12月10日，由《经济观察报》与香港管理专业协会联合主办、中国广告协会指导的"2024-2025年度营响 大会暨第二十三届杰出品牌营销年会"将在北京北辰洲际酒店举行。 流量红利消退，品牌竞争进入价值深耕阶段。 本次年会聚焦真诚破局、多维共振与责任共生三大篇章，旨在解锁品牌可持续增长的全新路径，为行业 发展提供深度思考与实践方向。 以"真诚破局"为核心切入点，聚焦AI时代下的品牌基建重构——从借助AI搭建品牌高效运营底座，到赋 能中国好产品传递核心价值，本次年会特别邀请小宇宙、艾加营销等标杆代表。它们以技术为桥、以用 户为核心，通过AI交互重构场景，在工具革新与情感连接之间找到了精准平衡。 年会进一步以"多维共振"展开交流，直击当前流量碎片化的行业痛点。现场通过品牌破圈、跨界联动、 全域种草与用户深耕等丰富案例分享，深入探讨如何将短期流量沉淀为长期"留量"，助力品牌实现从单 次曝光到持续经营的关键跨越，从而解锁与用户产生深度共鸣的核心密码。 最后，作为收官探讨的"责任共生"，则将目光聚焦品牌长期资产的供养与积累。与会嘉宾围绕品牌如何 平衡品牌塑造与市场转化的边界展开讨论，探索实现短期效果与长期品牌资产双向赋能的 ...

以下文章来源于橙子马克厅 ，作者杰出品牌营销年会 橙子马克厅 . 新鲜有趣创意，尽在每日鲜橙~橙子马克厅由《经济观察报》品牌活动"中国杰出品牌营销奖"组委会发起。旨在通过活动的平台，盘点每一年精彩的年度营 销案例，记录每一天的中国商业精彩。与杰出企业、营销大师、创业新贵等一起铸造创新型营销矩阵。 年末收官之际，一场关乎营销未来的思想交锋即将开启。 这既是一场延续二十三载的行业盛事，也是一次在变革路口的关键思辨。 01 不止于观点交锋，更见证实践标杆 当营销竞争从流量争夺迈入价值深耕，品牌如何构建穿越周期的长期资产？当AI重构叙事逻辑，品效销如何实现真正协同？在全球化与可持续发展成为 必答题的今天，商业效益与社会价值又该如何平衡？ 这些问题的答案，都指向同一个核心命题——"品牌经济与流量经济的碰撞"。 这不是非此即彼的取舍，而是在竞合中寻找协同，在碰撞中走向融合。这也正是本届年会希望与行业共同探讨的方向。 除了前沿议题的深度探讨，本届年会另一大看点是——"第二十三届杰出品牌营销年会"的年度案例。杰出品牌营销年会历经二十三载沉淀，通过严谨的 评审机制，持续发掘中国营销领域的标杆案例。 今年，在经过两天的密集评审后 ...

Core Insights - The WISE 2025 conference is focusing on critical questions in various sectors, particularly emphasizing the need for genuine engagement and addressing underlying issues rather than superficial discussions [3][4] AI Sector - The discourse in the AI sector has shifted from "what is AI" to "how to implement it," highlighting concerns about commercialization, technology reliability, and sustainable payment models [6] - Key questions raised include how AI can enhance consumer-business interactions, the trust issues stemming from AI's inaccuracies, and the challenge of monetizing AI services amidst a landscape of free offerings [9][10] Overseas Expansion - Professionals in the overseas expansion sector are moving beyond mere sales to focus on building cross-cultural brands and managing global teams, indicating a deeper strategic approach to international markets [10] - Questions posed include the need for specific cross-cultural creative methodologies and strategies for convincing overseas consumers to pay a premium for products [12][13] Branding - The branding sector is experiencing a collective reflection on "value fatigue," where the focus has shifted to authenticity in storytelling and the true value of products amidst a market dominated by low-cost offerings [15] - Concerns have been raised about the disconnect between brands' marketing messages and the expectations of younger consumers, particularly regarding the authenticity of ESG initiatives and the conflict between low prices and brand value [16][18][20]

Core Viewpoint - InSai Group has announced the termination of its major asset restructuring plan, which involved the acquisition of an 80% stake in ZhiZhe Brand Management Consulting (Beijing) Co., Ltd. The decision was made due to changes in the external environment since the initial planning phase of the transaction [1][2][3]. Group 1: Transaction Details - The company planned to acquire the 80% stake in ZhiZhe Brand for a total transaction price of 641.6 million yuan, with 50% to be paid in shares and 50% in cash [3][4]. - The share issuance price for the transaction was set at 39.89 yuan per share [4]. - The total amount of funds to be raised for the transaction was not to exceed 320.8 million yuan, intended for cash payments, intermediary fees, and transaction taxes [4]. Group 2: Historical Context - The company announced a suspension of trading on October 23, 2024, in relation to the planned asset acquisition [2]. - Following the resumption of trading on October 29, 2024, the stock price surged to 79.82 yuan, marking a 19.99% increase, and reached a new high of 94.00 yuan the following day [2].

Core Viewpoint - Yuanlong Yatu reported a decrease in the number of shareholders, indicating a potential shift in investor sentiment and market dynamics [2] Shareholder Information - As of September 30, the number of shareholders for Yuanlong Yatu was 50,672, a decrease of 3,048 from the previous period (September 20), representing a decline of 5.67% [2] - This marks the second consecutive period of decline in the number of shareholders [2] Stock Performance - The closing price of Yuanlong Yatu was 18.27 yuan, reflecting an increase of 2.70% [2] - Since the concentration of shares began, the stock price has cumulatively decreased by 5.53% [2] - The stock experienced 4 days of increases and 4 days of decreases during the reporting period [2] Financial Performance - In the first half of the year, Yuanlong Yatu achieved operating revenue of 1.391 billion yuan, representing a year-on-year growth of 15.37% [2] - The company reported a net profit of -4.6072 million yuan, which is an increase of 80.11% year-on-year [2] - The basic earnings per share were -0.0200 yuan [2]

Core Viewpoint - FIL Limited has increased its stake in Edvance International Group to 6.03%, reflecting confidence in the company's long-term value as a leading fashion marketing enterprise in Greater China [1]. Group 1: Shareholding Activity - FIL Limited purchased 238,000 shares of Edvance International Group at an average price of HKD 1.00 per share, totaling HKD 238,000 [2]. - This is the second time FIL Limited has increased its holdings in Edvance International Group this year, indicating a strong belief in the company's potential [1]. Group 2: Market Position and Clientele - Edvance International Group holds a 13.8% market share in the high-end fashion brand experience marketing sector in 2024, maintaining its position as the top player in Greater China [3]. - The company has served over 550 renowned global brands, including luxury names like Cartier, Chanel, Dior, and Louis Vuitton, as well as mid-to-high-end automotive and local Chinese brands [3]. Group 3: Recent Marketing Initiatives - Edvance International Group's recent project for Louis Vuitton, the "Extraordinary Journey" exhibition in Shanghai, became a focal point in the industry, showcasing the company's capabilities in luxury brand marketing [3]. - The company has also ventured into sports fashion, successfully organizing events for Adidas Originals and Under Armour, demonstrating its versatility in marketing [3][4]. Group 4: Industry Outlook - With the gradual recovery of the Chinese consumer market, luxury marketing budgets are expected to increase, providing new growth opportunities for Edvance International Group [4].

Core Viewpoint - FIL Limited has increased its stake in Adway Group, reflecting confidence in the company's long-term value as a leading fashion marketing enterprise in Greater China [1] Group 1: Shareholding Activity - FIL Limited purchased 238,000 shares of Adway Group at an average price of HKD 1.00 per share, totaling HKD 238,000 [2] - Following this transaction, FIL Limited's total shareholding in Adway Group reached 44.916 million shares, representing a 6.03% ownership stake [1] Group 2: Market Position and Clientele - Adway Group holds a 13.8% market share in the high-end fashion brand experience marketing sector in 2024, maintaining its position as the top player in Greater China [3] - The company has served over 550 renowned global brands, including Cartier, Chanel, Dior, and Louis Vuitton, as well as mid-to-high-end automotive and local Chinese brands [3] Group 3: Recent Marketing Initiatives - Adway Group's "Extraordinary Journey" exhibition for Louis Vuitton in Shanghai became a focal point in the industry, featuring a unique concept space designed by OMA and attracting numerous celebrities [3] - The company has also successfully organized events for Adidas Originals and Under Armour, showcasing its capabilities in both luxury and sports marketing [4] Group 4: Industry Outlook - With the gradual recovery of the Chinese consumer market, luxury marketing budgets are expected to increase, providing new growth opportunities for Adway Group [4]

Core Insights - The 11th GDMS Global Digital Marketing Summit successfully concluded at the National Exhibition and Convention Center in Shanghai, attracting over 6000 brand marketers and featuring more than 100 industry-leading speakers and exhibitors [1][3] Group 1: Event Overview - The summit was themed "Strive for Differentiation," focusing on new paths for brand growth in the era of AI, injecting strong innovative momentum into the industry [1] - The first day featured four major thematic forums alongside an innovative exhibition, while the second day culminated in a grand finale showcasing industry insights [1][3] Group 2: Forum Highlights - The main forum discussed marketing differentiation from two additional dimensions: marketing goals (from liking to loving) and marketing thinking (from cognition to thought) [3] - Sub-forums covered practical cases in "AI Practices," "E-commerce," and "New Product Launches," showcasing innovative practices in brand differentiation [3] Group 3: Key Speaker Insights - Brands must create emotional values by staying true to their identity, as emphasized by the CEO of Bottega Veneta for Greater China [5] - Smart Automobile's CEO highlighted the importance of connecting with consumers on a lifestyle and value level, moving from mere attraction to deeper emotional engagement [7] - LVMH's media head stressed that cultural resonance drives meaningful connections, leading to brand loyalty [9] Group 4: AI and Marketing Strategies - The Chief Digital Officer of Cha Ba Dao discussed expanding customer acquisition through comprehensive traffic sources and enhancing customer value via private domain operations, empowered by AI [13] - The Chief Digital and Marketing Officer of Boss Electric Appliances stated that the true success of AI marketing lies in improving users' lives rather than just financial gains [15] Group 5: Closing Remarks and Future Outlook - The founder of GDMS, Ken, delivered a closing speech reflecting on the event's differentiation and the importance of visual, service, content, and format uniqueness in the marketing landscape [42][43][44][45] - GDMS aims to foster a sustainable marketing ecosystem and looks forward to the next summit in 2026 [47]

Core Insights - The brand management market in China has surpassed 100 billion yuan in 2024, with AI technology penetration increasing by 270% compared to three years ago [1] Group 1: Company Profiles - Hangzhou Pinsu Gongying Technology has established an AI marketing ecosystem covering 12 industries and serving over 200 enterprises, driven by its "Intelligent Semantic Engine" and "Multimodal Content Factory" [2][3] - Sixling Five Culture specializes in creative storytelling within the Xiaohongshu ecosystem, leveraging cultural insights and precise matching to enhance brand narratives [5][6] - Hangzhou Yunxi Information Technology combines advanced visual technologies like 3D modeling and animation rendering to redefine brand communication, particularly for B2B enterprises [8][9] - Zhejiang Media Group utilizes its extensive media resources to empower regional brand building and crisis management, integrating traditional media credibility with new technologies [11][12] - Simai Media is undergoing a strategic transformation towards integrating technology with media and cultural tourism, despite facing financial challenges in 2024 [14][15] Group 2: Key Strategies and Innovations - Pinsu Gongying's data-driven content strategy has led to significant increases in user engagement, such as a 300% growth in trial bookings for a new energy vehicle brand [2][3] - Sixling Five Culture's campaigns have resulted in a 300% increase in registered users for an online education platform, showcasing the effectiveness of their creative content [3][7] - Yunxi Information's promotional videos have enhanced brand visibility, with a 35% increase in market attention for a sports brand [9][10] - Zhejiang Media Group's crisis management strategies have effectively reduced negative sentiment by up to 72% through targeted communication [12][13] - Simai Media's AI-driven advertising tools have reduced production costs by 30% while increasing conversion rates by 170% [15][16] Group 3: Future Trends in Brand Management - The future of brand image shaping will see the standardized application of AI-generated content, innovative AR/VR integration, and a focus on expressing brand values [18][19] - Companies must align their partnerships with their brand values, considering both technical capabilities and cultural resonance [19]

Group 1 - The company intends to acquire 80% equity of Zhizhe Tongxing Brand Management Consulting (Beijing) Co., Ltd. through a combination of issuing shares and cash payment, along with raising supporting funds [1][2] - The Shenzhen Stock Exchange has accepted the company's application for the asset purchase and fundraising, with notifications received on June 30, July 13, and an announcement of a delayed response on August 12 [2] - The company has voluntarily applied to suspend the review of the transaction due to pending opinions from relevant authorities, ensuring the transaction's normal progress [2] Group 2 - The suspension of the review is not expected to have a significant adverse impact on the company's operations or the continuation of the transaction [2] - The company is actively working with relevant intermediaries to advance the transaction and will promptly submit application materials to the Shenzhen Stock Exchange once the necessary matters are resolved [2]