Summary of the Key Points
This was a roundtable discussion on the topic of “new brands and new scenarios,” featuring guests from the fields of trendy entertainment IP, healthcare, and business philosophy. The conversation centered around issues such as “how to deeply engage users in brand growth,” “how to build user trust,” and “how brands can maintain their emotional connection in the AI era.” The core consensus was that the key to future brand competition is not the product itself, but rather the level of user engagement, trust, and emotional connection. The more advanced AI becomes, the more scarce genuine and heartfelt humanistic values become, making it essential for brands to coexist and grow together with their users.
1. Users Are Not “Buyers” – They Are Partners of Brands
The guests unanimously agreed that brand building cannot be done in isolation; users must transition from being mere consumers to co-creators.
- User collaboration with trendy entertainment IP: Shi Guangqiang from Qimeng Island mentioned that trendy entertainment IPs are about providing emotional companionship, and every aspect of their creation and promotion relies on user input. For example, many of the interactive elements on social media were ideas conceived by users themselves, which the brand then implemented.
- User feedback on medical products: Zhu Jiangtao from Zuodian provided an example: The industry once believed that “miniature hearing aids” represented the future (invisible and discreet), but after reviewing user reviews, they discovered that elderly people found them uncomfortable to wear and difficult to remove, and the sound quality was insufficient due to their small size. They decided to go against the conventional approach and created hearing aids that didn’t look like traditional ones, addressing these real issues.
- User participation in educational settings: Xu Xiaoliang from Boyan Business School pointed out that the classroom itself is a co-created environment between students and teachers—face-to-face interactions cannot be replaced by AI, and students’ needs directly influence course design.
In short: User opinions are more important than expert judgments; brands should incorporate users’ ideas into their products.
2. The Secret to Trust: Built Over Time + Warmth Through Emotion
Trust is the foundation of a brand’s success, but how do you establish it? The guests argued that trust is not something that can be calculated (e.g., by listing numerous product features); it comes from time and emotional connection.
- Building trust with trendy entertainment IP: Shi Guangqiang explained that trust in such IPs is built over long-term engagement. For instance, when designing an IP, it’s important to capture the emotions of the target audience. If young people are under a lot of stress, the IP should convey a sense of comfort and relevance.
- Building trust with medical products: Zhu Jiangtao mentioned the “drawer hearing aid” example: Many elderly people bought expensive hearing aids but didn’t use them because they were uncomfortable to wear and made them feel old. This shows that focusing solely on technical specifications is insufficient; emotional needs (such as avoiding embarrassment) must also be considered.
- Establishing trust with established brands: Xu Xiaoliang cited Nestlé’s acquisition of Xufuji, which has maintained annual growth of 5% due to its 150-year history of building user trust. He summarized: “Trust = Time × Emotion” – users only trust a brand over time if they feel connected to it emotionally.
3. No Matter How Advanced AI Is, It Can’t Replace Genuine Human Touch
In the age of AI and information overload, how can brands stand out? The guests agreed that while AI can improve efficiency, it cannot replace the sense of authenticity and human warmth.
- AI in IP design: Shi Guangqiang noted that AI can assist designers with preliminary work, but the essence of an IP lies in capturing genuine emotions. This requires designers to understand users’ real feelings, something AI cannot yet replicate.
- The power of storytelling: Xu Xiaoliang mentioned the low-budget movie “A Letter to My Grandma,” which was successful despite having amateur actors because it told a heartfelt story about family. He emphasized that quality is essential, but so is having a meaningful and emotional core. For example, a hearing aid should not only work well but also be comfortable and socially acceptable for users to wear.
- 傅仲宏’s conclusion: As AI advances, genuine, humanistic values become even more valuable. Brands should avoid creating fake content generated by AI and focus on authentic user interactions.
4. The Future of Brands: Growing Together with Users
The guests predicted that in three to five years, the relationship between brands and users will evolve into a symbiotic one where both parties co-create value. Brands will no longer be the sole actors; they will grow together with their users.
- Shi Guangqiang’s vision of brand-coexistence: The value of an IP is created through the collaboration between users and the brand, with user feedback continuously refining its offerings.
- Zhu Jiangtao’s perspective on trust: Brands that place users first will always gain their trust, regardless of the time it takes.
- Xu Xiaoliang’s shift from cost-effectiveness to emotional value: In the future, brands will focus on providing more than just cost-effective products; they will offer products that deliver emotional value. Users are willing to pay more for brands that resonate with them emotionally.
In summary, this discussion highlights that in an uncertain world, the core competitiveness of brands lies in people—user engagement, trust, and emotional connection. While AI can assist in various tasks, what truly connects with users is genuine warmth and long-term companionship. Future brands should aim to grow alongside their users, just like friends, rather than acting as distant “ sellers.”
Conclusion
The key takeaways from this conversation are clear: In the current environment, the essential elements of a strong brand are not technology or traffic, but human factors—user engagement, trust, and emotional connection. While AI can be a powerful tool, it is the genuine warmth and deep emotional connections that truly connect with consumers. Brands of the future will need to build relationships with users that are mutually beneficial and inseparable.