最直观的是营销成本失控。完美日记的增长高度依赖营销投放，营销费用率常年居高不下，甚至一度超过 60%。随着小红书、抖音等平台流量成本逐年攀升，获客成本成倍上涨，烧钱换增长的模式在资本退潮、市场冷静的背景下，失去了可持续性。
The parents of a two-year-old girl with a life-limiting illness have told of their "exhaustion" after being refused a request for respite help.
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"I feel honoured to be part of the team that can make a difference instead of watching it on TV or hearing about it… I'd rather be right in there in the fight trying to stop it."