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? This event will be conducted in Chinese. 

Join us for this exclusive mini-forum, featuring a keynote lecture by Dr. Li Yang, Professor of Marketing at Cheung Kong Graduate School of Business (CKGSB). Drawing insights from phenomenon-level brands such as Pop Mart, the session will explore:

• What new signals did the 2025 Singles' Day reveal?
• What are young consumers really buying?
• How can brands build long-term connections through brand strength and emotional value?
• In a cycle of consumption slowdown, how can brands prove their value?

We will also invite senior brand marketing experts to engage in dialogue with the professor, discussing breakthrough strategies for brands during this period of "consumer caution"—from both strategic and practical marketing perspectives.

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。

Agenda 日程

• 13:30 – 14:00 | 签到 Registration
• 14:00 – 14:05 | 主持人开场 Opening Remarks by Host 
• 14:05 – 14:35 | 主旨演讲 -从性价比到情绪价值：消费冷静期的品牌进化论

       Keynote Speech – From Price-Performance to Emotional Value: The Evolution of Brands in a Rational Consumption Era

• 14:35 – 15:05 | 主题对话 -消费降温时代，品牌如何赢得选择？

      Panel Discussion – In a Cooling Consumption Climate, How Can Brands Win Consumer Choice?

• 15:05 – 15:15 | Q&A
• 15:15 – 15:25 | 长江商学院MBA项目宣讲 CKGSB MBA Programme Presentation
• 15:25 – 16:00 | 自由交流 Networking

The British Chamber of Commerce Shanghai reserves the right to adjust the above agenda at any time.