文章来源：广告狂人 营销正迎来历史性拐点。过去十年，品牌习惯于追着流量跑：投搜索、抢入口，争曝光。如今，人口红利见顶，社交媒体分层化、消费者价值观重塑，广告 轰炸在失效，品牌陷入"越投越慌"的增长焦虑。 但总有人先看到未来，一批聪明的品牌已经开始换一种玩法，他们不再争夺流量入口，而是选择融入生活的缝隙，在用户的真实场景中，提供恰到好处的价 值。这意味着，营销正从"广而告之"进入"万物皆为场"的全新纪元。 我们从今年众多案例中，梳理出场景革命的四大趋势，希望帮助更多品牌在这场必然的变革中重构与用户的连接。 趋势一 阿联酋航空与鲸鸿动能的合作则将重心落在了对旅行场景的深耕。它把旅行拆解成了多个触点场景：出发前打开手机，查天气，有智能卡推荐合适航班，查 攻略，有内容社区推荐真实的旅行体验分享；转向电脑，相关的新航线信息也正好弹出；当决定成行登机的那一刻，只需抬抬手腕就能登机。通过手机、电 脑、手表的无缝衔接，鲸鸿动能为阿联酋航空打造了从行前规划到飞行体验的全程陪伴体验。作为首批接入Harmony 5 的应用之一，阿联酋航空不仅能依托 鸿蒙生态的内容平台展开互动；也能让佩戴华为手表的用户，享受"抬腕登机"的便捷与仪式 ...

【环球网科技报道 记者 张阳】当一台智慧屏的送装路径需要穿越零下15℃的林海雪原、跨越4500米海拔的高原缺氧地带、深入被沙漠三面包围的荒漠营 地，这样的服务对企业来说还"划算"吗？近日，华为智慧屏在根河、拉萨、民勤三大极端地区完成送装的纪实影像，勾勒出一幅华为智慧屏"服务无盲区"的 真实图景。 极寒之地：服务跑在严寒之前 在被称为"中国冷极"的根河以北，萨吉气林场深藏于大兴安岭腹地。这里冬季漫长，平均气温的最低值能达到零下41.6℃，导航失灵、道路封冻是常态。华 为服务工程师老王和阿木驱车数小时，在冰封林道上谨慎前行。他的任务，是为林场"绿色娘子军"安装一台华为智慧屏。 低温与迷路的风险并未让服务流程打折扣——进门套鞋套、开箱验外观、通电测色彩，每个环节严谨如初。老王和阿木动作娴熟，迅速完成固定、接线、调 试，完成安装之后服务流程并未结束，阿木还细致地引导姜站长检查设备外观，并教会了她使用"一碰投屏"功能，让手机中的林场景观瞬间以高清画质呈现 在电视的大屏幕上，鸿鹄画质技术从色彩、对比度、清晰度、流畅度、护眼五个维度优化后的画面，让阿木和姜站长都惊叹"好清楚呀，好漂亮"。 更触动人心的是畅连通话功能。当姜站 ...

Core Insights - The article discusses the challenges and strategies for companies transitioning from a billion-level revenue to a hundred-billion-level brand, emphasizing the need for a deep understanding of core advantages and strategic optimization in a competitive market [1][38]. Group 1: Current Challenges in Revenue Growth - Companies face significant challenges in revenue growth due to market saturation and intensified competition, with traditional linear growth models becoming ineffective [3]. - The loss of clear causal relationships complicates growth strategies, making it difficult for companies to predict and drive growth as they scale [3]. - Increased market uncertainty from macroeconomic changes, technological advancements, and competitor strategies further complicates long-term planning [3]. Group 2: Differences in Growth Logic - Companies at the billion-level focus on product line breakthroughs, optimizing existing products and expanding variations to meet diverse consumer needs [5][6]. - In contrast, hundred-billion-level brands shift focus to brand expansion, enhancing brand influence and market positioning through diversified product portfolios [6][7]. - Successful large enterprises recognize the limitations of relying on a single product line and adopt multi-faceted strategies for sustained revenue growth [6][7]. Group 3: Strategic Approaches for Growth - The transition from billion to hundred-billion revenue requires a shift from a map strategy, which relies on clear market positioning and plans, to a puzzle strategy that emphasizes flexibility and adaptability in a dynamic market [8][9]. - Companies must integrate various business units and market opportunities to create a complex growth network, allowing for rapid adaptation to market changes [9]. Group 4: Building a Hundred-Billion Brand - Companies should focus on core advantage development and reasonable structural extensions to diversify and expand their market presence [11]. - The growth process should transition from category expansion to business expansion, ultimately enhancing brand value and market leadership [13][14]. - Successful examples include Huawei, which leveraged its core technology in telecommunications to expand into smartphones and smart home products [12]. Group 5: Multi-Category and Multi-Business Strategies - Companies should start with a strong single product and then expand into related categories based on market validation [15][16]. - The example of Bosideng illustrates how a focus on a core product can lead to successful category expansion, achieving significant revenue growth [17]. Group 6: Multi-Brand Strategy - Companies can consider a multi-brand strategy when market maturity limits growth potential, leveraging established brand reputation to enter new markets [22]. - Anta's multi-brand strategy demonstrates how a company can cover various market segments, enhancing competitiveness and brand influence [24]. Group 7: Internal and Structural Growth - Companies must recognize external challenges and effectively integrate internal resources to achieve structural growth [36][37]. - The experiences of Haier, Midea, and Gree highlight the importance of understanding core brand genes—service, channel, and product—as pathways to growth [34][35]. Group 8: Future Growth Pathways - The article outlines a framework for companies to transition from billion to hundred-billion brands, emphasizing the importance of strategic planning and resource optimization [39][42]. - The future growth stages include transitioning to a thousand-billion platform and a ten-thousand-billion ecosystem, requiring a comprehensive understanding of market dynamics and consumer needs [41][44].

Core Insights - Huawei's new audio brand, HUAWEI Sound, showcases its technological achievements in audio, emphasizing the integration of technology and art in the audio field [1][2] - The HUAWEI Sound Theatre, the brand's first high-end home theater system, features advanced acoustic technologies and aims to enhance user experience from "hearing" to "immersion" [1][2][13] Technological Advancements - Huawei has invested over a decade in audio technology, establishing a strong core advantage through dedicated research and development [2] - The HUAWEI Sound Theatre incorporates three core acoustic technologies: 7.1.4 starry sound field, whale fin subwoofer, and 3D spatial audio algorithm, which collectively enhance the immersive audio experience [4][7][10] Product Design and Aesthetics - The design of the HUAWEI Sound Theatre emphasizes minimalist geometric aesthetics, ensuring it complements modern home decor while delivering professional sound quality [2][11] - The soundbar's slim profile (57mm) allows it to fit seamlessly under screens without obstructing the viewing experience [2] Immersive Audio Experience - The 7.1.4 starry sound field creates a three-dimensional sound space with precise sound localization, enhancing clarity in various audio scenarios [4] - The whale fin subwoofer delivers powerful low-frequency performance, with a peak power of 250W and a frequency response down to 22Hz, ensuring impactful sound effects [7] - The 3D spatial audio algorithm transforms two-channel audio sources into immersive surround sound, improving the listening experience for standard audio content [10] Ecosystem Integration - The HUAWEI Sound Theatre serves as a central component of a comprehensive home entertainment ecosystem, integrating seamlessly with Huawei's smart screens and storage devices [11][12] - The system allows for easy operation and control through Huawei's smart screen remote, enhancing user convenience and accessibility [11] Market Positioning - The HUAWEI Sound Theatre represents a shift in home entertainment consumption from basic audio output to immersive experiences, setting a new standard in the industry [13] - The product is positioned to appeal not only to audio enthusiasts but also to everyday consumers seeking enhanced entertainment experiences [13]

Core Viewpoint - Midea has established a strategic partnership with Huawei to enhance its open ecosystem strategy, particularly focusing on the integration of "people-vehicle-home" connectivity, marking a significant development in the home ecosystem [1][3]. Group 1: Strategic Cooperation - The collaboration will focus on multiple key areas including enterprise management, AIGC, ICT infrastructure, green low-carbon initiatives, cloud services, product development, and internationalization [2]. - Midea aims to leverage Huawei's technology to accelerate the construction of its open ecosystem, particularly filling the gap of "automobiles" in the home ecosystem to counter Xiaomi's invasion in the traditional home appliance sector [3]. Group 2: AI and Smart Home Integration - The partnership will involve comprehensive cooperation in AI, with a focus on "technology empowerment + scenario implementation," establishing a special task force to tackle challenges in multi-modal AI algorithms, edge computing, and AI security [7]. - Midea and Huawei will work together to create integrated smart home solutions, enhancing product innovation and user experience through cross-brand device collaboration and scenario linkage [8]. Group 3: Broader Industry Impact - The cooperation will also encompass areas such as "people-vehicle-home" connectivity, digital energy temperature control products, and the digital transformation of medical imaging equipment [9]. - Midea's chairman emphasized the importance of connectivity and computing technology in their core layout of smart homes, smart factories, smart buildings, and smart hospitals, aiming to provide replicable "AI + industry" solutions for clients [9].

Core Viewpoint - Huawei held its autumn product launch event on September 4, showcasing new devices including a new foldable smartphone, smart screens, tablets, and wireless earphones, amidst a competitive landscape as multiple smartphone manufacturers announced their own September product launches [1][2][3]. Group 1: Huawei's New Product Launch - Huawei introduced a new version of its foldable smartphone, which features a stylus, upgraded chips, and imaging capabilities, and for the first time supports downloading PC applications on mobile [3][5]. - The starting price of the new foldable smartphone is set at 17,999 yuan, which is 2,000 yuan lower than the first generation, reflecting a strategy to enhance competitiveness as the supply chain matures and costs decrease [7]. Group 2: Industry Trends and Market Insights - The foldable smartphone segment is becoming a key focus for manufacturers, with significant opportunities emerging for the electronic supply chain as more brands enter this market [7][10]. - As of August 24, 2023, foldable smartphone sales in China reached 5.88 million units, marking a 26% year-on-year increase, with a market penetration rate of 3.2% [10]. - The consumer electronics industry is experiencing a recovery, with IDC predicting a 1% year-on-year growth in global smartphone shipments by 2025, reaching 1.24 billion units, alongside emerging demand in VR, AR, and smart wearable devices [14].

Core Insights - The global TV shipment volume reached 201 million units in 2023, marking a ten-year low, with China's market experiencing a significant decline of 8.4% year-on-year, totaling 36.56 million units shipped [2][4] - The TV market is increasingly squeezed between smartphones and projectors, leading manufacturers to seek new selling points, with AI technology being viewed as a potential solution [4][7] - Despite the hype around AI features, there is little tangible improvement in user experience, as many AI functionalities do not significantly enhance picture or sound quality [7][8] Market Trends - The traditional TV market is saturated, and technologies like OLED and QLED have not fully revitalized consumer interest, prompting a shift towards AI as a marketing strategy [4][7] - In the first half of 2024, China's TV shipments are projected to decline by another 4.2%, indicating a continued downward trend despite potential recovery from "trade-in" policies [4] Consumer Pain Points - A survey revealed that 83.8% of consumers consider long startup ads as the biggest pain point, with many feeling that their TVs have become mere advertising platforms [10][12] - The complexity of smart TVs, particularly for older users, has led to frustration, as navigating through multiple remotes and interfaces can be cumbersome [12][13] Industry Response - Some manufacturers are adopting a "simplification" approach, focusing on user-friendly interfaces and remote assistance for elderly users, which has proven to be more appealing to consumers [13] - The lack of standardized AI features across different brands creates confusion, suggesting a need for authoritative evaluations to help consumers make informed choices [14] Conclusion - The TV industry must prioritize consumer needs over technological competition, as the true value lies in enhancing family viewing experiences rather than merely adding AI features [15][16]

Mergers and Acquisitions - Quantum Song Group announced a merger investment cooperation with Letsvan, marking a significant entry into the trendy toy market and setting a record for financing in China's trendy toy industry in 2025 [3] - Letsvan will become a wholly-owned subsidiary of Quantum Song, with its financial data included in the group's consolidated financial statements [3] Financing Activities - Xidian Tea completed a Series A financing round of 30 million yuan, led by Guan Feng Yong Yue, aimed at expanding its smart production base and upgrading its international raw material traceability system [4][5] - Huiyi Technology, an internet home decoration service platform, raised several million yuan in Series A financing, which will be used for product iteration and market expansion [6] Company Intelligence - BaWang Tea Ji submitted an IPO application to the SEC, reporting a GMV of 29.5 billion yuan for 2024, a 173% increase year-on-year, with a net profit of 2.515 billion yuan, up 213.3% [7] - Shubao International, focusing on disposable hygiene products, went public with a share price of 0.51 HKD, raising approximately 86 million HKD [8] Market Trends - Cocoa prices have surged due to adverse weather and supply shortages, with Brazil aiming to establish the world's largest cocoa farm, expecting production to reach 300,000 tons by the end of the year [17] - The price of kale has increased from 0.8 yuan to 3.5 yuan per jin due to its popularity among tea brands, although experts warn about the nutritional claims of related products [22] Brand Developments - Lanvin clarified that its recent store closures in China are part of a strategic adjustment and that it will continue to invest in the Chinese market [11] - The second-hand market for luxury watches, including Rolex, has seen significant price drops, with some models losing nearly half their value [20]

Group 1: Company Collaborations and Strategies - Midea has announced a deep collaboration with Huawei to enhance the "Human-Vehicle-Home" ecosystem strategy, integrating Huawei's HarmonyOS products into Midea's smart home stores and creating a commercial loop through mutual empowerment [1] - Midea and Huawei plan to expand their cooperation in energy management, health care, and audio-visual verticals as part of their strategy to deepen the "Human-Vehicle-Home" ecosystem [1] Group 2: Financial Performance and Growth - Xiaoma Zhixing reported a total revenue of 548 million yuan for 2024, marking a year-on-year growth of 4.3%, with significant increases in passenger fare income [2] - The adjusted R&D expenses for Xiaoma Zhixing reached 1.006 billion yuan, a 14% increase year-on-year, primarily for the development of the seventh-generation Robotaxi [2] - Xiaoma Zhixing's cash and short-term investments totaled 6.023 billion yuan as of December 31, 2024 [2] Group 3: Market Trends and Consumer Behavior - Fliggy reported a nearly 50% increase in theme park ticket bookings for the Qingming holiday, with domestic car rental bookings up 33% year-on-year [3] - The platform also noted a significant rise in outbound travel train ticket bookings, exceeding 200% year-on-year, indicating a robust recovery in the travel market [3] Group 4: Corporate Developments and Product Launches - Shell is considering partial or complete closure of its chemical divisions in Europe due to challenging market conditions, including high energy costs and CO2 emissions [4] - BlackRock has launched its first Bitcoin exchange-traded product in Europe, following a successful launch in the U.S. that attracted over $50 billion in investments [4] - Vivo has established a Robotics Lab and showcased its latest mixed reality headset at the Boao Forum, focusing on developing consumer-grade robots [6] - Hisense has released the world's first 4-in-1 heat pump washing and drying machine, featuring AI capabilities to optimize washing and drying processes [7] Group 5: Regulatory and Legal Issues - India has ordered Samsung and its executives to pay $601 million in back taxes and fines for evading import duties on telecommunications equipment [5]