文：向善财经 近日，珍酒李渡发布业绩预警。 报告显示，2025上半年，该集团营收为24亿至25.5亿元人民币，相比去年，下滑38.3%至41.9%，净利润降23%至24%，非国际标准净利润预计下降39%至 40%。 预警发布的同时，疯狂的市场先生似乎又展现出了自己非理性的一面，在发布大跌的业绩预警之后，珍酒李渡的股价反而大幅上涨。 客观来看，不光是业绩影响，股价的变动包含的因素很多，珍酒李渡上涨，可能主因还在于市场对未来的期待。 投资者的这份期待，可能就要归功于珍酒李渡创始人吴向东了。 近两个月，吴向东一直朝着"网红"的方向努力，在微信视频号上非常活跃，网感十足。 视频内容也是语不惊人死不休，创造了"我要为我们白酒行业代言"、"为吹牛干杯"、"酒是男人的labubu"等等一系列金句，十分吸睛，不少视频点赞过万， 斩获了不少流量，大有白酒界雷军的既视感。 借助短视频，借助自身的IP，把各方的利益绑定在了一起，让不少投资者、经销商对未来充满了信心。 不过，短视频营销毕竟是流量思维，对白酒企业来说，福祸未知。 //增长的本质不是流量问题，而是战略问题 和其他创始人一样，走到前台要流量自然是为了变现。 和各种金句穿插 ...

Core Viewpoint - The recent controversy surrounding the brand "Zhubon" highlights significant issues related to product claims, ingredient transparency, and regulatory compliance in the cosmetics industry, particularly in the context of live-stream marketing by founders [1][6][19]. Group 1: Brand Controversy - A consumer complaint was filed against Zhubon, alleging ingredient fraud, regulatory violations, and false efficacy claims, which prompted investigations by various regulatory bodies [1][6]. - The founder's live-stream promotion of products with unverified medical claims exacerbated the situation, leading to immediate product removals from e-commerce platforms [6][10][19]. - The discrepancies between product claims and actual ingredient listings raised consumer trust issues, particularly regarding the misrepresentation of "墨红玫瑰" (Mokhong Rose) [6][10]. Group 2: Regulatory and Compliance Issues - The brand's failure to properly register ingredients and the use of misleading terminology in marketing have exposed gaps in the regulatory framework governing cosmetics [10][19]. - The founder acknowledged the lack of compliance awareness during live-stream promotions, indicating a need for stricter oversight and adherence to regulations [16][19]. - The brand's commitment to rectify these issues includes a comprehensive review of ingredient registrations and the establishment of a long-term supervision mechanism [18][19]. Group 3: Brand Growth and Marketing Strategy - Zhubon experienced rapid growth after successful collaborations with influencers, particularly in live-streaming, which significantly boosted sales [11][13]. - The brand's marketing strategy has shifted towards leveraging the founder's personal brand, which has proven effective but also poses risks related to compliance and consumer trust [15][19]. - Despite recent challenges, Zhubon remains a leading player in the cleansing oil category, with substantial sales figures reported in previous years [13][19].

Group 1 - The core focus of brands in 2023 is on platforms like Douyin, Xiaohongshu, and WeChat Video, with significant challenges in managing costs associated with paid traffic and high commission rates [2][4] - Brands are required to deeply assess the roles of different platforms in their growth and to balance their traffic strategies to avoid dependency on a single path [2][4] - A closed-door meeting organized by Langchao New Consumption involved over 20 leading brand founders discussing strategies for navigating the paid traffic era on Douyin, Xiaohongshu, and WeChat Video [2] Group 2 - The complexity of traffic strategies demands a comprehensive operational capability, with a focus on understanding user demographics and innovating products and content [4] - Authenticity is highlighted as a key advantage for founders in building their personal brand, with a recommendation to showcase the true essence of the company to save costs [5][6] - There are two main approaches to developing a founder's personal brand: direct involvement in commercial activities or acting as a product manager to enhance brand visibility [6][8] Group 3 - Douyin serves dual purposes as a branding and sales platform, with its strategy shifting towards advertising revenue, emphasizing the importance of content competition before engaging in paid traffic [9] - The A3 user group analysis is crucial for understanding the effectiveness of traffic investments, with a warning against high costs that may not yield sufficient returns [10] - Xiaohongshu presents significant growth potential, particularly in the fashion category, due to lower return rates and higher average transaction values compared to Douyin [12] Group 4 - The essence of live streaming lies in content and material quality, with profitability being a calculable outcome based on platform performance [14] - Video accounts are characterized by lower price sensitivity and higher transaction values, making them a key focus for investment this year [14] - Brands must create their own traffic advantages by deeply understanding their consumer base and leveraging content strategies to enhance visibility and engagement [15][16]

Core Viewpoint - The article discusses the challenges faced by companies in acquiring customers through short videos, emphasizing the need for effective strategies to enhance visibility and conversion rates in a rapidly evolving digital marketing landscape [2][3]. Group 1: Challenges in Short Video Marketing - Companies face three main challenges in short video marketing: lack of traffic after posting videos, difficulty in converting views into customers, and the need for continuous ad spending to maintain conversion rates [4][7]. - The essence of these challenges lies in the inability to create content that attracts organic traffic, the inconsistency in producing high-conversion materials, and the unclear understanding of how to create native content that fits platform ecosystems [7][9][10]. Group 2: Types of Short Video Content - Short video content can be categorized into three types: hard ads (素材), native ads (原生素材), and pure content (纯内容) [6]. - Hard ads focus on direct advertising to achieve user acquisition and sales conversion, characterized by high efficiency and measurable ROI [9]. - Native ads aim to reduce advertising costs while still achieving user acquisition and conversion, often benefiting from additional organic traffic [10]. - Pure content seeks to build a brand's "private domain" by attracting a large number of targeted users without immediate sales goals, focusing instead on user retention and brand image [11]. Group 3: Creating High-Conversion Quality Content - High-quality content is defined by its authenticity, usefulness, and visual appeal, with key performance indicators including click-through rate, completion rate, and conversion rate [12][14]. - The production process should focus on generating attractive and effective materials while avoiding inefficiencies through continuous data review and optimization [13][17]. - Companies are advised to update their content frequently, with a recommendation of 2-4 new materials daily, and to keep hard ads under 35 seconds for optimal completion rates [18]. Group 4: Structuring Short Videos - Successful short videos should follow a three-part structure: an engaging opening (黄金3秒), a compelling middle section (痛点+钩子), and a smooth closing that drives conversion (丝滑转化) [20][21][24]. - The opening should capture attention within the first three seconds, while the middle section should address user pain points and maintain interest [23][32]. - The closing should effectively prompt users to take action, utilizing emotional triggers and social proof to enhance conversion likelihood [41][44]. Group 5: Strategies for Attracting Target Users - Content creation should focus on attracting vertical user groups, with an emphasis on relevant topics that indirectly lead to product interest [45][60]. - Companies should prioritize selecting topics that resonate with their target audience, avoiding blind pursuit of trends [55][56]. - Innovative filming techniques and cross-industry inspiration can enhance content appeal, allowing for a broader reach [59]. Group 6: Platform Selection and Strategy - Understanding the user demographics and engagement strategies of different platforms is crucial for effective short video marketing [66]. - Each platform has distinct user bases and content consumption patterns, necessitating tailored approaches for platforms like Douyin, Kuaishou, WeChat Video, and Xiaohongshu [68][70]. - Companies should consider a multi-platform strategy, ensuring content is optimized for the unique characteristics of each platform [73][76]. Group 7: Continuous Improvement and Practice - Continuous practice, review, and optimization are essential for the success of short video marketing strategies [83]. - Companies with advertising budgets should focus on optimizing their material library and transitioning high-quality hard ads into native ads [80]. - Brands with franchisees should empower them to produce quality content independently, while smaller brands should learn to create native materials to attract users through organic traffic [82].

Core Viewpoint - The article discusses the recent challenges faced by Xiaomi and its founder Lei Jun, particularly regarding the company's automotive division and the impact on its brand reputation due to a series of missteps [6][22]. Group 1: Xiaomi's Recent Challenges - Lei Jun's video content on Douyin has been paused for over a month, marking a significant change for a successful founder IP [1]. - In 2024, Lei Jun published 255 videos and held nearly 20 live broadcasts, significantly boosting Xiaomi's visibility and reputation [6]. - The automotive division faced a severe traffic accident in April, leading to a public trust crisis regarding its smart driving systems [6][22]. Group 2: Issues with Su7 Ultra - Xiaomi's handling of the Su7 Ultra's performance features raised concerns, as the introduction of a "ranking mode" limited the car's horsepower, creating dissatisfaction among users [7][9]. - The requirement for users to achieve certain track performance to unlock full power was seen as a high barrier, alienating potential customers [9][22]. - Xiaomi later canceled the "ranking mode," but the damage to user trust had already been done [11]. Group 3: Controversy Over Design Features - The introduction of a dual-channel front hood for the Su7 Ultra sparked controversy, as users discovered it was merely an aesthetic addition rather than a functional improvement [13][19]. - Xiaomi's initial claims about the hood's aerodynamic benefits were contradicted by user experiences, leading to further distrust [17][19]. - The compensation offered to dissatisfied customers, including points redeemable for shopping vouchers, did not satisfy many, prompting demands for refunds [22]. Group 4: Implications for Founder IP - The article emphasizes the importance of consistent internal and external communication for companies relying on founder IP, highlighting the need for clear messaging to avoid brand damage [24][26]. - It stresses that the strength of a founder's personal brand must be supported by the company's product quality and service capabilities to maintain customer loyalty [26]. - Establishing a robust crisis management mechanism is crucial for companies overly dependent on founder IP, ensuring a systematic response to negative events [27][30].