作者 戴莉娟 一年一度的618，不仅是消费者翘首以盼的年中购物盛宴，更是商家撬动增长的黄金契机。 在全球经济一体化与数字技术爆发的双重驱动下，品牌营销正经历颠覆性变革：信息过载导致消费者注 意力碎片化，市场竞争加剧催生产品同质化困局，传统营销逻辑逐渐失效，品牌主亟需突破增长瓶颈。 为了更好的帮助品牌和商家降本增效，今年618期间，京准通对"领航计划"进行重磅升级，亿级奖金加 码商家权益，推出站外种草引流、站内效果营销、京东联盟商家排位、领航区域打榜等四大赛道，以多 重权益助推商家大促业绩再上新台阶。针对京东联盟设置了超级补贴、商家成长任务、团长突破赛等活 动，同时基于京东数智业务，推出了消息类产品按消耗返激励政策、京东新品创新中心折扣政策、商智 商家版增值套餐折扣政策，以丰富的活动和丰厚的流量鼓励更多商家参与，为实现大促生意增长保驾护 航。 秉承"以技术赋能服务"的宗旨，京东更推出 BRIDGE 数智品效解决方案，为破解这些难题带来了新的 曙光。这一方案是京东对市场趋势和商家需求进行深入研究与分析后的智慧结晶，是京东在数智营销领 域的一次重大创新。 BRIDGE：从方法论到实践路径的落地承接 熟悉京东营销体系 ...

未来，宝尊英赛将继续与阿里妈妈并肩前行。依托数智技术，实现从洞察到策略、从内容到触达、从运 营到转化的全链路赋能，构建品牌全域营销矩阵，打造全场域品牌心智增长引擎，携手共育数智商业 的"未来繁花"。 数智时代，全域营销已步入从"流量争夺"向"价值深耕"转型的关键阶段。品牌不仅需要精准触达人群， 更需要全域提升品牌力，实现长效价值增长。在此背景下，宝尊英赛数智营销携手品牌客户在天猫生态 内构建了覆盖精准人群运营、内容与媒介协同、全渠道整合的全链路能力。 在精准人群运营方面，宝尊英赛基于DEEPLINK深链经营模型，结合RFM、FAST等模型，从人群透 视、增长因子分析、场景化策略落地到实时效果优化的四步闭环，实现"数据洞察-策略定制-动态调 优"的全链路精准运营，最终提升用户转化效率与全生命周期价值。 在内容和媒介协同方面，宝尊英赛积极拥抱AI技术带来的媒介新机遇，探索AI在传统投放点位（AI圈 人、AI圈词等）和内容投放点位上如何帮助商家实现传统点位引流，内容点位深化信任的闭环协同策 略，提升GMV的同时，构建长期竞争力。 在全渠道整合方面，宝尊英赛数智营销的生态定位是提供全域生态内品效销一站式服务，驱动营销 ...

今天分享的是：电商运营：2025年京东零售品牌数智经营白皮书 报告共计：88页 《2025年京东零售品牌数智经营洞察报告》聚焦京东零售品牌的数智经营策略，助力品牌在复杂多变的市场环境中实现确定性增长。当下，零售品牌回归品 牌心智建设成为趋势，消费者主权崛起促使品牌需满足不同消费层的需求，而平台则成为品牌数智化经营的关键 。同时，营销从艺术向科学转变，平台通 过数据融合、场景重构和全域提效，助力品牌实现"品牌 - 种草 - 效果"闭环，但品牌在数智营销落地时面临全周期消费者运营难、商品全生命周期运营难等 诸多挑战 。为应对这些挑战，京东推出BRIDGE数智品效解决方案，以ACME品牌营销方法论为基础，从经营洞察、关系经营、内容闭环、流量聚合、货品 运营和长效价值评估六个核心环节入手，为品牌提供可落地、可度量的数智最佳实践路径和品效解决方案，助力品牌实现确定性增长 。该方案可应用于新 客拉新破圈、老客唤醒、新品打造推爆、活动营销和品牌升级五大生意场景。在不同行业中，京东数智品效解决方案也发挥着重要作用。3C数码行业借此 实现老客唤醒与新客拉新破圈；家电家居行业用于活动营销助力与新客拉新破圈；服装服饰行业助力新品打 ...

Core Viewpoint - The company reported a steady revenue growth in 2024, with a focus on high-end product upgrades and digital marketing strategies to enhance brand influence and consumer engagement [1][2]. Financial Performance - In 2024, the company achieved a revenue of 31.2 billion, a year-on-year increase of 3.2%, and a net profit attributable to shareholders of 13.47 billion, up 1.7% year-on-year [1]. - The fourth quarter of 2024 saw a revenue of 6.89 billion, a decline of 16.9% year-on-year, and a net profit of 1.88 billion, down 29.9% year-on-year [1]. - For the first quarter of 2025, the company reported a revenue of 9.35 billion, an increase of 1.8% year-on-year, and a net profit of 4.59 billion, up 0.4% year-on-year [1]. Market and Product Development - The market size is steadily progressing, with mid-to-high-end liquor revenue increasing by 2.8% to 27.59 billion and sales volume rising by 14.4% to 43,000 tons in 2024 [1]. - The company’s brand, Guojiao, remains in the 20 billion category, while Luzhou Laojiao has surpassed the 10 billion mark [1]. - The company is transitioning to a digital marketing strategy, launching a five-code product to reshape consumer channels and promote sales through consumer engagement [1]. Brand Strategy and Cultural Engagement - The company is enhancing brand influence through various cultural activities centered around the theme "700 Years of Chinese Strong Aroma," leveraging major events like the Olympics and the 60th anniversary of Sino-French diplomatic relations [2]. - In 2024, Guojiao 1573 was listed among the top 10 most valuable Chinese brands by Hurun [2]. Strategic Outlook - The company is adopting a pragmatic approach to growth, focusing on high-quality development and stabilizing channel dynamics and pricing [2]. - The 2025 operational goal is to achieve steady revenue growth, with a projected EPS of 9.36, 10.34, and 11.21 for 2025-2027 [2].

Core Viewpoint - The company reported its 2024 annual results and Q1 2025 results, showing stable revenue growth but challenges in profit margins and channel collections [1][2][5]. Revenue Summary - Q1 2025 revenue reached 9.352 billion, a 1.8% increase year-on-year, while Q4 2024 revenue was 6.893 billion, a 16.9% decrease [1]. - For the year 2024, total revenue was 31.196 billion, reflecting a 3.2% increase [1]. - The product performance showed that the low-alcohol product segment outperformed high-alcohol products, which are still undergoing inventory adjustments [3]. Profit Summary - In Q1 2025, the company's gross margin decreased by 1.9 percentage points to 86.5%, primarily due to product mix changes [4]. - The net profit margin for Q1 2025 was 49.1%, down 0.7 percentage points year-on-year, influenced significantly by the decline in gross margin [4]. - For 2024, the gross margin was 87.5%, down 0.8 percentage points, with mid-to-high-end and other liquor margins also declining [4]. Financial Quality Summary - In Q1 2025, the company's revenue plus contract liabilities decreased by 6.7%, and cash sales fell by 7.3%, indicating challenges in channel collections [5]. Dividend Policy Summary - The company announced a dividend plan for 2024-2026, with cash dividends not less than 65%/70%/75% of profits, and a minimum of 8.5 billion (including tax) each year, slightly exceeding market expectations [6]. Investment Outlook - The company aims for steady progress in 2025, focusing on the stable development of its core product, Guojiao 1573, and deepening its market presence in Sichuan and North China [7]. - The company is expected to navigate the industry adjustment cycle smoothly [8]. Profit Forecast - The company forecasts total revenues of 32.345 billion, 33.968 billion, and 36.605 billion for 2025-2027, with year-on-year growth rates of 3.7%, 5.0%, and 7.8% respectively [10]. - Expected net profits for the same period are 13.815 billion, 14.792 billion, and 16.193 billion, with growth rates of 2.5%, 7.1%, and 9.5% respectively [10].