December 19th, hosted by W.AWARDS Golden Internet Awards, co-sponsored by 36Kr, CEIBS Alumni Digital Ecology Club, CEIBS Business School Marketing Society, The "2024 Business Plan Pilot Show Summit" co-organized by the Cheung Kong Graduate School of Business MBA Program, the Cheung Kong Graduate School of Business Digital Economics Association, the China-Europe Business School Marketing Society, and the Cheung Kong Graduate School of Business Digital Economy Association was successfully held in Beijing. This summit is titled "The power of AI is happening now" and invites platforms including Cheung Kong Graduate School of Business, Tencent, Meituan, 360, Kuaishou, Weibo, 36Kr, Baidu, Bilibili, Xiaohongshu, Fengxing and other platforms Business leaders and professors from , media, and business schools share their business plans and prospects for 2025. In this ever-changing business era, AI is becoming a powerful force driving us forward. Whether we are facing confusion or opportunities, embracing commercialization is our belief in moving forward. W.AWARDS Golden Internet Awards 2024 Business Plan Pilot Show builds a platform to bring together business leaders to seek future development. The live broadcast platform of this summit includes W.AWARDS Golden Web Award video account, 36Kr APP client, and social marketing express Weibo account live broadcast. The total online live broadcast exposure is as high as 140,000+.

Li Yang, associate professor of marketing at Cheung Kong Graduate School of Business, MBA project leader, academic director of EMBA project, and Ph.D. of Columbia University Business School: "Embracing AI: Technology Development Drives Marketing Change"

Li Yang The professor pointed out that the marketing industry is the most suitable field for AI to take root. AI and marketing are a match made in heaven. AI plays a significant role in data processing and analysis, improving marketing efficiency, enhancing customer experience, and creating competitive advantages. The new trend of AI is mainly reflected in the following aspects:

· Multi-modal capabilities are strengthened, thereby realizing a wider range of application scenarios;

· AI is integrated into hardware and operating systems Among them, reshape the super traffic entrance;

·AI penetrates into media applications, giving birth to new service scenarios;

·AI Transform the entire marketing chain and set off a revolution in marketing efficiency;

5. The competitiveness of compound talents (super individuals) has become increasingly prominent.

Luan Na, Vice President of Tencent: "Move cautiously, thoughts and practices on the eve of the outbreak of artificial intelligence"

Luan Na always pointed out that we are now on the eve of the outbreak of artificial intelligence, and the only When AI moves from core technology to general technology, AI will truly explode. As far as the current overall situation is concerned, there are still many problems with the current artificial intelligence. The use time of the top foreign large models is only 12 minutes, and the longest average daily use time in China is only 7 minutes. This means that everyone has not really Implementing it at the application level, the application level is not deep enough. Issues such as inaccuracy, copyright infringement and network security remain the most important concerns during the application process.focus. In terms of marketing applications, perhaps only a little more than 30% are actually applied in the marketing field. Artificial intelligence is still in its infancy, and AI applications in marketing and sales are promising, but the actual application scenarios are still in the experimental stage, like a baby, but we know that it will definitely grow. AI has indeed brought us many surprises. Is it good or bad? Actually we don't know. Therefore, in this process, we must always maintain self-discipline and reverence, especially in the advertising industry. Is it false advertising? Is it a deep imitation? Is it a scam? This requires constant reflection by those in our industry. When facing new things, we don’t have to be afraid of their fierceness, and we must always stick to our inner bottom line. Only by having the mentality of walking on thin ice can you move forward steadily.

Zhang Chuan, Chairman of the Board of Directors of W.AWARDS Golden Internet Awards and Senior Vice President of Meituan: "Unlocking New Business Power"

Three major keywords in the business field in 2024: Sinking, going to sea and AI. The sinking market, regarded as the last blue ocean, is gradually transforming into a red ocean. There are significant differences in consumer demands at different city levels. Enterprises need to accurately grasp the cost-effectiveness needs of each level and pay attention to brand and experience. The execution ability of the team is also the key to entering the sinking market. Only by building strong execution ability can we effectively reach and meet the needs of the vast sinking market. When it comes to going overseas, Chinese companies need to integrate local brands with manufacturing capabilities to design the products they need for a wider range of people. Only with an in-depth understanding of the local market can they design products that truly meet local needs. AI is crossing the chasm from supporting jobs to replacing jobs. People who can use AI will gradually defeat those who can't, because AI can greatly improve work efficiency and reduce dependence on manpower. As the AI ​​business model is gradually verified, its commercial value has become increasingly prominent.

Zhao Mingming, Senior General Manager of 360 Commercialization Research and Development Division: "AI builds new quality marketing power of PC"

In 2024, the dividend of mobile Internet traffic will weaken and the competition for stock will intensify. Enterprises need to Improve marketing effectiveness with limited resources. With the deepening of the application of AI large models, traffic flows back to the PC side, and the marketing value of the PC side has received renewed attention. Relying on its forward-looking layout in the field of AI large models and its advantages in deep cultivation on the PC side, 360 has built a new "A·I·P·C" smart marketing system, aiming to reconstruct the entire PC marketing link through AI technology. This system is based on the 360 ​​Intelligent Brain large-scale model. On the one hand, it upgrades its flagship products with AI, such as 360AI browser, 360AI navigation and nano-AI search, to build personal application scenarios for PC-side AI large-scale models. On the other hand, 360 Smart Business has achieved a comprehensive AI upgrade from advertising styles, delivery platforms to marketing tools through the "AI + PC" model, with the help of model capabilities such as 360 Intelligent Brain model, 360 advertising model, and 360CV large model. , build a "one horizontal and three vertical" advertising link, with AI empowers intelligent materials, intelligent placement and intelligent display, helping enterprises achieve smart operations, reduce costs and increase efficiency. In addition, 360 Smart Business uses the "AIPC+" strategy to strengthen PC infrastructure, intelligently expand the boundaries of capabilities, and deeply integrate with various industries. For example, "AIPC+ Mini Program" integrates 360's resources to accurately reach target groups while providing partners with services, large model capabilities and monetization capabilities, improving the monetization efficiency of media partners and creating a new marketing paradigm in the stock era. Based on AI's reconstruction of the entire marketing link, 360 Smart Business has developed the "A·I·P·C" marketing methodology, which uses high-visibility (Apparent) marketing to help companies dig deep into the PC value depression (Imagnation) and diversify Rich (Plural) scenes achieve accurate and powerful reach (Connect) to the target group. Create a closed loop of PC-side marketing to help enterprises achieve deterministic growth. On November 27, 360 released a new AI search product - AI Nano Search. President Zhao Mingming emphasized that as more and more players enter the game, the commercialization of AI search has become a new topic in the industry. 360 Smart Business will continue to deepen its focus on AI search business. Exploration and practice of globalization, strengthening PC infrastructure, empowering all walks of life with the "A·I·P·C" system, and creating new quality PC marketing capabilities.

Zhang Mengbei, head of Kuaishou Magnetic Engine Brand Business: "AI empowers marketing, technology drives business efficiency"

Zhang Mengbei introduced that Kuaishou accelerates the integration of AI large models and other intelligent Apply technology to business scenarios. At present, Kuaishou has built a large model matrix with the core of the Yiyi language model, the recommendation model, and the video generation model as the core, covering multiple levels of content understanding, distribution, and generation, and has provided these large models with in-depth services to Kuaishou’s business ecosystem scenario. Kuaishou’s large model products mainly focus on the content level. In terms of content creation, there are creative products such as Keling AI, Ketu, and AI Xiaokuai; in terms of content efficiency improvement, there are also efficiency tools such as Nuwa Digital Human, Magnetic Creation, and π Digital Employee. Among them, Keling AI, a large video generation model, has gone through more than ten iterations and upgrades since its launch in June this year, and has always maintained its leading position in the industry. It has more than 6 million users and has generated more than 65 million videos and more than 175 million pictures. In addition, Nuwa Digital Human breaks through the problem of traditional live broadcast digital human anchors being unable to interact with users, enabling brands and merchants to start broadcasting at a low cost, and boosting the efficiency of Kuaishou's business ecosystem. While empowering content, the widespread application of large models also gives the marketing ecosystem a whole new look. The first is to improve the efficiency of content recommendation, allowing high-quality content to obtain more traffic and stimulating the enthusiasm of content creators. The second is to lower the threshold for content production and, with the assistance of large models, reduce the cost of content creation and the cost of trial and error. Finally, there is the change in marketing strategy. The application of AI technology will change the marketing strategy, covering hot spot mining, content matching and the improvement of user participation. Zhang Mengbei said that when it comes to large model empowered marketing, Kuaishou is both a technical person and a marketer. existWhile maintaining the constant pursuit of technological leadership, we will gain insight into user needs with a more open attitude, develop the ability to adapt to business, and let content and marketing blossom and bear fruit from the soil of ecology and users!

Weibo Marketing Operations Director Kong Yan: "Focus on Mind and Exploring Growth"

Kong Yan pointed out in his sharing that although the market is full of uncertainty, brands can still gain insights into consumer trends. and changes in the marketing environment to find a way to break through. Changes in consumer psychology have put forward higher requirements for brands. From the trend #canbuyexpensivebutnottooexpensive on Weibo, it became clear that under market changes, consumers no longer blindly pursue high-premium products, but pay more attention to the true value of the brand, product functions and emotional resonance. This return to rationality requires brands to pay more attention to in-depth communication with consumers and convey the brand's core values ​​and differentiated advantages. Looking back at the changes in the marketing environment, we pointed out that from Bigidea to Brand Story, to today's intensified marketing competition, the way brands connect with consumers is also evolving to a more fine-grained level. In the construction of differentiated mind, the synergistic relationship between mind and ROI is emphasized. Brands need to create meaningful differentiation in the minds of users, by establishing exclusive content that is “flesh and blood” that can be discussed, remembered, and agreed upon, and by cooperating with more diversified and efficient channels to achieve the accumulation of brand assets and mental transformation. As an important social media platform, Weibo plays an indispensable role in consumers’ mental journey. Weibo hot searches can not only map current consumer trends and value consensus, but can also trigger chain reactions through social issues and expand brand influence. In order to put the differentiated mind into practice, Mr. Kong Yan proposed two key moments of mental influence: innovation and scene. Launching new products refers to strategic new product launches, which clearly define mental goals and challenges. It is necessary to coordinate brands and products to maximize value delivery, and achieve a connection between users' minds through refined content design combined with multi-touch point communication. Scenes are the key moments when brands and consumers create the first association. Brands need to gain insight into hot scenes and achieve efficient mental penetration by matching associations with different scenes and expanding their footprints. Finally, the core points of brand psychology and differentiated marketing are summarized: Brands need to find a way to maximize the common denominator of interests, break through the shielding of the information cocoon through the mechanism of hot spots, and achieve efficient circle-breaking communication. In today's fragmented communication environment, focusing and becoming the focus are of great significance to brands. It is hoped that in the future, brands can use these mind-grabbing tools and strategies to create meaningful differentiation and achieve long-term development of performance.

36 Li Zheng, Partner and Vice President of Krypton: "Embracing the Next AI Wave"

Li Zheng predicts that competition between AI Agents will open a new chapter in the AI ​​wave in the commercial market , this kind of competition will be based on the paradigm of "big and broad to small and precise". This change means that future AI applications will pay more attention to refinement, personalization and scenario-based application, rather than simple scale expansion. In the marketing industry, the gradual change of the AI ​​​​wave has begun to show results. Many companies and brands are beginning to explore the use of AITechnology has been used to improve marketing efficiency and effectiveness, and has achieved a series of impressive results. However, despite the emerging opportunities, advanced challenges still need to be solved. From a content perspective, AI faces escalating confrontations in content production and governance. How to ensure that AI-generated content not only meets user needs but also maintains high quality and diversity is a problem that needs to be continuously explored and solved. At the same time, with the continuous development of AI technology, how to effectively govern and supervise the content generated by AI and prevent the spread of false information and harmful content is also an urgent challenge that needs to be solved. For advertisers, they face a long-term dilemma between quality and quantity. On the one hand, they hope to use AI technology to expand advertising coverage and improve advertising effectiveness; on the other hand, they are worried that overreliance on AI technology may lead to the homogeneity of advertising content and user resentment. Therefore, how to find a balance between quality and quantity is an issue that advertisers need to seriously consider. In order to seize the opportunity for corporate growth, Mr. Li Zheng put forward specific marketing strategy suggestions. In terms of short-term actions, companies should clarify the collaborative role of AI technology participation and give full play to AI's core advantages in cost reduction and efficiency improvement. By introducing AI technology to optimize marketing processes, improve marketing efficiency, and reduce marketing costs, we can create more value for enterprises. In terms of mid-term planning, companies should integrate brand characteristics to train exclusive AI agents. By in-depth understanding of the characteristics and needs of the brand, the AI ​​Agent is customized and trained so that it can better interact and communicate with users on behalf of the brand, thereby enhancing brand image and user loyalty. In terms of long-term layout, companies should carry out AI training in a long-term and systematic manner to achieve a high degree of fit between AI and brand strategy. By continuously training and optimizing AI, it can better understand and execute brand strategies, providing strong support for the long-term development of enterprises.

Lu Yiming, general manager of Baidu Mobile Ecological Business Group Sales Business Platform Industry Department II: "AI is applied from the heart"

Mr. Lu Yiming pointed out that 2024 can be called the year of AI applications. In this first year, both users and various enterprises have truly felt the powerful influence and practical value brought by AI applications. Many companies are actively engaged in deeply exploring the potential of generative AI. According to relevant data, 58% of companies have started to explore the application of generative AI in marketing. Among Baidu’s customer groups , this proportion is as high as more than 70%, which fully demonstrates Baidu's leading position and demonstration effect in the field of AI marketing. When it comes to AI applications, agents are the most mainstream form of AI applications and will become the new carrier of content, information, and services in the AI ​​era. The intelligent agent has demonstrated extraordinary capabilities. It can not only achieve efficient communication, but also has powerful memory storage functions, precise planning capabilities, and practical action execution capabilities, providing opportunities for the in-depth expansion and widespread implementation of AI applications. Solid and powerful support. Big model on BaiduIn terms of development process, since the grand launch of Wenxin Large Model 4.0, its call volume has shown explosive growth, with an increase of as much as 7.5 times. Based on this strong technical foundation, Baidu quickly launched diversified application expansion on the user side and enterprise side, committed to providing users with a more high-quality, efficient, and intelligent service experience, while also injecting innovation and development and digital transformation into enterprises. strong motivation. Mr. Lu Yiming emphasized that Baidu has successfully made the complex process of marketing more concise, efficient, accurate and intelligent with the help of advanced AI technology, effectively helping merchants achieve stable and deterministic growth in the fierce market competition. He expressed with great expectation that he hopes to work hand in hand with colleagues from all walks of life to further explore the infinite possibilities of AI, jointly create a broader business development space, and achieve sustained prosperity and growth of the business.

Wang Xu, General Manager of Bilibili Marketing Center: "Content Management Mind Drives High-Quality Growth"

Ms. Wang Xu shared some insights and thoughts on the marketing of Bilibili - in Today, with the diminishing margins of traffic benefits, how to establish a deep mental connection with users through good content to achieve a win-win situation of brand building and business growth. At present, user time is becoming increasingly fragmented and touch points are more dispersed. The amount of information users are exposed to in a day is far greater than in any previous era, which also makes the marketing environment increasingly complex. Therefore, in the past few years, the traffic + content marketing model has become very popular, giving rise to standardized content production plans. However, along with it, "content inertia" has become increasingly serious. For brands, content inertia means homogeneity. ization, brand value is eroding, traffic is greater than sales, and it is difficult to convert; for users, content inertia means fatigue, aesthetic fatigue, and "guangzi" fatigue for the information that advertisers want to convey. At this time, the pain is on both sides, marketing is at a break point, and advertising content is becoming less and less effective. The urgent question before marketers is - how to re-create the mental connection between brand content and consumers? The answer given by Station B is very straightforward - in the content community, focus on the real interests and needs of young people, deeply influence the mind with content, make what the brand wants to say become what users like to see, and achieve both product and effect. Station B has more than 7,000 circles, and each user follows an average of 7 interests and hobbies. Our research with KANTAR shows that users’ consumption preferences will emerge from the content. When making decisions, they will not only be affected by perceptual interests, but also make rational comparisons through multiple content information sources. To this end, we aggregated user interests and needs and condensed the "White Paper on the 15 Characteristic Groups of Bilibili", allowing brands to quickly find their target groups at Bilibili, and at the same time, more quickly match them with corresponding effective communication channels, and take advantage of the opportunity to integrate Groups allow brands to establish themselves in the hearts of consumers. At the same time, Bilibili also provides a full set of solutions to manage the mind with content: first, focusing on the rich content supply of young people’s interest culture to build the cornerstone of mental connection; second, precise and intelligent distribution in multiple scenarios, from APP, PC, OTT, search and other scenarios Help brands accurately reach users; finallyIt is empowered by native components based on the open-loop ecology to help improve conversion efficiency. Taking the release of the SAIC Volkswagen ID.3 smart new car and Huawei's nova Flip #新夜夜 #super-scientific evening show as examples, we deeply deconstructed the interests and needs of young car buyers and phone users, cut into the scenes, and responded to the pain points. Volkswagen ID.3 touches the mind of car selection through the "car + Behavior drives conversion intent. Huawei nova Flip teamed up with Station B to create a live scene where fashion and technology collide, focusing on the real life scenarios of young people using their phones throughout the day, in the form of user-favorite content. The entire creative show live broadcast is ranked among the most popular live broadcasts on mobile phones on the site. top1, with over 80 million views on the entire network. Bilibili Marketing is committed to helping everyone deeply connect young minds through high-quality, useful and interesting content; we look forward to working with more partners to jointly create brand and business growth.

Muller, Business Director of Xiaohongshu Ecological Industry Belt: "Plant grass and return to the primacy of marketing"

Mr. Muller first pointed out that the current marketing field is facing supply-side involution , traffic cost surge and profit margin compression and many other challenges, and called on the industry to jointly build a healthy marketing ecosystem. By sharing successful cases of brand marketing on Xiaohongshu, he demonstrated the model for customers to achieve significant growth on the platform. Muller emphasized that grass planting marketing not only has the value of brand building, but also has the advantages of effect marketing. Xiaohongshu uses its in-site insights tool to help brands accurately capture user needs and achieve the circle-breaking effect. Through multi-dimensional in-depth insights into the population, Xiaohongshu has launched lifestyle classifications covering 20 major groups, and further subdivided them into 129 lifestyle groups. He also focused on Xiaohongshu’s anti-funnel model, which emphasizes accurately reaching core groups first, and then gradually expanding influence to achieve dual growth in scale and marketing effects. In addition, he also elaborated on the value of Xiaohongshu grass-planting marketing, which can not only promote the growth of commercial sales on the site, but also drive spillover business opportunities and achieve the growth of multi-scenario business. Through the one-party data transfer mechanism, brands can gain in-depth insights into the effectiveness of Zhongcao marketing, including the matching degree between transaction customers and Xiaohongshu users, users’ browsing of Zhongcao content, the age distribution of converted customers, unit price per customer, and repurchase rate, etc. Key indicators. Finally, Xiaohongshu’s Zhongcao 3.0 solution was further introduced. This solution uses in-depth insights into SPU products, crowd packages and content dimensions to find and optimize optimal marketing links and improve marketing efficiency. Its core lies in deeply understanding the target group and discovering market segmentation opportunities, thereby significantly improving marketing effectiveness.

Pan Chong, General Manager of Fengxing Commercial Products: "Following the trend of AI, what can we do for AI"

In an era when the AI ​​wave is sweeping the world, Fengxing puts forward a core Question: What can we do for AI? It seems that we are looking for implementation scenarios for AI, but in factRedefine your own value in the AI ​​era. Fengxing has unique advantages in traffic operation, and its traffic covers mini programs, APPs and smart TV operating systems. By deeply integrating these traffic advantages with AI technology, we will actively explore innovative applications of AI in various business sectors and solidify our position as an Internet pioneer. Fengxing fully understands that AI is not only a cutting-edge technology, but also a profound underlying logic revolution. Faced with this change, Fengxing proactively adapted to AI and combined its own advantages to explore the infinite possibilities of AI in traffic operations. Content creation: Focus on fantasy short dramas with the help of AI technology to improve creation efficiency and provide users with a more efficient and personalized content experience; Technology development: All employees upgrade their development skills and use AI to improve Fengxing’s development efficiency and product iteration speed ;Content review and distribution: using AI technology to ensure Ensure content quality, help 300,000 expert partners improve the distribution effect of popular mini programs and orange star recommendations, and achieve precise distribution for thousands of people; Smart TV ecological field: Relying on the Hongmeng AI open ecosystem, the Hongmeng AI open version of the large-screen operating system is launched , bringing a more convenient and smarter interactive experience to home users. Pan Chong emphasized that the development of the AI ​​era requires the cooperation of all parties. Fengxing always adheres to an open and inclusive attitude and explores the infinite possibilities of AI with partners from various industries. Whether in content creation, technology development, or business ecosystem construction, we look forward to working with more partners to contribute to the development of the industry. In the future, Fengxing will continue to move forward with the trend of AI, continue to innovate and cooperate, and create more value in the AI ​​era. In the context of the reconstruction of this era and the future of AI, let us bring the passion of mission, curiosity and innovation to inject AI-empowered marketing thinking into our commercialization journey! In the future, we look forward to the continued performance of the pilot show Its platform advantages contribute more to the development of the commercial market. The 2025 W.AWARDS Golden Network Awards will continue to move forward and think forward as always!

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About W.AWARDS Golden Web Award

W.AWARDS Golden Web Award was founded in 2009 and has been for many years. Precipitate, continue to output new ideas in digital marketing, pay attention to new brands, new marketing, new platforms, and explore emerging forces that represent new productivity. The 2021 W.AWARDS Golden Network Award is newly upgraded, focusing on the commercial value of cases, and is committed to using marketing to create new capabilities! We sincerely invite outstanding cases in the industry to submit for evaluation. The review experts are composed of industry associations, business leaders, brand experts, content industry experts, etc., and serve as an industry demonstration and promote commercial development through marketing cases, corporate brands, and character selections.

About the Pilot Show Business Plan The Pilot Show is a "show" event in the technology and marketing circles hosted by the W.AWARDS Golden Internet Awards. It focuses on the fields of marketing +, Internet, and digital business, and invites well-known experts and scholars in the industry, Leading Internet platforms, marketing agencies, and new consumer brands share business plans, products, and strategies, which has become a glimpse into the future in the marketing, Internet, and digital business fields.a window.