This gives challenger brands an advantage that big brands just can’t match. While the platforms & growing brands are focusing on cultivating new consumer sets, bigger brands often miss out by focusing on existing markets and #trends that have already peaked.
Alibaba Group has created a whole division that’s looking for up-and-coming brands in hot categories & helping them with incubation. The platform has built in a layer that you don’t see (or find anywhere else in the world) to develop these brands.
When you work with them, they're always trying to push YOU to be a better marketer.