白牌跟品牌，中间到底差着啥？

Core Viewpoint - The article discusses the differences between "white label" products and established brands, highlighting the challenges and strategies within the white label industry, particularly in the beauty and skincare sectors. Group 1: White Label Concept and Operations - White label refers to products without a fixed brand, relying on OEM production and marketing to generate quick profits without investing in R&D or quality control [7] - The "Xiamen Gang" is a group of white label players known for their rapid market entry and aggressive marketing strategies, particularly in the beauty sector [8] - White label operations typically follow a three-step process: product selection based on trends, extreme cost-cutting to offer low prices, and aggressive marketing through high-volume advertising [10][13][14] Group 2: Challenges Faced by White Label Products - White label sales are heavily reliant on advertising, making them vulnerable to changes in platform algorithms or negative publicity [17] - Many white label brands inflate their sales figures through practices like fake orders, leading to questions about the sustainability of their sales [18] - The average lifecycle of white label products is short, with sales quickly declining once initial consumer interest wanes [19] Group 3: Differences Between White Label and Established Brands - White label businesses prioritize short-term profits and rapid market entry, while established brands focus on long-term value creation and customer trust [20] - The operational logic of white label companies is results-driven, often neglecting brand management and long-term strategy [25] - Established brands benefit from systematic management practices that ensure consistent quality and brand integrity, which white label companies often lack [25] Group 4: Future of White Label Products - The white label industry is facing increased competition and pressure to evolve, with many companies needing to transition towards brand-building strategies to survive [26] - Successful transitions from white label to brand status require a shift in mindset, focusing on long-term growth and brand management rather than short-term gains [30] - Key elements for this transition include developing unique brand identities and enhancing operational capabilities across multiple channels [32]