证券日报网讯1月9日，四川美丰（000731）在互动平台回答投资者提问时表示，公司高度重视品牌资产 的清晰与独特性，并将其视为核心无形资产。 ...

Core Viewpoint - The company emphasizes the importance of building brand strength and consumer connection during challenging times in the wine industry, advocating for a transformation into a lifestyle that resonates with consumers [1][4]. Group 1: Brand and Product Development - The company is recognized as a significant force in the Chinese wine industry, focusing on the unique characteristics of the Tianshan terroir to create "Chinese flavor" wines [4]. - The company has a commitment to ecological protection and "zero pollution" cultivation methods, ensuring that every bottle of wine reflects the essence of Xinjiang's terroir [5]. - The company has developed a range of innovative products, including dry red, dry white, sweet white, and distilled wines, continuously upgrading quality and individuality over its 28-year history [5]. Group 2: Research and Quality Control - The company has established four national and seven provincial research platforms, contributing to the formulation of national standards and securing 11 authorized patents, which provide scientific and technical support for wine production [6]. - The company believes that maintaining stable product quality and transitioning from quality advantages to brand advantages is essential for realizing the long-term value of wine terroir [7]. Group 3: Market Strategy and Consumer Engagement - The company has conducted extensive research on the Manas small wine region, identifying five grape varieties suitable for local cultivation and producing five mid-to-high-end products through innovative techniques [8]. - The company aims to translate professional value into consumer-friendly language, enhancing brand recognition and cultural confidence in Chinese wine [8]. - The company is addressing the dual trends of "high cost-performance" and "premiumization" by launching affordable wine products and integrating them into diverse lifestyle scenarios [9]. Group 4: Crisis Management and Future Outlook - The wine industry is facing significant challenges, including declining consumer demand and inventory issues, prompting the company to focus on reducing excess capacity and optimizing its product matrix [10]. - The company has shifted its sales strategy towards e-commerce and direct-to-consumer models, resulting in a 4.05% increase in total revenue and a significant rise in online sales by 356.28% in the first half of the year [10]. - The company emphasizes the importance of long-term strategic patience in managing a business that requires a minimum of five years from grape planting to market [11].

00 - 60 /9 / Q 中信尼雅伊犁河谷生态产区 ◎记者 于瑶 葡萄酒不仅是杯中佳酿，更承载着文明交响与风土记忆。中信尼雅凭借着对天山风土的不懈探索，追 寻"中国风味"的特色酿造，成为引领中国葡萄酒产业发展的重要力量。面对行业整体承压，这个28年 的"老品牌"，以"瘦身健体"求解"杯中之困"，用"战略耐心"铸造破局之钥。 "越是寒冬，越要蓄力。"近日，在与上海证券报记者面对面交流时，中信尼雅董事长王毅表示，不仅要 以"静气"涵养品牌与风土表达，更要转化为可感知的生活方式，让消费者开启与葡萄酒的深度共鸣，厚 植未来发展的最大"底气"。 酿好酒也要"酿品牌" 尼雅，原是一个地处塔克拉玛干沙漠腹地的西域古国，两千年前，因精湛的葡萄种植与酿酒技艺闻名于 古丝绸之路，被誉为中国葡萄酒文明的发源地。承载着丝路文明与东方酿造的智慧交融，中信尼雅不断 探寻天山脚下这片土地所赋予葡萄酒的独特品格，努力求索这一古老产区的全面觉醒。 "富含矿物质的砾石沙壤土、2800小时的年日照量、天山冰川融水的灌溉，以及极低的降雨量和显著的 昼夜温差，都为酿造高品质的葡萄酒提供了绝佳禀赋。"王毅说，中信尼雅拥有的新疆天山北麓和伊犁 河谷两 ...

来源：环球网 艾加营销集团元力科技AI战略官何骁军将视角转向AI浪潮下的"品牌基建"，"AI时代需要全新的品牌基 建——将品牌深度植入AI内容语料体系，让AI真正理解品牌价值，使其在大模型训练阶段就成为搜 索、引用中的可信赖来源。新链路的诞生，正催生着适配时代的新品牌形态。" 正高级经济师、锦坤品牌创始人、上海品牌委秘书长石章强则进一步讨论从"流量"转向"留量"的必然 性。"互联网与人工智能颠覆了诸多领域，却从未改变品牌与用户'连接'的本质——它们仅重塑了连接 的效率、载体、手段与方式。唯有厘清其中的变与不变，才能真正锚定核心。" 当前，品牌营销行业正处在一个新的交汇口：一边是流量体系的加速成熟与成本高企，一边是品牌资产 被重新唤醒、长期主义再次成为讨论焦点。12月10日，由中国广告协会指导，《经济观察报》联合香港 管理专业协会主办，《现代广告》杂志协办的2024-2025年度营响大会暨第二十三届杰出品牌营销年会 在北京举行，大会主题为"品牌经济与流量经济的碰撞"，探讨品牌经济与流量经济之间出现的新张力。 活动汇聚品牌方、行业机构与营销平台，共同寻找下一阶段的增长方法论。 中国广告协会会长、国际广告协会全球副 ...

Core Insights - The incident involving the self-portrait brand's live stream event has prompted the company to reflect on its operational processes and execution details, acknowledging significant shortcomings in event management [2] - Self-portrait has established a systematic approach to marketing in China, utilizing a mix of high-profile celebrities and influencers to create a cascading effect of brand exposure [6][10] - Despite the increased visibility from the live stream incident, there is concern about whether this controversial exposure will translate into brand equity, as the focus shifted away from the product and brand narrative [10] Group 1: Brand Performance - Self-portrait's revenue reached 285 million yuan, making it the fastest-growing brand under the company as of the 2025 mid-year report [6] - As of the third quarter of 2025, self-portrait has opened 76 direct stores in China, indicating a strong retail presence [6] Group 2: Marketing Strategy - The brand's marketing strategy involves leveraging celebrity endorsements as "traffic anchors" and then expanding reach through smaller influencers, creating a high-frequency communication cycle [6][10] - The recent live stream was part of a broader promotional strategy, which included various celebrity appearances to generate buzz around new product launches [8] Group 3: Industry Context - The fashion industry, particularly mid-range women's apparel, is facing revenue and profit pressures due to macroeconomic fluctuations, leading to reduced advertising and endorsement spending [10][12] - There is a shift in consumer preferences among middle-class women in first-tier cities towards more practical and elegant brands, posing challenges for brands like self-portrait that are associated with "ceremonial dressing" [12][13] - Despite challenges, established brands like self-portrait maintain a solid customer base in lower-tier markets, catering to social display needs [12] Group 4: Brand Challenges - The brand's reliance on celebrity-driven exposure may create instability, especially when product quality and commercial logic do not align with fast-paced marketing strategies [13] - The current economic environment has led consumers to seek more affordable alternatives, impacting the sales of mid-range brands like self-portrait [13]

Core Insights - Halloween serves as a prime marketing opportunity for brands, leveraging social media and influencer marketing to create buzz, but sustainable brand value requires long-term strategies beyond short-term exposure [1] Group 1: Long-term Marketing Strategy - Brands should view Halloween marketing as part of an annual narrative rather than a one-time event, integrating holiday themes with brand values [3] - A layered approach to the marketing cycle is essential, including pre-event buildup, peak engagement during the holiday, and post-event user-generated content (UGC) sharing [3] - Multi-stage influencer strategies should be employed, utilizing top influencers for initial buzz, mid-tier influencers for spreading heat, and everyday users for ongoing interaction [3] Group 2: UGC Potential and Engagement - Encouraging user participation in content creation is crucial for maintaining brand momentum, with simple and entertaining challenges like "HalloweenGlowUp" to generate UGC [5] - Custom filters and virtual assets on platforms like TikTok and Instagram can create lasting brand visibility, allowing users to incorporate brand elements into their everyday content [5] - Incentives such as creative video contests and random user rewards can sustain engagement and keep the brand within social conversations [5] Group 3: Brand Asset Accumulation - Collaborations with influencers should extend beyond short-term exposure to build a long-term content ecosystem, including limited edition products and behind-the-scenes stories [7] - A content co-creation system with influencers can ensure that brand messaging continues beyond the holiday context, fostering ongoing consumer engagement [7] - Relationships established during holiday marketing can evolve into creator programs, enabling consistent content collaboration and community building [7] Group 4: Brand Recognition and Emotional Connection - Short-term visual impact can attract attention, but lasting brand value is derived from long-term user recognition and emotional resonance [9] - Establishing a long-term topic pool from holiday activities can help brands maintain relevance in future seasonal campaigns [11] - Collecting and showcasing user stories and feedback can enhance community interaction and brand loyalty [11] - Continuous updates and interactions can help brands maintain algorithmic visibility, creating lasting brand memory assets [11] Conclusion - Halloween influencer marketing should not be limited to short-term excitement but should be viewed as an opportunity for brands to build long-term communication and emotional assets, leveraging strategic planning, UGC-friendly designs, ongoing content co-creation, and community engagement to enhance brand loyalty and influence [12]

Core Insights - The company has experienced strong demand for its products, which aligns with initial expectations [1] - The company holds a leadership position in attractive markets, supported by strong brand equity and effective commercial execution [2]

Core Insights - Trademark management systems are essential for protecting brand assets and enhancing competitive advantage [1][3] - These systems provide risk prevention features by monitoring trademark data to identify potential infringements and alerting companies to possible trademark registration risks [1] - The systems also establish standardized usage guidelines for trademarks, ensuring consistency across all marketing and branding efforts [3] - Regular evaluations of trademark value based on market recognition and usage help companies adjust brand strategies to maximize commercial impact [3] Group 1 - Trademark management systems act as guardians of brand assets, enhancing corporate competitiveness [1] - The systems enable precise risk prevention by monitoring for similar trademarks and issuing alerts for potential infringements [1] - Companies can take proactive measures to protect their trademarks from malicious attacks [1] Group 2 - The systems provide detailed trademark usage guidelines to ensure uniformity across all departments and marketing channels [3] - Consistent presentation of trademarks strengthens brand recognition and customer loyalty [3] - Trademark management systems facilitate the assessment and enhancement of trademark value, guiding strategic investments and partnerships [3]

Group 1 - The core idea of the article is that brand equity is shifting from being controlled by companies to being co-created by users, highlighting the importance of user-generated content (UGC) in modern marketing strategies [4][30][32] - Traditional brand equity was built through a top-down approach, focusing on logos, slogans, and advertisements, while the new paradigm emphasizes user-led creation and interaction [8][10][12] - Companies like Alibaba and ByteDance have recognized this shift, promoting concepts like "consumer assets" and "community assets" to engage users in the brand-building process [4][8][30] Group 2 - User-generated content (UGC) enhances authenticity and credibility, as consumers trust peer recommendations over polished advertisements [10][11] - UGC fosters stronger engagement and loyalty, as users feel a sense of ownership and connection to the brand when they contribute creatively [12][13] - The ability of UGC to expand brand meanings and interpretations allows for a richer and more diverse brand narrative [14][15] Group 3 - UGC spreads rapidly and widely due to its decentralized nature, leading to viral marketing effects that traditional advertising struggles to achieve [18][21] - Successful UGC marketing can significantly reduce costs, as brands can leverage user creativity without extensive advertising budgets [21][30] - Brands must adapt to this new landscape by embracing user creativity, engaging in two-way communication, and allowing for organic content creation [22][29][30] Group 4 - Companies should cultivate a long-term dialogue with users, treating them as partners in the brand development process [29][30] - The role of brand managers is evolving to focus on community engagement and ecosystem maintenance rather than solely on advertising [31][32] - The measurement of brand equity is transitioning from static metrics to dynamic indicators of user participation and community resilience [32][33]

Core Insights - The tea beverage industry has experienced a significant surge in demand since July, driven by external subsidies and promotional activities, leading to record-breaking sales for many brands [1][2][4] - Smaller and regional brands have capitalized on this opportunity, achieving substantial growth and visibility in a competitive market [2][4][6] Group 1: Market Dynamics - The launch of a 500 billion yuan consumption voucher by Taobao has sparked an "external delivery war," resulting in unprecedented sales for the ready-to-drink tea industry [2][4] - Many stores are reporting daily orders in the thousands, reminiscent of the industry's peak five years ago, with some brands seeing order increases of over 200% [4][6] Group 2: Brand Performance - Local brands like Yongmin Handmade and Guizhou's Tea Mountain have seen their revenues double, while brands like Tea Talk have reported a 175% increase in daily orders [4][6] - The influx of new customers has been significant, with over 60% of orders for some brands coming from first-time buyers, indicating a successful customer acquisition strategy [10][12] Group 3: Competitive Landscape - The current market environment has allowed smaller brands to gain visibility and establish a foothold in the market, with many achieving record sales and brand recognition [12][19] - The competition has shifted from primarily head brands to include a diverse range of regional and smaller brands, benefiting from the shared flow of customers [8][19] Group 4: Operational Efficiency - Many brands have undergone a "stress test" due to the surge in orders, prompting improvements in supply chain management and operational efficiency [16][18] - The ability to handle increased demand has led to enhanced service capabilities and reduced customer wait times, showcasing the adaptability of these brands [18][22] Group 5: Long-term Implications - The current promotional activities are seen as a catalyst for long-term brand growth, with the potential to reshape product offerings and profitability models in the tea beverage sector [23] - The challenge for brands will be to convert price-sensitive customers into loyal patrons post-subsidy, emphasizing the importance of product innovation and brand identity [21][23]