深耕用户价值 构建健康增长，天猫快消发布《2025 GAIN用户价值经营方法论》

Core Insights - The fast-moving consumer goods (FMCG) industry is transitioning from a "traffic era" to a "value era" due to diminishing traffic dividends and increasing competition [1][5] - Tmall and Otaipu have introduced the "User Lifecycle Value (CLTV) Health - GAIN" assessment system to help brands navigate the challenges of stock competition [1][3] - The GAIN model evaluates brand health across four dimensions: Generate Demand, Audience Adaptation, Intensify Engagement, and Nurture Growth, with 12 core indicators [1][11] Market Challenges - The FMCG sector faces significant challenges as traditional growth models are strained by a shrinking customer acquisition landscape [5] - Brands are increasingly focusing on maximizing user lifecycle value (CLTV) to shift from one-time transactions to long-term value management [5][11] CLTV Operations - Various brands are exploring CLTV operations to achieve sustainable growth, emphasizing the importance of user lifecycle value [6][9] - High-end brands are targeting high-net-worth individuals by creating exclusive experiences and emotional connections to enhance loyalty and repurchase rates [7] - Efficacy-driven skincare brands are leveraging professional content and precise conversion strategies to build trust and drive user demand [8] GAIN Assessment Model - The GAIN model quantifies user value and helps brands identify growth opportunities by focusing on long-term value rather than one-time traffic [11][14] - It includes metrics for demand generation, audience strategy, engagement intensity, and long-term growth potential [11][12] Future Outlook - The GAIN model is expected to facilitate a paradigm shift for brands from short-term gains to long-term value management, enhancing their competitive edge in the market [15][16] - With advancements in AI and big data, user value management will become more intelligent and precise, allowing brands to better understand user needs and optimize engagement [16]