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Core Viewpoint - The article discusses the marketing strategies and challenges faced by the brand YAYA, known for its down jackets, particularly focusing on its use of celebrity endorsements and the impact of consumer perceptions on its sales performance [3][10][30]. Group 1: Marketing Strategies - YAYA has employed a strategy of signing multiple celebrity endorsements to attract consumers, announcing five endorsers in two months leading up to winter [3][24]. - The brand's endorsements have successfully driven consumer engagement, with fans actively discussing and promoting YAYA products on social media platforms [5][9]. - During the 2025 Double Eleven shopping festival, YAYA achieved significant sales, ranking first in women's fashion and sixth in men's fashion on Douyin [10][12]. Group 2: Consumer Perception and Quality Issues - Despite the successful marketing, YAYA faces criticism regarding product quality, with consumers reporting issues such as odor, insufficient filling, and poor workmanship [12][42]. - The brand's historical reputation as a budget-friendly option has attracted a new consumer base, but quality concerns threaten to undermine this trust [35][38]. - YAYA's pricing strategy targets consumers in lower-tier cities, offering products at competitive prices, but this has led to challenges in maintaining quality standards [36][38]. Group 3: Transition to Online and Offline Sales - YAYA transitioned to online sales in 2020, which significantly boosted its market presence after a period of stagnation [17][31]. - The brand is now exploring offline channels through franchising, aiming to enhance its market reach while managing costs [47][48]. - The challenge remains for YAYA to balance its low-price strategy with the need for quality assurance to sustain consumer loyalty and brand reputation [39][46].