众筹成功后，如何持续扩大品牌影响力？丨鲸犀百人谈Vol.37

Core Insights - Crowdfunding is becoming a crucial platform for both startups and established companies in China to launch innovative products and build brand influence globally [2][4] - Effective user feedback from crowdfunding can save companies at least 20% in costs [13][22] Group 1: Crowdfunding Overview - Crowdfunding originated in the U.S. and is now a testing ground for Chinese hardware startups and large companies to enter international markets [2] - Indiegogo, established in 2008, has facilitated over 900,000 projects with total funding exceeding $2.6 billion, serving as a primary platform for Chinese tech companies [2][4] Group 2: Types of Companies Suitable for Crowdfunding - Both startups and medium to large companies can benefit from crowdfunding, but their motivations differ; startups use it for market entry, while larger firms often use it for market research and user acquisition [6][7] - Successful crowdfunding projects often feature unique products that address specific user pain points, particularly in the 3C (computer, communication, consumer electronics) sector [7][8] Group 3: User Engagement and Feedback - Engaging with users during the crowdfunding process is essential for long-term brand development, as positive feedback can lead to significant cost savings [13][20] - Companies that actively communicate with their backers and incorporate their feedback into product development can enhance user loyalty and improve product offerings [20][22] Group 4: Market Timing and Trends - Certain products perform better during specific seasons; for example, water-related products are more popular in summer, while winter sports products are best launched in Q4 [14][15] - The trend has shifted from traditional categories like watches and headphones to AI-related products, reflecting technological advancements [15][16] Group 5: Marketing and Promotion Strategies - Pre-launch marketing strategies, including email collection and social media advertising, are crucial for increasing crowdfunding success rates [26] - Utilizing promotional tools like early bird pricing can enhance initial funding and attract backers [26] Group 6: Challenges and Solutions - Companies facing funding shortfalls can utilize Indiegogo's InDemand service to continue sales post-campaign [27] - Transparency in communication regarding product delivery delays is vital for maintaining consumer trust [27][28] Group 7: Building Brand Connection - Successful brands often integrate storytelling and user engagement into their crowdfunding campaigns, fostering deeper connections with consumers [28][29] - Companies that leverage community interactions and user-generated content can enhance their brand presence and consumer loyalty [20][28]