以下为报告节选内容 CMO Club 的初心，就是打造一个开放、互助、持续进化的营销人赋能生态。 在瞬息万变的营销时代,单打独斗已难以为继,唯有共建、共享、共进的生态才能孕 育真正的突破。CMO Club始终秉持"专业、实战、连接"三大核心理念 -- 我们不仅 关注前沿理论,更聚焦一线战场的真实打法;我们不仅输出洞察,更搭建营销人之间 深度协作的桥梁。每年发布的《中国营销趋势报告》,正是这一理念的集中体现:它 由数十位CMO、品牌负责人与实战专家共同共创,根植于真实业务场景,服务于真实 增长需求。 这份2026年营销趋势报告,我们以"数智、信任、整活、入圈"四大关键词为支点, 撬动对新一年营销格局的深度思考。这些关键词背后,是Al驱动的精准决策和魔力增 长、是用户心智中日益稀缺的信任资产、是品牌人格化的鲜活表达,更是融入圈层、 成为社交货币的能力。 尤为珍贵的是,报告中的每一个趋势都锚定于真实案例 -- 它们全部来自2025年金匠 奖的优秀获奖案例和营销服务商,是无数营销人在不确定时代中勇敢试错、敏捷迭代 的结晶。 今天分享的是：2026年中国营销趋势报告 报告共计：80页 CMO Club·金匠营销智库发布 ...

Core Insights - The retail industry is at a crossroads as it approaches 2025, with companies facing choices between expansion and consolidation, premium products and cost-effective options, and urban versus lower-tier market strategies [1] Group 1: Market Dynamics - The retail sector is experiencing a shift from a growth phase to a focus on existing customer bases, necessitating a deeper understanding of consumer preferences and a move towards refined operational strategies [3] - As GDP per capita surpasses $10,000, consumer spending is becoming stratified, with some consumers favoring premium products while others prioritize value for money [1][3] Group 2: Precision Management - Companies like Li Ning are implementing a "product OS" to optimize inventory and sales strategies based on store-specific data, aiming for a tailored retail experience [2] - The importance of digital tools in enhancing operational efficiency is highlighted, with many companies adopting digital solutions for customer insights and inventory management [2][4] Group 3: Digital Transformation - The integration of AI technologies is reshaping retail operations, with companies like Yili leveraging AI for consumer insights and marketing efficiency, significantly reducing costs and improving ROI [4][5] - The future of retail is expected to see a surge in "AI + scenario" applications, enhancing overall business operations across production, management, and marketing [5][6] Group 4: Talent Development - The successful application of technology in retail hinges on the ability to merge industry expertise with technical skills, emphasizing the need for talent that understands both domains [6][8] - Initiatives to establish new talent standards and training programs are underway, aiming to equip the workforce with the necessary skills for digital transformation [8][9] Group 5: Strategic Alignment - The fundamental challenge for the retail industry is no longer about scale and speed but rather about aligning positioning with operational capabilities to navigate the evolving market landscape [9]

Core Insights - The core strategy of Juewei Foods focuses on "serving users, co-creating with partners, and empowering the ecosystem" through deep integration of AI and business [1][3][13] - Juewei has evolved from a small shop in Changsha to over 10,000 stores with annual sales exceeding 10 billion yuan, launching the Juewei 2.0 digital future strategy at its 20th anniversary [3][10] - The company emphasizes a consumer-centric approach, exemplified by its "listening to feedback" culture, which has successfully engaged younger consumers [8][9] AI Integration and Innovation - Juewei appointed China's first Chief Digital Growth Officer to lead its AI-driven growth strategy, highlighting the importance of technology in enhancing consumer experience [3][4] - The company has developed various AI applications, including the AI ordering assistant "Xiao Huoya" and the AI membership system, to improve operational efficiency and customer engagement [10][11] - Juewei's AI strategy is built on four core predictions about AI's future impact on business, emphasizing the need for deep integration of technology and operations [9][10] Operational Efficiency - The introduction of the AI store manager "Juezhi" has significantly improved store operations, providing real-time support and knowledge to staff, resulting in a 39% increase in operational efficiency [11][12] - The AI system allows for direct communication of strategies from headquarters to store employees, reducing information loss and enhancing execution accuracy [12] Collaborative Ecosystem - Juewei's AI strategy includes collaboration with partners like Tencent to create an open AI innovation platform, the AIPC plan, aimed at providing digital solutions for the retail industry [13][14][16] - The company believes that the true value of AI lies in its practical application and continuous improvement through user feedback, fostering a collaborative environment for industry-wide growth [16]