While others will break free from the control

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Of traffic and find new growth paths. Recently, in a conversation with a trader, I felt a strong sense of " traffic anxiety " . Traffic outlets come one after another, but many brands that are good at traffic have fallen into the dilemma of broken capital chain, zero or even negative profits. Many consumer brands have no room for improvement in terms of cost-effectiveness, but still have difficulty in seeing growth. When the market returns to rationality, how can brands still obtain repeat purchases and make users truly remember them after subsidies and promotions are removed? The first thing brands should do may be to get rid of the traffic trap. This is also why many new consumer brands have expanded their online business after reaching a certain scale.


Go to stores and place offline advertisements such as Focus Media. This article disassembles five cases of successful brand growth paths through the " two Weibo, one Douyin, and one Focus " model, including Meike phone database Landou, Ulike , Kongke Instant Noodles, Telanis , and Deyou, and solves three myths about brands: When traffic costs rise , only brands have bargaining power. Brand power is not only reflected in " popularity " and " brand association " , but also helps brands leverage online resources and save traffic costs; There is a scientific methodology for building brand power . Only by allocating budget reasonably can the effect be maximized.


The truth is: a brand with a sales volume of 100 million yuan online may not be popular offline. Only by breaking through the circle and preventing rollback can a brand achieve lasting growth. 1. Traffic dividends will eventually bottom out, and only brands have bargaining power A study by Kantar , a world-renowned data insight and consulting company, shows that the top 100 brands in China have one thing in common: 70% of sales come from brand awareness, and 30% come from short-term promotions and traffic conversion. If too much sales are brought in by short-term promotions , profits will decrease. The more traffic .