Core Viewpoint - The article emphasizes that instead of blindly chasing trends, brands should focus on creating "sustainable assets" that can endure beyond fleeting attention spans [2][27]. Group 1: Brand Strategy - The current era is characterized by an abundance of trends and attention, leading many brands to fall into a cycle of chasing trends, which results in temporary visibility but no long-term growth [2][27]. - Brands should transition from being "trend chasers" to "trend creators," effectively transforming public interest into brand-specific assets [2][5]. - The case of Hai Li En illustrates how to convert trends into lasting consumer connections, breaking the cycle of being discarded by trends [5][10]. Group 2: Consumer Engagement - Hai Li En's "Cute Pet Party" event exemplifies how to create engaging experiences that resonate with consumers, allowing them to connect with the brand on a deeper emotional level [6][10]. - The brand's strategy includes leveraging popular pet themes to establish a strong emotional link with consumers, making the brand a part of their lives rather than just a product [9][10]. - The introduction of the "Cute Pet Series" was not merely a trend-following move but a strategic integration of the pet concept into the brand's identity [9][10]. Group 3: Marketing Execution - Hai Li En's marketing approach involves a comprehensive strategy that includes "flow introduction, conversion, and asset retention," creating a full business loop [15][22]. - The brand utilizes high-quality content and social media engagement to attract interest from target demographics, leading to significant online visibility [17][21]. - The "Cute Pet Party" was designed to merge experience with conversion, allowing consumers to make purchasing decisions in an immersive environment [18][22]. Group 4: Long-term Value Creation - The ultimate goal of Hai Li En's marketing strategy is to convert short-term consumers into long-term brand assets, enhancing customer loyalty and lifetime value [23][31]. - The brand's focus on community engagement and social responsibility, such as donating to animal rescue efforts, strengthens consumer trust and encourages repeat purchases [13][22]. - Hai Li En's success is reflected in impressive sales figures, with GMV exceeding 10 million and a 200% increase on the first day of the campaign [23][31]. Group 5: Brand Evolution - Hai Li En's approach demonstrates that brands can evolve from mere sellers to partners in consumers' lives by embedding emotional narratives into their marketing [29][32]. - The brand's commitment to social causes and community engagement has created a unique brand identity that is difficult for competitors to replicate [29][34]. - The long-term value generated through these efforts is not something that can be bought with advertising but is built through genuine connections with consumers [34].