To avoid homogenization, how can new brands bypass price involution

荆琼茜

China's new consumer brands have encountered difficulties, blindly chasing traffic, and as a result, they are caught in the war of price competition. But is there really no chance for new brands? Although the market environment is complicated, the opportunities are still great. Brand marketers, especially founders, on the premise that they all understand the methodology, it is important to tap the brand's own special genes in order to achieve innovation.

As a consumer, do you have this feeling: when you have a certain demand, you find that the products on the market seem to be similar, and there is no obvious difference from technology, packaging, function to price.

In such a market environment, for a new brand, if it does not have a clear market positioning and sufficient strategic determination, it is easy to walk into a dead end of price competition.

In recent years, some online celebrity brands that rely on promotions have come and gone like a tide. Due to the excessive reliance on traffic and the...

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