Standard Price: Complimentary (Approval required)
In-person event
Language: 中文
破解新消费趋势、情绪消费与“买单”的背后
As rational consumption becomes the new normal, emotional value, brand persona, and community resonance are emerging as the new levers of growth. In this new consumer era, how can brands achieve their “second curve” of growth?
In recent years, the Double 11 shopping festival has become increasingly rationalised. Pre-sales start earlier, promotional mechanics grow more complex, yet the enthusiasm once driven by discounts continues to fade. This year’s results sparked new questions: when “low price” is no longer the main trigger, how can brands truly move consumers?
This event will be conducted in Chinese.
近年来，双十一热度渐趋理性，预售拉得更早、玩法更复杂，但促销所带来的购买热情却逐渐减弱。今年的表现也引发了新的关注：当“低价”不再是消费主导因素，品牌还能靠什么打动消费者？
当“理性消费”成为新常态，情绪价值、品牌人设、圈层共鸣等正在成为撬动消费力的新杠杆。品牌不仅要拼产品力，更要在产品之外，提供心理慰藉与身份认同。新消费时代，品牌如何实现“增长的第二曲线”？这将是不得不思考的命题。
本次小型论坛邀请长江商学院市场营销学教授李洋博士主讲，聚焦“后双十一时代”的品牌战略新解。结合对泡泡玛特等现象级品牌的观察，探讨：
• 2025年双十一释放了哪些新信号？
• 年轻人“买”的到底是什么？
• 如何用品牌力和情绪价值建立长效连接？
• 在消费疲软周期中，品牌如何自证价值？
我们也将邀请资深品牌营销专家，与教授展开对话，从品牌战略与营销实务的角度，探讨消费“冷静期”的破局之道。
<Showcase Session> is a service that BritCham Shanghai offers to business members. Through the <Showcase Session>, member companies will have the opportunity to introduce and promote their services and products to interested Chamber members and non-members.
Established in Beijing in November 2002, Cheung Kong Graduate School of Business (CKGSB) is China’s first privately funded and research-driven business school.
The school aims to cultivate transformative business leaders with a global vision, sense of social responsibility, innovative mindset, and ability to lead with empathy and compassion.
Today, CKGSB stands apart for its full-time, world-class faculty, research excellence, China insights and unparalleled alumni network. More than half of its 40 strong faculty members previously held tenure or senior professorships at top business schools, such as MIT, Wharton, and Yale. CKGSB is also the preferred choice for management education among China’s established business leaders and a new generation of disruptors. More than half of its 22,000 alumni are at the CEO or Chairman level and, collectively, they lead one fifth of China’s 100 most valuable brands.
Find us at our headquarter in Beijing, satellite campuses in Shanghai and Shenzhen, and representative offices in New York, London and Hong Kong.
For more information, please visit: https://english.ckgsb.edu.cn/
BritCham Shanghai Office Lounge
Room 2107, 699 West Nanjing Road,
Oriental Centre, Jing’an District, Shanghai
上海市静安区南京西路699号东方投资大厦2107室
