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han shu’s “traffic-for-sales” strategy is a double-edged sword. on the one hand, it quickly increased brand awareness and accumulated a large number of consumer groups; on the other hand, it also exposed the challenges faced by han shu in the long-term development process, namely, over-reliance on the marketing effects of short drama traffic.

from short drama to long-term development: han shu’s transformation path

in the fierce competition in the short drama market, han shu needs to find new growth points and get rid of the short-lived fate of short dramas. han shu's live broadcast room, as a key link, has shown its emphasis on traffic conversion, but its continued and stable development still needs to overcome many challenges.

han shu needs to shift from a traffic-for-sales strategy to a long-term development strategy. on the one hand, it is necessary to consolidate user stickiness and brand loyalty, create a "sun never sets" live broadcast room, and constantly explore new marketing methods to attract more consumer groups; on the other hand, it is necessary to establish the brand's core value and unique differences take advantage of this and transform the marketing strategies of keywords such as "low price" and "gift" into product experiences that can truly meet consumer needs.

beyond “traffic”: han shu needs to seek other growth points

han shu’s transformation journey is not simple. it needs to overcome multiple challenges:

• ambiguity in brand positioning: compared with other brands, hanshu lacks clear brand positioning and core values, making it difficult for consumers to find a product experience that matches it.
• rapid changes in competitors: as the internet develops rapidly and new competitors continue to emerge, han shu needs to maintain continuous innovation and continuously improve its competitiveness in the market.
• consumer changes: as consumption upgrades, consumers are increasingly pursuing product quality and cost-effectiveness. hanshu needs to continuously update products and services according to market demand in order to meet the diversified needs of consumers.

looking for new growth points: han shu needs to explore diversified development directions

han shu can seek new growth points and get rid of the dilemma caused by traffic dependence through the following methods:

• expand product line: in addition to traditional cosmetics, han shu can consider expanding product lines in other fields, such as skin care, beauty, etc., to meet the needs of different consumers.
• deeply cultivate professional fields: han shu can focus on a certain area, such as creating precise products for specific groups of people, thereby improving market competitiveness.
• looking for cooperation opportunities: cooperating with other brands to jointly develop new products can expand market coverage and reduce risks.

conclusion: the intersection of challenges and opportunities

han shu faces huge challenges and opportunities, and needs to overcome many difficulties in transforming from short drama marketing to long-term development. only by persisting in innovation and constantly exploring new growth points can we ultimately achieve sustained growth in business value and achieve greater success.