日前，在2025央视财经跨年之夜，广汽集团董事长冯兴亚选择了"破局"二字作为广汽集团2025年的关键 词。他介绍，今年将推动渠道下沉，计划从2025年下半年到2026年上半年，新增600家全品牌体验店， 覆盖全国90%以上的县域市场。 进入"用户主权"时代，旧模式已失灵 冯兴亚认为，"破"字背后，是"突破"的"破"，2025年的广汽集团，正立足于"番禺行动"，在组织、技 术、人才三个方面实现了突破，构建企业新发展格局。 长久以来，汽车品牌的形象在很大程度上由工程师文化所定义——严谨、可靠。工程师与设计师依据专 业标准造车，市场与用户被视作需要被教育的对象。这种模式在卖方市场曾无往不利，但在用户主权时 代已失灵。 智能化领域，广汽ADiGO GSD智能驾驶辅助系统覆盖99.9%的道路场景，新一代ADiGO SPACE智能座 舱融合端云一体大模型，响应速度提升3倍。更为重要的是，广汽还以开放姿态与华为、宁德时代、腾 讯等顶尖伙伴共建AI智能生态链GoLink，开放合作赋能用户。 2/3竞聘岗位迎来新面孔 内部活力重建更具挑战性 为了破局，广汽集团积极导入IPD与IPMS流程体系，核心是打破传统线性流程，构建"并行 ...

Core Insights - The 2026 Consumer Trends Conference, hosted by Zhimeng Consulting, highlighted the evolution of consumer behavior in China over the past decade, emphasizing a shift from "high-speed growth" to "high-quality growth" and a deeper recognition of local culture and brands [2][3]. Group 1: Conference Overview - The conference took place on December 6-7, 2025, at the Crowne Plaza Hotel in Beijing, featuring the release of the "2026 China Consumer Trends Report" and the "Ten-Year History of Chinese Consumer Trends" [1]. - The event included 24 forward-looking speeches and 4 cross-industry roundtable discussions, covering key sectors such as food and beverage, home appliances, outdoor sports, retail, health, automotive, AI, and cultural tourism [1]. Group 2: Key Trends and Insights - The report identified ten major consumer trends for 2026: symbiosis of rationality and emotion, quality calculation, spiritual nomadism, daily highlights, shared experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [3]. - These trends are interconnected and collectively address how brands can transition from merely providing products to delivering meaningful experiences in the "user sovereignty era" [3][4]. Group 3: Strategic Directions for Businesses - Companies are encouraged to focus on five strategic actions: reconstructing quality, reshaping scenarios for daily significance, enhancing emotional experiences, creating consensus to build brand loyalty, and seizing new opportunities in emerging markets [4]. - The ultimate goal is to help brands shift from chasing traffic to centering on user needs, thereby establishing themselves as indispensable "value anchors" in consumers' minds [4]. Group 4: Industry Insights and Discussions - Experts discussed the transformation of the Chinese consumer market and opportunities for expanding domestic demand, emphasizing the need for convenience and emotional resonance in consumer experiences [5]. - Various companies shared practical methods and case studies related to trend implementation, highlighting innovations in sectors like health beverages and AI in content marketing [6].

Group 1 - The core viewpoint is that in the era of user sovereignty, consumers shift from passive information acceptance to actively controlling their choices, making "word of mouth" a critical factor in consumer decision-making [1][4] - Companies must establish a comprehensive monitoring system to capture user feedback across all channels, moving from a "one-way output" to "full perception" of user needs and preferences [1][3] - The essence of listening is to adopt a humble approach to understand real user needs rather than trying to "educate users" [1] Group 2 - Companies need to create a rapid response mechanism to turn crises into opportunities for rebuilding trust, as negative word of mouth can spread quickly [3] - A key aspect of responding is not just problem-solving but also conveying a "user-first" value through the company's attitude, making consumers feel valued [3] - The ultimate goal of maintaining word of mouth is to elevate users from mere satisfaction to becoming brand advocates, establishing emotional connections beyond functional satisfaction [3][4] Group 3 - In the user sovereignty era, word of mouth represents the "trust vote" cast by consumers, and companies must integrate word of mouth maintenance into their strategic DNA to gain a competitive edge [4] - The best marketing is not about persuasion but about enabling users to genuinely recommend the brand [4]

Core Insights - The article discusses the transformative impact of the Global Engagement Optimization (GEO) framework on brand-user interactions, shifting from traditional marketing to a co-creation model that enhances long-term brand growth [1] Group 1: Brand Connection Challenges - The traditional marketing funnel is becoming ineffective, with consumers exposed to over 5000 ads daily but retaining only 1.2% in memory [1] - The fragmentation of information channels and the shift from linear decision-making to a networked structure of experience, trust, and repurchase are highlighted [1] - A survey indicates that 83% of Gen Z consumers will permanently abandon a brand after a negative experience, while only 17% are willing to give a second chance [1] Group 2: GEO Framework for Connection Reconstruction - The GEO model reconstructs connections through three dimensions: Global touchpoint layout, Emotional value embedding, and Open ecosystem operation [2] - The elevation of touchpoints includes integrating physical and digital experiences, exemplified by a smart home brand that increased repurchase rates by 240% through predictive service reminders [2] - The narrative revolution emphasizes the need for brands to engage in liquid storytelling, as seen in a new energy vehicle brand that shortened product development cycles by 30% and achieved a pre-sale conversion rate 3.6 times the industry average [2] - Companies utilizing the GEO model have a user data utilization rate of 78%, significantly above the industry average [2] Group 3: Technological Innovations Driving GEO Implementation - AIGC is reshaping content production, with 42% of brands expected to use AI-generated personalized content by 2025, leading to a 17-minute increase in user interaction time per month [3] - Blockchain technology is enhancing trust mechanisms, with a system that reduces counterfeit complaints by 92% through product lifecycle traceability [3] - The metaverse is creating immersive experiences, as demonstrated by a fast-moving consumer goods brand that received product ideas from 137 countries within three months [3] Group 4: Value Measurement System for Long-term Connections - The GEO model necessitates new evaluation dimensions, including Relationship Temperature Index (RTI), which shows that a 1-point increase in RTI can boost user lifetime value by 23% [4] - Co-creation Value Pool (CVP) measures the commercial value generated from user participation in product improvements, with a digital brand generating an additional 120 million yuan annually from user-developed plugins [4] - Ecosystem Health Index (EHI) monitors the collaborative state among users, partners, and the social environment, with leading companies beginning to publish sustainability reports [4] Group 5: Future Challenges in GEO Strategy Implementation - Brands must be cautious of data ethics boundaries, as excessive personalization can lead to negative user experiences, exemplified by a social platform that saw a 15% drop in daily active users due to precise recommendations [6] - The fairness of value distribution is a new challenge, focusing on how to share benefits through token economies when users contribute data and ideas [7] - Organizational capabilities need restructuring, with traditional marketing departments evolving into user growth centers, as seen in a multinational company appointing a Chief Experience Officer [8]