Core Insights - The "Xiamen Gang" has become a prominent name in the beauty industry, with many brands looking to adopt its strategies for channel and content operation [1][2] - The Xiamen Gang consists of companies deeply rooted in Xiamen, focusing on beauty and health, known for producing high-margin products and creating replicable white-label hits [1][2] - Despite the initial success, many brands attempting to replicate the Xiamen Gang's strategies in other regions have faced challenges and failures [3][4] Group 1: Industry Trends - The beauty industry is experiencing intense competition, prompting both established and emerging brands to learn from the Xiamen Gang's live-streaming e-commerce tactics [2] - The Xiamen Gang's approach has led to significant sales, with brands like 温博士 and VC achieving sales of 5 billion and 3.5 billion respectively in early 2024 [9] - However, rising traffic costs and stricter platform regulations have made it difficult for many white-label brands to maintain profitability [10][11] Group 2: Challenges and Transformations - The Xiamen Gang is undergoing significant changes, with leading companies like 海尼 and 跑红 focusing on brand transformation and reducing reliance on aggressive traffic spending [5][32] - Many workshop-style studios are diversifying into new sectors like education and health, seeking to replicate past successes in less competitive markets [6] - The shift in consumer behavior and increased scrutiny from platforms have led to a decline in the lifecycle of white-label products, with many failing to sustain sales momentum [16][17] Group 3: Brand Development and Strategy - The Xiamen Gang is increasingly prioritizing brand development, hiring brand consultants and reducing reliance on traffic-driven models [5][35] - Companies are investing in product quality and supply chain improvements, with some establishing their own research and development facilities [40][41] - The focus is shifting towards creating compelling content and leveraging KOC (Key Opinion Consumers) to enhance brand visibility and consumer trust [27][31] Group 4: Market Position and Future Outlook - Despite the challenges, there is a strong determination within the Xiamen Gang to establish respected brands, moving away from the "quick profit" mentality [46][47] - The transition to brand-focused operations is seen as a long-term strategy, with companies willing to invest in building a sustainable business model [46][47] - The Xiamen Gang's ability to adapt and innovate in response to market changes may lead to the emergence of successful beauty brands in the future [47]

毕业后，柴琇进入商业系统的国企工作，改革开放劲风吹拂，身边每天都有人发家致富。长白山里长大的她总觉得自己能做出点儿事业，于是1996年下海 经商。 柴琇的生意从代理贵州土豆片等休闲食品做起，有一定积累后开了家面包加工厂。2001年，毕业于吉林农大畜牧专业的崔民东认为，乳业会有很好的机 会，两人于是成立了广泽乳业，从澳洲引进奶牛，自己种植饲料喂养，很快在吉林乳制品中脱颖而出。 短短几年，"广泽牛奶，新鲜到家"的广告语就在吉林家喻户晓，产量一度占到省内乳制品企业总和的90%，成为吉林乳品的第一品牌，取得了过亿的销售 额。 柴琇一直有个"第一"的梦想，"不管多小的赛道，我就想要成为中国第一。" 她用五年时间，布局、启蒙市场，把奶酪做成一个热门赛道并成为中国第一，却也遭遇了巨头、外资和行业新秀的前后夹攻，陷入大起之后大落的困局。 快速成王 上世纪80年代末，美国动画片《猫和老鼠》在中国各地方电视台播出，片中汤姆猫和老鼠杰瑞争夺不休的，是一块蜂窝造型的奶酪，这让荧幕前的孩子， 乃至成人都很好奇，"奶酪"到底有多好吃？ 当时，吉林人柴琇正在省城长春上大学，也同样不知奶酪的滋味。 拿下吉林第一的柴琇，想把广泽做成全国品牌， ...

文 / 袁一音 4 月 9 日，广告行业迎来重磅收购，在竞争多年之后，梯媒赛道霸主分众传媒斥资 83 亿元收购梯媒另一头部玩家新潮传媒，创下 中国户 外媒体并购案史上 数额之最。 电梯的优势 近些年，许多爆款品牌和营销语，如儿歌轰炸的妙可蓝多、霸屏的简醇零蔗糖酸奶，登顶童鞋品类的泰兰尼斯，都借助了电梯场景这个超 级加速器，成为经典案例。 走进任何一座写字楼的电梯，白领们都会放下手机，抬头凝视这些广告。这不是偶然，而是现代人对抗信息焦虑的一种本能选择。 凯度的研究揭示了一个反直觉的真相：在号称万物互联的时代，电梯这个物理空间竟实现了 79% 的触达率，比精心设计的互联网广告高出 数倍。这并非算法推演的虚拟覆盖，而是 5 亿都市人群每日必经的真实轨迹交汇。 整个广告界陷入哗然 —— 83 亿，几乎可以把中国的公交车广告、候车亭广告、机场广告、地铁广告、高铁广告五大户外广告龙头全部收 购，为何分众却只买了一个同赛道的新潮？ 实际上，这场收购，不仅意味着线下流量版图重构，更揭示了广告行业的底层逻辑裂变 ——在互联网平台陷入"精准内卷"时，梯媒的"饱 和攻击 + 社会共识"正在成为品牌跳出流量竞争的关键。 今天，我们就 ...