First-hand information | What business opportunities did the Yimeishang Celebrity Festival reveal?

During the "Yimeishang Celebrity Festival", how can brands grasp the new logic of traffic and create a better new business? This article brings together 30 insightful views from industry leaders and KOLs, providing brands with insights into consumer trends, product creation, and strategies for celebrity cooperation. It is recommended for marketing professionals and brand managers to read.

Brand Laobai was fortunate to be the co-organizer of the "Yimeishang Celebrity Festival" and the host of the "Super KOL Roundtable Forum" , and had in-depth communication with many industry leaders and KOLs. In this era of change, the celebrity economy is sweeping in with unprecedented momentum , bringing unlimited opportunities to brands while also posing new challenges. At this celebrity festival, we invited many industry leaders to discuss "grasping the new logic of traffic and creating a better new business together" , and gained many valuable and insightful views.

Lao Bai carefully sorted out the essence of the conference, extracted 30 cognitive insights , and classified them into three major directions of suggestions for readers.

1. Insight into consumption trends and accurately target the target audience

1. With the rise of Generation Z and personalized experience becoming mainstream, brands need to find their unique selling points.
2. As the traffic dividend disappears, private domain management becomes a must for brands.
3. With the arrival of the era of emotional economy, sub-sectors such as emotional skin care deserve attention.
4. Xiaohongshu users focus on sincere sharing, and brands should manage their reputation with empathy.
5. Before going overseas, you should have a deep understanding of local culture and accurately identify your target audience.
6. Some countries place more emphasis on brand awareness, so when going overseas, it is important to focus on localized marketing.
7. Consumers are becoming more mature and rational, and brands need to guide them to have correct consumption attitudes.
8. Short videos need to be authentic and interesting to evoke emotional resonance, and high-quality content needs to be created by a professional team.
9. The mood in the live broadcast room is crucial, and the host must infect fans with positive energy.
10. Different platforms have different tones, and brand content should vary depending on the platform.

2. Create high-quality products and focus on brand image

1. R&D strength is the foundation of a brand and should be guided by efficacy and quality.
2. The overseas product line must be rich, and traffic-generating products, profit products, and mind products are all essential.
3. Supply chain quality is the lifeline of a brand, and it must be strictly controlled when going overseas.
4. Skin ages from the inside out, and brands need to guide consumers to face their inner selves.
5. Medical efficacy is a powerful weapon for brand differentiation.
6. Live streaming is a content product that requires continuous iteration and belief in the power of repetition.
7. Brand image requires long-term management, and we must pay attention to the experience of every touchpoint.
8. Word of mouth is the cornerstone of brand reputation, and it is necessary to gain the trust of consumers through quality and responsibility.
9. Brands must be bold in innovation and embrace change from concept to reality.
10. Brands should have a forward-looking vision, pay attention to emerging influencers and seize the initiative.

3. Join hands with influencers to achieve win-win results for all parties

1. Influencers are the key for brands to reach consumers, and brands must learn to co-create content with KOLs.
2. Influencers need to focus on special groups and be "small but beautiful" in order to survive in the long run.
3. When brands choose influencers, they should consider the degree of compatibility and not blindly follow the top influencers.
4. Influencers should dare to guide their fans to consume rationally, and saying "no" appropriately will show their sense of responsibility.
5. When celebrities transform into live broadcasters, they need to reinvent themselves and use their values ​​to awaken fans’ recognition.
6. Celebrities need to maintain "warmth" so that fans can feel the real and three-dimensional you.
7. Influencers should dare to express their demands, and brands should accept them with an open mind, and both parties should cooperate honestly.
8. Influencers should be bold in innovation and inject fresh vitality into the brand.
9. Brands should give influencers more trust and support and grow together.
10. Co-creation and win-win is the general trend. Only when brands and influencers achieve mutual success can their business be everlasting.

Only by keeping up with new consumption trends , taking consumers as the core , creating high-quality products, paying attention to brand image building, actively embracing the influencer economy, and working closely with influencers , can brands win a place in the increasingly competitive market and achieve long-term prosperity.

Author: Brand Laobai; Source public account: Brand Laobai (ID: 1075014)