Core Viewpoint - The concept of "competition" in the consumer goods sector has intensified, evolving from mere growth to a survival mode, affecting even niche categories that were previously less competitive [1][4]. Group 1: Nature of Competition - The essence of "competition" is characterized by oversupply and supply homogenization, driven by excessive competition on the supply side [4]. - Two main factors contribute to this phenomenon: oversupply due to a high number of competitors and the homogenization of supply, where many brands follow similar paths, leading to a crowded market [4][6]. Group 2: Brand Homogenization - The trend of brand homogenization has become more pronounced in recent years, with brands increasingly adopting similar strategies and methods, resulting in a lack of differentiation [8][9]. - The rise of e-commerce has lowered the barriers for brand creation, leading to an explosion of brands and consequently, a homogenization of brand offerings [8][9]. Group 3: Building Brand Scarcity - To escape the cycle of homogenization, brands need to focus on creating scarcity through unique brand positioning and innovative strategies [10][11]. - The differentiation of brands can be achieved by understanding the dual nature of branding: as a tool for business strategy and as a result of consumer perception [12][14]. Group 4: Positioning Theory - The essence of consumer goods business is rooted in "concept" and the competition for consumer mindshare through effective positioning [20]. - Many brands tend to adopt a simplistic approach to positioning, focusing solely on product categories, which can lead to a lack of differentiation in a saturated market [21][22]. Group 5: Multi-Dimensional Brand Image - A multi-dimensional brand image is more difficult to replicate and can provide a competitive edge, as seen in successful brands like Apple [37][38]. - Building a multi-dimensional brand requires a cohesive narrative and alignment with business strategies to create a strong brand identity [38].

Group 1 - The article highlights the significant presence of Guang'an's manufacturing industry at the 20th Western China International Expo, showcasing nine manufacturing industry chains, including intelligent connected new energy vehicles and low-altitude economy [6][7][11] - Guang'an's exhibition area covered 1,500 square meters, featuring four major sections: city overview, cultural tourism integration, industrial rise, and agricultural revitalization, demonstrating the city's recent development [8] - The intelligent connected new energy vehicle sector displayed over 30 representative products, with local companies supplying components to major brands like Tesla and BYD, indicating a strong growth trajectory in this sector [8][10] Group 2 - During the expo, Guang'an's agricultural products and cultural creative products achieved over 800,000 yuan in on-site sales, with intention to purchase exceeding 5 million yuan, reflecting strong market interest [11] - The establishment of Jiangsu Jincheng Automotive Accessories Co., Ltd. in Guang'an is expected to generate an annual output value of 1.5 to 2 billion yuan and create 600 to 800 jobs, showcasing the region's attractiveness for investment [11][12] - Guang'an's economic cooperation bureau reported that local leaders have engaged in 65 rounds of investment negotiations this year, aiming to attract more enterprises and enhance the local industrial chain [12]

来源｜ 金融界 * 本文不代表凤凰网财经观点，转载已获授权。 3月11日，"始祖鸟吊牌被炒到最高300元一张"登上微博热搜第一。根据钱江晚报、每日经济新闻等媒体报道，二手平台上出现大量始祖鸟吊牌交易，普通 吊牌售价20-50元，科技卡（如GORE-TEX面料标识）标价100-200元，而稀缺的"军鸟"系列吊牌甚至高达300元。 吊牌炒作与始祖鸟产品的稀缺性直接相关。2025年春节期间，始祖鸟蛇年限定款冲锋衣官方售价8200元，上架80件秒罄，二手平台炒至2万元。龙年限定款 也曾被爆炒至1.6万元。 据报道，一些不良卖家利用这一市场热度，收购二手户外服装后进行翻新处理，并配上收集来的正品吊牌，以新品价格出售，消费者在不知情的情况下容 易上当受骗。此外，还有人将吊牌视为一种投资品，专门收集并转卖，形成了一个独特的"吊牌经济"。这种现象不仅存在于始祖鸟品牌，其他一些高端品 牌也出现过类似情况，如奢侈品包装盒等周边产品的高价转卖。 例如，一些潮牌的限量款产品及其相关配件，往往在二手市场上被炒至高价。此外，奢侈品品牌的包装盒等周边产品，也形成了一条完整的产业链。这些 现象背后，都反映了品牌价值在消费市场中的强大影响力， ...

艰难环境下，一些新品牌依然在天猫脱颖而出：今年天猫双 11 开卖阶段，有 469 个新品牌拿下所在趋势 品类第一，比起半年前的 618 开卖阶段爆发更猛，登顶新品牌数量增长了 100 个以上。 时尚功能性服饰品牌 SIINSIIN 双 11 首日开卖 40 分钟，成交额超过去年首日全天，超级单品轻塑鲨鱼裤 单品成交额突破 3500 万元；鲜奶品牌悦鲜活双 11 首日销售额较去年同期增长 83%，仅一天的销售额就超 过去年的第一波段，押注的 0 乳糖新品 4 小时销售额破千万元；ISEE MIGGA 在与 BURTON、迪桑特等 国际一线大牌的同台竞争下，依然成为滑雪服品类 TOP 3。 天猫可能依然是最适合做品牌的线上渠道，这是大多数商家们的共识。不仅因为每天有超过 3.5 亿人会打 开淘宝天猫；也不仅因为天猫擅长营销、提供了完备的商家做生意的工具；更重要的是，品牌一直是天猫 看重且坚定要长期服务的对象。 建立对新品牌更友好的经营环境 一位在消费行业打拼多年的创业者曾告诉我们，自己每两、三年就会见证一次流量红利的爆发，期间许多 新品牌起起伏伏，生于流量、死于流量，这让他意识到 "流量跟时间根本就不是朋友"。 ...