Core Insights - The 17th year of "Double 11" has highlighted a significant shift in consumer behavior, moving from impulsive buying to more rational decision-making, driven by the influence of live streaming and daily product recommendations [1][4] - The competitive landscape is undergoing a transformation, with brands struggling to offer attractive prices during promotional events due to compressed profit margins [1][4] - The retail environment is witnessing a power shift, as online channels continue to grow, leading to a decline in traditional offline retail [4][6] Group 1: E-commerce and Retail Dynamics - E-commerce and instant retail are providing consumers with cheaper and faster shopping experiences, significantly reducing the advantages of offline channels [3][4] - The proportion of online retail sales is expected to exceed 30% of total retail sales by the end of 2024, indicating a continued shift towards online shopping [6][8] - Nielsen's data shows that online sales in fast-moving consumer goods (FMCG) are projected to grow by 21.1% in the first half of 2025, while offline sales are expected to decline by 4.3% [6][8] Group 2: Channel Value Transformation - The value of retail channels is shifting from merely reaching customers to reducing customer costs, both in terms of decision-making and purchasing expenses [9][11] - Successful models like Costco demonstrate the importance of stringent product selection and consumer trust in driving sales [9][11] - Discount stores are thriving by leveraging scale to negotiate lower prices with suppliers, showcasing a shift in consumer expectations towards value [11][12] Group 3: Brand and Distribution Challenges - Traditional distribution systems are under pressure as consumer traffic in physical stores stagnates, making extensive product placement less effective [14][15] - New brands are emerging, leveraging online channels to capture market share, while established brands face challenges in adapting to this new landscape [17][18] - Brands must rethink their strategies to maintain relevance, as the competitive environment becomes increasingly fragmented and dynamic [18][19] Group 4: Consumer Empowerment and Marketing Evolution - Consumers are increasingly empowered, preferring peer reviews over traditional advertising, which necessitates a shift in how brands communicate their value [25][26] - The integration of online and offline experiences is becoming crucial, as consumers navigate multiple platforms for product information and purchasing [25][28] - Brands must adapt to a new marketing paradigm that emphasizes collaboration across functions to meet evolving consumer expectations [28][29]
为什么品类繁荣，品牌增长却陷入困境？
3 6 Ke·2025-11-12 07:36