流量是负债，兴趣才是资产！品牌，别再为"假增长"买单了...

Core Insights - The article emphasizes that brands are incurring high costs for "traffic liabilities" and should shift their focus from traditional traffic acquisition to building "interest assets" for sustainable growth [1][13] Group 1: Traffic Liabilities - Traffic is described as a "survival tax" that brands must pay in the digital age, representing a strategic liability rather than a growth opportunity [5] - The "black box" nature of traffic algorithms prevents brands from understanding user motivations and needs, leading to superficial engagement [3] - The influx of brands into the traffic market creates a vicious cycle where increased spending leads to diminishing returns, resulting in lower ROI and ROX [6] Group 2: Interest Assets - Interest is positioned as a sustainable and high-value asset that can drive long-term brand growth, contrasting sharply with the transient nature of traffic [7] - The article outlines a model where interest generates a five-fold value flywheel, emphasizing the importance of genuine user engagement over superficial traffic [6] - Brands must transition from a transactional relationship with users to one based on shared interests, fostering deeper emotional connections [9] Group 3: Case Study - Xiaohongshu - Xiaohongshu exemplifies the effective use of "interest assets" by creating an "interest infrastructure" that allows user interests to flourish and drive commercial success [8] - The platform has evolved from merely being a product recommendation site to a community where users seek solutions and connections based on shared interests [11] - Xiaohongshu encourages user-generated content (UGC), allowing brands to engage authentically with users and co-create value [10] Group 4: Strategic Recommendations - Brands should invest in content and activities that resonate with user interests rather than merely purchasing exposure [14] - The focus should shift from product selling points to providing solutions that integrate into users' lifestyles and interests [14] - Brands are encouraged to build ecosystems that foster community and engagement, both online and offline, to enhance user loyalty and brand value [14]