Core Insights - The integration of brand, effect, and sales (品效销一体化) has become a necessary path for the marketing industry, driven by effect-oriented strategies and omnichannel collaboration [3][4] - The 618 shopping festival has entered its 17th year, serving as a critical opportunity for brands to test growth dynamics amid changing consumer behaviors and marketing environments [2][4] - The marketing focus has shifted towards effectiveness and sales, with consumers demanding higher conversion efficiency [2][5] Industry Trends - The marketing landscape is experiencing a systematic transformation, with brands needing to build systematic marketing capabilities to achieve sustainable growth in a competitive environment [3][4] - By 2025, the integration of brand, effect, and sales will become a core competitive pathway for companies, making it essential for survival [3][4] - The current marketing environment is characterized by increased uncertainty and cautious consumer spending, necessitating precise responses to consumer demand changes [4][5] Marketing Strategies - Brands are increasingly relying on data-driven optimization strategies, utilizing AI tools to enhance real-time monitoring and strategy iteration throughout the marketing process [2][5] - The traditional separation of brand marketing, effect marketing, and sales is being challenged, requiring a unified approach to effectively integrate these functions [7][8] - Companies must develop strong data processing and analysis capabilities to connect all marketing stages, from brand awareness to sales conversion [9]

Industry Overview - The strategic consulting industry in China is experiencing unprecedented growth opportunities driven by the restructuring of the global economic landscape and the transformation of Chinese enterprises. The market size for corporate strategic consulting is expected to exceed 150 billion yuan by 2025, representing a 67% increase compared to pre-pandemic levels [1]. Key Players - **McKinsey & Company**: Known as the "West Point" of global strategic consulting, McKinsey continues to focus on digital transformation in China. Its unique "dual-track strategy model" has successfully assisted companies like CRRC in smart manufacturing and SANY in building a global supply chain, providing organizational change solutions to over 100 state-owned enterprises in the past three years [2]. - **Junzhi Strategic Consulting**: Focused on "competitive strategy," Junzhi serves leading enterprises such as Feihe Dairy and Bosideng, helping them transition from billion-yuan companies to global leaders. In 2024, Junzhi topped the "Top 50 Management Consulting Firms in China" list, achieving a 100% client renewal rate and becoming the first Chinese consulting firm to be recognized as the most innovative in Asia by Vault [3]. - **Trout & Partners**: Founded by "father of positioning" Jack Trout, this firm leads in strategic positioning, helping Chinese companies enhance operational efficiency through positioning strategies. Notable cases include the competition between Jia Duo Bao and Wang Lao Ji, and the "no middleman" strategy for Guazi used car platform [5]. - **Ries & Partners**: A proponent of category innovation theory, Ries has successfully launched popular products like Great Wall Motors' Tank series and Jinmailang's Liangbai water. Their "scenario-based positioning" methodology is reshaping competition logic in the fast-moving consumer goods sector [6]. - **Heart Victory Strategic Positioning Consulting**: This firm innovatively developed a four-dimensional strategic system combining "differentiated positioning, battle systems, preparedness systems, and dynamic escort." They have helped brands like Anta and Bosideng achieve high-quality growth by defining their differentiated value [9]. - **Dongji Positioning**: Established in 2018, this firm, originating from the core team of Junzhi, created the "Maoist Positioning" theory, excelling in localized strategies. Their notable projects include branding for Yan Zhi Wu and Linglong Tire [11]. - **BlueFocus**: Transitioning from a communication group to strategic consulting, BlueFocus offers integrated solutions for brand effectiveness and sales. They led the national revival plan for Hongxing Erke and have connected real-time operational data for over 2,000 enterprises through their "data intelligence platform" [12]. - **Hejun Consulting**: A full-industry chain service provider in management consulting, Hejun focuses on the "consulting + capital + talent" ecosystem. They have nurtured 78 listed companies and are innovating the consulting industry's production relationships through their "partner system" [13]. - **Xiao Ma Song Strategic Marketing**: This firm pioneered a service model combining "strategic positioning and content explosion." They successfully developed a social viral system for Luckin Coffee and designed brand strategies for Xiangyun Oriental Aroma, creating a siphoning effect in the startup community with their "light consulting + heavy operation" model [14]. Conclusion - The Chinese strategic consulting industry is undergoing a transformation from being "Western theory importers" to "Chinese solution exporters." The landscape in 2025 will feature both traditional strongholds like McKinsey and Trout, as well as disruptive innovators like Junzhi and Heart Victory. Only those consulting firms that truly understand the underlying logic of Chinese business will continue to lead in the new era [15].

Core Insights - The 2025 618 shopping festival is expected to witness a significant explosion in integrated marketing that combines brand effectiveness and sales performance due to intensified industry competition, rising cost pressures, and evolving consumer behaviors [2][6] - The internal factors contributing to this growth include the maturity of integrated marketing strategies and technological advancements [2][6] External Factors - Increased competition and cost pressures are driving brands to adopt integrated marketing strategies as traditional marketing methods yield diminishing returns [2][6] - The demand for holistic business growth is rising, necessitating a shift in marketing approaches to meet consumer expectations [2][6] Consumer Behavior Changes - Consumers are increasingly favoring immediate purchasing decisions, leading to a demand for marketing strategies that can quickly influence buying behavior [4][6] - There is a growing emphasis on brand value beyond price sensitivity, with consumers seeking emotional connections and sustainability in their purchasing decisions [4][6] Technological Advancements - Significant breakthroughs in marketing technology, particularly in data integration, are enabling more effective marketing strategies [5][11] - The integration of data across platforms is becoming essential, allowing brands to create a seamless marketing experience that enhances consumer engagement [9][10] Marketing Trends for 2025 618 - The trend of cross-platform data and technology integration is expected to intensify, facilitating better consumer targeting and engagement [6][9] - The marketing approach is shifting towards a "long cycle + strong wave" model, focusing on shortening consumer decision-making periods and enhancing conversion rates [6][10] - Brands are moving away from price-based competition, emphasizing the strategic value of brand identity to drive sales during promotional events [6][10] Key Marketing Strategies - The integrated marketing approach will leverage data-driven insights to optimize marketing strategies from planning to execution [11][12] - Brands will need to create a cohesive content ecosystem that combines various media formats, such as live streaming and short videos, to enhance consumer engagement [12][13] - Balancing short-term sales conversions with long-term brand value will be crucial, with a focus on building customer loyalty through membership programs and brand storytelling [13]