一周品牌营销观察 2025 年 5 月 26 日 - 31 日，品牌营销领域呈现出一派热闹非凡的景象。众多品牌纷纷发力，通过多样化 的营销策略，在激烈的市场竞争中抢占消费者的心智。从代言人的重磅官宣，到别出心裁的跨界联名， 再到应景的节日营销活动，涵盖了餐饮、美妆、服饰等多个行业，每一个案例都独具特色，为品牌发展 注入了新的活力。 餐饮行业：创意营销，抢占味蕾与心智 饿了么：巧妙借势，打响夏日营销战 在美团邀请黄龄演唱 "黄的灵" 后，饿了么敏锐地捕捉到了营销契机。6 月 1 日，饿了么官宣演员蓝盈 莹成为其活动代言人，以 "蓝的一定赢" 的谐音梗巧妙回应，迅速引发了大众的关注和热议。这一举措 不仅展现了饿了么对用户意见的重视，还通过玩梗的方式与用户进行了轻松有趣的互动，极大地提升了 用户的参与感和情感认同。同时，饿了么还延续了 "饿补超百亿" 大促活动，于 5 月 30 日在官方微博宣 布送 18.8 元红包，疑似回应友商回收外卖补贴券的行为。这种 "听劝式" 的营销方式，让消费者在享受 实惠的同时，也感受到了饿了么的诚意和亲和力，为其在夏日外卖市场的竞争中赢得了先机。 麦当劳：博物馆开业与节气营销双管齐下 ...

Core Insights - Semir has opened its first store in Malaysia at 1 UTAMA Shopping Centre in December 2024, followed by a second store in Sunway Pyramid Mall and the first overseas store for its children's brand Balabala in Pavilion Kuala Lumpur [1][3] Group 1: International Expansion Strategy - The opening of three stores marks a small step in Semir's nearly decade-long overseas market expansion, reflecting the trend of domestic apparel brands going global [3][4] - Semir aims to leverage its domestic supply chain and industry understanding to explore new growth paths in overseas markets, focusing on Southeast Asia, the Middle East, and breaking into Europe and the U.S. [3][4] - As of the end of 2024, Semir and Balabala have entered 15 countries and regions, with over 100 stores outside mainland China, including 30 new stores opened in 2024 [4] Group 2: Focus on Southeast Asia and the Middle East - Southeast Asia is a primary target for Chinese apparel brands due to cultural similarities, making it easier for products to penetrate the market [5] - Semir has successfully established itself in Vietnam, with Balabala operating 9 stores and plans to upgrade its management structure in the region for better market penetration [5] - The Middle East is also a key market for Semir, with a focus on partnerships with local agents to tap into the high demand for children's products [6] Group 3: Multi-Channel Strategy - Semir employs a dual-channel strategy of direct sales and partnerships with agents to optimize market entry and resource acquisition [7][8] - The company has achieved significant online growth, covering over 130 countries with online revenue increasing by over 80% year-on-year [7] - Physical stores are essential for building brand recognition and consumer relationships, with a focus on high-end positioning in Southeast Asia [8] Group 4: Adapting to Local Markets - Semir emphasizes the importance of understanding local market trends and consumer preferences to tailor its offerings [10][11] - The company has established a dedicated team for market research and product planning to ensure alignment with local cultural nuances [10][11] - In the Middle East, Semir adapts its marketing strategies to align with local customs and traditions, such as creating special product lines for Ramadan [11][13] Group 5: Long-term Goals - Semir aims for global brand recognition and market scale, aspiring to transition from a domestic brand to a global player in the fashion industry [14]