Core Insights - The article emphasizes the shift from chasing fleeting trends to creating lasting brand assets through proactive engagement and community building [1][17][21] Brand Strategy - Companies often fall into the cycle of chasing trends for short-term visibility, leading to a lack of long-term brand recognition [1][2] - A successful strategy involves transforming from a "trend chaser" to a "trend creator," ensuring that public interest translates into brand equity [1][3] Case Study: 海俪恩 - 海俪恩 initiated a successful offline event called "萌面派对" to engage consumers and create a memorable brand experience [3][11] - The brand leveraged the popularity of pets by integrating them into its marketing strategy, resulting in a strong emotional connection with consumers [6][7] - The "萌面派对" served as a platform for immersive experiences, allowing consumers to interact with the brand and its products in a fun environment [11][13] Consumer Engagement - The brand's approach includes understanding consumer insights, as evidenced by the 230% annual increase in searches for pet-themed products [5] - By adopting a persona-driven strategy, 海俪恩 has successfully connected with the "萌系" lifestyle, enhancing consumer loyalty and emotional ties [7][20] Marketing Effectiveness - The marketing campaign achieved significant results, with GMV exceeding 10 million and a 200% increase on the first day [15] - The brand's focus on community and shared values has led to a 40% increase in customer lifetime value and a 23% rise in repurchase rates [20][21] Long-term Value Creation - The article highlights the importance of transforming transient consumer interest into long-term brand loyalty through meaningful engagement [21] - By integrating social responsibility into its business model, 海俪恩 has fostered a deeper connection with consumers, enhancing brand perception and trust [21]