致全球广告传媒董事长的一封公开信——以敬畏之心，破局未来!—

尊敬的全球广告传媒行业同仁：

展信安！

此刻提笔，心中千言万语，却倍感责任之重。2025年的今天，全球经济凛冬未散，广告传媒行业亦在巨浪中颠簸前行。

作为深耕行业30余载的“行销力®”体系构建者与见证者，我深知诸位董事长肩上扛着企业存亡、员工生计、行业未来的重担。今日之信，非为说教，更非装点门面，而是以一颗赤子之心，剖析行业之痛、预见未来之势、共谋破局之道。

第一章危机四伏：广告传媒业的生死拷问

1.1 内卷之困：同质化竞争下的生存焦虑

当下行业最深的危机，莫过于“内卷”与“低效”的双重绞杀。

同质化“死循环”：媒体资源重复、服务模式趋同、价格战白热化，导致企业利润薄如刀片。正如某企业主坦言：“选媒体如同选白菜，唯一标准只剩价格”。

成本攀升与人才流失：人力成本10年翻倍，但员工流失率高达30%，中高层“忠诚却消极”，基层“迷茫且焦虑”。

数字化冲击下的被动应对：电商、直播、私域流量等新渠道崛起，传统广告公司或盲目跟风，或固守旧法，最终沦为“时代的搬运工”。

1.2 信任危机：效果与价值的失衡

广告主预算收紧，但需求更趋理性：“投广告不是为曝光，而是为增长”。然而，行业仍存在3大致命伤：

效果可测性差：70%的户外广告效果依赖内容创意，但多数企业仍停留在“媒体铺量”的粗放阶段。

数据化能力缺失：从受众分析到效果追踪，缺乏系统工具支撑，导致资源空置率高达40%。

短期主义盛行：为抢客户不惜承诺“奇迹效果”，最终透支行业信誉，陷入“劣币驱逐良币”的恶性循环。

1.3 结构性风险：管理断层与战略失焦

许多企业的危机，本质是“小作坊思维”与“巨头时代”的碰撞：

管理滞后：粗放式江湖管理仍占主流，系统化、数字化工具应用不足，效率低下。

战略模糊：跟风追逐“热点模式”，却无长期深耕的定力。如某公司三年内五次转型，最终团队涣散、客户流失。

价值观缺位：将“利润”凌驾于“客户价值”之上，忽视品牌美誉度与行业生态建设。

第二章破局之道：从“活着”到“引领”的八大战略

2.1 根·耕·专·营：回归本质的生存哲学

根：向下扎根，构建不可替代的核心竞争能力

聚焦细分领域，如社区道闸广告的“区域精准触达”、交通媒体的“场景化情绪共鸣”，以差异化资源建立护城河。

耕：深耕客户需求，从“媒体销售”到“价值共创”

如某企业通过“品牌+流量+IP”全案服务，帮助客户实现线上线下一体化增长，单客户贡献利润提升300%。

专：以专业主义重塑行业尊严

培养“懂媒体更懂生意”的顾问型团队，用数据化工具（如“行销力®”大数据系统）量化广告效果，重建客户信任。

营：经营人心，而非短期利益

建立“利他共赢”生态链，让媒体方、广告主、消费者共同受益。如某公司与社区物业深度合作，将广告收益反哺社区建设，实现多方长效共赢。

2.2 国际化突围：从“本土冠军”到“全球玩家”

借势中国品牌出海：伴随华为、字节跳动等企业全球化，广告传媒公司需构建跨文化传播能力，提供“本地化创意+全球化资源”的一站式服务。

技术驱动的无界无国界协作：利用AI翻译、虚拟制作等技术，降低跨国合作成本；通过媒无界®平台整合全球媒体资源，实现“一键全球投放”。

价值观输出：将中国独有的“场景行销力”“情感价值理论”推向国际，成为全球广告标准的制定者而非追随者。

2.3 前沿性布局：拥抱技术革命的三大跃迁

AI重构创意生产：

通过生成式AI快速产出千套创意方案，再以人性化洞察筛选优化，实现“效率与温度”的平衡。

元宇宙与虚实融合：

开发虚拟户外广告位、NFT品牌资产等新场景，如某奢侈品牌在元宇宙商圈投放3D全息广告，年轻用户互动率提升5倍。

数据资产化：

构建“行销力®大数据中心”，将受众行为数据转化为可交易资产，为客户提供从投放到复购的全链路洞察。

第三章致未来的我们：以敬畏之心，铸就行业脊梁

同仁们！行业的未来，不在风口之上，而在初心之中。

坚守长期主义：拒绝投机，以“十年磨一剑”的定力培育核心竞争力。如某企业专注“社区情感行销力®”，5年内成为细分领域绝对王者。

重塑行业信仰：牢记“广告是经济的晴雨表，更是文化的灯塔”。用作品传递正向价值观，而非仅追求点击率。

培育新生力量：设立“行销力®青年基金”，资助创新项目；通过“广战神®”训练营培养兼具狼性、人性、匠性的新一代领军者。

结语：躬身入局，方可破局

诸位同仁，寒冬虽至，但春芽已在冰雪下萌发。真正的强者，从不抱怨时代，而是在危机中锻造韧性，在变革中捕捉先机。愿我们以“沉·静·稳”之心，向下扎根；以“狼性·野性·匪性”之魄，向上生长。

未来已来，唯变不变；躬身入局，破局者生！

彭小东

全球广告销售神奇教练·中国广告传媒培训第一人

行销力®传播机构董事长/总裁

2025年2月13日

附：行动倡议

1. 立即启动“行业自律公约”，拒绝恶性竞争。

2. 每年将10%利润投入“行销力®创新实验室”，探索前沿模式。

3. 设立“董事长国际化研修班”，共拓全球市场。

An open letter to the Chairman of Global Advertising Media - With reverence, break through the future!

Dear colleagues in the global advertising and media industry

Zhan Xin'an!

At this moment, as I pick up my pen, I feel a thousand words in my heart, but I also feel the weight of responsibility. On this day in 2025, the global economic winter has not yet dissipated, and the advertising and media industry is also bouncing forward in the waves.

As a "marketing force" deeply rooted in the industry for more than 30 years ®” As a builder and witness of the system, I deeply understand that all the chairmen bear the heavy burden of the survival of the enterprise, the livelihood of employees, and the future of the industry. Today's letter is not for preaching, nor is it just for show. Instead, with a childlike heart, it analyzes the pain of the industry, anticipates the future trend, and seeks ways to break through the situation.

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Chapter 1: Perilous Crisis: The Life and Death Interrogation of the Advertising and Media Industry

1.1 The dilemma of internal competition: survival anxiety under homogeneous competition

The deepest crisis in the current industry is undoubtedly the dual strangulation of "involution" and "inefficiency".

Homogenization "dead cycle": media resources are duplicated, service models are converging, and price wars are intensifying, resulting in thin profits for enterprises like blades. As a business owner admitted, "Choosing media is like choosing cabbage, the only criterion is price.

Rising costs and talent loss: Labor costs have doubled in 10 years, but employee turnover rates are as high as 30%. Middle and senior management are loyal but passive, while grassroots are confused and anxious.

Passive response to digital impact: With the rise of new channels such as e-commerce, live streaming, and private domain traffic, traditional advertising companies either blindly follow the trend or cling to old laws, ultimately becoming "porters of the times".

1.2 Trust Crisis: Imbalance between Effectiveness and Value

Advertisers' budgets are tightening, but demand is becoming more rational: 'Advertising is not for exposure, but for growth'. However, there are still three fatal injuries in the industry:

Poor measurability of effectiveness: 70% of outdoor advertising effectiveness relies on content creativity, but most companies are still in the extensive stage of "media coverage".

Lack of data capability: From audience analysis to effect tracking, there is a lack of systematic tool support, resulting in a resource vacancy rate of up to 40%.

Shorttermism prevails: in order to grab customers, they are willing to promise "miracle effects", ultimately overdrawing the industry's reputation and falling into a vicious cycle of "bad money driving out good money".

1.3 Structural Risk: Management Fault and Strategic Loss of Focus

The crisis of many enterprises is essentially the collision of "small workshop thinking" and the "era of giants":

Management lag: Extensive management still dominates, with insufficient application of systematic and digital tools, resulting in low efficiency.

Strategic ambiguity: Following the trend to pursue "hot patterns" without the determination to cultivate in the long term. If a company undergoes five transformations within three years, the team eventually becomes disorganized and customers are lost.

Lack of values: putting "profit" above "customer value" and neglecting brand reputation and industry ecological construction.

Chapter 2: The Way to Break Through: Eight Major Strategies from "Living" to "Leading"

2.1 Roots, Cultivation, Specialization, and Camp: A Philosophy of Survival Returning to Essence

Root: Rooting down and building irreplaceable core competitiveness

Focus on segmented areas, such as "precise regional reach" for community barrier advertising and "scene based emotional resonance" for transportation media, to establish a moat with differentiated resources.

Cultivation: Deeply cultivating customer needs, from "media sales" to "value co creation"

If a certain enterprise provides a comprehensive service of "brand+traffic+IP" to help customers achieve integrated online and offline growth, the profit contribution of a single customer will increase by 300%.

Specialization: Reshaping Industry Dignity with Professionalism

Cultivate a consultant team that understands both media and business, using data-driven tools such as "marketing power" ®” Quantify advertising effectiveness through big data systems and rebuild customer trust.

Camp: Managing people's hearts, not short-term interests

Establish an "altruistic win-win" ecological chain to benefit media, advertisers, and consumers together. If a company deeply cooperates with community property management, the advertising revenue will be fed back to community construction, achieving long-term win-win results for all parties.

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2.2 International Breakthrough: From "Local Champion" to "Global Player"

Taking advantage of Chinese brands to go abroad: With the globalization of Huawei, ByteDance and other enterprises, advertising media companies need to build cross-cultural communication capabilities and provide one-stop services of "localized creativity+global resources".

Technology driven borderless collaboration: utilizing technologies such as AI translation and virtual production to reduce cross-border cooperation costs; Through Media Without Borders ® The platform integrates global media resources to achieve "one click global advertising".

Value output: Promote China's unique "scene marketing power" and "emotional value theory" to the international stage, becoming the setter of global advertising standards rather than followers.

2.3 Frontier Layout: Embracing the Three Major Transitions of Technological Revolution

AI Refactoring Creative Production:

Quickly generate thousands of creative solutions through generative AI, and then optimize them through humanized insights to achieve a balance between efficiency and temperature.

Metaverse and Virtual Reality Fusion:

Develop new scenarios such as virtual outdoor advertising spaces and NFT brand assets, such as a luxury brand placing 3D holographic advertisements in the metaverse business district, which increases the interaction rate of young users by 5 times.

Data assetization:

Building 'Marketing Power' ® Big data center "transforms audience behavior data into tradable assets, providing customers with full chain insights from advertising to repurchase.

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Chapter 3: To Us in the Future: With Respect, Build the Backbone of the Industry

Colleagues! The future of the industry lies not in the wind, but in the original intention.

Adhere to long termism: Reject speculation and cultivate core competitiveness with the determination of "sharpening a sword in ten years". A certain enterprise focuses on "community emotional marketing power" ®”， Become an absolute king in the segmented field within 5 years.

Reshaping industry beliefs: Remember that 'advertising is not only a barometer of the economy, but also a beacon of culture'. Using works to convey positive values, rather than just pursuing click through rates.

Cultivating new forces: establishing a 'marketing force' ® Youth Fund "supports innovative projects; Through the 'God of War' ®” The training camp cultivates a new generation of leaders who possess wolf like, human like, and artisan qualities.

Conclusion: Only by immersing oneself in the game can one break through

Dear colleagues, although the cold winter has arrived, spring sprouts have already sprouted under the ice and snow. A true strong person never complains about the times, but forges resilience in crises and seizes opportunities in changes. May we take root with a heart of "calm, stillness, and stability"; Grow upwards with the spirit of 'wolf nature, wildness, and banditry'.

The future has come, only change remains unchanged; Bow down and enter the game, the one who breaks the game will be born!

Peng Xiaodong

The magical coach of global advertising sales and the first person in China's advertising media training

Marketing power ® Chairman/President of Communication Agency

February 13, 2025

Attachment: Action Initiative

1. Immediately activate the "Industry Self discipline Convention" and reject vicious competition.

2. Allocate 10% of profits annually to 'marketing efforts' ® Innovation Laboratory "explores cutting-edge models.

3. Establish an "Chairman's International Training Class" to jointly expand the global market.

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