Channels and traffic are unpredictable.

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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.



Just like the saying: No one is forever young, but there are always young people. No hot spot will always be popular, but there will always be hot spots. After 2023 , many investors have made it clear that they korea whatsapp number data will no longer look at consumer projects, but will increase their investment in hard technology. Metaverse, Web3 , big models, whether they are real or fake, the dream must continue. After hard technology became an investment hotspot, some US dollar funds that originally invested in TMT and consumption began to flock to hard technology. However, the high barriers to hard technology investment can no longer bring the " fast pace " of consumer investment .



Investors are chasing new trends, making new consumer financing even more depressed in the second half of 2022 than in the first half. In December , the worst month , only 39 investment and financing events were completed in the new consumer sector, far lower than the 50 in November , and even more than halved compared to the 89 in the same period of 2021. The cumulative investment and financing amount in December was only 1.4 billion yuan, a sharp drop of 48.15% and 79.23% month-on-month and year-on-year respectively . The three major driving forces that once supported the rise of new consumer brands: capital, platforms, and consumers have now withdrawn one after another. The hustle and bustle of the world is all about profit. 3. Breaking the deadlock in 2023 , the disappearance of new consumer brands in 618 is a signal of the times, but it will definitely not be the end.