新锐品牌获得最初的竞争优势后，应该如何继续突围？ 在大多数品类趋于成熟、市场空白越来越少的当下，想要让消费者接受新品类，教育成本越来越高，整个市场培育的周期在拉长。 对当下的快消新锐品牌而言，增长不再是模糊的目标，而是必须直面的具体难题。 跑得快、跑得远 既要有爆发力，又要提升品牌力、实现长期持续的经营增长，这是当下很多新品牌在建立之初就有的意识。 在会议现场，天猫快消个护行业总经理颜仲提出，新兴品牌的首要难题在于如何实现"长期品牌记忆"，而非单纯追求短期销售业绩，应将战略重心从"销 售目标"转向"消费者心智建设"，从而完成从单纯销售到品牌建设的转型。 推新周期长了怕错过风口，短了又担心产品力不足；砸钱做营销怕打水漂，不投入又难获曝光；想在成熟品类分杯羹，却被头部品牌挤压生存空间，转向 新趋品类又面临用户教育的高成本。 新锐品牌正面临着增长趋缓、竞争加剧的双重挑战，它们既需要从趋势赛道里抓住机会成长起来，同时也需要建立品牌长期经营优势。 9 月 3 日，"天猫千星计划"联合天猫宝藏新品牌、天猫快消行业举办了一场主题为"热浪新潮 向上生长"的品牌沙龙，从商家实际经营痛点出发，用可落地 的资源、可复制的路径、可量 ...

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]