鲁南制药：以内容筑信任 从声量到留量 郁杰率先分享了医药行业的独特破局路径。他表示，医药行业的特殊性决定了品牌不能单纯追求知名 度，而应聚焦美誉度建设。"做药是良心活，品牌价值观的核心是'做好人，做好药'"，这一理念已成为 企业内部的强大共识。 通过构建从内容到24小时真人药师服务团队，鲁南制药做到了从声量到留量的转化。契合官方平台传播 方向，用专业内容和专业服务构建用户信任，让"鲁南制药 健康世界"的理念润物有声。 在2024-2025年度营响大会暨（第二十三届）杰出品牌营销年会的主题论坛环节，合动力咨询创始人、 君品习酒顾问、泸州老窖（000568）三人炫高级品牌顾问徐郢担任主持，与鲁南制药集团品牌总监郁 杰、华侨城商管公司总经理边界、安踏跑步总经理程旸三位企业嘉宾齐聚一堂，围绕"共生视角下的品 牌实效增长"展开深度对话。四位嘉宾分别深耕医药、文旅商、运动品牌领域，结合实践经验分享了品 牌与流量的平衡之道。 论坛伊始，三位嘉宾分别介绍了所在企业的核心定位与发展现状，展现了不同领域老牌企业的深厚底 蕴。 鲁南制药作为第一批试水社会化营销的传统药企，品牌价值已跃升至130多亿，在电商领域表现亮眼， 凭借"做好 ...

Core Viewpoint - The appointment of Wu Bingqi as the new leader of Overseas Chinese Town Group is seen as a crucial move to address the company's ongoing financial losses and operational challenges [2] Group 1: Leadership Change - Wu Bingqi has been appointed as the Deputy Secretary of the Party Committee and nominated as the General Manager of Overseas Chinese Town Group, following his extensive experience in major state-owned enterprises [2] - His previous roles include significant positions at China Resources Land and China State Construction, where he demonstrated strong business capabilities [3][4] Group 2: Company Performance - Overseas Chinese Town Group has faced declining revenues since 2022, with continuous losses over three years, and the loss amount has increased in the first half of this year [2][6] - The company reported a revenue drop from approximately 1,000 billion yuan in 2021 to projected revenues of 767.67 billion yuan in 2022, 557.44 billion yuan in 2023, and 544.07 billion yuan in 2024, reflecting year-on-year declines of 25.17%, 27.39%, and 2.4% respectively [7][8] - The net profit attributable to shareholders has also seen significant losses, with a reported loss of 109 billion yuan in 2022, marking the first loss since the company went public [7][8] Group 3: Business Model and Challenges - The company has historically operated under a "cultural tourism + real estate" model, achieving substantial growth from 2016 to 2020, but has encountered limitations in this model [6] - The real estate sector's downturn has led to a decrease in sales and project turnover, further exacerbated by the impact of the pandemic [7][8] - The company's gross profit margin has declined, with the real estate segment's gross margin dropping to 5.49% [8]

Core Viewpoint - The appointment of Wu Bingqi as the new leader of Overseas Chinese Town Group is seen as a crucial move to address the company's ongoing losses and operational challenges, which have persisted since 2022 [2] Group 1: Leadership Change - Wu Bingqi has been appointed as the Deputy Secretary of the Party Committee and nominated as the General Manager of Overseas Chinese Town Group, following a career in major state-owned enterprises [2][4] - His previous experience includes significant roles at China Resources Land and China State Construction, where he demonstrated strong business capabilities [5][6] Group 2: Company Performance - Overseas Chinese Town Group has faced declining revenues since 2022, with three consecutive years of losses, and the losses are expected to increase in the first half of this year [2][9] - The company reported a revenue drop from approximately 767.67 billion to 544.07 billion yuan from 2022 to 2024, with year-on-year declines of 25.17%, 27.39%, and 2.4% respectively [11] - In 2022, the company recorded a net loss of 10.9 billion yuan, marking its first loss since going public, with further losses projected for 2023 and 2024 [11][12] Group 3: Business Model and Challenges - The company has historically operated under a "cultural tourism + real estate" model, achieving significant revenue growth from 35.5 billion to 81.8 billion yuan between 2016 and 2020 [10] - However, the real estate sector's downturn and the impact of the pandemic have severely affected its sales and profitability, leading to a decline in operational performance [11][12] - The company's real estate segment saw a revenue drop of over 70% in the first half of this year, with a gross margin further declining to 5.49% [12]

Core Viewpoint - The appointment of Wu Bingqi as the new leader of Overseas Chinese Town Group is seen as a crucial move to address the company's ongoing losses and operational challenges, as the company has faced declining revenues and increasing losses since 2022 [1] Group 1: Leadership Change - Wu Bingqi has been appointed as the Deputy Secretary of the Party Committee and nominated as the General Manager of Overseas Chinese Town Group, bringing extensive experience from major state-owned enterprises [1][2] - His previous roles include significant positions at China Resources Land and China State Construction, where he demonstrated strong business capabilities, achieving notable sales growth in various regions [3][4] Group 2: Company Performance - Overseas Chinese Town Group has experienced a decline in revenue since 2022, with losses accumulating over three consecutive years, indicating significant operational challenges [1][5] - The company reported a revenue drop from approximately 1,000 billion yuan in 2021 to projected revenues of 767.67 billion yuan in 2022, 557.44 billion yuan in 2023, and 544.07 billion yuan in 2024, reflecting year-on-year declines of 25.17%, 27.39%, and 2.4% respectively [7] - The net profit attributable to shareholders saw a drastic decline, with a loss of 109 billion yuan in 2022, marking the first loss since the company's listing, and continued losses of 65 billion yuan and 86.62 billion yuan projected for 2023 and 2024 [7][8] Group 3: Business Model and Challenges - The company has historically operated under a "cultural tourism + real estate" model, achieving significant revenue growth from 355 billion yuan in 2016 to 818 billion yuan in 2020, with a maintained gross profit margin between 49.86% and 60.35% [5] - However, the model has faced limitations, leading to a restructuring effort in 2022 to separate tourism and real estate operations for more specialized development [6] - The real estate sector's downturn has severely impacted the company's financial health, with a significant drop in sales and project turnover, compounded by the effects of the pandemic [7][8]