其中，《谢谢你来了》故事电商：打造媒体融合运营新范式——以《长相丝守》"钱皇蚕丝被"为例，荣 获含金量极高的"全场典型案例"。在全国范围内申报参评的数千个项目中，此类别仅评选出11个案例， 彰显了《谢谢你来了》故事电商项目在模式创新与实践成效上的顶尖水准。 近日，由中国广告协会指导，中国广告协会广播电视融媒体工作委员会、中国广告协会公益广告工作委 员会联合承办的"2025广播电视融媒体营销创新典型案例征集"活动结果正式揭晓。重庆卫视凭借《谢谢 你来了》故事电商项目荣获两个重要奖项！ | 2025年广播电视融媒体营销创新 | | | --- | --- | | LES MITHE | | | 全场奥型案例 | *排名不分先后 | | 案例名称 | 申报单位 | | 总台云听×格力整合营销案例(格力明珠精选好歌+ 心光宇宙盛典+董明珠健康家传播等) | 央广云听文化传媒有限公司 | | 华为热点营销系列短视频 | 山东广播电视台 | | 《灵秀莆田 因你不凡》 | 福建省广播影视集团科技文体传媒中心 | | 《谢谢你来了》故事电商:打造媒体融合运营新范式 -以《长相丝守》"钱皇蚕丝被"为例 | 重庆卫视传媒有限公 ...

Core Insights - Chongqing Broadcasting Group's program "Thank You for Coming" has successfully implemented a "story e-commerce" model, achieving both social and economic benefits, and has become a benchmark case in the national broadcasting system [3][5][10] Transformation Path - The program has evolved from a television IP to a full media brand, creating an ecosystem that integrates "content + e-commerce + public welfare," with e-commerce sales exceeding 120 million yuan in the first five months of 2025, a 100% year-on-year increase [3][10] - The core logic involves using real emotional stories to connect audiences, transforming content value into commercial value while maintaining social responsibility [3][5] Audience Engagement - The program targets audience needs by focusing on "telling the life stories of ordinary people," and has successfully transitioned from traditional TV viewers to mobile fans, achieving over 40 million followers across platforms [5][9] - The content strategy emphasizes emotional resonance, which has proven resilient in the face of declining viewership in the broadcasting industry [5][8] Operational Mechanism - The program's operation has evolved through three phases: 1. **Story Creation (2016-2020)**: Focused on high-quality content, achieving significant viewership and social media engagement [7][8] 2. **New Communication (2020-2023)**: Established a full media matrix, generating over 84 billion views across platforms and significantly increasing follower counts [9][10] 3. **New Ecosystem (2023-Present)**: Innovated a "story + e-commerce" model, achieving over 100 million yuan in sales in 2023 and receiving accolades for its contributions to e-commerce [10][13] Content and Commercial Balance - The program adheres to three principles: prioritizing content, ensuring authenticity, and validating through data, which has led to improved user retention and engagement metrics [15][19] - The emotional storytelling approach has enhanced brand loyalty and purchasing intent, with conversion rates increasing from 3%-5% to 13% [13][15] Technological Empowerment - The program utilizes a multi-platform approach, integrating AI for real-time data analysis and enhancing user interaction, which has improved sales performance significantly [17][26] - Innovations such as blockchain for story verification and AI-generated content are being explored to further enhance user engagement and operational efficiency [26] Organizational Innovation - The restructuring of the program's team has facilitated a shift from traditional content production to a multi-media approach, enhancing collaboration and performance metrics [18][19] - The establishment of specialized teams for content e-commerce and new media production has resulted in significant revenue growth and operational efficiency [19][20] Industry Impact - The program's success serves as a model for the broadcasting industry, demonstrating how traditional media can adapt to modern challenges through innovative content strategies and technology integration [26]