In the era of economic downturn, stop doing "ineffective" national tide marketing

Bubble Mart’s revenue has hit a new low. Does this cast a shadow on a group of new domestic brands? However, consumers' national self-confidence and enthusiasm for the national trend will definitely not decrease, but the brand must bring consumers a real national trend experience by establishing a deeper connotation. WARC pointed out such a direction in the 2022 edition of the annual report "Marketing Talents Research Book". Today, under the general environment that needs to use "internal circulation" to solve the economic dilemma, China's economy needs stronger national tide potential energy to turn "ineffective" national tide marketing into "effective", so as to promote brand iteration and upgrade.

This article is part of a series on Spotlight China Focus: The Economic Repercussions of the "Long Epidemic" Era. Click to go to the topic page to read more about it.

Under the economic cyclical crisis, the global economy has not yet seen a turning point for the better. Instead, it continues to decline under the blessing of "black swan" events such as the epidemic and war. Domestic brands will usher in the winter of survival in 2022: Bubble Mart stores were closed one after another, revenue hit a record low in recent years, and net profit...

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