情绪营销还对AI营销浪潮带来了助推。随着AI技术越来越成熟和持续赋能，以及国家相关部门持续出台行业政策及标准（如AI标识制度 等），让AI营销成为"新显学"，而无论是数字人技术还是智能营销体系，都可以帮助品牌和媒介平台更快速捕捉用户情绪、高效的占领 用户心智。 虚拟偶像方面，2025年1-11月份，言和、初音未来、洛天依牢牢占据内容互动量前三的位置；智能营销方面，从单点到跨OS、跨屏，基 于场景的千人千面触达正在改变营销模式；用户运营方面，基于对用户即时意图和情绪的理解，生成跨场景的营销内容体系，已经成为 可能，人群标签化运营体系正在被生成式用户运营体系取代！ 可以说，这场营销革命的大幕才刚刚拉开，接下来，随着AI技术的持续迭代，营销的内涵和外延将发生根本性的变化……具体各家表现 如何？不妨看报告吧。 今天给大家盘点一下2025年营销热点事件。QuestMobile数据显示，2025年可谓是营销"丰收年"，"情绪"成为核心生产力，用户情绪不仅 决定了诸多行业和产品走向（例如labubu的爆火），还构建起了融合"品牌心智占领"、"营销爆点频出"与"爆款产品销售"于一体的闭环体 系。 这不仅点燃了全年的消费热潮， ...

Core Insights - The article emphasizes the significant changes expected in the AI industry by 2026, driven by increased capital investment, systematic competition among models, and intensified competition in foundational applications [3] Group 1: Marketing Trends in 2025 - 2025 is projected to be a "harvest year" for marketing, with "emotion" becoming a core productivity driver influencing various industries and products [4] - The marketing landscape will see three major peaks: popular IP marketing from New Year's to Spring Festival, new product marketing from Labor Day to 618, and diverse marketing from Mid-Autumn Festival and National Day to Double 11 [4] - Emotional marketing will enhance brand connections by deeply exploring consumer emotional tags, leading to innovative collaborations like "Luckin Coffee X Line Dog" and "Morning Glory Stationery X 'Wang Wang Mountain Little Monster'" [4] Group 2: Industry Opportunities - Traditional industries such as food services and apparel will benefit from emotional marketing, with their respective co-branding marketing shares at 18.5% and 12.1% in 2025 [5] - AI marketing will gain momentum as AI technology matures, supported by government policies like the AI labeling system, making it a "new prominent field" [5] - Virtual idols will dominate content interaction, while intelligent marketing will evolve from single-point to cross-platform strategies, enhancing user engagement [5] Group 3: Brand Marketing Strategies - Brands will focus on diverse marketing strategies in 2025, balancing traditional methods with deeper AI marketing applications [9] - Key marketing nodes will include new product launches and public sentiment management, with content platforms playing a crucial role in brand communication [12][14] - Brands will increasingly align marketing efforts with holiday events, using emotional and AI marketing to convey brand values [19] Group 4: Co-branding and Emotional Marketing - Co-branding will thrive under the consumer logic of "buying for emotions," with brands leveraging deep understanding of consumer psychology and social emotions [24][26] - Brands will focus on aligning IP cultural cores with their value genes, creating fresh experiences that resonate with both IP and brand characteristics [28] - The overlap between mainstream IP users and core brand users will be emphasized to strengthen emotional connections [30] Group 5: AI Marketing Evolution - AI marketing will become a central topic in 2025, driving continuous optimization of marketing models [39] - The rise of AI virtual digital humans will shift from traditional models to AI-native entities, expanding their application across industries [43] - User operations will transition from segmented approaches to generative user management, enhancing marketing content across various scenarios [45] Group 6: Channel Marketing Dynamics - Online channels will see steady growth in traffic, with brands concentrating marketing resources on these channels [58] - Hard advertising will focus on e-commerce and live-streaming channels to shorten conversion paths [60] - The beauty industry will expand its offline channels, shifting marketing highlights from "flagship stores" to diverse concepts like "experience labs" [66]

上海最后一块"稻香"招牌被摘下，萦绕多年的港式早茶烟火气在城市街巷中彻底消散，这个陪伴许多人 成长的老牌茶楼，正式退出上海市场，至此，一线城市完成"清零"。 从许留山全面撤出，到稻香黯然退场，港台餐饮在一线城市的撤退潮愈演愈烈，这场味觉记忆的退场， 不是偶然，背后藏着餐饮行业的变革，也是消费市场迭代的必然结果。为什么风靡一时的老港式茶楼纷 纷遇冷？这场"撤退潮"释放了哪些行业洗牌的强烈信号？ （图片来源： 小红书） 老牌港式茶楼的"一线城市大撤退" 1、稻香闭店潮持续发酵 稻香的闭店并非突然爆发，而是持续蔓延的一场生存危机，根据官方信息，仅一年的时间，就陆续有11 家门店传出歇业的消息，门店遍布广州、惠州、上海等多个城市，其中广州的天河城店经营了20余年， 该门店被陶陶居甄选店取代。上海作为沿海一线城市，从不缺港式茶楼，但稻香仍选择放弃这一市场， 先后关闭了静安店、铁狮门店、绿地店这3家门店，在最后的时刻，也唯有以门店关闭为这场布局调整 划上句点，稻香从核心商圈到社区门店撤出市场的轨迹，似乎将如何存活的盲点摆在港式茶楼的面前。 （图片来源：小红书） 2、港台餐饮集体遇冷 稻香的离场只是港台餐饮集体遇冷的一个缩 ...

文章来源：广告狂人 营销正迎来历史性拐点。过去十年，品牌习惯于追着流量跑：投搜索、抢入口，争曝光。如今，人口红利见顶，社交媒体分层化、消费者价值观重塑，广告 轰炸在失效，品牌陷入"越投越慌"的增长焦虑。 但总有人先看到未来，一批聪明的品牌已经开始换一种玩法，他们不再争夺流量入口，而是选择融入生活的缝隙，在用户的真实场景中，提供恰到好处的价 值。这意味着，营销正从"广而告之"进入"万物皆为场"的全新纪元。 我们从今年众多案例中，梳理出场景革命的四大趋势，希望帮助更多品牌在这场必然的变革中重构与用户的连接。 趋势一 阿联酋航空与鲸鸿动能的合作则将重心落在了对旅行场景的深耕。它把旅行拆解成了多个触点场景：出发前打开手机，查天气，有智能卡推荐合适航班，查 攻略，有内容社区推荐真实的旅行体验分享；转向电脑，相关的新航线信息也正好弹出；当决定成行登机的那一刻，只需抬抬手腕就能登机。通过手机、电 脑、手表的无缝衔接，鲸鸿动能为阿联酋航空打造了从行前规划到飞行体验的全程陪伴体验。作为首批接入Harmony 5 的应用之一，阿联酋航空不仅能依托 鸿蒙生态的内容平台展开互动；也能让佩戴华为手表的用户，享受"抬腕登机"的便捷与仪式 ...

Core Insights - The appointment of Hong Zonghua as Vice President of Corporate Affairs for PepsiCo Asia Pacific marks a significant leadership change within the company, coinciding with a broader restructuring of its management team and a recovery in operational performance [1][4]. Group 1: Hong Zonghua's Background and Role - Hong Zonghua has a strong background in public relations and government relations, having worked for major companies like Walmart, Mars, Herbalife China, and Shui Jing Fang, where he held senior positions [2][3]. - His previous role at Shui Jing Fang involved managing government relations, corporate communication, social responsibility, and ESG strategy, contributing to the company's continuous revenue growth, which is projected to exceed 5 billion in 2024 [2][3]. Group 2: PepsiCo's Organizational Changes - PepsiCo has undergone significant structural changes in 2023, dividing its global operations into North America and International segments, with a focus on the Asia Pacific market [4][6]. - The company has seen multiple executive changes, including the appointment of new leaders for its food and beverage divisions, reflecting a strategic shift to enhance performance in a competitive market [4][6]. Group 3: Market Performance and Challenges - PepsiCo's performance in China has shown a mixed trend, with food business revenues experiencing low single-digit growth while beverage revenues faced a slight decline [6][7]. - The overall revenue growth in the Asia Pacific region for 2024 is projected at 1%, with food business sales increasing by 4% and beverage sales only growing by 1%, indicating a challenging market environment [6][7]. - Despite these challenges, there are signs of recovery in 2025, with a reported 4% increase in unit sales for the Asia Pacific food business in the first three quarters [7].

Core Viewpoint - The article discusses the strategic shift of Jiu Gui Jiu from a broad distribution model to a more focused approach, emphasizing high-value interactions with a select group of consumers through intimate marketing events like the "Master Banquet" [1][2]. Group 1: Circle "Slimming" - The "Master Banquet" held on October 20 is a tangible expression of Jiu Gui Jiu's strategy to slim down its target audience, focusing on high-net-worth individuals and local business leaders [1][4]. - Since May, the company has hosted 29 such events across various cities in Hunan, with each banquet typically accommodating 12 to 15 participants [1]. - This approach marks a departure from the previous expansive distribution model, which had led to increased complexity and inventory pressure [7]. Group 2: Marketing "Slimming" - Jiu Gui Jiu is shifting from mass marketing strategies to more targeted, scene-based marketing, focusing on specific events like weddings and graduation celebrations [9][12]. - The company has reported a 21% increase in sales for graduation banquets in Hunan, with a staggering 273% growth in the Xiangxi region [13]. - The marketing strategy now emphasizes local engagement and collaboration with community resources to enhance brand presence in specific social contexts [13][16]. Group 3: Product "Slimming" - The company is adjusting its product strategy by focusing on lower-priced and lower-alcohol products to cater to changing consumer preferences [17][19]. - Jiu Gui Jiu has introduced new products priced around 350 yuan and 200 yuan to address the demand for more affordable options [19]. - The company has streamlined its product line, reducing SKU numbers by approximately 50% and focusing on three core series: "Inner Reference," "Jiu Gui," and "Xiang Quan" [22].

Core Viewpoint - The launch of "Hachimi North-South Mung Bean Milk" by Joyoung has become a viral marketing success, driven by its unique packaging and naming, leading to significant sales and a surge in stock prices for Joyoung despite the product being unrelated to its core business of kitchen appliances [1][13][21]. Product Launch and Sales Performance - Joyoung's new product features a creative packaging design and is priced affordably at 29.9 yuan for 15 bags, resulting in over 10,000 orders within two hours and more than 100,000 units sold on Douyin, leading to a 45-day pre-sale period [1][13]. - The stock price of Joyoung surged to 11.06 yuan, hitting the daily limit, prompting the company to clarify that it does not produce food or beverage products [1][13]. Marketing Strategy and Consumer Engagement - The product's success is attributed to its emotional and symbolic value rather than its functional benefits, reflecting a trend where younger consumers are motivated by emotional resonance and cultural identity [13][21]. - The marketing strategy effectively tapped into the "Hachimi" meme culture, which has become a symbol of absurdity and rebellion, resonating with the target demographic [12][21]. Cultural Context and Meme Evolution - The term "Hachimi" originated from a Japanese anime and evolved into a meme associated with cats, leading to a wave of user-generated content and music that became popular on social media platforms [3][4][10]. - The combination of the "Hachimi" meme and the viral orange cat character created a new cultural phenomenon, further enhancing the product's appeal [10][12]. Consumer Behavior Insights - The phenomenon illustrates a shift in consumer behavior where individuals purchase products not solely for their utility but to express identity and engage with cultural trends [13][21]. - Joyoung's approach demonstrates the importance of aligning marketing strategies with the values and interests of younger consumers, fostering a sense of community and shared experience [15][21]. Conclusion - The success of "Hachimi North-South Mung Bean Milk" highlights the effectiveness of playful and culturally relevant marketing in capturing the attention of younger consumers, suggesting that brands can achieve unexpected success by embracing contemporary cultural narratives [21][22].

Core Viewpoint - Shengbeila has established a high-end ecological positioning in the postpartum care industry, benefiting from the global high-net-worth family's childbirth-related industry dividends as long as the company maintains its brand image and deepens community marketing [1] Summary by Sections Market Potential - The penetration rate of postpartum care centers is low, with only 6% in mainland China as of 2024, compared to 60% in South Korea and Taiwan, indicating significant room for growth [1] - The postpartum care market is segmented into high, medium, and low-end, with high-end centers targeting high-net-worth individuals and mid-range brands catering to a large middle-class population [1] Brand Positioning - Shengbeila has opened 113 stores globally, with 31 high-end locations in first-tier cities, establishing a leading high-end service image through innovative media channels [1] - The company plans to expand into markets such as Hong Kong, Singapore, Los Angeles, and New York, aiming to tap into overseas postpartum care market opportunities [1] Marketing Strategy - The company employs effective community marketing and social viral marketing, creating interactive scenarios with target customers, which enhances emotional value and matches the physiological and psychological needs of high-net-worth individuals [2] - This marketing model results in high customer referral rates and effective cost management, reducing reliance on traditional platforms [2] Operational Efficiency - Shengbeila benefits from a flexible booking and franchise model, allowing it to secure high rental discounts without the burden of vacancy rates, thus controlling rental expenses [2] - The management center model enables low-cost, low-risk market expansion, allowing the company to achieve higher gross margins than the industry average [2] Financial Projections - Revenue projections for 2025-2027 are estimated at 1.034 billion, 1.3 billion, and 1.556 billion yuan, with corresponding net profits of 372 million, 224 million, and 316 million yuan [2] - Adjusted net profits are expected to be 115 million, 254 million, and 331 million yuan, with price-to-earnings ratios of 29X, 13X, and 10X respectively [2] Valuation - The company’s reasonable market value is estimated at 5.8 billion HKD, corresponding to a stock price of 9.38 HKD, with a "buy" rating assigned [3]

Core Insights - The "Hurun Rich List" has been published for the 27th consecutive year, in collaboration with the sauce liquor brand "Hengchang Shaofang" for the sixth year [1] - Hengchang Shaofang is not a leading brand like Moutai or Wuliangye, raising questions about its continued association with a top wealth symbol [2] Company Background - Hengchang Shaofang was revitalized in 2017 when it was acquired by Deng Hong, who recognized the rising trend in the high-end sauce liquor market [2][5] - Deng Hong has extensive business experience, having invested in various sectors including exhibition and tourism [2] Financial Performance - Deng Hong ranks 443rd on the "2025 Hurun Rich List" with a wealth of 15 billion yuan [3] - Hengchang Shaofang's sales reached 15 billion yuan in 2021 and surpassed 20 billion yuan by the end of 2022 [9] Market Challenges - The sauce liquor industry is experiencing a downturn, with production capacity expected to decline by 13.33% in 2024 [12] - Hengchang Shaofang's pricing strategy has led to significant price drops, with its classic product's price falling to around 300 yuan on e-commerce platforms [12][13] Marketing and Branding Issues - The brand's marketing strategy has faced criticism for its attempts to associate itself with Moutai's history, which has led to legal issues regarding false advertising [20][22] - The brand has shifted its marketing focus from historical ties to Moutai to emphasizing "century-old craftsmanship" and "core production areas" [22] Strategic Adjustments - Hengchang Shaofang is exploring new strategies, including high-end customized products and collaborations with hotel groups to enhance its brand image [25][26] - Deng Hong has recently increased his public presence to support the brand, while his son Zhang Jiahao has taken over leadership amid industry challenges [28]

Group 1 - The event ChinaJoy 2025 showcased FFALCON Thunderbird and TCL Huaxing with the theme "Screen Defines Dimension, Passion Fully Open," highlighting their flagship product, the Thunderbird 32U8 gaming monitor, which resonated with the youth audience [1] - The presence of celebrity Wang Dongcheng, who engaged with fans and promoted the Thunderbirds 32U8 4K gaming monitor, exemplified the effective use of star power to connect with the Z-generation audience [2] - The immersive gaming experience at the Thunderbirds and Wangyu eSports area featured 10 Thunderbirds 27U9 monitors, enhancing player engagement through high refresh rates and real-time interaction, demonstrating a shift from technical specifications to experiential marketing [5] Group 2 - The Thunderbirds brand collaborated with major gaming companies like Tencent Games and Giant Network, effectively leveraging their platforms to enhance brand visibility and connect with core gaming needs [7] - The event has evolved beyond a simple gaming exhibition to become a cultural hub for youth, integrating gaming, anime, trendy toys, technology, and eSports, positioning Thunderbird strategically to capture the attention of the active Z-generation demographic [10]