At the same time, with the increase of incoming brands and the aesthetic fatigue of consumers, saturated traffic bombing, the effect is gradually declining. The person in charge of the former operation and promotion Fax List of a well-known platform said: "For new consumer brands now, if you invest 1 million a month, don't try to make a little noise. If you invest 10 million, that's just the entry." . Frankly speaking, the emergence of new consumer brands in the past two years has impacted the competitive landscape of many industries. "The so-called new consumer forces may not be in this industry originally.
Because they have mastered the traffic capacity, they have achieved explosive growth in a very short period of time through traffic delivery Fax List and the e-commerce outlet period." Analysis of Wu Xiaobo, a well-known financial writer Say. However, after the first step of the Long March, these new consumer brands found that the high cost of online customer acquisition and promotion was no longer friendly to them. The platform's customer acquisition cost proves this. Ali's financial report shows that its customer acquisition cost and single customer cost have increased by 221.2% and 150.1% respectively compared with four years ago. In the competition, new consumer brands gradually formed excessive investment in traffic tactics, and eventually fell into a vicious circle of "impacting higher traffic data, then using the data to seek financing, and continuing to invest with financing".
According to a report from 36Kr, during the financing period of a certain food brand last year, it lost money to offset a wave of sales with an input-output ratio of less than 1, "giving investors confidence", and successfully obtained Fax List a new round of investment from top foreign funds. Fortunately, some brands are even caught in the dilemma of "investing money does not work". The root cause is that the growth of online users has basically peaked, and the efficiency of pulling new ones can no longer be guaranteed under repeated coverage and dissemination.