以下为报告节选内容 CMO Club 的初心，就是打造一个开放、互助、持续进化的营销人赋能生态。 在瞬息万变的营销时代,单打独斗已难以为继,唯有共建、共享、共进的生态才能孕 育真正的突破。CMO Club始终秉持"专业、实战、连接"三大核心理念 -- 我们不仅 关注前沿理论,更聚焦一线战场的真实打法;我们不仅输出洞察,更搭建营销人之间 深度协作的桥梁。每年发布的《中国营销趋势报告》,正是这一理念的集中体现:它 由数十位CMO、品牌负责人与实战专家共同共创,根植于真实业务场景,服务于真实 增长需求。 这份2026年营销趋势报告,我们以"数智、信任、整活、入圈"四大关键词为支点, 撬动对新一年营销格局的深度思考。这些关键词背后,是Al驱动的精准决策和魔力增 长、是用户心智中日益稀缺的信任资产、是品牌人格化的鲜活表达,更是融入圈层、 成为社交货币的能力。 尤为珍贵的是,报告中的每一个趋势都锚定于真实案例 -- 它们全部来自2025年金匠 奖的优秀获奖案例和营销服务商,是无数营销人在不确定时代中勇敢试错、敏捷迭代 的结晶。 今天分享的是：2026年中国营销趋势报告 报告共计：80页 CMO Club·金匠营销智库发布 ...

Core Insights - The core objective of the Creative Communication Practice course is to cultivate students' ability to solve real communication problems, adapting to the demands of the digital intelligence era [2][3][4] - The course integrates digital platforms and public welfare projects, emphasizing hands-on experience through five teaching stages and eight tasks, significantly enhancing students' professional skills [6][10][29] Course Design - The course is designed around the Creative Communication Management (CCM) theory, focusing on the integration of human intelligence and digital technology to complete marketing communication tasks [7][10] - It emphasizes the development of students' creative communication management abilities, encouraging them to analyze information environments and effectively integrate communication resources [7][10] - The curriculum includes 32 class hours divided into five stages: group formation, theory learning, content creation, practical placement, and effect evaluation, with a focus on student-led initiatives [10][11] Teaching Process - The teaching process is structured into five stages, starting with group formation and selection of public welfare topics, followed by theory learning and content creation [11][12] - Students engage in practical tasks such as creating videos and conducting market research, with guidance from industry experts and mentors [12][13] - The course incorporates real public welfare projects, allowing students to apply their skills in a practical context, enhancing their understanding of social issues [13][14] Practical Application - The course collaborates with digital platforms like ByteDance to provide students with real-world marketing scenarios, utilizing tools such as Douyin and other digital marketing systems [9][10] - Students are tasked with creating and optimizing content for public welfare projects, which helps them develop data analysis and marketing skills [27][28] - The average return on investment for the projects is reported at 3.6, indicating successful fundraising efforts beyond expectations [27] Educational Outcomes - The course aims to improve students' analytical, creative, and practical skills, fostering a comprehensive understanding of the creative communication industry [27][28] - It also emphasizes the importance of social responsibility, encouraging students to engage with real-world issues and develop a sense of empathy through their projects [28][29] - The integration of digital platforms and public welfare projects enhances the relevance and effectiveness of the educational experience, preparing students for future industry demands [29]

Core Insights - The article emphasizes the importance of innovative business operation models and smart marketing in driving digital transformation [3][6]. Group 1 - The 2025 Digital Intelligence Technology Ecological Conference is highlighted as a significant event for discussing advancements in digital transformation [2][5]. - The focus on smart marketing is presented as a key strategy for companies to enhance their operational efficiency and customer engagement [3][6]. Group 2 - The article suggests that the integration of digital technologies into business operations is essential for maintaining competitiveness in the market [3][6]. - Companies are encouraged to adopt new operational models that leverage data analytics and digital tools to optimize their marketing strategies [3][6].

Core Insights - The 2025 Digital Trade Conference, hosted by Zall Intelligent Logistics, focused on themes such as digital trade, artificial intelligence, smart marketing, and green supply chains, attracting hundreds of participants including government officials, diplomats, and industry experts [1][2] - Wuhan's strategic position as a national central city and international transportation hub facilitates active trade with 225 countries, with cross-border e-commerce imports and exports growing at an annual rate of 48.3% during the 14th Five-Year Plan period [1] - The Chinese Commercial Federation aims to position Wuhan as a digital economy benchmark in Central China, leveraging its geographical advantages and promoting cooperation with Latin America in digital trade and smart logistics [2] Digital Trade Trends - Digital trade has become a national strategy in China, with significant growth in scale and a positive outlook, driven by the integration of products and digital services, with AI identified as a key driver [3][7] - The conference highlighted the importance of balancing security and development in digital trade governance and the need for participation in international rule-making [3] AI and Industry Upgrades - Experts discussed the advancements in multimodal AI applications across various sectors, emphasizing the need for ethical standards and technical optimization to address challenges such as privacy and misinformation [5] - AI is viewed as a tool for leveling the playing field, with trends in logical capability enhancement and multi-expert model efficiency optimization being noted [5] Marketing and Supply Chain Innovations - The conference featured discussions on smart marketing and green supply chains, with emphasis on AI's role in improving operational efficiency and brand engagement through precise traffic acquisition and intelligent content generation [6][9] - Companies are encouraged to transition from customer acquisition to brand resonance, focusing on emerging markets in Latin America and Central Asia through product innovation and diverse content dissemination [6] Green Transformation - The importance of green supply chain construction was highlighted, with companies urged to adopt digital tools for carbon footprint management in response to international compliance requirements and market demands [9] - The conference also announced the release of the "2025 Wuhan Digital Trade Development Innovation Practice Case," showcasing successful digital innovation solutions from various companies [9]

Core Viewpoint - The company Tong Ren Tang, with a history of over 350 years, is actively reforming its marketing strategies to remain competitive in the market, focusing on innovative approaches to engage younger consumers and enhance brand recognition [1][2][3]. Group 1: Marketing Strategies - Tong Ren Tang has implemented a "saturation-free" marketing strategy, which has been recognized with an award for innovation in state-owned enterprise reform [1]. - The company is focusing on a "big variety" strategy for its well-known products, enhancing its marketing system and channel construction to adapt to new market conditions [2]. - The brand has successfully created IP images such as "Yuan Zong" and "Bai Feng," which resonate with consumers, leading to significant exposure and increased product awareness [3]. Group 2: Product Development and Cultural Integration - The "Royal Medicine Legend" product series has been launched, featuring upgrades in raw materials, packaging, and adherence to traditional manufacturing standards, aiming to provide higher quality and healthier options [3]. - A cultural exhibition titled "Royal Medicine Legend" has been organized to showcase the history of Tong Ren Tang's royal medicine, promoting traditional Chinese medicine culture [3]. Group 3: Digital Transformation and Consumer Engagement - The company has developed a data visualization platform that utilizes big data and AI to enhance marketing management and decision-making processes [4]. - An AI-driven health service platform, in collaboration with Xiaomi, has been introduced to provide personalized health advice and medication safety recommendations through mobile devices [4]. Group 4: Cultural Promotion and Heritage - Tong Ren Tang is committed to promoting traditional Chinese medicine culture through participation in various exhibitions and the establishment of a cultural display center [7]. - The company has initiated programs to preserve traditional manufacturing techniques and knowledge, including the establishment of a national-level workshop for traditional medicine artisans [8].

Core Insights - The current trend shows a slowdown in online traffic growth, prompting brands to turn to offline advertising as a strategic choice to overcome growth bottlenecks and reshape user perception [1] - The challenge lies in enhancing traditional advertising methods, particularly in creating interactive experiences that bridge the gap between one-way communication and consumer engagement [1] Group 1: Marketing Strategy - JD.com partnered with Lancôme to launch the new "Filter Water" product using an innovative community elevator media interaction format, addressing key pain points in the beauty industry related to new product launches and user trial costs [1] - JD's comprehensive data capabilities enable precise targeting of high-value consumer segments, focusing on beauty enthusiasts, brand fans, and high purchasing power groups, thereby improving the return on marketing investment [2] Group 2: Technological Innovation - The introduction of the industry-first NFC "tap to receive" feature allows consumers to interact with Lancôme's advertisements in elevators, significantly lowering the barrier to participation [5] - This seamless integration of logistics ensures that samples are delivered directly to consumers' homes after they engage with the advertisement [5] Group 3: Campaign Results - The marketing campaign successfully reached over 3 million people, with more than 2 million new customers engaged, achieving a new customer conversion rate exceeding 30% [5] - The collaboration between JD.com and Lancôme exemplifies the unique marketing value of offline advertising enhanced by digital capabilities, setting a benchmark for efficient growth in the offline advertising sector [5]

Core Insights - Guotai Liquor won the 2025 Douyin Annual Industry Award - the Liquor Golden Goblet Award, recognizing its outstanding performance in the Douyin e-commerce market and increasing brand influence [1][6] - The award is one of the highest honors established by Douyin e-commerce for the liquor category, aimed at acknowledging brands that have excelled on the platform over the past year [4] Company Strategy - Guotai Liquor has strategically embraced smart brewing and digital marketing to adapt to the evolving liquor consumption landscape, focusing on consumer engagement and innovative marketing practices [5][9] - The company is building a digital marketing platform to create a new model of digital operation across the entire industry and value chain, utilizing online channels for precise and interactive marketing [5][11] Market Performance - Guotai Liquor has consistently performed well on Douyin, ranking in the top 10 of the overall liquor category during the 2025 618 shopping festival, and achieving a 150% year-on-year sales increase on Tmall [6][8] - The brand has established itself as a significant player in online marketing within the liquor industry, leveraging Douyin's vibrant content ecosystem to connect with consumers [6][7] Consumer Engagement - The company employs a user-driven strategy, focusing on consumer needs and experiences through innovative practices, such as immersive live streaming and interactive marketing campaigns [8][9] - Guotai Liquor aims to deepen emotional connections with consumers, particularly younger demographics, by enhancing participation and engagement in its marketing activities [8][10] Future Plans - The company plans to continue its strategic partnership with Douyin e-commerce, exploring cultural IP co-creation, product customization, and digital collectibles to elevate its brand from a "traffic explosion" to a "cultural symbol" [10][12] - Guotai Liquor is set to enhance its marketing efforts during the Mid-Autumn Festival, utilizing a combination of content-focused events and influencer collaborations to strengthen its connection with young consumers [12]

Core Viewpoint - Luzhou Laojiao demonstrates strong operational resilience amidst the overall adjustment phase of the Chinese liquor industry, achieving a revenue of 16.454 billion yuan and a net profit of 7.663 billion yuan in the first half of 2025, signaling a transition towards high-quality development rather than decline [1] Group 1: High-End Foundation - The high-end segment serves as a crucial support for Luzhou Laojiao during the industry's adjustment period, with the core product, Guojiao 1573, generating 15.048 billion yuan in revenue, accounting for 91.45% of total revenue, showcasing the success of the company's high-end strategy [3][4] - Guojiao 1573 has established itself as a leading brand in China's high-end liquor market, providing a stable pricing system and strong consumer recognition that effectively mitigates market volatility [3][4] Group 2: Innovation-Driven Growth - Luzhou Laojiao is focusing on innovation to navigate the new normal of increasing consumption differentiation and diverse demands, with plans to enhance market penetration in county and village markets as a key operational focus for the second half of the year [8][12] - The company is also launching a new 28-degree Guojiao 1573 product, reflecting a deep technological breakthrough rather than a simple adjustment in alcohol content, maintaining its competitive edge in the low-alcohol segment [10][12] Group 3: Digital Empowerment - The company is implementing a digital marketing system to optimize its cost structure and enhance efficiency, with online emerging channels achieving revenue of 0.932 billion yuan, a year-on-year increase of 27.55%, and an online gross margin of 83.52% [16][17] - The "5-code association" technology is a key tool for Luzhou Laojiao to manage the entire supply chain, ensuring price stability and providing data for channel strategy adjustments [16][17]

Group 1 - The analyst meeting held by Luzhou Laojiao on September 1, 2025, involved 169 institutions including Tianfeng Securities and Huachuang Securities, focusing on the development prospects of the liquor industry and the pricing strategy of Guojiao 1573 [1][2] - The Chinese liquor industry is currently undergoing a new adjustment cycle characterized by a "reduction in volume and an increase in quality," shifting from "capacity expansion" to a focus on "quality, brand, culture, and value" [3] - Luzhou Laojiao's marketing strategy includes deepening market penetration, promoting product innovation to align with trends like lower alcohol content, optimizing product structure, and transforming channels through a digital marketing system [3] Group 2 - Guojiao 1573 maintains its positioning as a "strong aroma national liquor," focusing on price stability to reinforce its status in the high-end liquor market [3] - The company aims for a "steady progress" operational goal for 2025, influenced by the consumption environment, and will adapt strategies to pursue long-term industry value and sustainable development [3] - Despite challenges in the liquor industry, the upcoming Mid-Autumn and National Day festivals are expected to maintain the fundamental demand for liquor, with the company leveraging digital tools to boost sales [3] Group 3 - The trend towards lower alcohol content products is acknowledged, with the company welcoming competition and planning to introduce high and low alcohol products as needed to cultivate potential markets [3] - Performance in the first half of the year showed steady development in key markets such as Sichuan, North China, and East China, with East China performing particularly well [3] - The company will adhere to its "2358 + 100" regional strategy to deepen its base market [3]

Investment Rating - The report maintains a "Buy" rating for the company, indicating an expected stock price increase of over 20% relative to the benchmark index within the next six months [8][14]. Core Insights - The company reported a revenue of 164.54 billion yuan and a net profit attributable to shareholders of 76.63 billion yuan for the first half of 2025, reflecting a year-on-year decline of 2.67% and 4.54% respectively [3]. - The gross margin for the first half of 2025 was 87.09%, down by 1.48 percentage points year-on-year, while the net profit margin was 46.57%, a decrease of 0.91 percentage points [3]. - The company is focusing on long-term competitiveness and expects a recovery in sales driven by improved consumer demand in the second half of the year [6]. Financial Performance Summary - For Q2 2025, the company achieved a revenue of 71.02 billion yuan, with a net profit of 30.7 billion yuan, showing a year-on-year decline of 7.97% and 11.1% respectively [4]. - The sales collection for the first half of 2025 was 179.50 billion yuan, down 10.97% year-on-year, with a net cash flow of 60.64 billion yuan, a decrease of 26.27% [3]. - The company’s contract liabilities increased by 11.88 billion yuan year-on-year, indicating strong channel performance and proactive cash collection strategies [3]. Product and Market Strategy - The company plans to enhance its market penetration in lower-tier cities and strengthen its digital marketing efforts to improve cost-effectiveness [5]. - It aims to innovate and adapt to changing consumer preferences by developing new products, including a new low-alcohol beverage [5]. - The company is shifting resources towards mainstream mid-to-high-end products and plans to launch a new product line to solidify its market position [5]. Earnings Forecast - The company is projected to achieve revenues of 299.51 billion yuan, 312.54 billion yuan, and 338.63 billion yuan for the years 2025, 2026, and 2027 respectively, with expected growth rates of -3.99%, 4.35%, and 8.35% [6][10]. - The net profit attributable to shareholders is forecasted to be 124.05 billion yuan in 2025, with an EPS of 8.43 yuan, reflecting a PE ratio of 16 times [8][10].