那些被爸妈“种草”的老品牌，凭啥重回年轻人购物车了？

Core Insights - Domestic brands are increasingly focusing on content-driven strategies on platforms like Douyin to attract consumers, moving away from gimmicky tactics [2][3] - Brands like Lilang and Yaya have seen significant sales success, with Yaya's single down jacket selling over 250,000 units during the recent Double 11 shopping festival [2][14] - The shift towards a long-term growth strategy emphasizes brand value communication and product innovation rather than short-term sales boosts [2][3] Brand Strategy - Lilang's recent product launch emphasized functional aesthetics, addressing modern men's commuting challenges with innovative materials and ergonomic designs [3][5] - The brand's strategy focuses on leveraging technology to reshape consumer perception, with a dedicated content team managing the entire launch process [5][6] - Yaya has successfully redefined its target demographic to younger consumers aged 25-35, significantly restructuring its e-commerce channels and product offerings [8][11] Market Performance - Lilang's online pricing ranges from 400-600 yuan, while offline prices are around 1,000 yuan, indicating a strategic move towards higher-value offerings [6] - Yaya's market share has grown dramatically, from a GMV of 80 million yuan six years ago to a 200-fold increase by 2023, highlighting the effectiveness of its new management team's e-commerce focus [12][14] - The recent Double 11 event showcased the effectiveness of these strategies, with Yaya achieving peak online engagement and sales [14] Consumer Engagement - Both Lilang and Yaya are utilizing Douyin's platform to create engaging content that resonates with younger audiences, enhancing brand loyalty and trust [17][28] - The brands are adapting their communication strategies to fit the online shopping experience, focusing on visual and experiential content to convey product quality [12][26] - The emphasis on high-quality content is seen as essential for building deeper connections with consumers and driving sales conversions [20][28] Industry Trends - The trend of traditional brands revitalizing their image through digital platforms is gaining momentum, with many leveraging Douyin to reach new consumer segments [17][18] - The shift towards content-driven marketing is becoming a common strategy among domestic brands, as they seek to enhance their value propositions and market presence [21][28] - The increasing importance of data analytics in understanding consumer preferences is reshaping product development and marketing strategies across the industry [18][23]