Core Viewpoint - Kraft Heinz emphasizes that true growth stems from a deep understanding of consumer needs rather than chasing short-term trends, focusing on integrating products into daily life to address real pain points [5][9][15] Product Innovation - Kraft Heinz believes that genuine business growth often lies in unnoticed and unmet small demands, leading to product innovations that cater to real kitchen and dining scenarios in China [7][9] - The introduction of the upside-down ketchup bottle was inspired by consumer complaints about difficulty in dispensing ketchup, enhancing user experience [7][9] - The launch of a children's ketchup with "0 additives, reduced salt and sugar" aligns with the growing parental concern for healthy eating, while the black truffle mayonnaise caters to the "quality lazy" lifestyle of younger consumers [7][9] Marketing Innovation - Kraft Heinz aims to create emotional connections with consumers by integrating products into their lives, moving beyond mere shelf presence to engaging consumers in co-creation [11][12] - The "Tomato Scrambled Eggs Story Collection" campaign invited consumers to share personal stories related to this classic dish, enhancing brand connection and driving significant social media engagement [12][15] - Collaborations, such as the co-branded "Heinz Tomato Ketchup" flavored chips with Lay's, extend the brand's reach into snack categories, creating a fun and engaging consumer experience [12][15] Future Outlook - Kraft Heinz plans to continue leveraging product innovation and scenario-based marketing to create more value for consumers, adhering to its mission of enriching lives with quality food [15]

Group 1 - The core viewpoint emphasizes the importance of analyzing marketing trends and case studies to identify potential growth opportunities for brands in the second half of 2025 [1] - Six forward-looking marketing trends have been identified through the analysis of over a hundred cases, providing actionable insights for brands [1] - Emotional marketing has become a key driver of consumer behavior, with brands needing to integrate emotional elements into their strategies [2][4] Group 2 - LABUBU serves as a prime example of emotional marketing, resonating with young consumers by embracing a rebellious and non-conformist identity [4][7] - Emotional marketing is evolving towards more specific and precise expressions, with different emotions being assigned distinct meanings [4][7] - Brands are encouraged to adopt a long-term approach to emotional marketing, ensuring that emotional connections are deeply embedded in their brand identity [7] Group 3 - Brands are increasingly recognizing the need to return to the essence of marketing by focusing on quality content rather than short-term traffic [8] - Leveraging trending content can help brands establish emotional connections with consumers, transforming them from mere observers to active participants in cultural conversations [10] - Successful collaborations, such as the partnership between Mengniu and the animated film "Nezha," demonstrate the effectiveness of aligning brand values with popular cultural narratives [10][12] Group 4 - Long-form video content is gaining traction as a means to create deeper emotional connections with consumers, moving beyond traditional advertising methods [15] - Brands are utilizing long-form content to build a narrative that resonates with audiences, enhancing brand perception and loyalty [15] Group 5 - The concept of female empowerment in marketing is shifting from superficial representations to a deeper understanding of women's real needs and experiences [19][26] - Successful female-focused marketing campaigns are characterized by genuine empathy and respect for women's diverse roles and challenges in society [19][22] - Brands must elevate their narratives around women from mere commercial strategies to social responsibility practices to foster authentic emotional connections [23] Group 6 - The emergence of experiential marketing, exemplified by LV's "Louis Ship," highlights the importance of creating immersive brand experiences that resonate with consumers [27][29] - This trend reflects a broader consumer desire for emotional connections and meaningful interactions in physical spaces [31] - Brands are encouraged to craft their stories through experiential marketing, integrating their history and values into the consumer experience [31] Group 7 - Scene-based marketing is becoming a vital strategy for brands to connect with consumers by tapping into specific emotional needs and contexts [32][35] - Brands are increasingly recognizing the importance of predicting consumer scenarios and tailoring marketing activities to meet those needs [35] Group 8 - AI marketing is transforming the landscape by enhancing content production and user experience, with a significant penetration rate of 72% for AIGC in content creation [36] - Brands are exploring AI's potential to streamline marketing processes, from ideation to execution, creating a more efficient and engaging consumer experience [36][39] - The integration of AI in marketing is not just about technology but also about fostering long-term emotional trust with consumers [39]