Core Insights - The trend of Chinese brands going global is accelerating, with the top 100 overseas brands generating a total revenue of 11 trillion yuan, accounting for 24.08% of total revenue [1] - The marketing landscape for these brands is undergoing significant changes due to rising emotional demands, shifts in media communication, tariff-induced market risks, and intensified competition in overseas markets [1] - Brands are increasingly focusing on local resonance and deeper connections with consumers, moving from a sales-driven approach to more complex and nuanced marketing strategies [4][5] Group 1: Emotional Marketing and Local Resonance - The concept of "emotion" is becoming a key focus for brands in 2025, with significant revenue growth reported by brands like Labubu and Shanghai Kale's Pokémon card series [2] - Brands are recognizing the importance of local resonance to meet complex consumer demands, leading to a shift towards a healthier marketing ecosystem that emphasizes long-term strategic partnerships [5][6] Group 2: Partner Marketing and Collaboration - Brands are actively restructuring their partner matrices, with an average of three to four different types of partners, focusing on integrated multi-channel alliance strategies [7] - The loyalty and rewards platforms are among the most popular types of partners, indicating a trend towards enhancing customer lifetime value [7] Group 3: Impact of Tariffs and Market Adjustments - Tariff wars have forced companies to adjust their overseas market strategies, with a notable decline in exports to the U.S. and a shift towards emerging markets in the Middle East, Japan, South Korea, and Latin America [9] - Brands are required to implement deep localization strategies to effectively collaborate and find new opportunities in non-typical markets [10] Group 4: AI Integration in Marketing - 2025 marks a significant year for the integration of AI in brand marketing, with AI enhancing content production efficiency by five times and improving conversion rates by 30% [25] - Brands are increasingly utilizing AI tools for project management, personalized recommendations, and overcoming technical barriers in data tracking and analysis [28][31] Group 5: Content Creation and Influencer Marketing - The quality of content and creative expression is becoming paramount, with 59% of brands planning to allocate a significant portion of their partner marketing budget to content creators [15][18] - Influencer marketing is recognized as a key driver in video content production, allowing brands to adapt quickly to marketing trends without extensive internal resource investment [20] Group 6: Long-term Value and Customer Engagement - Brands are shifting their focus from short-term sales to high-value customer engagement, emphasizing the importance of understanding and optimizing marketing effectiveness [33]