竞争绝非仅仅局限于竞争行为本身，其核心更在于讲述故事。在营销中提及竞争对手，能带来一种愈发难得的效果：基于消费者对品牌故事的 真切兴趣，实现真实的参与互动。那些能够精准识别真正对手，并巧妙打造出引人入胜、以叙事为驱动信息的品牌，将掌握一个强大的工具， 既可以提升消费者参与度，又能够强化客户忠诚度。 2019年，百事可乐在推特上发文："没百事了，来瓶可口可乐？#六字恐怖故事"。这绝非仅仅调侃一下饮品的选择，作为软饮料行业的巨头，百事可乐实 则在挖掘一股更为强大的力量——品牌竞争背后所潜藏的叙事魅力。 尽管多数营销建议都警示，不要发布针对竞争对手的负面信息，但我们近期发表在《营销研究杂志》上的研究表明，当涉及到真正的竞争对手——那些有 着长期正面交锋历史的品牌时，规则会发生显著变化。 我们分析了2020年至2022年间100个品牌在推特（现称X）上的数据，样本涵盖从软饮料、移动运营商到体育团队等20个类别，同时还对数千名美国消费 者进行了对照实验。研究发现，在营销信息中提及竞争对手，比提及其他任何竞品都能显著提高消费者的参与度以及购买意愿。 不仅如此，针对竞争对手的负面信息，实际上可能比正面信息效果更好，尤其在忠 ...

转自：北京日报客户端 WTT中国大满贯2025将于9月25日至10月5日在石景山首钢园举行。届时世界顶尖球员将在这里上演乒 乓世界的巅峰对决。全世界乒乓球迷的目光将再次聚焦石景山。 ▶ 这家老牌超市又"变"了！近70年，陪伴无数海淀人长大 ▶ 酷！炫！顶尖赛事场馆带来非一般的赛事体验 为了更好地迎合顾客需求，提升顾客购物体验，在经历了一个多月的市场调研、现场调改后，有着"门 店坪效之王"之称、承载三代海淀人记忆的超市发双榆树店完成第五次升级改造，于8月22日焕新开业。 ▶ 各区体验官齐聚北京石景山 京彩彩灯游园会解锁夜游新趣 当现代地标遇见东方意蕴，会渲染出怎样的滤镜？一键解锁北京朝阳的东方美学。 ▶ 北京地铁天桥站国家自然博物馆文创店正式运营 地铁里新增"自然文化驿站" 走进北京地铁8号线天桥站，自然科普的气氛悄然蔓延。作为北京市首家地铁站内博物馆文创店，国家 自然博物馆天桥站文创店自8月15日正式运营以来，便以独特的"地铁+文化"融合模式成为城市文化新地 标。 各区体验官齐聚北京石景山，京彩彩灯游园会解锁夜游新趣。 ▶ 十二龙九凤冠震撼亮相，六龙三凤冠首次惊艳荧屏，万历衮服真品首度一展真容！ 十二龙九凤冠 ...

Group 1: Old Puh Gold Performance - Old Puh Gold achieved a revenue of 14.18 billion yuan for the year ending June 30, 2025, representing a year-on-year growth of 249.4% [3] - The adjusted net profit reached 2.35 billion yuan, with a year-on-year increase of 290.6% [3] - Old Puh Gold's average sales per store in a single mall reached approximately 459 million yuan, ranking first among all jewelry brands in mainland China [3] Group 2: Customer Base and Market Position - Old Puh Gold has approximately 480,000 loyal members, an increase of 130,000 from the end of last year [3] - The overlap rate of Old Puh Gold consumers with users of luxury brands like LV, Hermes, Cartier, and Bulgari is as high as 77.3%, with a specific overlap rate of 79.3% with Hermes users [3] Group 3: Market Sentiment and Stock Performance - Following the release of its mid-year performance report, Old Puh Gold's stock price surged by 8.84%, but subsequently fell for two consecutive days [3] Group 4: Bubble Mart Performance - Bubble Mart reported a revenue of 13.88 billion yuan for the first half of the year, a year-on-year increase of 204.4% [6] - The net profit attributable to the parent company reached 4.574 billion yuan, growing by 46.37% compared to the entire year of 2024 [6] - The overseas market revenue for Bubble Mart reached 5.593 billion yuan, with a staggering year-on-year growth of 439.34% [6] Group 5: Future Projections for Bubble Mart - The founder of Bubble Mart, Wang Ning, expressed confidence in achieving a revenue target of 30 billion yuan for the year [7] - As of August 20, Bubble Mart's stock price rose by 12.54%, reaching a total market value of 424.4 billion HKD, marking a historical high [7] Group 6: Yonghui Supermarket Performance - Yonghui Supermarket reported a revenue of 29.948 billion yuan for the first half of 2025, a decline of 20.7% year-on-year [8] - The company incurred a net loss of 241 million yuan, compared to a profit of 275 million yuan in the same period last year [8] - The revenue decline was attributed to the closure of long-term loss-making stores and temporary closures during store renovations [9] Group 7: Strategic Changes at Yonghui - Yonghui closed 227 loss-making stores and opened 4 new ones, with a total of 552 operational stores as of the end of June [8] - The company is undergoing a transformation that includes a "naked procurement" model, which has led to a 40% drop in service revenue [9] Group 8: KFC's New Ventures - KFC has opened two new fried chicken stores in Shanghai, named "Fried Chicken Brothers," focusing on takeout and delivery [10] - The new stores are part of KFC's strategy to explore modular store formats and diversify its brand offerings [10] Group 9: Other Notable Performances - Under Armour reported a revenue decline of 4% to 1.1 billion USD for the first quarter of the 2026 fiscal year [20] - Estée Lauder's net profit plummeted by 390%, with a net sales figure of 14.326 billion USD, down 8% year-on-year [21] - Li Ning's revenue grew by 3.3% to 14.817 billion yuan, with badminton becoming a highlight of their business [23]

新京报讯（记者王萍）近日，麦当劳中国第三届"爱有你我 麦向未来"公益市集活动在北京、天津、济 南、武汉、沈阳、成都和长沙七城同期举办，象征着开心乐园餐的巨型红盒子闪现公益市集现场。据了 解，自2015年起，麦当劳中国每售出一份开心乐园餐，就投入0.5元用于麦当劳叔叔之家的建设与运 营。 北京麦当劳第三届公益市集现场设置了爱心小屋、爱心市集和爱心乐园三大板块。北京麦当劳高级总经 理王广一介绍，本届公益市集活动覆盖更多人群。此外，从今年5月起，消费者在北京任意一家麦当劳 餐厅购买开心乐园餐将获得参观北京麦当劳叔叔之家的机会，成为麦当劳叔叔之家的志愿者。 2006年，麦当劳中国与中国宋庆龄基金会合作，设立中国麦基金。截至目前，中国麦基金已推动麦当劳 叔叔之家在长沙、上海、北京先后投入使用。截至2025年6月底，3所麦当劳叔叔之家已累计服务超过 1700户家庭，提供超过7.7万个安睡夜晚。 编辑 王琳 校对 张彦君 ...

Core Viewpoint - KFC is expanding its "green" footprint by increasing its investment in the KPRO brand, which focuses on healthy light meals, in response to growing consumer demand for healthier food options [5][10][16]. Group 1: KPRO Expansion and Market Potential - KPRO has opened multiple new stores in cities like Jiangsu, Qingdao, Foshan, Dongguan, and Shanxi since July, indicating a strong commitment to expanding its footprint [8][11]. - The light meal market in China is projected to exceed 320 billion yuan in 2024 and is expected to surpass 500 billion yuan by 2026, highlighting significant growth potential [10]. - KPRO benefits from KFC's established brand recognition and customer base, which aids in attracting consumers to its healthy offerings [11][16]. Group 2: Product Offerings and Consumer Reception - KPRO's menu adheres to the "Light Meal Nutrition Matching Design Guidelines" established by the China Cuisine Association, focusing on fresh, healthy ingredients and cooking methods [17][21]. - Consumer feedback indicates a positive reception of KPRO's light meal options, with customers appreciating the health-conscious choices available [12][14]. - KPRO's sales performance is strong, with its Shanghai store reportedly selling over 4,000 orders in a month, outperforming other light meal brands [14]. Group 3: Competitive Landscape and Industry Trends - The light meal sector is becoming increasingly competitive, with numerous brands entering the market, including Subway and McDonald's, which are also launching healthy meal options [26][29]. - The number of light meal-related enterprises in China has surpassed 33,400, with over 4,100 new companies established in the past year, indicating a rapidly growing market [30]. - As consumer awareness of healthy eating increases, light meal brands are adjusting their pricing strategies, with many reducing their average meal prices to remain competitive [30][32].

未来消费 提前看到消费的未来 K K KAKKEK KEKKEKKE NEKEKE FFFFFFF 3eKV YICBONALDLANE 一次"向上"的营销活动。 作者 | 兰杰 编辑 | 乔芊 如果你在8月走进过北京的朝阳公园地铁站，就可以看见颜色饱和度极高、色彩对比强烈，且美术形象复古的大幅海报，恍若重回20多年前，这是8月麦当劳推出的全国性夏日主题活动 麦麦岛的宣传海报。 地铁中麦麦岛的宣传海报 此次活动是麦当劳通过限定美食、沉静式场景以及跨界合作打造的一场大型营销活动，期间推出了位于北京、上海、深圳等地的13家麦麦岛旗舰店，同时让全国范围内超7100家麦当劳 餐厅参与主题活动，进行麦麦岛式改造。 活动还与中国邮政、万豪旅享家以及滴滴出行达成跨界合作，推出了相关的主题客房和车辆，进一步在日常生活场景中强化麦麦岛的存在感。 以北京朝阳公园处的麦麦岛为例，别称麦当劳朝阳公园南路店，是于8月13日新开的门店，相较于网友对麦当劳变成中年人的调侃， 这一门店 更像是一个大型的麦当劳IP"痛岛" ("痛"指的是爱好者把动漫、游戏等相关元素大量装饰在物品和空间上，以此表达热爱)。 and . - 1997 10: 3 ...

高端汉堡品牌也盯上了烘焙这门生意。 8月18日，blue frog蓝蛙（下文简称"蓝蛙"）北京国贸店重新开业，摇身一变成为了一家烘焙店。 据了解，蓝蛙"全国首家Bakery店"主打燕麦乡村面包、蔓越莓欧包等，还提供草莓舒芙蕾、开心果巴斯克等甜品，售价在12-38元。 作为高端汉堡代表品牌之一，蓝蛙2002年在上海茂名南路开设首家门店，以美式汉堡为主打，售价78元起；产品还包括炙烤碳扒、意面、鸡 尾酒等，人均消费150元左右。 此番"下凡"卖起了平价烘焙，意欲何为呢？ 开烘焙店、拓产品线，蓝蛙喊出"不止汉堡" 7月，蓝蛙北京国贸商城店就开始围挡，并打出"蓝蛙全新烘焙"的标语。 8月18日，这家店正式重装开业，最显著的变化就是增加了透明橱窗，用来展示其烘焙产品。 产品方面，蓝蛙国贸商城店增加了草莓舒芙蕾蛋糕、胡萝卜蛋糕、香蕉蛋糕、肉桂面包、花椒法面包等十多款烘焙产品，售价在12-38元。 同时，这家店保留了蓝蛙原有的汉堡、炙烤等系列产品。相比蓝蛙78元起卖的汉堡，它的烘焙产品可以说是平价。 △图片来源：蓝蛙官方公众号 在开出烘焙专门店之前，蓝蛙已经在门店试水甜品、烘焙产品。 比如，今年6月，蓝蛙北京、上海部分门店 ...

人民财讯8月22日电，8月21日，印力集团与麦当劳中国在上海签署合作协议，双方就麦当劳品牌在印力 集团所属项目落地开展合作，将从长远发展角度建立深度战略合作伙伴关系。目前，印力集团已与麦当 劳中国在天津、福建、安徽、河南等省市部分项目达成合作意向。此次印力集团与麦当劳中国强强联 合，旨在提升存量项目合作数量，共同提升区域级商业、城市级商业、社区级商业的价值。 ...

今日热点导览 TOP3大新闻 12306回应高铁能否加挂吸烟车厢：目前不可能 "高铁半封闭站台能否禁烟"的讨论余热未消，有网友指出，目前，连在列车上的全面禁烟都还没有实 现。绿皮火车上虽然也是相对封闭环境，但设有专门的吸烟区域。12306回应，绿皮火车的连接处，在 不影响他人的情况下是可以吸烟的。 对此，有网友提议每趟列车能否加挂一节"吸烟车厢"，专供烟民使用，还兼具社交功能。8月21日， 12306回应称，高铁动车这类列车，出于安全考虑，目前不可能加挂"吸烟列车"；而对于绿皮车，客服 则表示可以将建议上报。记者查询国外列车禁烟措施了解到，在日本东京到大阪的高铁上，设有专门的 吸烟区域，内部设施完善，配有高端换气设备。但是高昂的设备费用最终还是加到了票价上。（大象新 闻） 官方通报50升油箱被加67.96升汽油：加油枪已封存，正在全面调查 8月21日，成都高新区市场监督管理局针对网络关注"有车主反映50升油箱被加了67.96升汽油"发布情况 通报，通报称：涉事加油枪为06#加油枪，2025年8月9日事发当天工作人员对加油枪进行了封存，至今 仍处于停用状态。目前相关情况正在全面调查中，下一步将根据调查结果依法依 ...

Group 1 - 12306 stated that high-speed trains cannot add "smoking carriages" due to safety concerns [4] - The discussion about banning smoking in semi-enclosed high-speed train platforms continues, with suggestions for designated smoking areas [4] - In contrast, traditional green trains allow smoking in specific areas without affecting others [4] Group 2 - Yonghui Supermarket reported a net loss of 241 million yuan in the first half of 2025, with revenue down 20.73% year-on-year [6] - The decline in revenue is attributed to strategic transformations and the closure of loss-making stores [6] - Despite increased revenue from store adjustments, it could not compensate for the losses from closed stores [6] Group 3 - Delta Airlines experienced a wing component failure during a flight, but all passengers landed safely [6] - The aircraft was grounded for repairs following the incident [6] Group 4 - McDonald's is reducing prices on eight popular meal options by 15% to attract cost-conscious customers amid economic pressures [9] - The company plans to introduce $5 and $8 value meals to enhance its appeal [9] Group 5 - Nikon will close its Yokohama factory by September 30, 2025, shifting operations to other locations [11] - The factory's closure is not expected to significantly impact annual profits [11] Group 6 - Bilibili reported a 20% year-on-year revenue growth in Q2 2025, with net profit reaching 560 million yuan [16] - The platform's daily active users hit a record high of 109 million, reflecting strong user engagement [16] Group 7 - China Petroleum & Chemical Corporation (Sinopec) reported a 39.8% decline in net profit for the first half of 2025, totaling 21.48 billion yuan [17] - The company's revenue also decreased by 10.6% year-on-year [17] Group 8 - Miniso announced a 10.6% increase in adjusted net profit for Q2 2025, reaching 690 million yuan [18] - The company also reported a 23.1% year-on-year revenue growth for the same period [18] Group 9 - The AI toy market has seen a significant surge, with sales increasing by 600% in the first half of 2025 [12] - AI toys are gaining popularity across various age groups, not just children [12] Group 10 - Meta has paused some hiring in its AI department to focus on planning and restructuring [13] - This decision follows the introduction of new personnel and aims to enhance the company's AI capabilities [13]