On June 30th, the 2026th (22nd) China Advertising Forum · Urban Cultural Tourism Brand Forum, hosted by the China Advertising Association, was successfully held in Luohu, Shenzhen. The forum closely follows the trends of brand building and digital economy development, bringing together representatives from government, enterprises, media, academia, businesses, and the advertising industry to conduct in-depth discussions on topics such as urban brand building, digital advertising innovation, and cultural tourism integration. Together, we explore the path of AI era advertising empowering high-quality urban development, and provide industry innovation and urban brand quality empowerment.

At the forum, Zhou Shuo, Managing Director of Jingrun Pearl Group, delivered a keynote speech titled "Youthfulness of Domestic Brands and New Growth in Eastern Aesthetic Consumption". He is based on the current situation of the domestic industry, combined with the more than 30 years of industrial development of Jingrun Pearl, to deeply analyze the development potential of the pearl track, the layout of the brand's entire industry chain, and the long-term development path of human touch marketing.

Firstly, he sorted out the data of the domestic jewelry industry and pointed out that the market share of pearls in China is much lower than that of Japan and South Korea. Although China has a complete pearl industry chain and a unique culture of medicine, food and beauty preservation, there is still huge room for market exploration.

Secondly, he introduced the foundation of Jingrun Pearl's development over the past 30 years. The company adheres to deep cultivation of the entire industry chain, holds the intangible cultural heritage of pearl beauty and beauty preservation, relies on the policy of Hainan Free Trade Port to gain international development advantages, and has laid out a "trinity" product line of jewelry, skincare, and overall health. It plans to launch a new high-end pearl luxury brand and is committed to achieving the industry goal of "brand as category".

Furthermore, he shared his experience in channel development trade-offs. In his early years, he voluntarily abandoned the overdrawn brand tourism shopping model and insisted on synchronously laying out offline physical specialty stores and pharmacy channels. He did not blindly pursue short-term traffic dividends in live streaming rooms online, but attached importance to shelf channels and long-term brand asset accumulation.

Finally, Zhou Shuo put forward the core marketing concept, advocating for human centered marketing and abandoning one-way preaching style advertising, in order to bring consumers closer through sincere dialogue; Emphasizing that traffic can only bring short-term growth, solid products are the core confidence for brands to cross the cycle. Compared to catering to traffic, accumulating brand strength is more crucial. At the end of his speech, he called on the industry to focus on local culture, deeply cultivate product industries, tap into the development potential of the pearl industry, and add lasting momentum to the domestic consumer market and urban cultural tourism brand construction.

The following is a conversation between Modern Advertising and Zhou Shuo, Managing Director of Jingrun Pearl Group:

Q: The core topics of this forum are digital advertising and the upgrading of cultural and tourism ecosystems. The pearl industry has dual attributes of characteristic physical industries and cultural and tourism consumer categories. What new opportunities do you think the combination of advertising and tourism integration will bring to characteristic industry brands?

A: As I mentioned in this sharing, pearls are an industry with a profound cultural heritage, and culture itself is high-quality communication content that needs to be continuously exported. In the past two years, we have implemented a large number of communication projects that combine culture and tourism. For example, the largest ocean pearl museum in Sanya, China, is a unique cultural and tourism carrier that can visually display the pearl industry and brand heritage. At the same time, we continue to create industry traceability content, shoot exquisite documentaries, and invite industry experts to visit pearl farming and our own production bases, allowing the public to personally experience the development stories and millennium cultural heritage behind our products. The dissemination of such soft cultural content can not only enrich the brand image, but also deepen the public's understanding of the pearl category, with outstanding results. In the future, we will continue to strengthen the integration and dissemination of culture and tourism. In my opinion, culture is the foundation and core of the development of the pearl industry.

Q: AI digital technology is reshaping the entire advertising and marketing chain. May I ask what AI related tools Jingrun Pearl has applied in various aspects of marketing, and what actual results have been achieved after implementation?

A: Firstly, in terms of search layout, we continue to increase investment in GEO search channels, but our values always adhere to outputting and displaying real content, and we will never fabricate false materials to mislead retrieval and crawling. Jingrun Pearl itself has rich and communicable content. By participating in various large-scale events and gaining positive exposure from authoritative media, it can sustainably optimize search display results and solidify its online content position. Secondly, in terms of marketing planning, we use AI to assist in our work, relying on AI to polish product selling points, plan theme activities, and optimize communication language for consumers, making expressions precise and attractive. Especially in strategic departments, AI has become an essential tool for participation. We also hope to simplify market research through AI and provide teams with diverse perspectives for thinking.

Q: Luohu is the core commercial consumption area of Shenzhen and also the headquarters of Jingrun Pearl. What development opportunities do you think Luohu's unique consumer ecology and location advantages bring to brand innovation?

A: I think the development opportunities brought by Luohu are very broad. As I shared on this forum, Shenzhen Luohu Shuibei is a top tier hub for the jewelry industry in China. Luohu is backed by the vast mainland market, adjacent to Hong Kong, and enjoys the geographical advantage of the Greater Bay Area. Whether it is import and export trade, offline brand display, or the gathering of core resources in the entire industry chain, it provides strong support for brand development. At the same time, with the support and empowerment of the Luohu District government, we have obtained rich brand exposure channels and commercial docking resources, and can also grasp the new trends of industry development in a timely manner. In the second half of this year, Shenzhen will host the APEC International Summit. Leveraging the location and industrial platform advantages of Luohu, Jingrun Pearl hopes to use this opportunity to represent China's pearl industry to various economic and trade entities in the Asia Pacific region, showcasing the cultural confidence of domestic pearls.