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iclass
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IP属地:上海
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热门
iclass
07-30
$瑞幸咖啡(LKNCY)$
增长到44%,市盈率给到50倍也不多,2000亿人民币,120的股价才对应上
iclass
07-29
$瑞幸咖啡(LKNCY)$
今天要破40了
iclass
07-18
$老虎证券(TIGR)$
今晚破12
iclass
07-10
$老虎证券(TIGR)$
这速度 15很快啊
iclass
07-10
$老虎证券(TIGR)$
向20突破
iclass
07-09
$老虎证券(TIGR)$
财报什么时候出
iclass
07-09
$瑞幸咖啡(LKNCY)$
财报什么时候出
iclass
07-08
$老虎证券(TIGR)$
今天晚上先突破10块
iclass
06-26
$老虎证券(TIGR)$
今晚突破11
iclass
06-26
$老虎证券(TIGR)$
二季度财报有惊喜吧
iclass
06-26
应该是可以
@DAZHANG:
$老虎证券(TIGR)$
李林来了,预见未来老虎可以交易虚拟币吗?
iclass
06-25
$老虎证券(TIGR)$
至少超过前高没问题,短期看到40
iclass
06-23
$瑞幸咖啡(LKNCY)$
iclass
05-28
咋没有**的各界呢
瑞银:比亚迪和小米超越特斯拉成为中国消费者首选品牌
iclass
05-18
$老虎证券(TIGR)$
一季度财报什么时候发
iclass
05-12
$老虎证券(TIGR)$
15不远了
iclass
02-19
非常看好,预计9亿净利润
iclass
02-08
盘后少量影响
@飞驰西海岸:
$瑞幸咖啡(LKNCY)$
然后大跌10%,是什么原因?
iclass
01-30
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
iclass
01-22
利好老虎🐯
抱歉,原内容已删除
去老虎APP查看更多动态
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15很快啊","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/455136864227728","isVote":1,"tweetType":1,"viewCount":310,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":455010480575256,"gmtCreate":1752104765394,"gmtModify":1752104766338,"author":{"id":"3454759410924762","authorId":"3454759410924762","name":"iclass","avatar":"https://static.tigerbbs.com/292d4e60a5ce2987ce88ee9ecd12a077","crmLevel":9,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3454759410924762","authorIdStr":"3454759410924762"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$ </a>向20突破","listText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$ </a>向20突破","text":"$老虎证券(TIGR)$ 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财报什么时候出","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/454868892844032","isVote":1,"tweetType":1,"viewCount":586,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":454869636051048,"gmtCreate":1752069962486,"gmtModify":1752069963903,"author":{"id":"3454759410924762","authorId":"3454759410924762","name":"iclass","avatar":"https://static.tigerbbs.com/292d4e60a5ce2987ce88ee9ecd12a077","crmLevel":9,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3454759410924762","authorIdStr":"3454759410924762"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/LKNCY\">$瑞幸咖啡(LKNCY)$ </a> 财报什么时候出","listText":"<a href=\"https://laohu8.com/S/LKNCY\">$瑞幸咖啡(LKNCY)$ </a> 财报什么时候出","text":"$瑞幸咖啡(LKNCY)$ 财报什么时候出","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/454869636051048","isVote":1,"tweetType":1,"viewCount":389,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":454427713364800,"gmtCreate":1751982438779,"gmtModify":1751982440105,"author":{"id":"3454759410924762","authorId":"3454759410924762","name":"iclass","avatar":"https://static.tigerbbs.com/292d4e60a5ce2987ce88ee9ecd12a077","crmLevel":9,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3454759410924762","authorIdStr":"3454759410924762"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$ </a> 今天晚上先突破10块","listText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$ </a> 今天晚上先突破10块","text":"$老虎证券(TIGR)$ 今天晚上先突破10块","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":3,"repostSize":0,"link":"https://laohu8.com/post/454427713364800","isVote":1,"tweetType":1,"viewCount":1738,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3465039675788441","authorId":"3465039675788441","name":"undefined","avatar":"https://static.tigerbbs.com/9f3bb693c3070c17c8ad782566ac8eb8","crmLevel":4,"crmLevelSwitch":0,"idStr":"3465039675788441","authorIdStr":"3465039675788441"},"content":"必须 已经企稳 下一波15","text":"必须 已经企稳 下一波15","html":"必须 已经企稳 下一波15"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":450219010904328,"gmtCreate":1750945161586,"gmtModify":1750945162766,"author":{"id":"3454759410924762","authorId":"3454759410924762","name":"iclass","avatar":"https://static.tigerbbs.com/292d4e60a5ce2987ce88ee9ecd12a077","crmLevel":9,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3454759410924762","authorIdStr":"3454759410924762"},"themes":[],"htmlText":"<a 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二季度财报有惊喜吧","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/450216285147488","isVote":1,"tweetType":1,"viewCount":261,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":450123125330424,"gmtCreate":1750919869701,"gmtModify":1750919870759,"author":{"id":"3454759410924762","authorId":"3454759410924762","name":"iclass","avatar":"https://static.tigerbbs.com/292d4e60a5ce2987ce88ee9ecd12a077","crmLevel":9,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3454759410924762","authorIdStr":"3454759410924762"},"themes":[],"htmlText":"应该是可以","listText":"应该是可以","text":"应该是可以","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/450123125330424","repostId":"450007257485640","repostType":1,"repost":{"id":450007257485640,"gmtCreate":1750891614292,"gmtModify":1750891615447,"author":{"id":"3536612632328591","authorId":"3536612632328591","name":"DAZHANG","avatar":"https://static.tigerbbs.com/2ee0603ede678b84d18809ce16423827","crmLevel":5,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3536612632328591","authorIdStr":"3536612632328591"},"themes":[],"htmlText":"<a 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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{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; 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":{"LKNCY":"瑞幸咖啡","BK4209":"餐馆"},"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 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