Author | Wu Jiaoying Editor | Jin Yufan The excitement of the new consumption track has reached a new height in the first half of 2021.

The intensity of investment and financing is unprecedented, Internet celebrity brands are blowing out, and competition for the “first share” is fierce. At the same time, the frequency of “turnovers” is not low.

Cotton Times, which sells cotton soft towels, Ubras, which sells underwear, and Cha Yanyuese, which sells milk tea, all want to capture female consumers, but they all fall back on eye-catching "creative" marketing ads because they are suspected of being offensive to women.

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Yuanqi Forest, which promotes "zero sugar", actually contains sugar, Zhongxue Gao, which promotes high-end products, is mediocre, and Xiaoxian Stew, which promotes health and nutrition, has been repeatedly questioned. Food and beverage brands have all fallen for false propaganda.

Bubble Mart, the "first blind box stock", Perfect Diary, "the light of new beauty domestic products", and Nayuki's Tea, the "first stock of milk tea", all competing for IPO, "died" after listing, and their stock prices continued to rise.

Falling, the market value continues to shrink.

Is it the fate of new consumer brands to grow up amid doubts and move forward while "turning over"?

The root cause is that new consumer brands are copying a set of Internet celebrity tactics in batches: selecting categories, telling stories, positioning high-end, and a three-piece marketing package of "anchors bringing products + KOL planting + celebrity endorsements".

However, the fierce and urgent tactics of Internet celebrities not only expose the shortcomings of the brand, but also make consumers sober and no longer easy to be "routine".

At the same time, when new consumer brands enter the post-Internet celebrity era, problems such as low repurchase rates, high degree of homogeneity, and high pressure on corporate organizational management are gradually emerging. Whether they want to be an Internet celebrity or want to stay popular, everyone wants to be in the market.

Find a set of feasible methodologies from successful or “fallen” pioneers.

Some people are engaged in scale wars, some are obsessed with GMV sales, and some are imitating the concept of Yuanqi Forest. The new consumption track driven by capital is still moving forward in a continuous brand melee, and it seems that it will still be difficult to cool down in the short term.

If the key word for new consumer brands in 2020 is "Internet celebrity", then in the first half of 2021, the key word for Internet celebrity stories will be "rollover".

Looking back at the "rollover accidents" of Internet celebrity brands in the past six months, we can find that most of the problems lie in marketing. Among them, the most controversial ones involve false propaganda, and are suspected of being offensive to women and gender discrimination.

Cotton Era, a popular lifestyle care brand during the epidemic, released an advertisement video for makeup remover wipes in January this year. A young woman was followed at night. When the stalker approached, the woman took out the Cotton Era wipes to remove her makeup and "changed her face."

”, scaring off the stalker.

This advertisement was accused of being based on women's fears and was suspected of advocating the "original sin theory of appearance."

China Women's News commented on this that the majority of offended female consumers will not pay for the insulting "creative".

Not long after, the marketing copy of the new underwear brand Ubras involving gender topics also "overturned".

A promotional copy jointly produced by Ubras and talk show artist Li Dan reads: Equipment that allows women to easily win in the workplace.

This copy was accused of being offensive to women, "too malicious", and suspected of violating the advertising law, because the advertising law stipulates that "advertising spokespersons shall not recommend or certify products that they have not used or services that they have not received."

Coincidentally, Chayanyuese, an internet-famous tea brand from Changsha, was also scolded on trending searches in February for allegedly objectifying women.

The advertising slogan on the surrounding mugs is "There are many beauties who come to Chayan to buy milk tea. If you happen to meet one, you can whisper to our friends: I picked up a basket", as well as the words "Guan Ren" on the tea bag packaging.

"I want it" are all accused of mistaking "being smart" for creativity, objectifying and disrespecting women.

In order to create selling points, the use of "concept cards" leads to "rollover" incidents suspected of false publicity, which mostly occur with food and beverage brands.

Immediately afterwards, an administrative penalty was exposed against the "Internet celebrity" bird's nest brand Xiaoxian Stew, saying that the 10 indicators promoted by Xiaoxian Stew on the product parameter interface, including ready-to-eat bird's nest raw materials, dry bird's nest content, product origin, and food additives, were inconsistent with the truth.

The situation was inconsistent and was deemed to be false propaganda.