有些企业，表面是行业龙头，实际沦为平台的打工仔。 我发现个现象，这半年找我的企业，有个明显特点：高客单、决策周期长、重服务和售后，主要以传统广告和线索销售的模式在做。 外人看来，这些行业——大健康、适老化家居、医美、教育留学——都是高毛利、高利润、有壁垒的"好生意"。并且，找我的这些还都是里头的TOP企 业。 按理说，做到这个规模，应该挺滋润的。但跟老板们深聊下来，发现完全不是那么回事。行业虽然不同，但焦虑却是相通的。 如果你也在做这类高客单、长周期的生意，我建议你花几分钟看看。他们正在翻越的山头，很可能就是你明天要面对的。 01 营收在涨，但利润被谁"吃"了？ 就拿一家大健康龙头企业来说。 他们营收这几年确实还在涨，一方面是大环境很多人对健康更重视了，另一方面，也是因为他们每年在广告、营销和渠道上投入了更多。 但老板也跟我实话说了：今年看似营收大概增长了25%，但利润反而降了，拼了命做增长，团队感觉更累了。 那问题出在哪呢？我们拆开看三层： 第一层，平台流量。平台要完成自己的KPI，它就必须让企业你多花钱。怎么办？最常见的，就是把流量价格（CPM）调高，把你的投放回报（ROI）控 制在一个"刚好让你难受，但 ...

（来源：千龙网） 回复"贵人相助"就能事事顺遂，转发"五行壁纸"就可破除霉运，戴上"手绘灵符"就会招财进宝……一些 自称"电子黄历"的博主，通过发布歪解黄历、走运穿搭、吉凶宜忌等的短视频，推销"吉祥好物"，收获 粉丝收割流量，赚得盆满钵满。这些借"吉"圈钱的博主，打着传统文化的幌子，披着数字算法的外衣， 传播封建迷信，污染网络生态，制造情绪焦虑，钻营流量生意，亟须引起重视。 一些自诩为"电子黄历""钦天监"的博主，相关账号坐拥数十万、甚至上百万粉丝，发布的视频动辄获赞 数万。这些视频以解读传统黄历为名，融入AI等技术，对网民的衣食住行、日常生活提出各种建议。 不但有文字版的"当日宜忌清单"，还有图文结合的"五行穿衣指南"，再配上风格统一的音乐，给人强烈 的心理暗示和视觉冲击。 在这些视频的影响下，一些年轻人正在陷入"宜忌依赖"：有的强迫症式频繁查看"电子黄历"，以确定当 日运势、吉凶宜忌等信息；有的不看"电子黄历"心里就"不踏实"，生活起居、衣物穿搭都得"依历而 行"；还有的为寻求转运，不惜花大价钱购买定制化解读和各类"开运好物"…… 这些博主信口雌黄的说道，也让一些清醒的网民嗤之以鼻："一个说今天诸事不宜、 ...

Core Viewpoint - The incident involving Chery has paradoxically elevated its visibility in the competitive landscape of the Chinese electric vehicle (EV) market, despite being a failure in execution [1][2][9]. Group 1: Chery's Position in the Market - Chery has historically positioned itself as a "technical" and "practical" brand, avoiding conflicts with other automakers and focusing on engineering excellence [2][3][6]. - The recent incident reflects a shift in Chery's marketing strategy, contrasting with its previous image of a reliable and conservative brand [6][8]. Group 2: Industry Dynamics - The current EV market is characterized by intense competition and negative publicity among various brands, leading to a culture of public ridicule rather than serious technical discourse [4][5][10]. - The incident highlights the industry's trend towards sensational marketing tactics as automakers struggle to differentiate themselves in a market with high product homogeneity [5][11]. Group 3: Consumer Perception and Brand Image - The public's reaction to Chery's incident has been mixed, with some defending the brand's willingness to take risks, while others criticize it for poor execution [2][3][4]. - The incident has generated significant online engagement, transforming a negative event into a source of entertainment and discussion, which may not necessarily harm Chery's brand in the short term [2][4][8]. Group 4: Future Implications for the Industry - The incident serves as a cautionary tale for the entire EV sector, emphasizing the need for brands to focus on long-term value and consumer trust rather than short-lived marketing stunts [12][13]. - The industry must recognize that sustainable success relies on delivering consistent and reliable products rather than engaging in a race for attention through extreme marketing [12][13].

Core Viewpoint - The disparity between the high costs associated with influencer marketing and the actual sales results highlights the deceptive practices within the live-streaming e-commerce industry, raising concerns about the integrity of data presented by influencers and the potential exploitation of small businesses [2][3]. Group 1: Influencer Marketing Issues - A businessman in Heilongjiang paid 50,000 yuan as a "placement fee" to a popular influencer with millions of followers, expecting significant sales, but only one order was completed [2]. - Another case involved a businessman from Henan who was promised a minimum sale of 20,000 pairs of shoes but ended up selling only 58 pairs, which is less than 0.3% of the promised amount [2][3]. - Influencers often evade accountability by claiming that contracts do not guarantee sales, leading to frustration among businesses seeking refunds [3]. Group 2: Data Integrity Concerns - Complaints regarding live-streaming sales have surged, with 402,000 reports received in 2024, marking a 19.3% increase from the previous year, and complaints related to short video platforms rising by 48.8% [3]. - Many small businesses lack the ability to discern the reliability of the data presented by influencers, which can include purchased followers and manipulated view counts [3][5]. - The discrepancy between the impressive data shown before signing contracts and the actual sales results raises questions about the authenticity of the influencers' claims [3]. Group 3: Regulatory and Ethical Considerations - China's e-commerce law prohibits false advertising and data manipulation, emphasizing the need for truthful marketing practices [4]. - The live-streaming industry is urged to enhance data verification processes to ensure that displayed metrics are accurate and reflective of market realities [5]. - Regulatory bodies are called to implement targeted management measures to address industry irregularities and enforce stricter oversight against false advertising and data fraud [6].

Core Viewpoint - The article highlights the growing concerns regarding the effectiveness and integrity of influencer marketing in live-streaming sales, particularly focusing on the disparity between promised and actual sales outcomes, leading to dissatisfaction among merchants [1][2][3]. Group 1: Case Studies - A businessman in Heilongjiang paid 50,000 yuan as a "slot fee" to a popular influencer with millions of followers, expecting significant sales, but only one order was completed [1][2]. - Another case involved a merchant in Henan who was promised a minimum sale of 20,000 pairs of shoes but ended up selling only 58 pairs, which is less than 0.3% of the promised amount [2][3]. Group 2: Market Trends - Complaints related to live-streaming sales have surged, with the 12315 platform receiving 402,000 complaints in 2024, marking a 19.3% increase year-on-year, and complaints on short video platforms rising by 48.8% [2]. Group 3: Industry Practices - Many influencers and agencies exploit information asymmetry, leading to misleading data presentations that can deceive small merchants into signing unfavorable contracts [3][4]. - The article emphasizes that some influencers may inflate their follower counts and engagement metrics through artificial means, such as purchasing fake followers or using bots [3][5]. Group 4: Regulatory Environment - China's e-commerce law prohibits false advertising and misleading commercial practices, while the "Network Live Marketing Management Measures" specifically bans data manipulation in live-streaming [4][5]. - There is a call for improved regulatory measures to address industry malpractices, enhance data authenticity, and ensure that live-streaming platforms uphold integrity in their operations [5]. Group 5: Recommendations for Merchants - Merchants are advised to critically assess potential partners beyond just follower counts, focusing on past performance and customer feedback, and to clearly outline key contractual terms to mitigate risks [5].

Core Viewpoint - The article highlights the growing concerns regarding the effectiveness and reliability of influencer marketing in live-streaming sales, particularly focusing on the disparity between promised and actual sales outcomes, leading to dissatisfaction among small merchants [2][3][6]. Group 1: Issues Faced by Merchants - Merchants like Mr. Tao and Mr. Xue have experienced significant discrepancies between the sales promised by influencers and the actual sales achieved, with Mr. Tao only selling 1 unit despite a 50,000 yuan "placement fee" and Mr. Xue selling only 58 pairs of shoes against a promised 20,000 pairs [2][3]. - Influencers often evade accountability by claiming that contracts do not guarantee sales, which has led to frustration among merchants seeking refunds [6][9]. Group 2: Data Reliability Concerns - The article points out that many merchants are misled by seemingly impressive data presented by influencers, such as high follower counts and live viewer numbers, which may not reflect genuine engagement or sales [7][9]. - There are allegations that some influencers engage in practices like purchasing fake followers and manipulating live-stream data, which undermines the integrity of the marketing process [10][12]. Group 3: Regulatory and Industry Response - The increase in complaints related to live-streaming sales, with 402,000 reports in 2024, indicates a growing need for regulatory oversight in this sector [6]. - The article calls for improved regulations and enforcement against deceptive practices in influencer marketing, emphasizing the need for platforms to ensure data accuracy and transparency [10][12]. Group 4: Recommendations for Merchants - Merchants are advised to critically evaluate potential influencer partnerships, focusing on past performance and genuine user feedback rather than just follower counts [12]. - It is recommended that merchants clearly outline their rights and obligations in contracts to mitigate risks associated with verbal agreements [12].

Core Viewpoint - The article highlights the growing discontent among small merchants regarding the effectiveness and reliability of influencer marketing, particularly in live streaming sales, where promised sales figures often do not materialize, leading to financial losses for businesses [1][4][6]. Group 1: Case Studies of Merchants - A merchant in Heilongjiang paid 50,000 yuan as a "slot fee" to an influencer with millions of followers, expecting to sell 6,000 to 8,000 units of beer, but only one sale was made [1][4]. - Another merchant from Henan invested 50,000 yuan and prepared over one million yuan worth of inventory based on promises of selling 20,000 pairs of shoes, but only 58 pairs were sold, which is 0.3% of the promised amount [2][6]. Group 2: Complaints and Regulatory Response - Merchants are facing difficulties in obtaining refunds, as influencers' representatives claim that contracts do not guarantee sales volumes, leading to frustration among affected merchants [6][9]. - In 2024, the 12315 platform received 402,000 complaints related to live streaming sales, marking a 19.3% increase from the previous year, with complaints on short video platforms rising by 48.8% [6][10]. Group 3: Issues with Data Integrity - Many merchants are misled by seemingly impressive data presented by influencers, such as high online viewer counts and sales figures, which may not reflect actual performance due to potential data manipulation [7][9]. - The article emphasizes that some influencers may use purchased followers and artificial engagement tactics, leading to a significant disparity between reported and actual sales [7][10]. Group 4: Recommendations for Improvement - The article calls for stricter regulations and oversight in the live streaming e-commerce sector to combat issues like false advertising and data manipulation, urging platforms to ensure data integrity [10][12]. - Merchants are advised to critically evaluate potential influencer partnerships, focusing on past performance and user reviews rather than just follower counts, and to clearly outline contractual terms to protect their interests [12].

曾经的网红零食品牌，又要赴港上市了。 近日三只松鼠向港交所递交招股书。这家成立于2012年，踩着电商红利在淘宝崛起的品牌，曾以年销百亿的业绩跻身行业头部，2019年登陆深交 所，成为"网红零食第一股"。 那是三只松鼠最风光的时候，其创始人兼CEO章燎原曾回忆，得知成功过会消息后，他转身给妻子发微信，自豪地说"搞的第一个上市公司"。当 时，章燎原以95亿元身家坐上了安徽首富的位置。 但就在上市后，三只松鼠业绩就迅速变脸，上市当年，三只松鼠的净利润就同比下降了21.43%，2020年到2023年，营收则四连降。因为过度依赖 线上渠道、营销成本高企的问题，业绩陷入低谷，股东也频频减持。 颓势在2024年才略有所好转。凭借着抖音流量和"降价"两个杀手锏，三只松鼠在2024年以106亿元营收、归母净利润4.08亿元，重回百亿俱乐 部。 来源丨凤凰网财经《IPO观察哨》 就在业绩回暖但还没坐稳时，三只松鼠就官宣了赴港上市。又拿下了一个"第一"——是国内首个谋求"A+H"双上市的零食品牌。 4月29日，三只松鼠市值106亿元，股价26.47元/股，较2020年最高点的股价已跌去了七成。解析招股书，三只松鼠还是三只松鼠，依赖 ...