同时，自然堂还拓展极境探索的边界：作为中国南北极科考的合作伙伴，已陪伴雪龙号征战南北极13 年；作为中国航天事业合作伙伴，自然堂在探索宇宙边界的同时，运用航天科技（000901）打造优质美 妆产品，成为首个征服世界四极的中国品牌。这些独特的品牌背书，为源头营销奠定了坚实的信任基 础，也让自然堂的溯源活动更具稀缺性与说服力。 2025年，自然堂以"越极境，探自然"为主题，开展了一系列多元化的极境溯源活动。4月，在西藏林芝 桃花盛开的时节，品牌邀请抖音达人走进喜马拉雅，通过溯源直播带消费者直击原料产地；6月，自然 堂喜马拉雅越野跑正式重启，不仅作为有国际积分的专业赛事吸引运动爱好者参与，更同步打造音乐 节，实现文旅商体展的深度融合；7月，自然堂邀请来自投行咨询、教育、航空等不同领域的会员，亲 临喜马拉雅鲁朗小镇的品牌源头基地与科研中心，沉浸式了解产品研发过程，让品牌源头故事从听说变 为亲历。 其中，8月七夕期间推出的"遇见彩虹，自然好运"特别企划尤为亮眼。冯亦灵分享，这一活动并非单纯 的节日营销，而是品牌深入挖掘喜马拉雅当地文化后的创新实践。雨后的喜马拉雅随处可见代表好运的 彩虹，当地国家级非遗"邦典"也承载着好 ...

当前，品牌营销行业正处在一个新的交汇口：一边是流量体系的加速成熟与成本高企，一边是品牌资产 被重新唤醒、长期主义再次成为讨论焦点。伴随AI技术革新、消费理性回归、行业竞争重构，品牌经 济与流量经济之间开始出现一种值得被重新定义的张力。 12月10日，由中国广告协会指导，《经济观察报》联合香港管理专业协会主办，《现代广告》杂志协办 的2024-2025年度营响大会暨第二十三届杰出品牌营销年会在北京举行，汇聚品牌方、行业机构与营销 平台，共同寻找下一阶段的增长方法论。 中国广告协会会长、国际广告协会全球副主席张国华在开场致辞中表示，在媒体渠道日益多元、流量成 本持续攀升的当下，过往依赖短期红利打造爆品的路径已逐渐失效。当"挣快钱"的急功近利逻辑难以为 继，越来越多企业家深刻意识到品牌才是产品最核心的竞争力，是企业穿越周期的长期资产。品牌的价 值，从来不止于流量曝光，更凝结着原材料的品质坚守、制造工艺的精益求精、产品设计的人文温度与 售后服务的责任担当——这些深层价值，无法靠碎片化传播仓促传递，更需要以创意为桥、以故事为 媒，层层递进地传递品牌内涵、重塑消费者感知。 在冬装品类竞争愈发激烈的当下，LILY商务时装以 ...

Core Insights - The brand marketing industry is at a new crossroads, balancing the maturity of the traffic system and the awakening of brand assets, with a focus on long-termism [1] - The 2024-2025 Annual Brand Marketing Conference aims to explore new growth methodologies amidst these changes [2] Group 1: Brand Value and Long-term Strategy - The traditional approach of relying on short-term gains to create hit products is becoming ineffective as media channels diversify and traffic costs rise [4] - Brands are recognized as the core competitive asset of a company, embodying emotional connections and trust with consumers, which cannot be achieved through fragmented communication [6][7] - The shift from "traffic" to "retention" is essential, emphasizing the need for deep connections between brands and users [13] Group 2: Evolving Consumer Engagement - The focus of brand competition is shifting from understanding users to understanding contexts, with multi-touchpoint collaboration becoming a new growth engine [15] - Brands like LILY are leveraging functional value, aesthetic expression, and emotional storytelling to build new brand premium systems [17] - The sports sector is highlighted as a key emotional engagement area, with brands like Jitu leveraging events for natural consumer interaction [19] Group 3: Cultural Integration and Emotional Connection - Brands are redefining their long-term assets by integrating cultural elements into their core values and product offerings [22][23] - Natural堂 emphasizes creating emotional connections through traditional culture and new consumer interactions, positioning itself as a bridge for emotional expression [25] - 恒洁 is establishing lasting recognition by extending its brand narrative into various consumer scenarios, enhancing its market presence [27] Group 4: Industry Perspectives and Future Directions - A roundtable discussion highlighted the importance of vertical brand asset anchoring and horizontal traffic sourcing for sustainable growth [29] - The core values of companies like 鲁南制药 and 华侨城 emphasize a commitment to quality and cultural integration as essential for brand longevity [29] - The 2025 brand competition landscape will focus on user relationships, cultural connections, and long-term trust rather than mere attention [40]

Core Insights - The conference emphasizes the shift from short-term profit-driven marketing to long-term brand value as the core competitive advantage for companies in a changing media landscape [3][5][24] - The importance of deep emotional connections and cultural significance in branding is highlighted, as brands must evolve to maintain relevance and consumer trust [5][19][24] Group 1: Brand Value and Strategy - The president of the China Advertising Association stresses that brands are the most critical competitive asset, requiring long-term accumulation rather than short-term marketing tactics [5] - Companies are encouraged to focus on the deeper values of their brands, including product quality, craftsmanship, and customer service, rather than just traffic and exposure [3][5] - The transition from "traffic" to "retention" is deemed necessary, as the essence of brand-user connection remains unchanged despite technological advancements [11][24] Group 2: Content and Consumer Engagement - The rise of "slow content" through podcasts is noted as a response to information overload, providing a unique emotional connection that AI cannot replicate [7] - Brands are urged to create meaningful interactions and emotional narratives that resonate with consumers, moving beyond mere transactional relationships [19][21] - The integration of traditional culture with modern consumerism is highlighted as a way to deepen brand engagement and emotional ties with consumers [19] Group 3: Market Trends and Innovations - The apparel industry is showcased as an example of how brands can leverage functionality, aesthetics, and emotional storytelling to build a new pricing structure [13] - The sports sector is identified as a key area for emotional resonance, with brands using events to create natural consumer connections [15] - The evolution of domestic brands in response to new consumer trends is discussed, emphasizing the importance of brand value and innovation in maintaining market leadership [17][24] Group 4: Cross-Industry Perspectives - A roundtable discussion reveals insights from various industries on brand growth variables and the changing consumer psyche, emphasizing the need for long-term asset building [23] - The importance of aligning brand values with consumer expectations and societal responsibilities is reiterated across different sectors [23] - The conference concludes that the future of brand competition lies in establishing genuine relationships and cultural connections with consumers [24]

Core Insights - The 2025 Sports Bag and Accessories Merchant Conference hosted by DreamX Technology in Shanghai gathered nearly a hundred brand representatives to discuss industry trends for 2026 and promote high-quality development in the industry [1] Group 1: Market Performance in 2025 - The sports and outdoor sector maintained stable growth, with outdoor apparel experiencing a significant increase of 25%, while sports apparel and yoga fitness categories also achieved double-digit growth [2] - The bag category saw steady growth in 2025, with a notable shift in consumer trends towards "long-termism" rather than blind consumption, leading to strong sales in women's bags, men's bags, functional bags, and luxury items [2] - DreamX Technology continued to lead the private domain e-commerce sector in accessories, with a rising proportion of new and popular products, showcasing strong market competitiveness [2] Group 2: Trends and Projections for 2026 - Fashion will become a core decision factor for consumers in 2026, with the footwear market expected to adopt a dual-drive model of functionality and fashion, highlighting "technology + fashion" [3] - The global market for sports equipment is projected to reach $15.88 billion, with significant potential in the Chinese market, driven by trends in quality-price ratio and the "her economy" [3] - The trend of de-branding in the bag category will continue, with consumers focusing more on material quality, craftsmanship, and unique design, favoring local brands and traditional cultural elements [3] Group 3: Strategic Planning for 2026 - DreamX Technology has outlined a comprehensive annual activity plan for the bag, sports, and accessories categories, focusing on seasonal marketing themes to optimize inventory and achieve sales peaks [4] - The company introduced attractive collaboration models, including high commission and exclusive private domain options, to enhance sales through targeted marketing strategies [4] - The emphasis on private domain e-commerce is reshaping the competitive landscape, encouraging a long-term approach to user value to seize market opportunities [4] Group 4: Future Development and Ecosystem - DreamX Technology aims to leverage its strong supply chain resources and active store owner community to focus on quality supply, content upgrades, traffic expansion, and AI technology empowerment [5] - The year 2026 is anticipated to be a golden growth year for the sports bag and accessories industry, with a commitment to user-centric approaches and innovative collaboration models to create efficient growth platforms [5]

Core Insights - Changle County has leveraged its unique sapphire resources and gold jewelry processing capabilities to establish itself as a significant player in the global market, earning the title of "City of Gems" [1][12] - The region's sapphire mining history dates back over 50 years, with significant discoveries leading to the identification of a large sapphire deposit covering 450 square kilometers, containing billions of carats [3][12] - The local industry has evolved from sapphire processing to a comprehensive jewelry manufacturing ecosystem, focusing on high-quality and intelligent production methods [5][12] Industry Development - Changle County has developed a specialized industrial cluster centered around sapphire and gold processing, with over 560 jewelry processing entities and nearly 5,000 employees, producing over 10 million carats of gemstones and 100 million pieces of jewelry annually [12] - The Dream Gold Jewelry Group has successfully mastered the production of spring clasps, breaking foreign monopolies and setting international standards, which has allowed them to expand into overseas markets [7] - E-commerce has been identified as a key driver for industry transformation, with over 890 e-commerce businesses established in the region, significantly increasing sales and customer reach [10][12] Technological Advancements - The local industry has made significant strides in technology, particularly in the production of high-precision jewelry components, which were previously reliant on imports [5][7] - The introduction of live-streaming e-commerce has enhanced consumer engagement and sales, with platforms like Taobao and Douyin being utilized to showcase products effectively [8][10] Market Position - Changle County has been recognized as a national and provincial leader in the jewelry industry, with its market being awarded for its strong industrial clustering and influence [12]

Core Points - The article highlights the charm and cultural significance of Savona, a small coastal city in Italy, known for its historical sites and unique blue pottery [1][6][17] - Savona serves as a starting point for Mediterranean cruises and is historically linked to explorer Christopher Columbus [8][10] - The city offers a blend of history, art, and local culture, making it an appealing destination for travelers seeking a more intimate Italian experience [19][26][32] Summary by Sections Historical and Cultural Significance - Savona is not only a picturesque coastal city but also a historical site, featuring a medieval tower and a 16th-century fortress that reflects its rich past [13][15] - The city is renowned for its unique blue pottery, reminiscent of Chinese blue and white porcelain, which has evolved over centuries [17][19] Tourism and Local Experience - The article describes Savona as a less crowded alternative to larger cities, with lower prices for food and beverages, enhancing its appeal to tourists [25][26] - Visitors can enjoy leisurely walks through the old town, exploring charming streets, local shops, and historical buildings [19][20][29] Culinary and Artistic Offerings - Savona boasts a variety of local delicacies and artistic treasures, including a vibrant café culture and artisan shops selling unique crafts [26][32] - The presence of local markets and art exhibitions adds to the city's cultural richness, making it a delightful stop for travelers [26][29]

Group 1: Restaurant Industry - The restaurant industry in Wuhan is experiencing a surge in popularity for romantic dining experiences, particularly around the Qixi Festival, with special events and decorations attracting young couples [1][3] - There has been a 240% week-on-week increase in search volume for "Qixi restaurant" keywords, indicating a growing demand for unique dining experiences, with preferences for "window-side," "scenic," "quiet," and "private" settings [3] - Many restaurants are reporting a 50% increase in reservations for private rooms compared to previous years, prompting upgrades in restaurant designs to meet consumer expectations [3][5] Group 2: Floral and Jewelry Industry - The floral and jewelry sectors are also benefiting from the "romantic economy," with high sales of flowers and gold jewelry leading up to the Qixi Festival [6] - In Ningbo, consumers are favoring smaller weight jewelry pieces priced between 3,000 to 8,000 yuan due to high gold prices, with necklaces, bracelets, and couple rings being the most popular items [6] - Personalized flower arrangements are gaining popularity among young consumers, allowing them to customize their bouquets based on personal preferences [8]

Core Viewpoint - The article highlights the significant growth and transformation of cross-border e-commerce, particularly through platforms like SHEIN, which are enabling local manufacturing enterprises to expand into global markets, thus creating new opportunities for growth and innovation in the industry [1][6]. Group 1: SHEIN's Impact on Cross-Border E-Commerce - SHEIN launched the "500 Cities Industrial Belt Going Abroad Plan" in 2023, covering nearly 400 cities by June, expanding its reach to more remote areas like Inner Mongolia and Heilongjiang [1]. - The platform has evolved from a clothing brand to a comprehensive model that supports various third-party brands and helps manufacturing enterprises transition and upgrade, leading to the emergence of new cross-border brands [1][6]. - The rapid growth of cross-border e-commerce has transformed traditional manufacturing and sales models, making it easier for small and medium-sized sellers across various regions to access international markets [6][8]. Group 2: Transformation of Local Enterprises - Many local manufacturers are turning to cross-border e-commerce due to pressures from traditional business models and increased domestic competition, seeking new avenues for growth [2][4]. - Entrepreneurs like Shang Fushun have successfully transitioned to cross-border e-commerce, achieving significant sales growth without advertising, with monthly overseas consumer visits exceeding 1.1 million and annual sales reaching over 13 million [4]. - Other manufacturers, such as a shoe factory owner, have adapted their operations to align with cross-border e-commerce trends, resulting in a threefold increase in production capacity and a doubling of employee numbers [5]. Group 3: Benefits of Cross-Border E-Commerce - Cross-border e-commerce platforms are driving local enterprises to shift from low-end competition to value creation, enhancing supply chain efficiency and encouraging innovation [8]. - The rise of cross-border e-commerce has created new job opportunities in areas like digital marketing and international logistics, leading to a shift in local employment trends and increased entrepreneurial activity among young people [9]. - SHEIN plans to conduct around 180 activities by the end of the year to further integrate more enterprises into the global market, positioning cross-border e-commerce as a key growth driver for businesses [9].

Core Insights - The article highlights the growing trend of cross-border e-commerce in the jewelry industry, particularly through platforms like SHEIN, which is enabling traditional manufacturers to adapt and thrive in international markets [1][7][12]. Industry Overview - The domestic fashion industry, including jewelry, has reached an annual output value of over 10 trillion yuan, with the jewelry sector showing a remarkable export growth of 14.7% to $35.83 billion in 2024 [1][12]. - The jewelry industry in regions like Guangzhou, Shenzhen, and Dongguan is evolving into a robust network, leveraging cross-border e-commerce to enhance supply chain capabilities and meet international consumer demands [3][12]. Market Dynamics - Traditional jewelry businesses are transitioning from a reliance on foreign trade to embracing cross-border e-commerce, with many sellers recognizing the need for refined operational strategies to succeed in overseas markets [7][12]. - The shift towards a "demand-driven supply chain" is evident, as manufacturers are now focusing on market trends and consumer preferences rather than merely fulfilling orders [11][13]. Seller Experiences - Sellers like Shang Fushun have successfully transitioned to cross-border e-commerce, achieving annual sales exceeding 10 million yuan after establishing a store on SHEIN [8][11]. - The experience of sellers indicates a significant change in mindset, where understanding market demands and trends has become crucial for success [11][13]. Future Outlook - The cross-border e-commerce boom is extending from major cities to smaller towns, with local businesses increasingly viewing e-commerce as a vital growth avenue [12][13]. - The global jewelry market is expanding, with international consumers eager for new and trendy jewelry options, indicating a promising future for manufacturers who adapt to these changes [14].