文章来源：广告狂人 营销正迎来历史性拐点。过去十年，品牌习惯于追着流量跑：投搜索、抢入口，争曝光。如今，人口红利见顶，社交媒体分层化、消费者价值观重塑，广告 轰炸在失效，品牌陷入"越投越慌"的增长焦虑。 但总有人先看到未来，一批聪明的品牌已经开始换一种玩法，他们不再争夺流量入口，而是选择融入生活的缝隙，在用户的真实场景中，提供恰到好处的价 值。这意味着，营销正从"广而告之"进入"万物皆为场"的全新纪元。 我们从今年众多案例中，梳理出场景革命的四大趋势，希望帮助更多品牌在这场必然的变革中重构与用户的连接。 趋势一 阿联酋航空与鲸鸿动能的合作则将重心落在了对旅行场景的深耕。它把旅行拆解成了多个触点场景：出发前打开手机，查天气，有智能卡推荐合适航班，查 攻略，有内容社区推荐真实的旅行体验分享；转向电脑，相关的新航线信息也正好弹出；当决定成行登机的那一刻，只需抬抬手腕就能登机。通过手机、电 脑、手表的无缝衔接，鲸鸿动能为阿联酋航空打造了从行前规划到飞行体验的全程陪伴体验。作为首批接入Harmony 5 的应用之一，阿联酋航空不仅能依托 鸿蒙生态的内容平台展开互动；也能让佩戴华为手表的用户，享受"抬腕登机"的便捷与仪式 ...

Core Insights - The integration of digital transformation and the "Healthy China" strategy has elevated corporate health management from a traditional welfare option to a critical variable for organizational resilience and growth certainty [1] - JD Health is emerging as a core driver in the rapidly growing market, leveraging its unique advantages such as a vast customer base and comprehensive health service capabilities [1][3] - The establishment of the "2026 Billion Brand Alliance" aims to enhance collaboration and accelerate market penetration for partner brands in the corporate health sector [6] Market Dynamics - The corporate health consumption market is experiencing explosive growth driven by policy support, corporate demands, and heightened employee health awareness [1] - JD Health's enterprise business has seen significant performance, with over 800 partner brands and a notable number achieving sales in the millions [3] Strategic Development - JD Health has outlined three core development directions for 2026: solidifying product and supply chain foundations, scaling centralized procurement models, and strategically investing in corporate medical funds [1][6] - The company is transitioning from a "behind-the-scenes supplier" to a "direct service provider" in the medical fund sector, which has shown nearly 100% growth in 2025 [8][9] Service Innovation - JD Health is focusing on creating a comprehensive health service ecosystem that integrates various health management scenarios, including emergency response and chronic disease management [4][5] - The company is enhancing its digital capabilities through AI tools to provide precise service matching and improve the overall employee health management experience [4][6] Competitive Advantages - JD Health's competitive edge lies in its robust supply chain, strong service capabilities, and deep integration of digital tools, which collectively enhance its market position [3][4] - The company is committed to transforming employee health management into a core driver of organizational productivity and high-quality development [2][10]

Core Insights - Huawei's strategy focuses on "not manufacturing cars, but helping car manufacturers build better cars," aiming to create a new paradigm for smart mobility through "technology inclusivity" and "ecosystem co-creation" [1] Technology Development - The upgrade of Huawei's ADS Pro features the first mass-produced cabin laser vision Limera, enhancing forward perception capabilities and supporting urban navigation assisted driving [2] - The all-dimensional collision avoidance system has been upgraded to CAS 4.0, achieving comprehensive safety coverage across all speeds, directions, targets, weather conditions, and scenarios [2] - The urban NCA function will be available in over 20 models by Q1 2026 and will also be accessible in models priced at 150,000 yuan, promoting wider access to advanced driving assistance [2] Market Expansion - Huawei is building a diverse product matrix to meet various user needs across different price segments, from entry-level to luxury vehicles, ensuring no compromise between budget and smart features [3] - The newly announced "Jing" series enhances this product matrix, with models like GAC's "Qijing" and Dongfeng's "Yijing" targeting specific market segments while integrating Huawei's smart mobility solutions [3][4] Value Evolution - Huawei's OTA technology is redefining the lifecycle value of vehicles, allowing continuous software upgrades that enhance user experience and vehicle performance over time [6] - Users can enjoy new features through OTA updates without needing to replace their vehicles, significantly improving vehicle retention and user engagement [6] - The active user ratio for Huawei's smart driving system stands at 95.2%, indicating strong user recognition of the value brought by OTA upgrades [6] Industry Impact - Huawei's ecosystem aims to democratize smart driving technology, transitioning it from a luxury option to a standard feature for all users, especially in a market with 450 million vehicles and low adoption of assisted driving [7] - The initiative supports Chinese automakers in leveraging technological advancements to enhance user experience and positions the Chinese automotive industry favorably in the global smart mobility landscape [7]

Core Points - The Shenzhen Chaozhou Business Association held its 9th Chao Business Conference and celebrated its 20th anniversary, attracting 1,500 participants from 20 countries and regions, with over 500,000 online views [1][3][10] - The association released a development framework consisting of "three strategies, two platforms, and one core" aimed at enhancing management efficiency, promoting internationalization, and fostering collaborative ecosystems [5][10] Development Strategy - The association's president highlighted its 20-year history, emphasizing its innovative "business association economy" model and commitment to social responsibility through various charitable activities [3][5] - The new leadership aims to create a "new Chao Business community" focused on resource integration, growth empowerment, and cultural heritage [5][10] Future Outlook - Guests expressed high hopes for the association's future, encouraging members to embrace opportunities in the Greater Bay Area and deepen cooperation for mutual benefits [8][10] - The association plans to continue aligning with national development goals and contribute to high-quality growth [10]

Core Insights - The article highlights the significant role of IP (Intellectual Property) in the digital cultural ecosystem, showcasing the achievements of the reading and content creation industry, particularly through the lens of the recent cultural expo in the Yangtze River Delta [1][2]. Group 1: IP Development and Cultural Value - The article emphasizes the importance of online literature as a driving force for the digital cultural industry, showcasing the "Top Ten Popular Characters" list voted by 30 million participants, which includes both classic and contemporary works [2]. - The company has been systematically nurturing the development of diverse literary genres, particularly in realistic themes, which have become one of the fastest-growing categories on the platform [2]. Group 2: IP Ecosystem and Commercialization - The company has established a comprehensive IP development system that spans various fields, including film, animation, games, and merchandise, leading to a significant release of IP value [3]. - The CEO announced an upgrade to the "Creative Partner Program," expanding into new formats like short dramas and animated dramas, with impressive viewership statistics [3]. Group 3: Consumer Engagement and Market Growth - The article notes that IP is becoming a new growth driver for consumer engagement, with significant sales in derivative products, achieving a GMV of 480 million yuan in the first half of 2025 [4]. - The "IP + Consumption" model is highlighted as a key innovation for enhancing both cultural and commercial value [4]. Group 4: Global Expansion and Co-Creation - The company is positioned as a leader in cultural export, with its platform WebNovel facilitating the translation and distribution of over 10,000 Chinese web novels internationally [5]. - The article mentions successful adaptations of Chinese IP into various media formats, with notable international collaborations and projects that signify a shift from online to integrated offline cultural experiences [6].

Core Insights - The conference themed "Gathering Strength, Coexistence, and Win-Win" focused on Midea's strategic layout in technology innovation, product launches, channel integration, and ecosystem building for the air conditioning market in 2025 [1][11] Group 1: Technology and Product Innovation - Midea Air Conditioning aims to lead industry transformation by focusing on user needs and showcasing a new technology matrix for 2025 that emphasizes energy efficiency, comfort, and health [3][5] - The introduction of the AI energy-saving algorithm, which utilizes cloud models and edge chips, promises significant energy savings while ensuring user comfort [5] - Midea's new product lines, including the Ultra series and WF1 series, are designed to meet diverse consumer needs, providing one-stop solutions for various environments [5][11] Group 2: Channel and Ecosystem Development - Midea announced a comprehensive upgrade of its support system for distributors, covering design, promotion, live streaming, and service to enhance market competitiveness [7][9] - The company introduced eight live streaming templates to improve product promotion and customer engagement, reflecting the growing importance of new media in e-commerce [9] - Midea's online customer service has integrated an intelligent Q&A system to enhance user experience and reduce operational costs for distributors [9] Group 3: Future Outlook - Midea's commitment to technological inclusivity and ecosystem co-creation is expected to drive growth in the air conditioning market, especially with government policies promoting upgrades [11] - The company aims to deepen green technology research and explore carbon neutrality while building a smart air ecosystem with distributors [11] - The conference energized distributors and marketing teams, reinforcing Midea's position as a market leader and its strategy to navigate the competitive landscape [11]