Core Viewpoint - The article discusses the growth and trends in the Chinese internet advertising market for the first half of 2025, highlighting the impact of regulatory changes, technological advancements, and evolving marketing strategies on the industry [4][11][13]. Advertising Market Overview - The Chinese internet advertising market reached a scale of 359.85 billion in the first half of 2025, with a year-on-year growth of 5.6% [4]. - Major platforms such as Taobao, Douyin, and WeChat dominate the market, with market shares of 22.5%, 19.1%, and 10.8% respectively [4]. - Mobile devices account for 88.9% of advertising revenue, while OTT, smart hardware, and PC contribute 9% and 2.1% respectively [4]. Industry-Specific Advertising Investment - The beauty and personal care sector remains the most active, with an advertising investment of 72.45 billion, growing by 19% year-on-year [5]. - The apparel and food & beverage sectors follow, with investments of 20.23 billion and 17.32 billion, reflecting growth rates of 11.2% and 7.3% respectively [5]. - The mother and baby products sector saw a significant increase of 32.4%, reaching an investment of 13.26 billion, driven by national childcare subsidy policies [5]. - Conversely, sectors like home appliances, transportation, and IT electronics experienced declines in advertising investment, with decreases of 21.8%, 9.3%, and 7% respectively [5]. Marketing Trends and Strategies - The article emphasizes the importance of a combination marketing model that helps brands create a closed loop of "target audience - channel - content," enhancing conversion efficiency [4][58]. - The marketing landscape is shifting towards emotional marketing, which is becoming a key driver of consumer decision-making [82]. - Brands are increasingly focusing on integrating AI technologies into their marketing strategies, enhancing interaction and emotional resonance with consumers [92]. Media Channel Insights - The distribution of media traffic is relatively concentrated, with short video, e-commerce, and social media platforms being the primary advertising venues [17]. - The top three media platforms account for 50% of the market share, indicating growth potential for mid-tier and lower-tier media [19]. - Brands are adjusting their marketing investments based on industry dynamics, with a notable shift towards channel-based media for over 50% of advertising expenditures in sectors like beauty and home appliances [65]. Future Outlook - The article predicts that advertising resource allocation will continue to prioritize effectiveness and brand exposure, with a trend towards diversified exposure formats and integrated online-offline marketing strategies [78][80]. - The integration of AI in marketing is expected to become a new trend, with brands leveraging AI for enhanced consumer engagement and emotional connection [92].

Core Insights - Zhao Lusi's casual live stream on August 3 significantly impacted the consumer market, leading to a surge in sales for various products without any deliberate promotion [1] - The event highlighted the power of fan economy and public opinion dynamics, showcasing how a simple daily sharing can drive massive consumer engagement [1] Group 1: Live Stream Impact - Zhao Lusi's outfit and accessories became instant hits, with items like her hat selling out and her favorite noodle shop experiencing a dramatic increase in sales from an average of 50 orders to over 3000 [5] - The live stream was characterized by a lack of traditional sales tactics, as Zhao Lusi did not engage in any promotional activities, yet viewers spontaneously began searching for her style [5][6] - The event led to the depletion of stock for over ten products, with some stores halting orders due to overwhelming demand, demonstrating her genuine influence [5] Group 2: Emotional and Social Dynamics - The live stream occurred amidst Zhao Lusi's contract disputes and health concerns, prompting fans to support her through purchases, effectively turning consumer behavior into emotional backing [6] - There were mixed reactions from the public, with some praising her independent influence while others questioned the authenticity of her live stream given her recent health issues [8] - The success of the live stream was attributed to its authenticity, as it lacked commercial overtones, making it more relatable and stimulating consumer desire [8] Group 3: Market Implications - The event illustrated a shift in fan economy, where personal lives of celebrities become integral to their marketability, raising questions about the ethics of emotional marketing [8] - Zhao Lusi's ability to generate significant market activity without traditional advertising methods suggests a new trend in influencer marketing, focusing on authenticity over scripted promotions [8]

Group 1 - The core viewpoint emphasizes the importance of analyzing marketing trends and case studies to identify potential growth opportunities for brands in the second half of 2025 [1] - Six forward-looking marketing trends have been identified through the analysis of over a hundred cases, providing actionable insights for brands [1] - Emotional marketing has become a key driver of consumer behavior, with brands needing to integrate emotional elements into their strategies [2][4] Group 2 - LABUBU serves as a prime example of emotional marketing, resonating with young consumers by embracing a rebellious and non-conformist identity [4][7] - Emotional marketing is evolving towards more specific and precise expressions, with different emotions being assigned distinct meanings [4][7] - Brands are encouraged to adopt a long-term approach to emotional marketing, ensuring that emotional connections are deeply embedded in their brand identity [7] Group 3 - Brands are increasingly recognizing the need to return to the essence of marketing by focusing on quality content rather than short-term traffic [8] - Leveraging trending content can help brands establish emotional connections with consumers, transforming them from mere observers to active participants in cultural conversations [10] - Successful collaborations, such as the partnership between Mengniu and the animated film "Nezha," demonstrate the effectiveness of aligning brand values with popular cultural narratives [10][12] Group 4 - Long-form video content is gaining traction as a means to create deeper emotional connections with consumers, moving beyond traditional advertising methods [15] - Brands are utilizing long-form content to build a narrative that resonates with audiences, enhancing brand perception and loyalty [15] Group 5 - The concept of female empowerment in marketing is shifting from superficial representations to a deeper understanding of women's real needs and experiences [19][26] - Successful female-focused marketing campaigns are characterized by genuine empathy and respect for women's diverse roles and challenges in society [19][22] - Brands must elevate their narratives around women from mere commercial strategies to social responsibility practices to foster authentic emotional connections [23] Group 6 - The emergence of experiential marketing, exemplified by LV's "Louis Ship," highlights the importance of creating immersive brand experiences that resonate with consumers [27][29] - This trend reflects a broader consumer desire for emotional connections and meaningful interactions in physical spaces [31] - Brands are encouraged to craft their stories through experiential marketing, integrating their history and values into the consumer experience [31] Group 7 - Scene-based marketing is becoming a vital strategy for brands to connect with consumers by tapping into specific emotional needs and contexts [32][35] - Brands are increasingly recognizing the importance of predicting consumer scenarios and tailoring marketing activities to meet those needs [35] Group 8 - AI marketing is transforming the landscape by enhancing content production and user experience, with a significant penetration rate of 72% for AIGC in content creation [36] - Brands are exploring AI's potential to streamline marketing processes, from ideation to execution, creating a more efficient and engaging consumer experience [36][39] - The integration of AI in marketing is not just about technology but also about fostering long-term emotional trust with consumers [39]

Core Insights - The ice cream market is experiencing a competitive season with brands focusing on product innovation and scenario marketing rather than price wars [1][3] - FiveFeng's "Ice Cream Festival" in Chengdu marks a strategic entry into the Sichuan market, emphasizing brand awareness and consumer experience [1][9] Market Overview - Mainstream ice cream prices are cautious, with popular products priced around 5 yuan, while some special channels like tourist spots see prices between 8 to 10 yuan [3] - The market is characterized by intense competition among brands, with various promotional strategies being employed [5] Product Innovation - FiveFeng has launched several co-branded ice cream products, including beer-flavored ice cream in collaboration with Snow Beer, which has received positive feedback on social media [4] - The brand's innovative approach includes local flavors and unique experiences that resonate with regional consumers [14] Consumer Trends - A McKinsey report indicates that 64% of consumers prioritize emotional consumption, particularly among younger demographics [8] - Consumers are willing to pay a premium for emotional satisfaction rather than just product functionality [6][29] Marketing Strategy - FiveFeng's marketing strategy combines offline events with online promotion, achieving over a million exposures through a multi-channel approach [17][21] - The festival's design includes interactive experiences that enhance consumer engagement and brand recognition [11][23] Channel Development - The festival aims to drive channel expansion by engaging local distributors and retailers, showcasing the brand's market potential [26] - The initiative fosters collaboration with distributors, enhancing their confidence in the brand's growth prospects [29] Social Responsibility - FiveFeng's activities include distributing free ice cream to workers in high-temperature jobs, reinforcing the brand's commitment to social responsibility [24][27] - This approach not only builds brand credibility but also connects emotionally with the community [27]

Core Insights - The article discusses the success of Blooming Jelly, a swimwear brand from Shenzhen, on TikTok Shop, highlighting its unique marketing strategy focused on emotional value rather than just product sales [4][5]. Group 1: Brand Strategy - Blooming Jelly emphasizes the concept of "Dressing for Yourself," catering to diverse body types and age groups, allowing women to express their individuality through swimwear [7][13]. - The brand has identified a growing trend among American consumers to embrace body positivity, leading to a market for plus-size swimwear [7][8]. - TikTok serves as an effective platform for Blooming Jelly to showcase its brand culture, with influencers demonstrating how the swimwear alleviates body image concerns [8][9]. Group 2: Influencer Marketing - Blooming Jelly collaborates with a mix of top-tier and mid-tier influencers, with 76.01% of sales driven by influencer partnerships and 74.64% of transactions occurring through video marketing [11][12]. - The brand's strategy includes working with influencers from diverse backgrounds to reach various target demographics, including Spanish-speaking communities [12][15]. - Notable influencers like @myriam gets healthy and @AMBER PATTERSON have significantly contributed to sales, with the former generating $93,600 in sales through effective content [8][11]. Group 3: Seasonal Marketing - The North American swimwear market is projected to grow at a CAGR of 4.9% from 2019 to 2025, with peak consumer interest occurring from May to July [17]. - Blooming Jelly capitalizes on seasonal trends by launching promotional campaigns, such as a large advertisement in Miami and participating in TikTok's Super Brand Day, resulting in substantial sales increases [18][19]. - During the Super Brand Day, Blooming Jelly achieved a sales spike from $42,000 to $144,000, showcasing the effectiveness of their marketing strategies [19][21].

Group 1 - The core viewpoint of the article highlights the unexpected success of a grassroots influencer, Li Baobao, who achieved over 1.5 billion in sales through two live-streaming sessions on Douyin during the 618 shopping festival, showcasing the potential of live commerce [4][10][11] - Li Baobao's first live stream generated over 1 billion in sales, while the second session brought in an estimated 500 to 700 million, with an average viewership of 15.58 million [8][9][10] - The article emphasizes the importance of aligning product selection with the audience's demographics, noting that 65% of Li Baobao's products were in beauty and personal care, appealing to a primarily female audience aged 31-40 [13][16] Group 2 - The success of Li Baobao is attributed to the "Dong Yanying effect," where Dong Yanying, a leading Douyin influencer, created a family-style live commerce team, including Li Baobao, which has proven effective in driving sales [18][32] - The live stream's success was strategically planned around Li Baobao's wedding, leveraging emotional storytelling and family narratives to enhance viewer engagement and trust [22][25][28] - The article discusses the shift in live commerce dynamics, indicating that the era of merely attracting attention for sales is ending, with platforms like Douyin emphasizing the need for quality content and sustainable engagement [35][36][49] Group 3 - Douyin is tightening regulations on live commerce, focusing on consumer protection and penalizing influencers for false advertising, which could significantly impact those relying on emotional marketing tactics [38][42][44] - The platform's new policies aim to foster a fair competition environment, indicating that influencers must maintain authenticity and quality to sustain their presence and support from the platform [46][50] - The article concludes that the future of live commerce lies in building trust and long-term relationships with consumers, rather than achieving short-term sales spikes, highlighting the need for influencers to adapt to these evolving standards [51][52]

Group 1 - The endorsement marketing market is showing signs of recovery in the first five months of 2025, with a 5.4% year-on-year increase in the number of endorsers and a 1.4% increase in the number of brands [1][15][16] - The beauty and skincare industry leads with 590 official endorsers, marking a 34.9% year-on-year growth, while the commercial/service sector sees the highest growth rate at 38.5% [1][15] - Brands are increasingly favoring mid-tier and lower-tier celebrities, with the proportion of B and C-list stars rising by 7.8% year-on-year, and more brands are building endorser matrices, with a 5.3% increase in brands announcing two or more endorsers [1][37][39] Group 2 - In the entertainment sector, popular works significantly boost commercial value, with top stars like Xiao Zhan, Bai Lu, and Dilireba leading the rankings due to their ongoing hit series [2][13] - Sports stars, particularly top athletes, have seen a 100% year-on-year increase in endorsement numbers, despite a 31% decline overall in non-Olympic years [2][24][29] - Emotional marketing strategies are emerging, including emotional resonance marketing and nostalgia-driven campaigns, which resonate well with younger audiences [3][4] Group 3 - The Lunar New Year has led to a surge in short-term endorsements for stars like Zhao Yazhi and Ye Tong, reflecting the seasonal connection between traditional culture and endorsement marketing [3][32] - The endorsement market is becoming more diversified, with brands focusing on emotional resonance and precise audience targeting to enhance marketing effectiveness [3][4] - The rise of short drama actors as new influencers is notable, with over 15 brands collaborating with them in the first five months of 2025 [40][42]

Core Insights - The article highlights the innovative marketing strategies of Guangzhou Impact Advertising Co., led by founder Huang Yifei, who emphasizes the importance of emotional engagement in marketing [1][11] - Huang Yifei, born in 1995, identifies the gap between traditional advertising and the younger generation, leading to the establishment of his company in 2021 [1][11] Group 1: Marketing Philosophy - Huang Yifei believes that the key advantage of Gen Z entrepreneurs is their ability to "naturally break boundaries" in marketing [1] - The company's name, "Impact," reflects its marketing philosophy of creating strong emotional "impacts" rather than subtle influences [1] - In an era of information overload, the company aims to create high-intensity marketing stimuli to capture attention [1] Group 2: Expanding Marketing Scenarios - Huang defines marketing scenarios as every moment where user attention is captured, not limited to physical advertising spaces [3] - Successful campaigns include a collaborative project in Chengdu that revitalized an old courtyard, integrating local culture and community engagement [3] Group 3: Cross-Industry Collaborations - The collaboration between KFC and Little Swan showcases a creative marketing approach that addresses the needs of young families [5] - The partnership effectively combines the strengths of both brands to resonate with the "lazy economy" and "quality living" trends [5] Group 4: Emotional Marketing Techniques - Huang emphasizes that successful marketing is fundamentally about winning over emotions [9] - The company has developed a three-layer operational system to amplify user emotions, as demonstrated in a public welfare project for children in rural areas [9] Group 5: Future of Marketing with AI - Huang expresses a forward-thinking perspective on the role of AI in marketing, viewing it as a reconstruction of marketing logic rather than just a tool upgrade [10] - The company is developing an "emotional computing engine" to analyze social media data for identifying emotional triggers [10] Group 6: Redefining Influence - Huang is redefining how influence is generated in marketing, focusing on deep emotional resonance rather than broad coverage [11] - The company is exploring the integration of AR interactions into everyday life, demonstrating adaptability in a rapidly changing marketing landscape [11]

Group 1 - The article discusses the evolution of consumer identity from "visible" individuals in local communities to "invisible" consumers in a mass society, emphasizing the need for brands to connect with consumers on a personal level [1] - It highlights the challenge brands face in understanding today's diverse and rapidly changing young consumers, suggesting that brands must adopt a more relatable and empathetic approach [2] Group 2 - Yuanqi Forest's campaign "Young is Sparkling" encourages young people to express their individuality and emotions, contrasting the traditional notion of being calm like water with being dynamic like sparkling water [3][4] - The campaign uses sound as a medium to resonate with young people's emotions, showcasing their desire to express themselves and break free from societal constraints [5][6] Group 3 - Meituan's "Go Classy" campaign reinterprets workplace jargon in a humorous way, connecting with consumers' feelings about work-life balance during holidays [10][12] - The campaign effectively combines humor with promotional content, allowing for a seamless integration of brand messaging without feeling forced [15][16] Group 4 - Sgato's marketing strategy focuses on abstract concepts and relatable humor, utilizing a catchy phrase structure to engage younger audiences [19][21] - The brand is expanding its casual footwear line, responding to changing consumer preferences for comfort and versatility in fashion [22][23]

Core Viewpoint - SK-II successfully leveraged the emotional marketing strategy around the 520 event, enhancing its position as a leader in the beauty gifting market through a collaboration with the popular band Mayday, which resonated deeply with consumers and fans alike [2][12][26]. Marketing Strategy - The campaign titled "Love Only for You, Heartbeat as Before" utilized Mayday's classic song "I Fell in Love Again," which has been popular for nearly 20 years, to evoke strong emotional responses and memories related to love among consumers [3][7]. - The marketing strategy focused on creating a "dopamine bomb" effect, engaging consumers in a nostalgic and emotional experience that encouraged them to express their feelings [3][9]. Social Media Impact - The campaign generated significant social media engagement, with the hashtag MaydaySaysYouAreTheOnlyOne reaching over 18 million views and discussions exceeding 200,000, while SK-II's related topic garnered over 40 million views [4][11]. - The emotional resonance of Mayday's music allowed the campaign to transcend traditional marketing, creating a broad appeal across various demographics [7][19]. Product Offering - SK-II introduced a special "Heartfelt Customization" gift box that included personalized engraving options, enhancing the emotional value of the gift and making it a lasting keepsake rather than just a seasonal product [9][11]. - The design of the gift box, featuring layered heart shapes, symbolized the deepening of love over time, aligning with the campaign's emotional narrative [9][11]. Consumer Engagement - The campaign successfully expanded the concept of love beyond romantic relationships, with consumers expressing affection towards friends and family, thus broadening the target audience [11][12]. - Prior to the official launch, there was a DIY trend where consumers created their own versions of the SK-II product, further amplifying the campaign's reach and engagement on social media [11][12]. Brand Positioning - SK-II's approach to the 520 event was characterized by a focus on emotional value rather than aggressive marketing tactics, positioning the brand as a thoughtful and genuine player in the beauty industry [11][23]. - The brand's long-term commitment to emotional communication has established a strong connection with consumers, allowing it to maintain relevance and resonance in a competitive market [25][26]. Market Performance - SK-II reported a 5% growth in sales in the Greater China region for 2024, demonstrating resilience in a challenging high-end beauty market [26]. - The brand's innovative marketing strategies and emotional engagement have contributed to its sustained performance, even amidst broader industry pressures [26].