news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

What kind of marketing changes can new technologies bring, what new growth solutions can strategy updates provide, how can cross-border integration create warm services and products... On August 16, the "New Technology, New Strategy, New Integration" 2024 The Paper New Marketing Conference was held in Shanghai. The conference was hosted by The Paper, and representatives from the advertising, creative, media and other industries gathered together to exchange ideas on topics such as corporate marketing innovation, brand story building, and new media ecology. They systematically analyzed, summarized and shared cases, experiences and results of marketing iterations, in order to further stimulate market vitality and help improve brand marketing effectiveness.

"New Technology, New Strategy, New Integration" 2024 Pengpai New Marketing Conference

"2023 to 2025 is a period of change. The big problem we are facing now is that our old marketing methods and concepts cannot adapt to new brand needs or economic development needs, especially the changes brought about by technology." Lu Wenlong, executive director of the International Communication Working Committee of the China Advertising Association, delivered a speech on the theme of "Discussion on China's Brand Marketing Trends". He believes that there are four major trends in brand marketing in the future. The first is to strengthen the brand, from Chinese products to Chinese brands; the second is ESG. From a national perspective, carbon peak will be reached in 2030 and carbon neutrality will be achieved in 2060. ESG is a universal language in the world. For brands, they should do more work on ESG; the third is to go overseas. China's previous overseas expansion was actually the export of supply chains and products. In the future, the economy should empower the world; the fourth is to build China's own brand science or marketing science to provide theoretical support for China's marketing and Chinese brands.

Lu Wenlong, Executive Director of the International Communication Working Committee of the China Advertising Association

"At the opening ceremony of the Winter Olympics, we conveyed the beauty of China to the world through technology and art, combining performance art with marketing art." Xiong Chao, founder of The Nine, visual effects director of the opening ceremony of the Beijing Winter Olympics and visual artist of the Winter Paralympics, and winner of the first Chinese Golden Lion Award for Design at the Cannes International Creative Festival in France, delivered a speech on the theme of "The driving force of art under marketing creativity." And for the just-concluded Olympics, Xiong Chao also has his own artistic tribute. Alibaba Cloud and Xiong Chao released a short film "Paying Tribute to History, Creating History", which integrates art, history, technology and the Olympic spirit to create a visual feast on the cloud. Xiong Chao said that creativity should also go overseas to let the world see China's creativity.

Xiong Chao, founder of The Nine, visual effects director of the opening ceremony of the Beijing Winter Olympics and visual artist of the Winter Paralympics, and winner of the first Chinese Golden Lion Award for Design at the Cannes Lions International Festival of Creativity in France

Xu Xiang, executive vice president of The Paper, delivered a speech on the theme of "The Paper's 10-year development and commercialization prospects". He said that The Paper's 10 years are also a decade of drastic and profound changes in the entire media industry. The Paper has also made many innovative explorations and attempts in the past 10 years, from a news client that mainly produces original news to a news platform that is ecological, globalized, and has full-chain content production capabilities. At the same time, The Paper has also become the preferred platform for integrated marketing. It has not only achieved fruitful results in video production, ESG, industry IP creation, local government cooperation, MCN, etc., but also made a lot of explorations in content risk control, AI and other technologies.

Xu Xiang, Executive Vice President of The Paper

Zhang Ling, director of the interactive news department of The Paper, delivered a speech on the theme of "The Paper driven by 'content + operation'". She believes that the core competitiveness of The Paper is originality, which is an important reason why The Paper has gained a reputation in the industry and on the platform, and why readers look forward to The Paper's content when major news happens. Media empowerment is to create accurately, tell stories and attach importance to interaction. In terms of operation, The Paper strives to develop different communication platforms and produce content in a way that users accept. Professionals do professional things, operate good content well, and let users come to you.

Zhang Ling, Director of Interactive News Department, The Paper

"As an emerging form of news communication, data journalism has its own unique communication capabilities." Zhang Zehong, director of the data news department of The Paper, delivered a speech entitled "New Quality Productivity Driving New Marketing Engines". "In addition to its unique communication capabilities and cool creative and innovative forms of expression, data journalism is also a form of news reporting that can analyze pain points and focus on professionalism." In Zhang Zehong's view, it conforms to the new quality productivity that is dominated by innovation and has the characteristics of high technology, high efficiency and high quality. Therefore, data journalism can be said to be a new quality productivity in the field of news communication.

Zhang Zehong, Director of Data News Department of The Paper

Wen Ruoyu, director of the creative visual department of The Paper, delivered a speech on the theme of "Telling good brand stories in mainstream communication." He said that the members of the The Paper's source video team are composed of media professionals and content practitioners with rich editing and editing experience, as well as outstanding young people from the imaging, data, animation, and marketing industries. This unique team structure has laid a solid talent foundation for doing a good job in media native advertising. "Thinking from the perspective of the public relations department and doing things with the standards of the brand department", the team has always insisted on using the creation of native advertising and content-based creation to disseminate high-quality content and enhance the public value of the brand. "Our real work is in the form of media, such as interviews and visits. These things are our cornerstones. What we lack is not creative inspiration, but more of the means and execution of integration."

Wen Ruoyu, Director of Creative Visual Department of The Paper

Liu Ji, head of the public welfare department and editor-in-chief of The Paper, delivered a speech on the theme of "ESG 20 Years: Hand in Hand for Our Common Future". The disclosure requirements of ESG in terms of environment, society and governance are in line with the new development concept of innovation, coordination, green, openness and sharing, and are the objective need to vigorously develop new quality productivity and achieve high-quality development. ESG is reshaping the business philosophy and operating model of enterprises, including the dissemination of corporate image and the promotion and marketing of products. The Paper is also innovating the dissemination and marketing model based on professional content, and constantly exploring the model of empowering corporate ESG communication.

Liu Ji, head of the public welfare department and editor-in-chief of The Paper

The conference awarded a plaque to The Paper's 10th Anniversary Official Partner, and unveiled The Paper's cooperation cases such as "Breakthrough Exploration", "Inspirational Insights", "Wisdom Insights", "ESG Practitioners", and The Paper's outstanding co-creation partners.

The Paper’s 10th Anniversary Official Partner

The Paper Breaks Through and Explores Cooperation Cases

The Paper Inspiration and Innovation Cooperation Case

The Paper’s case study on cooperation

The Paper ESG Practitioner Cooperation Case

Outstanding Co-creation Partner of The Paper