来源：网络代运营 一、当"量"的喧嚣褪去：陷入数据海洋却触不到人心的营销困境 会议室大屏上的曲线仍在攀升，用户覆盖数、曝光量、点击率，所有指标一片飘红。但坐在长桌尽头的品牌创始人，眉头却锁 得更紧。他知道，这些漂亮的数字背后，是不断飙升的获客成本和日益沉默的用户。广告预算像泼向沙漠的水，瞬间蒸发，只 留下零星、难以辨认的痕迹。我们曾经深信不疑的"广撒网"逻辑，在信息过载的今天显露出其脆弱本质——它抓住了眼球，却 漏掉了心智;触达了人群，却错过了那个"对的人"。营销从未如此便捷，也从未如此无力;数据从未如此庞大，也从未如此空洞。 这正是智达明远创始人刘艳兵多年前躬身入局时，决心破解的核心命题。他看见一个吊诡的现实：企业手握的消费者数据堆叠 成山，但消费者的真实面孔却在数据标签的碎片化切割下越发模糊。年龄、地域、兴趣标签的机械组合，拼凑不出一个活生生 的人在具体情境下的决策动机。营销变成一场昂贵的猜谜游戏，基于概率的轰炸替代了基于理解的对话。市场部与真实市场之 间，隔着一层越来越厚的毛玻璃。 智达明远带来的转变，始于一个根本性的视角转换：将消费者从二维的数据报表中释放出来，放回他们所处的、不断流动的物 理世界与生 ...

2025年12月11日，抖音电商千川大会在上海举行。会上，抖音电商千川负责人卢忠浩发布了全新营销产品"千川・乘方"。依托AI技术，"千川・乘方"围绕策 略托管、动态智能服务、精准推荐三大能力搭建起一站式智能营销体系，并叠加惠商扶持政策，为商家降本增收、长期经营提供双重支撑。 数据显示，过去一年使用千川的商家经营成效明显，销售额增速远超行业平均值。为进一步扶持商家长期发展，让商家经营更省心省钱，千川推出"千川·乘 方"全新营销产品，通过"千策""千意""千寻"三大核心模块，从成本管控、智能运营到增量获取打通商家经营全流程，为商家提供更具确定性的生意增长。 在成本管控方面，"千策"模块可实现预算与ROI（投入产出比）的一体化智能调度。商家无需再分别管理营销广告、达人合作、技术服务费等多维度成本， 只需设定整体预算与综合ROI目标，系统即可自动完成预算分配、出价调控及选品匹配。针对达人合作这一关键场景，产品对星图和精选联盟做了升级，将 广告花费与达人佣金统一核算，优先放大高利润率内容的流量价值，既保障商家获得增量订单与利润，也让制作好内容的达人得到激励，形成正向循环。 AI驱动的全链路智能服务是"千川・乘方"的核心 ...

Core Insights - The iPX 2025 China Outbound Marketing Summit, hosted by impact.com, gathered over 600 industry representatives to discuss the transformation driven by AI technology and the new global market landscape for Chinese brands [1] - Jennifer Zhang, Managing Director of impact.com Greater China, emphasized that partnerships are the underlying logic driving the transformation of Chinese brands, moving away from traditional customer acquisition models towards partnership marketing [1][3] - The shift towards partnership marketing is particularly effective for engaging Generation Z and emerging consumer groups, establishing brand trust through community and creator-driven strategies [1] Group 1 - AI advancements, such as those from DeepSeek and the widespread application of generative AI tools like ChatGPT, are pushing marketing into the AI era, complicating market competition and diversifying consumer demands [3] - SAP's CRM expert highlighted that AI-supported user operations and DTC transformation can help brands shift from a transaction-centric model to a user interaction model, enhancing customer lifetime value [3] Group 2 - impact.com is upgrading its products to enhance partnership marketing efficiency, focusing on four key areas that leverage AI and automation [3][5] - The platform has undergone a complete front-end redesign for improved user experience, introduced an AI-powered assistant "Ask Impact" for partner recommendations and insights, and implemented an intelligent agent framework to automate repetitive tasks [5] - The launch of the "Product Boost" retail media solution allows brands to incentivize specific product promotions through partnerships, creating new growth channels [5] Group 3 - Participants at the summit stressed that Chinese brands are in a critical transition from "Made in China" to "Created in China," needing to shed low-cost labels and rely on product innovation, design, and quality to reshape their international image [7] - To penetrate mature markets like the U.S., companies must build multi-touchpoint partnership matrices and focus on localized communication to integrate into local cultural contexts [7]

Core Insights - The article highlights the significant issue of customer attrition in physical stores, with retention rates generally below 30% for traditional retailers, indicating a critical challenge for long-term sustainability [1] - The introduction of the AI-driven marketing tool, Kaidan Guo, has shown to improve customer retention rates to over 60% in stores utilizing its services, demonstrating its effectiveness in addressing customer loss [1][2] Group 1: Customer Retention Challenges - Physical stores are experiencing severe customer loss, attributed to changing consumer habits and inadequate operational capabilities [1] - Traditional retail stores have a customer retention rate of less than 30%, meaning fewer than 30 out of 100 customers return [1] Group 2: Kaidan Guo's Impact - Kaidan Guo has established a complete cycle of "Customer Acquisition - Interaction - Retention - Repurchase," which is crucial for improving customer retention [1] - The tool's precise customer acquisition and short video marketing features help stores reach potential customers beyond geographical limitations, moving away from a passive approach [1] Group 3: Interaction and Personalization - The AI business opportunity push feature enhances communication between staff and customers, making interactions more relevant and reducing ineffective sales pitches [1] - The CRM system plays a vital role in the retention phase by tracking customer behavior and providing personalized services, such as remembering important dates for customers [2] Group 4: Automation in Repurchase - Automated operational systems maintain contact with customers through regular promotions and event notifications, encouraging repeat purchases [2] - The comprehensive system provided by Kaidan Guo equips physical stores with the necessary tools to combat customer attrition effectively, thus supporting performance improvement in a competitive market [2]