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In-depth · Brand Case StudyHow hero-SKU strategy sustains growth: New dividends from shifting channels
How hero-SKU strategy sustains growth has been gaining momentum. Data shows that in Q1, market size grew yoy by 3.2x, and industry attention is clearly rising. This piece breaks down new dividends from shifting channels using public information and platform data.
Supply-side changes are equally visible. JOOCYEE’s layout in Shanghai, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.
On the data side, market size grew yoy by 3.2x, with month-on-month improvement through Q1. This suggests new dividends from shifting channels is a structural trend rather than short-term noise.
| Metric | Value | Note |
|---|---|---|
| Core metric | 3.2x | Q1 data |
| Brand to watch | JOOCYEE | Shanghai market |
| Outlook | Structural upcycle | New dividends from shifting channels |
For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as Shanghai; and treat compliance and data capability as the new moat.
Bottom line: how hero-sku strategy sustains growth is moving from concept to execution — new dividends from shifting channels. Brands should review strategy before Q1 and prioritise channels and segments with higher certainty.
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