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翻三十倍AHT的涂泥私房

翻三十倍AHT的涂泥私房

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翻三十倍AHT的涂泥私房

09-15

$西方石油(OXY)$ 老巴呀

翻三十倍AHT的涂泥私房

09-13

一手

翻三十倍AHT的涂泥私房

09-08

$Ouster Inc.(OUST)$ 爽

翻三十倍AHT的涂泥私房

09-03

$CONY 20260417 8.0 PUT$ 肯定是准备接了

翻三十倍AHT的涂泥私房

08-25

$AMC 20250905 3.0 PUT$ 熬过来了

翻三十倍AHT的涂泥私房

08-18

$AMC 20250822 3.0 PUT$ 最后几天了可以拿到保险金吗

翻三十倍AHT的涂泥私房

08-11

$CONY 20251017 9.0 PUT$ 准备现金

翻三十倍AHT的涂泥私房

08-04

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 唯一盈利的持仓。。。

翻三十倍AHT的涂泥私房

07-28

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 通过不断的分红实现仓位的现金流化

翻三十倍AHT的涂泥私房

07-21

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 当现金流用了耶

翻三十倍AHT的涂泥私房

07-14

$IQ 20251219 1.5 PUT$ 形势不太妙

翻三十倍AHT的涂泥私房

07-07

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 现金流起来了

翻三十倍AHT的涂泥私房

06-30

$CONY 20251017 8.0 PUT$ 最近风向不错

翻三十倍AHT的涂泥私房

06-24

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 终于等到这一天

翻三十倍AHT的涂泥私房

06-16

$Ouster Inc.(OUST)$ 终于扬眉吐气了

翻三十倍AHT的涂泥私房

06-09

$TIGR 20250718 4.0 PUT$ 快乐一下

翻三十倍AHT的涂泥私房

06-02

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 波动太大了最近

翻三十倍AHT的涂泥私房

05-26

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 这个月要break even了哈哈

翻三十倍AHT的涂泥私房

05-19

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 在等分红

翻三十倍AHT的涂泥私房

05-12

$YIELDMAX COIN OPTION INCOME STRATEGY ETF(CONY)$ 等风来

去老虎APP查看更多动态

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5月25号开盘的1小时后，市场才出现了真正是反弹的路径，24号根本就还看不出来，24号是风险远大于机会，这佩佬头在24号敢下大注，绝对有内幕，","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":14,"commentSize":6,"repostSize":0,"link":"https://laohu8.com/post/680994072","repostId":"617450526","repostType":1,"repost":{"id":617450526,"gmtCreate":1654580096207,"gmtModify":1744960822164,"author":{"id":"3510558082622800","authorId":"3510558082622800","name":"胖虎哒哒","avatar":"https://static.tigerbbs.com/75b95d9326c02813b7b87ba8c1eccb5a","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3510558082622800","authorIdStr":"3510558082622800"},"themes":[],"title":"佩洛西老公最新持仓曝光，买入大笔苹果和微软看涨期权！","htmlText":"美国众议院议长南希佩洛西周一披露了新的股市交易，显示购买了购买<a target=\"_blank\" href=\"https://laohu8.com/S/AAPL\">$苹果(AAPL)$</a> 和<a target=\"_blank\" href=\"https://laohu8.com/S/MSFT\">$微软(MSFT)$</a> 股票的期权。在上周五签署并于周一出现在众议院网站上的定期交易报告中，她的丈夫、金融家保罗·佩洛西 (Paul Pelosi) 于 5 月13日以 500,001 美元至 100 万美元的金额购买了苹果看涨期权。披露显示，5 月 24 日，他购买了更多苹果看涨期权，金额在 250,001 美元至 500,000 美元之间。同一天，保罗佩洛西以高达 60 万美元的金额购买了微软的看涨期权。近几个月来，包括 Twitter、Reddit、Youtube 和 TikTok 在内的社交媒体平台上的用户已经仔细审查了佩洛西的贸易披露，认为她作为众议院议长的职位给了她和她的丈夫一个优势。据Unusual Whales，佩洛西的老公在去年的交易中收益非常好。佩洛西2021年的股票一年回报率为 45.59%，她的期权回报率为 66.7%。这非常不可思议，因为她的股票和期权的平均回报率为 56.15%。2012 年的一项法律规定，立法者利用他们在国会工作的信息谋取个人利益是非法的。法律要求他们在 45 天内披露自己或家庭成员的股票交易。佩洛西在一月份表示，她可能愿意推进立法，完全禁止立法者进行股票交易。这与她之前捍卫立法者股票交易权的立场大相径庭。今年国会民主党人提出的禁止立法者进行股票交易的提案尚未获得通过。虽然佩洛西股票交易外人看来很神，但是在美国高官中也只能排第六。根据销售金融数据的服务机构 Unusual Whales的分析，佩洛西的股票交易表现在 2","listText":"美国众议院议长南希佩洛西周一披露了新的股市交易，显示购买了购买<a target=\"_blank\" href=\"https://laohu8.com/S/AAPL\">$苹果(AAPL)$</a> 和<a target=\"_blank\" href=\"https://laohu8.com/S/MSFT\">$微软(MSFT)$</a> 股票的期权。在上周五签署并于周一出现在众议院网站上的定期交易报告中，她的丈夫、金融家保罗·佩洛西 (Paul Pelosi) 于 5 月13日以 500,001 美元至 100 万美元的金额购买了苹果看涨期权。披露显示，5 月 24 日，他购买了更多苹果看涨期权，金额在 250,001 美元至 500,000 美元之间。同一天，保罗佩洛西以高达 60 万美元的金额购买了微软的看涨期权。近几个月来，包括 Twitter、Reddit、Youtube 和 TikTok 在内的社交媒体平台上的用户已经仔细审查了佩洛西的贸易披露，认为她作为众议院议长的职位给了她和她的丈夫一个优势。据Unusual Whales，佩洛西的老公在去年的交易中收益非常好。佩洛西2021年的股票一年回报率为 45.59%，她的期权回报率为 66.7%。这非常不可思议，因为她的股票和期权的平均回报率为 56.15%。2012 年的一项法律规定，立法者利用他们在国会工作的信息谋取个人利益是非法的。法律要求他们在 45 天内披露自己或家庭成员的股票交易。佩洛西在一月份表示，她可能愿意推进立法，完全禁止立法者进行股票交易。这与她之前捍卫立法者股票交易权的立场大相径庭。今年国会民主党人提出的禁止立法者进行股票交易的提案尚未获得通过。虽然佩洛西股票交易外人看来很神，但是在美国高官中也只能排第六。根据销售金融数据的服务机构 Unusual Whales的分析，佩洛西的股票交易表现在 2","text":"美国众议院议长南希佩洛西周一披露了新的股市交易，显示购买了购买$苹果(AAPL)$ 和$微软(MSFT)$ 股票的期权。在上周五签署并于周一出现在众议院网站上的定期交易报告中，她的丈夫、金融家保罗·佩洛西 (Paul Pelosi) 于 5 月13日以 500,001 美元至 100 万美元的金额购买了苹果看涨期权。披露显示，5 月 24 日，他购买了更多苹果看涨期权，金额在 250,001 美元至 500,000 美元之间。同一天，保罗佩洛西以高达 60 万美元的金额购买了微软的看涨期权。近几个月来，包括 Twitter、Reddit、Youtube 和 TikTok 在内的社交媒体平台上的用户已经仔细审查了佩洛西的贸易披露，认为她作为众议院议长的职位给了她和她的丈夫一个优势。据Unusual Whales，佩洛西的老公在去年的交易中收益非常好。佩洛西2021年的股票一年回报率为 45.59%，她的期权回报率为 66.7%。这非常不可思议，因为她的股票和期权的平均回报率为 56.15%。2012 年的一项法律规定，立法者利用他们在国会工作的信息谋取个人利益是非法的。法律要求他们在 45 天内披露自己或家庭成员的股票交易。佩洛西在一月份表示，她可能愿意推进立法，完全禁止立法者进行股票交易。这与她之前捍卫立法者股票交易权的立场大相径庭。今年国会民主党人提出的禁止立法者进行股票交易的提案尚未获得通过。虽然佩洛西股票交易外人看来很神，但是在美国高官中也只能排第六。根据销售金融数据的服务机构 Unusual Whales的分析，佩洛西的股票交易表现在 2","images":[{"img":"https://static.tigerbbs.com/a8783069899e74c5a280e966a44cf97c","width":"1112","height":"671"},{"img":"https://static.tigerbbs.com/a70ab8f19819adce99e05a0b98a63b76","width":"970","height":"647"},{"img":"https://static.tigerbbs.com/501f98f6a28056cb3c4af8d288c6f4d1","width":"839","height":"469"}],"top":1,"highlighted":2,"essential":2,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/617450526","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":1,"comments":[],"imageCount":3,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":2597,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":237615298170920,"gmtCreate":1699044312115,"gmtModify":1699044313765,"author":{"id":"3579853020149080","authorId":"3579853020149080","name":"翻三十倍AHT的涂泥私房","avatar":"https://static.tigerbbs.com/93c6b2a5ce746009b777a1940ae2a33a","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3579853020149080","authorIdStr":"3579853020149080"},"themes":[],"htmlText":"今年大家赚钱了吗[得意]&nbsp;&nbsp;[得意]&nbsp;&nbsp;[得意]&nbsp;&nbsp;[财迷]&nbsp;&nbsp;[财迷]&nbsp;&nbsp;[财迷]&nbsp;&nbsp;","listText":"今年大家赚钱了吗[得意]&nbsp;&nbsp;[得意]&nbsp;&nbsp;[得意]&nbsp;&nbsp;[财迷]&nbsp;&nbsp;[财迷]&nbsp;&nbsp;[财迷]&nbsp;&nbsp;","text":"今年大家赚钱了吗[得意] [得意] [得意] [财迷] [财迷] [财迷]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/237615298170920","isVote":1,"tweetType":1,"viewCount":1922,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":615986453,"gmtCreate":1652745193572,"gmtModify":1652745193572,"author":{"id":"3579853020149080","authorId":"3579853020149080","name":"翻三十倍AHT的涂泥私房","avatar":"https://static.tigerbbs.com/93c6b2a5ce746009b777a1940ae2a33a","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3579853020149080","authorIdStr":"3579853020149080"},"themes":[],"htmlText":"谢谢分享//<a href=\"https://laohu8.com/U/3578932325713902\">@土豆灰灰</a>:回复 <a href=\"https://laohu8.com/U/4107485317951600\">@cherideal</a>:同意//<a href=\"https://laohu8.com/U/4107485317951600\">@cherideal</a>:小米财报不一定好看，但股价估计会是这几家表现最好的，小米不会有更低的预期了","listText":"谢谢分享//<a href=\"https://laohu8.com/U/3578932325713902\">@土豆灰灰</a>:回复 <a href=\"https://laohu8.com/U/4107485317951600\">@cherideal</a>:同意//<a href=\"https://laohu8.com/U/4107485317951600\">@cherideal</a>:小米财报不一定好看，但股价估计会是这几家表现最好的，小米不会有更低的预期了","text":"谢谢分享//@土豆灰灰:回复 @cherideal:同意//@cherideal:小米财报不一定好看，但股价估计会是这几家表现最好的，小米不会有更低的预期了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":13,"commentSize":5,"repostSize":0,"link":"https://laohu8.com/post/615986453","repostId":"615908834","repostType":1,"repost":{"id":615908834,"gmtCreate":1652708442926,"gmtModify":1652744212584,"author":{"id":"36984908995200","authorId":"36984908995200","name":"小虎活动","avatar":"https://static.tigerbbs.com/9e396d03155923b283948d2dec9191f8","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"36984908995200","authorIdStr":"36984908995200"},"themes":[],"title":"【财报竞猜】腾讯，小米，京东，你最看好谁？","htmlText":"港股重磅明星股<a href=\"https://laohu8.com/S/09618\">$京东集团-SW(09618)$</a> <a href=\"https://laohu8.com/S/00700\">$腾讯控股(00700)$</a> <a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$</a> 等将陆续放榜，预计接下来的一周，又将是繁忙的一周。 <a href=\"https://laohu8.com/S/JD\">$京东(JD)$</a> <a href=\"https://laohu8.com/S/09618\">$京东集团-SW(09618)$</a> 预计于5月17日公布2022年Q1财报。根据彭博一致预期，京东2022年Q1将实现营收2367.68亿元；调整后净利润25.9亿元。招商证券预计受到上海等区域疫情影响，京东GMV增速出现明显下降，但相比平台型电商而言，京东自营模式整体上看具备更为稳定的商品库存与物流管控，疫情下更具经营韧性。 <a href=\"https://laohu8.com/S/00700\">$腾讯控股(00700)$</a> 预计于5月18日公布2022年Q1财报。根据彭博一致预期，腾讯2022年Q1将实现营收1411.48亿元；调整后净利润268.88亿元。830新政后，未保成为游戏厂商们的重中之重，分析师预期未保新政在春节期间的影响大于市场预期。此外腾讯在5月16日发布<a href=\"https://laohu8.com/NW/1122885475\" target=\"_blank\">《腾讯可持续社会价值报告2021》</a>，在报告中马化腾坦陈腾讯在收入与利润的增速放缓... <a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$</a>","listText":"港股重磅明星股<a href=\"https://laohu8.com/S/09618\">$京东集团-SW(09618)$</a> <a href=\"https://laohu8.com/S/00700\">$腾讯控股(00700)$</a> <a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$</a> 等将陆续放榜，预计接下来的一周，又将是繁忙的一周。 <a href=\"https://laohu8.com/S/JD\">$京东(JD)$</a> <a href=\"https://laohu8.com/S/09618\">$京东集团-SW(09618)$</a> 预计于5月17日公布2022年Q1财报。根据彭博一致预期，京东2022年Q1将实现营收2367.68亿元；调整后净利润25.9亿元。招商证券预计受到上海等区域疫情影响，京东GMV增速出现明显下降，但相比平台型电商而言，京东自营模式整体上看具备更为稳定的商品库存与物流管控，疫情下更具经营韧性。 <a href=\"https://laohu8.com/S/00700\">$腾讯控股(00700)$</a> 预计于5月18日公布2022年Q1财报。根据彭博一致预期，腾讯2022年Q1将实现营收1411.48亿元；调整后净利润268.88亿元。830新政后，未保成为游戏厂商们的重中之重，分析师预期未保新政在春节期间的影响大于市场预期。此外腾讯在5月16日发布<a href=\"https://laohu8.com/NW/1122885475\" target=\"_blank\">《腾讯可持续社会价值报告2021》</a>，在报告中马化腾坦陈腾讯在收入与利润的增速放缓... <a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$</a>","text":"港股重磅明星股$京东集团-SW(09618)$ $腾讯控股(00700)$ $小米集团-W(01810)$ 等将陆续放榜，预计接下来的一周，又将是繁忙的一周。 $京东(JD)$ $京东集团-SW(09618)$ 预计于5月17日公布2022年Q1财报。根据彭博一致预期，京东2022年Q1将实现营收2367.68亿元；调整后净利润25.9亿元。招商证券预计受到上海等区域疫情影响，京东GMV增速出现明显下降，但相比平台型电商而言，京东自营模式整体上看具备更为稳定的商品库存与物流管控，疫情下更具经营韧性。 $腾讯控股(00700)$ 预计于5月18日公布2022年Q1财报。根据彭博一致预期，腾讯2022年Q1将实现营收1411.48亿元；调整后净利润268.88亿元。830新政后，未保成为游戏厂商们的重中之重，分析师预期未保新政在春节期间的影响大于市场预期。此外腾讯在5月16日发布《腾讯可持续社会价值报告2021》，在报告中马化腾坦陈腾讯在收入与利润的增速放缓... $小米集团-W(01810)$","images":[{"img":"https://static.tigerbbs.com/a31c5653a798e674d90f821840e5f524","width":"-1","height":"-1"}],"top":1,"highlighted":2,"essential":2,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/615908834","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":2890,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":688326620,"gmtCreate":1657431286663,"gmtModify":1704867317128,"author":{"id":"3579853020149080","authorId":"3579853020149080","name":"翻三十倍AHT的涂泥私房","avatar":"https://static.tigerbbs.com/93c6b2a5ce746009b777a1940ae2a33a","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3579853020149080","authorIdStr":"3579853020149080"},"themes":[],"htmlText":"一针见血//<a href=\"https://laohu8.com/U/197865843806300\">@卧龙居士</a>:60一个，1%国人好奇，就能卖出8亿。所以，在大国骗傻钱，做一次性生意，真是门好生意。","listText":"一针见血//<a href=\"https://laohu8.com/U/197865843806300\">@卧龙居士</a>:60一个，1%国人好奇，就能卖出8亿。所以，在大国骗傻钱，做一次性生意，真是门好生意。","text":"一针见血//@卧龙居士:60一个，1%国人好奇，就能卖出8亿。所以，在大国骗傻钱，做一次性生意，真是门好生意。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":10,"commentSize":6,"repostSize":0,"link":"https://laohu8.com/post/688326620","repostId":"1187748633","repostType":4,"repost":{"id":"1187748633","kind":"news","pubTimestamp":1657419630,"share":"https://www.laohu8.com/m/news/1187748633?lang=&edition=full","pubTime":"2022-07-10 10:20","market":"sh","language":"zh","title":"钟薛高的局部胜利与全面溃败","url":"https://stock-news.laohu8.com/highlight/detail?id=1187748633","media":"财经琦观","summary":"钟薛高当下舆情的重心，在于品牌友好度，而不是雪糕化不化的问题。","content":"<html><head></head><body><p>作者：贾琦</p><p>钟薛高是我老婆的一生之敌。</p><p>2021年夏，妻子在网上买了一整箱钟薛高。</p><p>当时正值66元“厄瓜多尔粉钻”雪糕频上热搜，创始人林盛的那句“它就那么贵，你爱要不要”（后被证明为恶意剪辑）在各个平台流传，为这款产品吸足了眼球。</p><p>本着“咱也奢侈一把”的心态妻子直接买了整整一箱。随后，“我看它何时倒闭”就成了她经常挂在嘴边的碎碎念。</p><p>我没想过拿这种事写文章。</p><p>自由的消费市场，自由的定价环境。自愿的购买行为，自愿的后续决策。</p><p>妻子是觉得不值那个价，我也确实觉得口感上来说，钟薛高与其他三、四元的雪糕相比并没有什么不同，但这毕竟是一种主观感受。</p><p>我觉得不值，不买就是了。其他消费者自然也会根据其自身的判断去作出后续决策。</p><p>最后，我们将一个个加总起来，构成自由消费市场的巨大洪流，捧起或淹没那些品牌巨星——这是每天都在发生的事，实在是不值得记录。</p><p>但随着舆情的愈演愈烈，其背后暴露出来的有价值的信息就越来越多了。</p><p>我们认为，值得讨论的是以下几个议题：</p><p>1、当下的舆情重心定义；</p><p>2、钟薛高的热度是怎么来的？除了所谓的营销，它与消费主体的代际变化，雪糕赛道的定义更迭又有着怎样的关系？</p><p>3、关于汹涌的负面舆情，钟薛高到底踩了哪些坑？或者说，是谁把它坑了？</p><p><i>01</i><b>局部胜利</b></p><p>近日，关于钟薛高雪糕高温不化的新闻频上热搜。</p><p>网友发现在31℃的室温下放置1小时，该雪糕仍保持固体，这令不少消费者担心其产品中添加了凝固剂、防腐剂等成分。</p><p>随着舆情的进一步发酵，大量自媒体开始整活，用火烧，用蜡点，然后进一步宣告其在高温下不但不融，反而是变黑变焦，再次扩大了品牌负面影响。</p><p>从实际获益的角度，我们可以将整个舆论简单抽象为“保卫钟薛高”和“反对钟薛高”的两方对抗。</p><p>在“雪糕不化”这一局部战场上，我们认为“保卫钟薛高”已经取得了全面胜利，任何在这一维度的纠缠行为都是该品牌所不惧怕的。</p><p>从公共舆论关系的角度总结如下：</p><p>1、验证方法的不科学不合理，有利于塑造“反对钟薛高=反智人群”的舆论认知；</p><p><img src=\"https://static.tigerbbs.com/1e43c99295efc9304c3a85b33e8b1129\" tg-width=\"1024\" tg-height=\"257\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/>截图来自知乎热门回答</p><p>2、随着这一问题的持续纠缠，钟薛高配方中，含水量少，蛋白质含量高等事实会进一步传播，进而再次巩固其“高端”定位；</p><p>3、由于此次舆论攻击本身的不够扎实，钟薛高在客观上成为“受害者”，有利于引发中立群体的同情；</p><p>在前互联网时代，舆论对抗双方的一线人员都是相对专业的媒体从业者，因此大家都会在所谓的游戏规则之下彼此攻伐，那么在这一传统视角中，“雪糕不化”的攻击无疑是一步臭棋。</p><p>然而在个人即媒体的信息时代，品牌方所面临的对手实则是发生了质的改变。</p><p>舆情分散化、无序化以及集体潜意识，使得其敌手变得更加巨大，也更加难以预测，“不讲章法”。</p><p>回到本案例，面对局部战场的失利，我们注意到不少的网友开始转发这样一句话：</p><p>“就算说钟薛高里面有间谍卫星我也点赞了，我只想看钟薛高死。”</p><p>这种明显耍混的招数，实际带来的杀伤是非常有效的。</p><p>第一，潜台词承认了“雪糕不化”战场的失败，但拒绝了“反智人群”的帽子。利利索索与不利战场完成了切割，最大化降低了舆论损失；</p><p>第二，直指问题的主要矛盾，直接透露出消费者对品牌方的厌恶情绪，把“消费者即上帝”的优势地位发挥至最大化；</p><p>第三，玩梗式的幽默化处理有利于信息的进一步传播。</p><p>至此，我们得出了第一个问题的答案：</p><p><b>钟薛高当下舆情的重心，在于品牌友好度，而不是雪糕化不化的问题。</b></p><p>在对外口径上，你们可以咬死“这就是水军的抹黑”。</p><p>但在对内的问题定义上，千万不要犯糊涂。</p><p><img src=\"https://static.tigerbbs.com/202594e92d89cd1b5f6be2d19f431e93\" tg-width=\"540\" tg-height=\"618\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>药吃错了，事情还有得补救。</p><p>病看错了，便只能是徒留蹉跎。</p><p><i><b>02</b></i><b>杰出刺客</b></p><p>风波起于“雪糕刺客”。</p><p>很久没有看到质量这么高的网络段子了。</p><p>玩过MOBA类游戏的可能更容易体会到这四个字的感受。</p><p>当你在野区经营时，突然出现的兰陵王、狮子狗或者从天而降的蓝猫带给玩家的“一激灵”，那种提心吊胆的感受以及瞬间被秒折磨感，就是钟薛高们给消费者的感受。</p><p>不知何时会中招，不知哪一步会中招，不知会不会中招。</p><p>笼罩在冰柜里的“刺客测不准定律”，搁谁谁不想哭？</p><p>钟薛高作为“杰出刺客”，外加此前过于优秀的热度营销使其在这一轮次中知名度较高，最终成为了那只承受了全部怨气的“出头鸟”。</p><p>在这里我们只是想指出两个客观事实：</p><p>第一，雪糕刺客不止它一家，带给消费者恐惧笼罩的品牌包括还不限于：须尽欢、索菲亚、獭祭、阿波罗、阿苏山等。</p><p>第二，“刺客现象”的直接成因，在于零售终端的标价混乱、不明码标价、高低中价位的雪糕产品在同一冰柜中混装。其第一责任人是渠道终端的经营者，而不是品牌方。</p><p>关于这一点，企业方和有关部门都有着相对清晰的认知。</p><p>7月8日，“钟薛高已在推线下单独冰柜”登上热搜，虽然企业对此表示“暂不回应”，但相关问题的聚焦已相对明确。</p><p>7月9日消息，广州市市场监管部门已率先开展“雪糕明码标价”专项执法行动，着力整治雪糕销售市场不明码标价、标价混乱、价格欺诈等问题。</p><p>截至目前，检查经营主体600多家，派发《价格提醒告诫函》1000多张，开具《责令改正通知书》4份。</p><p><img src=\"https://static.tigerbbs.com/e461a6a38f6453b9d04a98ab3d811726\" tg-width=\"501\" tg-height=\"242\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>顺着这条线挖下去，其实值得探讨的选题也非常多。比如快消品渠道的整合难度、线下场景的心理博弈、疫情下实体零售店家的经营困境等。</p><p>此处不过多展开。相比之下，我们更关心的是钟薛高本身，即为什么是钟薛高？</p><p><i><b>03</b></i><b>营销见长</b></p><p>如果说每一位创业者都有自己的核心技能，那么对于钟薛高创始人林盛来说，营销策划就是他的起家优势。</p><p>自1999年毕业以来，林盛就一直从事着广告工作。</p><p>2014年，随着对行业了解的不断深入，林盛辞去了原先的工作，在上海创办了自己的广告咨询公司。</p><p>此前的稿件中我们曾谈过，对于面向大众的广告传播，快消品牌是匹配度最高的赞助甲方。</p><p>这一点在林盛初期的创业史中也体现得十分明显。</p><p>盛治广告公司有两大知名战绩：一个是帮助东北地方品牌马迭尔走向全国，一个是策划出“中街1946”，打造初代网红雪糕单品。</p><p>在林盛的操盘下，高端化、历史感、品牌价值是其策划重心，宣传方面，传统媒介也不再是这些品牌的宣传重点，取而代之的是美食公众号、探店、网红等新媒体的启用。</p><p>熟悉新消费赛道的投资朋友一定会清楚这种人的行业价值，林盛自己也清楚。</p><p>2018年3月，林盛停掉了营销、广告、咨询的业务。</p><p>成立钟薛高，意为“中国的雪糕”，号称打造中国高端品牌，对抗哈根达斯等国外高端品牌。</p><p>在钟薛高推出之初，林盛曾直接把产品推车开到了小红书总部，同时邀请平台的人气博主试吃并推荐。并公开表示 ：“网红是通向品牌的必经之路，就像20年前CCTV是通向品牌的必经之路一样”。</p><p>“如果你连网红都做不了，那就别做品牌了”。</p><p>钟薛高成立于新消费热度最盛的2018年，美团数据显示，那一年奶茶订单量突破2.1亿单，商户数量翻了3倍。</p><p>前瞻产业研究院则统计，2018年中国茶饮市场规模达到537亿元。多家现制奶茶的明星品牌全年融资超过10亿元，“奈雪の茶”更是以A+轮60亿元估值成为了中国现制茶饮行业的第一个独角兽企业。</p><p>盛况之下，钟薛高的融资之路自然也是顺遂非常，成立仅四个月就拿到了真格基金的天使轮。</p><p>数据显示，钟薛高已完成了4轮融资，其中两次发生于2018年。</p><p>2020年底，钟薛高获得天图投资的股权融资，但未披露具体金额。相隔不到半年时间，钟薛高再度获得元生资本、H Capital、万物资本以及笠心资本联合投资的2亿元，完成A轮。</p><p><img src=\"https://static.tigerbbs.com/b1eddfeb6f0dc33e0f5dc731cbbe1f8f\" tg-width=\"1024\" tg-height=\"238\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>难道这些机构是傻吗？</p><p>或者说得专业一些：最初的投资逻辑，眼下有哪些发生了变化？</p><p><i><b>04</b></i><b>功亏一篑</b></p><p>众所周知，新消费赛道在今年的表现相对低潮。</p><p>今年年初我们便曾撰文《不能理解，消费投资人为什么还不转行？》给予提醒，随后的事态发展也在不断恶化，IT桔子数据显示，2022年Q1新消费领域的投资事件数环比和同比均下降32%，降幅为最大，投资热度大不如前。</p><p>此外在618期间，登上细分行业销售额第一的新品牌不足百个，而去年这一数字是459。</p><p>具体到钟薛高，与其他新消费品牌相比，它有以下几个异同。</p><p>共性方面，它们都踩准了消费群体升级带来溢价收益。</p><p>一直以来，市场的主力消费人群都是18岁至35岁之间，无论是消费能力还是消费意愿都处于相对较高的水平，在当下就是指泛90后一代。</p><p>随着这批消费者年龄的增长，奶茶、雪糕等单品的属性定位也发生了偏移。</p><p>在他们小时候，此类“零食”都隶属于“功能性”刚需产品，消费频次较高，但对产品要求则相对较低。</p><p>随着身份处境的变化，此类“零食”则升级为“悦己型”消费品类，消费频次降低，但对产品品质则有了更高的需求。</p><p>但与奶茶的不同之处在于，奶茶店的品牌加盟特性，使得其线下渠道的铺设更为清晰，在消费者心智方面更加明确。</p><p>我相信直到现在依然有大量的消费群体不能接受20元一杯的奶茶，但清晰的消费场景与各自自由的市场选择，使得这一矛盾消解于无形。</p><p>此外，在十多年前，奶茶的成品基本上就是“粉末冲制摇匀+椰果或粉圆（珍珠）”构成，但新一代奶茶则添加了大量的芝士、奶盖、花果乃至各种谷物颗粒等，这种肉眼可见的区别性，使得消费者更能接受其涨价逻辑，进而弱化其在涨价过程中产生的高溢价带来的不适感。</p><p>然而，雪糕赛道本身的多样化乃至内卷式（伊利蒙牛等乳业巨头的存在）竞争发展，使得其基础情况本就远优于奶茶赛道。</p><p>另一边，在成品的体现上，钟薛高确实没有在更直观的配料上体现出所谓的“增量价值”，这便进一步加剧了矛盾的产生。</p><p>此前的稿件中我们分析，在当下的历史阶段，中国的新消费赛道主要看三个维度的影响。</p><p>第一个维度是钱。水池中的钱，流通中的钱，比如社会消费品零售总额，居民人均可支配收入，这是一切消费的基本前提条件。</p><p>经访问，大多数新消费赛道相关从业者都认为这一点是导致行业遇冷的最大原因。</p><p>对于钟薛高来说也同样受此影响。</p><p>回想2018年以前，舆论市场其实更偏向于自由市场和拜金主义，雪糕刺客这种略带自嘲的梗，未必就能像当下这样理直气壮的流行起来。</p><p><img src=\"https://static.tigerbbs.com/298a3c7a38734692b4e70d98e75f0a1a\" tg-width=\"693\" tg-height=\"417\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>第二个维度是渠道。宣发渠道，交易渠道，电梯广告轰炸也好，笔记种草也好，头部主播直播带货也好，这是新消费快速聚集起其势能的源头抓手，也是过去几年时间里不断被挖掘探索的重点方向。</p><p>甚至有行业总结：5000篇小红书+2000篇知乎问答+超级头部主播带货=新消费品牌爆款。</p><p>正如法国社会学家鲍德里亚在《消费社会》中所说的那样：“今天的消费社会中，人们从来不消费物的本身，人们总是把物用来当作能够突出自我的符号。”</p><p>而这种符号的产生，一则是文化的力量，二则便是渠道的力量。</p><p>在这一点上，钟薛高可以说做得非常好，这也是其早期能够获得资本青睐的重要原因之一。</p><p>回顾风波始末，我们认为钟薛高当下的困境其实有大量的偶然性叠加，比如雪糕刺客不止它一家，再比如混柜销售的行为亦不是它主力促成的。</p><p>此外，在经营策略上，钟薛高其实也踩对了消费升级的窗口期，并遵循了新消费的赛道逻辑，给出了远超及格线之上的打法。</p><p>但当下的舆论困境是客观存在的，且真的有可能对这样一家年轻的企业造成巨大的生存危机。</p><p>我并不想简单地指责其将大量的成本放到了营销上，相反，我认为快消赛道中，<b>营销永远是足以“定生死”的核心维度。</b></p><p>也正是因此，我们才认为当下恶劣的舆论情况，对一个新生品牌的打击是巨大的。</p><p>最后，我想善意提醒的是，钟薛高的成本控制是有问题的。</p><p>在那个恶意剪辑的原版视频中，林盛面对镜头表示：“厄瓜多尔粉钻的成本在40块钱。”</p><p>“这帮人很坏，他从我办公室出去，把门砰带上，下一步把门拧开露了半个头，‘老大，这个原料有点贵啊，咱里面那个柚子比较贵哦。’”</p><p>“我就想这个柚子有什么好贵的，还能贵过巧克力？我说‘没事没事做吧’，等到整个配方出来，财务去下订单采购，被告知柚子120万一吨，我当时就疯了。之后去问才知道，这是日本的一种柚子，半野生状态巴拉巴拉，他就那个价，你爱要不要。”</p><p><img src=\"https://static.tigerbbs.com/bc599fdcbb2c4c15cef56ecc27e35367\" tg-width=\"550\" tg-height=\"613\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>恶意剪辑，突出是一种傲慢态度。但玩好了，你就是罗永浩的人设：“天生骄傲”。</p><p>完整版，体现的细节反而更加细思极恐。</p><p>你这个产品，核心竞争力到底是粉色巧克力还是日本的半野生柚子？</p><p>如果换一个成本更低的平替柚子，节省出来的利润能不能进一步优化企业经营？</p><p>定价流程合不合理？为什么等到批钱了才看到成本表单？</p><p>企业上下的成本意识，到底在哪里？</p><p>近日有媒体分析，钟薛高的生产成本大概是3元到5元，加上运输费用、冷链储藏费用以及经销商、零售商的返点等流通费用，每根生产成本大概是4元到8元，毛利在60%-70%。</p><p>但综合考虑到管理流程、选材偏好、生产效率，真实情况未必能有这么乐观。</p><p>对于高毛利的指责，钟薛高总是透露出一种委屈的感觉，但愿这种委屈是装的。</p><p>因为倘若你真的毛利没那么高，同时结果又不能让消费市场满意，那只能说明产出过程出了问题——对资本市场来说，这无疑是更令人担忧的事。</p><p>有时候，消费者是真的不懂你们新消费的赛道逻辑，但他们所信奉的最朴素的价值观，往往是最不容忽视的。</p><p>回到这，“一分钱一分货”就是最基本的商业逻辑。</p><p>值不值那个价，吃一口便知道。</p></body></html>","source":"lsy1602565175838","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\" 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.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钟薛高的局部胜利与全面溃败\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-07-10 10:20 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s?__biz=MzkxMzM0OTY2OQ==&mid=2247495395&idx=1&sn=e1e4d600c15d65fc906d9497963746df&chksm=c17da3a9f60a2abf5cf7bbc3581b5e7d57d84d8b24837c9a0afc78c3c51397b135b65f58b7de&mpshare=1&scene=23&srcid=0710SgGahq4tplEmOBLgjIRQ&sharer_sharetime=1657413286381&sharer_shareid=00a55b671777cf0e253d4693000ead51#rd><strong>财经琦观</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>作者：贾琦钟薛高是我老婆的一生之敌。2021年夏，妻子在网上买了一整箱钟薛高。当时正值66元“厄瓜多尔粉钻”雪糕频上热搜，创始人林盛的那句“它就那么贵，你爱要不要”（后被证明为恶意剪辑）在各个平台流传，为这款产品吸足了眼球。本着“咱也奢侈一把”的心态妻子直接买了整整一箱。随后，“我看它何时倒闭”就成了她经常挂在嘴边的碎碎念。我没想过拿这种事写文章。自由的消费市场，自由的定价环境。自愿的购买行为，...</p>\n\n<a href=\"https://mp.weixin.qq.com/s?__biz=MzkxMzM0OTY2OQ==&mid=2247495395&idx=1&sn=e1e4d600c15d65fc906d9497963746df&chksm=c17da3a9f60a2abf5cf7bbc3581b5e7d57d84d8b24837c9a0afc78c3c51397b135b65f58b7de&mpshare=1&scene=23&srcid=0710SgGahq4tplEmOBLgjIRQ&sharer_sharetime=1657413286381&sharer_shareid=00a55b671777cf0e253d4693000ead51#rd\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/c5753d5dfc6a427ed787b4ba25cc8e61","relate_stocks":{"XLY":"消费品指数ETF-SPDR可选消费品"},"source_url":"https://mp.weixin.qq.com/s?__biz=MzkxMzM0OTY2OQ==&mid=2247495395&idx=1&sn=e1e4d600c15d65fc906d9497963746df&chksm=c17da3a9f60a2abf5cf7bbc3581b5e7d57d84d8b24837c9a0afc78c3c51397b135b65f58b7de&mpshare=1&scene=23&srcid=0710SgGahq4tplEmOBLgjIRQ&sharer_sharetime=1657413286381&sharer_shareid=00a55b671777cf0e253d4693000ead51#rd","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1187748633","content_text":"作者：贾琦钟薛高是我老婆的一生之敌。2021年夏，妻子在网上买了一整箱钟薛高。当时正值66元“厄瓜多尔粉钻”雪糕频上热搜，创始人林盛的那句“它就那么贵，你爱要不要”（后被证明为恶意剪辑）在各个平台流传，为这款产品吸足了眼球。本着“咱也奢侈一把”的心态妻子直接买了整整一箱。随后，“我看它何时倒闭”就成了她经常挂在嘴边的碎碎念。我没想过拿这种事写文章。自由的消费市场，自由的定价环境。自愿的购买行为，自愿的后续决策。妻子是觉得不值那个价，我也确实觉得口感上来说，钟薛高与其他三、四元的雪糕相比并没有什么不同，但这毕竟是一种主观感受。我觉得不值，不买就是了。其他消费者自然也会根据其自身的判断去作出后续决策。最后，我们将一个个加总起来，构成自由消费市场的巨大洪流，捧起或淹没那些品牌巨星——这是每天都在发生的事，实在是不值得记录。但随着舆情的愈演愈烈，其背后暴露出来的有价值的信息就越来越多了。我们认为，值得讨论的是以下几个议题：1、当下的舆情重心定义；2、钟薛高的热度是怎么来的？除了所谓的营销，它与消费主体的代际变化，雪糕赛道的定义更迭又有着怎样的关系？3、关于汹涌的负面舆情，钟薛高到底踩了哪些坑？或者说，是谁把它坑了？01局部胜利近日，关于钟薛高雪糕高温不化的新闻频上热搜。网友发现在31℃的室温下放置1小时，该雪糕仍保持固体，这令不少消费者担心其产品中添加了凝固剂、防腐剂等成分。随着舆情的进一步发酵，大量自媒体开始整活，用火烧，用蜡点，然后进一步宣告其在高温下不但不融，反而是变黑变焦，再次扩大了品牌负面影响。从实际获益的角度，我们可以将整个舆论简单抽象为“保卫钟薛高”和“反对钟薛高”的两方对抗。在“雪糕不化”这一局部战场上，我们认为“保卫钟薛高”已经取得了全面胜利，任何在这一维度的纠缠行为都是该品牌所不惧怕的。从公共舆论关系的角度总结如下：1、验证方法的不科学不合理，有利于塑造“反对钟薛高=反智人群”的舆论认知；截图来自知乎热门回答2、随着这一问题的持续纠缠，钟薛高配方中，含水量少，蛋白质含量高等事实会进一步传播，进而再次巩固其“高端”定位；3、由于此次舆论攻击本身的不够扎实，钟薛高在客观上成为“受害者”，有利于引发中立群体的同情；在前互联网时代，舆论对抗双方的一线人员都是相对专业的媒体从业者，因此大家都会在所谓的游戏规则之下彼此攻伐，那么在这一传统视角中，“雪糕不化”的攻击无疑是一步臭棋。然而在个人即媒体的信息时代，品牌方所面临的对手实则是发生了质的改变。舆情分散化、无序化以及集体潜意识，使得其敌手变得更加巨大，也更加难以预测，“不讲章法”。回到本案例，面对局部战场的失利，我们注意到不少的网友开始转发这样一句话：“就算说钟薛高里面有间谍卫星我也点赞了，我只想看钟薛高死。”这种明显耍混的招数，实际带来的杀伤是非常有效的。第一，潜台词承认了“雪糕不化”战场的失败，但拒绝了“反智人群”的帽子。利利索索与不利战场完成了切割，最大化降低了舆论损失；第二，直指问题的主要矛盾，直接透露出消费者对品牌方的厌恶情绪，把“消费者即上帝”的优势地位发挥至最大化；第三，玩梗式的幽默化处理有利于信息的进一步传播。至此，我们得出了第一个问题的答案：钟薛高当下舆情的重心，在于品牌友好度，而不是雪糕化不化的问题。在对外口径上，你们可以咬死“这就是水军的抹黑”。但在对内的问题定义上，千万不要犯糊涂。药吃错了，事情还有得补救。病看错了，便只能是徒留蹉跎。02杰出刺客风波起于“雪糕刺客”。很久没有看到质量这么高的网络段子了。玩过MOBA类游戏的可能更容易体会到这四个字的感受。当你在野区经营时，突然出现的兰陵王、狮子狗或者从天而降的蓝猫带给玩家的“一激灵”，那种提心吊胆的感受以及瞬间被秒折磨感，就是钟薛高们给消费者的感受。不知何时会中招，不知哪一步会中招，不知会不会中招。笼罩在冰柜里的“刺客测不准定律”，搁谁谁不想哭？钟薛高作为“杰出刺客”，外加此前过于优秀的热度营销使其在这一轮次中知名度较高，最终成为了那只承受了全部怨气的“出头鸟”。在这里我们只是想指出两个客观事实：第一，雪糕刺客不止它一家，带给消费者恐惧笼罩的品牌包括还不限于：须尽欢、索菲亚、獭祭、阿波罗、阿苏山等。第二，“刺客现象”的直接成因，在于零售终端的标价混乱、不明码标价、高低中价位的雪糕产品在同一冰柜中混装。其第一责任人是渠道终端的经营者，而不是品牌方。关于这一点，企业方和有关部门都有着相对清晰的认知。7月8日，“钟薛高已在推线下单独冰柜”登上热搜，虽然企业对此表示“暂不回应”，但相关问题的聚焦已相对明确。7月9日消息，广州市市场监管部门已率先开展“雪糕明码标价”专项执法行动，着力整治雪糕销售市场不明码标价、标价混乱、价格欺诈等问题。截至目前，检查经营主体600多家，派发《价格提醒告诫函》1000多张，开具《责令改正通知书》4份。顺着这条线挖下去，其实值得探讨的选题也非常多。比如快消品渠道的整合难度、线下场景的心理博弈、疫情下实体零售店家的经营困境等。此处不过多展开。相比之下，我们更关心的是钟薛高本身，即为什么是钟薛高？03营销见长如果说每一位创业者都有自己的核心技能，那么对于钟薛高创始人林盛来说，营销策划就是他的起家优势。自1999年毕业以来，林盛就一直从事着广告工作。2014年，随着对行业了解的不断深入，林盛辞去了原先的工作，在上海创办了自己的广告咨询公司。此前的稿件中我们曾谈过，对于面向大众的广告传播，快消品牌是匹配度最高的赞助甲方。这一点在林盛初期的创业史中也体现得十分明显。盛治广告公司有两大知名战绩：一个是帮助东北地方品牌马迭尔走向全国，一个是策划出“中街1946”，打造初代网红雪糕单品。在林盛的操盘下，高端化、历史感、品牌价值是其策划重心，宣传方面，传统媒介也不再是这些品牌的宣传重点，取而代之的是美食公众号、探店、网红等新媒体的启用。熟悉新消费赛道的投资朋友一定会清楚这种人的行业价值，林盛自己也清楚。2018年3月，林盛停掉了营销、广告、咨询的业务。成立钟薛高，意为“中国的雪糕”，号称打造中国高端品牌，对抗哈根达斯等国外高端品牌。在钟薛高推出之初，林盛曾直接把产品推车开到了小红书总部，同时邀请平台的人气博主试吃并推荐。并公开表示 ：“网红是通向品牌的必经之路，就像20年前CCTV是通向品牌的必经之路一样”。“如果你连网红都做不了，那就别做品牌了”。钟薛高成立于新消费热度最盛的2018年，美团数据显示，那一年奶茶订单量突破2.1亿单，商户数量翻了3倍。前瞻产业研究院则统计，2018年中国茶饮市场规模达到537亿元。多家现制奶茶的明星品牌全年融资超过10亿元，“奈雪の茶”更是以A+轮60亿元估值成为了中国现制茶饮行业的第一个独角兽企业。盛况之下，钟薛高的融资之路自然也是顺遂非常，成立仅四个月就拿到了真格基金的天使轮。数据显示，钟薛高已完成了4轮融资，其中两次发生于2018年。2020年底，钟薛高获得天图投资的股权融资，但未披露具体金额。相隔不到半年时间，钟薛高再度获得元生资本、H Capital、万物资本以及笠心资本联合投资的2亿元，完成A轮。难道这些机构是傻吗？或者说得专业一些：最初的投资逻辑，眼下有哪些发生了变化？04功亏一篑众所周知，新消费赛道在今年的表现相对低潮。今年年初我们便曾撰文《不能理解，消费投资人为什么还不转行？》给予提醒，随后的事态发展也在不断恶化，IT桔子数据显示，2022年Q1新消费领域的投资事件数环比和同比均下降32%，降幅为最大，投资热度大不如前。此外在618期间，登上细分行业销售额第一的新品牌不足百个，而去年这一数字是459。具体到钟薛高，与其他新消费品牌相比，它有以下几个异同。共性方面，它们都踩准了消费群体升级带来溢价收益。一直以来，市场的主力消费人群都是18岁至35岁之间，无论是消费能力还是消费意愿都处于相对较高的水平，在当下就是指泛90后一代。随着这批消费者年龄的增长，奶茶、雪糕等单品的属性定位也发生了偏移。在他们小时候，此类“零食”都隶属于“功能性”刚需产品，消费频次较高，但对产品要求则相对较低。随着身份处境的变化，此类“零食”则升级为“悦己型”消费品类，消费频次降低，但对产品品质则有了更高的需求。但与奶茶的不同之处在于，奶茶店的品牌加盟特性，使得其线下渠道的铺设更为清晰，在消费者心智方面更加明确。我相信直到现在依然有大量的消费群体不能接受20元一杯的奶茶，但清晰的消费场景与各自自由的市场选择，使得这一矛盾消解于无形。此外，在十多年前，奶茶的成品基本上就是“粉末冲制摇匀+椰果或粉圆（珍珠）”构成，但新一代奶茶则添加了大量的芝士、奶盖、花果乃至各种谷物颗粒等，这种肉眼可见的区别性，使得消费者更能接受其涨价逻辑，进而弱化其在涨价过程中产生的高溢价带来的不适感。然而，雪糕赛道本身的多样化乃至内卷式（伊利蒙牛等乳业巨头的存在）竞争发展，使得其基础情况本就远优于奶茶赛道。另一边，在成品的体现上，钟薛高确实没有在更直观的配料上体现出所谓的“增量价值”，这便进一步加剧了矛盾的产生。此前的稿件中我们分析，在当下的历史阶段，中国的新消费赛道主要看三个维度的影响。第一个维度是钱。水池中的钱，流通中的钱，比如社会消费品零售总额，居民人均可支配收入，这是一切消费的基本前提条件。经访问，大多数新消费赛道相关从业者都认为这一点是导致行业遇冷的最大原因。对于钟薛高来说也同样受此影响。回想2018年以前，舆论市场其实更偏向于自由市场和拜金主义，雪糕刺客这种略带自嘲的梗，未必就能像当下这样理直气壮的流行起来。第二个维度是渠道。宣发渠道，交易渠道，电梯广告轰炸也好，笔记种草也好，头部主播直播带货也好，这是新消费快速聚集起其势能的源头抓手，也是过去几年时间里不断被挖掘探索的重点方向。甚至有行业总结：5000篇小红书+2000篇知乎问答+超级头部主播带货=新消费品牌爆款。正如法国社会学家鲍德里亚在《消费社会》中所说的那样：“今天的消费社会中，人们从来不消费物的本身，人们总是把物用来当作能够突出自我的符号。”而这种符号的产生，一则是文化的力量，二则便是渠道的力量。在这一点上，钟薛高可以说做得非常好，这也是其早期能够获得资本青睐的重要原因之一。回顾风波始末，我们认为钟薛高当下的困境其实有大量的偶然性叠加，比如雪糕刺客不止它一家，再比如混柜销售的行为亦不是它主力促成的。此外，在经营策略上，钟薛高其实也踩对了消费升级的窗口期，并遵循了新消费的赛道逻辑，给出了远超及格线之上的打法。但当下的舆论困境是客观存在的，且真的有可能对这样一家年轻的企业造成巨大的生存危机。我并不想简单地指责其将大量的成本放到了营销上，相反，我认为快消赛道中，营销永远是足以“定生死”的核心维度。也正是因此，我们才认为当下恶劣的舆论情况，对一个新生品牌的打击是巨大的。最后，我想善意提醒的是，钟薛高的成本控制是有问题的。在那个恶意剪辑的原版视频中，林盛面对镜头表示：“厄瓜多尔粉钻的成本在40块钱。”“这帮人很坏，他从我办公室出去，把门砰带上，下一步把门拧开露了半个头，‘老大，这个原料有点贵啊，咱里面那个柚子比较贵哦。’”“我就想这个柚子有什么好贵的，还能贵过巧克力？我说‘没事没事做吧’，等到整个配方出来，财务去下订单采购，被告知柚子120万一吨，我当时就疯了。之后去问才知道，这是日本的一种柚子，半野生状态巴拉巴拉，他就那个价，你爱要不要。”恶意剪辑，突出是一种傲慢态度。但玩好了，你就是罗永浩的人设：“天生骄傲”。完整版，体现的细节反而更加细思极恐。你这个产品，核心竞争力到底是粉色巧克力还是日本的半野生柚子？如果换一个成本更低的平替柚子，节省出来的利润能不能进一步优化企业经营？定价流程合不合理？为什么等到批钱了才看到成本表单？企业上下的成本意识，到底在哪里？近日有媒体分析，钟薛高的生产成本大概是3元到5元，加上运输费用、冷链储藏费用以及经销商、零售商的返点等流通费用，每根生产成本大概是4元到8元，毛利在60%-70%。但综合考虑到管理流程、选材偏好、生产效率，真实情况未必能有这么乐观。对于高毛利的指责，钟薛高总是透露出一种委屈的感觉，但愿这种委屈是装的。因为倘若你真的毛利没那么高，同时结果又不能让消费市场满意，那只能说明产出过程出了问题——对资本市场来说，这无疑是更令人担忧的事。有时候，消费者是真的不懂你们新消费的赛道逻辑，但他们所信奉的最朴素的价值观，往往是最不容忽视的。回到这，“一分钱一分货”就是最基本的商业逻辑。值不值那个价，吃一口便知道。","news_type":1,"symbols_score_info":{"XLY":0.9}},"isVote":1,"tweetType":1,"viewCount":1902,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3440423533696248","authorId":"3440423533696248","name":"张狗剩","avatar":"https://static.tigerbbs.com/95ee054a2f38ca9ea17bbb01b10bb9ba","crmLevel":7,"crmLevelSwitch":1,"idStr":"3440423533696248","authorIdStr":"3440423533696248"},"content":"这玩意爱买就买，不愿买就不买，也没啥","text":"这玩意爱买就买，不愿买就不买，也没啥","html":"这玩意爱买就买，不愿买就不买，也没啥"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":466377387766088,"gmtCreate":1754886483170,"gmtModify":1754886494545,"author":{"id":"3579853020149080","authorId":"3579853020149080","name":"翻三十倍AHT的涂泥私房","avatar":"https://static.tigerbbs.com/93c6b2a5ce746009b777a1940ae2a33a","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3579853020149080","authorIdStr":"3579853020149080"},"themes":[],"htmlText":"<a 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