21世纪经济报道记者 董静怡 9月以来，李开复、余秀华、莫言、刘旸教主等各个领域有影响力的从业者均在小红书上参与和发起了 一种名为AMA（Ask me anything有问必答）的对话模式，深受用户欢迎。 小红书数据显示，近三个月，#ask me anything相关话题笔记发布量环比增长17倍，阅读量近3.7亿。 而对于小红书来说，AMA的营销并不只是社区活动，背后是小红书在增长瓶颈期的主动求变。 在传统优势领域边际效应减弱、多次电商尝试遇阻的当下，小红书明显加快了"破圈"的步伐。今年7 月，其slogan从"生活指南"转向"兴趣社区"，平台开始系统性切入科技、文学、二次元等垂直领域。 AMA的形式，进一步点燃了各垂直领域的内容互动。有接近小红书人士向21世纪经济报道记者透露， AMA类的内容在运营人工推荐和算法推荐层面，都有增加权重。 多元化的生态，对于小红书来说可能是一条更有商业化潜力的路径。 AMA最早诞生于Reddit，是它的一个子版块，名为 "r/IAmA"。 发帖人以 "I am a/an ... AMA" 的格式发布帖子，介绍自己的特殊身份、经历或职业，社区用户在笔记评 论区自由提问，问题可以 ...

Group 1 - The 2025 Home Preferred Brand Conference was held in Beijing, featuring over 300 guests from industry associations, well-known home enterprises, and mainstream media, focusing on how the home industry can achieve "breaking boundaries" under new circumstances [1] - The conference included the release of 34 lists of "2025 Home Preferred Brands" and discussions on deep industry insights [1] Group 2 - Jiusheng Flooring's Chairman Zhang Enjiu announced the launch of the "Super Stability King" solid wood flooring, which addresses stability issues for all application scenarios, enhancing the product's value and usability [3] - The "Super Stability King" flooring retains the health benefits of solid wood while introducing innovative technologies for broader application [3] Group 3 - Boloni's CEO Cai Xingguo reported a revenue growth of approximately 7% this year, with expectations for better growth next year due to improved operational management aligned with industry cycles [4] - The home industry is currently in an efficiency phase, emphasizing precise goal-setting and organizational efficiency to enhance value creation [4] Group 4 - Daxin Home's Chairman Pang Li highlighted the company's museum initiative, which addresses four industry challenges: design leadership, implementation of design, consumer experience, and product originality [5] - KD Custom's Chairman Yan Hong emphasized a focus on their target demographic without being confined to high-end categories, catering to consumers who prioritize lifestyle [5] Group 5 - Houmi Decoration's founder Cai Meng discussed their unique approach to hiring workers directly and addressing pain points in project management, resulting in a significant increase in customer repurchase rates [5] - Pahao Windows' Chairman Zhang Wei shared the company's successful expansion from a regional to a national brand by understanding dealer and customer needs [5] Group 6 - Yimu Home's General Manager Yu Guangming noted the company's shift from B2C to B2B, focusing on high-end clients and maintaining high standards, which has led to business growth despite market challenges [5][6] - Mogan Mountain's General Manager Zhao Jianzhong emphasized the importance of market insight and direct communication with consumers to identify and address demand [6] Group 7 - San Zhi Tu Group's President Han Jun highlighted the effectiveness of their shared and contractor model, which has led to significant revenue generation with minimal staffing [6] - Shangchi Home's Chairman Du Haiyun discussed the company's focus on personalized sleep systems and the integration of AI technology to enhance customer experience [7] Group 8 - The conference was organized by the Home Preferred Think Tank, with guidance from five major industry associations, and aimed to explore new development paths and dynamics for Chinese home brands [7]

Core Insights - The current performance market is experiencing explosive growth, and "breaking the circle" is essential for enhancing product competitiveness and providing more value to consumers [2][3] - "Breaking the circle" can be understood from two dimensions: supply-side innovation and marketing strategies [2] - The performance industry is witnessing various innovative models, such as concerts held at sunrise and collaborations between artists and local institutions to enhance the consumer experience [2] - The marketing aspect involves leveraging internet platforms to reach new customer segments, resulting in a significant increase in first-time concert attendees [2] - The concept of "breaking the circle" reflects a structural transformation in China's consumption market, with consumers increasingly willing to invest in immersive experiences [2] - Cross-industry collaboration has become a frequent term in the industry, indicating a trend towards integrated experiences [2][3] Industry Trends - The economic benefits generated by the integration of cultural and tourism sectors are noteworthy, with ticket platforms optimizing the purchasing experience and enhancing services [3] - Companies are encouraged to exceed customer expectations and explore industry integration to empower one another [3] - AI technology is reshaping consumer decision-making processes and presenting new challenges, yet the growth trajectory of the industry remains positive [3]