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]

Core Insights - The article discusses the journey of Chai Xiu, who aimed to become the leader in the cheese market in China, successfully establishing her brand, Miaoke Landuo, but facing challenges from competitors and market dynamics [1][30]. Company Development - Chai Xiu started her business career in 1996, initially focusing on snack foods and later establishing Guangze Dairy, which became a leading brand in Jilin province with a market share of 90% [2][3]. - After recognizing the potential in the cheese segment, Guangze Dairy partnered with a French company in 2007 to acquire cheese production technology, marking its entry into the cheese market [4][5]. - In 2015, after years of preparation, Guangze Dairy made significant moves by acquiring companies and investing in advanced cheese production equipment, launching its first cheese product aimed at children [7][9]. Market Strategy - The company initially targeted lower-tier cities to build brand recognition before competing in major urban markets, avoiding direct competition with established foreign brands [10]. - A major marketing push in 2019, including high-frequency advertising campaigns, helped Miaoke Landuo capture significant market share, achieving a revenue of 12.26 billion yuan and a market share of 3.9% by 2018 [10][14]. Competitive Landscape - Following Miaoke Landuo's success, new competitors emerged, including Miaofei Foods and Cheese Doctor, both targeting similar market segments and employing aggressive marketing strategies [15][19]. - The competitive environment intensified, leading to price wars and increased marketing expenditures for Miaoke Landuo, which saw its marketing costs rise from 359 million yuan to over 1.15 billion yuan between 2019 and 2021 [20][21]. Financial Performance - Despite initial success, Miaoke Landuo faced declining market share and profitability due to increased competition and market saturation, leading to a significant drop in stock price and market value [22][23]. - In early 2025, the company reported a revenue of 12.33 billion yuan, a year-on-year increase of 6.26%, and a net profit of 823.97 million yuan, reflecting a strategic shift in its marketing and operational approach [24][25]. Future Outlook - The cheese market in China is projected to grow significantly, with the market size expected to exceed 300 billion yuan by 2025, driven by increasing consumer demand [29][30]. - Miaoke Landuo aims to maintain its leadership position in the expanding market, with ambitious revenue targets set for the next three years [27][30].

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 ...