THE GROWTH PATHWAYS OF NEW CONSUMER BRANDS IN THE DIGITAL ENVIRONMENT

Abstract

Against the backdrop of the rapid development of the digital economy and mobile Internet, new consumer brands have risen quickly by leveraging e-commerce platforms, content platforms and social media. However, they also face challenges such as the weakening of traffic dividends, rising customer acquisition costs and intensifying homogeneous competition. From the perspective of the digital environment, this study examines the growth pathways of new consumer brands on the basis of clarifying the characteristics of digital technologies and new consumer brands. The findings suggest that the sustainable growth of new consumer brands mainly depends on four dimensions: first, product innovation and a clear value proposition grounded in insights into segmented consumer needs; second, brand building centred on content production and social communication; third, an omni-channel operation mechanism that integrates public-domain traffic acquisition with private-domain user retention; and fourth, underlying support provided by data-driven decision-making and agile organizational capabilities. This study helps deepen the understanding of the growth logic of new consumer brands under digital conditions and provides theoretical reference for enterprises in formulating medium- and long-term development strategies.