尊敬的各位同仁：
寒冬凛冽，但春意已暗涌。 2025年的寒冬仍未消散，但真正的春天永远属于躬身入局者。作为与广告传媒行业同呼吸、共命运的战友，我深知此刻诸位心中的焦虑与期待。 市场收缩、客户流失、成本攀升、内卷加剧……但危机中永远藏有破局的密码。
过去10年，我们见证了行业的黄金时代，也正亲历着这场史无前例的变革与震荡。“广告的本质从未改变——打动人心；但打动人心的方式，必须颠覆重生。”
今日，我愿以真诚为笔、实战为墨，用最朴实的语言，与大家分享行业的真相、未来的方向，以及我们该如何行动，并分享破局之道。
一、危机与风险：行业正在经历“洗牌式”进化
1. 内卷加剧，价格战透支行业生命
低价竞争已成为行业的“慢性毒药”，同行厮杀、利润缩水，最终拖垮创新与服务的根基。2024年，超过50%的户外广告传媒企业面临淘汰，而根源在于“以价换量”的短视策略。
2. 客户需求嬗变，传统模式失效
新生代消费者决策链路碎片化，触媒习惯向短视频、社交平台迁移，传统广告的“单向输出”已无法触达用户心智。
3. “伪专业”被淘汰
过去靠运气和胆量赚钱的时代已终结。如今客户更谨慎，他们需要的不再是“资源搬运工”，而是能为其创造价值的专业伙伴。那些吹牛浮夸、投机取巧的企业正在加速出局。
4. 内卷≠竞争，差异化才是生路
同质化的“卷”是死，差异化的“卷”是生。若我们仍停留在低价抢单、粗放管理的泥潭中，只会陷入利润越薄、员工越累的恶性循环。户外广告真正的竞争力在于：为客户创造情绪价值、场景价值、区域价值等7大新行销力®价值。
5. 信任危机与道德挑战
行业的寒冬不仅是经济周期，更是道德与信任的寒冬。信任危机与数据鸿沟 ，广告主对投放效果的真实性存疑，媒体数据不透明、效果难量化，成为行业信任的致命伤。
客户不再为“套路”买单，唯有真诚与专业能重建信任。记住：“知名度=推广，认可度=购买，依赖度=复购”——每一步都需要用结果说话。
凛冬之下，唯有清醒者方能破局！
二、未来与希望：趋势已至，唯变者生
1. 户外广告的黄金10年
尽管市场艰难，但2025年广告主将加大户外场景投入！户外广告的“不可屏蔽性”与“场景沉浸感”使其成为品牌心智争夺的核心战场。未来的赢家，必是那些能融合情绪、创意、互动的企业。
2. 技术赋能，但人性永恒
人工智能将优化投放效率，但永远无法替代人的洞察力。例如，通过数据分析预判客户需求，用创意工具提升提案质量，但最终的成交仍依赖于对客户痛点的深度共情。
3. 经济低迷期的反常识逻辑
越是寒冬，越要加大广告投入！广告是投资，不是消费。它不仅能抢占存量市场，更是品牌护城河的核心。那些在经济低谷期坚持发声的企业，将在复苏时率先收割红利。
4. 数字化与智能化：从“媒介”到“交互”
5G、AI与IoT技术重构户外广告场景。例如，电子屏通过摄像头识别行人特征，动态调整广告内容，实现“千人千面”的精准对话。数字化不仅是工具，更是生存的“氧气”。
5.全案战略：从“卖点位”到“卖价值”
客户需要的不再是单一广告位，而是覆盖创意、策划、监测、效果评估的一站式解决方案。全案行销力®（Total Marketing Power）将成为核心竞争力。
6. 本地化与情感共鸣
方言广告、社区化场景投放，让品牌与消费者建立情感联结。例如腾讯视频的方言广告，以“接地气”打破传播壁垒。
未来的赢家，必是技术赋能者、价值创新者、情感洞察者！
三、破局之道：从“资源行销力”到“价值行销力”
我们曾以“根·耕·专·营”4字为锚：
根：向下扎根，夯实媒体资源与数据能力；
耕：深耕客户需求，从“流量思维”转向“留量思维”；
专：专注核心赛道，拒绝盲目扩张；
营：经营品牌信任，以透明数据与真实效果赢得客户。
而今，我们更需践行“沉·静·稳”：沉下心打磨媒体和品销合一、静下心洞察趋势、稳住团队与现金流。
1. 过去：我们做错了什么？
依赖资源垄断，忽视客户需求；
重广告销售轻服务，沦为“媒体资源搬运工”；
管理粗放，靠勤奋+运气，团队战斗力低下。
2. 现在：我们必须做什么？
躬身入局，贴近客户：拒绝“坐商”，走向一线，用行销力®思维挖掘客户隐性需求。
工具升级，效率革命：引入智能管理系统，优化媒体空档期利用率，降低运营成本。
团队重塑，专业制胜：培养“懂媒体、懂客户、懂数据”的三栖人才，用学习力对抗不确定性。
3. 未来：我们要成为什么？
媒体智库型公司：从广告投放商升级为客户的战略顾问，提供全域全案解决方案；
全域竞合力®服务商：整合户外、数字、社媒资源，打造“品效合一”的传播生态；
价值观驱动型企业：以诚信为基石，以客户增长为己任，成为行业信任链的核心节点。
四、实战工具箱：让增长看得见
1. 效率革命：向成本要利润，向管理要增长
优化成本结构，剔除非必要开支；
建立数字化管理系统，实现媒体点位标准化运营与数据透明化。
2. 客户分层与价值深挖
高端客户：定制化服务，以创意与数据驱动品牌溢价；
下沉市场：本地化运营，打造“小而美”的社区化媒体网络。
3. 团队赋能：点燃而非管控
员工追随领导者的3大理由：沟通、信任、潜力激发；
以目标激励（SMART原则）和愿景驱动，让团队为“共同事业”而战。
4. 创新工具：从“菜市场”到“自助餐”
推行“全媒全案”模式，用有限资源满足无限需求；
构建“流量+品牌+IP”矩阵，打通抖音、小红书等全域渠道。
5. 客户筛选模型
选择“门当户对”的客户：信誉好、产品有潜力、老板有魄力。与其被大客户“欺压”，不如深耕细分市场，做垂直领域的王者。
6. 行销力®价值清单
为每份提案注入7大价值：情绪价值（引发共鸣）、场景价值（精准触达）、互动价值（用户参与）……让客户无法拒绝。
7. “三快”管理法则
快迭代：每周复盘策略，每月优化工具；
快响应：24小时内回复客户需求，72小时内提交方案；
快交付：用标准化流程确保服务质量，拒绝拖延。
五、写在最后：相信时间的力量
同仁们，行业的未来属于长期主义者。
短期，我们可能被质疑、被嘲笑，但请记住：“没有勇气的企业，不配拥有运气”。
长期，唯有相信，方能抵达，唯有坚持“专业+诚信+创新”，才能穿越周期。
2025年，让我们以“战略聚焦、组织敏捷、模式创新、服务极致”为矛，以“数据透明、团队信仰、客户共生”为盾，共同书写广告传媒业的涅??篇章。
寒冬终将过去，而我们，必是那批在春天最早醒来的人！唯有行动，能解万难！
同仁们，行业的至暗时刻，亦是重生之机。我曾见证无数企业在寒冬中倒下，但也亲历更多勇者以“韧性”破茧成蝶。请记住：卷的只是价格，绝不是品牌！
最后，送大家一句话：“同质化的卷是死，差异化的卷是生。卷出新高度，卷出竞争力，卷到客户离不开你！”
愿我们以敬畏之心破局重生，用行销力®赢战未来！“广告人从不缺少创意，缺的只是将创意转化为生存武器的勇气。2025，让我们做破局者，而非局中人。”
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
彭小东
2025年2月17日
附：行动指南
即刻行动：参加3月“广战神第5届中国成都班《打造中国户外广告超级销冠战神军团特训营（6.0升级精华版））》”（诚邀点击链接报名）；
团队必读：转发此信，召开“破局共识会”，制定100日攻坚计划；
资源赋能：参加广战神3月线下课程就有机会免费领取《户外广告销售实战技巧手册（最新话术）》（抓紧时间报名）。
附：英文：Peng Xiaodong's Second Open Letter to the Chairman of Global Advertising and Media Companies - Breakers' Declaration: Ignite Hope, Awaken and Reborn in the Cold Winter, Define the Future in Change! Dear colleagues
The cold winter is chilly, but the spring has already surged. The winter of 2025 has not yet dissipated, but the true spring always belongs to those who bow down and enter the situation. As a comrade who shares the same breath and destiny with the advertising and media industry, I deeply understand the anxiety and expectations in your hearts at this moment. Market contraction, customer churn, rising costs, and intensified internal competition... but there is always a secret to breaking through in crisis.
In the past 10 years, we have witnessed the golden age of the industry and are also experiencing this unprecedented change and shock. The essence of advertising has never changed - to touch people's hearts; but the way to touch people's hearts must be overturned and reborn
Today, I am willing to use sincerity as my pen and practical experience as my ink, using the simplest language to share with you the truth of the industry, the future direction, and how we should act, as well as the way to break through the situation.
1、 Crisis and Risk: The industry is undergoing a "reshuffle style" evolution
1. The intensification of internal competition and price war overdraw the life of the industry
Low price competition has become a chronic poison in the industry, with competition among peers and shrinking profits, ultimately dragging down the foundation of innovation and service. By 2024, over 50% of outdoor advertising and media companies will face elimination, rooted in the short-sighted strategy of "exchanging price for quantity".
2. Changes in customer needs and the failure of traditional models
The decision-making process of the new generation of consumers is fragmented, and the catalyst habit is shifting towards short videos and social platforms. The "one-way output" of traditional advertising can no longer reach the user's mind.
3. 'Pseudo majors' are eliminated
The era of earning money through luck and courage in the past has come to an end. Nowadays, customers are more cautious, they no longer need "resource movers", but professional partners who can create value for them. Those companies that boast and take shortcuts are accelerating their exit.
4. Internal competition ≠ competition, differentiation is the way out
Homogenized 'rolls' are death, differentiated' rolls' are life. If we continue to stay in the quagmire of low-priced order grabbing and extensive management, we will only fall into a vicious cycle of thinner profits and more exhausted employees. The true competitiveness of outdoor advertising lies in creating seven new sales forces for customers, including emotional value, scene value, and regional value ® Value.
5. Trust Crisis and Moral Challenge
The winter of the industry is not only the economic cycle, but also the winter of morality and trust. The crisis of trust and data gap, advertisers' doubts about the authenticity of advertising effectiveness, media data opacity, and difficulty in quantifying effectiveness have become fatal wounds to industry trust.
Customers no longer pay for "tricks", only sincerity and professionalism can rebuild trust. Remember: "Fame=Promotion, Recognition=Purchase, Dependence=Repurchase" - every step needs to speak with results.
Under the harsh winter, only those who are sober can break through!
2、 Future and Hope: The Trend Has Arrived, Only Change Brings Life
The Golden Decade of Outdoor Advertising
Despite the difficult market, advertisers will increase their investment in outdoor scenes by 2025! The "non blocking" and "immersive scene" of outdoor advertising make it the core battlefield for brand mentality competition. The future winners must be those enterprises that can integrate emotions, creativity, and interaction.
2. Technology empowers, but human nature is eternal
Artificial intelligence will optimize delivery efficiency, but it can never replace human insight. For example, predicting customer needs through data analysis and improving proposal quality with creative tools, but the final transaction still relies on deep empathy for customer pain points.
3. Counter common sense logic during economic downturns
The colder the winter, the more we need to increase advertising investment! Advertising is an investment, not a consumption. It can not only seize the existing market, but also be the core of the brand moat. Those companies that persist in speaking out during economic downturns will be the first to reap dividends during the recovery.
4. Digitization and Intelligence: From "Media" to "Interaction"
5G, AI, and IoT technologies are reshaping outdoor advertising scenarios. For example, electronic screens recognize pedestrian characteristics through cameras, dynamically adjust advertising content, and achieve precise dialogue with "thousands of people and faces". Digitization is not only a tool, but also the 'oxygen' for survival.
5. Comprehensive Strategy: From "Selling Point" to "Selling Value"
What customers need is no longer a single advertising space, but a one-stop solution covering creativity, planning, monitoring, and effectiveness evaluation. Whole case marketing capability ® Total Marketing Power will become the core competitiveness.
6. Localization and emotional resonance
Dialect advertising and community-based scene placement establish emotional connections between brands and consumers. For example, Tencent Video's dialect advertisements break down communication barriers with a down-to-earth approach.
The future winners must be technology enablers, value innovators, and emotional observers!
3、 The way to break through: from "resource marketing power" to "value marketing power"
We once anchored ourselves with the four words "roots, cultivation, specialization, and camp":
Root: Rooted downwards, consolidating media resources and data capabilities;
Cultivation: Deeply cultivating customer needs, shifting from "traffic thinking" to "retention thinking";
Specialization: Focus on the core track and refuse blind expansion;
Camp: Manage brand trust and win customers with transparent data and authentic results.
Nowadays, we need to practice the principle of "calm, stillness, and stability": calm down and polish the integration of media and product sales, calm down and observe trends, and stabilize the team and cash flow.
1. In the past: What did we do wrong?
Relying on resource monopolies and ignoring customer needs;
Focusing on advertising sales over services, becoming a 'media resource transporter';
Extensive management relies on diligence and luck, resulting in low team combat effectiveness.
2. Now: What must we do?
Bow down and get close to customers: refuse to "sit in the business", go to the front line, and use marketing power ® Explore implicit customer needs through thinking.
Tool upgrade, efficiency revolution: Introducing intelligent management system, optimizing media gap utilization, and reducing operating costs.
Team reshaping, professional victory: cultivate talents who understand media, customers, and data, and use learning ability to combat uncertainty.
3. Future: What do we want to become?
Media think tank company: Upgraded from an advertising advertiser to a strategic consultant for clients, providing comprehensive and all encompassing solutions;
Global competitiveness ® Service provider: Integrate outdoor, digital, and social media resources to create a communication ecosystem that combines quality and efficiency;
Value driven enterprise: With integrity as the cornerstone and customer growth as its responsibility, it has become the core node of the industry trust chain.
4、 Practical Toolbox: Making Growth Visible
1. Efficiency Revolution: Seeking Profit from Costs and Growth from Management
Optimize the cost structure and eliminate non essential expenses;
Establish a digital management system to achieve standardized operation and data transparency of media locations.
2. Customer segmentation and deep value exploration
High end customers: customized services, driven by creativity and data-driven brand premium;
Downward market: Localized operation, creating a "small and beautiful" community media network.
3. Team Empowerment: Igniting rather than Controlling
The three main reasons for employees to follow their leaders are communication, trust, and potential stimulation;
Driven by the SMART principle and vision, let the team fight for a common cause.
4. Innovative tools: from "markets" to "buffets"
Promote the "all media, all cases" model to meet unlimited needs with limited resources;
Build a "traffic+brand+IP" matrix to open up global channels such as Tiktok and Little Red Book.
5. Customer screening model
Choose customers who are from the same family background: good reputation, potential products, and bold bosses. Instead of being bullied by big clients, it's better to deeply cultivate niche markets and become the king of vertical fields.
6. Marketing power ® Value List
Inject 7 major values into each proposal: emotional value (resonating), situational value (precise outreach), interactive value (user engagement)... making it impossible for customers to refuse.
7. "Three Fast" Management Rules
Fast iteration: Weekly review strategy, monthly optimization tools;
Quick response: respond to customer needs within 24 hours and submit proposals within 72 hours;
Fast delivery: Ensure service quality through standardized processes and reject delays.
5、 At the end: Believe in the power of time
Colleagues, the future of the industry belongs to the long termists.
In the short term, we may be questioned and ridiculed, but please remember: 'Companies without courage do not deserve to have luck.'.
In the long run, only by believing can we achieve success, and only by adhering to the principles of "professionalism+integrity+innovation" can we overcome the cycle.
In 2025, let us use "strategic focus, organizational agility, model innovation, and ultimate service" as the spear, and "data transparency, team belief, and customer symbiosis" as the shield, to jointly write the nirvana chapter of the advertising and media industry.
The cold winter will eventually pass, and we must be the ones who wake up earliest in spring! Only action can solve all difficulties!
Colleagues, the darkest moment in the industry is also an opportunity for rebirth. I have witnessed countless companies fall in the cold winter, but I have also witnessed more brave individuals break through the cocoon and become butterflies with resilience. Please remember: the price of the roll is only the price, not the brand!
Finally, I would like to say a sentence to everyone: "Homogenized rolls are dead, differentiated rolls are alive. Roll out new heights, roll out competitiveness, and roll out to customers without you
May we break through with reverence and use our marketing power ® Winning the future! Advertisers never lack creativity, what they lack is the courage to turn it into a weapon of survival. In 2025, let's be disruptors, not just insiders
Magical Coach of Global Advertising Sales | The First Person in China's Advertising Media Training
Chairman/President of Marketing and Communication Agency
Peng Xiaodong
February 17, 2025
Attachment: Action Guide
Immediate action: take part in the "Special Training Camp for China's Outdoor Advertising Super Marketing God Corps (6.0 Upgrade essence)" of the 5th Guangzhou Zhanshen Class in Chengdu, China in March (please click the link to register);
Team must read: forward this letter, hold a "breakthrough consensus meeting", and develop a 100 day battle plan;
Resource Empowerment: By participating in the offline course of Guangshen Shen in March, you will have the opportunity to receive the "Outdoor Advertising Sales Practical Skills Manual (Latest Phrases)" for free (register as soon as possible).
媒无界：
超100万+广告传媒人共同关注；深度，真知，睿见；Media Unbounded媒无界：传无疆，媒无界，达天下；行业最权威最专业最早媒界智库，新价值，新广告销售，经营管理，培训咨询，品牌，资源，投融资等一体。
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彭小东：《不懂行销力，如何当领导》畅销书作者，全球华人总裁卓越行销力导师暨中国广告媒介行销培训第一人；品牌竞合力创始人暨切割领导力艺术创始人兼总教练；华人危机管理国际首席教练，中华广告媒介行销力研究院院长；中国传媒营销学院院长（筹建）； 中国广告媒介行销培训创始人；香港行销力国际控股集团，行销力传播董事长；VIP专线:13076066155 
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