数智升维

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每经热评丨和时代一起升维 为价值向上共振
Mei Ri Jing Ji Xin Wen· 2025-05-08 17:14
Core Insights - The era of digital intelligence and full videoization is transforming traditional brand rules, with 83% of traditional enterprises experiencing "creative destruction" due to AI technology, and 92% planning to increase AI investments within three years [1] Group 1: Product Dimension - Digital intelligence is reconstructing the value creation chain, enhancing production efficiency and fundamentally changing the relationship between brands and consumers, who are now active participants in product development [2] - Brands can achieve personalized delivery through deep data analysis, catering to unique consumer needs, exemplified by smart home brands optimizing products based on user data [2] Group 2: Content Dimension - AI-generated content is reshaping narrative logic, transitioning from one-way output to dynamic co-creation between brands and consumers, with a focus on building value recognition [3] - Brands must create immersive experiences rather than merely conveying information, as seen in a beauty brand that engages users in co-creating short video content [3] Group 3: Channel Dimension - The integration of all touchpoints redefines the "people-goods-field" relationship, emphasizing scenario penetration over traditional channel competition [3] - Retail brands are providing seamless shopping experiences through online and offline integration, enhancing consumer understanding and recognition of brand culture [3] Group 4: Communication Dimension - Intelligent algorithms are transforming communication models from broad, indiscriminate advertising to precise, value-driven dissemination [4] - Brands can penetrate consumer decision-making processes at critical points through personalized content delivery based on user behavior [4] Group 5: Future Outlook - The evolution of brands is not merely a technical accumulation but a value reconstruction based on brand DNA, with brands becoming dynamic ecosystems rather than static symbols [4] - The rapid evolution of brands follows a "Moore's Law" pattern, where the speed of brand evolution accelerates alongside AI advancements [4] - Brands that integrate digital intelligence into their core will seize market opportunities in this transformative wave [4] Group 6: Human-Centric Approach - Despite technological advancements, the core of brand value remains human-centric, emphasizing the importance of empathy and care in brand evolution [5] - The journey of digital intelligence elevation is a new starting point for sustainable brand development, focusing on resonance with consumer values [6] - Brands must harmonize commercial and social values, leveraging algorithms to convey warmth and integrating technology with humanistic elements [6]
第九个中国品牌日前夕,去上海聆听一场品牌共振的头脑风暴
Mei Ri Jing Ji Xin Wen· 2025-05-07 09:35
Group 1 - The core theme of the upcoming event is "Digital Intelligence Elevation and Brand Resonance," focusing on the new trends and paths for brand development driven by technology [1][4] - The event will feature discussions among economists, brand experts, and executives from nearly 200 listed companies, highlighting the importance of AI and digital transformation in brand strategy [1][4][6] Group 2 - The "China Listed Companies Brand Value List" for this year showcases new characteristics and trends, with "Digital Intelligence Elevation" emerging as a potential keyword [4] - AI is reshaping the core logic of brand building, enabling brands to gain precise insights into consumer needs and enhance competitiveness through data-driven and intelligent tools [4][5] - Companies like Yili Group are leveraging digital transformation across their entire supply chain, resulting in significant operational efficiency and brand value growth [5] Group 3 - The event will include brainstorming sessions on various topics, such as the impact of IP shaping on brand influence and new observations in marketing during the era of traffic [6] - The discussions aim to explore new trends in brand resonance, share case studies, and convey new values within the context of digital intelligence [6]