Core Insights - The article emphasizes the importance of effective marketing and promotional strategies for businesses to stand out in a competitive environment, highlighting the expertise of Shijiesong in providing valuable marketing guidance based on extensive experience in various industries [1][2][3]. Group 1: Marketing Strategy - Shijiesong's modular marketing consulting has successfully assisted over 80 large brand enterprises in overcoming bottlenecks and advancing brand marketing in Northern China [1][3]. - The marketing strategy focuses on "practicality + data," addressing pain points in the fast-moving consumer goods (FMCG) sector through precise promotional strategies that achieve "brand effectiveness" [3][45]. - The methodology emphasizes "usefulness as truth," prioritizing consumer benefits and creating compelling reasons for purchase through benefits-driven promotions [5][45]. Group 2: Promotional Tactics - The promotional planning framework includes defining objectives, categorizing strategies, and standardizing execution processes, ensuring a closed-loop management system [4][10][12]. - Key promotional tools include giveaways, interactive games, and bundled packages, with a focus on maximizing terminal support and integrating online and offline communication [12][13]. - Successful case studies, such as Nongfu Spring's campus marketing and Evergrande Ice Spring's Valentine's Day promotions, demonstrate effective strategies that significantly increased sales and brand exposure [20][26][35]. Group 3: Performance Measurement - The effectiveness of promotional activities is evaluated through quantitative metrics like sales achievement rates and qualitative metrics such as consumer satisfaction and brand perception [20][27]. - Shijiesong's approach includes a PDCA (Plan-Do-Check-Act) cycle for continuous improvement in promotional execution, ensuring alignment with market dynamics and consumer needs [4][13][45]. Group 4: Long-term Brand Value - The article discusses the synergy between promotions and brand building, advocating for a shift from short-term sales boosts to long-term brand loyalty through educational marketing and social responsibility initiatives [40][41][42]. - Strategies for managing product life cycles involve focusing on star products while phasing out underperforming items, optimizing inventory turnover rates [41][42]. Group 5: Industry Impact - Shijiesong's marketing framework has been recognized as a standard reference for FMCG promotional planning in academic settings, indicating its influence on industry practices [42][45]. - The article concludes that continuous innovation and meticulous operations are essential for converting promotional traffic into lasting brand loyalty in a dynamic market [45].

3月2 6日，据大象新闻消息，近日，法院公开东风英菲尼迪汽车有限公司起诉王力宏、西东音 乐（上海）有限公司财产损害赔偿纠纷的案件。 王力宏遭英菲尼迪起诉，曾合作3 5小时成"最短代言人" 公 告 显 示 ， 该 案 件 计 划 将 于 4 月 2 8 日 ， 由 上 海 市 金 山 区 人 民 法 院 审 理 。 其 中 ， 西 东 音 乐 （ 上 海）有限公司由ALEXANDER LEE HOM WANG（王力宏）担任法定代表人职务。 2 0 2 1年1 2月1 7日，王力宏的前妻李靓蕾在微博上爆料，指责王力宏在婚内的种种不当行为。 在回应中，王力宏否认了这些指控。此番争吵让两人的私事成为了公众议论的焦点。 事件的发酵导致了多个品牌与王力宏与解约，英菲尼迪、读书郎、周大生珠宝等公司相继宣 布停止合作。 其中，英菲尼迪在宣布王力宏成为代言人后仅3 5小时便果断终止合作，创下了 汽车品牌"史上最短代言"的新纪录。 图源：企查查 据 2 1 世 纪 经 济 报 道，此 前 在 2 0 2 1 年，英 菲 尼 迪 曾 官 宣 王 力 宏 为 代 言 人，后 续 仅 过 去 3 5 小 时 就 终 止 合 同 。 各 ...

Core Viewpoint - The bottled water market in China is experiencing intense competition, with major players like Nongfu Spring, Wahaha, and China Resources Beverage adjusting their strategies to capture market share after Nongfu Spring's re-entry into the pure water segment [4][5][9]. Group 1: Company Performance - Nongfu Spring reported a revenue of approximately 428.96 billion yuan for 2024, a year-on-year increase of 0.5%, and a net profit of about 121.23 billion yuan, up 0.4% [5]. - China Resources Beverage achieved a revenue of approximately 135.21 billion yuan, a slight increase of 0.05%, with a net profit of 16.37 billion yuan, reflecting a growth of 23.12% [5]. - Wahaha's overall performance returned to 700 billion yuan, marking an increase of nearly 200 billion yuan from the previous year, driven primarily by its bottled water and AD calcium milk businesses [4][5]. Group 2: Market Trends - The retail market for bottled drinking water in China grew by 2.5% year-on-year in 2024, with pure water accounting for 56.1% of the market [6]. - The natural mineral water market is expected to surpass 21.3 billion yuan in 2024, with a year-on-year growth rate of 17%, significantly outpacing the overall industry growth [6]. Group 3: Competitive Strategies - Nongfu Spring's re-entry into the pure water market has led to a price war, prompting competitors like Wahaha and China Resources Beverage to adjust their strategies [8][9]. - Nongfu Spring has launched a low-priced pure water product, with retail prices as low as 1 yuan per bottle, aiming to penetrate lower-tier markets [7][8]. - The competition has intensified, leading to increased product diversity and innovation, while also pushing smaller companies out of the market, thereby increasing industry concentration [8][11]. Group 4: Brand Positioning and Marketing - Nongfu Spring emphasizes its "high-quality natural water source" in its marketing, despite the lack of specific requirements for pure water [7]. - The company has upgraded its packaging to highlight its twelve major water sources, reinforcing its brand image of "natural and healthy" [9][10]. - China Resources Beverage is expanding its product range and has launched new brands to enhance its market presence following its listing on the Hong Kong Stock Exchange [10].