Core Insights - The article highlights the increasing challenges faced by Chinese brands in overseas marketing due to the "ineffective traffic dilemma," which results in over 70% of brands experiencing wasted advertising budgets, with 30% of their spending yielding no results [1][2][3] - The emergence of overseas affiliate marketing platforms like impact.com is presented as a solution to this dilemma, offering precise attribution, performance orientation, and comprehensive control over the marketing chain [1][5] Ineffective Traffic Dilemma - Ineffective traffic is characterized as a "silent cost" for Chinese brands, primarily due to distorted traffic sources, chaotic attribution systems, and frequent fraudulent activities [2][3] - Traditional advertising methods struggle to identify the true quality of traffic, with nearly 40% of clicks coming from non-target users, as evidenced by a specific electronic brand's data showing only 23% of clicks matched their target demographic [2][3] - The complexity of consumer behavior across devices leads to nearly 30% of conversions being misattributed to "organic traffic," complicating marketing strategy optimization [2][4] Root Causes of the Dilemma - The ineffective traffic issue stems from inherent flaws in traditional marketing models, which prioritize volume over quality and lack rigorous control mechanisms [3][4] - Poor channel management and a lack of precise screening mechanisms result in brands relying on experience rather than data, leading to mismatches between marketing channels and target audiences [4] Solutions Offered by impact.com - impact.com provides a comprehensive solution that transforms overseas affiliate marketing from a broad approach to a precise operation, potentially saving brands over 30% in ineffective marketing costs [5][6] - The platform's three core product matrices—Performance, Creator, and Advocate—target different types of ineffective traffic issues, enhancing the quality and effectiveness of affiliate marketing [6][7][8] Key Features of impact.com - The platform offers full lifecycle control over traffic management, including cross-device tracking, intelligent commission adjustments, real-time fraud monitoring, and automated project management [9][10][11] - Specific features include a patented technology for accurate consumer journey tracking, which achieves a 98% attribution accuracy rate, and a fraud monitoring system that can detect over 100 types of fraudulent signals [9][10] Market Validation - The effectiveness of impact.com has been validated by various Chinese brands, with TikTok Shop reducing ineffective traffic from 35% to 8% and AliExpress decreasing ineffective influencer marketing costs by 52% [12] - The platform has received industry recognition, being named a leader in affiliate marketing by G2 and trusted by Chinese brands for its methodologies in managing ineffective traffic [12] Conclusion - The article concludes that as global economic uncertainties rise, the focus on refined operations is becoming a consensus among Chinese brands looking to optimize their marketing budgets [13] - Utilizing platforms like impact.com is seen as a strategic choice for brands aiming to overcome ineffective traffic challenges and achieve sustainable growth in international markets [13]

Group 1 - The 618 shopping festival has been extended to 39 days this year, starting from May 13 and ending on June 20, marking the longest duration in history [1] - Consumer behavior has shifted towards more rational and fragmented purchasing, leading platforms to focus on creating a sense of scarcity and value rather than engaging in price wars [1][8] - The introduction of new products has become a key strategy for brands during the 618 festival, with a significant increase in the number of new product launches compared to previous years [2][3] Group 2 - Beauty products have emerged as the main sales drivers during the 618 festival, with notable year-on-year growth in sales across various platforms, including a 24.9% increase on Pinduoduo [3] - Live streaming has become an essential channel for brands to launch new products, with significant sales achieved through influencer-led promotions [4][7] - The perception of 618 is evolving from a sales peak to a brand highlight moment, where companies like H&M utilize the festival for product launches and consumer engagement rather than solely for sales [6] Group 3 - The focus on value over price is becoming more pronounced, with consumers increasingly prioritizing product quality and brand values [8][9] - Brands are recognizing the importance of creating emotional and tangible value for consumers, moving away from aggressive discounting strategies [9][10] - Future strategies for the 618 festival will involve precise operations, content-driven marketing, and ecosystem collaboration to maintain consumer interest and enhance long-term brand competitiveness [10]

以下文章来源于剁椒Spicy ，作者剁椒团队 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 本文来自微信公众号： 剁椒Spicy ，作者：Mia，原文标题：《谁杀死了面包第一股？一场由山姆、 711、三只松鼠们发动的绞杀》，头图来自：AI生成 2025年第一季度财报犹如一记重锤。数据显示，桃李面包营收同比暴跌14.2%至12.01亿元，归母净 利润更是雪崩式下滑27.07%，仅剩8403.72万元，毛利率与净利率也双双跳水，创下上市以来最惨烈 单季表现。 | 单位: | | --- | | 元 币种: | | 人民币 | | 项目 | 本报告期 | 上年同期 | 本报告期比上年同期 增减变动幅度(%) | | --- | --- | --- | --- | | 营业收入 | 1, 201, 171, 488. 40 | 1, 400, 002, 318. 86 | -14. 20 | | 归属于上市公司股东的净利润 | 84, 037, 214. 32 | 115, 230, 925. 14 | -27.07 | | 归属于上市公司股东的扣除非 经常性损益的净利润 | 79, ...