Core Insights - New brands face challenges in achieving growth due to market maturity and increased competition, necessitating a shift from short-term sales goals to long-term brand building [3][5][30] - The "Tmall Thousand Star Plan" provides a comprehensive framework for new brands to address operational pain points and identify growth opportunities [3][30] Group 1: Brand Strategy - New brands must focus on building "long-term brand memory" rather than just short-term sales, emphasizing consumer mindset development [5][30] - The success of brands like Junxiaobai and Befe illustrates the importance of precise market positioning and leveraging data insights for product development and marketing strategies [9][19][30] - The "China Online Consumption Brand Index" (CBI) offers a systematic approach to evaluate new brands based on growth potential, user engagement, and brand loyalty [6][12] Group 2: Market Dynamics - New brands are navigating a complex landscape where they must balance innovation in mature categories with the high costs of user education in emerging segments [3][9] - The need for brands to avoid blind competition and instead focus on niche markets and differentiated offerings is critical for sustainable growth [24][27] - The shift from scale competition to mindset competition in the fast-moving consumer goods (FMCG) sector requires brands to adapt quickly to market trends and consumer behavior [27][30] Group 3: Operational Support - The Tmall platform provides tailored support for brands at different growth stages, facilitating their transition from initial exposure to sustained market presence [16][20] - Brands are encouraged to utilize data-driven decision-making tools to enhance their operational capabilities and refine their marketing strategies [10][19][30] - The collaboration between brands and platforms like Tmall is essential for transforming unique advantages into long-term growth [30]

Core Viewpoint - The emerging hair care brand Befe has faced backlash from fans of its newly announced spokesperson, Zhang Hao, leading to a public relations crisis and legal action against false information spread online [1][12][15] Brand and Market Context - Befe, established in 2019, focuses on scalp care and hair repair, offering products like shampoos and leave-in sprays [13] - The brand appointed Zhang Hao, a prominent member of the K-pop group ZEROBASEONE, as the spokesperson for its dry spray series, aiming to leverage his popularity for market expansion [13][14] Fan Backlash - Following the announcement, many fans expressed dissatisfaction on social media, questioning the brand's alignment with Zhang Hao's image and raising concerns about product safety and the brand's reputation [1][2][12] - The backlash escalated quickly, with fans posting comments like "boycott low-end endorsement" on Befe's official social media [2] Legal Response - In response to the negative publicity, Befe issued a statement clarifying its position and announced legal action against those spreading false information about the brand [1][11][12] - The brand emphasized that the choice of Zhang Hao as a spokesperson was part of a strategic plan developed over several months, countering claims that the decision was made in reaction to the backlash [12] Brand Performance and Strategy - Despite the controversy, Befe has established a presence on major e-commerce platforms, with significant follower counts on Tmall and Douyin, and has achieved over 10 million yuan in offline sales [14] - The brand's flagship products, including the dry spray and an avocado repair mask, have performed well in sales rankings, indicating potential despite the current crisis [14] Industry Insights - The incident highlights the dual-edged nature of celebrity endorsements in the beauty industry, where the potential for increased visibility can be countered by the risk of negative public sentiment [16][18] - Brands are advised to maintain a balanced approach to leveraging celebrity influence while ensuring product quality and brand integrity to avoid backlash [18][19]