Articles by 曹瑞、黃斯理

From Content Dividends to Livestreaming and Private Domains: How Can Consumer Brands Find Their Next Growth Point?

The disappearance of traffic dividends is perhaps the most heard phrase among consumer brand entrepreneurs this year. From new e-commerce channels like social and private domains to emerging content platforms like Kuaishou, Douyin, and Bilibili, every cognitive gap is being quickly filled. However, the end of major dividends does not mean the end for new brands. On the contrary, the gradual maturity of new channels and content provides brands with more touchpoints to reach consumers, cultivating unprecedented soil for the birth of new brands. In this context, how to use each platform in stages and with strategies becomes key for consumer brands to break through.