此外，网络营销推广的行业生态也在不断变化。随着社交媒体平台的兴起，越来越多的企业开始重视内容创作和用户 互动。例如，一些公司通过短视频营销和直播带货，帮助客户实现更高的转化率；另一些公司则专注于社群运营，通 过建立稳定的用户社群提升品牌忠诚度。这种多元化的发展路径，让网络营销推广行业呈现出更加丰富的形态。 在深圳的网络营销推广公司中，既有大型集团企业，也有专注于细分领域的中小型企业。大型公司通常拥有完善的管 理体系和丰富的行业经验，能够承接复杂的全案推广项目；而中小型企业则更灵活，能够快速响应市场变化，为客户 提供更具针对性的服务。例如，一些公司专注于电商领域的推广，通过优化店铺运营和提升转化率帮助客户实现业绩 增长；另一些公司则深耕本地化市场，利用社交媒体和线下资源整合，打造更贴近用户的营销方案。 在这样的市场环境中，上海华企博网信息技术有限公司凭借其独特的运营模式和扎实的技术实力，逐渐在行业中崭露 头角。虽然这家企业总部位于上海，但其在深圳的业务布局同样值得关注。华企博网成立于2019年，是一家专注于互 联网技术开发与数字化服务的创新型科技企业。多年来，公司始终秉持"真心·诚意服务"的企业理念，为上千家客 ...

Core Viewpoint - The article critiques the trend of brands using horse-themed puns and celebrity endorsements during the Year of the Horse, suggesting that this approach lacks creativity and depth, ultimately leading to consumer fatigue and diminishing returns for brand equity [5][12][20]. Marketing Strategy Analysis - The marketing strategy of using horse-related celebrities is seen as a formulaic approach driven by commercial logic rather than genuine creativity, making it easily replicable and less impactful [6][10]. - Initial campaigns featuring celebrities like Ma Sichun and Ma Yili generated positive responses due to their novelty, but subsequent imitations led to a significant decline in effectiveness [8][12]. - Brands like Tmall Health and Mengniu are criticized for failing to create meaningful connections between their products and the celebrity endorsements, resulting in superficial advertising that lacks substance [10][12]. Emotional Engagement - The article contrasts the shallow emotional engagement of the horse-themed ads with the deeper storytelling found in Apple's annual Chinese New Year short films, which resonate with audiences on a personal level [13][18]. - Apple's approach focuses on authentic emotional expression rather than gimmicky marketing tactics, allowing for a more profound connection with consumers [18][20]. Long-term Brand Value - The article emphasizes the importance of creating sustainable brand narratives that can endure over time, rather than relying on fleeting trends or gimmicks [21]. - It argues that the true challenge in the AI-driven advertising landscape is to maintain authenticity and depth in storytelling, which cannot be easily replicated by technology [20][21].

本次，致趣百川结合国内ToB营销领域的特点，为各位市场营销人带来了《CMI 2026年B2B内容营销趋势报告：九大核心与洞 见》的中文译版。 《CMI 2026年B2B内容营销趋势报告》 结合2025年国内ToB营销行业的现状与洞察，我们对相关内容进行了本地化观点解读，进而为大家提供更加合理的建议，也希望 能够帮助大家在2026年更好地开展内容营销方面的工作。 通过这篇报告，你将会获得： CMI的调研数据为我们描绘了当前B2B营销领域的真实图景。 相较于去年有980位受访者对内容营销的现状感到"不满意"，如今超过半数（59%）的营销人员认为其工作"具有一定成效"，但 仍有41%处于停滞或困境状态。 挑战在于，我们通常希望客户的购买旅程是一条因果清晰的直线，比如：阅读文章>留资>申请演示>购买。但现实却是，用户在 决策购买旅程是层叠交错的，内容虽然覆盖了用户旅程中的多个触点，却没有清晰明了的路径去遵循，这就导致我们在生产内 容时，很难根据用户此时的需求来制作准确的内容。 《CMI 2026年B2B内容营销趋势报告》 2026年的竞争优势不在取决于是否使用AI，而是在于如何将技术与战略深度融合，构建真正可持续的营 ...

Group 1 - The importance of marketing in the automotive industry is emphasized, highlighting that effective marketing is essential for reaching target users and driving sales growth [1] - The Jin Xuan Award aims to recognize innovative marketing practices and their market impact, with a total of 20 gold awards, 6 annual awards, and 43 excellent case awards across various categories [2] - The 12th Jin Xuan Award has selected 20 gold award winners, including Volkswagen Group (China) and Toyota China for public welfare and sustainable development, and Great Wall Motors for personalized marketing [3] Group 2 - The 12th Jin Xuan Ceremony took place on January 23, 2026, in Beijing, providing insights into automotive marketing trends and solutions for the year [4] - Marketing in the new automotive era transcends the product itself, focusing on user experience and the integration of AI technology to enhance value [4] - The current Chinese consumers are characterized by their demand for quality and experience, presenting a challenge for marketers to redefine marketing significance and reconstruct value [4]

Core Viewpoint - The article discusses the limitations of PDF as a content distribution format for modern businesses and suggests alternative solutions that better meet the needs of digital content strategies. Limitations of PDF - Updating and maintaining content in PDF format is extremely difficult, requiring time-consuming processes for editing, exporting, and republishing, which can lead to version confusion and inconsistency [3] - Once a PDF is distributed, the publisher loses control over the document, which can be forwarded or misused, posing risks for sensitive information [4] - PDF files provide a poor mobile experience, as they are not optimized for responsive design, requiring users to download and manipulate the document for viewing [5] - PDF does not allow for tracking user behavior, making it challenging to gather data on engagement metrics such as reading depth and time spent, which are crucial for content optimization [7] - Security and version control issues arise with PDFs, as they can be easily downloaded and copied, increasing the risk of sensitive information exposure and complicating collaborative editing [8] - SEO opportunities are lost with PDF content, as search engines index HTML pages more effectively, leading to lower visibility and organic traffic for PDF documents [9] Alternative Solutions for Businesses - Companies should consider transitioning to dynamic web pages or HTML content, which can be quickly updated, optimized for SEO, and designed for responsive viewing [10] - Building an online knowledge base or content hub can organize information effectively, allowing for real-time updates, version control, and user behavior data integration [11] - Utilizing interactive content and multimedia formats, such as videos and animations, can enhance reader engagement and improve conversion rates compared to static PDFs [12] - Baklib is presented as a digital content experience cloud platform designed to replace PDFs and upgrade content management practices, offering responsive layouts and seamless access across devices [13][15] - Online content platforms provide better search engine visibility and support for behavior and search data analysis, enabling businesses to optimize content structure and focus areas [15] - Enhanced security and collaboration features in online content platforms allow for multi-level permission management and version control, ensuring information security while facilitating teamwork [15] Conclusion - While PDFs have historically provided convenience for content management, they are no longer suitable for modern digital content strategies. Businesses should carefully evaluate content format choices and consider dynamic, trackable, and easily updated content management systems to enhance user experience and drive business value [16]

©️深响原创 · 作者｜何理 2026刚开年，跨境电商便进入"高强度博弈"——合规与经营成本持续抬升，单纯依靠低价和铺量驱动增长的模式正在加速失效。这并非短期扰动，而是正 在构成跨境电商未来相当长一段时间的基本环境。 从市场侧看，美区依然是跨境品牌绕不开的核心战场。其意义早已不止于规模本身，更逐渐演变为品牌定价体系与全球化能力的"试金石"。 在这样的背景下，越来越多头部品牌及各家平台的大商家们都开始重新审视并选择自己的主阵地：如何在稳住生意基本盘、对冲不确定性的同时，持续获 得新增量？ 1月27日，TikTok Shop 美区跨境 POP 针对头部出海品牌、经销商以及跨境电商平台千万大商等"超级头部"商家召开私享会，发布「TOP 计划」，计划全 年投入亿级资源，为优质商家提供全链路激励扶持，并为"超级头部"商家提供更多资源和权益。显然，TikTok Shop释放了明确的利好信号——从商品、 内容、营销和服务等多个维度，进一步提升对头部品牌的长期支持力度，为增长提供更高确定性。 在出海新主场找准机会点：从内容力到增长力、品牌力 面对激烈的全球竞争，跨境品牌要想高效建立品牌认知、推动产品转化，曝光只是基础，更关键 ...

Group 1 - Longyun Co., Ltd. plans to acquire 58% equity of Yuheng Film and Television Group through a share issuance, which is expected to constitute a major asset restructuring and related party transaction [1][3] - The stock of Longyun Co., Ltd. was suspended from trading starting January 26, with a closing price of 17.85 yuan per share and a total market value of 1.666 billion yuan as of January 23 [1] - The shareholders of Yuheng Film include Shanghai Bingchang Enterprise Management Center (57.55%), Longyun Co., Ltd. (42%), and Duan Zekun (0.45%) [3] Group 2 - Longyun Co., Ltd. signed a cooperation intention agreement with Shanghai Bingchang and Duan Zekun on January 23, aiming to make Yuheng Film a wholly-owned subsidiary after the acquisition [5] - The major shareholder of Shanghai Bingchang is Duan Peizhang, who is also the controlling shareholder of Longyun Co., Ltd., indicating a close relationship between the parties involved [5] Group 3 - Longyun Co., Ltd. is currently facing a "revenue growth without profit" situation, with a 26.42% year-on-year increase in revenue to 373 million yuan for the first three quarters of 2025, while the net profit attributable to shareholders decreased by 2569.94% to -65.06 million yuan [8][10] - The company’s revenue for the reporting period was 117.11 million yuan, reflecting a 32.07% increase compared to the same period last year [9]

Investment Rating - The industry investment rating is "Positive" (maintained) [5] Core Insights - The report highlights that GEO represents a new form of content marketing reshaped by AI, differing from traditional SEO by focusing on enhancing "AI visibility" in chatbot and AI search overview products [8] - The report emphasizes that companies that first adopt GEO strategies are likely to establish a technological and data validation loop, gaining insights into large model citation logic and accumulating valuable data feedback [8] - The report notes the differences in content ecosystems between overseas and domestic markets, suggesting that domestic players may have an advantage in GEO due to their extensive operational data and marketing content experience [8] Summary by Sections Industry Overview - The report discusses the emergence of AI-driven traffic entry points, creating new marketing channel opportunities [2] - It identifies the growing importance of AI platforms as essential marketing battlegrounds for advertisers [8] Investment Recommendations and Targets - Companies that are early adopters of GEO are recommended as potential investment targets, including BlueFocus (300058, not rated), Yidian Tianxia (301171, not rated), and Gravity Media (603598, not rated) [8] - Companies with substantial operational data and marketing content experience are also highlighted, including Worth Buying (300785, Buy), Qingmu Technology (301110, not rated), and Yiwang Yichuang (300792, not rated) [8]

Core Viewpoint - The article highlights how Jingjiu, a health wine brand, has successfully captured the attention of younger and female consumers through innovative marketing strategies on social media platforms like Douyin and Xiaohongshu, leading to significant sales growth in a challenging market environment [3][5][11]. Group 1: Market Performance - Jingjiu is expected to achieve over 20% revenue growth this year, with the overall revenue projected to reach approximately 118 billion yuan in 2025, following a 10% growth in 2024 [5][9]. - The company reported a significant increase in its consumer base, adding over 4 million female users and 900,000 young consumers aged 18-30 in the past two years [10][20]. - Jingjiu's sales have been driven by a surge in demand, leading to supply shortages in certain regions due to limited production capacity and strategic volume control by the manufacturer [9][20]. Group 2: Marketing Strategies - The brand has effectively utilized social media to create viral marketing campaigns, leveraging trending topics and user-generated content to enhance brand visibility and engagement [12][13]. - Jingjiu's marketing strategy includes a focus on "good but different" products, innovative content marketing, and a non-saturation sales approach that ensures profitability for distributors [13][15]. - The company has shifted its target demographic from primarily older males to a more diverse audience, including younger consumers and women, by promoting various cocktail recipes and social drinking scenarios [10][16]. Group 3: Industry Context - The broader liquor industry is facing challenges, with many companies struggling with sales and profitability, while Jingjiu stands out as a success story amidst these difficulties [5][20]. - The health wine market, while smaller than the traditional liquor market, has seen Jingjiu emerge as a leading player, demonstrating the potential for growth through targeted marketing and product innovation [18][20]. - The article raises questions about the sustainability of the current marketing trends and the implications of promoting alcohol consumption, particularly among younger demographics [20][21].

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].