没有华丽的辞藻，只有一步一个脚印的透明沟通、贴近市场的营销创新，以及一个又一个真实的数据， 共同构成了项目蜕变的故事。 重启：接手一个亟待唤醒的县域项目 石家庄市深泽县，一个人口约20万的县城，楼市存量竞争激烈，年去化量仅300套左右。 在这样的市场背景下，翡翠书香项目曾面临诸多挑战：工程推进节奏较慢、周边配套尚在发展中、前期 客户信心不足，项目一度在市场缺乏声音。 从工程进度滞后、市场口碑低迷，月均流速不足1套，到连续5个月稳居县域销量榜首、市场占有率超 50%、客户信心全面回升——由远洋集团旗下代建平台——远洋建管提供代销服务的石家庄翡翠书香， 在接手后短短数月内实现了一场扎实的"信任重塑战"。 2025年7月，远洋建管正式承接项目代销服务。摆在团队面前的，不仅是约4.6亿货值的去化任务，更是 如何在一个信任敏感型的县域市场中，重新建立起客户、渠道与市场的信心。 破局：把"放心"作为信任重建的起点 县域购房，核心是"放心"。远洋建管代销团队入场后，没有急于推销，而是从最根本的"信任重建"入 手： 资金管理透明化，缓解交付焦虑 针对此前客户关注的资金安全问题，实施"回款直达资金监管账户"政策，并向客户详细传 ...

公司研究 证 券 研 究 报 告 五粮液（000858）1218 共商共建共享大会点评 强推（维持） 补贴渠道，份额优先 目标价：215 元 事项： 公司召开 1218 共商共建共享大会，会上公司交流理性坦诚，客观总结 2025 年 成果与不足，对 26 年进行规划和部署，同时发布马年生肖酒新品。我们前往 参会并点评如下： 评论： [ReportFinancialIndex] 主要财务指标 | | 2024A | 2025E | 2026E | 2027E | | --- | --- | --- | --- | --- | | 营业总收入(百万) | 89,175 | 72,234 | 72,533 | 77,794 | | 同比增速(%) | 7.1% | -19.0% | 0.4% | 7.3% | | 归母净利润(百万) | 31,853 | 23,507 | 23,882 | 26,317 | | 同比增速(%) | 5.4% | -26.2% | 1.6% | 10.2% | | 每股盈利(元) | 8.21 | 6.06 | 6.15 | 6.78 | | 市盈率(倍) | 13 | 18 | 1 ...

小米的营销手段可以称得上是行业标杆。 从手机到家电，再到汽车，每一处都有它的影子。 但近期，一起消费维权的判决却让小米站上了舆论风口。 此事一出，不仅引起了大众的议论纷纷，还引来了官媒的点名点评。 而身为该品牌的核心引航者，雷军也因这起案件被推到了舆论的审视框中。 如今再看官媒的这篇发文，句句不提雷军，却意外给雷军敲响了警钟。 2011年的手机圈，还处在高价智能机占主力军的时代。 但一个人的出现却打破了这种局面，他就是雷军。 当年雷军用价格悬念和反差营销的方式成功让小米1实现了王炸出场。 而这种别具一格的营销方式，也让小米手机一战成名。 自此，"性价比之神"这一独特标签便成了小米的代名词。 而到了2014年，小米"一块钢板的艺术之旅"为主题的年度发布会更是成功让这个品牌火出了圈。 在发布会上，雷军用了很长的时间把这块钢板的工艺讲得淋漓尽致。 从追求极致性价比到追求硬件工艺，小米再次实现了一大跨越。 而雷总一句"碉堡了"更是直接成为当年科技圈的流行语。 不过，除了新机以外，更让人印象深刻的是发布会上只要79元的小米手环。 要知道同期同类的产品动辄就要数百元，这个价格在当时的市场上堪称"地板价"。 而小米手环凭借 ...

此外，海航控股特别为涉及海南地区的航班设计了叠加优惠，乘客在股东折扣基础上，可再享同等折 扣。作为海南自贸港主基地航司，海航控股既响应了国家建设海南自贸港重大战略部署的号召，也体现 了新海航饮水思源，深度参与、全力服务海南自贸港建设的责任担当。 本报讯(记者李雯珊)在加入辽宁方大集团（000055）实业有限公司4周年之际，12月9日晚间，海南航空 控股股份有限公司(以下简称"海航控股（600221）")披露《关于股东回馈活动的自愿性信息披露公 告》，上市公司股东可享专属购票优惠，其中自贸港航线还可享受折上折福利。 公告显示，在2025年12月8日至2026年1月20日期间，公司10月9日及10月15日登记在册的A/B股股东选 乘海南航空及旗下航司执飞的国内航班，可不限次数享受购票优惠。根据后续说明公告显示，持有股票 的新股东也可以通过邮件确认的方式享受活动权益。此次活动是国内首家上市航司用机票折扣回馈股东 的创新举措。 此次股东优惠活动，再次展现了海航控股灵活的市场机制和用户思维，实现多方共赢：对股东而言，获 得了实实在在的出行福利，增强了持股体验；对公司而言，提升了用户黏性与航班客座率，激活了存量 资源。对 ...

Core Viewpoint - Chery Automobile's recent marketing stunt, intended to showcase the capabilities of the Fengyun X3L, ended in failure when the vehicle lost control during a challenge at Tianmen Mountain, leading to a public apology and a need for crisis management [1][5][6] Marketing Strategy - The marketing event aimed to replicate a successful challenge previously achieved by a luxury SUV, positioning the Fengyun X3L as a budget-friendly alternative with high off-road capabilities [6][8] - Chery's promotional focus on extreme off-road performance was misaligned with the actual needs of its target audience, which primarily consists of urban families and first-time car buyers who prioritize practicality over extreme capabilities [8][10] Consumer Insights - The challenge's extreme nature did not resonate with the majority of consumers, who are more concerned with everyday usability, such as electric range and fuel efficiency, rather than off-road prowess [8][10] - The disconnect between the marketing message and consumer needs highlights a trend of "self-indulgent marketing" that fails to address real user concerns [10][11] Industry Trends - The automotive industry is experiencing increased pressure to differentiate through innovative marketing strategies due to market saturation and consumer information overload [14][15] - Many companies are resorting to extreme marketing tactics in an attempt to gain attention, often at the expense of conveying genuine product value [14][15] Successful Marketing Examples - In contrast, NIO's ES8 successfully focused on practical features that address family needs, leading to strong sales performance by aligning marketing with consumer expectations [15][18] - Effective marketing should connect product value with consumer needs, reinforcing brand trust and loyalty [19][24]

Core Insights - The company achieved a revenue of 3.67 billion yuan and a net profit attributable to shareholders of 2.15 billion yuan in the first three quarters of 2025, marking a year-on-year increase of 167.73% [2] - The company plans to distribute a cash dividend of 2.45 yuan per share, totaling 1.89 billion yuan, in addition to a previous distribution of 986 million yuan [2] - The company is focusing on its core traditional Chinese medicine business, having divested low-margin assets to enhance its competitive edge [2] Financial Performance - Revenue for the first three quarters reached 3.67 billion yuan [2] - Net profit attributable to shareholders was 2.15 billion yuan, a 167.73% increase year-on-year [2] - Non-recurring net profit was 818 million yuan, reflecting a 6.70% year-on-year growth [2] - Sales of the main products, including the "Suxiao Jiuxin Wan," reached 1.72 billion yuan, up 13.34% year-on-year, while "Qingyan Diban" sales were 376 million yuan, a 38.61% increase [2] Strategic Initiatives - The company is implementing a "brand-led" strategy focusing on six key areas: marketing innovation, research and development innovation, quality improvement, management upgrades, organizational transformation, and cultural cohesion [3] - The "Love Throat China Plan" was launched to promote throat health, with significant brand activities and outreach efforts across 20 cities [4] - The company is actively involved in public welfare initiatives, such as the "Suxiao Jiuxin Public Welfare Activity," aimed at improving cardiovascular health and emergency response capabilities [5][6] Market Positioning - The "Qingyan Diban" has achieved the highest market share in its category, reflecting the effectiveness of the company's branding efforts [4] - The company is enhancing its market competitiveness through innovative marketing strategies, including the O2O "Fire Wheel" plan to optimize service delivery [6] - The company aims to solidify its position as a leader in modern traditional Chinese medicine, with ongoing research and development projects to support long-term growth [6]

Core Insights - The company reported a revenue of 1.212 billion yuan for the first three quarters of 2025, representing a year-on-year growth of 14.12%, with a net profit attributable to shareholders of 116 million yuan, up 3.23% year-on-year [1] - In Q3 alone, the revenue reached 395 million yuan, marking a 21.09% increase, while the net profit was 22.39 million yuan, a growth of 2.47% year-on-year [1] Company Performance - The company is a leading player in the yellow wine industry, with well-known brands such as "Huaijishan," "Lanting," "Xitang," "Wuzhanmao," and "Tang Song" [1] - The company has focused on product and technology innovation, optimizing its product structure to create high-end yellow wine products and enhance the value of yellow wine [1] - Sales of mid-to-high-end yellow wine reached 751 million yuan, a year-on-year increase of 19.64%, while ordinary yellow wine sales dropped to 273 million yuan, down 16.01% [1] Market Dynamics - The majority of yellow wine consumption in China is concentrated in the Jiangsu, Zhejiang, and Shanghai regions, where the company has seen a net decrease of 49 distributors [2] - Despite the decrease in distributors in the main markets, sales revenue in these regions increased, with Zhejiang achieving 699 million yuan (up 17.89%) and Shanghai 219 million yuan (up 10.26%) [2] - The company expanded its distributor network in non-core markets, increasing by 91 to a total of 838 distributors [2] Sales Channels - Direct sales revenue for the company reached 245 million yuan, a significant increase of 58.87%, while wholesale and agency sales were 922 million yuan, up 6.93% [2] - International sales, however, decreased to 6.857 million yuan, down 15.95% year-on-year [2] Shareholder Insights - The top ten circulating shareholders list shows that Penghua Zhongzheng Wine ETF increased its holdings to 7.4086 million shares, an increase of 2.4553 million shares from the previous quarter [3] - Notable investor Ge Weidong maintained his holding at 4.9715 million shares, having entered the shareholder list in the semi-annual report [3]

Group 1 - The short drama "Eighteen-Year-Old Great-Grandma Returns" (referred to as "Great-Grandma") has achieved significant viewership, breaking records with over 10 billion views in just four days and surpassing 30 billion views on the platform within a short time frame [1] - The third season of "Great-Grandma" has attracted over 800,000 reservations before its premiere, indicating strong audience anticipation and engagement [1] - The show has generated extensive social media buzz, with related topics trending on platforms like Douyin and Weibo, showcasing its widespread popularity [1][3] Group 2 - Douyin Mall has innovatively integrated brand live streaming into the storyline of "Great-Grandma 3," creating an immersive experience for viewers [3][5] - The live streaming event featured real-time audience interaction, allowing viewers to influence the storyline, enhancing engagement and emotional investment in the brands showcased [5][26] - Each brand's product was cleverly woven into the narrative, serving as essential tools for the protagonist's success, thus facilitating a seamless transition from entertainment to purchasing intent [26][31] Group 3 - The collaboration between Douyin Mall and "Great-Grandma 3" has effectively transformed traditional marketing approaches, breaking the barrier between brand promotion and sales conversion [33][50] - The event has demonstrated a significant increase in brand sales, with peak online viewers exceeding 100,000 for each brand, marking a historic achievement for their sales records [48] - The marketing strategy employed has created a sustainable content ecosystem, allowing brands to maintain consumer interest and engagement beyond the initial event [56]

Group 1: Mooncake Market Trends - The mooncake market is experiencing a surge in sales as the Mid-Autumn Festival approaches, with products like "月满九州" selling out quickly during live-streaming events [1] - Various universities and museums are launching themed mooncake gift boxes that incorporate cultural elements, transforming mooncakes into cultural symbols rather than just food [2][3] - Companies like Suzhou Daoxiangcun are innovating by collaborating with popular IPs and utilizing social marketing strategies to appeal to younger consumers [3] Group 2: Marketing Strategies in the Alcohol Industry - Alcohol brands are ramping up marketing efforts for the upcoming double festival, with promotions and discounts being a common strategy to boost sales [6][7] - Some brands, like Wuliangye, are adopting a more conservative approach to marketing, focusing on measurable outcomes rather than broad promotional campaigns [11] - Innovative marketing tactics, such as partnerships with social media platforms and immersive experiences, are being employed to enhance consumer engagement and brand loyalty [9][10] Group 3: Broader Consumer Trends - The demand for seasonal gifts, such as hairy crabs and plant-based beverages, is rising, with brands leveraging unique promotions to attract consumers [12][14] - Companies are increasingly focusing on creating memorable consumer experiences and emotional connections rather than relying solely on price reductions [5][14] - The integration of cultural elements into marketing campaigns is becoming a key strategy for brands to resonate with consumers during festive seasons [14]

Core Viewpoint - The "One Boarding Pass" exclusive marketing campaign launched by Capital Airport Commercial Company in collaboration with Daxing Airport and China Eastern Airlines aims to enhance passenger experience and drive consumption in the Daxing Airport commercial area [1][2]. Group 1: Marketing Campaign Details - Passengers holding boarding passes from China Eastern Airlines or Shanghai Airlines can enjoy discounts ranging from 20% to 5% at designated stores, covering various categories such as clothing, skincare, cultural products, and food [1]. - The campaign is strategically located in the central area of Daxing Airport and the C concourse, leveraging the high passenger traffic and the exclusive stop of China Eastern Airlines flights to facilitate immediate access to discounts [2]. Group 2: Service Enhancement and Future Plans - The initiative aims to reduce the time cost for passengers by allowing them to enjoy discounts immediately upon arrival or departure [2]. - The company plans to expand partnerships with other airlines like Air China and Beijing Airlines to develop exclusive flight discounts and additional value-added services, further enhancing the marketing strategy and creating a comfortable commercial ecosystem at the airport [2].