On July 21, 2023, Barbie, the intellectual property (IP) movie of the same name as the Barbie brand, triggered a worldwide pink storm upon its release and drove the Barbie brand's popularity along with its box office success, making Barbie, which is now 65 years old, once again gain a very high level of attention and gain a great deal of revenue. Based on this phenomenon, the purpose of the exploratory was to explore the reasons why the movie would have such a great impact on the brand early. This article mainly took the Barbie movie as a case study, combined the existing data to analyze the business of the Barbie brand, and concluded that the reasons for the success of the Barbie brand's popularity include the launch of the Barbie IP movie that conforms to the brand's tone, the implementation of the strategic policy of co-branding with a number of brands, and the recent explosion of the topic of "feminism." At the same time, this article put forward suggestions for these three reasons why the Barbie brand has been able to continue to be hot: the Barbie brand can continue to launch IP movie sequels; to strengthen the screening of brands that are consistent with the values of the Barbie brand for co-branding; and to expand the scope of brand association.

YouTube Shorts were released globally in July 2021. Before the launch of YouTube Shorts, the revenue of YouTube in the first quarter was $6.01 billion; however, after the launch of YouTube Shorts, the revenue of YouTube in the second quarter reached $7 billion, a year-on-year increase of nearly 84%. The goal of this paper was to identify strategies for YouTube to maintain its position in the short video market through policy formulation. This paper takes YouTube-operated YouTube shorts as a case to conduct a detailed analysis and apply the marketing mix theory of the 4Vs to analyze variation strategy, versatility strategy, and value strategy, respectively. The three suggestions for each strategy are to introduce more original contexts, improve its social functions, strengthen the introduction of intellectual content, and expand content boundaries. The main purpose of this topic is to investigate strategic policies that encourage the development of short video media.

The stable and promising growth trajectory of the light luxury market has prompted businesses to contemplate how to capitalize on opportunities and expand their consumer base during the brand adjustment phase. Hence, this article seeks to examine the influence of marketing strategies and innovative concepts on brands, using market data as a basis for analysis. Using Miu Miu's remarkable performance in the 2024 autumn/winter fashion show as a case study, examine the three factors contributing to the issue: brand image, product design, and marketing strategy. The essay proposes that effective brand image positioning, unique product design styles, and eye-catching media marketing can significantly enhance brand development. Consequently, drawing on these analysis findings, the essay presents the issues that require attention and offers recommendations for resolving them in brand transformation. These proposals serve as valuable references for the transformation of light luxury brands and provide significant guidance for their future development.

With the rapid development of science and technology and the increasing awareness of global environmental protection, new energy vehicles have become an important direction for the transformation of the global automobile industry. As one of the leaders in the global new energy vehicle market, BYD is actively responding to the challenges and opportunities of this market transformation with its profound accumulation in battery technology, electric vehicles and hybrid vehicles. However, the new energy vehicle market still faces many uncertainties and challenges, such as technological innovation, market competition, policies and regulations, and infrastructure development. In order to meet these challenges, BYD must develop and implement an effective strategic plan to ensure that it maintains its leading position in the highly competitive market and to promote the sustainable development and progress of the new energy vehicle industry. Through an in-depth study of BYD's strategic planning, this paper expects to provide useful references and insights for BYD and other new energy vehicle companies. Next, this paper will comprehensively analyze BYD's strategic planning and implementation paths in terms of its technological innovation, key financial indicators and cooperation and competition. Through the in-depth analysis of this study, it can better understand how BYD has carved out a path of sustainable development in the new energy vehicle market.

China is a global leader in aquaculture, and mariculture has become an important part of Chinese agriculture and one of the important growth points of the rural economy. However, environmental changes and industrial restructuring have brought new risks to the aquaculture supply chain. Recently, people have also paid more and more attention to the marine environment because a good marine environment is the foundation of the healthy development of mariculture. This study analyses the risks in the aquaculture supply chain from the perspective of the marine environment, using Changhai County, Liaoning Province, as an example. The study identified marine environmental issues such as over-sized aquaculture, irrational aquaculture structure, resource integration gaps, nuclear wastewater discharge and offshore oil pollution. Recommendations included restructuring aquaculture, professional training, establishing cooperative mechanisms, and improving seafood quality testing and marine environment monitoring. Addressing these challenges is essential to ensure the stable and healthy development of seafood markets and the sustainability of the aquaculture industry.

This research examines the pathways through which digital inclusive finance impacts rural renewal, utilizing panel data collected from various Chinese provinces and cities between 2015 and 2020. The study utilizes panel individual fixed effects and mediation effect models for analysis. Findings reveal that digital inclusive finance markedly advances rural revitalization by mitigating the credit constraints faced by the "three rural" sectors (rural areas, farmers, and agriculture), thereby creating a comprehensive framework for rural development. Furthermore, digital inclusive finance fosters agricultural modernization, enhances the construction of picturesque rural areas, and contributes to common prosperity. Although regional disparities exist, with the western and eastern regions experiencing a more substantial impact compared to the central region, no significant differences were observed between the northern and southern regions.

With the rapid development of the Internet and digital technology, content marketing strategy has become increasingly important in the field of digital marketing. However, there is insufficient research on how a brand’s digital content marketing affects consumers’ purchase intention, especially among emerging brands. In this study, the SHEIN brand was used as a reference. Through a comprehensive literature review and in-depth case analysis, this research systematically explores its core digital content marketing strategy and reveals the core elements of its success. The research results show that SHEIN’s user-generated content (UGC) strategy in digital content marketing, especially social media marketing, encourages consumers to independently shoot and write SHEIN product content, thereby increasing new consumers’ product recognition and thus influencing consumers’ purchases. This strategy not only deepens consumers' positive impression and awareness of the SHEIN brand but also significantly enhances their purchase intentions. Through this analysis, brands can effectively attract and retain customers by articulating their core values and developing precise digital content marketing strategies accordingly. This research provides valuable insights into how brands can build and implement effective content marketing strategies in the digital age, especially in terms of how to attract and retain younger consumers. At the same time, the companies should also realize that with the continuous advancement of technology, future digital content marketing strategies will continue to evolve, and brands need to maintain keen insights and constantly adapt to new market environments and consumer needs.

This study explores the impact of digital intelligence-driven developments on business strategies and operations, and through a combination of theoretical analyses and case studies, it provides insights into the risk landscape faced by enterprises in the context of digital and smart transformation, offering practical solutions and insights to help them meet the challenges. In addition, the study highlights the experience of leading manufacturing companies such as Haier in building digital supply chains, which provides valuable experience for SMEs seeking to improve their competitiveness and adaptability. This study also delves into key issues that hinder the implementation of digital supply chain projects, such as financial constraints, technological barriers, talent shortages and cybersecurity issues. Based on these findings, this study proposes that companies adopt a phased digital transformation strategy, focus on talent development and technology adoption, and collaborate with government and stakeholders to create an environment that fosters digital innovation and enhances resilience. Ultimately, successfully addressing supply chain risks in the age of digital intelligence requires proactive strategies, flexible adaptation and cross-sectoral collaboration to drive sustainable growth and competitiveness in the digital economy.

The paper investigates the influence of capital structure on listed companies' performance, with a focus on the property sector, spanning 2010 to 2021. It delves into Modigliani-Miller theorem, factors shaping capital structure decisions, and industry-specific characteristics across various sectors like real estate, technology, and healthcare, and compares capital structure trends in developed and developing countries. The findings reveal a nuanced relationship between capital structure and performance, varying by industry and market maturity. In capital-intensive sectors, like real estate, excessive leverage correlates with diminished performance, while moderate debt levels in technology and healthcare can support innovation but excess leverage may hinder it. Developed countries tend towards balanced capital structures, whereas developing nations lean more towards debt financing. Notably, Chinese firms demonstrate superior property investment efficiency and capital structure management compared to Vietnam. Contributions include a comprehensive framework for capital structure determinants, industry-specific insights aiding firms in optimizing capital structure, empirical evidence on capital structure management in different developing nations, and highlighting capital structure's multidimensional impact on firm performance, encompassing financial risk, R&D investment, and market competitiveness. This study offers valuable guidance for firms, particularly in emerging markets like China, in devising optimal capital structure strategies tailored to industry dynamics and market conditions.

Data-driven personalized marketing is crucial for enhancing user experience and increasing sales in e-commerce. This paper explores the practical applications of personalized marketing, focusing on algorithms, user behavior analysis, and associated risks. Also, the paper illustrates how data-driven personalized marketing is implemented and its impact on user engagement and sales. The collection and processing of large amounts of user data are essential for personalized marketing strategies. Various algorithms, including collaborative filtering and deep learning, are employed for personalized recommendation systems. Real-time data analysis techniques enable e-commerce companies to adjust marketing strategies rapidly. Combining information from several platforms, including social media, mobile apps, and websites helps in creating comprehensive user profiles for effective personalized marketing. Analyzing user behavior is essential to comprehending user requirements and preferences. However, there are risks and challenges associated with data-driven personalized marketing, including data privacy and compliance issues, over-personalization risks, and data quality concerns.