Moat The focus of this stage

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The purpose of crossover and brand co-branding is to break the boundaries of categories, and the core of crossover is also to attract new traffic. At this stage, the amplification of brand actions will bring more general traffic. Therefore, the integration of brand, effect and sales has entered a critical stage. If the integration of brand, effect and sales is not achieved at this stage , the traffic brought by the brand's cross-border, joint, advertising and public relations will not be converted into sales growth.


Phase 1: Running Effect Stage 2: Product Promotion Phase 3: Running in One Stage 4: is on breaking the circle and attracting new customers among the O and A1 groups: Attract new customers within the category : users who are interested in competing products or the same category Attract new customers from similar products: Analyze the overlap between the customer groups of this product and similar products, and conduct targeted marketing for customers number database who have similar products performing well but for whom this product needs to be improved. Attract new customers across product categories: Compare with your own 5A customers to see which product categories have higher TGI besides your own product , and target the corresponding industry groups with the product . Attract new customers by using the scene crowd: Based on personalized demands, we can tap into the scene crowd with a high overlap rate and large scale with the 5A crowd.



From " arithmetic growth " to " exponential growth " , when a brand reaches a certain stage of growth , it will encounter diminishing marginal utility. There is often only one reason, which is also a fundamental lesson that is often overlooked, that is, insufficient brand power. In the entire brand life cycle, and only at this stage, brand power becomes extremely important. In particular, when growth is sluggish, we need to increase new customers externally and break through the circle; internally, we need to drive repeat purchases and improve conversions. Attracting new customers is a constant action, and breaking through the circle is the goal.