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Articles by 胡喆
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Commercial Nuclear War: Three Ways to Press the Nuclear Button
This article discusses the concept of 'nuclear weapons' in commercial warfare, using case studies of Genki Forest, Ele.me, Miaokeland, and Guazi to illustrate three strategies for pressing the 'nuclear button': the strong using it to seal a category, the weak using it to secure survival, and the strong using it to maintain dominance. It emphasizes the importance of timing, strategic judgment, and brand building in executing such high-stakes marketing moves.
胡喆The Internet Era Needs Brands More Than Ever, But the Internet Itself Cannot Build Them
The magical year of 2020 pushed China's economy into an era driven mainly by domestic circulation, with online economy surging and livestream commerce creating a trillion-yuan trend, deepening the internetization of Chinese consumption. As the internet becomes a major consumption arena and users spend more time on mobile, views like 'brand-effect and performance integration' and 'the internet no longer needs traditional brand methodology' are gaining popularity again. However, what is called 'brand-effect and performance integration' is often 'brand-effect and performance separation,' where traffic-driven transactions and 'traffic equals sales' often mask the value of brands and overlook the importance of brand mindshare.
胡喆Four Roadmaps Behind the Rise of China-Chic Brands
The hottest business trend today seems to be the 'rise of China-chic.' From Palace Museum lipsticks to Perfect Diary, Florasis, Heytea, Genki Forest, Bosideng, and Feihe, a wave of domestic brand consumption is heating up. But this is only a phenomenon, not the essence. Some say it symbolizes cultural confidence, others attribute it to China's world-class supply chain, and some credit clever marketing and public sentiment. All are correct, but at the core, every category champion after the rise of China-chic represents the formation of a new mental entry point and the establishment of new brand equity. This article summarizes four roadmaps behind the rise of new domestic brands and analyzes the process and attribution of China-chic brand success.
胡喆