Now a large number of cases, including some professional media articles, have been analyzed, and the first step for a cutting-edge brand to start from scratch is marketing. So, are all new and cutting-edge brands going to focus on marketing from the beginning? Is it possible to continue to do a good job in brand growth by doing a good job in marketing? Here is a picture to share with you: On the left is the recently popular marketing content of Zhong Xue Fax List Gao's entire network of grass planting. After careful packaging and promotion by KOL and KOC, it has attracted the attention of a large number of consumers; On the right are some core views extracted through intelligent analysis after collecting feedback data from all user evaluations of this brand on the entire network.
Zhong Xuegao's consumers pay more attention to the taste, taste and experience of products. As you can see, the most significant indicators of Fax List product taste, taste and experience are the indicators of product taste, taste and experience. On the contrary, the product appearance, appearance design, etc. highlighted by the brand in a large number of marketing are not among the primary concerns of consumers. Earlier, some media summarized the savage growth of cutting-edge brands into three marketing strategies:
First, find KOL and KOC to put 5,000 cursive articles on Xiaohongshu, then publish 2,000 questions and answers on Zhihu, and finally find head anchor Wei Ya , Li Jiaqi brought the goods, and the mid-waist anchors shopped all channels online, so that a new brand prototype can basically be created. We believe that in the long run, this heavy Fax List marketing model, especially the high investment marketing strategy, can make the brand continue to grow is uncertain. For example, a well-known beauty brand is entirely based on Xiaohongshu’s heavy investment in bloggers and cursive texts, but judging from its financial report, its one-year marketing expenses are even close to revenue. So this path is not easy to replicate, and that's what we're discussing today.