Core Insights - The article highlights the innovative marketing strategy of the company, Hai Li En, which aims to connect with young consumers through emotional engagement and interactive experiences [1][3][21] Group 1: Event Overview - Hai Li En launched a campus tour named "Youth Meng Friends Season" at Shenzhen University, marking the first stop of its nationwide tour [1][6] - The event included a live performance featuring various artists, creating a vibrant atmosphere for students [8][10] Group 2: Emotional Engagement Strategy - The brand combined its professional positioning of "first invisible glasses" with a "cute warmth" emotional core, resonating deeply with the young audience [3][14] - Interactive spaces were created, incorporating the brand's adopted stray dogs, fostering emotional connections through playful activities [4][6] Group 3: Marketing Execution - The event featured a unique character, "En En," who engaged with students, enhancing the brand's presence and relatability on campus [6][10] - The stage design incorporated brand colors and themes, making the brand an integral part of the event experience [13] Group 4: Social Media Impact - The event generated significant social media buzz, with students sharing their experiences and interactions with the brand, indicating a strong emotional connection [15][17] - The online live streaming of the event reached over 540 million views, showcasing the brand's effective engagement with the Gen Z audience [21] Group 5: Strategic Evolution - Hai Li En's strategy reflects a deep understanding of the campus market, positioning itself as a lifelong companion for students throughout their educational journey [21][22] - The brand's past initiatives, such as the "Nine Provinces Seeking Color" series and its focus on animal welfare, demonstrate its commitment to cultural resonance and emotional connection with young consumers [18][24]

Core Viewpoint - The article emphasizes the importance of emotional connection and engagement with the younger generation through innovative marketing strategies, particularly in campus settings, showcasing the brand's commitment to accompany youth in their growth journey [6][18][30]. Group 1: Event Overview - The brand participated in a unique campus event called "Youth Cute Friends Season" at Shenzhen University, marking the first stop of its nationwide tour [4][9]. - The event featured a blend of interactive activities and live performances, creating a vibrant atmosphere that resonated with students [11][20]. Group 2: Emotional Engagement Strategy - The brand integrated its professional identity with a "cute" emotional core, creating a relatable and participatory brand resonance space within the campus environment [6][16]. - Interactive spaces were designed to evoke emotional connections, utilizing the brand's adopted stray dogs as symbols of warmth and community [7][18]. Group 3: Marketing Execution - The event included a live performance featuring various artists, enhancing the emotional experience for students and solidifying the brand's presence in their memories [11][22]. - The brand's mascot "Enen" became a focal point of interaction, drawing attention and fostering a sense of community among students [9][13]. Group 4: Strategic Insights - The brand's approach reflects a deep understanding of the evolving consumer behavior among university students, who seek emotional resonance and identity recognition rather than mere product consumption [18][28]. - The brand's historical trajectory shows a consistent effort to connect with youth culture, from cultural exploration to emotional bonding through various initiatives [26][30]. Group 5: Future Directions - The brand plans to continue its campus engagement strategy, recognizing the importance of building lifelong emotional connections with students as they progress through their academic journey [28][29]. - The success of the event is evidenced by significant online engagement, with over 16.9 billion total exposures and a notable increase in participation from Generation Z [28].

Core Insights - The article emphasizes the shift from chasing fleeting trends to creating lasting brand assets through proactive engagement and community building [1][17][21] Brand Strategy - Companies often fall into the cycle of chasing trends for short-term visibility, leading to a lack of long-term brand recognition [1][2] - A successful strategy involves transforming from a "trend chaser" to a "trend creator," ensuring that public interest translates into brand equity [1][3] Case Study: 海俪恩 - 海俪恩 initiated a successful offline event called "萌面派对" to engage consumers and create a memorable brand experience [3][11] - The brand leveraged the popularity of pets by integrating them into its marketing strategy, resulting in a strong emotional connection with consumers [6][7] - The "萌面派对" served as a platform for immersive experiences, allowing consumers to interact with the brand and its products in a fun environment [11][13] Consumer Engagement - The brand's approach includes understanding consumer insights, as evidenced by the 230% annual increase in searches for pet-themed products [5] - By adopting a persona-driven strategy, 海俪恩 has successfully connected with the "萌系" lifestyle, enhancing consumer loyalty and emotional ties [7][20] Marketing Effectiveness - The marketing campaign achieved significant results, with GMV exceeding 10 million and a 200% increase on the first day [15] - The brand's focus on community and shared values has led to a 40% increase in customer lifetime value and a 23% rise in repurchase rates [20][21] Long-term Value Creation - The article highlights the importance of transforming transient consumer interest into long-term brand loyalty through meaningful engagement [21] - By integrating social responsibility into its business model, 海俪恩 has fostered a deeper connection with consumers, enhancing brand perception and trust [21]

Core Viewpoint - The article emphasizes that instead of blindly chasing trends, brands should focus on creating "sustainable assets" that can endure beyond fleeting attention spans [2][27]. Group 1: Brand Strategy - The current era is characterized by an abundance of trends and attention, leading many brands to fall into a cycle of chasing trends, which results in temporary visibility but no long-term growth [2][27]. - Brands should transition from being "trend chasers" to "trend creators," effectively transforming public interest into brand-specific assets [2][5]. - The case of Hai Li En illustrates how to convert trends into lasting consumer connections, breaking the cycle of being discarded by trends [5][10]. Group 2: Consumer Engagement - Hai Li En's "Cute Pet Party" event exemplifies how to create engaging experiences that resonate with consumers, allowing them to connect with the brand on a deeper emotional level [6][10]. - The brand's strategy includes leveraging popular pet themes to establish a strong emotional link with consumers, making the brand a part of their lives rather than just a product [9][10]. - The introduction of the "Cute Pet Series" was not merely a trend-following move but a strategic integration of the pet concept into the brand's identity [9][10]. Group 3: Marketing Execution - Hai Li En's marketing approach involves a comprehensive strategy that includes "flow introduction, conversion, and asset retention," creating a full business loop [15][22]. - The brand utilizes high-quality content and social media engagement to attract interest from target demographics, leading to significant online visibility [17][21]. - The "Cute Pet Party" was designed to merge experience with conversion, allowing consumers to make purchasing decisions in an immersive environment [18][22]. Group 4: Long-term Value Creation - The ultimate goal of Hai Li En's marketing strategy is to convert short-term consumers into long-term brand assets, enhancing customer loyalty and lifetime value [23][31]. - The brand's focus on community engagement and social responsibility, such as donating to animal rescue efforts, strengthens consumer trust and encourages repeat purchases [13][22]. - Hai Li En's success is reflected in impressive sales figures, with GMV exceeding 10 million and a 200% increase on the first day of the campaign [23][31]. Group 5: Brand Evolution - Hai Li En's approach demonstrates that brands can evolve from mere sellers to partners in consumers' lives by embedding emotional narratives into their marketing [29][32]. - The brand's commitment to social causes and community engagement has created a unique brand identity that is difficult for competitors to replicate [29][34]. - The long-term value generated through these efforts is not something that can be bought with advertising but is built through genuine connections with consumers [34].

Group 1 - The top three brands in the consumer index are Notland, Durex, and Yuwell, with scores of 1.72, 1.63, and 1.53 respectively, indicating a significant lead over other brands [1][2] - The consumer index report aims to objectively present trends in the consumption world, helping industries and brand owners track market trends and enhance competitive strength [5] Group 2 - Young professionals are increasingly seeking "fragmented health management" solutions in office settings, leading to a rise in demand for portable health products [3] - Notland has expanded its product offerings to include instant energy supplements for cyclists and complex vitamins for high-intensity mental workers, solidifying its position in the health and fitness sector [3] - Brands like Yuwell and Cofos are integrating traditional Chinese medicine concepts with micro-technology to create portable health devices, catering to the need for convenient wellness solutions [3] Group 3 - The eye care market is evolving into a "beauty and health dual-core" driven era, with brands focusing on material science breakthroughs and comprehensive health management services [3] - Fashion brands such as Moody and Kela are leveraging technological innovation and style to attract young consumers, with Moody launching a new silicone hydrogel series and Kela promoting seasonal designs [4] - Professional brands like CooperVision and Alcon are addressing vision correction and eye health with high-end daily care products, tapping into the premium market segment [4]

Core Insights - The article highlights Haichang's transformation from a traditional manufacturer to a leading player in the contact lens industry, emphasizing its comprehensive ecosystem that integrates raw materials, production, and logistics [1][2][14] - Haichang's competitive edge is attributed to its 30 years of industry experience and continuous innovation driven by consumer needs, resulting in a robust technological moat [2][15] - The company has successfully aligned its product offerings with emotional and aesthetic values, appealing to younger consumers and establishing a strong brand presence [8][13] Industry Positioning - Haichang has established itself as a benchmark enterprise in the contact lens sector, receiving recognition from national media outlets like CCTV and People's Daily [1][2] - The company has integrated a full industry chain, producing over 1.2 billion contact lenses annually, and holds 83 national patents across key technological dimensions [2][15] - Haichang's focus on user-centric innovation addresses common issues such as discomfort during prolonged wear, enhancing user experience significantly [4][7] Technological Advancements - The company has developed advanced materials and technologies, such as third-generation silicone hydrogel and unique color aesthetic techniques, to improve product performance and appeal [4][5][7] - Haichang's proprietary "光心黄" filter technology effectively blocks harmful blue light, catering to the needs of urban professionals and frequent screen users [7][8] Marketing Strategy - Haichang's marketing strategy emphasizes emotional connection and individual expression, particularly targeting Gen Z consumers who view contact lenses as a fashion accessory [8][13] - The launch of the "星眸异想Artist" series has generated significant consumer interest, achieving over 6 million in sales on its first day on Tmall [9][11] - Collaborations with popular platforms like Douyin have further enhanced brand visibility and consumer engagement, showcasing Haichang's commitment to long-term brand values [11][13] Future Outlook - Haichang aims to continue its innovation trajectory by focusing on smart manufacturing processes and enhancing its global competitiveness in the contact lens market [17][18] - The company's evolution reflects a broader trend in the Chinese manufacturing sector, transitioning from scale-driven growth to innovation-led development [17][18]

Core Viewpoint - The article highlights Haichang's transformation from a traditional manufacturer to a leader in the contact lens industry, emphasizing its innovative approach and deep understanding of consumer needs, particularly among Generation Z [3][5][20]. Group 1: Company Transformation - Haichang has evolved into a comprehensive ecosystem builder in the contact lens market, supported by three decades of industry experience and a focus on emotional empowerment in consumer products [3][5]. - The company has established a full supply chain integration, enhancing collaboration across the industry and driving structural upgrades in the DanYang industrial cluster [5][20]. Group 2: Technological Innovation - Haichang's competitive edge lies in its extensive R&D capabilities, with over 12 billion annual production capacity and 83 national patents covering key technological areas [5][21]. - The company has developed advanced materials, such as third-generation silicone hydrogel, to address common user issues like discomfort during prolonged wear, significantly improving oxygen permeability [8][12]. - In the colored lens segment, Haichang employs BMW color powder encapsulation technology to enhance color expression and production efficiency, achieving a historic advancement in product quality [9][11]. Group 3: Marketing Strategy - Haichang has successfully aligned its product offerings with the emotional and aesthetic needs of younger consumers, transforming contact lenses into a form of self-expression and fashion [15][19]. - The launch of the "Starry Eyes Artist" series, featuring artistic collaborations, has resonated with young users, generating significant online engagement and sales [16][17]. - The brand's marketing strategy emphasizes long-term value and emotional connection, moving beyond traditional traffic competition to deeper user engagement [19][20]. Group 4: Industry Impact - Haichang's initiatives, such as the establishment of research centers and partnerships with educational institutions, have positioned it as a leader in industry innovation and standards [21][22]. - The company's focus on user-centric product development has led to the creation of popular products tailored to the needs of Asian consumers, enhancing China's position in the global contact lens market [22][23]. Group 5: Future Outlook - Looking ahead, Haichang aims to continue its investment in smart manufacturing processes, aspiring to build a globally competitive national brand in the contact lens industry [25][26]. - The company's journey reflects a broader shift in Chinese manufacturing from scale-driven growth to innovation-driven success, marking a significant moment in the evolution of the industry [25][26].

Group 1: Tourism and Economic Development - Baiyin City is focusing on the development of the cultural tourism industry, with the Yellow River Stone Forest being a highlight, covering an area of approximately 50 square kilometers [1] - In 2024, Baiyin City is expected to receive a total of 34.43 million tourists, a year-on-year increase of 42.44%, and achieve tourism revenue of 20.704 billion yuan, a growth of 64.5% [1] Group 2: Industrial Innovation and Development - Baiyin Youse Changtong Cable Co., Ltd. is a long-established comprehensive cable enterprise in Northwest China, with nearly 100 patents and a production scale of 1.5 billion yuan annually [2] - Baiyin Shidai Ruixiang New Material Technology Co., Ltd., established in October 2022, is set to complete its first-phase project for lithium iron phosphate materials by April 2025, achieving the largest single production capacity in the country [2] Group 3: Agricultural Development - Baiyin City is promoting new productive relationships in agriculture through a "park + company + farmer" model, with a total planned area of 15,000 acres for the modern agricultural technology demonstration park [3] - The park has introduced over 1,500 new varieties and implemented more than 50 new technologies, creating a significant employment impact by training 4,000 agricultural technicians [3]

Group 1: Tourism and Economic Development - The tourism industry in Baiyin is a key focus, with the Yellow River Stone Forest being a highlight, expecting to receive 34.43 million visitors in 2024, a year-on-year increase of 42.44%, and achieving a tourism revenue of 20.704 billion yuan, a growth of 64.5% [3][4] - The integration of culture and tourism is becoming a new engine for high-quality economic development in the region [3] Group 2: Industrial Innovation and Development - Gansu Kangshili Contact Lens Co., Ltd. is the largest private enterprise in Baiyin, dominating the domestic contact lens market and focusing on technological transformation through R&D innovations [3][4] - Baiyin Nonferrous Changtong Cable Co., Ltd. has established a superconducting cable engineering laboratory and holds nearly 100 patents, with an annual production scale of 1.5 billion yuan, serving major engineering projects domestically and internationally [4][6] - Times Rui Xiang New Material Technology Co., Ltd., established in 2022, focuses on R&D and has invested in a new testing center, with a project for lithium iron phosphate materials expected to reach the largest single production capacity in the country by April 2025 [6] Group 3: Agricultural Development - Baiyin City promotes new production relationships in agriculture, exemplified by the Baiyin District Modern Agricultural Science and Technology Demonstration Park, which covers 15,000 acres and has introduced over 1,500 new varieties [8] - The park has created job opportunities for 13,000 people and trained 4,000 agricultural technicians, receiving recognition as a provincial science popularization education base [8] Group 4: Economic Performance - In the first quarter, Baiyin's GDP reached 18.221 billion yuan, with a year-on-year growth of 6.3%, driven by increases in the primary (6.6%), secondary (10%), and tertiary (3.9%) industries [11]

Group 1 - Gansu Baiyin, once known as "China's Copper City," is transitioning from resource depletion to high-tech industries, showcasing a transformation from traditional to modern sectors [1][4][17] - The city has established a battery new materials industry cluster, with companies like Times Rui Xiang planning to build a 100,000-ton manganese-based cathode materials production base, achieving the largest single-site capacity in the country [7] - Baiyin's traditional industries are being revitalized, as seen in the ancient brick-making workshop, which has evolved into a large-scale production enterprise, producing 9 million standard bricks annually for historical sites [10][13] Group 2 - The modern agricultural technology demonstration park in Baiyin is a national 4A-level tourist attraction, promoting rural revitalization and training over 4,000 agricultural technicians and new farmers [13] - Baiyin's industrial park is now characterized by "high-tech" as its new identity, with companies like Kangshili producing innovative silicone hydrogel contact lenses, enhancing the development of colored contact lenses in China [4][7] - The city is integrating technological innovation into its industrial transformation, balancing traditional and modern elements to awaken rural vitality and drive economic growth [17]