Forum Posts

Robin Islam
Apr 07, 2022
In Science Forum
Consumption upgrades, traffic is scattered, opportunities are everywhere, two micros and one shakes of Xiaohongshu and other plants are used to drain live broadcasts and bring goods, it seems that every brand has a 30-second chance to become famous, and new players are bustling to enter the venue. . Under the two-way pull of consumption upgrading and supply-side reform, the Chinese market has rebounded in the past two years, thriving in the global market. From January to November 2021, the total retail sales of consumer goods in China will be 39,955.4 billion yuan, a year-on-year increase of 13.7%. This is also the cruelest winter . According to public data, in 2021, 1 million restaurants will collapse, 775 former unicorn startups will be closed, and the elimination rate of consumer goods startups will be as high as 74%, and the brand life cycle will be abrupt. shorten. Taking the consumption track as an example, the overall market is improving, but the internal volume of the structure is also greatly improved. Consumers’ changing faces and hearts have become the norm. According to a report from Boston Consulting Group, only 36% of users have continued to buy the same brand in the past two years, while 81% of users have wandered between different brands. The investment market has also changed. The market value of a top beauty brand of a new consumer player has shrunk by more than 90%. The inversion of the primary and secondary markets is unsustainable, and the cold reception of the secondary market has also been passed on to the primary market-after the first half of the year, the investment and financing of the consumer track will enter a freezing period in the second half of 2021. By October, The financing amount of the consumer track dropped sharply to 3.7 billion, only a quarter of the peak in July. Opportunities Phone Number List are everywhere, and so is involution. When oversupply becomes the norm, brand life cycles continue to shorten, and black swan variables such as the epidemic appear suddenly, how should brands temper their internal strength and anti-fragility? Continued healthy growth? 1. Growth in the second half: from GMV to LTV In the past two or three years, spending money to buy quantity, spend money to plant grass, and live streaming has become the norm. New brand = 5,000 Xiaohongshu + 2,000 Zhihu Q&A + Weiya Li Jiaqi bringing goods + short video platform to plant grass, it seems that A universal formula for new players. But buying and burning money to maintain superficial prosperity, can it continue? On the one hand, user dividends such as e-commerce and short video platforms have reached the top. From 2016 to the first half of 2021, the number of online shopping users has increased significantly from 470 million to 812 million, and the penetration rate has approached 80%. According to CNNIC data, as of June 2021, the number of short video users in China is 887 million, and the penetration rate is close to 90%. On the other hand, when the user dividend peaks, the traffic slump is gone, and the cost of pulling new products continues to rise, it is difficult for enterprises to achieve extensive growth by consuming the platform's traffic dividend.
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Robin Islam

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