《毛巾帝国》出圈背后，对话洁丽雅总裁石晶：流量是工具，不是解药

Core Viewpoint - The company, Jieliya, is undergoing a transformation to rejuvenate its brand and appeal to younger consumers through innovative marketing strategies, including content marketing and product diversification, rather than relying on traditional celebrity endorsements [2][20]. Group 1: Brand Rejuvenation Strategy - Jieliya's president, Shi Jing, emphasizes the need for brand visibility and consumer awareness, stating that exposure is essential for survival in a competitive market [21][22]. - The company has faced challenges such as brand aging and channel rigidity, prompting a strategic shift towards a younger demographic [22][23]. - The success of the micro-drama "Towel Empire" has significantly contributed to the brand's visibility and youthfulness, marking a new direction for Jieliya [23][25]. Group 2: Marketing Philosophy - Shi Jing maintains a rational approach to current marketing trends, avoiding blind investments in popular strategies like influencer marketing, and focusing instead on initiatives that align with the brand's strategic goals [21][22]. - The company aims to create a brand that embodies a Chinese lifestyle, leveraging Xinjiang cotton and cultural elements as core components of its identity [30]. Group 3: Long-term Vision and Investment - Jieliya's long-term goal is to establish itself as a century-old brand, with a focus on product quality and supply chain efficiency, which requires substantial capital investment [27][29]. - The company is willing to accept short-term losses for strategic investments that are expected to yield future value, indicating a commitment to long-term growth over immediate financial returns [29][30]. Group 4: Generational Transition and Leadership - The leadership transition at Jieliya involves balancing traditional business practices with modern innovations, ensuring that decisions are suitable for the current market environment [32][34]. - Shi Jing advocates for a "middle way" approach in decision-making, emphasizing the importance of adaptability and continuous improvement in the company's strategies [33][34].