记得咱上一次聊突然爆火的话题，还是 2 个月前的 " 鸡排哥 " 。 今天来聊点新鲜的，" 鸡排哥 " 已经过时了，现在爆火的是 " 甘蔗哥 " 。 不知道这两天你们在短视频平台刷到了没？ 今天相关话题已经有上千万网友关注。 事情的经过是这样的： 本月初，四川眉山一位 29 岁的甘蔗地老板（以下简称 " 甘蔗哥 "），因为偶然在网上刷到网友 " 偷甘蔗 " 的视频来了灵感。 为了宣传家乡的甘蔗，同时帮助提高销量，还能给消费者带来体验 " 偷甘蔗 " 的愉快体验。 " 甘蔗哥 " 全网推出 " 9.9 元偷甘蔗 " 活动。 还雇了两个 NPC 和两只狗来甘蔗地实施 " 抓捕 " 任务。 狐妹根据 " 甘蔗哥 " 的直播了解到的详细活动规则： 场地有 100 多亩，进场费每人收 2.99 元，小朋友免费，进场就可以体验 " 偷甘蔗 " 了； 如果你需要工具，那 " 甘蔗哥 " 也在进场口提供 10 元租刀的费用，体验完出来返还工具就可以全额退回租金； 进场要是成功 " 偷到甘蔗且没被 NPC 逮住 " ，那出场地交 9.9 元 / 根就可以把自己偷出来的甘蔗带走； 如果 " 偷到甘蔗也被 NPC 逮住 " 的话， ...

Core Insights - The core viewpoint emphasizes that brands that resonate emotionally with Generation Z can effectively engage with young consumers, as demonstrated by Juewei Duck Neck's innovative marketing strategies [1][3]. Group 1: Marketing Strategies - Juewei Duck Neck utilizes a combination of "meme culture, interaction, and technology" to establish emotional connections with young consumers, creating a unique path for brand rejuvenation [1]. - The brand's slogan "Your neck is my Juewei" gained popularity on social media, leading to the appointment of fan-favorite celebrity Fan Chengcheng as the first brand ambassador in 19 years, which significantly boosted brand visibility and engagement [3]. - Juewei's pricing strategy reflects consumer feedback, introducing affordable products like "9.9 yuan explosive chicken leg" and "39.9 yuan greedy fortune bucket," enhancing the perceived value and fostering a sense of co-creation with consumers [3]. Group 2: Engagement with Generation Z - The brand effectively taps into Generation Z's social habits by leveraging social media to create relatable content, such as humorous campaigns featuring popular figures and collaborations with trending movies like "Nezha 2," which generated significant online engagement [5]. - Juewei's use of AI technology in marketing, such as adapting event themes and generating promotional materials, aligns with young consumers' preferences for vibrancy and youthfulness, further enhancing brand relevance [5][7]. - The brand's ability to integrate creative marketing with cultural trends positions it as a leader in establishing a sustainable and evolving brand identity that resonates with younger audiences [7].

Group 1 - MISTINE collaborates with the popular game "Light and Night of Love" to launch new products including sunscreen and cushion foundation, featuring game-themed designs to attract young consumers [2] - Face Gym, a UK skincare brand, receives investment from Reliance Industries, led by Mukesh Ambani, indicating interest in the international beauty market and providing strong financial support for global expansion [3] - Upm's brand Han Shu wins the Rongge Technology Innovation Award for its "X Peptide Cream" and has filed a patent for a hair loss prevention composition, showcasing innovation in the personal care sector [5] Group 2 - Henkel appoints Rajat Agarwal as North America President, effective July 1, 2025, to drive growth in the personal care business, strengthening the connection between packaging strategy and product portfolio [6] - Changzhou Baijiji Biopharmaceutical Co., Ltd. responds to IPO review and forecasts its functional skincare business to achieve breakeven by Q4 2027, with projected revenues of 73.14 million, 88.58 million, and 108.96 million over the next three years [7] - HBN collaborates with Pantone to define "Oriental Native White," creating four color cards and scientifically analyzing its texture, enhancing brand visibility in the color trend space [8]

Core Viewpoint - The company reported a decline in total sales for the first quarter of FY25/26, indicating challenges in the retail environment and a need for strategic adjustments [1][2]. Group 1: Financial Performance - For the first quarter of FY25/26 (March 1 to May 31), total sales experienced a mid-single-digit percentage decline year-over-year [1]. - The gross sales area of direct-operated stores decreased by 1.3% compared to the previous quarter and by 12.3% year-over-year [1]. Group 2: Strategic Initiatives - In 2025, the company announced partnerships with the UK running gear brand Soar and a high-end outdoor brand from Norway, becoming their exclusive operational partners in China [1]. - The introduction of the Norwegian high-end outdoor brand is viewed as a strategic move to strengthen the company's presence in the professional sports sector [1]. Group 3: Retail Strategy - The company aims to break traditional channel expansion models by implementing a new retail concept that emphasizes comprehensive operations and precise targeting [1]. - Offline, the company is redefining retail space by integrating elements from art, culture, and music into stores, creating an immersive shopping experience for consumers [2]. - Online, the company is leveraging a dual-resource strategy that combines physical stores with live streaming, community engagement, and regional IPs, enhancing its presence on major social media platforms [2]. Group 4: Marketing and Brand Engagement - The company is exploring creative marketing strategies, including cross-brand collaborations, to foster emotional connections with younger consumers [2]. - The development of themed stores and diverse creative merchandise aims to integrate sports lifestyle, trendy IP culture, and innovative marketing, achieving deep brand value transmission [2]. Group 5: Earnings Forecast - The company maintains its earnings forecast, projecting revenues of 26.5 billion RMB, 27.3 billion RMB, and 28.6 billion RMB for FY26-28, with net profits of 1.3 billion RMB, 1.5 billion RMB, and 1.7 billion RMB respectively [2]. - Expected EPS for FY26-28 is 0.21 RMB, 0.24 RMB, and 0.27 RMB, with corresponding PE ratios of 13x, 12x, and 11x [2].

Core Insights - The 12th China Advertising Urban Bus Media Summit was held in Jinan, focusing on the development trends and innovative transformations of urban bus media in the new era [1] - Discussions included digital transformation, creative marketing, and integrated development within the urban bus media sector [1] Group 1 - The Jining Bus Advertising Media Company discussed strategies for overcoming challenges in the current economic downturn, emphasizing the need for a "media + service" model to enhance commercial value [1] - The company highlighted the importance of diversifying service paths and establishing closer partnerships with clients to provide comprehensive marketing solutions [1] - The company’s entry, the Longgui Electric Music Bus, won an excellent award in the marketing category at the 2025 Golden Bus Advertising Marketing Awards for its unique creativity and market performance [1] Group 2 - Moving forward, the Jining Bus Advertising Media Company plans to deepen its innovative development concepts, increasing investments in digital technology applications, creative planning, and service enhancement [2] - The company aims to leverage advanced technologies such as big data and artificial intelligence for precise advertising placement and improved advertising effectiveness [2] - The goal is to explore the cultural connotations and social value of bus media, creating more impactful advertising works while providing high-quality and efficient advertising services to clients [2]