The annual double eleven curtain call, handed over a beautiful growth data. When we focus on the familiar consumer goods industry, especially the beauty industry, it is no surprise that we find many new and cutting-edge brands that are growing rapidly. Of course, along with these new and cutting-edge brands on the list, there are also many mature and old brands off the list. Since the beginning of this year, feng shui has turned, the Internet boom has gradually receded, and the consumer goods industry has become the darling of investment. Fundamentally, what the investment community is concerned about is - what are the key factors and models for success in this industry? What is the Bulk SMS Service success of the consumer goods industry? Why did it fail? Not only are investors curious, but brand traders themselves are also researching this fundamental question day after day: who affects my brand life? How can my brand get started? How to grow fast? How to keep growing? What problems will be encountered in the life cycle? How long will the life cycle be? When we observe the industry situation in the past three years, we will find a relatively obvious phenomenon: The rapid start of a brand often stems from great penetration; and when great penetration reaches a certain stage, it will encounter the so-called "brand power" problem of diminishing marginal utility; and declining brands often encounter brand power and great power The double problem of penetration, or to be precise, is that the brand power is not solid at all. Once the strength of the big penetration is relaxed, once the traffic support is reduced or delayed, it will immediately reflect the decline in sales. If the economic model is used, it is probably: Continuous brand growth = α+β1 great penetration + β2 brand power + β3 great penetration X brand power + μ The rapid start of a brand often stems from great penetration First of all, the rapid start of the brand often stems from great penetration. Looking at the consumer goods industry, especially the beauty industry, whether it is the previous generation of Han Shu Han Hou Natural Hall, or the new generation of HFP Perfect Diary Winona, etc., the fundamental growth drivers are similar-big penetration.
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