Brand Marketing
How Can Brands Break Through the Growth Barrier Amid Marketing Involution?
In the new consumption era, with improved supply chains and evolving marketing technologies, 'involution' has become an industry norm that no brand can escape. To a certain extent, involution represents homogeneous, low-level competition focused on tactical maneuvers, losing sight of more essential and macro-level competitive thinking. Under involution, brands face rising marketing costs, and the cost advantages of scale cannot offset the risks of overcapacity, a common problem in the new consumption industry. At the same time, brands also face concerns about brand independence.
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