以下文章来源于新眸 ，作者鹿尧 新眸 . 聚焦科技与消费，记录中国产业升级新故事。 "事成人立"， 到"人立事成"。 文 ｜ 鹿尧 来源｜ 新眸（ID：xinmouls） 封面来源 ｜ Pixabay 立人设、讲情怀，已经是当下每个企业家打造IP的必经之路。 这套方法在曹德旺、董明珠身上都有应验，二十年前，有不少马云的信徒、李彦宏的颜粉，最近两年，更多企业家在公众视野中塑造出鲜明的个人IP。 典型的例子，刘强东"东哥"的形象深入人心，京东入局外卖以来，凭借给骑手交社保、补贴员工子女上学等举措收获不少好评；素以亲民形象、创业故事 以及对产品的执着追求，在公众心中树立起极具亲和力与号召力IP的雷军，也成了短视频、直播间里的常客。 企业家IP的构建与发展成为了当下社会备受瞩目的焦点。 但自古以来，高处不胜寒，IP一旦翻车，也意味着负面影响力变得愈发尖锐。从安徽SU7事故，到产品宣传与实际不符的质疑，小米的公众形象受损，曾 经振臂一呼便能引发粉丝狂热追捧的雷军，也随之陷入沉默。 就连宗庆后这样的老一辈实业家，在身后也未能逃脱IP人设崩塌的命运。去年宗庆后去世时，"布鞋首富""慈祥老父亲""民族品牌保卫者"等光环加身， ...

Group 1 - The article emphasizes the importance of understanding the concept of entrepreneur IP, which combines the unique personal traits of entrepreneurs with their business identity [6][8] - It outlines five core elements necessary to grasp the significance of entrepreneur IP, including strategic management, deep industry knowledge, user-centric thinking, content and traffic understanding, and personal experience as an entrepreneur [2][5] - The article highlights the case of Lei Jun, who exemplifies the entrepreneur IP model through his extensive involvement in the electric vehicle sector and his commitment to understanding user needs [2][4] Group 2 - The article discusses the reasons for developing entrepreneur IP, stating that it serves as an effective leverage for business growth and addresses trust issues between companies and consumers [10][12] - It identifies three main aspects of trust: personal endorsement, reduced decision-making costs, and emotional connection, which are crucial for establishing strong consumer relationships [14][17] - The article also points out that entrepreneur IP can lower marketing costs by acting as a "super traffic entrance," enhancing marketing efficiency through personal engagement [18][19] Group 3 - The article explains how entrepreneur IP can create added value for products, allowing for higher brand premiums by connecting emotional, story, and community values [21][22][24] - It emphasizes the role of entrepreneur IP in linking resources, attracting talent, capital, and industry partnerships, which can enhance competitive advantages [25][29][31] - The article asserts that entrepreneur IP can build a unique competitive moat for companies, making it difficult for competitors to replicate [33][34] Group 4 - The article outlines a three-step method for creating entrepreneur IP: defining personal branding, developing narrative logic, and establishing communication strategies [49] - It highlights Lei Jun's approach to personal branding, where he positions his car manufacturing venture as a significant personal mission, enhancing its emotional resonance with consumers [51][68] - The article details Lei Jun's narrative strategy, which frames his business endeavors as a heroic journey, thereby engaging consumers on a deeper emotional level [67][68] Group 5 - The article discusses Lei Jun's communication strategy, which involves using social media to create a personal connection with consumers and manage public perception effectively [75][76] - It emphasizes the importance of sincere communication, where Lei Jun shares personal challenges and invites consumer participation in decision-making [77] - The article concludes that in an era where individual identity is increasingly valued, Lei Jun's approach to entrepreneur IP exemplifies a shift towards genuine consumer engagement and emotional connection [79][80]

Core Viewpoint - The phenomenon of "entrepreneur IP" is reaching its end by mid-2025, revealing that it is more a product of public sentiment than a sustainable business strategy [1][4]. Group 1: Entrepreneur IP and Public Sentiment - Several prominent figures associated with entrepreneur IP, such as Yu Donglai and Lei Jun, have become less vocal or have withdrawn from the public eye, indicating a shift in the landscape [3]. - The rise of entrepreneur IP was fueled by public emotions, which can fluctuate like tides, leading to periods of both inflation and deflation in emotional value [5][6]. - The overproduction and consumption of emotions in the commercial discourse have led to a cycle of "emotional inflation" in the Chinese business environment [9]. Group 2: Trust and Emotional Value - Entrepreneurs have become symbols of trust and brand representation, especially when other trust mechanisms fail [10][11]. - The public's desire is not necessarily to judge reliability but to select a figure they are willing to trust, which alleviates anxiety in chaotic times [14]. - Emotional expressions have transformed into a resource and a form of currency, leading to a situation where emotional value has been excessively leveraged [21][22]. Group 3: The Paradox of Entrepreneur IP - The concept of entrepreneur IP creates a paradox where initial authenticity leads to a loss of personal identity, as entrepreneurs must conform to public expectations [35]. - Entrepreneurs are often trapped in a "shell" of public expectations, limiting their ability to express their true selves [25][28]. - The belief that entrepreneurs can control social emotions for long-term profit is fundamentally flawed, as emotions are unpredictable and cannot be easily managed [36][39]. Group 4: The Shift Back to Business Fundamentals - The decline of entrepreneur IP signals a return to the essence of business, which should be based on structure, organization, product efficiency, and delivery rather than emotional manipulation [51][53]. - The message for aspiring entrepreneur IP figures is to avoid trying to control emotions, as success is often a matter of timing and positioning rather than direct influence [54][55].

Core Viewpoint - The article highlights the growing importance of entrepreneur IP in corporate online promotion, with a focus on a ranking list based on various engagement metrics on Douyin (TikTok) to assess their influence [1]. Group 1: Entrepreneur IP Ranking - The ranking list for June 2025 includes notable entrepreneurs such as Yu Chengdong, Lei Jun, and others, with Yu Chengdong leading with 13.15 million followers and a monthly increase of 1.22 million followers [2][4]. - Lei Jun, the founder of Xiaomi, ranks second with 39.42 million followers, gaining 21 new works and 2.1 million new followers in June [7]. - The list features a total of 30 entrepreneurs, with metrics including total followers, likes, comments, shares, and a New Rank Index [2][4]. Group 2: Engagement Metrics - Yu Chengdong's account had 20 published works, receiving 2.43 million likes and 331,000 comments, with significant follower growth attributed to live events and product launches [4][5]. - Lei Jun's account saw a total of 750,000 likes and 81,000 comments, with a notable increase in followers linked to the Xiaomi product launch [7]. - The founder of Pang Donglai achieved 119,300 likes and 10,100 comments, with a substantial increase in followers due to live streaming events [8]. Group 3: Content Strategy and Impact - The article emphasizes the effectiveness of live streaming and interactive content in driving follower growth, as seen with Yu Chengdong and Pang Donglai [8][10]. - The use of promotional strategies such as giveaways and product previews has proven to enhance engagement and follower numbers significantly [18][21]. - The article concludes that entrepreneurs are leveraging social media platforms to share their narratives and enhance their corporate visibility [21].

Group 1 - The article discusses the ongoing public feud between Elon Musk and Donald Trump, highlighting the media's fascination with their exchanges and the impact on Tesla's stock price, which saw a $150 billion drop on the day of their first public clash [1] - The article emphasizes the contrast between the entertainment value of such feuds and the serious responsibilities of entrepreneurs, questioning whether public figures should engage in trivial disputes instead of focusing on meaningful contributions [1] - It notes that while gossip can drive public interest, it should not overshadow the significant achievements and aspirations of entrepreneurs like Musk, who aims for ambitious goals such as space exploration [1] Group 2 - The article highlights the success of the podcast "The Twenty Minutes VC," which raised $400 million, showcasing the importance of networking and the influence of tech industry leaders who frequently appear on the show [2] - It points out that many entrepreneurs, particularly in the tech sector, are increasingly using podcasts as a platform to communicate their company's vision and maintain industry connections [2] - The article reflects on the evolution of entrepreneur communication in China, noting that while some have retreated from social media, others like Lei Jun and Dong Mingzhu have embraced personal branding to enhance their companies' visibility [3][4] Group 3 - The article introduces Li Bin's interview series "ET9会客厅," which features discussions with industry leaders, emphasizing the value of sharing insights from less publicized entrepreneurs who have significantly contributed to China's economic growth [6][9] - It highlights the depth of conversations in the series, where industry leaders share their experiences and insights, such as the importance of patience in battery research and the principles guiding their companies [9][10] - The article underscores the need for a platform that allows practical entrepreneurs to share their thoughts, contrasting with the trend of focusing on personal branding and entertainment in the business world [14][17]

Group 1 - The core viewpoint of the article highlights the contrasting financial performances and industry influence of 360 and Xiaomi, with Xiaomi significantly outperforming 360 in both revenue and net profit [2][4]. - In 2024, 360 reported a revenue of 7.948 billion yuan, a year-on-year decrease of 12.23%, and a net loss of 1.094 billion yuan, compared to a net loss of 0.492 billion yuan in the previous year [2]. - Conversely, Xiaomi achieved a total revenue of 365.9 billion yuan in 2024, marking a 35% year-on-year increase, and an adjusted net profit of 27.2 billion yuan, which is a 41.3% increase [2]. Group 2 - Zhou Hongyi, the leader of 360, expressed admiration for Lei Jun of Xiaomi, indicating a willingness to learn from him, particularly in personal branding and marketing strategies [4][5]. - Zhou has actively engaged in live streaming and short videos to enhance his company's product offerings, successfully becoming a well-known figure in the industry with over 16 million followers on Douyin [4][5]. - The comparison between Zhou and Lei stems from their past rivalry and their status as influential figures in the tech industry, both recognized for their contributions to user experience and social responsibility [5][7].

Core Insights - The article discusses the increasing trend of entrepreneurs becoming brand ambassadors through social media, enhancing brand recognition and user engagement [1][22] - It highlights the dual value of entrepreneurs' presence on social media: fostering closer connections with users and building a loyal fan base [8][19] Group 1: Entrepreneurial Engagement - Entrepreneurs can bridge the gap between brands and users, acting as "chief customer service officers" to listen to feedback and improve user experience [1][7] - A notable example is Haier's CEO Zhou Yunjie, who engaged with users on social media, responding to calls for a "lazy washing machine" and successfully launching the product within ten days [5][9] - This direct interaction transforms social media into a platform for user participation, enhancing brand visibility and user involvement [7][9] Group 2: Fan Economy - The presence of entrepreneurs on social media helps accumulate a loyal fan base, with Zhou Yunjie gaining over 750,000 followers in just two months [8] - Established entrepreneurs like Lei Jun and Yu Chengdong have millions of followers, often surpassing official brand accounts, which enhances brand warmth and visibility [8][9] - The strong fan culture around brands like Xiaomi and Huawei leads to significant economic value and brand loyalty [9][21] Group 3: Effective Communication - Entrepreneurs can effectively convey complex product parameters by sharing personal experiences, making technical details more relatable [10][13] - For instance, NIO's CEO Li Bin conducted a live test of his vehicle's safety features, which significantly boosted user trust in the product [10][13] Group 4: Multi-Dimensional Brand Representation - Brands are increasingly adopting a multi-layered approach by having various executives engage on social media, each targeting different user segments [14][16] - This strategy enhances communication efficiency and allows brands to address diverse consumer needs, improving overall brand perception [18][22] Group 5: Emotional Branding - The article emphasizes the importance of personal branding for entrepreneurs, as it humanizes the brand and fosters emotional connections with consumers [19][21] - Successful examples include Liu Qiangdong of JD.com, whose personal involvement in delivery services created a relatable brand image [19][21] Group 6: Challenges of Public Engagement - While there are benefits to entrepreneurs engaging publicly, there are also risks, such as the potential for focus to shift from the brand to the individual [22][23] - Brands must ensure that the personal brand of the entrepreneur aligns with the overall brand values to maintain coherence and avoid emotional polarization among fans [22][23]

Group 1 - The article discusses the challenges faced by top entrepreneurs in the current competitive environment, highlighting that even leading figures are not immune to the pressures of consumer sentiment and market dynamics [2][7][59] - It notes that the crowded market has made it increasingly difficult to engage consumers, leading to a sense of fatigue among prominent business leaders [3][7] - The article illustrates the contrasting responses of various entrepreneurs to market pressures, such as Lei Jun's cautious return after a crisis and Dong Mingzhu's strategic partnership with Meng Yutong [19][20][34][59] Group 2 - The performance of Gree Electric Appliances is highlighted, showing a revenue decline of 7.31% year-on-year, marking its first negative growth in four years [19] - The market share of Gree's air conditioning products has decreased from 21% to 18.48%, while competitors like Xiaomi have gained ground [19] - The article emphasizes the need for Gree to adapt its image and strategies in light of changing consumer preferences and the rise of younger competitors [26][59] Group 3 - The narrative of Meng Yutong's departure from Gree and her subsequent rise as a social media influencer is detailed, showcasing her transition from a corporate role to a personal brand [10][16][18] - Meng Yutong's successful engagement with audiences on platforms like Xiaohongshu and Douyin is contrasted with her previous performance in Gree's marketing efforts [16][24] - The article suggests that the dynamics of personal branding and public perception are crucial in the current business landscape, as seen in the contrasting fortunes of Dong Mingzhu and Meng Yutong [18][59] Group 4 - The article discusses the emotional toll on entrepreneurs like Yu Donglai of Pang Donglai, who faced public scrutiny and emotional breakdowns due to social media backlash [36][41] - It highlights the impact of public sentiment on business leaders, noting that their personal brands are closely tied to their companies' reputations [41][47] - The responses of various entrepreneurs to crises, including emotional appeals and strategic pivots, reflect the evolving nature of leadership in the digital age [47][59]

Core Viewpoint - The chairman of Midea Group, Fang Hongbo, expressed a tactical respect for Xiaomi in the home appliance market while maintaining a strategic indifference towards its competition, indicating that the home appliance industry is highly competitive and saturated [4][5][6]. Group 1: Competition with Xiaomi - Fang Hongbo stated that while he tactically respects Xiaomi's entry into the home appliance sector, he does not fear it strategically, as the industry is characterized by low barriers to entry and intense competition [4][5]. - Xiaomi has gained a significant market share in the air conditioning sector, ranking third in online channels as of April 2025, although it still trails behind Midea and Gree [4]. - Midea Group has been divesting its shares in Xiaomi, having sold a total of 9 billion yuan worth of shares, indicating a strategic shift in their relationship [6][7]. Group 2: Corporate Culture and Governance - Midea Group promotes a culture of facing competition head-on and adapting to changes, with initiatives like the entrepreneur IP project to embrace social media [8]. - Fang Hongbo emphasized that Midea's growth is driven by corporate governance rather than reliance on individual leadership [8]. Group 3: Shareholder Returns - Midea Group plans to distribute a cash dividend of 35 yuan per 10 shares, totaling 26.712 billion yuan, which represents nearly 70% of its net profit for 2024, an increase of 8 percentage points from the previous year [9]. - Fang Hongbo assured investors that the company would continue to enhance its dividend and share buyback policies while increasing investment in research and development [9]. Group 4: Future Growth Strategies - Midea Group's revenue surpassed 400 billion yuan for the first time in 2024, with plans to transition to a second growth curve through its ToB (business-to-business) operations [11]. - The company aims for a balanced growth model where both home appliance and ToB businesses contribute equally to revenue, focusing on high-value sectors like medical imaging and robotics [11][12]. - Fang Hongbo highlighted the potential of the domestic medical imaging market and the company's commitment to investing in this sector, with plans to possibly establish a dedicated medical division in the future [12].

当下，企业家IP已成为企业网络宣传中重要一环。 为了帮助从业者更好地评估企业家IP的影响力，新榜基于大数据统计能力，以粉丝数、粉丝增量、分享数、评论数、点赞数作为统计维度，推出2025年4 月企业家IP抖音影响力榜单，旨在为同业创作者提供参考，综合评估其影响力。 | 11 - | 倪张根 | 209.9万 | 12 | 2.4万 | 1127 | 1525 | 752.4 | | --- | --- | --- | --- | --- | --- | --- | --- | | | 梦百合0压床垫董事长 | +6.9万 | | | | | | | 12 11 | 前敏洪 | 1164.4万 | | | | | | | | 新东方创始人 | -1.5万 | 75 | 183.5万 | 9.9万 | 4.7万 | 751.6 | | 13 3 | 窦昕-豆神天蝎星 | 256.2万 | 49 | 3.6万 | 1548 | 2353 | 751.5 | | | 豆神教育集团CEO | +2.0万 | | | | | | | 14 11 | 何小鹏 小鹏汽车董事长,UC优视创始人 | 40.4万 +1.0万 | 2 ...