Aoyama Capital Ai Xiao: Marketing channels change rapidly, and the routines of Internet celebrity products should not form a model

October 14 news, October 13, the first REAL technology conference hosted by Interface News was held in Beijing. At the conference, in the roundtable discussion session of "Domestic Products are in the Right Tide", the guests discussed the current domestic product fever among young people.

Zhao Ran, president of Qianxun Holding Group, believes that there are three dimensions of domestic product fever. First, the changes in large retail channels, including the changes in media channels, such as Douyin, Kuaishou, and Xiaohongshu. In the past, everyone was just some decentralized media, and the link for brands to reach consumers was single and limited, but now it is a decentralized media, and there are more possibilities and opportunities for brands to reach consumers.

Second, live broadcasting is relatively closed, full of interaction and trust, making marketing and sales one, which can help good brands achieve the purpose of consumers to buy goods. Third, there are changes in the generations of young people, and the pursuit of international brands and foreign brands by a new wave of consumers is not as high as that of the older generation of consumers.

Talk about the current model and routine of internet celebrity products. Xu Yiwei, a partner at GSR Ventures, said that many products are in the same category and have similar prices, resulting in a very low rate of consumer repurchase and recommendation to others, indicating that users have requirements for product quality and quality. Especially for overseas products, the quality of products should be better.

Ai Xiao, vice president of Tsingshan Capital Investment, talked about the rapid changes in product channels and marketing methods, resulting in a product using a set of ways to make products into Internet celebrities, but after six or seven months, the method will not work. "In a short period of time, you can see some of the playing styles and routines of the Internet celebrity products, but if you make your own model and path, it is very dangerous." After all, it is becoming more and more difficult to break through products by relying on traffic. ”

Talking about the future opportunities of the new consumption track of domestic products, Ai Xiao said that investors generally look for opportunities from various changes, one is the structural change of the direction of the industry; the second is the change of new technology and supply side; and finally, the change of new demand, such as the change of the demands of Generation Z consumers, and the change of dialogue with the brand side.

Author: Zhao Chenxi