AUTHOR ARCHIVE
Articles by 寻空2009
Browse 4 New Distribution articles by 寻空2009.
Published articles
4 articles · Page 1 of 1
A Comprehensive Review of D2C Brands: From Rise to Transformation
New consumer brands have become a hot topic this year, with any new brand labeled as such likely to attract capital and consumers. These brands differ from established consumer brands in product development, design, brand positioning, and marketing, sparking a 'consumer brand revolution' in China starting around 2015. This article reviews the rise of D2C brands in the US, their strategies, and the lessons for Chinese new consumer brands.
寻空2009How Many More Years Can the Hottest Internet-Famous Brands Last?
Internet-famous brands have surged in popularity, but their long-term viability is questionable. Drawing on the rise and fall of first-generation internet-famous brands, this article analyzes the characteristics, advantages, and challenges of second-generation brands like Zhong Xue Gao and Genki Forest, questioning whether they can sustain their fame and become enduring brands.
寻空2009Live Streaming Determines How Much You Sell, Brand Determines How Much You Earn
Live streaming is undeniably the hottest marketing method in 2020, with many advertisers shifting brand marketing budgets to it. While it can quickly boost sales and clarify ROI, the question arises: is branding still necessary? After the boom, rationality returns, and reflections on live streaming are increasing, with the biggest concern being that brands lose their way in it. The article argues that live streaming is just a marketing tactic and most live streams do not enhance brand equity, emphasizing the distinction between marketing and branding.
寻空2009Wahaha's New Spokesperson Hsu Kuang-han Won't Solve Its Brand Rejuvenation Problem
Wahaha announced on May 31 that Hsu Kuang-han would become the spokesperson for its purified water and sparkling water products, marking a new chapter after ending its 20-year partnership with Wang Leehom in 2019. However, this change alone cannot address the brand's aging image and declining sales, which stem from deeper issues like product innovation, channel over-reliance, and e-commerce resistance.
寻空2009