1、流量不再

1. Traffic is no longer omnipotent

隨著直播帶貨和短視頻各賽道越來(lái)越擁擠，大眾消費(fèi)心智逐漸趨于理性，流量的獲取成本也越來(lái)越高，對(duì)于商家來(lái)說(shuō)，提前布局新的產(chǎn)銷(xiāo)模型，可以盡早應(yīng)對(duì)流量下滑的大趨勢(shì)。

With live streaming sales and short video becoming increasingly crowded, the public's consumption mentality is gradually becoming rational, and the cost of obtaining traffic is also increasing. For businesses, laying out new production and sales models in advance can help them cope with the trend of declining traffic as soon as possible.

2、讓產(chǎn)品回歸品質(zhì)

2. Let the product return to quality

2024的食品話題達(dá)到一個(gè)的高度，近年來(lái)更是因?yàn)楦黝?lèi)直播帶貨的品控良莠不齊，很多大主播也難逃產(chǎn)品質(zhì)量問(wèn)題的困擾，的良心產(chǎn)品，本該是產(chǎn)品標(biāo)配，但在這個(gè)時(shí)代已經(jīng)成了企業(yè)的重要宣傳利益點(diǎn)。

The topic of food safety in 2024 has reached an unprecedented height, especially in recent years due to the uneven quality control of various live streaming sales. Many big anchors are also troubled by product quality issues. High quality and conscientious products should be standard for products, but in this era, they have become an important promotional interest point for enterprises.

3、場(chǎng)景營(yíng)銷(xiāo)向情緒營(yíng)銷(xiāo)邁進(jìn)

3. Moving from scene marketing to emotional marketing

在進(jìn)階的營(yíng)銷(xiāo)中，當(dāng)代人的情感陪伴缺失注定需要更多情緒價(jià)值的提供，從產(chǎn)品的宣傳到產(chǎn)品設(shè)計(jì)本身，都需要更多的情緒交互，誰(shuí)能把控住受眾情緒痛點(diǎn)，誰(shuí)就能侵占受眾心智

In advanced marketing, the lack of emotional companionship among contemporary people inevitably requires the provision of more emotional value. From product promotion to product design itself, more emotional interaction is needed. Whoever can control the emotional pain points of the audience can occupy their minds

4、好內(nèi)容仍然是稀缺品

4. Good content is still a scarce commodity

直播帶貨的流量爆火讓近些年的品牌營(yíng)銷(xiāo)呈現(xiàn)短平快的趨勢(shì)，缺乏內(nèi)容質(zhì)量和深度，在2025年，依靠精準(zhǔn)的創(chuàng)意呈現(xiàn)和有深度的內(nèi)容輸出，可以吸引更多垂直流量，以達(dá)成品牌私域積累。

The explosive popularity of live streaming sales has led to a trend of short and fast brand marketing in recent years, lacking content quality and depth. In 2025, relying on precise creative presentation and deep content output can attract more vertical traffic to achieve brand private domain accumulation.

5、消費(fèi)鏈路更加緊湊

5. The consumption chain is more compact

在下階段的營(yíng)銷(xiāo)中，縮緊種草與拔草之間的鏈路，是品牌營(yíng)銷(xiāo)的關(guān)鍵。

In the next stage of marketing, tightening the link between planting and pulling grass is the key to brand marketing.

品牌應(yīng)通過(guò)更加靈活的貼片廣告或tip，讓消費(fèi)者在種草之后，有持續(xù)的拔草暗示和消費(fèi)通路，在消費(fèi)沖動(dòng)消退之前，達(dá)成拔草轉(zhuǎn)化。

Brands should use more flexible patch advertisements or tips to provide consumers with continuous hints and consumption channels after planting grass, and achieve grass conversion before the consumption impulse subsides.

6、白牌的低端消費(fèi)契機(jī)

6. White Label's low-end consumption opportunity

在國(guó)內(nèi)存在大量有產(chǎn)能但無(wú)銷(xiāo)路的工廠，尤其是傳統(tǒng)的OEM，品牌方需求縮減，這就給白牌營(yíng)銷(xiāo)極大的機(jī)會(huì)，白牌將為市場(chǎng)提供大量高性價(jià)比的低端消費(fèi)品，所以有能力打造白牌的運(yùn)營(yíng)機(jī)構(gòu)將成為2025的營(yíng)銷(xiāo)贏家。

There are a large number of factories with production capacity but no sales channels in China, especially traditional OEMs, which have reduced demand from brand owners. This provides great opportunities for white label marketing. White label will provide the market with a large number of cost-effective low-end consumer goods. Therefore, operating institutions capable of building white label will become marketing winners in 2025.

7、AI效率將有質(zhì)的飛升

7. AI efficiency will soar qualitatively

無(wú)論是內(nèi)容創(chuàng)意輸出還是渠道投放的數(shù)據(jù)管控，AI都將會(huì)批量取代傳統(tǒng)人工決策，屆時(shí)營(yíng)銷(xiāo)傳播的效率提升，AI將對(duì)傳統(tǒng)廣告業(yè)造成很大程度的顛覆和打擊，作為廣告從業(yè)者，需要不斷提升自己的技能水準(zhǔn)，以確保自己的不可替代性，同時(shí)要善于利用AI去工作，讓AI變成輔助營(yíng)銷(xiāo)的工具。

Whether it's content and creative output or data control for channel placement, AI will replace traditional manual decision-making in bulk. As the efficiency of marketing communication improves, AI will cause significant disruption and impact on the traditional advertising industry. As an advertising practitioner, we need to constantly improve our skills to ensure our irreplaceability. At the same time, we need to be good at using AI to work and turn it into an auxiliary marketing tool.

8、品牌重要性提升

8. Brand Importance Enhancement

綜合整體營(yíng)銷(xiāo)趨勢(shì)來(lái)看，短平快的流量和IP打造已經(jīng)無(wú)法提供更長(zhǎng)遠(yuǎn)的紅利支撐，營(yíng)銷(xiāo)將回歸到本質(zhì)，通過(guò)策略帶動(dòng)底層落地，讓品牌重歸消費(fèi)心智，品牌力的提升將進(jìn)一步左右消費(fèi)抉擇。

From the perspective of overall marketing trends, short-term and fast traffic and IP development are no longer able to provide long-term dividend support. Marketing will return to its essence, driving the implementation of top-level strategies at the bottom level, and allowing brands to return to consumer mentality. The improvement of brand power will further influence consumer choices.