Focus on the core values of local life clients and share new opportunities for local economic development. On 15 january, the mass media held a strategic upgrade of the “big one kilometre” shop in shanghai, where innovative products were officially released. Building on the global marketing capacity built by ai-enabled and large data systems, the segmenting will provide precision to local life clients, help lower-line stores to break growth bottlenecks and win regional markets。
For many years, mass media have continued to detonate the core positions of deep-tilled brands, fully unleashing the “high-touched, high-profile, high-frequency, high-live” media advantage by creating high-impact, low-interruption, high-impact contacts in the core living space that 400 million people in the mainstream urban areas have to undergo every day. The release of discrete ideas is an important segmentation in the digital wave and a comprehensive step forward towards a “precision, attribution, interactive, optimized” smart brand-growth platform that will inject new dynamics into local life marketing。
`four can' drive: detonating a new revolution in local marketing
The market as a whole is still under pressure, with up-to-date traffic at its peak and the cost of acquiring customers continues to rise sharply. At the same time, the local market for life services is setting out opportunities for sexual growth. According to the iri consulting survey of competition patterns and consumption in local living services markets in china 2025-2026, the size of the o2o market in china reached 3. 8 trillion yuan in 2025, an increase of 17. 6 per cent over the previous year. In this context, the bottom logic of local livelihood marketing is being reshaped, with efficiency synergies becoming central to local life customer breakdown。
Director of the mass media
The director of the mass media, yang namchun, stated that the media niche is “high-tang, high-profile, high-frequency, high-output” as a global digital outdoor leader, that the new cycle is further upgraded to an ai-based, smart-data-driven marketing network, and that mass media advertisements already have the industry's leading “precision, attribution, interactivity and optimization” of continuous iterative capacity to provide high-quality enablers for more advertising clients through the “scaling” of the 1,000 floors, independent attribution of the effects of advertising and the analysis of the attribution of power, interaction with the nfc, and building the dsp on the basis of testing, and optimal delivery of intelligence。
Distinction of minds, driven by “four cans” of competence, is tailored to market demand and will bring revolutionary solutions to local marketing. Jiang nam chun believes that one kilometre is the gold radius of the business and is at the heart of the profits. For most services, 70 per cent of the business comes from 1 to 3 km below the line. “the writing building, the apartment building, is the first view of the destination, and the distribution of buildings 1-3 kilometres around them is the basis for consolidating the daily consumption of the mainstream population.”
Data enabling: building a new ecological architecture for smart marketing
The trend towards the integration of global shelfing online and offline has emerged, and how to construct the right marketing cost structure advantages is the key proposition of the new era. In the construction of the brand global marketing synergetic matrix, the data became the link point for synergy. The challenge for the industry is how to achieve, through faster and more efficient data algorithms, a single-intelligence optimization from point selection, smart monitoring, to impact assessment, with the last kilometre of the battle for the underline merchants。
Vice president of ariyun smart group, lin ming-ho
As an in-depth strategic partner in the mass media, the al-shares's talent is based on five years of intensive collaboration between the two sides, upgrading their products, and building a strong data technology and ai capability base for dissension based on the deep integration of aliyun's ai technology with the resources of the mass media. The vice-president of the aliyun smart group, narumi lin, stated that he was a leading outdoor programmable advertising platform, based on an intellectual commitment to the great data technology of tori and in combination with the skills of the league of amigos+ data technology. For small-sized and short-term clients, a full-link intelligent service that screens potentials, points preferences, and monitors intelligence to impact assessment can be provided, creating a new generation of ai-based intellectual marketing platforms。
Under the dual power of data and ai capabilities, split-minded investment also provides a full-scale upgrade strategy from a new shop to a new shop, a new door shop, a chain to a holiday customer, that accurately matches the marketing needs of the store at different stages of development. At the same time, the platform is based on a flash-purchase model-based online and off-line digital instant retail solution, which provides clients with a full range of new customer promotions, older clients and re-purchasers-aware serialized operating systems, and helps the door shop to improve sales performance efficiently through grid-based precision marketing and operation。
Strategy upgrade: new paradigm for local marketing
In the local life industry, the traditional distribution of clients is failing, and the exposure of high-quality brands is a consensus core demand for local life clients. The roll-out of individual inputs is precisely a quantitative and innovative solution to this demand that will help local life clients achieve efficient synergies between brand exposure and impact transformation。
There are three core advantages: first, precision delivery in focus areas: point-to-shop coverage to support precision locking in core consumption radiuss of 500, 1,000 and 3,000 metres around the door; second, support the use of different materials on a daily basis, better suited to local business characteristics, such as “tuesday special-priced cabbage chickens, wednesday special-priced hot potato silk”; and, third, re-use data after delivery, allowing for the first exposure of sub-brands to “precision, interactivity, optimization and attribution”。
Li ning, vice-president of the mass media innovation business group, said that the divide of ideas was not a substitute for traditional investment, but rather a shift in enabling partners from the sale of resources to the provision of solutions, which would help businesses build sustainable intellectual influence in regional markets and truly combine their performances. “whose local lives are fought within a kilometre, repeatedly seen, and given priority. In 2026, the mass media will work with partners to reach the `last kilometre' to contribute to the sustainable growth of local business.”
Depth resolution: reconstruct the new value of local marketing
The bottom logic of local marketing is being reshaped, and the crowd radius is being solidified and the decision scene is being migrated. Discrepancies based on their core competencies are reshaping local marketing values。
Choi li hui, managing vice-president of the divisional investment management centre, presented the integration of global operations on and off the client line, focusing on three main core products: first, “scatter local push” focusing on a precise flow of 1 to 3 km around the perimeter, supporting daily delivery, intelligent orientation and intelligent rehearsing; secondly, “scatter circles” helping electricians to break loops, achieve mental occupation and enhance global transformation; and thirdly, “scattered hotgates” becoming a wire-transferr for explosive videos and hotspot events, helping brands to heat up and improve their mental capacities。
Discrepancies also have the capacity to provide partners with ai-intellectual production material to achieve efficient creative empowerment through casebooks and ai creative support。
There are many advantages to be gained at the policy level, including a “high incentive plus low threshold” incentive mechanism, a first-time filling discount or a first-rate preferential help, optimization of the delivery process and year frame, multi-dimensional resource build-up, and an efficient partnership break-up. In terms of concrete landings, choi li hui suggested that partners operate in a systematic manner, building professional barriers and driving sustained growth. “the anchoring of clients, service advancements, professional deep tillage and rhythm operations will be four core points to grasp。
The emergence of innovations that divide people's minds marks a further deepening of the strategic configuration of the local life marketing sector. In the future, the mass media will continue to win the future of localized markets for gold by empowering “four cans” to help local life clients lock in the recovery dividends of service consumption。
