On the other hand
Posted: Sun Jan 05, 2025 10:07 am
Major international brands seemed to have reacted in an instant. Estee Lauder, Lancome and L'Oreal Group all launched buy-one-get-one-free promotions with free samples. They can use the same " tricks " as the new consumers , and even do it better. International big brands have returned, and the list has once again become a barometer. In this year's 618 Tmall beauty category pre-sale list, L'Oréal Paris, Lancome, and Estee Lauder dominated the top three, and the once popular " Internet celebrity " new consumer brand Three Squirrels was no longer seen in the food industry brand sales list .
Photo source Tianxia Online Merchant Faced with this situation, Three Squirrels founder Zhang Liaoyuan once said helplessly, " We found a problem, but we don't know where it is. " Zhang Liaoyuan is not japan whatsapp number data the only one who feels helpless. The era of marketing being king and taking advantage of the internet celebrity economy to reap IQ tax is over. New consumer brands can use traffic as a tool, but they should not treat traffic as faith.
Channels and traffic are unpredictable. Brands that exploded due to traffic may also die because of traffic. Xiaohongshu, the base camp of new consumer brands, has begun to annoy users due to its over-commercialization. At the same time, since it cannot form a closed loop after promoting products, Xiaohongshu feeds others but its own commercialization is very confused. Starting from January this year , Xiaohongshu began to focus on adjusting the platform content strategy, increasing short video content, weakening the correlation between brand and notes, supporting Xiaohongshu stores and Xiaohongshu live broadcasts, and Xiaohongshu put its attention back on itself. As the market changes, capital will always look for the next stop faster.
Photo source Tianxia Online Merchant Faced with this situation, Three Squirrels founder Zhang Liaoyuan once said helplessly, " We found a problem, but we don't know where it is. " Zhang Liaoyuan is not japan whatsapp number data the only one who feels helpless. The era of marketing being king and taking advantage of the internet celebrity economy to reap IQ tax is over. New consumer brands can use traffic as a tool, but they should not treat traffic as faith.
Channels and traffic are unpredictable. Brands that exploded due to traffic may also die because of traffic. Xiaohongshu, the base camp of new consumer brands, has begun to annoy users due to its over-commercialization. At the same time, since it cannot form a closed loop after promoting products, Xiaohongshu feeds others but its own commercialization is very confused. Starting from January this year , Xiaohongshu began to focus on adjusting the platform content strategy, increasing short video content, weakening the correlation between brand and notes, supporting Xiaohongshu stores and Xiaohongshu live broadcasts, and Xiaohongshu put its attention back on itself. As the market changes, capital will always look for the next stop faster.