成熟企业做新品牌往往很难成功，为什么？

Core Insights - The article emphasizes the challenges mature companies face when launching new brands, primarily due to the disconnect between established entrepreneurs and customer engagement [4] - It highlights the importance of focusing on cognitive outcomes rather than vanity metrics during the early stages of business development [5][6][7] - The article discusses the significance of direct involvement from leadership in understanding market dynamics and customer needs [8] Investment and Company Development - TianTu Capital became the first Chinese VC to go public in Hong Kong on October 6, 2023 [9] - The fund managed by TianTu Capital exceeds 20 billion yuan, with investments in over 200 companies [10] - The "Feng Weidong Brand Entrepreneurship Laboratory" has empowered 274 companies since 2015, with direct investments exceeding 300 million yuan [11] Market Trends and Brand Strategy - The concept of "wind direction" is described as a fleeting trend, with the underlying logic of competition being the true determinant of a company's fate [13][14] - The article asserts that the sole purpose of a company is to create customers, who are primarily concerned with brand identity [15] - There is a focus on founders who can innovate around new demands and leverage new channels and technologies to create new categories [16] Upcoming Events - An event is scheduled from November 20 to November 22, 2025, in Huangshan, aimed at discussing brand positioning and entrepreneurial leadership [19][20] - The event will feature discussions on overcoming challenges in brand positioning and securing investment [26][29]