-year, while sales cash flow was 720 million yuan, an increase of 47% [6]. - The company has adjusted its net profit forecasts for 2025-2027 to 420 million, 640 million, and 980 million yuan, respectively, indicating a year-on-year growth of 306%, 51%, and 53% [5][6]. Valuation Metrics - The current price-to-earnings (P/E) ratios for 2025, 2026, and 2027 are projected at 218.0, 144.0, and 94.1 times, respectively [8][11]. - The gross margin is expected to improve from 87.3% in 2023 to 93.7% by 2027, while the net margin is projected to increase from 6.5% to 23.8% over the same period [8][11]. - The return on equity (ROE) is forecasted to rise from 4.1% in 2023 to 25.8% in 2027, reflecting improved profitability [8][11].

Core Insights - The increasing demand for "existing house sales" is driven by industry downturns and a loss of confidence in pre-sale properties due to discrepancies between marketing and actual delivery [1][2] - Realistic demonstration areas have become a crucial marketing tool for real estate companies, evolving from mere sales points to comprehensive lifestyle showcases [1][3] Group 1: Objectives of Demonstration Areas - The core goal of demonstration areas is to create a threefold value system, enhancing sales experience, product visualization, and innovation [2][3] - Demonstration areas serve as the ultimate sales tool, embodying the principle of "what you see is what you get" [4][5] Group 2: Core Functions of Demonstration Areas - Risk mitigation: They address trust issues inherent in the pre-sale system, as exemplified by the 12,000 square meter all-dimensional demonstration area of the West Xi'an Greentown project [5][7] - Emotional engagement: They stimulate emotional resonance through sensory experiences, enhancing customer connection to quality living [7][8] - Value anchoring: High-end projects utilize realistic displays to justify premium pricing, with potential price premiums of 15%-20% for well-crafted demonstration areas [7][8] Group 3: Product Value Expression - Demonstration areas act as three-dimensional brochures for developers, showcasing spatial value through innovative designs [8][9] - Transparency in craftsmanship is highlighted, as seen in the Shanghai Putuo Jinmao project, which showcases hidden engineering quality [9][11] Group 4: Innovation and Iteration - Demonstration areas serve as critical platforms for product development, allowing for design validation and cost adaptation [12][14] - They facilitate the standardization of product lines, enabling iterative improvements based on customer feedback [14] Group 5: Classification of Demonstration Areas - Basic type: Focuses on entry experience and core landscape elements, suitable for smaller communities [16] - Advanced type: Combines public space functionality with innovative design, targeting improvement-oriented customers [17] - Comprehensive type: High-end projects that provide a complete experience from urban interface to interior space [18][20] Group 6: Design Elements and Standards - The selection strategy prioritizes visibility and accessibility, ensuring demonstration areas are strategically located [21] - Core design elements evolve from basic functionality to a deeper expression of lifestyle philosophy, balancing aesthetics and practicality [21][22] Group 7: Implementation Challenges - Conflicts with site pipelines can arise, necessitating early design and communication with government departments to avoid disruptions [29][30] - Adjustments in planning and design during implementation can lead to discrepancies between displayed and delivered projects, requiring ongoing monitoring and rectification [32][33] Conclusion - The evolution of demonstration areas reflects a shift in the real estate industry towards a more refined and customer-centric approach, emphasizing genuine experiences over mere sales tactics [35]

Group 1 - The event ChinaJoy 2025 showcased FFALCON Thunderbird and TCL Huaxing with the theme "Screen Defines Dimension, Passion Fully Open," highlighting their flagship product, the Thunderbird 32U8 gaming monitor, which resonated with the youth audience [1] - The presence of celebrity Wang Dongcheng, who engaged with fans and promoted the Thunderbirds 32U8 4K gaming monitor, exemplified the effective use of star power to connect with the Z-generation audience [2] - The immersive gaming experience at the Thunderbirds and Wangyu eSports area featured 10 Thunderbirds 27U9 monitors, enhancing player engagement through high refresh rates and real-time interaction, demonstrating a shift from technical specifications to experiential marketing [5] Group 2 - The Thunderbirds brand collaborated with major gaming companies like Tencent Games and Giant Network, effectively leveraging their platforms to enhance brand visibility and connect with core gaming needs [7] - The event has evolved beyond a simple gaming exhibition to become a cultural hub for youth, integrating gaming, anime, trendy toys, technology, and eSports, positioning Thunderbird strategically to capture the attention of the active Z-generation demographic [10]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is actively responding to industry adjustments by transforming its strategies, focusing on nurturing enterprise customer structures and launching new products in the mid-to-high price range to create incremental growth [8] - The company aims to maintain price stability for existing products while introducing high-quality new products priced between 500-600 RMB to attract consumers [8] - The company is implementing a dual-driven strategy for national expansion and price range diversification, with a focus on experiential marketing to drive steady revenue growth [8] - The financial forecasts for the company indicate a stable performance in 2025, with slight adjustments to the non-IFRS net profit predictions for 2025-2027 [8] Financial Summary - Total revenue forecast for 2023A is 7,060 million RMB, with a projected growth of 20.56% [1] - The net profit attributable to the parent company for 2023A is 2,327 million RMB, showing a significant increase of 125.96% year-on-year [1] - Non-IFRS net profit for 2023A is 1,623 million RMB, reflecting a year-on-year growth of 35.52% [1] - The earnings per share (EPS) for 2023A is 0.69 RMB, with a projected P/E ratio of 9.03 [1] - The company expects to achieve a non-IFRS net profit of 1,431 million RMB in 2025E, with a corresponding P/E ratio of 14.69 [1]

Core Viewpoint - The article discusses how Oreo has successfully innovated its product offerings and marketing strategies to engage younger consumers, particularly through the "Seeking Flavors from All Directions" series, which combines cultural elements with experiential marketing [4][29]. Group 1: Product Innovation - Oreo's new "Seeking Flavors from All Directions" series features packaging that showcases iconic Chinese landmarks, enhancing the travel experience for consumers [2][10]. - The series includes new flavors inspired by traditional Chinese pastries, such as "Peony Cake" and "Top Scholar Cake," which connect consumers to cultural heritage [12][13]. - The packaging design incorporates cultural elements and interactive features, transforming the consumption experience into a more engaging ritual [15][17]. Group 2: Consumer Engagement - The brand has shifted from one-way communication to interactive engagement, encouraging consumers to share their experiences on social media, resulting in over 300 million views on related topics [17][19]. - Oreo's marketing strategy includes creating memorable experiences through themed events and collaborations, such as a co-branded high-speed train that travels to popular tourist destinations [19][21]. - The brand aims to be a companion for young travelers, promoting the idea of taking Oreo snacks on trips and sharing photos with iconic landmarks [21][24]. Group 3: Cultural Relevance - Oreo has recognized the growing importance of emotional value in snacks, positioning its products as "social currency" among young consumers [8][27]. - The brand's continuous innovation reflects a deep understanding of cultural trends and consumer sentiments, allowing it to remain relevant across generations [24][28]. - By integrating local flavors and cultural narratives into its products, Oreo enhances the emotional connection with consumers, making snacking a more meaningful experience [29].

Summary of Conference Call Records Industry Overview - The records discuss the retail industry in the United States and China, highlighting differences in operational strategies and market dynamics [1][2][4][36]. Key Points and Arguments U.S. Retail Market - U.S. retail giants like Walmart and Amazon excel in supply chain management and innovation, particularly through strategies like Everyday Low Pricing (EDLP) and the application of AI [1][2][3]. - The U.S. retail market is characterized by its stability and maturity, with a historical evolution from small family-owned stores to large chains [2]. - Walmart's focus on digitalization and automation has enhanced operational efficiency and innovation capabilities [3]. Chinese Retail Market - China leads in instant delivery services, achieving delivery within 30 minutes, while still needing to improve in large retail management and product design [1][4]. - The development of private labels in China requires strong brand influence and product development capabilities, alongside a focus on omnichannel consumer experience [1][6][12]. - Professional talent is crucial for optimizing large retail management, product design, and targeting consumer pain points [5]. Private Label Development - The evolution of private labels in the U.S. has shifted from reliance on suppliers to in-house development, with Costco's Kirkland brand demonstrating significant growth [7][8]. - Successful private label strategies require strong market influence, a dedicated talent team, optimized supply chains, and effective marketing strategies [9][12]. - Demand forecasting is critical in fresh retail for inventory management and profitability, with Walmart successfully implementing precise forecasting methods [21]. Challenges and Opportunities - The management of fresh products poses challenges for private labels, particularly in maintaining quality and safety standards [19][20]. - The retail industry must adapt to consumer demands and preferences, emphasizing the importance of emotional value and unique shopping experiences in physical stores [24][39]. - Discount stores are expanding rapidly in both the U.S. and China, with a focus on supply chain management and data-driven decision-making to ensure sustainable growth [25][43]. Future Trends - The future of retail may see the emergence of new business models and opportunities, with a focus on meeting consumer needs and maintaining profitability [37][38]. - The integration of online and offline resources is expected to enhance the competitiveness of private labels, particularly through the use of AI in supply chain management [16][32]. - The retail landscape will continue to evolve, with the potential for large retail formats to expand into lower-tier markets [41]. Additional Important Content - The records highlight the importance of experiential marketing, such as sampling events, to enhance consumer engagement and drive sales [28][29]. - The impact of tariffs on U.S. retailers has been significant, affecting supply chains and product availability [34]. - The records also discuss the challenges faced by traditional department stores like Macy's, which must adapt to the changing retail environment to survive [49][50]. This comprehensive overview captures the essential insights from the conference call records, focusing on the dynamics of the retail industry in both the U.S. and China, the evolution of private labels, and the challenges and opportunities that lie ahead.