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]

今天分享的是：2025年KOX立体矩阵经营白皮书 报告共计：77页 ZHIJIA DTC 牟家和 知家DTC创始人兼CEO 过去十年,营销行业经历了前所未有的变革。Al、大数据等技术不断拓宽营销边界;而 流量红利见顶、用户注意力稀缺、信任成本攀升，也让行业深陷"内卷与不确定性"。时 代洪流中,一个根本性问题愈发凸显:品牌究竟该相信什么、坚持什么?才能在多变环 境中找到一条可持续、可复制的清晰增长路径? 《2025年KOX立体矩阵经营白皮书》由知家DTC研究院出品，聚焦品牌全域"品效销"增长，提出KOX立体矩阵解决方案，以 应对当前营销行业流量红利见顶、用户注意力稀缺、信任成本攀升等痛点。白皮书先剖析品牌营销痛点，包括降本增效下费 效比管控压力大（2024年75%广告主不增营销预算，2025年54%预期减少投资，腰尾部KOL投放占比提升）、营销手段单一 （过度依赖付费营销，KOL采买价格上涨，2024年综合涨幅13.16%）、协同营销面临组织与策略困境（部门信息割裂、缺乏 系统方法论），进而提出KOX立体矩阵破局，该矩阵由KOB（品牌官方矩阵，奠定权威信任）、KOL（意见领袖矩阵，扩圈 影响）、KOC（超级用户 ...