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bobjobs

每个人都有梦想

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- bobjobsbobjobs
  ·2021-12-21
  哈哈
  名创优品CMO刘晓彬：兴趣消费时代到来，所有的产品都可以根据用户兴趣重做一遍
  12月13日，“36氪WISE 2021新经济之王-资本市场高峰论坛”在上海举办，大会现场，名创优品集团副总裁兼CMO刘晓彬以“兴趣消费潮起——兴趣才是最大的流量密码”做主题演讲，分享了消费品零售赛道的新趋势和洞察。名创优品集团副总裁兼CMO刘晓彬刘晓彬表示，兴趣驱动消费力，消费浪潮从追求性价比、质价比，迭代为追求“兴趣”。在业务实践层面，刘晓彬认为所有的产品都可以根据用户的兴趣重做一遍，即兴趣造物。
  名创优品CMO刘晓彬：兴趣消费时代到来，所有的产品都可以根据用户兴趣重做一遍
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- bobjobsbobjobs
  ·2020-05-27
  2000美金试玩，一夜一片红，美股大起大落太危险！
  2,968 评论
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- bobjobsbobjobs
  ·2020-05-02
  你大爷的，870元没卖，现在亏大发了
  非常抱歉，此主贴已删除
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- bobjobsbobjobs
  ·2020-04-29
  $蔚来(NIO)$反正我是买了做空的，等着冲下来。
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- bobjobsbobjobs
  ·2019-09-28
  $蔚来(NIO)$ 蔚来汽车🚗🚗🚗，如果成功了，这个价格至少还要涨20倍，失败了，就血本无归了
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TOY等潮玩新消费品牌迅速崛起。</strong></p><p>一个时代的变迁，一代人如何赚钱、花钱，体现了一个时代的特质。对于现场的投资者而言，也可以看到一些前瞻性的热点和需求。</p><p>兴趣逐渐成年轻人消费风向标，从名创优品的消费者画像可以看到，60%用户年龄在30周岁以下，是以16-28岁的学生及年轻白领为主的女性群体。“从名创优品私域用户的运营数据来看，我们发现在高价值用户中，一个是爱买，一个是买的品类更宽，客单价也更高。还有一个关键的特点，他们更偏爱IP属性的产品。在名创的1500万个私域用户当中，IP偏好度比私域外的用户高83%。”刘晓彬称。</p><p>刘晓彬指出，<strong>新一代年轻消费者的观念，是把商品的使用价值和情感价值逐渐分离，追求精神层级的享受，从而更加注重商品背后的文化属性和情感价值</strong>。在这样消费观念的驱使下，才有了兴趣消费的概念和趋势。在兴趣消费这个命题下，品牌需要思考的是怎么样满足需求，产品结构要做什么样的调整。</p><p><strong>在业务实践层面，刘晓彬认为所有的产品都可以根据用户的兴趣重做一遍，即兴趣造物。</strong></p><p>伴随着消费升级，当代年轻人越来越追求生活的仪式感，家居香氛市场快速增长。同时，相关报告指出，“国潮”搜索热度也在过去十年上涨528%。基于对上述兴趣消费趋势的洞察，名创优品携手故宫宫廷文化重现东方的经典香气，推出故宫宫廷香薰1.0和2.0系列，上市后迅速掀起了一股“东方香薰”的新潮流。基于香薰系列的火爆，名创优品也将深耕香薰品类做新的开发。</p><p>步入兴趣消费时代，兴趣分层逐渐显现，从“人找货”迭代为“货找人”。线上，名创优品快速搭建货品的消费群体聚类，以洗脸巾快闪群为例，在3小时内，快速聚集了1W+洗脸巾偏好用户，对比自然流量，单品销量提升61倍；线下，名创优品通过“千店千面”精细化运营，活化商场、街铺、校区、景区、交通枢纽五大购物场景，结合商圈的特性需求，打造IP主题店和活性化卖场，激发消费者兴趣。</p><p>在品牌与用户的关系上，他从三个角度进行了阐述。</p><p><strong>1.内容共创：与Z世代互为表达。</strong>过去做品牌是教学模式，现在是平权的消费时代，年轻人有越来越多表达的欲望，消费者要的不是单向给予，而是品牌与消费者一起共创。以名创优品与NBA的联名为例，通过联名海报登陆地铁站，联动IP粉丝二次创作内容，用全新方式打开了与更多年轻用户的对话窗口。</p><p><strong>2.产品共创：用户深度参与产品敏捷开发。</strong>让消费者从单纯的消费，变为产品的共创者&amp;销售的预言家，例如，名创优品X<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>经典草莓熊IP，产品从开发到上线，让私域用户参与投票选择，并以自有私域会员生态为阵地预售，“草莓熊”一上线就引爆了小红书、朋友圈等社交媒体。</p><p><strong>3.品牌共创：品牌与用户的双向奔赴。</strong>年轻人对品牌越来越挑剔，品牌需要与消费者一起创造行动阶梯，私域社群作为名创与用户之间沟通的媒介与桥梁，形成一个完整的消费者共创KOC体系，重塑品牌与消费者关系，消费者成长即品牌成长。</p><p>此前，名创优品董事会主席兼CEO叶国富就提出了“兴趣消费”的概念，叶国富认为，对于企业而言，兴趣消费的浪潮才刚刚兴起，这里面有很大的机会，没有任何一个产业和品牌能忽视兴趣圈层释放的消费潜力。</p><p>叶国富表示，名创优品将持续借助互联网技术和手段，通过数据驱动市场的精准洞察及供应链整合能力的升级，快速捕捉消费者的兴趣点，向全球消费者输出更多好看、好用、好玩的产品，点亮全球99国的美好生活，成为一家拥有互联网基因的全球化兴趣消费企业。</p></article></body></html>","source":"tencent","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>名创优品CMO刘晓彬：兴趣消费时代到来，所有的产品都可以根据用户兴趣重做一遍</title>\n<style 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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名创优品CMO刘晓彬：兴趣消费时代到来，所有的产品都可以根据用户兴趣重做一遍\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-12-16 17:30 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202112161733457c5fec3b&s=b><strong>36氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>12月13日，“36氪WISE 2021新经济之王-资本市场高峰论坛”在上海举办，大会现场，名创优品集团副总裁兼CMO刘晓彬以“兴趣消费潮起——兴趣才是最大的流量密码”做主题演讲，分享了消费品零售赛道的新趋势和洞察。名创优品集团副总裁兼CMO刘晓彬刘晓彬表示，兴趣驱动消费力，消费浪潮从追求性价比、质价比，迭代为追求“兴趣”。刘晓彬分析认为，名创优品描绘的消费发展进程，可大致划分成三个阶段：1.第一...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202112161733457c5fec3b&s=b\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5dbd4ef4cf9c9c3df70d9ff23af4de11","relate_stocks":{"BK4114":"综合货品商店","BK4505":"高瓴资本持仓","MNSO":"名创优品"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202112161733457c5fec3b&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2192477049","content_text":"12月13日，“36氪WISE 2021新经济之王-资本市场高峰论坛”在上海举办，大会现场，名创优品集团副总裁兼CMO刘晓彬以“兴趣消费潮起——兴趣才是最大的流量密码”做主题演讲，分享了消费品零售赛道的新趋势和洞察。名创优品集团副总裁兼CMO刘晓彬刘晓彬表示，兴趣驱动消费力，消费浪潮从追求性价比、质价比，迭代为追求“兴趣”。刘晓彬分析认为，名创优品描绘的消费发展进程，可大致划分成三个阶段：1.第一是性价比阶段，大概20多年前，内需大量释放，带来商品需求的快速成长，消费者考虑更多的是高性价比。2.第二是质价比阶段，在2010年前后，出现小米这样的品牌，兼具高品质和高性价比。3.最近两年，进入兴趣消费的时代，TOP TOY等潮玩新消费品牌迅速崛起。一个时代的变迁，一代人如何赚钱、花钱，体现了一个时代的特质。对于现场的投资者而言，也可以看到一些前瞻性的热点和需求。兴趣逐渐成年轻人消费风向标，从名创优品的消费者画像可以看到，60%用户年龄在30周岁以下，是以16-28岁的学生及年轻白领为主的女性群体。“从名创优品私域用户的运营数据来看，我们发现在高价值用户中，一个是爱买，一个是买的品类更宽，客单价也更高。还有一个关键的特点，他们更偏爱IP属性的产品。在名创的1500万个私域用户当中，IP偏好度比私域外的用户高83%。”刘晓彬称。刘晓彬指出，新一代年轻消费者的观念，是把商品的使用价值和情感价值逐渐分离，追求精神层级的享受，从而更加注重商品背后的文化属性和情感价值。在这样消费观念的驱使下，才有了兴趣消费的概念和趋势。在兴趣消费这个命题下，品牌需要思考的是怎么样满足需求，产品结构要做什么样的调整。在业务实践层面，刘晓彬认为所有的产品都可以根据用户的兴趣重做一遍，即兴趣造物。伴随着消费升级，当代年轻人越来越追求生活的仪式感，家居香氛市场快速增长。同时，相关报告指出，“国潮”搜索热度也在过去十年上涨528%。基于对上述兴趣消费趋势的洞察，名创优品携手故宫宫廷文化重现东方的经典香气，推出故宫宫廷香薰1.0和2.0系列，上市后迅速掀起了一股“东方香薰”的新潮流。基于香薰系列的火爆，名创优品也将深耕香薰品类做新的开发。步入兴趣消费时代，兴趣分层逐渐显现，从“人找货”迭代为“货找人”。线上，名创优品快速搭建货品的消费群体聚类，以洗脸巾快闪群为例，在3小时内，快速聚集了1W+洗脸巾偏好用户，对比自然流量，单品销量提升61倍；线下，名创优品通过“千店千面”精细化运营，活化商场、街铺、校区、景区、交通枢纽五大购物场景，结合商圈的特性需求，打造IP主题店和活性化卖场，激发消费者兴趣。在品牌与用户的关系上，他从三个角度进行了阐述。1.内容共创：与Z世代互为表达。过去做品牌是教学模式，现在是平权的消费时代，年轻人有越来越多表达的欲望，消费者要的不是单向给予，而是品牌与消费者一起共创。以名创优品与NBA的联名为例，通过联名海报登陆地铁站，联动IP粉丝二次创作内容，用全新方式打开了与更多年轻用户的对话窗口。2.产品共创：用户深度参与产品敏捷开发。让消费者从单纯的消费，变为产品的共创者&销售的预言家，例如，名创优品X迪士尼经典草莓熊IP，产品从开发到上线，让私域用户参与投票选择，并以自有私域会员生态为阵地预售，“草莓熊”一上线就引爆了小红书、朋友圈等社交媒体。3.品牌共创：品牌与用户的双向奔赴。年轻人对品牌越来越挑剔，品牌需要与消费者一起创造行动阶梯，私域社群作为名创与用户之间沟通的媒介与桥梁，形成一个完整的消费者共创KOC体系，重塑品牌与消费者关系，消费者成长即品牌成长。此前，名创优品董事会主席兼CEO叶国富就提出了“兴趣消费”的概念，叶国富认为，对于企业而言，兴趣消费的浪潮才刚刚兴起，这里面有很大的机会，没有任何一个产业和品牌能忽视兴趣圈层释放的消费潜力。叶国富表示，名创优品将持续借助互联网技术和手段，通过数据驱动市场的精准洞察及供应链整合能力的升级，快速捕捉消费者的兴趣点，向全球消费者输出更多好看、好用、好玩的产品，点亮全球99国的美好生活，成为一家拥有互联网基因的全球化兴趣消费企业。","news_type":1,"symbols_score_info":{"MNSO":1}},"isVote":1,"tweetType":1,"viewCount":1718,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":951028483,"gmtCreate":1590589406842,"gmtModify":1704193040717,"author":{"id":"3473166042799301","authorId":"3473166042799301","name":"bobjobs","avatar":"https://static.tigerbbs.com/f43cc723580f9cd5410b59cf4bffd0e4","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3473166042799301","authorIdStr":"3473166042799301"},"themes":[],"htmlText":"2000美金试玩，一夜一片红，美股大起大落太危险！","listText":"2000美金试玩，一夜一片红，美股大起大落太危险！","text":"2000美金试玩，一夜一片红，美股大起大落太危险！","images":[{"img":"https://static.tigerbbs.com/7919eb8f9dcf6ab22852cbf863699c66","width":"1080","height":"2340"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/951028483","isVote":1,"tweetType":1,"viewCount":2968,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0},{"id":924267323,"gmtCreate":1588351407562,"gmtModify":1704367548216,"author":{"id":"3473166042799301","authorId":"3473166042799301","name":"bobjobs","avatar":"https://static.tigerbbs.com/f43cc723580f9cd5410b59cf4bffd0e4","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3473166042799301","authorIdStr":"3473166042799301"},"themes":[],"htmlText":"你大爷的，870元没卖，现在亏大发了","listText":"你大爷的，870元没卖，现在亏大发了","text":"你大爷的，870元没卖，现在亏大发了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/924267323","repostId":"1102150550","repostType":4,"isVote":1,"tweetType":1,"viewCount":2716,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":924074661,"gmtCreate":1588171937153,"gmtModify":1704366790868,"author":{"id":"3473166042799301","authorId":"3473166042799301","name":"bobjobs","avatar":"https://static.tigerbbs.com/f43cc723580f9cd5410b59cf4bffd0e4","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3473166042799301","authorIdStr":"3473166042799301"},"themes":[],"htmlText":"<a 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