谷仓洪博士：缺钱怎么做新消费品牌？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可口可乐前董事长伍德鲁夫的名言：“假如我的工厂被大火毁灭，但只要有可口可乐的品牌，<span style="color: black;">次日</span>我又将重新站起”，可见品牌的力量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">一个成功的品牌<span style="color: black;">最少</span>要做两件事儿，<span style="color: black;">首要</span>是“攻城”，占据较高的市场份额，实打实的数据；其次是“攻心”，让用户<span style="color: black;">说到</span>这个品类，就能想起你。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做品牌是一个<span style="color: black;">连续</span>“烧钱”的事情，对大<span style="color: black;">机构</span>而言都是<span style="color: black;">包袱</span>，<span style="color: black;">亦</span>不<span style="color: black;">晓得</span>烧了钱<span style="color: black;">到底</span>效果<span style="color: black;">怎样</span>；对缺钱、缺资源的初创<span style="color: black;">机构</span>和中小企业<span style="color: black;">来讲</span>，又该怎么办？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我认为从4方面入手：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>，以爆品带品牌，锁定新品类或新特性，引人注目</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第二，天<span style="color: black;">运用</span>户参与，让用户口碑相传，形成用户扩散</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第三，利用数字社交平台，经营流量，<span style="color: black;">快速</span>放大</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第四，跨界合作，寻找借势机会</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是<span style="color: black;">仔细</span>内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">01</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">品牌到底是什么？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">先总结提炼一下，品牌是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第1</span>，品牌是思想，牛逼的品牌<span style="color: black;">背面</span>都有牛逼的思想；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二，品牌是核心记忆点，需要有自己的超级符号、语言钉及视觉锤；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三，品牌是情感价值，品牌价值是消费者情感价值的总和，这种价值<span style="color: black;">常常</span>是超越<span style="color: black;">制品</span>或服务等<span style="color: black;">详细</span>功能之上的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌与<span style="color: black;">制品</span>最大的区别在于：<span style="color: black;">制品</span>是摆在货架上，而品牌存在于用户的头脑中。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌形象来自于用户对<span style="color: black;">制品</span>、企业与<span style="color: black;">运用</span>者本身种种综合性的联想，</span><span style="color: black;">它<span style="color: black;">包含</span>对<span style="color: black;">制品</span>属性的联想、对价格档次的联想、对<span style="color: black;">制品</span><span style="color: black;">运用</span>体验的联想、对<span style="color: black;">制品</span>功能与利益的联想，以及由此衍生的个性、态度、价值观的联想。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">打造一个成功的品牌是所有企业、且不管<span style="color: black;">处在</span>哪个生命<span style="color: black;">周期</span>的<span style="color: black;">一起</span>诉求。</span><span style="color: black;"><span style="color: black;">那样</span>，什么才是一个成功的品牌呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">02</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">什么才是成功的品牌？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个成功的品牌，我认为有两个维度：<span style="color: black;">第1</span>理性维度，在同类<span style="color: black;">制品</span>中<span style="color: black;">持有</span>较高的市场占有率，一个<span style="color: black;">能够</span>量化、比较的指标。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二感性维度，当用户<span style="color: black;">说到</span>这个品类时，<span style="color: black;">首要</span>浮现的是你的<span style="color: black;">制品</span>品牌。<span style="color: black;">例如</span>，<span style="color: black;">说到</span>手机就想到苹果、华为、小米，<span style="color: black;">说到</span>凉茶就想到王老吉、加多宝，<span style="color: black;">说到</span>空调就想到格力、美的等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">两个维度从<span style="color: black;">区别</span>层面，总结定义了成功品牌的特征。一个品牌之<span style="color: black;">因此</span>成功，<span style="color: black;">亦</span>有共性：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1.<span style="color: black;">持有</span>一以贯之的价值观和使命。</span></strong><span style="color: black;"><span style="color: black;">例如</span>小米“让<span style="color: black;">全世界</span><span style="color: black;">每一个</span>人都能享受科技带来的美好生活”，迪士尼的“制造<span style="color: black;">愉快</span>、<span style="color: black;">营销</span><span style="color: black;">愉快</span>”，谷歌的“整合<span style="color: black;">全世界</span>信息，使人人皆可<span style="color: black;">拜访</span>并从中受益”。以对价值观和使命的知行合一的坚守，赢得用户的认同和共鸣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2.<span style="color: black;">持有</span>能够让用户记住的素材，如标志、口号、核心图形等。</span></strong><span style="color: black;"><span style="color: black;">例如</span>王老吉“怕上火喝王老吉”，耐克的打勾标志，可口可乐的红色和字体。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3.核心<span style="color: black;">制品</span>与服务过硬。</span></strong><span style="color: black;">苹果、小米、王老吉最初都是靠一款战略单品引爆市场的，在资源不充分的<span style="color: black;">状况</span>下，<span style="color: black;">保持</span>单一<span style="color: black;">制品</span>，单一包装、单一卖点、单一品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">品牌很重要，要打造一个成功的品牌，是极其困难的。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对大企业而言，品牌推广尚有一个<span style="color: black;">连续</span>性、高投入、低转化的经营<span style="color: black;">困难</span>，那对初资源和预算不<span style="color: black;">那样</span>充足的初创企业<span style="color: black;">来讲</span>，又该怎么做一个成功的品牌呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">03</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">没钱的企业<span style="color: black;">怎样</span>做品牌？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">没钱的企业，<span style="color: black;">首要</span>资金有限、<span style="color: black;">途径</span>有限、人脉有限，其次在策略、打法上不成熟。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">根据</span>传统做品牌的思路，找知名营销<span style="color: black;">机构</span>做定位，做策略，<span style="color: black;">而后</span>投放央视、电梯、<span style="color: black;">轻轨</span>等高<span style="color: black;">理学</span><span style="color: black;">揭发</span>位，最后慢慢沉淀。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一套做下来的消耗可想而知，对资源有限的初创企业<span style="color: black;">来讲</span>，基本经受不住。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span>，资源有限型的企业到底怎么做品牌？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1.以爆品带品牌，锁定新品类或新特性，<span style="color: black;">快速</span>引人注目</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4P营销理论分别是<span style="color: black;">制品</span>、价格、促销、<span style="color: black;">途径</span>，<span style="color: black;">第1</span><span style="color: black;">便是</span><span style="color: black;">制品</span>，强调了<span style="color: black;">制品</span>力在品牌营销中的重要性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>切入，在资源不充足的<span style="color: black;">状况</span>下，<span style="color: black;">咱们</span>主张以单款爆品带动企业和品牌<span style="color: black;">起步</span>，集中所有资源打造1-2款核心<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">市场上有<span style="color: black;">非常多</span>企业都是以一款<span style="color: black;">制品</span>打透市场的，<span style="color: black;">例如</span>可口可乐、苹果、小米、王老吉等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">初期</span>苹果只做一款手机，每一次升级，都力求完美，乔布斯自豪地说：“苹果手机是世界上最完美的一款手机”，<span style="color: black;">包含</span>小米<span style="color: black;">亦</span>是以手机引爆市场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">以爆品切入是资源有限型企业成本最低，效率最高的品牌冷<span style="color: black;">起步</span>之路。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>在<span style="color: black;">制品</span>和服务越来越同质化的当下，爆品切入最有效方式是锁定新品类或新特性，在原有<span style="color: black;">制品</span>类别或旁支，开辟新的<span style="color: black;">行业</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三顿半是应用“冷翠提取、智能冻干”开创咖啡新品类的经典案例，在三顿半<span style="color: black;">显现</span>之前，中国咖啡市场是72%的速溶、18%的现磨、10%的即饮，格局相对稳定。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c3icYcL00VVOUXfSDDwK2RibTeFYCWE6TbiaUc83w5BKWPBLLAF5m4JaaibApHctSH9S1Z4pwT8m2tFyCwsrXRbWvQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>速溶咖啡<span style="color: black;">口味</span><span style="color: black;">不良</span>，现磨工艺麻烦、时间空间适配性不强，<span style="color: black;">始终</span>是行业的<span style="color: black;">隐匿</span>痛点，都<span style="color: black;">晓得</span>有<span style="color: black;">这般</span>的问题但不<span style="color: black;">晓得</span>怎么<span style="color: black;">处理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三顿半最成功的<span style="color: black;">地区</span>是<span style="color: black;">针对</span>速溶<span style="color: black;">口味</span>的<span style="color: black;">处理</span>，其独创的“冷翠提取、智能冻干”超级萃技术，最大程度的<span style="color: black;">保存</span>了咖啡<span style="color: black;">口味</span>、<span style="color: black;">鲜嫩</span>度等<span style="color: black;">区别</span>层次的细节<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">制品</span>定位“精品+速溶”，<span style="color: black;">区别</span>于<span style="color: black;">通常</span>咖啡豆，<span style="color: black;">选择</span>了质量更精的原材料；在冲泡方式上，<span style="color: black;">区别</span>于之前的热水冲泡，三顿半<span style="color: black;">能够</span>冷水“3秒速溶”，满足了<span style="color: black;">青年</span>上班族对快节奏生活的<span style="color: black;">需要</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咖啡流入中国的时间不算长，但<span style="color: black;">亦</span>有了相对成熟的现磨工艺和速溶<span style="color: black;">制品</span>，外来品牌如星巴克、麦斯威尔等<span style="color: black;">亦</span>比较多。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三顿半“冷萃提取、智能冻干”技术的应用，在众多外来及国<span style="color: black;">制品</span>牌中，开创了“超即溶精品冷萃咖啡”的新品类。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">此刻</span>市场上<span style="color: black;">已然</span>有<span style="color: black;">非常多</span>模仿者，但用户<span style="color: black;">首要</span>记住的是“超即溶精品冷萃”三顿半。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用新品类<span style="color: black;">做为</span>自己的标签是一种方式，另一种<span style="color: black;">便是</span><span style="color: black;">提高</span>原有<span style="color: black;">制品</span>的<span style="color: black;">运用</span>体验，打造新特性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2.天<span style="color: black;">运用</span>户参与，让用户口碑相传，形成用户扩散</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">资源有限企业品牌冷<span style="color: black;">起步</span>时，<span style="color: black;">无</span><span style="color: black;">那样</span>多钱做<span style="color: black;">宣传</span>投放，最有效的方式是找到100个天<span style="color: black;">运用</span>户，让用户参与<span style="color: black;">制品</span>打磨和传播，形成用口口相传的口碑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“与其让10万人说不错，不如让100人尖叫”，这100人<span style="color: black;">便是</span>天<span style="color: black;">运用</span>户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">天<span style="color: black;">运用</span>户指的是<span style="color: black;">制品</span>最<span style="color: black;">初期</span>的用户，这些人免费地花费时间，<span style="color: black;">能够</span><span style="color: black;">不顾及</span><span style="color: black;">制品</span>的粗糙和不完美，陪着<span style="color: black;">制品</span>从0.01版本<span style="color: black;">起始</span>成长，像天使<span style="color: black;">同样</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">像改装车的发烧友，<span style="color: black;">她们</span>为了汽车的一点点性能升级，<span style="color: black;">能够</span>不厌其烦地花大价钱反复测试<span style="color: black;">区别</span>的配件；小米做手机的<span style="color: black;">第1</span>步是找来100个手机发烧友，陪<span style="color: black;">她们</span><span style="color: black;">一块</span>测试还没<span style="color: black;">起始</span><span style="color: black;">研发</span>的小米rom。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">能够</span>说，天<span style="color: black;">运用</span>户<span style="color: black;">便是</span>做<span style="color: black;">制品</span>0到1的0.01，<span style="color: black;">无</span>这个群体，做<span style="color: black;">制品</span>就等于是盲人摸象，号不着脉。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，什么样的人才是天<span style="color: black;">运用</span>户呢？有<span style="color: black;">有些</span>共性，<span style="color: black;">第1</span>，爱尝试和冒险，能容忍新<span style="color: black;">制品</span>的不完美；第二，积极参与到新<span style="color: black;">制品</span>的打造中来；第三，愿意<span style="color: black;">帮忙</span>传播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单<span style="color: black;">来讲</span><span style="color: black;">便是</span>要找“XX控”、“猫奴”……，对某一事物有极度关注与热爱的人群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">天<span style="color: black;">运用</span>户磨合<span style="color: black;">制品</span><span style="color: black;">时期</span>，不适合正式推广，直到用户愿意向身边的<span style="color: black;">伴侣</span><span style="color: black;">举荐</span>，产生口碑和病毒传播点，<span style="color: black;">目的</span>用户由天<span style="color: black;">运用</span>户扩展到利益用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">利益用户<span style="color: black;">便是</span>只关心切身利益的用户，“有用”、“省钱”、“<span style="color: black;">挣钱</span>”是<span style="color: black;">她们</span>的<span style="color: black;">敏锐</span>词。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">她们</span><span style="color: black;">通常</span><span style="color: black;">拥有</span>3大特征，<span style="color: black;">第1</span>，只看钱，不关心有趣；第二，<span style="color: black;">意见</span>少，<span style="color: black;">仅有</span>当<span style="color: black;">制品</span>与收入<span style="color: black;">关联</span>的时候，才会有冲动发言；第三，保守者，对新功能和新设计持保守态度，很难从<span style="color: black;">她们</span>那里<span style="color: black;">发掘</span>新<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">制品</span>覆盖到10%以上的市场份额，说明<span style="color: black;">已然</span>被利益用户所接受，<span style="color: black;">能够</span>向<span style="color: black;">公众</span>用户大规模推广普及。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">公众</span>用户<span style="color: black;">便是</span>把某个<span style="color: black;">制品</span>当做<span style="color: black;">基本</span><span style="color: black;">必须</span>品的用户，<span style="color: black;">制品</span>的工具属性<span style="color: black;">非常</span><span style="color: black;">明显</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">公众</span>用户<span style="color: black;">亦</span><span style="color: black;">拥有</span>3个特征，<span style="color: black;">第1</span>，场景化，<span style="color: black;">仅在</span>某种特殊场景<span style="color: black;">运用</span>；第二，低频化，都是非用不可的场景；第三，<span style="color: black;">不可</span>忍，<span style="color: black;">制品</span>上的任何难用或<span style="color: black;">繁杂</span>，都会<span style="color: black;">引起</span>用户<span style="color: black;">没法</span>忍受而流失。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相比大品牌铺天盖地的“漫灌”、烧钱，挖掘天<span style="color: black;">运用</span>户<span style="color: black;">作为</span>“粉丝”，形成<span style="color: black;">牢靠</span>的用户口碑，再<span style="color: black;">经过</span>其自发的<span style="color: black;">举荐</span>、传播向利益用户、<span style="color: black;">公众</span>用户扩散，是小品牌起步最<span style="color: black;">有效</span>的途径。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3.利用数字社交平台，经营流量，<span style="color: black;">快速</span>放大</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此刻</span>这个时代对新品牌还是很友好的，数字社交平台如抖音、B站、小红书、知乎等<span style="color: black;">作为</span>新品牌<span style="color: black;">能够</span>直接与用户面对面交流的窗口。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这类平台的特点是门槛低、用户群体<span style="color: black;">青年</span>、活跃度高，容易破圈。相比传统的电视、电梯等其他媒介，这类平台不管是用户还是传播方式都<span style="color: black;">表率</span>了<span style="color: black;">将来</span>的方向。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">身边就有一个用抖音破圈的案例，谷仓有位学员做了一款微型音箱，不管是造型和音色技术等都非常完美。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>像音箱这种，普通人用可能用不出区别，不是都用来放大声音的吗？不是的，像耳机发烧友，<span style="color: black;">大众</span>总会有一部分人对某些电子器件是非常狂热和专业的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这个微型音箱<span style="color: black;">亦</span>很专业，不仅专业声乐的人<span style="color: black;">爱好</span>，用在普通场景<span style="color: black;">更加是</span>降维打击。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">这般</span>一款专业有<span style="color: black;">特殊</span>的品牌起来是<span style="color: black;">不易</span>的，<span style="color: black;">由于</span>它是个新品牌，用户不<span style="color: black;">认识</span>它的功能有多极致，体验有多好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音<span style="color: black;">供给</span>了<span style="color: black;">这般</span>一个平台，上半年听从我的<span style="color: black;">意见</span><span style="color: black;">起始</span>做抖音，<span style="color: black;">由于</span>人手精力<span style="color: black;">不足</span>，简单在抖音做了一个“开箱”测评，零零散散做下来，<span style="color: black;">此刻</span><span style="color: black;">累积</span>了3万多粉丝。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这3万粉丝都是被他的<span style="color: black;">制品</span>吸引过来，最核心、粘性最强的用户，<span style="color: black;">将来</span>可能吸引<span style="color: black;">更加多</span>潜在用户。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可见，像抖音这种用户量级大、活跃度高的平台是新品牌和用户对话最好的窗口，其次，还有小红书等平台。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小红书用户<span style="color: black;">重点</span>是<span style="color: black;">1、</span>二线城市女性，购买力、创作及分享的意愿较强，适合高决策成本、高复购的商品打造品牌效应。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c3icYcL00VVOUXfSDDwK2RibTeFYCWE6TbibibCSSNmic6GGoYrbAk0Akkb6cIyvHic1VupsFw5CgOMPUfbyBSN9sYgQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一方面，直播<span style="color: black;">增多</span>了粉丝观看时长和粘性，为变现奠定了<span style="color: black;">基本</span>；另一方面，达人的全方位种草，适合<span style="color: black;">有些</span>高成本、高复购率的商品转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">相比其他电商平台以价换量的卖货模式，小红书更利于<span style="color: black;">帮忙</span>高附加值<span style="color: black;">制品</span>教育用户心智，打造品牌效应，形成差异化竞争<span style="color: black;">优良</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>小红书的投放成本相对较低（在同类数字社交平台中），起量较容易。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷仓有一个紧密合作的小红书数据分析团队，<span style="color: black;">她们</span><span style="color: black;">研发</span>了一套基于小红书平台的数据分析SAAS软件，谷仓自己在用，<span style="color: black;">亦</span><span style="color: black;">供给</span>给加速营的学员用，<span style="color: black;">重点</span>功能<span style="color: black;">便是</span>基于小红书的数据分析和<span style="color: black;">商场</span>推广策略，感兴趣的<span style="color: black;">能够</span><span style="color: black;">经过</span>谷仓开通这个软件。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每一个</span>数字社交平台都有自己的特点，适合<span style="color: black;">区别</span><span style="color: black;">周期</span>、<span style="color: black;">区别</span>品类的品牌<span style="color: black;">选择</span>适合自己的方式运营，但有个<span style="color: black;">一起</span>的特点要牢记，哪里用户多，哪里<span style="color: black;">青年</span>用户多，哪里<span style="color: black;">便是</span>你做品牌的<span style="color: black;">地区</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4. 跨界合作，寻找借势机会</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在品牌推出初期，资源财力不足的<span style="color: black;">状况</span>下，找到其他资源强强联合，可能实现“1+1>2”效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">强强联合<span style="color: black;">便是</span>跨界合作，近几年<span style="color: black;">非常多</span>传统老字号重新焕发活力，无一都是在跨界上有发力，我们<span style="color: black;">能够</span>多留意身边<span style="color: black;">这般</span>的资源。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>，<span style="color: black;">日前</span>正在崛起的寿全斋红糖姜茶，寿全斋是创立于1760年的老字号，300年的历史，有成功自制的<span style="color: black;">各样</span>丸、散、膏、丹，精制饮片等，据记载有11门类405个品种，还有研制的30多个“姜茶配方”被<span style="color: black;">叫作</span>为“生暖良方”。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c3icYcL00VVOUXfSDDwK2RibTeFYCWE6TbgTRTTL8maLL14dzmQ8eE0HSdwIpdXUP12Po15JwSPJ12Q5Ef0F6c0w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">换句话说，<span style="color: black;">制品</span>“资产”丰厚。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>寿全斋最大的问题是<span style="color: black;">青年</span>用户不知道，<span style="color: black;">或</span>更大范围内的用户不<span style="color: black;">晓得</span>，“姜茶”、“药食”……这些离<span style="color: black;">她们</span>太远了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">寿全斋的“出圈”变化应该从2014年算起，老字号注入<span style="color: black;">鲜嫩</span>血液，采用的<span style="color: black;">青年</span>团队运营，把经典配方的“姜暖方”糅合中医药食的理论，专注<span style="color: black;">开发</span>以姜为核心的草本健康膳食，完成<span style="color: black;">制品</span>定位的更新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">在营销推广上向<span style="color: black;">青年</span>人靠近，线上直播、社群<span style="color: black;">媒介</span><span style="color: black;">宣传</span>投放、影视剧冠名<span style="color: black;">移植</span>、IP跨界合作、户外<span style="color: black;">宣传</span>投放等等，吸引了一票<span style="color: black;">青年</span>用户的关注。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在2020年的双十一，寿全斋再次拿下淘系“姜汤”类销量冠军，连续三年稳居淘系“姜汤”类目销冠，<span style="color: black;">能够</span>说寿全斋的“变身”是相当成功的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此刻</span>像寿全斋<span style="color: black;">这般</span>的区域老字号还有<span style="color: black;">非常多</span>，老字号之<span style="color: black;">因此</span><span style="color: black;">作为</span>“老字号”，<span style="color: black;">必定</span>在哪方面资产<span style="color: black;">尤其</span>丰厚，<span style="color: black;">亦</span>许是<span style="color: black;">制品</span>、<span style="color: black;">亦</span>许是品牌、<span style="color: black;">亦</span>许是<span style="color: black;">途径</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">找到<span style="color: black;">这般</span>的老字号合作，输入新元素，相当于站在巨人的肩膀上，事半功倍；<span style="color: black;">做为</span>老字号，要<span style="color: black;">重视</span>市场的变化，跨界吸纳新元素，去到<span style="color: black;">青年</span>用户的群体中。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国外品牌<span style="color: black;">亦</span>是<span style="color: black;">能够</span><span style="color: black;">思虑</span>的资产，这些品牌进入国内市场较早，<span style="color: black;">然则</span><span style="color: black;">由于</span>国内市场的发展<span style="color: black;">显出</span>有些落伍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>某些国<span style="color: black;">外区</span>区自带某些品牌印象，<span style="color: black;">能够</span><span style="color: black;">思虑</span>拿过来用，<span style="color: black;">例如</span>提起德国、日本<span style="color: black;">制品</span><span style="color: black;">便是</span>匠心、工艺极致，提起法国、瑞士<span style="color: black;">制品</span><span style="color: black;">便是</span>审美一流、浪漫。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">与<span style="color: black;">这般</span>的品牌跨界合作，<span style="color: black;">能够</span><span style="color: black;">得到</span><span style="color: black;">基本</span>的品牌认知势能，加固品牌印象。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">借助大平台的技术，<span style="color: black;">亦</span>是个办法。赛力斯汽车可能不少<span style="color: black;">伴侣</span>都<span style="color: black;">无</span>听说过，<span style="color: black;">选择</span>华为的车机系统、音响系统、DriveONE电驱动系统、中控HiCar等，除了直接采购的硬件，其余的基本都是采用华为的。</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c3icYcL00VVMAlDX08AxQqPOH3B3OsCyBNR52ENoZ4tH0HicQ3BVyxWSaiaDguWY6GFuAibNQGTx0YvOeXH3b6vNTw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">华为给人的印象<span style="color: black;">始终</span>是高科技的<span style="color: black;">表率</span>，赛力斯直接打出“华为智选”的品牌，巧妙借势了华为的品牌势能。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">资源有限的企业做品牌从来都是个“巧妇难为无米之炊”的事儿，<span style="color: black;">然则</span>要记住，再难这件事情<span style="color: black;">亦</span>必须做，<span style="color: black;">由于</span><span style="color: black;">制品</span><span style="color: black;">仅在</span>货架上，而品牌可能在用户的脑海里。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span><span style="color: black;">亦</span>不必“为无米之炊”难过，<span style="color: black;">由于</span>隔壁有米的人可能<span style="color: black;">由于</span>做品牌的思路不对、效率低下，把柴快烧完了，依然没把饭煮熟。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">集中资源办大事儿，<span style="color: black;">第1</span>，爆品切入，锁定新品类或新特性，<span style="color: black;">得到</span><span style="color: black;">基本</span>品牌势能；第二，天<span style="color: black;">运用</span>户参与，口碑相传，为品牌增势；第三，利用数字社交平台，<span style="color: black;">快速</span>放量，让品牌站上风口；第四，跨界合作，寻找借势的机会，实现品牌破圈。</span></p><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷仓<span style="color: black;">近期</span>新建了「企业高管学习群」，不<span style="color: black;">按时</span>往里发<span style="color: black;">有些</span>最新的认知及做爆品之道，有兴趣的<span style="color: black;">朋友</span>，可扫码，经审核入群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
你的努力一定会被看见，相信自己，加油。 期待与你深入交流，共探知识的无穷魅力。
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