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iclass
iclass
·
02-19
非常看好，预计9亿净利润
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编组 21备份 2
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iclass
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？
$瑞幸咖啡(LKNCY)$ 然后大跌10%，是什么原因？
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iclass
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
20年前，脑白金光在春节假期期间就能卖出8.2亿元。2024年12月，脑白金咖啡实验室在巨人网络园区中成立，创始人史玉柱到场助阵。从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。
年货钉子户脑白金，盯上瑞幸饭碗
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iclass
iclass
·
01-22
利好老虎🐯
非常抱歉，此主贴已删除
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1
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iclass
iclass
·
01-13
原来是猜测啊
瑞幸香港扩张梦碎：高价策略难撼动竞争激烈的咖啡市场
瑞幸咖啡在香港的扩张不太可能改变游戏规则，因为当地竞争激烈，而且缺乏价格优势，同样星巴克、麦当劳和太平洋咖啡等知名品牌也会对瑞幸咖啡构成了重大挑战。首先，瑞幸在香港的定价策略并没有提供物有所值的服务，而且其价格也高于当地竞争对手及其在深圳的门店。因此，未来瑞幸咖啡在香港的竞争可能将保持一种理性的竞争态势，不太可能为了获得市场份额而在香港大幅打折。
瑞幸香港扩张梦碎：高价策略难撼动竞争激烈的咖啡市场
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iclass
iclass
·
2024-05-17
$老虎证券(TIGR)$
老虎🐯要起飞了
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iclass
iclass
·
2024-05-13
$老虎证券(TIGR)$
该涨了，国外发展不错
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iclass
iclass
·
2024-05-01
一起玩
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iclass
iclass
·
2023-12-01
持续强
理想汽车：11月共计交付新车41,030辆，同比增长172.9%
全年累计交付325,677辆，提前达成2023年30万辆目标。
理想汽车：11月共计交付新车41,030辆，同比增长172.9%
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iclass
iclass
·
2023-11-12
$瑞幸咖啡(LKNCY)$
回主板的时间确定了吗
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然后大跌10%，是什么原因？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/401323432702464","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":855,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":398216513630696,"gmtCreate":1738243550466,"gmtModify":1738243551559,"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":"一个时代成就一代人。该休养的时候就要休养","listText":"一个时代成就一代人。该休养的时候就要休养","text":"一个时代成就一代人。该休养的时候就要休养","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/398216513630696","repostId":"2507645101","repostType":2,"repost":{"id":"2507645101","kind":"highlight","weMediaInfo":{"introduction":"科技商业观察家。微创新提出者。","home_visible":1,"media_name":"金错刀","id":"1023100042","head_image":"https://static.tigerbbs.com/bd95e24719f249c0bbc96822817a73e4"},"pubTimestamp":1738208580,"share":"https://www.laohu8.com/m/news/2507645101?lang=&edition=full","pubTime":"2025-01-30 11:43","market":"sh","language":"zh","title":"年货钉子户脑白金，盯上瑞幸饭碗","url":"https://stock-news.laohu8.com/highlight/detail?id=2507645101","media":"金错刀","summary":"20年前，脑白金光在春节假期期间就能卖出8.2亿元。2024年12月，脑白金咖啡实验室在巨人网络园区中成立，创始人史玉柱到场助阵。从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。","content":"<html><body><div><p><img src=\"https://static.tigerbbs.com/69dbd9ef6abb4534a540146a76ba0e5f\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>文/ 金错刀频道</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>点击这里边听边看</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/195aad4eb7ce4dd8a2db962711c8ef6c\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>说到过年送礼，很多人第一时间就会想到这么一句广告语：</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>今年过节不收礼，收礼就送脑白金。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>这句洗脑消费者20多年的广告语，已经深深刻在了大家的DNA里。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>20年前，脑白金光在春节假期期间就能卖出8.2亿元。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>时过境迁，当代消费者已经对脑白金不再感兴趣，脑白金似乎也已经销声匿迹了很久。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>直到这个冬天，脑白金突然携带全新的产品回归视野，</span><span>而这次他们瞅准的人，不是需要“年轻态”的爸妈，而是还有不到一周就要回去上班的年轻人。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2024年12月，脑白金咖啡实验室在<a href=\"https://laohu8.com/S/002558\">巨人网络</a>园区中成立，创始人史玉柱到场助阵。</span></p><p><img src=\"https://static.tigerbbs.com/1ec60e1898794b46b4fcbcace5a14428\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在此前，脑白金咖啡已经以快闪店的形式在上海亮相两次，每次都引起了大量关注。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>除此之外，脑白金咖啡也已经悄悄开启了线上销售，在电商平台，脑白金冻干咖啡、挂耳咖啡等产品应有尽有。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然还没大张旗鼓地开店，但史玉柱对脑白金咖啡的期望却很高：</span><span>“成为互联网公司园区咖啡的天花板。”</span></p><p><img src=\"https://static.tigerbbs.com/9482d3c19cf245e69a1514bb9d278b6f\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金和咖啡，两个看似风马牛不相及的产品突然被联系在了一起，让不少人惊掉下巴。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但其实，做咖啡是脑白金一次无奈的豪赌。</span></p><p><img src=\"https://static.tigerbbs.com/ae0857a506eb49e3952ecaaea3cb8625\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span>老头收割机，来抢瑞幸生意</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>说到脑白金，它的最大功效就是让老年人睡个好觉。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而咖啡，则是年轻人用来“强行开机”的续命饮料。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>那助眠的脑白金，结合提神的咖啡到底会玩出什么新花样，实在让人好奇。</span></p><p><img src=\"https://static.tigerbbs.com/f4b948402ef3496cb396f2f887441637\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但作为深受脑白金广告洗脑的一代人，看见这个标签不禁会感到疑惑：</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>咖啡赛道如此之卷，脑白金咖啡能凭什么突出重围呢？</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其实，脑白金咖啡在下赛道之前，就给自己找准了两个突围的方向。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第一个方向，就是从咖啡本身入手。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>从外观来看，脑白金咖啡延续了过去的深蓝色设计，再经过设计一番后，看上去甚至八分像瑞幸咖啡。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然长得像瑞幸，但脑白金咖啡明显不愿意和瑞幸共同掺和9.9赛道的平民咖啡玩法。</span></p><p><img src=\"https://static.tigerbbs.com/60bb876dbd3e4b5c88a230d4c33ff69c\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>它选择了脑白金深埋在消费者中的价值锚：</span><strong><span>健康。</span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>保健咖啡并不稀罕，之前<a href=\"https://laohu8.com/S/600085\">同仁堂</a>就靠着中药+咖啡的噱头，尝试了一把网红的滋味。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但相较于同仁堂的佛系，脑白金这次显然是有备而来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在内测会上展示的产品中，脑白金主打的就是一个中药材+咖啡。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其中不光有枸杞、红枣这类大众食补药材，还有黄芪、人参等等药劲儿较大的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>此外，除了传统中药材，脑白金还没有错过其余健康食品的赛道。</span></p><p><img src=\"https://static.tigerbbs.com/9f1c0c82a12b4fc7871dceee060fdb8d\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如喝了不怕失眠的“低咖啡因”咖啡，以及添加了益生菌的咖啡等等。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有网友笑称，这几乎就是把脑白金直接兑到了咖啡里面，赚完爸妈的钱，脑白金还是盯上了自己。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过，</span><span><strong>脑白金咖啡的第二个方向，就是从开店地址上拿捏年轻人。</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金咖啡选择的赛道是“园区咖啡”，顾名思义，就是专门开在各大园区里，供园区上班的白领打工人消费的咖啡品牌。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>虽然这个概念并不多见，但这一赛道其实早就非常拥挤。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>主打便宜大碗的库迪、瑞幸早就在各大写字楼之间杀得面红耳赤，除了这两者之外，还有仗着Wifi和办公桌的<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>，以及主打咖啡师手作的Manner。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/4d50917e52a24f2cb46b5b135fef8019\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>想要在这些卷王中卷出一席之地，脑白金咖啡光有“养生”噱头恐怕还难以立足。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是脑白金咖啡的品牌负责人，还给自家咖啡赋予了一个新理念：用游戏研发的创新理念打造。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管很难说明咖啡+游戏到底是什么玩法，但是根据介绍，脑白金咖啡是想营造一种和游戏有关的“生活方式”，借此来打动年轻消费者。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>只不过，脑白金咖啡虽然噱头十足，但未来场景并不明朗，最大的阻力其实很明显：</span><strong><span>价格战。</span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>咖啡虽然是近几年最热的赛道，但在经过两大巨头库迪和瑞幸持续常年的9.9元拉锯战后，行业可谓是异常地卷，就连星巴克都处在出局边缘了。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/a9739e1b8e384c059364ecfeee8e7154\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而新入局的脑白金咖啡，尽管有着“养生”优势和清晰的定位，但均价20元左右的售价，确实很难和瑞幸、库迪硬刚正面。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在脑白金咖啡的官方旗舰店内，上架的脑白金挂耳咖啡、冻干咖啡等产品的销量并没有很多。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>并且有一些消费者表示，脑白金咖啡的性价比甚至不如一些老牌的网红速溶、挂耳咖啡，没什么竞争力。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>野心满满的脑白金咖啡，开局就是困难模式。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/d175255b939540068bbe8e83e19d3c87\" ui=\"\" var=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><strong><span>赛道越卷，史玉柱越兴奋</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不少人都把脑白金做咖啡视作“玩票行为”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但即便是玩票，还是引得史玉柱本人站台，并且立下“做园区咖啡天花板”的目标，背后野心昭然若揭。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>其实，脑白金执意打造咖啡品牌，最主要的动力是脑白金的年轻化执念。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>史玉柱的上一个爆品脑白金可谓出道即巅峰，上市的第二年销售额就高达13亿，更是连续16年霸占中国保健品销售榜榜首。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/c28bf39ba1284becad81c35bf54a5899\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>不过脑白金叱咤风云十多年，还是没能逃过时代的大浪淘沙。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>2015年，脑白金已成了强弩之末，不仅在次年不再公布销量，就连洗脑的广告也彻底销声匿迹，很显然，老年市场已经不吃这一套了。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但史玉柱敏锐地意识到：过去在“魔音贯耳”下长大的90后，如今已经到了该养生的年纪。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是在2022年，脑白金突然回归，打出了针对年轻人的保健品牌“脑白金+”。</span></p><p><img src=\"https://static.tigerbbs.com/67fa718f87dd49e9acee433ad9f4bd68\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金+旗下的多款产品，直打当代年轻人的养生痛点，比如助消化的“大口7”、提升精力的“活力8”、助眠产品“睡好9”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管脑白金痛点打得到位，还用上了自以为年轻化的谐音梗，但受限于年轻人的“刻板印象”，脑白金+始终没有在年轻人群体中打开销路，甚至连水花都见不到。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而本次的“脑白金咖啡”正是脑白金+旗下最新打造的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>毕竟“脑白金做咖啡”的噱头，要比“脑白金做年轻保健品”听上去要更为反差，更吸睛。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就算脑白金咖啡在日后没能形成规模，但是凭借这么一折腾，脑白金+也算是市场上引来不少关注。</span></p><p><img src=\"https://static.tigerbbs.com/cafbe1558cbf4a35986ae6302c0d4dbd\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>至于为何脑白金选择最卷的咖啡赛道入手，这还得算是史玉柱的创业惯性。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>作为90年代最著名的头部富豪之一，史玉柱的创业经历跌宕起伏，总结一下就是：</span><span><strong>敢跨界，但都能爆。</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>早在1988年，史玉柱就通过打造M-6402汉卡赚到了第一桶金，成立了巨人网络，登上了90年代的中国富豪榜。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有钱之后，史玉柱难免有些飘，随即在珠海打造中国第一高楼巨人大厦，但集团陷入财务危机，大厦也成了史玉柱的滑铁卢。</span></p><p><img src=\"https://static.tigerbbs.com/0919b41810e04a109d5f443610ea0631\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>尽管史玉柱的老本行电子科技行业在当年发展迅猛，但是他却把东山再起的赛道押到了自己从未涉足过的保健品生意上。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>很快，脑白金横空出世，带领史玉柱和巨人集团迎来了事业第二春。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>可能是预判到了脑白金终有一天会过气，史玉柱在2004年前后又把战线开到了新领域：网络游戏，打造了现象级网游《征途》。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>除此之外，史玉柱还进军过白酒行业，推出过“征途黄金酱酒”，跟茅台抢生意。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>很容易发现，史玉柱每次选择的新赛道都有两个特点：</span><span>一是和上一份行业风马牛不相及；二是闯入期正值赛道最卷的时期。</span></p><p><img src=\"https://static.tigerbbs.com/895939498b6a45fb9b573a34f49f0d4f\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如在脑白金诞生的90年代末，正值保健品行业集体爆发的年代，养生堂、权健等保健品巨头都是在当年开始集中发力的。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如今闯入咖啡赛道，也正值整个赛道斗争最白热化的时期，这无异于也是一次“豪赌”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但如今的创业环境相比90年代和世纪初，明显更卷、更玩命。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就光在咖啡赛道，除了史玉柱的巨人集团外，还有同仁堂、中国邮政、蔚来汽车等诸多同样“风马牛不相及”的品牌跨界而来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>大风浪中，不怕大起大落，就怕默默离场。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/01e808c2691c423696820b8e40905cf8\" ui=\"\" var=\"\" visible=\"\" yahei=\"\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong>老品牌的新赛道，越走路越险</strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>脑白金开始卷咖啡，看上去令人摸不着头脑。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但是经过“跨界狂人”史玉柱的种种行为来看，不难看出老品牌在自身发展陷入泥潭之后，做出的两种破局方法。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第一，就是像脑白金一样开辟新赛道。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>老品牌之所以“老”，一是因为成立年份时间长，二则是因为产品、营销跟不上当下市场需求。</span></p><p><img src=\"https://static.tigerbbs.com/78c7601bbb6d41839db4bcb5ce9f30c3\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>于是，不少品牌寄希望于通过打造年轻化的新产品，为企业寻求新的增长点。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>比如脑白金就是发现，让消费者兴趣重新回归经典产品的概率不大后，才开始换个赛道继续卷。</span></p><p><img src=\"https://static.tigerbbs.com/80e5326aa5ff46da953b0c6d02a173e1\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而辣条界一哥卫龙，也是在消费者对辣条的兴趣逐渐衰弱之际，陆续推出了主打低热量的魔芋爽、素毛肚等产品，靠新产品再次支撑了起来。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span>第二，就是通过“年轻化”的营销手段来吸引眼球。</span></strong></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>北京老字号茶房吴裕泰，在近几年频频通过抹茶冰激凌出圈爆火。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>吴裕泰显然是不想通过这款冰激凌成为第二个钟薛高，它的最终目的还是吸引人们对吴裕泰的其余产品感兴趣。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/a0ffb4a9cb134856b3eb363e817f34dc\"/></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>在冰激凌出圈后，吴裕泰旗下的花茶等亲民茶饮销售额水涨船高，在2022年全年销售额突破10亿，算是一次“新网红带动老字号”的成功案例。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但年轻化并不是谁都能走通的一条“险路”。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>就在不久前，茅台过去花极大精力打造的年轻化新品茅台冰淇淋宣布停产，多家店铺关闭。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>前前后后折腾了两年，茅台既没有把茅台冰淇淋打造成新的业务增长点，也没有把消费者的兴趣引回到茅台酒身上。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>究其原因，市场对茅台酒过于固化的印象，以及天然和年轻人“绝缘”的产品性质，导致了茅台整体年轻化的滑铁卢。</span></p><p><img src=\"https://static.tigerbbs.com/9ae40eaf8cb646d49d13b5598c380c42\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>所以说，不管是寻找噱头，还是寻找新的赛道，老品牌想要在新时代突出重围，都有一个必要条件：</span><span>产品力本身得足够强。</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" var=\"\" yahei=\"\"></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有许多老品牌之所以能“年轻化”成功，本身靠着的是自己跨时代都能打的产品。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>天津人的童年回忆郁美净，在这几年重出江湖后，无论销量还是口碑都有着可圈可点的成绩。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>有很多人认为，郁美净之所以能够年轻化成功，是靠着“董事长直播间跳舞”等博人眼球的营销手段完成的。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>但实际上，郁美净在成功赚到了流量和噱头之后，能够靠自己足够好的产品与性价比，把流量转化为真金白银的销量。</span></p><p><img src=\"https://static.tigerbbs.com/6a09f47fa66d44ce9ded85ea94c04608\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>而正处在“转型期”的脑白金，如果光凭借脑白金咖啡带来的噱头，其实并不能实现真正意义上的重获第二春。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>毕竟脑白金作为20年前的大爆品早就过时，无法在新时代重现辉煌。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span>如今脑白金进入咖啡赛道，如果抱着“玩一玩，吸引眼球”的态度去做的话，很可能最后还是竹篮打水一场空。</span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><span>对于功成名就的品牌来说，“年轻化”并不是简单的玩票而已。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" visible=\"\" yahei=\"\"><span><strong><span><span>不管是跨界还是年轻化，都是一次新的创业。</span></span></strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><em arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><em><span>图片来源于网络，侵权请联系删除</span></em></span></em></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>@The End</span></strong></p><p><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>本篇作者 </span></strong><strong><span>| </span></strong></span><span>宸希 </span><span><strong><span><strong><span><strong>|</strong><strong><strong><span> 内容运营</span></strong></strong></span></strong></span></strong><strong> </strong><strong><span>| </span></strong></span><span>博文</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span><strong>主理人<span><strong><span><strong> |</strong></span></strong></span></strong> </span></strong><span>祥燎</span><strong><span><strong> 主编 |</strong></span></strong></span><strong> </strong><span>张一弛</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今日好书推荐：</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">冬天太冷，旅行太难</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">足不出户，带你游览祖国大好河山！</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">典藏级国民地理书，以地理和科普的视角，</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">还原少有人知的中国相貌，</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">记录我们未曾亲历的中国崛起。</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这套书被形容为“书架上的中国纪录片”</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>原价189元，金错刀</span><span><strong><span>特价149元</span></strong><span>！</span></span></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一顿饭钱，给过年假期一次充电的机会</span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>点击下方了解更多</span></strong><strong arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/1e83494d9f1443cdae6332caafb1ce7e\"/></span></strong></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/12f3a49701604b57a0532b92077e7ec6\"/></span></span><span><span><img src=\"https://static.tigerbbs.com/69c69c6cd69743a79437fc07b2371b1c\"/></span></span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/94112ef47a68429b9a0b4a1628f1b29c\"/></span></span></p><p arial=\"\" blinkmacsystemfont=\"\" center=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/7e9b725581be4e1d83a6d9045d163a5d\"/></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">点个</span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">在看 </span><span arial=\"\" bold=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" yahei=\"\">不错过刀哥辣评</span></span><img src=\"https://static.tigerbbs.com/9ea5be59c5344d95b9755ce8bba2b24c\"/></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>年货钉子户脑白金，盯上瑞幸饭碗</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ 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 不错过刀哥辣评","news_type":1},"isVote":1,"tweetType":1,"viewCount":376,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":395333770355272,"gmtCreate":1737544699293,"gmtModify":1737544701118,"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":"利好老虎🐯","listText":"利好老虎🐯","text":"利好老虎🐯","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/395333770355272","repostId":"1177090749","repostType":2,"isVote":1,"tweetType":1,"viewCount":326,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":392139497570408,"gmtCreate":1736768583257,"gmtModify":1736768585337,"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":"原来是猜测啊","listText":"原来是猜测啊","text":"原来是猜测啊","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/392139497570408","repostId":"2503378012","repostType":2,"repost":{"id":"2503378012","kind":"highlight","pubTimestamp":1736756327,"share":"https://www.laohu8.com/m/news/2503378012?lang=&edition=full","pubTime":"2025-01-13 16:18","market":"us","language":"zh","title":"瑞幸香港扩张梦碎：高价策略难撼动竞争激烈的咖啡市场","url":"https://stock-news.laohu8.com/highlight/detail?id=2503378012","media":"金融界","summary":"瑞幸咖啡在香港的扩张不太可能改变游戏规则，因为当地竞争激烈，而且缺乏价格优势，同样星巴克、麦当劳和太平洋咖啡等知名品牌也会对瑞幸咖啡构成了重大挑战。首先，瑞幸在香港的定价策略并没有提供物有所值的服务，而且其价格也高于当地竞争对手及其在深圳的门店。因此，未来瑞幸咖啡在香港的竞争可能将保持一种理性的竞争态势，不太可能为了获得市场份额而在香港大幅打折。","content":"<html><body><div>\n<p>瑞幸咖啡在香港的扩张不太可能改变游戏规则，因为当地竞争激烈，而且缺乏价格优势，同样<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>、<a href=\"https://laohu8.com/S/MCD\">麦当劳</a>和<span><a href=\"https://laohu8.com/S/601099\">太平洋</a></span>咖啡等知名品牌也会对瑞幸咖啡构成了重大挑战。</p><p>首先，瑞幸在香港的定价策略并没有提供物有所值的服务，而且其价格也高于当地竞争对手及其在深圳的门店。何况在香港，试图通过大幅折扣来吸引顾客是不可持续的，因为其香港的运营成本较高，不适宜进行激进的促销方针。</p><p>瑞幸咖啡此前在新加坡取得初步成功后，在平安夜前后开始进入香港，其在香港岛、九龙和新界开设了五家门店。考虑到目前的竞争形势、当地消费者的偏好以及瑞幸缺乏明显的定价优势，对于瑞幸能改变香港咖啡行业的游戏规则需要持谨慎态度。因此我们也对于瑞幸咖啡的股价保持看空状态，而且其在疲弱的宏观背景和消费降级环境下，瑞幸咖啡可能不得不继续面临同店销售额下降的局面。</p><p>瑞幸咖啡此次进驻香港，但它依旧是作为后来者进入香港市场并进行国际扩张主题的。因为我们已经看到其他公司，如火锅连锁店<a href=\"https://laohu8.com/S/06862\">海底捞</a>、奶茶连锁店蜜雪以及零售商<a href=\"https://laohu8.com/S/MNSO\">名创优品</a>。而值得注意的是，这一向外扩张及走向世界的趋势不仅出现在饮料和零售领域，也出现在电子商务领域，如<a href=\"https://laohu8.com/S/PDD\">拼多多</a>在境外寻找立足之处一直都保持着最积极的状态。</p><p>瑞幸咖啡第一次进入中国以外的市场是在新加坡，它在新加坡的大约40家门店取得了一定的成功，因为它的咖啡价格比星巴克略低。然而，考虑到当地人对本地“kopi”的偏好（售价约为1美元，而瑞幸咖啡的价格为5美元），再加上来自星巴克（Starbucks）和<a href=\"https://laohu8.com/S/COTY\">科蒂</a>（Cotti）等同行的竞争，新加坡的咖啡市场正面临饱和。对瑞幸来说，在新加坡以外的市场扩张变得似乎越来越重要，因为它的品牌可以在这个市场上与消费者产生共鸣，这对瑞幸维持增长至关重要。</p><p>虽然进驻香港让瑞幸展示了其全球增长的机会，但我们依然怀疑这些零敲碎打的扩张计划能否解决瑞幸其面临的更大挑战，即日益激烈的竞争和持续的利润率压力，这将不得不迫使公司需要依靠特许经营模式来维持集团盈利能力。与此同时，其自营门店继续面临同店销售下滑的趋势。特别是在香港，考虑到目前的竞争态势，以及它未能发挥其最强优势——价格优势，瑞幸可能不会脱颖而出。</p><p>另外从竞争的角度来看，瑞幸的五家门店正在与星巴克在该市的160家门店展开竞争，星巴克历来在该市拥有稳固的立足点。此外，麦当劳（McDonald 's）和太平洋咖啡（Pacific Coffee）也被当地人认为是首选的咖啡选择。麦当劳目前在香港约有245家门店，而太平洋咖啡目前在香港约有120家门店。鉴于这些品牌在香港经营的时间比瑞幸要长，而且在过去几年里，香港当地居民的消费动态转向了中国品牌，我们认为，瑞幸进入香港不太可能扰乱或改变香港人的咖啡消费偏好。</p><p>不仅瑞幸目前的店面不足以产生太多的新奇效应，其根本的问题在于瑞幸的价格策略，没有为当地消费者提供物有所值的服务。</p><p>据媒体报道，瑞幸美国咖啡在香港的售价为39港元。与星巴克（Starbucks）和麦当劳（McDonald’s）相比，这是一个溢价。星巴克一杯美式咖啡的售价分别为36港元和35港元。而麦当劳对于瑞幸的进入也迅速做出了反应。瑞幸最负盛名的饮料是椰子拿铁，售价42港元，而麦当劳也随即推出了椰子味拿铁，热饮售价35港元，冷饮售价42港元。</p><p>与深圳的瑞幸相比，香港的瑞幸菜单缺乏深度，价格也高于深圳。就这款椰子拿铁在深圳的售价约为30.84港元，而在香港的售价为42港元，溢价36%。对于普通美国人来说，深圳的房价为26港元，而香港为39港元。鉴于瑞幸香港与其本地竞争对手和深圳同行相比缺乏价格优势，我们预计香港居民对瑞幸咖啡的需求不会过大。</p><p>当然，有看多者可能会辩称，瑞幸咖啡的标题价格与现实不符，因为瑞幸咖啡倾向于发行折扣券来吸引消费者。我们当然也同意这样的言论，也知道并了解瑞幸可能会使用大量促销来吸引顾客，但这种促销可能是不可持续的，因为与内地相比，香港的运营成本更高。在对比新加坡的运营时，我们发现瑞幸在新加坡的促销力度比在中国大陆要温和的多。因此，未来瑞幸咖啡在香港的竞争可能将保持一种理性的竞争态势，不太可能为了获得市场份额而在香港大幅打折。</p>\n<div>\n<div>\r\n 责任编辑：山上\r\n </div>\n</div>\n</div></body></html>","source":"jinrongjie_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>瑞幸香港扩张梦碎：高价策略难撼动竞争激烈的咖啡市场</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; 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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瑞幸香港扩张梦碎：高价策略难撼动竞争激烈的咖啡市场\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-01-13 16:18 北京时间 <a href=https://usstock.jrj.com.cn/2025/01/13161847384172.shtml><strong>金融界</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>瑞幸咖啡在香港的扩张不太可能改变游戏规则，因为当地竞争激烈，而且缺乏价格优势，同样星巴克、麦当劳和太平洋咖啡等知名品牌也会对瑞幸咖啡构成了重大挑战。首先，瑞幸在香港的定价策略并没有提供物有所值的服务，而且其价格也高于当地竞争对手及其在深圳的门店。何况在香港，试图通过大幅折扣来吸引顾客是不可持续的，因为其香港的运营成本较高，不适宜进行激进的促销方针。瑞幸咖啡此前在新加坡取得初步成功后，在平安夜前后...</p>\n\n<a href=\"https://usstock.jrj.com.cn/2025/01/13161847384172.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"BK4209":"餐馆","LKNCY":"瑞幸咖啡"},"source_url":"https://usstock.jrj.com.cn/2025/01/13161847384172.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2503378012","content_text":"瑞幸咖啡在香港的扩张不太可能改变游戏规则，因为当地竞争激烈，而且缺乏价格优势，同样星巴克、麦当劳和太平洋咖啡等知名品牌也会对瑞幸咖啡构成了重大挑战。首先，瑞幸在香港的定价策略并没有提供物有所值的服务，而且其价格也高于当地竞争对手及其在深圳的门店。何况在香港，试图通过大幅折扣来吸引顾客是不可持续的，因为其香港的运营成本较高，不适宜进行激进的促销方针。瑞幸咖啡此前在新加坡取得初步成功后，在平安夜前后开始进入香港，其在香港岛、九龙和新界开设了五家门店。考虑到目前的竞争形势、当地消费者的偏好以及瑞幸缺乏明显的定价优势，对于瑞幸能改变香港咖啡行业的游戏规则需要持谨慎态度。因此我们也对于瑞幸咖啡的股价保持看空状态，而且其在疲弱的宏观背景和消费降级环境下，瑞幸咖啡可能不得不继续面临同店销售额下降的局面。瑞幸咖啡此次进驻香港，但它依旧是作为后来者进入香港市场并进行国际扩张主题的。因为我们已经看到其他公司，如火锅连锁店海底捞、奶茶连锁店蜜雪以及零售商名创优品。而值得注意的是，这一向外扩张及走向世界的趋势不仅出现在饮料和零售领域，也出现在电子商务领域，如拼多多在境外寻找立足之处一直都保持着最积极的状态。瑞幸咖啡第一次进入中国以外的市场是在新加坡，它在新加坡的大约40家门店取得了一定的成功，因为它的咖啡价格比星巴克略低。然而，考虑到当地人对本地“kopi”的偏好（售价约为1美元，而瑞幸咖啡的价格为5美元），再加上来自星巴克（Starbucks）和科蒂（Cotti）等同行的竞争，新加坡的咖啡市场正面临饱和。对瑞幸来说，在新加坡以外的市场扩张变得似乎越来越重要，因为它的品牌可以在这个市场上与消费者产生共鸣，这对瑞幸维持增长至关重要。虽然进驻香港让瑞幸展示了其全球增长的机会，但我们依然怀疑这些零敲碎打的扩张计划能否解决瑞幸其面临的更大挑战，即日益激烈的竞争和持续的利润率压力，这将不得不迫使公司需要依靠特许经营模式来维持集团盈利能力。与此同时，其自营门店继续面临同店销售下滑的趋势。特别是在香港，考虑到目前的竞争态势，以及它未能发挥其最强优势——价格优势，瑞幸可能不会脱颖而出。另外从竞争的角度来看，瑞幸的五家门店正在与星巴克在该市的160家门店展开竞争，星巴克历来在该市拥有稳固的立足点。此外，麦当劳（McDonald 's）和太平洋咖啡（Pacific Coffee）也被当地人认为是首选的咖啡选择。麦当劳目前在香港约有245家门店，而太平洋咖啡目前在香港约有120家门店。鉴于这些品牌在香港经营的时间比瑞幸要长，而且在过去几年里，香港当地居民的消费动态转向了中国品牌，我们认为，瑞幸进入香港不太可能扰乱或改变香港人的咖啡消费偏好。不仅瑞幸目前的店面不足以产生太多的新奇效应，其根本的问题在于瑞幸的价格策略，没有为当地消费者提供物有所值的服务。据媒体报道，瑞幸美国咖啡在香港的售价为39港元。与星巴克（Starbucks）和麦当劳（McDonald’s）相比，这是一个溢价。星巴克一杯美式咖啡的售价分别为36港元和35港元。而麦当劳对于瑞幸的进入也迅速做出了反应。瑞幸最负盛名的饮料是椰子拿铁，售价42港元，而麦当劳也随即推出了椰子味拿铁，热饮售价35港元，冷饮售价42港元。与深圳的瑞幸相比，香港的瑞幸菜单缺乏深度，价格也高于深圳。就这款椰子拿铁在深圳的售价约为30.84港元，而在香港的售价为42港元，溢价36%。对于普通美国人来说，深圳的房价为26港元，而香港为39港元。鉴于瑞幸香港与其本地竞争对手和深圳同行相比缺乏价格优势，我们预计香港居民对瑞幸咖啡的需求不会过大。当然，有看多者可能会辩称，瑞幸咖啡的标题价格与现实不符，因为瑞幸咖啡倾向于发行折扣券来吸引消费者。我们当然也同意这样的言论，也知道并了解瑞幸可能会使用大量促销来吸引顾客，但这种促销可能是不可持续的，因为与内地相比，香港的运营成本更高。在对比新加坡的运营时，我们发现瑞幸在新加坡的促销力度比在中国大陆要温和的多。因此，未来瑞幸咖啡在香港的竞争可能将保持一种理性的竞争态势，不太可能为了获得市场份额而在香港大幅打折。\n\n\r\n 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16:32</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><head></head><body><p>理想汽车：11月共计交付新车41,030辆，同比增长172.9%。截至2023年11月30日，全年累计交付325,677辆，提前达成2023年30万辆目标。</p><p></p><p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/dc3082718604e9296ede156093975ba2\" tg-width=\"531\" 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