赵崇甫：“南极人”遇挫，聚焦更窄的品类成为品类的代表是不二之路

Core Viewpoint - The article discusses the challenges faced by the brand "Nanji Ren" in maintaining its market position and the implications of its broad product range on brand identity and consumer perception [1][6][9]. Group 1: Brand Strategy and Identity - Nanji Ren's strategy of offering over 60 product categories and more than 100,000 SKUs aims to manage the entire consumer lifecycle, but this approach risks diluting the brand's identity [5][8]. - The brand's attempt to cover multiple categories leads to a lack of clarity regarding what Nanji Ren represents, resulting in consumer confusion and a weak brand association [9][10]. - The article suggests that without a focused strategic positioning, Nanji Ren will struggle to improve its market presence, even if it reclaims its brand for self-management [11]. Group 2: Quality Control and Management Challenges - Managing a diverse range of products incurs high costs and complicates quality control, as expertise in one category does not easily transfer to another [7]. - The article highlights that the quality of products under the Nanji Ren brand is inconsistent, leading to negative consumer feedback [7][8]. - The brand's ambition to be a comprehensive provider for consumers may stem from a misunderstanding of consumer needs and market dynamics [6][8].