轻奢女装self-potrait直播“翻车”，流量与调性如何平衡？

Core Insights - The incident involving the self-portrait brand's live stream event highlighted significant operational shortcomings in event management and execution, prompting the company to initiate a comprehensive review of its workflow to ensure future professionalism and rigor [1][4] - Despite the controversy surrounding the live stream, which generated substantial social media buzz and increased search interest for the brand, the effectiveness of this exposure in converting to brand equity remains questionable [6][8] - The self-portrait brand has established a systematic approach to marketing in China, utilizing a mix of high-profile endorsements and influencer marketing to achieve high visibility and frequency of brand exposure [4][6] Company Performance - According to the 2025 semi-annual report, self-portrait's revenue reached 285 million yuan, making it the fastest-growing brand under the company [4] - As of the third quarter of 2025, self-portrait operated 76 direct stores in China, indicating a strong retail presence [4] Market Dynamics - The current economic environment has pressured mid-range women's fashion brands, leading to reduced advertising and endorsement spending, which is becoming a trend in the industry [6][8] - The shift in aesthetic preferences among middle-class women in first-tier cities towards more practical and elegant brands poses challenges for self-portrait and similar brands [8][9] Brand Strategy - The brand's marketing strategy involves leveraging celebrity endorsements as "traffic anchors" and cascading this exposure through smaller influencers to maximize reach [4] - Despite the challenges posed by economic fluctuations and competition from both luxury brands and affordable alternatives, established mid-range brands like self-portrait can maintain a relative advantage by focusing on design consistency and quality [8][9] Consumer Behavior - There is a notable shift in consumer purchasing behavior, with some customers opting for lower-cost alternatives due to slowed income growth, indicating a potential risk for brands like self-portrait [9] - The reliance on "volume-driven" marketing strategies may create instability, as the connection between brand exposure and core values can weaken if not managed carefully [9]