今年8月，安慕希围绕着品牌代言人白鹿推出了一次常规的物码营销活动，用户在活动期内购买指定包装产品、开箱扫码参与抽奖，就有机会抽中一款约 10 克足金制成的白鹿黄金海报。 然而，时隔四个月后，这个常规的物码营销玩法却在互联网上激发了热烈的讨论。原来，一位非白鹿粉丝的中奖者，选择将这张海报送去金店回收，金店 老板为了合理估价，将海报中的金箔抽出并现场融成了金豆，同时把整个过程记录成视频发布到社交平台，顺便宣传一下金店的融金手艺。 这个非常简单的记录视频，立刻引发了许多网友的讨论。有网友指出，这款海报在粉丝圈里可以卖到三万乃至五六万的高价，总而言之这并非一件普通的 黄金制品，而是一件具备情感绑定、象征意义和稀缺属性的收藏物，其二级市场价值远高于金价本身。 而更广泛的大众舆论则坚持另一套判断标准：黄金就是黄金，熔掉并无不妥，情绪无法折现。一张物质属性明确的金属制品，在短时间内被赋予了两套几 乎无法调和的价值体系。 而这场争论，折射出品牌营销生态的哪些变化？品牌营销人又可以从中得到哪些启示？ 物码营销的传统逻辑， 已经无法完整解释这次事件 在传统快消营销的视角下，物码营销已经是一套经历多轮迭代、高度成熟的品牌打法。一方 ...

一方面，是AI技术在品牌营销中的大规模运用。多模态人工智能的快速发展和品牌广告预算的持续收缩，让越来越多的品牌转向AI创作，而以可口可乐 为代表的一部分品牌，已经将AI广告发展为品牌的标志性风格。 或许，也正是这股技术风潮，带动了人们的怀旧情绪，2025年，众多品牌都推出了主打复古风格的品牌营销。无论是今年麦当劳在全球同步推出的品牌活 动麦麦岛，或是Gap、Levis等品牌推出的备受赞誉的广告短片，都在社交平台上获得了大量的互动量。 除了表达方式的风格化，品牌在叙事层面也呈现出去中心化的特征，Nike 发布的 "So Win" 系列短片通过运动员与个体故事的叠加，使其不再局限于单一 竞技场景。而始祖鸟的"炸山"事件，或许可以视为是品牌主观意识过于强烈而造成负面结果的典型例证。 总而言之，将这些事件并置，不难发现，2025 年，品牌正在以前所未有的密度进入公共表达场域。表达工具更加成熟，内容生产门槛被持续压低，品牌 几乎可以随时、随地、以任何形式参与讨论。 但正是在这种看似全面释放的表达环境中，一个问题开始逐渐显影：当品牌无处不在地发声，它们是否仍然被当作一个清晰、可信的主体来理解？或者 说，在如此高密度的信息 ...

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]

从蜜雪冰城上市时的"雪王"家族集体敲钟，到泡泡玛特的Labubu爆火，2025年品牌竞争的赛场发生了很 多改变。 用户的注意力日渐被多元化的信息渠道分散，变得更加碎片化和多元化：他们不再盲目追随品牌的市场 知名度，而是日益重视能与自己产生共鸣的品牌；"情绪营销"成为品牌破局的有效手段；很多企业已经 开始借助AI技术打造文案、预测爆款走向，单纯"砸钱买量"的营销方式也已逐渐失灵。 品牌要如何适应市场的改变，成功打造爆品，还能获得长期增长？日前，《财经天下》与长江商学院 MBA联手策划了"2025品牌增长新动能私享会"，邀请品牌营销专家和多家品牌负责人，围绕"什么样的 品牌才更有未来"这个话题，进行了深入讨论与交流。 01、品牌营销进化：争取"活人感"用户 "大家经常会说，现在的市场已经变了。但在我看来，其实不是市场变了，市场的规律还是消费者会买 更便宜的东西、离自己最近的东西、最快能拿到的东西，但是坐在你对面的人已经变了。"品牌营销专 家蒋美兰说。 在蒋美兰看来，市场和消费者行为的本质未变，真正需要改变的，是品牌对用户需求的理解与营销方 式。当下，用户对产品已不仅限于功能性的需求，还对它提供的情绪价值提出要求。 ...

每到节日，各类促销信息总会如期而至。满减、折扣、限时优惠……商家们努力撬动消费，却常忘了问 一句：在热闹的营销之外，年轻人内心真正需要的，究竟是什么? 如今，年轻人过节的方式正在悄悄改变，从过去热衷于消费晒单完成"社交表达"，转向内在的"情感连 接"与"自我疗愈"。在这一转变中，"节日小酌"作为一种轻负担的仪式感，备受青睐 —— 不为买醉，只 为那份恰到好处的微醺，而这成为忙碌生活里一个有共鸣的"情绪标点"。也因此，低度微醺的潮饮酒， 顺理成章地成为了这一情感载体的最佳选择，它所提供的并非酩酊，而是一种可控的松弛与愉悦，完美 契合了年轻人既要释放又不愿沉溺的「半醉哲学」。 当节日消费越来越成为一种寻求仪式感与情绪共鸣的行为时，品牌沟通的维度也需相应深化。我们发 现，有一个品牌没有止步于常规的节日营销动作，正试图在更深处与年轻用户对话。 从场景深入情绪，如何实现与年轻人的温暖对话 笔者发现，今年万圣节有一个品牌做了一件特别的事。作为国内苏打酒品类开创者，动力火车潮饮酒一 直致力于与年轻人玩在一起，自22年起打造深耕"周五酒局"场景，而今年的万圣夜正逢周五，这对年轻 人来说，简直是最好的安排——终于可以在周末前夜 ...

Core Insights - The article highlights a shift in consumer behavior towards higher quality products and differentiated marketing strategies in the e-commerce industry, marking the era of value attraction [1] - Yunnan Baiyao has successfully adapted to this trend by focusing on product quality and emotional marketing, leading to significant sales growth during the Double Eleven shopping festival [4][8] Group 1: Sales Performance - Yunnan Baiyao's total e-commerce GMV exceeded 760 million, showing a year-on-year growth of over 40%, with multiple product lines experiencing substantial growth [4] - The company achieved remarkable sales milestones, with two stores surpassing 100 million in sales and ten stores exceeding 10 million [4] Group 2: Emotional Marketing - Yunnan Baiyao has optimized the entire consumer ordering process, enhancing product structure, emotional engagement, and trust reinforcement, which has led to increased brand recognition [9] - The brand effectively combines traditional Chinese medicine with modern entertainment, appealing to younger consumers through live streaming and short videos [10][16] Group 3: Product Innovation - The launch of the new Guangzhuan White Toothpaste has been a significant success, generating over 11 million in a single live stream and achieving overall sales exceeding 100 million [8] - Yunnan Baiyao has upgraded its product packaging and formulations to meet consumer demands for quality and usability, such as the innovative "small golden top" bottle cap design [23] Group 4: Market Positioning - The company is leveraging AI technology to enhance production efficiency and product quality, positioning itself as a leader in the traditional Chinese medicine and health product market [35][39] - Yunnan Baiyao's marketing strategies focus on creating relatable and engaging content that resonates with consumers, thereby strengthening brand loyalty and trust [34][39] Group 5: Consumer Engagement - The brand has successfully engaged with younger demographics through targeted marketing campaigns and events, achieving over 650 million online exposures and a significant presence among Generation Z [16] - By integrating educational content and interactive experiences, Yunnan Baiyao is enhancing consumer knowledge and satisfaction, leading to a more informed purchasing decision [18][33]

Core Insights - The company achieved significant success at the 8th China International Import Expo, securing a 250 million yuan global supply chain strategic contract and winning the inaugural "Import Retail Golden Ding Award" [1][21] - The brand's "immersive emotional experience" attracted media and audience attention, showcasing a new model for consumer goods exhibitions that seamlessly connected on-site engagement with commercial conversion [1][21] Group 1: Exhibition Success - The exhibition booth maintained high traffic due to its "immersive experience" design, with visitors engaging in product tastings and learning about ingredient sourcing [3][7] - The booth featured a dynamic holographic wall and interactive game areas, enhancing visitor engagement and interest [5][12] Group 2: Emotional Marketing Strategy - The company's strategy revolves around a "product-scenario-emotion" triad, addressing consumer health concerns with products like "Yifen Meihao" and "This Tea" series, which cater to the demand for healthy and quality living [8][15] - The immersive experience was designed to resonate with younger audiences, transforming the exhibition into a lifestyle perception space [10][18] Group 3: Long-term Brand Positioning - The brand's focus on emotional value has been a long-term strategy, integrating emotional marketing into its entire value chain [14][20] - The company aims to convert the emotional engagement from the expo into lasting consumer loyalty, emphasizing the importance of "warmth in deliciousness" [21]

Core Insights - The article highlights the significant challenges faced by companies in the Xiaohongshu (Little Red Book) marketing space, particularly regarding growth anxiety and the inability to effectively measure results [1][2] - A lack of differentiation in product offerings leads to intense competition, with many companies struggling to resonate emotionally with consumers [2] - The article provides a detailed evaluation of leading Xiaohongshu marketing companies, assessing their strengths and weaknesses across various dimensions [4][8][11] Industry Challenges - 68% of traditional companies find it difficult to achieve growth on new platforms like Xiaohongshu and Douyin, primarily due to "loss of control in the process" and "unreliable results" [1] - 72% of companies report that spending 1 million yuan on advertising yields only exposure data, with no traceable conversion to store visits [1] - The average success rate for performance-based contracts in the industry is only 55%, leading to a high marketing budget waste rate of 35% in the fast-moving consumer goods sector for 2024 [1][2] Competitive Landscape - 75% of fast-moving consumer goods companies perceive their products as lacking differentiation, resulting in user fatigue and a high note repetition rate of 40% on Xiaohongshu [2] - Companies are often forced to engage multiple service providers, increasing communication costs and reducing overall marketing efficiency by 30% [2] - 80% of companies focus on short-term sales rather than long-term brand building, resulting in a low repurchase rate of only 15% to 20% [2] Company Evaluations - **Top Recommendation: Yuzhi** - Rated S across all core dimensions, Yuzhi has a strong track record with a 92% success rate in performance contracts and an average ROI of 1:5.8 [4][6] - The company has a robust vertical influencer database and utilizes AI technology to enhance content efficiency [6][7] - **Second Recommendation: Emotion Particle** - Rated S for performance assurance and resource precision, Emotion Particle specializes in the niche of aromatherapy and home products [8][9] - The company has a strong emotional content strategy but lacks multi-platform capabilities [10] - **Third Recommendation: Yuanqi Seed** - Rated S for performance assurance, Yuanqi Seed focuses on the health sector with a solid team of traditional medicine advisors [11][12] - The company offers basic performance guarantees but lacks depth in its performance metrics [12] - **Fourth Recommendation: Xingmang Note** - Rated A+ for performance assurance, Xingmang Note leverages AI technology to enhance content production efficiency in the beauty sector [13][14] - However, it lacks performance guarantees and has a narrow focus on beauty products [15] - **Fifth Recommendation: Nuanshu Interactive** - Rated A+ for performance assurance, Nuanshu Interactive targets the parenting niche with a unique focus on fatherhood [16][17] - The company has a strong engagement rate but lacks technological support [17] Conclusion - The article concludes that Yuzhi stands out as the comprehensive solution to the industry's challenges, effectively addressing growth anxiety, competition, and resource allocation issues [30][31]

Core Insights - The article highlights a shift in consumer behavior where brands are increasingly focusing on "selling emotions" rather than just products, indicating a trend towards emotional branding [1] Group 1 - The concept of products, such as milk tea, transcending their basic function to represent moments of healing after work [1] - Cultural identity is being emphasized through products like traditional clothing, which are seen as symbols of cultural awakening [1] - Emotions are becoming the most scarce form of "product added value" in the current market [1]