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一个时代成就一代人。该休养的时候就要休养

年货钉子户脑白金，盯上瑞幸饭碗

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{"i18n":{"language":"zh_CN"},"detailType":1,"isChannel":false,"data":{"magic":2,"id":398216513630696,"tweetId":"398216513630696","gmtCreate":1738243550466,"gmtModify":1738243551559,"author":{"id":3454759410924762,"idStr":"3454759410924762","authorId":3454759410924762,"authorIdStr":"3454759410924762","name":"iclass","avatar":"https://static.tigerbbs.com/292d4e60a5ce2987ce88ee9ecd12a077","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":9,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":17,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"html":"<html><head></head><body><p>一个时代成就一代人。该休养的时候就要休养</p></body></html>","htmlText":"<html><head></head><body><p>一个时代成就一代人。该休养的时候就要休养</p></body></html>","text":"一个时代成就一代人。该休养的时候就要休养","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://laohu8.com/post/398216513630696","repostId":2507645101,"repostType":2,"repost":{"id":"2507645101","kind":"highlight","weMediaInfo":{"introduction":"科技商业观察家。微创新提出者。","home_visible":1,"media_name":"金错刀","id":"1023100042","head_image":"https://static.tigerbbs.com/bd95e24719f249c0bbc96822817a73e4"},"pubTimestamp":1738208580,"share":"https://www.laohu8.com/m/news/2507645101?lang=&edition=full","pubTime":"2025-01-30 11:43","market":"sh","language":"zh","title":"年货钉子户脑白金，盯上瑞幸饭碗","url":"https://stock-news.laohu8.com/highlight/detail?id=2507645101","media":"金错刀","summary":"20年前，脑白金光在春节假期期间就能卖出8.2亿元。2024年12月，脑白金咖啡实验室在巨人网络园区中成立，创始人史玉柱到场助阵。从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。","content":"<html><body><div><p><img src=\"https://static.tigerbbs.com/69dbd9ef6abb4534a540146a76ba0e5f\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>文/ 金错刀频道</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>点击这里边听边看</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/195aad4eb7ce4dd8a2db962711c8ef6c\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>说到过年送礼，很多人第一时间就会想到这么一句广告语：</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>今年过节不收礼，收礼就送脑白金。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>这句洗脑消费者20多年的广告语，已经深深刻在了大家的DNA里。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>20年前，脑白金光在春节假期期间就能卖出8.2亿元。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>时过境迁，当代消费者已经对脑白金不再感兴趣，脑白金似乎也已经销声匿迹了很久。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>直到这个冬天，脑白金突然携带全新的产品回归视野，</span><span>而这次他们瞅准的人，不是需要“年轻态”的爸妈，而是还有不到一周就要回去上班的年轻人。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2024年12月，脑白金咖啡实验室在<a href=\"https://laohu8.com/S/002558\">巨人网络</a>园区中成立，创始人史玉柱到场助阵。</span></p><p><img src=\"https://static.tigerbbs.com/1ec60e1898794b46b4fcbcace5a14428\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在此前，脑白金咖啡已经以快闪店的形式在上海亮相两次，每次都引起了大量关注。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>除此之外，脑白金咖啡也已经悄悄开启了线上销售，在电商平台，脑白金冻干咖啡、挂耳咖啡等产品应有尽有。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然还没大张旗鼓地开店，但史玉柱对脑白金咖啡的期望却很高：</span><span>“成为互联网公司园区咖啡的天花板。”</span></p><p><img src=\"https://static.tigerbbs.com/9482d3c19cf245e69a1514bb9d278b6f\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金和咖啡，两个看似风马牛不相及的产品突然被联系在了一起，让不少人惊掉下巴。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但其实，做咖啡是脑白金一次无奈的豪赌。</span></p><p><img src=\"https://static.tigerbbs.com/ae0857a506eb49e3952ecaaea3cb8625\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span>老头收割机，来抢瑞幸生意</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>说到脑白金，它的最大功效就是让老年人睡个好觉。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而咖啡，则是年轻人用来“强行开机”的续命饮料。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>那助眠的脑白金，结合提神的咖啡到底会玩出什么新花样，实在让人好奇。</span></p><p><img src=\"https://static.tigerbbs.com/f4b948402ef3496cb396f2f887441637\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但作为深受脑白金广告洗脑的一代人，看见这个标签不禁会感到疑惑：</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>咖啡赛道如此之卷，脑白金咖啡能凭什么突出重围呢？</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其实，脑白金咖啡在下赛道之前，就给自己找准了两个突围的方向。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第一个方向，就是从咖啡本身入手。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然长得像瑞幸，但脑白金咖啡明显不愿意和瑞幸共同掺和9.9赛道的平民咖啡玩法。</span></p><p><img src=\"https://static.tigerbbs.com/60bb876dbd3e4b5c88a230d4c33ff69c\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>它选择了脑白金深埋在消费者中的价值锚：</span><strong><span>健康。</span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>保健咖啡并不稀罕，之前<a href=\"https://laohu8.com/S/600085\">同仁堂</a>就靠着中药+咖啡的噱头，尝试了一把网红的滋味。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但相较于同仁堂的佛系，脑白金这次显然是有备而来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在内测会上展示的产品中，脑白金主打的就是一个中药材+咖啡。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其中不光有枸杞、红枣这类大众食补药材，还有黄芪、人参等等药劲儿较大的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>此外，除了传统中药材，脑白金还没有错过其余健康食品的赛道。</span></p><p><img src=\"https://static.tigerbbs.com/9f1c0c82a12b4fc7871dceee060fdb8d\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如喝了不怕失眠的“低咖啡因”咖啡，以及添加了益生菌的咖啡等等。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，</span><span><strong>脑白金咖啡的第二个方向，就是从开店地址上拿捏年轻人。</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金咖啡选择的赛道是“园区咖啡”，顾名思义，就是专门开在各大园区里，供园区上班的白领打工人消费的咖啡品牌。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然这个概念并不多见，但这一赛道其实早就非常拥挤。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>主打便宜大碗的库迪、瑞幸早就在各大写字楼之间杀得面红耳赤，除了这两者之外，还有仗着Wifi和办公桌的<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>，以及主打咖啡师手作的Manner。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/4d50917e52a24f2cb46b5b135fef8019\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>想要在这些卷王中卷出一席之地，脑白金咖啡光有“养生”噱头恐怕还难以立足。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是脑白金咖啡的品牌负责人，还给自家咖啡赋予了一个新理念：用游戏研发的创新理念打造。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管很难说明咖啡+游戏到底是什么玩法，但是根据介绍，脑白金咖啡是想营造一种和游戏有关的“生活方式”，借此来打动年轻消费者。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>只不过，脑白金咖啡虽然噱头十足，但未来场景并不明朗，最大的阻力其实很明显：</span><strong><span>价格战。</span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>咖啡虽然是近几年最热的赛道，但在经过两大巨头库迪和瑞幸持续常年的9.9元拉锯战后，行业可谓是异常地卷，就连星巴克都处在出局边缘了。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/a9739e1b8e384c059364ecfeee8e7154\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而新入局的脑白金咖啡，尽管有着“养生”优势和清晰的定位，但均价20元左右的售价，确实很难和瑞幸、库迪硬刚正面。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>并且有一些消费者表示，脑白金咖啡的性价比甚至不如一些老牌的网红速溶、挂耳咖啡，没什么竞争力。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>野心满满的脑白金咖啡，开局就是困难模式。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/d175255b939540068bbe8e83e19d3c87\" ui=\"\" var=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><strong><span>赛道越卷，史玉柱越兴奋</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不少人都把脑白金做咖啡视作“玩票行为”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但即便是玩票，还是引得史玉柱本人站台，并且立下“做园区咖啡天花板”的目标，背后野心昭然若揭。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其实，脑白金执意打造咖啡品牌，最主要的动力是脑白金的年轻化执念。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>史玉柱的上一个爆品脑白金可谓出道即巅峰，上市的第二年销售额就高达13亿，更是连续16年霸占中国保健品销售榜榜首。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/c28bf39ba1284becad81c35bf54a5899\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过脑白金叱咤风云十多年，还是没能逃过时代的大浪淘沙。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2015年，脑白金已成了强弩之末，不仅在次年不再公布销量，就连洗脑的广告也彻底销声匿迹，很显然，老年市场已经不吃这一套了。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但史玉柱敏锐地意识到：过去在“魔音贯耳”下长大的90后，如今已经到了该养生的年纪。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是在2022年，脑白金突然回归，打出了针对年轻人的保健品牌“脑白金+”。</span></p><p><img src=\"https://static.tigerbbs.com/67fa718f87dd49e9acee433ad9f4bd68\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金+旗下的多款产品，直打当代年轻人的养生痛点，比如助消化的“大口7”、提升精力的“活力8”、助眠产品“睡好9”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管脑白金痛点打得到位，还用上了自以为年轻化的谐音梗，但受限于年轻人的“刻板印象”，脑白金+始终没有在年轻人群体中打开销路，甚至连水花都见不到。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而本次的“脑白金咖啡”正是脑白金+旗下最新打造的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>毕竟“脑白金做咖啡”的噱头，要比“脑白金做年轻保健品”听上去要更为反差，更吸睛。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就算脑白金咖啡在日后没能形成规模，但是凭借这么一折腾，脑白金+也算是市场上引来不少关注。</span></p><p><img src=\"https://static.tigerbbs.com/cafbe1558cbf4a35986ae6302c0d4dbd\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>至于为何脑白金选择最卷的咖啡赛道入手，这还得算是史玉柱的创业惯性。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>作为90年代最著名的头部富豪之一，史玉柱的创业经历跌宕起伏，总结一下就是：</span><span><strong>敢跨界，但都能爆。</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>早在1988年，史玉柱就通过打造M-6402汉卡赚到了第一桶金，成立了巨人网络，登上了90年代的中国富豪榜。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有钱之后，史玉柱难免有些飘，随即在珠海打造中国第一高楼巨人大厦，但集团陷入财务危机，大厦也成了史玉柱的滑铁卢。</span></p><p><img src=\"https://static.tigerbbs.com/0919b41810e04a109d5f443610ea0631\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管史玉柱的老本行电子科技行业在当年发展迅猛，但是他却把东山再起的赛道押到了自己从未涉足过的保健品生意上。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>很快，脑白金横空出世，带领史玉柱和巨人集团迎来了事业第二春。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>可能是预判到了脑白金终有一天会过气，史玉柱在2004年前后又把战线开到了新领域：网络游戏，打造了现象级网游《征途》。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>除此之外，史玉柱还进军过白酒行业，推出过“征途黄金酱酒”，跟茅台抢生意。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>很容易发现，史玉柱每次选择的新赛道都有两个特点：</span><span>一是和上一份行业风马牛不相及；二是闯入期正值赛道最卷的时期。</span></p><p><img src=\"https://static.tigerbbs.com/895939498b6a45fb9b573a34f49f0d4f\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如在脑白金诞生的90年代末，正值保健品行业集体爆发的年代，养生堂、权健等保健品巨头都是在当年开始集中发力的。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如今闯入咖啡赛道，也正值整个赛道斗争最白热化的时期，这无异于也是一次“豪赌”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但如今的创业环境相比90年代和世纪初，明显更卷、更玩命。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就光在咖啡赛道，除了史玉柱的巨人集团外，还有同仁堂、中国邮政、蔚来汽车等诸多同样“风马牛不相及”的品牌跨界而来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>大风浪中，不怕大起大落，就怕默默离场。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/01e808c2691c423696820b8e40905cf8\" ui=\"\" var=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong>老品牌的新赛道，越走路越险</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金开始卷咖啡，看上去令人摸不着头脑。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但是经过“跨界狂人”史玉柱的种种行为来看，不难看出老品牌在自身发展陷入泥潭之后，做出的两种破局方法。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第一，就是像脑白金一样开辟新赛道。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>老品牌之所以“老”，一是因为成立年份时间长，二则是因为产品、营销跟不上当下市场需求。</span></p><p><img src=\"https://static.tigerbbs.com/78c7601bbb6d41839db4bcb5ce9f30c3\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是，不少品牌寄希望于通过打造年轻化的新产品，为企业寻求新的增长点。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如脑白金就是发现，让消费者兴趣重新回归经典产品的概率不大后，才开始换个赛道继续卷。</span></p><p><img src=\"https://static.tigerbbs.com/80e5326aa5ff46da953b0c6d02a173e1\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而辣条界一哥卫龙，也是在消费者对辣条的兴趣逐渐衰弱之际，陆续推出了主打低热量的魔芋爽、素毛肚等产品，靠新产品再次支撑了起来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第二，就是通过“年轻化”的营销手段来吸引眼球。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>北京老字号茶房吴裕泰，在近几年频频通过抹茶冰激凌出圈爆火。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>吴裕泰显然是不想通过这款冰激凌成为第二个钟薛高，它的最终目的还是吸引人们对吴裕泰的其余产品感兴趣。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/a0ffb4a9cb134856b3eb363e817f34dc\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在冰激凌出圈后，吴裕泰旗下的花茶等亲民茶饮销售额水涨船高，在2022年全年销售额突破10亿，算是一次“新网红带动老字号”的成功案例。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但年轻化并不是谁都能走通的一条“险路”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就在不久前，茅台过去花极大精力打造的年轻化新品茅台冰淇淋宣布停产，多家店铺关闭。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>前前后后折腾了两年，茅台既没有把茅台冰淇淋打造成新的业务增长点，也没有把消费者的兴趣引回到茅台酒身上。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>究其原因，市场对茅台酒过于固化的印象，以及天然和年轻人“绝缘”的产品性质，导致了茅台整体年轻化的滑铁卢。</span></p><p><img src=\"https://static.tigerbbs.com/9ae40eaf8cb646d49d13b5598c380c42\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>所以说，不管是寻找噱头，还是寻找新的赛道，老品牌想要在新时代突出重围，都有一个必要条件：</span><span>产品力本身得足够强。</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" var=\"\" yahei=\"\"></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有许多老品牌之所以能“年轻化”成功，本身靠着的是自己跨时代都能打的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>天津人的童年回忆郁美净，在这几年重出江湖后，无论销量还是口碑都有着可圈可点的成绩。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有很多人认为，郁美净之所以能够年轻化成功，是靠着“董事长直播间跳舞”等博人眼球的营销手段完成的。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但实际上，郁美净在成功赚到了流量和噱头之后，能够靠自己足够好的产品与性价比，把流量转化为真金白银的销量。</span></p><p><img src=\"https://static.tigerbbs.com/6a09f47fa66d44ce9ded85ea94c04608\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而正处在“转型期”的脑白金，如果光凭借脑白金咖啡带来的噱头，其实并不能实现真正意义上的重获第二春。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>毕竟脑白金作为20年前的大爆品早就过时，无法在新时代重现辉煌。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如今脑白金进入咖啡赛道，如果抱着“玩一玩，吸引眼球”的态度去做的话，很可能最后还是竹篮打水一场空。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><span>对于功成名就的品牌来说，“年轻化”并不是简单的玩票而已。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span><span>不管是跨界还是年轻化，都是一次新的创业。</span></span></strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><em arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><em><span>图片来源于网络，侵权请联系删除</span></em></span></em></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>@The End</span></strong></p><p><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>本篇作者 </span></strong><strong><span>| </span></strong></span><span>宸希 </span><span><strong><span><strong><span><strong>|</strong><strong><strong><span> 内容运营</span></strong></strong></span></strong></span></strong><strong> </strong><strong><span>| </span></strong></span><span>博文</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span><strong>主理人<span><strong><span><strong> |</strong></span></strong></span></strong> </span></strong><span>祥燎</span><strong><span><strong> 主编 |</strong></span></strong></span><strong> </strong><span>张一弛</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今日好书推荐：</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">冬天太冷，旅行太难</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">足不出户，带你游览祖国大好河山！</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">典藏级国民地理书，以地理和科普的视角，</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">还原少有人知的中国相貌，</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">记录我们未曾亲历的中国崛起。</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这套书被形容为“书架上的中国纪录片”</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>原价189元，金错刀</span><span><strong><span>特价149元</span></strong><span>！</span></span></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一顿饭钱，给过年假期一次充电的机会</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>点击下方了解更多</span></strong><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/1e83494d9f1443cdae6332caafb1ce7e\"/></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/12f3a49701604b57a0532b92077e7ec6\"/></span></span><span><span><img src=\"https://static.tigerbbs.com/69c69c6cd69743a79437fc07b2371b1c\"/></span></span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/94112ef47a68429b9a0b4a1628f1b29c\"/></span></span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/7e9b725581be4e1d83a6d9045d163a5d\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">点个</span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">在看 </span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">不错过刀哥辣评</span></span><img src=\"https://static.tigerbbs.com/9ea5be59c5344d95b9755ce8bba2b24c\"/></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>年货钉子户脑白金，盯上瑞幸饭碗</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ 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margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n年货钉子户脑白金，盯上瑞幸饭碗\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1023100042\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/bd95e24719f249c0bbc96822817a73e4);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">金错刀 </p>\n<p class=\"h-time\">2025-01-30 11:43</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p><img src=\"https://static.tigerbbs.com/69dbd9ef6abb4534a540146a76ba0e5f\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>文/ 金错刀频道</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>点击这里边听边看</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/195aad4eb7ce4dd8a2db962711c8ef6c\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>说到过年送礼，很多人第一时间就会想到这么一句广告语：</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>今年过节不收礼，收礼就送脑白金。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>这句洗脑消费者20多年的广告语，已经深深刻在了大家的DNA里。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>20年前，脑白金光在春节假期期间就能卖出8.2亿元。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>时过境迁，当代消费者已经对脑白金不再感兴趣，脑白金似乎也已经销声匿迹了很久。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>直到这个冬天，脑白金突然携带全新的产品回归视野，</span><span>而这次他们瞅准的人，不是需要“年轻态”的爸妈，而是还有不到一周就要回去上班的年轻人。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2024年12月，脑白金咖啡实验室在<a href=\"https://laohu8.com/S/002558\">巨人网络</a>园区中成立，创始人史玉柱到场助阵。</span></p><p><img src=\"https://static.tigerbbs.com/1ec60e1898794b46b4fcbcace5a14428\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在此前，脑白金咖啡已经以快闪店的形式在上海亮相两次，每次都引起了大量关注。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>除此之外，脑白金咖啡也已经悄悄开启了线上销售，在电商平台，脑白金冻干咖啡、挂耳咖啡等产品应有尽有。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然还没大张旗鼓地开店，但史玉柱对脑白金咖啡的期望却很高：</span><span>“成为互联网公司园区咖啡的天花板。”</span></p><p><img src=\"https://static.tigerbbs.com/9482d3c19cf245e69a1514bb9d278b6f\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金和咖啡，两个看似风马牛不相及的产品突然被联系在了一起，让不少人惊掉下巴。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但其实，做咖啡是脑白金一次无奈的豪赌。</span></p><p><img src=\"https://static.tigerbbs.com/ae0857a506eb49e3952ecaaea3cb8625\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span>老头收割机，来抢瑞幸生意</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>说到脑白金，它的最大功效就是让老年人睡个好觉。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而咖啡，则是年轻人用来“强行开机”的续命饮料。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>那助眠的脑白金，结合提神的咖啡到底会玩出什么新花样，实在让人好奇。</span></p><p><img src=\"https://static.tigerbbs.com/f4b948402ef3496cb396f2f887441637\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但作为深受脑白金广告洗脑的一代人，看见这个标签不禁会感到疑惑：</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>咖啡赛道如此之卷，脑白金咖啡能凭什么突出重围呢？</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其实，脑白金咖啡在下赛道之前，就给自己找准了两个突围的方向。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第一个方向，就是从咖啡本身入手。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然长得像瑞幸，但脑白金咖啡明显不愿意和瑞幸共同掺和9.9赛道的平民咖啡玩法。</span></p><p><img src=\"https://static.tigerbbs.com/60bb876dbd3e4b5c88a230d4c33ff69c\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>它选择了脑白金深埋在消费者中的价值锚：</span><strong><span>健康。</span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>保健咖啡并不稀罕，之前<a href=\"https://laohu8.com/S/600085\">同仁堂</a>就靠着中药+咖啡的噱头，尝试了一把网红的滋味。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但相较于同仁堂的佛系，脑白金这次显然是有备而来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在内测会上展示的产品中，脑白金主打的就是一个中药材+咖啡。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其中不光有枸杞、红枣这类大众食补药材，还有黄芪、人参等等药劲儿较大的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>此外，除了传统中药材，脑白金还没有错过其余健康食品的赛道。</span></p><p><img src=\"https://static.tigerbbs.com/9f1c0c82a12b4fc7871dceee060fdb8d\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如喝了不怕失眠的“低咖啡因”咖啡，以及添加了益生菌的咖啡等等。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，</span><span><strong>脑白金咖啡的第二个方向，就是从开店地址上拿捏年轻人。</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金咖啡选择的赛道是“园区咖啡”，顾名思义，就是专门开在各大园区里，供园区上班的白领打工人消费的咖啡品牌。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然这个概念并不多见，但这一赛道其实早就非常拥挤。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>主打便宜大碗的库迪、瑞幸早就在各大写字楼之间杀得面红耳赤，除了这两者之外，还有仗着Wifi和办公桌的<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>，以及主打咖啡师手作的Manner。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/4d50917e52a24f2cb46b5b135fef8019\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>想要在这些卷王中卷出一席之地，脑白金咖啡光有“养生”噱头恐怕还难以立足。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是脑白金咖啡的品牌负责人，还给自家咖啡赋予了一个新理念：用游戏研发的创新理念打造。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管很难说明咖啡+游戏到底是什么玩法，但是根据介绍，脑白金咖啡是想营造一种和游戏有关的“生活方式”，借此来打动年轻消费者。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>只不过，脑白金咖啡虽然噱头十足，但未来场景并不明朗，最大的阻力其实很明显：</span><strong><span>价格战。</span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>咖啡虽然是近几年最热的赛道，但在经过两大巨头库迪和瑞幸持续常年的9.9元拉锯战后，行业可谓是异常地卷，就连星巴克都处在出局边缘了。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/a9739e1b8e384c059364ecfeee8e7154\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而新入局的脑白金咖啡，尽管有着“养生”优势和清晰的定位，但均价20元左右的售价，确实很难和瑞幸、库迪硬刚正面。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>并且有一些消费者表示，脑白金咖啡的性价比甚至不如一些老牌的网红速溶、挂耳咖啡，没什么竞争力。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>野心满满的脑白金咖啡，开局就是困难模式。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/d175255b939540068bbe8e83e19d3c87\" ui=\"\" var=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><strong><span>赛道越卷，史玉柱越兴奋</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不少人都把脑白金做咖啡视作“玩票行为”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但即便是玩票，还是引得史玉柱本人站台，并且立下“做园区咖啡天花板”的目标，背后野心昭然若揭。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其实，脑白金执意打造咖啡品牌，最主要的动力是脑白金的年轻化执念。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>史玉柱的上一个爆品脑白金可谓出道即巅峰，上市的第二年销售额就高达13亿，更是连续16年霸占中国保健品销售榜榜首。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/c28bf39ba1284becad81c35bf54a5899\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过脑白金叱咤风云十多年，还是没能逃过时代的大浪淘沙。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2015年，脑白金已成了强弩之末，不仅在次年不再公布销量，就连洗脑的广告也彻底销声匿迹，很显然，老年市场已经不吃这一套了。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但史玉柱敏锐地意识到：过去在“魔音贯耳”下长大的90后，如今已经到了该养生的年纪。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是在2022年，脑白金突然回归，打出了针对年轻人的保健品牌“脑白金+”。</span></p><p><img src=\"https://static.tigerbbs.com/67fa718f87dd49e9acee433ad9f4bd68\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金+旗下的多款产品，直打当代年轻人的养生痛点，比如助消化的“大口7”、提升精力的“活力8”、助眠产品“睡好9”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管脑白金痛点打得到位，还用上了自以为年轻化的谐音梗，但受限于年轻人的“刻板印象”，脑白金+始终没有在年轻人群体中打开销路，甚至连水花都见不到。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而本次的“脑白金咖啡”正是脑白金+旗下最新打造的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>毕竟“脑白金做咖啡”的噱头，要比“脑白金做年轻保健品”听上去要更为反差，更吸睛。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就算脑白金咖啡在日后没能形成规模，但是凭借这么一折腾，脑白金+也算是市场上引来不少关注。</span></p><p><img src=\"https://static.tigerbbs.com/cafbe1558cbf4a35986ae6302c0d4dbd\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>至于为何脑白金选择最卷的咖啡赛道入手，这还得算是史玉柱的创业惯性。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>作为90年代最著名的头部富豪之一，史玉柱的创业经历跌宕起伏，总结一下就是：</span><span><strong>敢跨界，但都能爆。</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>早在1988年，史玉柱就通过打造M-6402汉卡赚到了第一桶金，成立了巨人网络，登上了90年代的中国富豪榜。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有钱之后，史玉柱难免有些飘，随即在珠海打造中国第一高楼巨人大厦，但集团陷入财务危机，大厦也成了史玉柱的滑铁卢。</span></p><p><img src=\"https://static.tigerbbs.com/0919b41810e04a109d5f443610ea0631\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管史玉柱的老本行电子科技行业在当年发展迅猛，但是他却把东山再起的赛道押到了自己从未涉足过的保健品生意上。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>很快，脑白金横空出世，带领史玉柱和巨人集团迎来了事业第二春。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>可能是预判到了脑白金终有一天会过气，史玉柱在2004年前后又把战线开到了新领域：网络游戏，打造了现象级网游《征途》。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>除此之外，史玉柱还进军过白酒行业，推出过“征途黄金酱酒”，跟茅台抢生意。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>很容易发现，史玉柱每次选择的新赛道都有两个特点：</span><span>一是和上一份行业风马牛不相及；二是闯入期正值赛道最卷的时期。</span></p><p><img src=\"https://static.tigerbbs.com/895939498b6a45fb9b573a34f49f0d4f\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如在脑白金诞生的90年代末，正值保健品行业集体爆发的年代，养生堂、权健等保健品巨头都是在当年开始集中发力的。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如今闯入咖啡赛道，也正值整个赛道斗争最白热化的时期，这无异于也是一次“豪赌”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但如今的创业环境相比90年代和世纪初，明显更卷、更玩命。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就光在咖啡赛道，除了史玉柱的巨人集团外，还有同仁堂、中国邮政、蔚来汽车等诸多同样“风马牛不相及”的品牌跨界而来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>大风浪中，不怕大起大落，就怕默默离场。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/01e808c2691c423696820b8e40905cf8\" ui=\"\" var=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong>老品牌的新赛道，越走路越险</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金开始卷咖啡，看上去令人摸不着头脑。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但是经过“跨界狂人”史玉柱的种种行为来看，不难看出老品牌在自身发展陷入泥潭之后，做出的两种破局方法。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第一，就是像脑白金一样开辟新赛道。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>老品牌之所以“老”，一是因为成立年份时间长，二则是因为产品、营销跟不上当下市场需求。</span></p><p><img src=\"https://static.tigerbbs.com/78c7601bbb6d41839db4bcb5ce9f30c3\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是，不少品牌寄希望于通过打造年轻化的新产品，为企业寻求新的增长点。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如脑白金就是发现，让消费者兴趣重新回归经典产品的概率不大后，才开始换个赛道继续卷。</span></p><p><img src=\"https://static.tigerbbs.com/80e5326aa5ff46da953b0c6d02a173e1\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而辣条界一哥卫龙，也是在消费者对辣条的兴趣逐渐衰弱之际，陆续推出了主打低热量的魔芋爽、素毛肚等产品，靠新产品再次支撑了起来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第二，就是通过“年轻化”的营销手段来吸引眼球。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>北京老字号茶房吴裕泰，在近几年频频通过抹茶冰激凌出圈爆火。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>吴裕泰显然是不想通过这款冰激凌成为第二个钟薛高，它的最终目的还是吸引人们对吴裕泰的其余产品感兴趣。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/a0ffb4a9cb134856b3eb363e817f34dc\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在冰激凌出圈后，吴裕泰旗下的花茶等亲民茶饮销售额水涨船高，在2022年全年销售额突破10亿，算是一次“新网红带动老字号”的成功案例。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但年轻化并不是谁都能走通的一条“险路”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就在不久前，茅台过去花极大精力打造的年轻化新品茅台冰淇淋宣布停产，多家店铺关闭。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>前前后后折腾了两年，茅台既没有把茅台冰淇淋打造成新的业务增长点，也没有把消费者的兴趣引回到茅台酒身上。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>究其原因，市场对茅台酒过于固化的印象，以及天然和年轻人“绝缘”的产品性质，导致了茅台整体年轻化的滑铁卢。</span></p><p><img src=\"https://static.tigerbbs.com/9ae40eaf8cb646d49d13b5598c380c42\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>所以说，不管是寻找噱头，还是寻找新的赛道，老品牌想要在新时代突出重围，都有一个必要条件：</span><span>产品力本身得足够强。</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" var=\"\" yahei=\"\"></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有许多老品牌之所以能“年轻化”成功，本身靠着的是自己跨时代都能打的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>天津人的童年回忆郁美净，在这几年重出江湖后，无论销量还是口碑都有着可圈可点的成绩。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有很多人认为，郁美净之所以能够年轻化成功，是靠着“董事长直播间跳舞”等博人眼球的营销手段完成的。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但实际上，郁美净在成功赚到了流量和噱头之后，能够靠自己足够好的产品与性价比，把流量转化为真金白银的销量。</span></p><p><img src=\"https://static.tigerbbs.com/6a09f47fa66d44ce9ded85ea94c04608\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而正处在“转型期”的脑白金，如果光凭借脑白金咖啡带来的噱头，其实并不能实现真正意义上的重获第二春。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>毕竟脑白金作为20年前的大爆品早就过时，无法在新时代重现辉煌。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如今脑白金进入咖啡赛道，如果抱着“玩一玩，吸引眼球”的态度去做的话，很可能最后还是竹篮打水一场空。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><span>对于功成名就的品牌来说，“年轻化”并不是简单的玩票而已。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span><span>不管是跨界还是年轻化，都是一次新的创业。</span></span></strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><em arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><em><span>图片来源于网络，侵权请联系删除</span></em></span></em></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>@The End</span></strong></p><p><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>本篇作者 </span></strong><strong><span>| </span></strong></span><span>宸希 </span><span><strong><span><strong><span><strong>|</strong><strong><strong><span> 内容运营</span></strong></strong></span></strong></span></strong><strong> </strong><strong><span>| </span></strong></span><span>博文</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span><strong>主理人<span><strong><span><strong> |</strong></span></strong></span></strong> </span></strong><span>祥燎</span><strong><span><strong> 主编 |</strong></span></strong></span><strong> </strong><span>张一弛</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今日好书推荐：</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">冬天太冷，旅行太难</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">足不出户，带你游览祖国大好河山！</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">典藏级国民地理书，以地理和科普的视角，</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">还原少有人知的中国相貌，</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">记录我们未曾亲历的中国崛起。</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这套书被形容为“书架上的中国纪录片”</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>原价189元，金错刀</span><span><strong><span>特价149元</span></strong><span>！</span></span></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一顿饭钱，给过年假期一次充电的机会</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>点击下方了解更多</span></strong><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/1e83494d9f1443cdae6332caafb1ce7e\"/></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/12f3a49701604b57a0532b92077e7ec6\"/></span></span><span><span><img src=\"https://static.tigerbbs.com/69c69c6cd69743a79437fc07b2371b1c\"/></span></span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/94112ef47a68429b9a0b4a1628f1b29c\"/></span></span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/7e9b725581be4e1d83a6d9045d163a5d\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">点个</span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">在看 </span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">不错过刀哥辣评</span></span><img src=\"https://static.tigerbbs.com/9ea5be59c5344d95b9755ce8bba2b24c\"/></p></div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"BK4209":"餐馆","LKNCY":"瑞幸咖啡"},"source_url":"http://mp.weixin.qq.com/s?__biz=MzUzNDY0NzQwMQ==&mid=2248101564&idx=1&sn=4aa815d386716f83c60f16413214d45c&chksm=fbcaf49a93722e2b026edaa19a27c3bd73d674a5bb29e5858eb32907b173e7bac991bc1820d6&scene=0#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2507645101","content_text":"文/ 金错刀频道点击这里边听边看说到过年送礼，很多人第一时间就会想到这么一句广告语：今年过节不收礼，收礼就送脑白金。这句洗脑消费者20多年的广告语，已经深深刻在了大家的DNA里。20年前，脑白金光在春节假期期间就能卖出8.2亿元。时过境迁，当代消费者已经对脑白金不再感兴趣，脑白金似乎也已经销声匿迹了很久。直到这个冬天，脑白金突然携带全新的产品回归视野，而这次他们瞅准的人，不是需要“年轻态”的爸妈，而是还有不到一周就要回去上班的年轻人。2024年12月，脑白金咖啡实验室在巨人网络园区中成立，创始人史玉柱到场助阵。在此前，脑白金咖啡已经以快闪店的形式在上海亮相两次，每次都引起了大量关注。除此之外，脑白金咖啡也已经悄悄开启了线上销售，在电商平台，脑白金冻干咖啡、挂耳咖啡等产品应有尽有。虽然还没大张旗鼓地开店，但史玉柱对脑白金咖啡的期望却很高：“成为互联网公司园区咖啡的天花板。”脑白金和咖啡，两个看似风马牛不相及的产品突然被联系在了一起，让不少人惊掉下巴。但其实，做咖啡是脑白金一次无奈的豪赌。老头收割机，来抢瑞幸生意说到脑白金，它的最大功效就是让老年人睡个好觉。而咖啡，则是年轻人用来“强行开机”的续命饮料。那助眠的脑白金，结合提神的咖啡到底会玩出什么新花样，实在让人好奇。但作为深受脑白金广告洗脑的一代人，看见这个标签不禁会感到疑惑：咖啡赛道如此之卷，脑白金咖啡能凭什么突出重围呢？其实，脑白金咖啡在下赛道之前，就给自己找准了两个突围的方向。第一个方向，就是从咖啡本身入手。从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。虽然长得像瑞幸，但脑白金咖啡明显不愿意和瑞幸共同掺和9.9赛道的平民咖啡玩法。它选择了脑白金深埋在消费者中的价值锚：健康。保健咖啡并不稀罕，之前同仁堂就靠着中药+咖啡的噱头，尝试了一把网红的滋味。但相较于同仁堂的佛系，脑白金这次显然是有备而来。在内测会上展示的产品中，脑白金主打的就是一个中药材+咖啡。其中不光有枸杞、红枣这类大众食补药材，还有黄芪、人参等等药劲儿较大的产品。此外，除了传统中药材，脑白金还没有错过其余健康食品的赛道。比如喝了不怕失眠的“低咖啡因”咖啡，以及添加了益生菌的咖啡等等。有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。不过，脑白金咖啡的第二个方向，就是从开店地址上拿捏年轻人。脑白金咖啡选择的赛道是“园区咖啡”，顾名思义，就是专门开在各大园区里，供园区上班的白领打工人消费的咖啡品牌。虽然这个概念并不多见，但这一赛道其实早就非常拥挤。主打便宜大碗的库迪、瑞幸早就在各大写字楼之间杀得面红耳赤，除了这两者之外，还有仗着Wifi和办公桌的星巴克，以及主打咖啡师手作的Manner。想要在这些卷王中卷出一席之地，脑白金咖啡光有“养生”噱头恐怕还难以立足。于是脑白金咖啡的品牌负责人，还给自家咖啡赋予了一个新理念：用游戏研发的创新理念打造。尽管很难说明咖啡+游戏到底是什么玩法，但是根据介绍，脑白金咖啡是想营造一种和游戏有关的“生活方式”，借此来打动年轻消费者。只不过，脑白金咖啡虽然噱头十足，但未来场景并不明朗，最大的阻力其实很明显：价格战。咖啡虽然是近几年最热的赛道，但在经过两大巨头库迪和瑞幸持续常年的9.9元拉锯战后，行业可谓是异常地卷，就连星巴克都处在出局边缘了。而新入局的脑白金咖啡，尽管有着“养生”优势和清晰的定位，但均价20元左右的售价，确实很难和瑞幸、库迪硬刚正面。在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。并且有一些消费者表示，脑白金咖啡的性价比甚至不如一些老牌的网红速溶、挂耳咖啡，没什么竞争力。野心满满的脑白金咖啡，开局就是困难模式。赛道越卷，史玉柱越兴奋不少人都把脑白金做咖啡视作“玩票行为”。但即便是玩票，还是引得史玉柱本人站台，并且立下“做园区咖啡天花板”的目标，背后野心昭然若揭。其实，脑白金执意打造咖啡品牌，最主要的动力是脑白金的年轻化执念。史玉柱的上一个爆品脑白金可谓出道即巅峰，上市的第二年销售额就高达13亿，更是连续16年霸占中国保健品销售榜榜首。不过脑白金叱咤风云十多年，还是没能逃过时代的大浪淘沙。2015年，脑白金已成了强弩之末，不仅在次年不再公布销量，就连洗脑的广告也彻底销声匿迹，很显然，老年市场已经不吃这一套了。但史玉柱敏锐地意识到：过去在“魔音贯耳”下长大的90后，如今已经到了该养生的年纪。于是在2022年，脑白金突然回归，打出了针对年轻人的保健品牌“脑白金+”。脑白金+旗下的多款产品，直打当代年轻人的养生痛点，比如助消化的“大口7”、提升精力的“活力8”、助眠产品“睡好9”。尽管脑白金痛点打得到位，还用上了自以为年轻化的谐音梗，但受限于年轻人的“刻板印象”，脑白金+始终没有在年轻人群体中打开销路，甚至连水花都见不到。而本次的“脑白金咖啡”正是脑白金+旗下最新打造的产品。毕竟“脑白金做咖啡”的噱头，要比“脑白金做年轻保健品”听上去要更为反差，更吸睛。就算脑白金咖啡在日后没能形成规模，但是凭借这么一折腾，脑白金+也算是市场上引来不少关注。至于为何脑白金选择最卷的咖啡赛道入手，这还得算是史玉柱的创业惯性。作为90年代最著名的头部富豪之一，史玉柱的创业经历跌宕起伏，总结一下就是：敢跨界，但都能爆。早在1988年，史玉柱就通过打造M-6402汉卡赚到了第一桶金，成立了巨人网络，登上了90年代的中国富豪榜。有钱之后，史玉柱难免有些飘，随即在珠海打造中国第一高楼巨人大厦，但集团陷入财务危机，大厦也成了史玉柱的滑铁卢。尽管史玉柱的老本行电子科技行业在当年发展迅猛，但是他却把东山再起的赛道押到了自己从未涉足过的保健品生意上。很快，脑白金横空出世，带领史玉柱和巨人集团迎来了事业第二春。可能是预判到了脑白金终有一天会过气，史玉柱在2004年前后又把战线开到了新领域：网络游戏，打造了现象级网游《征途》。除此之外，史玉柱还进军过白酒行业，推出过“征途黄金酱酒”，跟茅台抢生意。很容易发现，史玉柱每次选择的新赛道都有两个特点：一是和上一份行业风马牛不相及；二是闯入期正值赛道最卷的时期。比如在脑白金诞生的90年代末，正值保健品行业集体爆发的年代，养生堂、权健等保健品巨头都是在当年开始集中发力的。如今闯入咖啡赛道，也正值整个赛道斗争最白热化的时期，这无异于也是一次“豪赌”。但如今的创业环境相比90年代和世纪初，明显更卷、更玩命。就光在咖啡赛道，除了史玉柱的巨人集团外，还有同仁堂、中国邮政、蔚来汽车等诸多同样“风马牛不相及”的品牌跨界而来。大风浪中，不怕大起大落，就怕默默离场。老品牌的新赛道，越走路越险脑白金开始卷咖啡，看上去令人摸不着头脑。但是经过“跨界狂人”史玉柱的种种行为来看，不难看出老品牌在自身发展陷入泥潭之后，做出的两种破局方法。第一，就是像脑白金一样开辟新赛道。老品牌之所以“老”，一是因为成立年份时间长，二则是因为产品、营销跟不上当下市场需求。于是，不少品牌寄希望于通过打造年轻化的新产品，为企业寻求新的增长点。比如脑白金就是发现，让消费者兴趣重新回归经典产品的概率不大后，才开始换个赛道继续卷。而辣条界一哥卫龙，也是在消费者对辣条的兴趣逐渐衰弱之际，陆续推出了主打低热量的魔芋爽、素毛肚等产品，靠新产品再次支撑了起来。第二，就是通过“年轻化”的营销手段来吸引眼球。北京老字号茶房吴裕泰，在近几年频频通过抹茶冰激凌出圈爆火。吴裕泰显然是不想通过这款冰激凌成为第二个钟薛高，它的最终目的还是吸引人们对吴裕泰的其余产品感兴趣。在冰激凌出圈后，吴裕泰旗下的花茶等亲民茶饮销售额水涨船高，在2022年全年销售额突破10亿，算是一次“新网红带动老字号”的成功案例。但年轻化并不是谁都能走通的一条“险路”。就在不久前，茅台过去花极大精力打造的年轻化新品茅台冰淇淋宣布停产，多家店铺关闭。前前后后折腾了两年，茅台既没有把茅台冰淇淋打造成新的业务增长点，也没有把消费者的兴趣引回到茅台酒身上。究其原因，市场对茅台酒过于固化的印象，以及天然和年轻人“绝缘”的产品性质，导致了茅台整体年轻化的滑铁卢。所以说，不管是寻找噱头，还是寻找新的赛道，老品牌想要在新时代突出重围，都有一个必要条件：产品力本身得足够强。有许多老品牌之所以能“年轻化”成功，本身靠着的是自己跨时代都能打的产品。天津人的童年回忆郁美净，在这几年重出江湖后，无论销量还是口碑都有着可圈可点的成绩。有很多人认为，郁美净之所以能够年轻化成功，是靠着“董事长直播间跳舞”等博人眼球的营销手段完成的。但实际上，郁美净在成功赚到了流量和噱头之后，能够靠自己足够好的产品与性价比，把流量转化为真金白银的销量。而正处在“转型期”的脑白金，如果光凭借脑白金咖啡带来的噱头，其实并不能实现真正意义上的重获第二春。毕竟脑白金作为20年前的大爆品早就过时，无法在新时代重现辉煌。如今脑白金进入咖啡赛道，如果抱着“玩一玩，吸引眼球”的态度去做的话，很可能最后还是竹篮打水一场空。对于功成名就的品牌来说，“年轻化”并不是简单的玩票而已。不管是跨界还是年轻化，都是一次新的创业。图片来源于网络，侵权请联系删除@The End本篇作者 | 宸希 | 内容运营 | 博文主理人 | 祥燎 主编 | 张一弛今日好书推荐：冬天太冷，旅行太难足不出户，带你游览祖国大好河山！典藏级国民地理书，以地理和科普的视角，还原少有人知的中国相貌，记录我们未曾亲历的中国崛起。这套书被形容为“书架上的中国纪录片”原价189元，金错刀特价149元！一顿饭钱，给过年假期一次充电的机会点击下方了解更多点个在看 不错过刀哥辣评","news_type":1,"symbols_score_info":{"LKNCY":1}},"isVote":1,"tweetType":1,"viewCount":704,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"len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