编辑丨董金鹏 能持续产出好内容的能力，正成为这个行业最坚固的护城河。 文丨姜琪 2025年，头部达人不再是好的投资标的，一批只有几千粉丝的素人带货账号，却在创造单月百万销量的奇迹。 安然曾就职于热度电商。该公司是达人分销的头部玩家，曾经月销上亿，现在正悄然拆分，十几家分公司收缩，上千人的团队裁员过半。 安然在行业变革期选择独立创业，组建"寺图"机构，专注于KOC测品打品业务。 "5万块给一个头部达人，可能只能买一场讲解位，而且不保量。"蝉选KOC业务负责人杨薇也直言不讳地说，"同样的预算，我们能覆盖50-70个KOC，产 出短视频还能授权复用。" 这个曾被头部品牌忽视的角落，如今正成为最拥挤的战场。 2025年中秋期间，一家月饼品牌与蝉选合作，踩对了产品和达人，通过150多个KOC的短视频矩阵，加上精准投放，实现超千万元的增量。 "现在如果你的视频内容质量只有50分，花钱也买不到流量。"安然称。 平台流量逻辑的变化，正在引发一场供给侧的洗牌。当自然流量红利消失，谁能生产优质内容，谁就掌握了新的流量密码。 流量变化让行业上下游企业的组织架构和团队能力要求同步升级。"现在不能只会分销了，还得懂内容、懂热点、甚至懂 ...

Core Insights - The 2025 New Media Marketing Trends Report for the cultural and tourism industry highlights a fundamental shift in marketing logic driven by digitalization, moving from broad exposure to data-driven, emotionally resonant, and technology-enabled marketing paradigms [1] Group 1: Marketing Goals and Strategies - Marketing objectives are evolving towards a "brand effectiveness and sales integration" model, where brand exposure and sales conversion are increasingly unified, exemplified by Ctrip's "Parent Travel Guardian" project, which achieved a 300% increase in GMV [2][4] - The collaboration between brands and social media platforms is transitioning from simple ad placements to resource integration and content co-creation, maximizing traffic leverage through tailored marketing IPs [3][5] Group 2: Technological Integration - AIGC (Artificial Intelligence Generated Content) is becoming a standard tool in the industry, enhancing content efficiency and creativity, as demonstrated by Ctrip's use of AIGC tools that resulted in a 70% completion rate for promotional videos [4][6] - The use of technology in transforming offline experiences into shareable digital content is reshaping how attractions engage visitors, with examples like Meituan's interactive projects in scenic areas [8][9] Group 3: Emotional Engagement and Community Building - The creation of cultural tourism IPs is shifting from mere symbolism to experiential engagement, with successful examples like the "Grassland Fortune Doll" that resonated emotionally with users, leading to increased tourism orders [5][7] - Marketing events are evolving into social phenomena, as seen in the Guinness World Record challenge by Fliggy and Changbai Mountain Wanda, which enhanced user participation and brand visibility [6][8] Group 4: Targeted Marketing and Community Engagement - The industry is entering a "segmented era," focusing on niche interest groups for deeper engagement, as illustrated by Kaiyuan Travel's health lifestyle community initiatives that successfully converted community traffic into revenue [7][9] - The integration of various cultural elements through "IP+" strategies is creating a new ecosystem for tourism consumption, with companies like Tongcheng Travel achieving over 30 billion in content exposure and business conversion [9]

Core Insights - The "6+365 Landmark Quality Products Zone" launched at the China International Import Expo aims to enhance the transformation of exhibition products into commodities, promoting a new development model for e-commerce [1][2] - The initiative is part of China's "14th Five-Year Plan" to expand high-level opening-up and create a win-win cooperation environment [1] Group 1: Project Overview - The project integrates a one-stop trading service platform with online e-commerce platforms to create a comprehensive regulatory traceability service system [1][2] - It aims to establish a full-chain traceability system that ensures products are traceable from source to sale, enhancing consumer trust and market regulation [2][4] Group 2: Innovation and Mechanism - The zone introduces a unique "electronic ID" for each product, modeled after the successful traceability system used in Hainan's duty-free market, to combat counterfeit purchasing [2][4] - The system will incorporate data from customs clearance, quality inspection, and logistics tracking to ensure product accountability and risk management [2][4] Group 3: Market Impact - The initiative is expected to expand the spillover effects of the expo from B2B to B2C, allowing global quality products to reach Chinese consumers more effectively [2][6] - It aims to create a new consumption ecosystem by integrating platforms, e-commerce, and brand resources, ultimately benefiting consumers and enhancing brand image [6][7] Group 4: Operational Aspects - The zone has commenced trial operations with the first batch of overseas brands, marking a deepening of the "exhibitor to investor" mechanism [7] - Digital tools will be utilized for product selection and promotion, facilitating efficient access of overseas goods to the domestic market [7]

Group 1 - The core viewpoint of the report is that the marketing logic in the cultural tourism industry is undergoing a structural transformation from "traffic harvesting" to "value co-creation" due to the impact of digitalization [1][2] - The report identifies eight key trends based on 12 cutting-edge cases from the 2025 DTA Digital Tourism Awards, highlighting the importance of digital transformation in the hotel industry in 2025 [1][2] - Marketing objectives are evolving from "brand exposure" to "integrated effectiveness and sales," emphasizing a full-link value co-creation approach [1][2][6] Group 2 - In platform ecology, the focus is shifting from "advertising" to "co-construction" to maximize traffic leverage, with examples such as Wanda Hotels creating the "Wanyouji" IP on Xiaohongshu [1][2][24] - AIGC technology is becoming a new engine for content efficiency and creative explosion, as demonstrated by Ctrip's use of AIGC tools to generate viral videos during the Double Eleven shopping festival [1][2][24] Group 3 - The tourism destination marketing is transitioning from symbolic representation to experiential engagement, as seen in the case of Xilin Gol League's "Grassland Fuwa Aqi La" IP [2][6] - Event-based marketing is gaining traction, with examples like Fliggy and Changbai Mountain Wanda's Guinness World Record challenge, which adds social significance to marketing nodes [2][6] - Vertical community operations are being emphasized, with Kaiyuan Travel's "City Brush Circle" activity targeting specific customer groups to convert communities into private assets [2][6] Group 4 - Offline experiences are being integrated with online communication, as AI robots are introduced as new IPs in scenic areas, enhancing visitor experiences [2][6] - The "IP+" strategy is becoming a key approach for breaking through in cultural tourism, with Tongcheng Travel collaborating with major films and variety shows to create a marketing ecosystem [2][6] - The report also discusses the core values of the 2025 digital transformation trends in the Chinese hotel industry, including maturity index models and multi-dimensional performance insights [2][6]

Core Insights - The "2025 KOX Matrix Management White Paper" focuses on brand growth through a comprehensive marketing strategy, addressing challenges such as peak traffic dividends, scarce user attention, and rising trust costs [1][8] - The KOX Matrix solution consists of six components: KOB (Brand Official Matrix), KOL (Key Opinion Leader Matrix), KOC (Super User Matrix), KOD (Sales Store Matrix), KOS (Sales Employee Matrix), and KOE (Brand Employee Matrix), all working together to create a holistic marketing ecosystem [1][9] Group 1: Marketing Challenges - Brands face significant pressure to control costs and improve efficiency, with 75% of advertisers not planning to increase marketing budgets in 2024, and 54% expecting to reduce investments in 2025 [30][31] - The reliance on top-tier KOLs is decreasing, with a 9.8% increase in the number of campaigns involving lower-tier KOLs, while spending on top-tier KOLs has dropped by 6.5% [33][34] - Brands are struggling with a lack of diverse marketing strategies, leading to over-reliance on paid marketing, which is becoming increasingly costly and less effective [36][40] Group 2: KOX Matrix Strategy - The KOX Matrix aims to create a systematic approach to integrate various marketing roles and enhance collaboration across departments, addressing the challenges of fragmented strategies and organizational silos [49][51] - Each component of the KOX Matrix serves a specific purpose: KOB establishes authority, KOL expands influence, KOC drives trust, KOD creates experiential conversion spaces, KOS builds end-user trust, and KOE enhances brand warmth [55][56] - The matrix is designed to achieve dual growth in brand awareness and sales through a clear division of roles and a closed-loop design that emphasizes both user engagement and conversion [57] Group 3: Future Directions - The white paper outlines five future development directions for the KOX Matrix, including role diversification, industry MCN transformation, digital content centralization, deep localization, and organizational restructuring [24] - The focus is on adapting to the evolving digital landscape and enhancing the effectiveness of marketing strategies through continuous research and practical application [19][24]