Core Insights - The marketing landscape in the first week of summer 2025 showcases a diverse and dynamic approach, with brands like Meituan, Lululemon, Xianyu, and Proya engaging users through empathetic and relatable strategies [2][5][6][12][15] Group 1: Innovative Marketing Strategies - Meituan's new advertisement creatively uses "small lobsters as tools," effectively compressing and communicating the core value of the product as "sufficient, full, and cost-effective" through humor and metaphor [5] - Xianyu's appointment of Liu Yuning as its first brand ambassador emphasizes a "immersive identity binding," where the celebrity actively engages with the community rather than merely serving as a symbolic face [8][10] - Lululemon's "Summer Fun Challenge" promotes participation over performance, encouraging users to find their own movement style rather than adhering to traditional fitness standards [10][11] Group 2: Emotional Connection and Brand Identity - Proya's collaboration with actress Kwang Lingling focuses on the theme of "the secret of youth," redefining anti-aging and self-worth through storytelling and emotional resonance rather than just product promotion [14] - The overarching trend in marketing is shifting towards rebuilding relationships, where emotional engagement, rhythm, and participation are prioritized over mere technical execution or budget allocation [15][16] - Brands are increasingly striving to become entities that users want to connect with, share, and remember, reflecting a collective identity rather than a singular brand image [18]

Core Viewpoint - The shampoo brand "弹动," endorsed by celebrity Fan Chengcheng, is embroiled in a trademark infringement controversy, raising concerns about the commercial risks associated with celebrity endorsements [2][3] Group 1: Trademark Infringement and Legal Issues - The company behind "弹动," Guangzhou Wenyang Biotechnology Co., Ltd., claims that the trademark registration process for its old logo was legal, and the current dispute is a result of misinformation from competitors [2] - The National Intellectual Property Administration has revoked multiple trademarks associated with "弹动," and a court in Foshan has identified the brand's false advertising as unfair competition [2] - Legal experts indicate that the revocation of a registered trademark leads to the loss of trademark rights, meaning the trademark is no longer legally protected from the date of revocation [2] Group 2: Impact on Brand and Celebrity Image - The trademark controversy has negatively affected the brand's reputation and Fan Chengcheng's public image, following previous operational mistakes that led to an apology from "弹动" for inappropriate promotional materials [3] - The incident highlights the importance of legal compliance for brands relying solely on celebrity endorsements, as neglecting this can ultimately damage their market credibility [3]

本期内容转载自公众号「十分之一信箱」 朋友们，周日好。 级)家里妈妈同意爸爸不同意,经常起 纷争 要回答这个问题,看来得把前面两个 问题都回答了才行! 马上又要放假了，你有什么安排？端午假期虽然没有五一那么长，但活动也许更加丰富，尤其这次的假期里还 有一天是儿童节。说不定，你的发现和好奇会比上一个假期冒出来的还要多。不过，现在还得再等一等，还有 五天的课要上呢。这五天里，先从「Knock Knock 世界」选题投递箱里找找好奇心的灵感吧。 下面是来自「Knock Knock 世界」选题投递箱的最新问题。 蜜雪冰城用隔夜柠檬茶,为什么会被 原谅? 好问题!周三我们上线了「蜜雪冰城的 生意经」,在这个基础上,也许我们可 以再来聊一聊消费者是怎么想的。 为什么要请明星代言产品?明星代言 产品后对明星和产品的相互影响是什 么? 这个问题「十分之一」最擅长回答了, 跃跃欲试。 小红书的很多博主,没有直播也没有 广告,他们靠什么挣钱?妈妈是日更跟 有点击,平台就会发钱,那平台怎么挣 钱发给他们? 使用微信「小黄脸表情包」需要付钱 吗?「小黄脸表情包」有没有专利呢?使 用其他表情包也要不要付钱呢? 为什么沙特要买那么多芯片 ...

30年过去，"红极一时"的真维斯却在自己的"老家"——澳大利亚破产了。5月19日，记者查询了真维斯澳大利亚官网，网页上赫然是"商店全部关闭"的字 样。 图片来源：真维斯澳大利亚官网。 已有53年历史的真维斯诞生于澳大利亚，1993年被我国企业旭日集团引入上海开出首店后，品牌进入高速发展。巅峰时期，其全球门店数量达3156家。 中国真维斯的所有者旭日集团在发布的《关于真维斯澳大利亚业务调整的声明》中表示，近日，澳大利亚真维斯公司基于全球零售业态变革及当地市场环 境变化，作出了正常业务调整，重整了线上线下业务，优化运营模式，（将）全力推动澳大利亚公司向电商渠道发展。 澳大利亚店铺全关 中国门店"佛系"迎战"618" 早在2020年，就传出了真维斯位于澳大利亚的公司将要破产的消息，直至今年三月，澳大利亚真维斯进入"自愿清算流程"的消息更是传得沸沸扬扬。 "奢品"沦为快消品 2020年至2024年五年间，中国真维斯电商销售增长超过13倍，业绩稳步上升，2024年全年电商全网销售额突破60亿元，创历史新高。"中国真维斯与澳大 利亚真维斯属两所完全独立公司，双方业务互不影响。财务相互独立。正因为中国真维斯的转型成功，才带 ...

Core Viewpoint - The article discusses the declining popularity of Gatorade among NBA players, highlighting a shift towards personalized nutrition and athlete independence in brand endorsements [3][5][10]. Group 1: Brand Perception and Athlete Behavior - Gatorade, once a staple in NBA locker rooms, is now often rejected by players, with stars like Stephen Curry and Kawhi Leonard openly expressing their disdain for the brand [3][5]. - Many players are opting for personalized drink options, often created by their nutritionists, indicating a trend towards individualized nutrition solutions [5][9]. - The behavior of players hiding or rejecting Gatorade during press conferences raises questions about the brand's current standing among athletes [3][5]. Group 2: Endorsement Conflicts and Market Dynamics - NBA players are increasingly aligning with competing brands, such as LeBron James with Powerade and Klay Thompson with BodyArmor, leading to conflicts with Gatorade [7][10]. - Gatorade has not secured endorsement deals with all NBA players, resulting in feelings of being "forced" to promote the brand among those who are not affiliated [7][10]. - The traditional sponsorship model is being challenged as athletes seek more involvement in product development and brand partnerships [9][19]. Group 3: Impact of Athlete Actions on Brand Value - High-profile rejections of brands by athletes can lead to significant media attention, which may paradoxically increase interest in the rejected products, as seen with Gatorade's search volume spike following Curry's actions [17][19]. - The article draws parallels with other sports, noting similar instances where athletes have rejected sponsor products, impacting brand perception and market value [10][12]. - The need for brands to adapt to changing athlete expectations and consumer preferences is emphasized, suggesting that brands must focus on product quality and user experience rather than solely relying on celebrity endorsements [15][19]. Group 4: Future of Brand-Athlete Relationships - The article suggests that brands must evolve from viewing athletes as mere promotional tools to recognizing them as co-creators of value, fostering a more collaborative relationship [14][19]. - The decline in the effectiveness of celebrity endorsements, particularly among younger consumers, indicates a shift towards authenticity and shared values in brand relationships [19]. - Gatorade's role as a sponsor is crucial for the financial ecosystem of the NBA, yet the brand must navigate the changing landscape of athlete preferences and market dynamics to maintain relevance [19].

作者：向善财经 最近，"溜溜梅"的母公司溜溜果园集团股份有限公司（下称"溜溜果园"）正式向港交所递交了IPO招股书，拟实现主板挂牌上市。 这也是继2019年撤回A股上市申请后，溜溜果园第二次冲击资本市场了。 所以从招数据来看，这一次溜溜果园的上市准备，似乎充分了不少。 最直观的就是业绩表现。在2019年招股书中，溜溜果园展现出的是一幅营收增长陷入瓶颈期，且净利润连年下滑的"颓废"模样。报告期内（2016年—2018 年）实现营收约8.04亿、8.47亿和8.73亿元，对应的净利润分别为为0.81亿、0.6亿元和0.56亿元。 但如今，在2022年—2024年，溜溜果园实现营收约11.74亿元、13.22亿元和16.16亿元；净利润约为0.68亿元、0.99亿元和1.48亿元，整体都保持着积极向上的 增长态势。 那么溜溜果园是如何在短短三年时间里，就是实现了业绩大反转呢？这一增长势头，未来还能延续多久？又能不能借此撬开港股资本市场的大门呢？ 带着疑问，我们继续回到招股书中寻找答案。 2019年的IPO问题，溜溜果园能解决吗？ 从两次招股书来看，溜溜梅和溜溜果园确实出现了一些新的变化，但同时也留下了一些不变的地方 ...