中国广告协会、弗若斯特沙利文联合主办2026新消费品牌转型增长交流会

2026 New Consumer Brand Transformation and Growth Exchange Meeting

On October 23, 2026, as an important part of the 33rd China International Advertising Festival, the "2026 New Consumer Brand Transformation and Growth Exchange Meeting" was held in Zhongguancun International Innovation Center, Haidian District, Beijing. This event was co-organized by the China Advertising Association and Frost & Sullivan (referred to as "Frost & Sullivan" here), with the support of the New Consumer Professional Committee of the China Advertising Association, the Internet Advertising Working Committee of the China Advertising Association, LeadLeo Research Institute, and IAB China.

With the theme "Leading the New Consumption Trend, Opening a New Era for Brand Expansion Overseas," this exchange meeting focused on changes in consumer demand, AI marketing innovation, global brand development, and GEO (Generative Engine Optimization) practices. Through keynote speeches, release of index research findings, thematic roundtables, issuance of certificates to participating units for group standards, and publication of research reports and an ecosystem map, participants discussed the path for new consumer brands to transform and grow.

Opening Speech: Focus on Growth and Brand Trust

Zhang Guohua, President of the China Advertising Association and Global Vice President of the International Advertising Association, emphasized that as artificial intelligence reshapes the underlying logic of information dissemination, the industry should embrace technological benefits while maintaining authenticity and compliance, protecting consumers' rights and industry credibility, and laying a solid foundation for sustainable brand development.

Zhang Guohua, President of the China Advertising Association and Global Vice President of the International Advertising Association, delivered a speech

Wang Chenhui, Managing Partner and President of Frost & Sullivan China, and Co-Founder and President of LeadLeo, pointed out in his speech that the globalization of Chinese brands involves not only product, technology, and business model expansion overseas but also the expansion of value concepts and trust systems. He proposed building a public, credible knowledge network for the industry to support Chinese brands in entering global markets.

Wang Chenhui, Managing Partner and President of Frost & Sullivan China, and Co-Founder and President of LeadLeo, delivered a speech

Keynote Speech: Exchange on AI Marketing Practices and New Consumption Trends

Keynote Speech 1: From Visibility to Effectiveness - New Pathways for GEO Growth of Consumer Brands in the AI Era

Zhao Mingming, Vice President of the 360 Commercial Business Group and General Manager of the Commercial Products Division, shared his insights on GEO practices for consumer brands under the title "From Visibility to Effectiveness - New Pathways for GEO Growth of Consumer Brands in the AI Era." He noted that AI is reshaping the entry points for consumer decisions. Brands must adapt to the rules of information sources on different platforms and consider whether AI recommendations can lead to business outcomes such as consultations, reservations, and purchases. To address issues like unclear brand information and competitive positioning, as well as difficult-to-measure marketing effects, 360 Zhijian provides recommendations, services, and conversion links for local businesses and e-commerce brands through brand monitoring, knowledge base construction, user intent insight, content distribution, and effect tracking.

Zhao Mingming, Vice President of the 360 Commercial Business Group and General Manager of the Commercial Products Division, gave a keynote speech titled "From Visibility to Effectiveness - New Pathways for GEO Growth of Consumer Brands in the AI Era"

Keynote Speech 2: Baidu's AI-Inspired Marketing

Zhou Sunhao, Head of Baidu's Brand Marketing AI Innovation, shared his experiences in AI-reformed search experience and brand marketing under the title "Baidu AI-Inspired Marketing." He stated that search is evolving toward personalization, content-based approaches, and task delivery. User needs are more complex, and brands need to actively understand and meet personalized demands in specific scenarios. To address these changes, Baidu uses user intent recognition, brand AI asset construction, and intelligent content generation to connect traditional search and AI search fields, improving the match between brand information and user needs. By combining personalized content presentation, AIGC brand stories, and offline marketing examples, he demonstrated how AI connects brand recognition, interactive experience, and consumer decision-making, expanding online and offline marketing scenarios.

Zhou Sunhao, Head of Baidu's Brand Marketing AI Innovation, gave a keynote speech titled "Baidu AI-Inspired Marketing"

Keynote Speech 3: Changes in Demand and Reconfiguration of Scenarios - The New Consumption Landscape in an Uncertain Era

Ni Xiaochang, Senior Researcher at美团研究院, shared his observations on changes in consumer demand and supply innovation under the title "Changes in Demand and Reconfiguration of Scenarios - The New Consumption Landscape in an Uncertain Era." He noted that consumers place greater emphasis on security, immediate satisfaction, and right to know about consumption. Value judgments have expanded from product functions to experience and meaning, with a focus on the overall "value-for-price ratio." Brands should center on consumers, optimize products and services based on specific scenarios such as customer groups, time, and location, and adapt to the new role of AI in consumer decision-making. By providing professional, clear, and evidence-based information to consumers' decision and evidence chains, and improving the certainty of the consumption experience through standardized service processes and delivery rules, brands can achieve long-term growth.

Ni Xiaochang, Senior Researcher at美团研究院, gave a keynote speech titled "Changes in Demand and Reconfiguration of Scenarios - The New Consumption Landscape in an Uncertain Era"

Index Research Release: Sharing Insights on Brand Innovation and Market Competition

Lou Lei, Partner at Frost & Sullivan China, released a series of research reports on the "China Leading Index" by Frost & Sullivan, sharing the landscape of leading Chinese enterprises and relevant research findings to help brands analyze markets and understand their competitive position.

Lou Lei, Partner at Frost & Sullivan China, released a series of research reports on the "China Leading Index" by Frost & Sullivan

Liu Guiren, Consulting Director at Frost & Sullivan China and Chief Analyst of the Consumer Industry at LeadLeo Research Institute, released a series of research topics on the "Global Product Innovation Index" by Frost & Sullivan, sharing the development trends of global product innovation to help brands identify innovation directions and explore growth opportunities.

Thematic Roundtable: Discussing Brand Innovation and Consumption Expansion in the New Era

The "Brand Innovation and Consumption Expansion in the New Era" roundtable was hosted by Liu Guiren, Consulting Director at Frost & Sullivan China and Chief Analyst of the Consumer Industry at LeadLeo Research Institute. Yang Ou, Vice President and CMO of Happy Little Sheep, Wen Yan, General Manager and Co-Founder of Zhengdian Yanzhi, Zhang Jieqiong, General Manager of North China Sales at Huatei Media Group Co., Ltd., participated in the discussion. Combining practices such as the globalization of catering brands, the full-industry chain construction of health supplement brands, and product scenario innovation, as well as high-speed rail communication scenarios, they discussed brand innovation, localized operations, and market expansion, exchanging global development experiences from both "going out" and "coming in" perspectives.

Scene of the "Brand Innovation and Consumption Expansion in the New Era" roundtable discussion

Issuance of Certificates for Participating Units in Group Standards: Promoting Standardized GEO Construction

During the event, certificates were issued to participating units for the three group standards of GEO. The "Service Requirements for Generative Engine Optimization," "Monitoring and Verification Requirements for Generative Engine Optimization Effects," and "Classification, Grading, and Selection Requirements for Content Source Subjects" were proposed and organized by the China Advertising Association and were officially released recently. They will be implemented starting from October 23, 2026, establishing standard requirements for service behaviors and basic delivery, effect monitoring and verification, and classification, grading, and selection of content source subjects. Zhao Ying, Deputy Secretary-General of the China Communications Standards Association, Xu Yingcheng, Head of the Advertising Standardization Institute of the China Standardization Institute, and Jia Jun, Deputy President of China Consumer News, issued certificates to the participating units for the corresponding standards, jointly promoting the implementation of standards and the development of industry norms.

Scene of the issuance of certificates for participating units in the three group standards of GEO

MagnaTEC (Beijing) Co., Ltd., Peking University, Xinhuanet Co., Ltd., Beijing Sohu New Media Information Technology Co., Ltd., Beijing Qiyi Technology Co., Ltd., Titanium Magna Time (Shanghai) Artificial Intelligence Technology Co., Ltd., Shanghai Mengchi Information Technology Co., Ltd., Liou Group Digital Technology Co., Ltd., Beijing Qinglan Zhihui Technology Co., Ltd., Beijing Shenyan Intelligent Technology Co., Ltd., Tibet Yuanli Information Technology Co., Ltd., Shanghai Yuanyi Information Technology Co., Ltd., Shanghai Zhi'an Hua Digital Technology Co., Ltd., Ruliang Chengyuan (Shanghai) Technology Co., Ltd., Zhongji Science & Technology (Shanghai) Digital Media Technology Co., Ltd., Tongyi Yunqi (Hangzhou) Information Technology Co., Ltd., Jing'an District Advertising Association of Shanghai, Chengdu Yujin Juliu Culture Media Co., Ltd., Yanlin Yunchuang Technology (Beijing) Co., Ltd., Shanghai Tenghui Software Technology Co., Ltd., Taihe Tai Law Firm

Ruliang Chengyuan (Shanghai) Technology Co., Ltd., Peking University, Xinhuanet Co., Ltd., Beijing Sohu New Media Information Technology Co., Ltd., Beijing Qiyi Technology Co., Ltd., Titanium Magna Time (Shanghai) Artificial Intelligence Technology Co., Ltd., Shanghai Mengchi Information Technology Co., Ltd., Liou Group Digital Technology Co., Ltd., Beijing Qinglan Zhihui Technology Co., Ltd., Beijing Shenyan Intelligent Technology Co., Ltd., Tongyi Yunqi (Hangzhou) Information Technology Co., Ltd., Jing'an District Advertising Association of Shanghai, Beijing Zhiqing Chi Technology Co., Ltd., Zhongji Science & Technology (Shanghai) Digital Media Technology Co., Ltd., Oxygen Technology (Beijing) Co., Ltd., Shanghai Tenghui Software Technology Co., Ltd., Taihe Tai Law Firm

Frost & Sullivan (Beijing) Consulting Co., Ltd., Xinhuanet Co., Ltd., Beijing Sohu New Media Information Technology Co., Ltd., Shanghai Mengchi Information Technology Co., Ltd., Ruliang Chengyuan (Shanghai) Technology Co., Ltd., Peking University, Beijing Language University, Tongyi Yunqi (Hangzhou) Information Technology Co., Ltd., Beijing Shenyan Intelligent Technology Co., Ltd., Beijing Zhongguo Guanyan Brand Culture Communication Co., Ltd., Meijing Shuzhi (Chengdu) Technology Co., Ltd., Shanghai Tenghui Software Technology Co., Ltd., Taihe Tai Law Firm

Interpretation of GEO Report: Focusing on Marketing Practices and Compliance Development

Yuan Xucong, Consulting Director at Frost & Sullivan China and Chief Analyst of the AI Industry at LeadLeo Research Institute, interpreted the "2026 China GEO Marketing Practices and Compliance Development Report." Based on the three group standards of GEO and led by Frost & Sullivan under the guidance of the China Advertising Association, the report systematically outlines industry practices and identifies development trends, providing reference for brands and relevant entities to understand GEO marketing practices and compliance development.

Release of Report and Ecosystem Map: Presenting GEO Research Findings

The "2026 China GEO Marketing Practices and Compliance Development Report" and the first version of the China GEO Marketing Ecosystem Map were simultaneously released. Cui Yan, Deputy Secretary-General of the China Advertising Association, Lou Lei, Managing Partner and President of Frost & Sullivan China, Wang Chenhui, Co-Founder and President of LeadLeo, Zhao Ying, Deputy Secretary-General of the China Communications Standards Association, Xu Yingcheng, Head of the Advertising Standardization Institute of the China Standardization Institute, Jia Jun, Deputy President of China Consumer News, and Lu Jiabin, External Liaison Director of the Internet Advertising Working Committee of the China Advertising Association, participated in the release ceremony. The China GEO Marketing Ecosystem Map was initiated by the China Advertising Association and supported by Frost & Sullivan as a think tank. It covers three categories: large-scale models and AI answer entry platforms, GEO service and technology providers, and content source subjects. It helps brands identify the capabilities and applicable scenarios of various parties in the ecosystem, reducing the cost of cooperation screening and trial and error. The map will continue to be open for submission, promoting a systematic review of the Chinese GEO industry ecosystem.

Release ceremony of the "2026 China GEO Marketing Practices and Compliance Development Report" and the first version of the China GEO Marketing Ecosystem Map

Issuance of Certificates for Included Typical Cases: Demonstrating GEO Practices

At the event, the ceremony for issuing certificates for the first batch of "Trusted GEO Typical Cases" was held. Cui Yan, Deputy Secretary-General of the China Advertising Association, and Wang Chenhui, Managing Partner and President of Frost & Sullivan China, and Co-Founder and President of LeadLeo, jointly awarded certificates to the selected units. During the report research process, the product and service cases submitted by Xinhuanet Co., Ltd., Beijing Sohu New Media Information Technology Co., Ltd., Beijing Qiyi Technology Co., Ltd., Shanghai Mengchi Information Technology Co., Ltd., Titanium Magna Time (Shanghai) Artificial Intelligence Technology Co., Ltd., Liou Group Digital Technology Co., Ltd., Shanghai Zhihuo Information Technology Co., Ltd., Shenzhen Deep Alignment Technology Co., Ltd. were verified and standardized, and included in the first batch of "Trusted GEO Typical Cases" database.

Ceremony for issuing certificates for the first batch of "Trusted GEO Typical Cases"

Issuance of Certificate for Trademark Proof: Presenting Relevant Achievements

After review, Shanghai Benqu Network Technology Co., Ltd. and Chengdu Yubao Technology Co., Ltd. obtained the right to use the "Silver Ruler" trademark for mobile devices, while Beijing iQiyi Technology Co., Ltd. obtained the right to use the "Gold Ruler" trademark for both mobile and digital TV platforms. At the ceremony for issuing the "Gold (Silver, Bronze) Ruler" trademark certificates by the China Advertising Association, Cui Yan, Deputy Secretary-General of the China Advertising Association, awarded the relevant trademark certificates to the above companies.

Ceremony for issuing the "Gold (Silver, Bronze) Ruler" trademark certificates by the China Advertising Association

Closing of the Exchange Meeting: Exploring Paths for Brand Transformation and Growth Together

The exchange meeting concluded with a photo session with guests. This event focused on changes in consumer demand, brand innovation and expansion, AI marketing applications, and GEO standardization, and presented relevant research and practice results. The China Advertising Association and Frost & Sullivan will leverage their respective strengths in industry collaboration, professional research, global resources, and standard construction to identify opportunities through research insights, link the market with global resources, and protect trust through standard construction, jointly promoting the high-quality and sustainable growth of new consumer brands.