塑造营销、零售行业未来：2024年SHOP！大奖赛闪耀落幕！

1月8日，2024年SHOP！国际零售营销广告展示大奖赛颁奖典礼在广州成功举办。本次活动吸引了宝洁（中国）、玛氏、雀巢（中国）、亨氏、汤臣倍健、华润、京东、伊利、阳狮、盛世长城、壹合、三人行传媒、壹捌零创意集团、广东省广集团、微梦传媒、开普天下传媒、universal display等超过150家全球知名企业齐聚一堂，共同探讨营销与零售行业的未来发展趋势。

On January 8, 2024 SHOP! Awards Ceremony was successfully held in Guangzhou. This event attracted over 150 global leading enterprises including Procter & Gamble (China), Mars, Nestlé (China), Heinz, Tong Ren Tang, China Resources, JD.com, Yili, Publicis, Saatchi & Saatchi, One Plus One, Sanrenxing Media, 180 Creative Group, Guangdong Advertising Group, Weimeng Media, Kaiputianxia Media, and Universal Display to gather together and jointly explore the future development trends of the marketing and retail industries.

作为行业内备受瞩目的平台，SHOP！大奖赛经过多年发展，已成为展示新技术应用、分享跨界创新理念的标杆盛会，为广告与零售行业注入新动力的同时，也为全球行业人士提供了思想碰撞与合作的绝佳机会。

After years of development as a high-profile platform in the industry, SHOP! Awards，the Grand Prix has become a benchmark event to show the application of new technologies and share cross-border innovative ideas, injecting new impetus into the advertising and retail industry, but also providing a great opportunity for global industry personnel to clash ideas and cooperation.

历经66年发展，SHOP！大奖赛如今已成为营销与零售行业的标杆，其影响力覆盖全球14个分会、25个国家或地区，累计参赛作品超过10万个。这一赛事不仅见证了无数企业团队的成长与创新，更被誉为行业的“奥斯卡”奖项，代表了营销与零售领域的至高荣誉。

After 66 years of development, SHOP! Awards Contest has become a benchmark in the marketing and retail industry, with its influence covering 14 chapters, 25 countries or regions around the world, and a cumulative total of more than 100,000 entries. This event has not only witnessed the growth and innovation of countless corporate teams, but also is known as the "Oscar" award of the industry, representing the highest honor in the field of marketing and retail.

在2024年的赛事中，东莞市精彩展示有限公司、广州力斯装饰设计有限公司、中华文化协会、亚洲英富曼会展有限公司等单位鼎力赞助，为颁奖典礼的顺利举办提供了重要支持，彰显了行业内协作共进的精神与力量。

In the 2024 event, Dongguan Wonderful Exhibition Co., LTD., Guangzhou Lisi Decoration Design Co., LTD., China Academy of Cultures, Informa Markets Asia Limited and other units sponsored the award ceremony, which provided important support for the smooth holding of the award ceremony, highlighting the spirit and strength of cooperation in the industry.

总结新成绩

在2024年SHOP！大奖赛颁奖典礼上，重磅揭晓了各大奖项的获奖名单。本届赛事设置了包括数字化营销、视觉/场景营销、门店装修设计、展柜和货架、快闪店、店中店和专柜、品类管理以及海外市场等在内的16个参赛类别，最终评选出20个金奖、19个银奖、13个铜奖，同时颁发了1项数字化营销杰出成就奖和年度大奖。

At the 2024 SHOP! Awards Ceremony, the winners of the major awards were announced. The competition set up 16 categories including digital marketing, visual/scene marketing, store decoration design, showcase and shelves, pop-up stores, shop-in-store and counters, category management and overseas markets, and finally selected 20 gold awards, 19 silver awards, 13 bronze awards, and awarded one digital marketing Outstanding achievement award and the annual award.

其中，京东五星电器集团有限公司凭借“2024京东电器红色像素系列主题装置设计”斩获“年度大奖”，备受瞩目。行业贡献奖则授予了来自美国的Francisco De Jesus先生，以表彰他为SHOP协会和零售行业所作出的卓越贡献。此外，活动现场还特别公布了2024年度SHOP！国际零售营销广告展示大奖，进一步展现了全球零售营销领域的创新与实力。

Among them, JINGDONG WUXING APPLIANCE GROUP CO.,LTD. won the "Annual Award" with the "2024 Jingdong Electric Red Pixel series theme device design", which attracted much attention. The Industry Contribution Award was presented to Mr. Francisco De Jesus from the United States in recognition of his outstanding contributions to the SHOP Association and the retail industry. In addition, the event site also announced the 2024 SHOP! The International Retail Marketing Advertising Presentation Award further demonstrates innovation and strength in the field of global retail marketing.

自本届SHOP！大奖赛启动以来，便吸引了业界的高度关注和踊跃参与，涵盖了从传统零售巨头到新兴电商品牌的广泛阵容，充分展现了行业的多元化和创新活力。所有参赛项目均通过企业自荐或业内人士提名参选，经由大奖赛组委会严格的资格审核及终审评委会的专业评定，最终依据其在过去一年中的传播创新表现及行业影响力进行评选。

Since the launch of the contest, it has attracted a high degree of attention and active participation in the industry, covering a broad lineup from traditional retail giants to emerging e-commerce brands, fully demonstrating the diversity and innovative vitality of the industry. All the participating projects were nominated by enterprises or industry insiders, and were selected according to their communication innovation performance and industry influence in the past year after strict qualification review by the organizing committee and professional evaluation by the final jury.

重塑新思路

值得关注的是，今年的参赛作品更加注重品牌的价值理念与社会责任。在传播内容中融入更多与社会责任相关的信息，不仅突出了品牌对社会问题的关注，还旨在通过实际行动塑造更积极的品牌形象。这种趋势反映了企业在创新营销的同时，也在致力于实现经济效益与社会效益的平衡，为行业注入更多正能量。

It is worth noting that this year's entries pay more attention to the brand's values and social responsibility. The inclusion of more information related to social responsibility in the communication content not only highlights the brand's attention to social issues, but also aims to create a more positive brand image through practical actions. This trend reflects that while enterprises are innovating in marketing, they are also committed to achieving a balance between economic and social benefits, and injecting more positive energy into the industry.

在商业领域，尤其是数字化转型中的营销与零售行业，企业正面临双重挑战：一方面要通过创新手段提升传播效果和满足消费者日益增长的绿色消费需求，另一方面则需响应全球对气候变化问题的关注，推动节能减排和可持续发展。

In the field of business, especially in the marketing and retail industries in the digital transformation, companies are facing a double challenge: on the one hand, they need to improve the communication effect and meet the growing green consumption demand of consumers through innovative means, and on the other hand, they need to respond to the global concern about climate change and promote energy conservation, emission reduction and sustainable development.

SHOP！国际零售协会首席战略官王玉先生在主题演讲《通过ESG的内容来做品牌营销》中指出，企业需要将ESG（环境、社会与公司治理）理念深度融入品牌战略核心。通过透明化的运营方式和负责任的商业行为，企业不仅可以赢得消费者的信任和忠诚，更能够推动行业整体向可持续发展和社会责任的方向迈进，从而实现商业价值与社会价值的协同增长。这一趋势正引领营销与零售行业迈向更加绿色、可持续的未来。

Len Wong, Chief Strategy Officer of the International Retail Council，SHOP! ，pointed out in his keynote speech "Brand Marketing through ESG Content" that companies need to deeply integrate ESG (environmental, social and corporate governance) concepts into the core of brand strategy. Through transparent operation mode and responsible business behavior, enterprises can not only win the trust and loyalty of consumers, but also promote the industry as a whole to the direction of sustainable development and social responsibility, so as to realize the synergistic growth of business value and social value. This trend is leading the marketing and retail industry towards a greener and more sustainable future.

“破局”新征程

2024年，营销与零售行业在技术革新与消费者行为变化的驱动下，迎来了挑战与机遇并存的局面。全球数字化浪潮不仅要求企业从单一产品与服务竞争转向整合技术、数据和内容体验的全方位升级，还促使企业重新思考如何应对快速变化的市场环境。

In 2024, the marketing and retail industry will face both challenges and opportunities, driven by technological innovation and changes in consumer behavior. The global wave of digitalization not only requires companies to move from competing with a single product and service to a comprehensive upgrade that integrates technology, data and content experiences, but also forces companies to rethink how they respond to a rapidly changing market environment.

香港市务学会前主席及设计思维国际学院认证教练严启明博士强调，以用户为中心的设计思维是零售创新的核心驱动力。通过深刻洞察消费者需求，零售企业能够优化购物体验，提升客户满意度，从而在激烈的竞争中脱颖而出。设计思维不仅推动产品与服务创新，也为零售行业的未来发展注入了强大动力，使企业能够在不断变化的市场中保持竞争力并引领潮流。

Dr KM YIM, former Chairman of the Hong Kong Institute of Marketing and certified coach of the International Academy of Design Thinking, stressed that user-centric design thinking is a core driver of retail innovation. By gaining insight into consumer needs, retailers can optimize the shopping experience and improve customer satisfaction, thereby differentiating themselves from the fierce competition. Design thinking not only drives product and service innovation, but also fuels the future of the retail industry, enabling companies to remain competitive and lead the way in an ever-changing market.

诗碧曼科技有限公司海外总经理陈芝妍女士表示，成功的全球化不仅需要适应当地市场需求，更需在全球范围内树立强大的品牌形象和持续的产品创新能力。通过跨文化交流与合作，养发品牌可以在全球范围内传播健康、美丽的理念，为消费者带来更多元化的选择。

Vivilia Chan, overseas general manager of Shibiman Technology Co., LTD., said that successful globalization not only needs to adapt to the local market demand, but also needs to establish a strong brand image and continuous product innovation ability on a global scale. Through cross-cultural communication and cooperation, hair care brands can spread the concept of health and beauty globally, and bring more diversified choices to consumers.

来自英国的 Harriet Sheffer女士带来了关于2025年亚太零售布局的前瞻性展望。她强调，创新店铺设计是推动销售和客流增加的关键因素之一。通过结合最新科技和消费者行为分析，零售商可以创造更具吸引力和功能性的购物环境，满足消费者日益多样化的需求。同时，这也为零售业的可持续发展提供了新的思路和方向。

Harriet Sheffer, from the United Kingdom, brought a forward-looking outlook on the Asia-Pacific retail layout in 2025. She stressed that innovative store design is one of the key factors driving increased sales and customer traffic. By combining the latest technology and consumer behavior analytics, retailers can create a more engaging and functional shopping environment that meets the increasingly diverse needs of consumers. At the same time, it also provides new ideas and directions for the sustainable development of retail industry.

近年来，AI成为零售企业不可或缺的能力，智能化也已渗透至零售行业的全链路。阳狮集团（广州）全域营销资深创意总监郑健雄先生认为，AI在零售行业的应用变革，不仅能优化零售行业的资源配置，从商品研发、市场营销、组织流程优化等方面全面提升，更能通过精准营销、智能推荐、高效服务等手段，全方位升级购物体验，满足消费者日益多元化、个性化的需求。

In recent years, AI has become an indispensable capability for retail enterprises, and intelligence has also penetrated into the full link of the retail industry. Bibby Zheng, senior creative director of Publicis Group (Guangzhou) global marketing, believes that the application of AI in the retail industry can not only optimize the allocation of resources in the retail industry, comprehensively improve the product research and development, marketing, organizational process optimization and other aspects, but also upgrade the shopping experience through precision marketing, intelligent recommendation, efficient service and other means. Meet the increasingly diversified and personalized needs of consumers.

SHOP产品设计大赛公布

随着消费者对环保和可持续性的关注度不断提高，营销、零售行业需要不断思考和探索未来环境和色彩美学，为多样化个性化需求的消费者提升更高质量、健康舒适和可持续的产品和服务。

With the increasing attention of consumers to environmental protection and sustainability, the marketing and retail industries need to constantly think and explore the future environment and color aesthetics, and promote higher quality, healthy and sustainable products and services for consumers with diverse and personalized needs.

在本届SHOP！大奖赛上SHOP！协会主席Berman Law罗以勒先生宣布2025年度SHOP产品设计大赛正式对外发布。

At this ceremony，Berman Law, the President of SHOP! eaco， announced the launch of the 2025 SHOP Product Design Contest.

主办方表示，SHOP！大奖赛始终致力于推动营销与零售行业的创新与发展，为设计师群体提供更多展示才华的机会，同时积极发掘设计领域的优秀人才和创新作品。主办方期待更多设计师参与赛事，共同探索行业设计的前沿趋势，成为SHOP！大奖赛的未来之星，为行业注入更多创意与活力。

Organizers said SHOP! Awards Contest has always been committed to promoting the innovation and development of the marketing and retail industry, providing designers with more opportunities to display their talents, and actively exploring outstanding talents and innovative works in the design field. The organizers expect more designers to participate in the event, explore the cutting-edge trend of industry design together, and become the future star of SHOP!AWARDS CONTEST, inject more creativity and vitality into the industry.

自2024年6月开通报名通道以来，经过近5个月的时间，本届大赛累计征集各类优秀案例数百个，经过初审、终审多轮评审，最终获奖名单如下。

Since the registration channel was opened in June 2024, after nearly 5 months, the competition has collected hundreds of outstanding cases of various types. After multiple rounds of preliminary and final review, the final winners are listed as follows.