以下文章来源于财经天下WEEKLY ，作者财经天下 财经天下WEEKLY . 《财经天下》周刊官方账号，提供有品质的深度报道，讲述中国企业在时代浪潮中的精彩故事。 来自湖北的保健酒隐形冠军给酒圈上了一课。通过抓住抖音、小红书上的破圈话题，如"姨妈神仙水""不是茅台喝不起，而是劲酒更有性价比"等，劲酒拿下了 女性以及年轻消费群体，重新定义了消费场景。泼天的流量最终转化成了销量，今年劲酒营收预计增长超20%。 01 女性用户多了400万 对酒圈来说，2025年有些不同寻常。 一边是白酒行业正处于深度调整期：价格倒挂、卖不动，不少经销商甚至在亏损。为了应对困局，酒企试图通过低度化、跨界、代言等方式连接年轻人的钱包， 但年轻人转头走进了瑞幸咖啡、蜜雪冰城。另一边，曾经是中老年男人专属的劲酒，在小红书、抖音等平台持续爆火，深受女性追捧。视频里，劲酒、水溶 C100、元气森林葡萄味气泡水，在灯光下一组合，不到一分钟，就在玻璃杯中调出了"烈焰玫瑰"……这些视频的转发、点赞动辄超10万。 伴随流量而来的是销量。 12月，劲牌公司市场推广中心总经理张何在公开活动中称，"今年市场需求增加，确实导致部分区域出现阶段性供不应求，劲牌 ...

Core Insights - The article emphasizes the need for a shift in marketing strategies for 2025, moving away from overly segmented marketing maps that yield short-term results but fail to create lasting brand equity [6][9][10]. Group 1: Content Marketing - The traditional approach of breaking down product selling points into multiple segments for targeted marketing is becoming ineffective, as it leads to fragmented messaging and diminishing returns after initial success [7][9]. - A more effective strategy involves maintaining a cohesive brand message while allowing flexibility in content format and targeting over a longer period [9][10]. - Successful marketing requires a consistent narrative across all platforms, including short videos and live streams, to enhance conversion rates and overall ROI [12][13]. Group 2: Effective Testing and Research - The essence of product feature testing is to determine whether a feature can drive sales, with a focus on ROI rather than superficial engagement metrics [16][17]. - Research should prioritize understanding the motivations of non-customers, as insights from this group can reveal untapped market opportunities [22][24]. Group 3: Finding Market Opportunities - Non-customers represent significant potential for discovering new selling points and scenarios that can broaden market reach and drive product innovation [26][27]. - Insights from non-buyers can inform product development and marketing strategies, as demonstrated by past experiences in user research [27][28]. Group 4: Douyin Marketing Strategies - In 2025, Douyin marketing focuses on financial accountability and precise operational tactics, with a clear understanding of cost structures and profitability [32][33]. - Brands are encouraged to establish separate budget pools for different marketing strategies to optimize spending and maximize returns [34]. Group 5: Xiaohongshu Content and Metrics - Content on Xiaohongshu should balance between traditional and innovative approaches, with a focus on emotional engagement to drive user interaction [36][37]. - The effectiveness of marketing campaigns should be evaluated using comprehensive metrics that consider both front-end engagement and back-end conversion rates [42]. Group 6: Marketing Leadership - Marketing leaders are advised to streamline their focus, concentrating on core objectives and eliminating unnecessary initiatives that do not contribute to profitability [44]. - Effective management involves understanding the underlying motivations of both superiors and subordinates to align goals and expectations [46]. Group 7: Marketing Talent Development - There is a noticeable gap in marketing expertise among professionals over 35, who may struggle with new content marketing strategies and digital platforms [48][51]. - Continuous learning and adaptation in non-familiar areas are crucial for marketing professionals to avoid inefficiencies and miscommunication with younger team members [54][55]. Group 8: AI in Marketing - The use of AI in marketing is evolving, with applications ranging from basic execution tasks to more complex exploratory work, enhancing efficiency and insight generation [56][58].

Core Insights - The article emphasizes that in today's fragmented attention economy, traditional brand advertising often fails to create significant impact, likening it to "throwing salt into the sea" [1] - The key to breaking through lies not in chasing more channels, but in finding a "strategic fulcrum" that builds trust and creates long-term value [2] Trust as a Valuable Asset - Trust has become the most valuable form of traffic in an era where consumers are overwhelmed with choices, making authoritative partnerships essential for brands [3][4] - Collaborating with credible platforms allows brands to transfer the trust accumulated by these platforms, thereby reducing consumer decision-making risks [4] Case Study: Huawei - Huawei faced a trust deficit despite technological superiority, which was addressed through strategic partnerships with authoritative media, elevating its brand perception from a "technology supplier" to a representative of "Chinese intelligence manufacturing" [5] - The "Hongmeng Starry Night" event exemplified this trust-building, achieving over 203 million views and 11 billion topic reads, showcasing the deep integration of platform credibility and brand value [5] Effective Communication Strategies - Effective communication should focus on impactful messaging at key nodes rather than spreading weak signals everywhere [10] - The article highlights the importance of a structured approach to media engagement, utilizing both mainstream and social media to create a resonant narrative [10] Content as a Brand Driver - In a content-saturated environment, the scarcity lies in creating memorable and shareable content that resonates emotionally with audiences [15] - Platforms with strong content creation capabilities can provide brands with essential tools to integrate their narratives into national storytelling [15][16] Ecosystem Collaboration - The shift from "traffic cooperation" to "value co-creation" is crucial for sustainable marketing [24] - Collaborations that transform cultural IP into tangible products can enhance brand visibility and drive commercial growth [27] Conclusion: Emphasizing Certainty - The paradox of modern marketing is that despite having abundant tools, building a lasting brand seems more challenging [34] - The core of brand loyalty lies in trust, resonance, and certainty, suggesting that strategic partnerships and quality content are vital for long-term brand asset cultivation [35]

新浪财经《酒业内参》获悉，对于2026年，茅台保健酒业公司党委书记、董事长冯铖表示，战略层面锚 定双赛道定位，厘清品牌边界。一方面全面梳理，精简结构，构建双赛道品牌发展矩阵，做到"品价匹 配、层次清晰、错位发展"，不搞内耗、精准卡位。 另一方面资源聚焦，明确路径，大众酱香板块将以茅台醇系列作为核心布局200元以下价格带、台源为 补充布局百元以下价格带，全力巩固大众消费市场；酱香露酒构建以茅台不老酒为引领，茅源、 MTC、微舒为多元支撑的"1+3"差异化品牌矩阵。 12月29日，"转型创新锚定双赛道 聚焦务实携手启新程"2026年茅台集团保健酒业全国经销商联谊会在 贵阳举行。 同时，会议也明确了其未来核心推广策略，2026年计划加大内容营销专项费用，实现突破十亿级以上消 费者触达，快速建立品牌独特认知。 据《酒价内参》显示，飞天茅台近五日终端成交价稳定在1816-1827元；精品茅台价格则在五日内上涨 114元，由2281元一路涨至2395元，涨幅达5%。 在产品层面，聚焦消费需求，产品迭代创新，未来将推出更多基于独特草本原料的露酒产品，匹配市场 多元化需求。在市场推广层面，推动内容营销转型，实现品牌精准破圈。 ...

2025年12月25日下午，由南都湾财社、全球青年跨境协会、出海网联合主办的"智造出海・跨境向新"湾 区跨境出海论坛&"海上之夜"私享会，在深圳蛇口希尔顿南海酒店正式启幕。 在主题环节，质方咨询创始人、百亿企业海外市场操盘手王梦珊带来了《三月横扫北美:1000万+月销爆 品的"野蛮生长"法则》的分享，她总结了内容营销的四大体会。 内容营销是当前驱动品牌增长的核心杠杆 所有企业无论规模大小、赛道差异，均以增长为共同目标——互联网大厂需转型突破，AI软硬件企业 需规模扩张，海外品牌也在积极开拓新市场。而今年最大的行业变量是AI，其普及正逐步替代程序化 工作：广告投放中的出价监控、数据日报分析，亚马逊运营中的图片上传、视频剪辑、文案撰写等SOP 化工作，如今均可通过AI高效完成。 AI实现了行业平权，所有掌握AI工具的从业者都站在同一起跑线。此时，唯一无法被AI替代的核心竞 争力便是内容力。广告效果的关键在于素材，而AI让低成本、快速制作短视频、图片成为可能，行业 竞争的核心已转向内容背后的深层价值。AI可优化广告调整时机、素材替换节奏等数据分析类工作， 但无法替代内容本身的创意与洞察。 内容价值被严重低估，专业内 ...

"整合"二字，关键在于打破渠道与数据的孤岛。口碑领先的公司通常具备强大的全渠道规划与落地执行 能力。他们能够有机融合线上数字营销（如社交媒体、内容营销、搜索引擎优化）与线下传统渠道（如 活动、公关、终端体验），确保品牌信息在不同触点传递的一致性。更重要的是，他们以数据驱动决 策，通过建立科学的监测与分析体系，实时优化营销策略，用可量化的效果（如投资回报率、品牌健康 度指标）来证明价值，从而积累坚实的实战口碑。 一、口碑的基石：战略协同与商业洞察 一家口碑卓著的整合营销公司，其核心价值首先体现在深刻的商业理解与战略构建能力上。优秀的服务 商不仅仅是策略的执行者，更是企业商业目标的共建者。他们能够深入理解客户的行业格局、竞争态势 与消费者心智，将品牌战略、产品策略与市场传播进行无缝整合。这种基于深度洞察的战略协同能力， 确保了营销活动从起点就与商业成果紧密挂钩，这是赢得客户长期信赖与行业口碑的首要因素。 二、执行的关键：全渠道整合与数据驱动 三、创新的引擎：内容创造力与技术应用力 在信息过载的时代，持续产出高质量、高互动性的内容，并利用前沿技术提升体验，是营销公司建立差 异化口碑的引擎。顶尖的整合营销服务商不仅拥 ...

一、口碑的基石：战略协同与商业洞察 一家口碑卓著的整合营销公司，其核心价值首先体现在深刻的商业理解与战略构建能力上。优秀的服务 商不仅仅是策略的执行者，更是企业商业目标的共建者。他们能够深入理解客户的行业格局、竞争态势 与消费者心智，将品牌战略、产品策略与市场传播进行无缝整合。这种基于深度洞察的战略协同能力， 确保了营销活动从起点就与商业成果紧密挂钩，这是赢得客户长期信赖与行业口碑的首要因素。 二、执行的关键：全渠道整合与数据驱动 "整合"二字，关键在于打破渠道与数据的孤岛。口碑领先的公司通常具备强大的全渠道规划与落地执行 能力。他们能够有机融合线上数字营销（如社交媒体、内容营销、搜索引擎优化）与线下传统渠道（如 活动、公关、终端体验），确保品牌信息在不同触点传递的一致性。更重要的是，他们以数据驱动决 策，通过建立科学的监测与分析体系，实时优化营销策略，用可量化的效果（如投资回报率、品牌健康 度指标）来证明价值，从而积累坚实的实战口碑。 三、创新的引擎：内容创造力与技术应用力 在信息过载的时代，持续产出高质量、高互动性的内容，并利用前沿技术提升体验，是营销公司建立差 异化口碑的引擎。顶尖的整合营销服务商不仅拥 ...

来源：市场资讯 （来源：券研社） 概述：顾问通过举办线上或线下的讲座和研讨会，吸引潜在客户参与，展示自己的专业知识，从 而赢得客户信任并获取新客户。 具体做法： 举办投资、退休规划、税务规划等主题的公开讲座和研讨会。 提供实用的财务知识、投资技巧或市场分析，吸引目标客户参与。 6. 高净值客户的私人俱乐部和圈子（Private Clubs and Networks for High-Net-Worth Individuals） 美国证券投资顾问获客的途径多种多样，依赖于顾问的专业声誉、市场定位以及客户需求。以下是美国 证券投资顾问常用的十大获客途径的详细解读： 1. 推荐和口碑营销（Referral and Word of Mouth） 2. 社交媒体和网络（Social Media and Networking） 3. 内容营销（Content Marketing） 4. 讲座和研讨会（Seminars and Webinars） 概述：推荐和口碑是证券投资顾问最重要的获客途径之一。优秀的顾问通过为现有客户提供卓越 的服务，获得客户的信任和满意，从而获得更多客户的推荐。 具体做法： 鼓励现有客户向家人、朋友 ...

数据支撑与深度分析： 根据中国互联网络信息中心（CNNIC）发布的《中国互联网发展状况统计报告》、eMarketer、Forrester等权威机构的公开数据，我们得以明确这 一趋势： 获客成本（CAC）的年复合增长率（CAGR）： 在2021年至2023年的三年间，互联网行业（特别是B2B、金融科技和高科技制造等竞争激烈的领域）的平均获客成本的年复合增长率 （CAGR）普遍维持在**15%至25%**区间。部分新兴市场的获客成本甚至出现了短期的爆发式增长。 **量化体现：**一家聚焦海外市场的B2B软件服务商，其通过主流搜索广告平台获取一个合格销售线索（SQL）的成本，从2021年初的约 $150，上涨至2023年末的约$240，三年内增长约60%。这种增速远超其产品定价的增长率。 内容营销预算占比变化： 面对不可持续的流量高成本，企业营销预算结构正进行战略性调整。内容营销（包括专业新闻稿件、深度行业分析、品牌故事等）因其所具 备的权威背书、高信任度、长尾SEO价值和非中断性传播的特性，被视为构建品牌资产的关键投资。 一、 问题与数据引言：流量黑洞与品牌马太效应的困境 在数字化转型浪潮下，企业营销面临的核心挑 ...

Core Viewpoint - Songmont (山下有松) is emerging as a significant player in the Chinese luxury market, showcasing a blend of local cultural elements and modern design, which resonates with consumers seeking authenticity and quality over international brands [5][11][29]. Group 1: Brand Growth and Market Position - Songmont's online sales in China grew approximately 90% in the first three quarters of this year, while competitors like Gucci and MK saw declines of 50% and 40% respectively [6]. - The brand has gained visibility through high-profile appearances, such as LVMH Chairman Bernard Arnault shopping at its store and its participation in Paris Fashion Week [5][11]. - Songmont has consistently ranked first in Tmall's bag and accessory sales during the Double 11 shopping festival, indicating strong market demand [5][29]. Group 2: Cultural and Design Elements - The brand emphasizes its roots in Central China, integrating local cultural elements into its product designs, such as the "屋檐" series inspired by traditional architecture [8][10]. - The design of its stores reflects natural elements, creating a unique brand identity that resonates with consumers [10][11]. - Songmont's products utilize high-quality materials, such as imported full-grain leather, distinguishing them from typical domestic brands [14]. Group 3: Consumer Sentiment and Brand Loyalty - Consumers appreciate Songmont for its combination of fashion and functionality, making it suitable for both daily use and travel [13]. - The brand's pricing strategy is perceived as fair, avoiding the "logo tax" associated with luxury brands, which enhances its appeal [13]. - Songmont has cultivated a loyal customer base, with users expressing a strong emotional connection to the brand's narrative and design philosophy [11][20]. Group 4: Content and Cultural Engagement - Songmont has successfully engaged consumers through its podcast "山下声," featuring discussions on cultural topics, which strengthens emotional ties with the audience [19][20]. - The brand collaborates with notable figures, such as tennis star Li Na, to enhance its cultural narrative and brand identity [20][21]. - The content produced by Songmont is designed to resonate with consumers' values, promoting a sense of authenticity and connection [22][23]. Group 5: Future Expansion and Product Lines - Songmont is expanding its product lines, recently launching a fragrance collection and a clothing line, aiming to create a comprehensive brand experience [25][27]. - The fragrance series "沉山" emphasizes a natural aesthetic, aligning with the brand's overall philosophy of understated elegance [25][28]. - The brand's growth strategy remains cautious, focusing on sustainable development rather than aggressive expansion [30][31].