On December 15, the 2023 Golden Contact Business Experience Innovation Conference was grandly opened at Wanda Vista Hotel in Beijing. With the theme of "X-Future", the summit focused on exploring cutting-edge experiential marketing strategies and showcasing the most creative and forward-looking product concepts. 
The golden contact venue gathered a number of first-line brands, marketing technology, ** and advertising ** companies, from martech and artificial intelligence, short ** and content, social marketing and other industry experts, senior executives, in the industry exchanges and discussions burst out of the spark of inspiration, the following is the guest golden sentence, TOP Jun will take you a sneak peek. President of Consumer Experience, Ogilvy ChinaYin Zhenhuajack yinTo do a good experience, you must put the brand first. 
The multi-platform, multi-touch communication environment further strengthens Ogilvy's concept of "unbounded creativity" to a certain extent. We believe that at the experience layer, it is important to combine platform, creativity, technology and data. At Ogilvy, we put the brand first, and we start with the long-term efficiency of the brandSecond, we need to think clearly about what the customer needs, what platforms he contacts with us, what kind of format he likes, what kind of experience needs to bring business value, what is the driving force, and what kind of touchpoints can bring value;Finally, make good use of your data and technology. To do a good job in experiential marketing, we must put the brand first and outline a systematic practice method, rather than overly pursuing platform features and algorithms.
Founder of Pony Song Strategic Consulting
Pony SongMarketing as we understand it is only a very small part of marketing. 
Today, going back to the textbook, the marketing concept in Kotler's Marketing Management (16th Edition) is completely different from what we know: marketing is to create value for customers. Few people ask themselves "what value do we create for our customers" when doing marketing, and more "how do we promote it". Marketing is not a specific thing, but a series of marketing activities. In essence, marketing is about creating value, disseminating value, and delivering value. If you do any one of them well, you will become a good company.
Head of Brand MarketingCai TaoEmotional value is a high-latitude value. 
When more and more people talk about user growth, performance marketing, and live streaming, is the brand still important?The answer is yes. The brand has three major values: recognition, premium and endorsement. In order to achieve brand premium, it is necessary to clarify the value that the brand brings to users, and these values are not only the rational value of functional value, but also emotional value, social value and social value, which contain a lot of emotional value. "Who am I", "Who am I for", "Why choose me", Aimer, as a leading brand of high-quality intimate clothing, has carried out a series of brand marketing and product marketing with emotional value around the brand positioning triangle model, and has also received good feedback. Emotional value is not a trade-off in marketing, but based on the corporate mission and values, through products, services and marketing systems to reflect, the core of which is user insight, and brands must strive to provide positive emotions to have long-term value.
Producer of iQIYI Encore StudioTannaWe want to show the best body.
In 2023, there will be a wind of outdoor fitness, and this year there will be more than 400 million outdoor sports in China, and the 2024 Asian Cup, European Cup, and America's Cup will start in the same year. iQIYI seized the opportunity and launched the physical competition reality show "Unstoppable" to bring fresh air to the variety show market. "Unstoppable" is the first all-amateur cultivation program in the physical fitness track, with players universalized, project life, and full-link IP, and the frequent emergence of sports comprehensive topics has caused heated discussions, once again demonstrating iQIYI's strength in form and content innovation. Senior expert of Kuaishou magnetic engine brand solutionsWang HaifengBecause embrace every kind of life and become a fast hand for the people. 
In the era of "national swiping", the short ** live broadcast platform represented by Kuaishou has become a new traffic gathering place, and the huge commercial value behind it has made Kuaishou quickly become a must for brand layout of new marketing and mining new growth.
Whether it is content or creators, they together form the characteristic ecology of Kuaishou, and what Kuaishou provides for brands is the impact on users' minds. After having content, how to further promote brand transformation, Kuaishou provides complete solutions for different brands based on its own rich resource matrix, relying on a strong product matrix, quickly completing the construction of a global product efficiency sales link, so as to reconstruct the growth path of brand certainty. In the future, based on the new increase in Kuaishou's characteristic population, it is believed that more brands will achieve growth in the new business operation model and brand synergy plan provided by Kuaishou.
Founder and CEO of WeiboyiXu YangGrab AI, and every business can be the next rookie. 
Many people believe that the core of AI-generated materials is to reduce costs, which is the inevitable result of AI development, and the biggest change brought by AI is the improvement of marketing quality. In the process of dissemination and delivery, AI can quickly attribute the key elements of the popular **, and can quickly apply the key elements to the follow-up materials in batches, so as to improve the ability to plant grass and bring goods. This work, which previously required the collaboration of 40 people, can be done by AI now and in the future.
The biggest obstacle to the development of AI is not technology, but practitioners' perception and actions of AI. It is hoped that enterprises can quickly grasp AI, make more effective marketing strategies, more flavorful marketing content, more scientific communication and communication, and harvest better input and output. Head of Marketing at Airbnb ChinaZhang ChaoWhen people think of "travel", what they miss is actually what they have lost in the past few years. 
In the past few years, what has been lost is the connection between people and people. Travel is all about connecting people, and Gen Z is the engine of the future. Based on this philosophy, Airbnb focuses on building mental connections with the new generation of consumers through five insights, including environmental factors such as policy relaxation and market changes, as well as popular hotspots such as dopamine, hitchhiking, and incense.
General Manager of Zhihu Commercial MarketingZhang YanConsumers are shifting from proactive to defensive. 
Consumers used to "buy because they have confidence in the future", but now they "buy only because they trust the present to be worth buying". Zhihu Lab transforms professional product power into an understandable product experience, Volvo safety experiment, steam oven temperature control and humidity control ......A series of experiments** seem to be "a lot of work", but in fact, they allow users to understand through visual experience and interesting data, and activate professional discussions around products on the Zhihu platform.
Co-founder of Qiangua DataWu LeiLet the cold data come alive, and the rational data is the emotional content.
On Xiaohongshu, female users are the weather vane. Qiangua is deeply engaged in female user research, including data analysis, strategic consulting, and precision marketing, once it is linked to data, everyone will think that user portraits are inseparable from gender, region, age and other indicators. For example, from "iron-blooded old lady" to "becoming an aunt", the data trend of hot words is easy to confuse people, but in addition to the cold data, Qiangua can draw deep and emotional content conclusions and concepts, and make the numbers move, so as to find new ways and methods.
Roundtable interaction
With evolution to change
What does successful experiential marketing do right?
Owner of "Wet Marketing".Digital Marketing Strategy SpecialistCondair
This year is the first year since the pandemic, and it's interesting for experiential marketing. On the one hand, after the epidemic, whether it is consumers or marketers, everyone has more frequent offline real contact. On the other hand, this year has produced more updated gameplay, bringing new trends to marketers, but also bringing new challenges. Since we are talking about experiential marketing, I believe that you will also have unique feelings in your respective fields and see trends that can be applied. In your field and track, what are the new trends or new parties that you can see?Zhang Chao, Head of Marketing at Airbnb ChinaThe more times like this, the more users will pay attention to the real experience of offline, and we observe three trends:
First, the product and the brand should be combined. Second, the needs of a single user group are no longer like in the past, and the needs of consumers are also very personalized, and how brands can meet the needs of different users is the direction of future development. Third, the all-round combination of online and offline. As the host just said, after the epidemic has passed, the boundary between virtual and real is blurred among consumers, and everyone "welds" their mobile phones in their hands.
Liu Bin, Vice President of Man TingTraditional brands need to make friends with users through experiential interactions.
For a traditional brand, experiential marketing is very important for us to perceive the needs of users from the perspective of users, and at the same time change our roles. It is not to stand on the commanding heights of PUA users, "what product I do, you must buy my products", but from the perspective of users, from an equal perspective, through experience and interaction, to make more friends, so as to gain insight into marketing trends and better grasp the market direction. Under the previous channels and communication methods, traditional brands rarely have such a deep experiential marketing and user relationship, which is the interesting thing about experiential marketing. Kuang Yanping, Managing Director of Merkle China B2BAt the heart of experiential marketing is the user's perspective.
From the experience of Merkle China's front-line practice, we find that customers are more and more concerned about user experience, or "user-centric", once the concept of user-centricity is established, when looking at all marketing contexts and marketing strategies from this perspective, all the ways of dealing with the brand will be different, which is the core part of experience marketing. Therefore, from the post-epidemic marketing trend, it can be seen that more and more companies are indeed planning their product research and development from the perspective of users, serving users from the perspective of better user experience, so as to achieve marketing success. Member of Baiguo Technology Digital ExpertCo-founder of Luming DigitalChen PengboWhen consumers are in, brands should be in.
The core of retail is detail - retail is detail", consumers are in, and the brand should be in. As the Internet traffic dividend shifts to the private domain, brands must also follow this trend and deploy in the fields of mini programs, apps, and communities. Unlike the model of most chain retail enterprise headquarters responsible for the first chain and stores responsible for operation and maintenance of their respective users, Baiguoyuan has an additional layer of digital empowerment: Baiguoyuan headquarters digitally empowers stores, stores serve users, and distributed operation through franchisees. Therefore, Baiguoyuan adopts the user service system of "store group logic", that is, creating groups based on the store dimension instead of the headquarters dimension.
Trip.com GroupDirector of Public Affairs
Liu Yue
Ctrip has explored the triple innovation of AI, content and ESG to help the endogenous growth of the travel industry.
As the travel industry enters the era of "rational prosperity", Ctrip has explored the triple innovation of AI, content and ESG to help the endogenous growth of the tourism industry. In July this year, Ctrip launched the industry's first vertical large-scale model to provide users with reliable content and reassuring recommendations. Compared with the common general large models on the market, Ctrip has screened 20 billion high-quality unstructured travel data to ensure that the data is authentic and reliable, so as to achieve a more accurate understanding of users' needs and intentions before, during and after travel, and provide full-cycle services.
In order to solve the problem of general AIGC, Ctrip will also manually verify the recommendations of common topics for hotels, scenic spots, and itineraries on the basis of intelligent algorithms, and thus form three major list systems: word-of-mouth list, hot spot list, and ** list, covering more than 3,200 destinations and more than 50 commonly used themes around the world, and continue to contribute more than 20% of traffic and nearly 10% of GMV to merchants. Love design &aipptcn
Co-founder & COOPu Shilin
The more specific the generation details, the lower the value of AIGC.
Everyone thinks that AIGC can do everything, and a few sentences can make good copywriting, so many companies with research subdivisions emerged in the first half of the year. iDesign has found that the most mature field is "Wensheng Wen", which is highly productized and can be used directly. In terms of the best aspects, enterprises mainly use the ability of intelligent extension and batch replacement. However, the more specific the details are, the lower the value brought by AIGC, which requires a lot of manual intervention. Therefore, we should consider how to better use AI, such as the divergent design of "golden sentence + surreal style", which can allow designers to play the role of AI well.
Digital Marketing SpecialistAuthor of "Computational Advertising".Liu PengIf you want to have a good advertising effect, you can only "harass" users more
In my opinion, the growth of the Internet has just begun, and there should be a win-win idea between experience and effect. On the one hand, "books cannot be read unless they are borrowed", and the free member users may not use them at all, but the rewarded advertising makes users pay a certain price, which can help increase the income of members. On the other hand, in the era of traffic involution, the experience effect spirals down. The advertising effect is poor, and the difference is inHarassment "has done its job for growth, but the follow-up operations have been very simple and crude." Only by combining the pain points of experience and demand to operate users can the scale of benefits be significantly improved.
Roundtable interaction
Let's talk about the new opportunities of the future
How is digital technology reshaping the consumer experience?
Capital University of EconomicsHead of the Department of Advertising, Wang Shui
How Digital Technology is Reshaping the Consumer Experience", the title really reflects the state of the market, the trends and the pain points we are encountering. I am more impressed, in the 90s there was a book "Digital Survival", the rapid development of the Internet in the first decade of the 21st century, and the popularization of smartphones in the second decade led to the rapid development of the mobile Internet, which profoundly reshaped everyone's way of life and consumption. Therefore, everyone may have their own opinions, and I would like to ask you to answer how you think about the importance of digital technology in the consumer experience
Member of Baiguo Technology Digital Expert
Chen Pengbo, co-founder of Luming Digital Technology
In the process of digitalization, the most important thing is to understand the needs of users and what convenient services can be provided to users.
For digitalization, Baiguoyuan has a deep experience. Baiguoyuan has gone through several stages, such as sourcing digital systems, building basic service processes, and developing its own digital team in 2016, and gradually entering the Tencent ecosystem in 2019. In this process, we found that the most important point is to understand what the needs of users are and what convenient services can be provided to users. Baiguoyuan initially launched its own APP, facing the problem of high user costs, so we launched a mini program, and in 2019, it kept up with the enterprise WeChat, integrated with the ecology of WeChat, and actively embraced the changes in consumption places.
Fan Jinyu, general manager of the public relations department of Jiuxian GroupConsumers have many stereotypes about alcohol, and digital technology has activated everyone's sense of experience with alcohol.
Whoever takes out a bottle of wine, everyone's first reaction is probably "real or fake". Alcohol is a special category, and the sale of alcohol was first through strong social connections with high trust, and now it solves the pain points of alcohol through vivid communication channels such as widely used traceability systems and live broadcasts. Digital technology has improved each consumer's experience of alcohol, so that alcohol, which does not account for a large proportion of the food industry, can radiate a different vitality under diversified channels.
Social Touch CMO Zhou JianyingSocial Touch is a company that combines the left and right brains, that is, creativity + rationality.
We think creatively and deeply use the insight engine of the product, which intuitively reflects the feedback and reputation of the consumer experience, which in turn is used to support the creative output, and also allows the client to review the strategy and value. Digital technology does empower more companies that do content ecology, a company needs to have its own business logic to do a good brand, and Social Touch needs to understand Party A's business logic to do content marketing first, so as to help them get through the whole link.