Group 1 - The essence of entrepreneur IP is to create star entrepreneurs, and the rarity of both stars and entrepreneurs raises questions about their potential to succeed together [1] - Huang Zitao's entry into the feminine hygiene market with his brand, Duowei, generated significant sales of 300 million yuan in just one hour, indicating a strong market demand [1] - The investment of 275 million yuan in a transparent factory and a 24-hour live-streamed production line demonstrates a solid business logic behind the brand [1] Group 2 - The distinction between entrepreneurs and celebrity entrepreneurs lies in the ability to transform personal IP into systematic capabilities, requiring innovation, risk-taking, and a long-term vision [1] - The recent reconciliation between Dong Mingzhu and her former secretary Meng Yutong highlights the importance of mutual benefit in gaining flow, as both seek to enhance their public image and attract younger audiences [2] - The need for a shift in the type of flow that entrepreneurs like Lei Jun attract is emphasized, as his current image requires rebranding to move from being perceived as a "flow fresh meat" to a "technology tough guy" [3]

Core Viewpoint - The upcoming live stream featuring Gree Electric's chairman Dong Mingzhu and her former secretary Meng Yutong is seen as a strategic move to enhance brand image and attract younger consumers, coinciding with the upcoming "618" promotional event [4][5][8]. Group 1: Live Stream Details - The live stream is scheduled for May 23 and is described as a simple event without any strategic planning or KPIs involved [4][5]. - Gree Electric's marketing director emphasized that the event is a casual reunion, highlighting the personal connection between Dong Mingzhu and Meng Yutong [5][6]. Group 2: Brand Impact and Strategy - Experts believe the live stream could enhance Dong Mingzhu's appeal among younger consumers and contribute to the brand's image rejuvenation [4][8]. - The collaboration is viewed as a potential public relations strategy to address previous negative perceptions and showcase a more respectful approach to talent management [9]. Group 3: Audience Engagement and Content - The effectiveness of the live stream in converting audience engagement into brand equity will depend on the content and interaction during the event [8][9]. - Meng Yutong's social media presence and her previous association with Dong Mingzhu are expected to draw attention and traffic to the live stream [6][7].

Core Viewpoint - The trend of entrepreneurs personally endorsing their products has gained significant momentum, with notable figures like Liu Gexin of Kelun Pharmaceuticals showcasing their physical fitness to promote anti-aging products, reflecting a broader shift in branding strategies among business leaders [1][10]. Group 1: Entrepreneurial Branding - Entrepreneurs are increasingly adopting personal branding strategies, transforming themselves into "IP" (intellectual property) to enhance their companies' visibility and appeal [3][7]. - The phenomenon of entrepreneurs acting as brand ambassadors is not new, with historical examples dating back to the 1980s, such as Haier's Zhang Ruimin, who became a "celebrity entrepreneur" by publicly addressing product quality issues [8]. - Recent data indicates that Haier's overseas revenue grew by 13% year-on-year, highlighting the effectiveness of personal branding in driving business performance [8]. Group 2: Marketing Strategies - The marketing strategy of using entrepreneurs as brand ambassadors is seen as a cost-effective alternative to traditional celebrity endorsements, leveraging their personal stories to create a more relatable brand image [12]. - The approach of "body endorsement" is particularly impactful for health-related products, as demonstrated by Liu Gexin's promotion of Kelun's anti-aging capsules, which directly ties his fitness to the product's benefits [10][11]. - However, this strategy carries risks, as the personal image of the entrepreneur becomes closely linked to the brand, potentially leading to backlash if product controversies arise [12][14]. Group 3: Market Performance - Xiaomi reported a 35% year-on-year increase in total revenue for 2024, attributed in part to the personal branding efforts of its founder, Lei Jun, who has cultivated a fitness-oriented public persona [11]. - The market dynamics are shifting, with Xiaomi's smartphone market share rising to 16.8%, positioning it as the second-largest player in the domestic market, showcasing the effectiveness of its branding strategy [11]. - Despite the successes, the acceptance of high-priced health products, such as Kelun's anti-aging capsules priced at 1499 yuan per bottle, remains uncertain, indicating potential challenges in consumer acceptance [11]. Group 4: Consumer Engagement - The ultimate value of entrepreneur branding lies in building trust and emotional connections with consumers, rather than merely generating traffic or personal fame [15]. - Successful branding requires that products themselves are of high quality and meet consumer expectations, as exemplified by the challenges faced by high-priced products that do not resonate with buyers [15].

广告片一经发布就在各大平台快速传播，这不仅是因为75岁董事长赤膊上阵带来的视觉冲击，还因为这是医药圈第一个企业家IP。业界关心，流量带货逻辑 在医药圈能走通吗？刘革新个人IP能否撬动产品快速变现，并带领科伦旗下的大健康公司走向成功？ 健硕的胸肌、紧实的背部线条、清晰可见的腹肌……科伦药业（002422.SZ）董事长刘革新近日在广告片中大秀身材，这位75岁的企业家，在用自己的身体 为抗衰产品代言，开启第四次创业征程。 企业家要做个人IP，多少得有些人格光环。除了泰森般的躯体，刘革新还有一副不错的歌喉，他喜欢男声独唱，其独唱《星》《在路上》的视频这两天也见 诸科伦旗下各平台。刘革新还是一名学霸，他告诉经济观察报，他的高考作文差一分满分。他在商界纵横捭阖，目前拥有三家上市公司——科伦药业、科伦 博泰（06990.HK）、川宁生物（301301.SZ），因为最早创立的科伦药业稳坐大输液领域的头把交椅，刘革新在医药行业有"输液大王"之称。 不过，相比于汽车圈的马斯克、雷军，快消圈的于东来，送外卖的刘强东……医药圈大佬刘革新的人格化特点还不突出，人设不够清晰，目前营销团队放出 的物料仍缺乏娱乐化、场景化的表达，难以突破医 ...

但他说自己累了的时候，并不是真的想摘下这个枷锁，因为他也明白： 枷锁捆绑着财富。 01 雷军现在可能会明白，所谓的人设，其实是套在脖子上的枷锁。 董宇辉总说不想自己搞直播，马云总说自己想当老师，也是这个道理。 02 雷军是中国企业家IP最成功的案例，依然是全网粉丝数量最多的企业家。 去年，他的抖音涨粉超2500万，微博涨粉超过1500万。 伴随的是小米汽车的大卖，乃至于成为"宗教产品"。 直到：三个女孩车祸、新版OTA限制马力、碳纤维双风道前舱盖虚假宣传。 03 走下神坛，是历史的规律，但雷军依然舍不得王座。 对于种种负面，他避而不谈，选择另起一篇，他用"健身"来回应，似乎是在宣告： 杀不死我的，会让我更强大。 其实雷总已经很强大了，他现在的位置，不输几年前许家印的位置。 此外，雷军也不像媒体们说的那么"艰难"。 他又不会为房贷发愁，为工作发愁，他发愁的是小米汽车的销量，自己的声誉。 比起普通人，这不叫难。 我特别同意网上的一句话： 母亲节，雷军也该问候下那几个被烧死在小米汽车里的少女的母亲。 04 之所以不问候，是因为因为雷军的个人形象和小米，已经进行了深度绑定。 个人形象一旦受损，直接关系到企业的生死存亡 ...

沸腾的流量，小米有些接不住了 今年3月27日，胡润研究院发布《2025胡润全球富豪榜》，56岁的雷军以2200亿元财富位列中国第八，较去年增长114%，全球排名第50位，上升91位。这 是雷军首次进入中国前十。 而雷军财富大幅增长的背后是小米汽车迅速蹿红，发售一年之后仍有十几万订单在手，根据公开的《2025年4月全国乘用车零售销量排行榜》数据，小米 SU7一举拿下了当月中国汽车市场"10万以上价位段"的销量冠军，不分车型、不分能源形式。 汽车行业和互联网行业的最大不同是什么？ 原来汽车行业内很多人还以为小米只会凭借流量火一阵，最终还是看在汽车行业的沉淀积累。但没想到小米汽车一鸣惊人，想劝雷军收手的人现在都在担 心自己销量还能不能保得住。 小米汽车遥遥领先了吗？并没有。其实，小米汽车大爆之后，真正的考验才刚刚开始，如何做好交付售后，如何平衡创新与安全，互联网时代的快法则在 汽车行业显然不那么适用。 而且，小米汽车最近的销量已经连续三周下滑。 5月10日，小米集团创始人、董事长兼CEO雷军在个人微博发布动态称，"过去一个多月，是我创办小米以来最艰难的一段时间，情绪比较低落，取消了一 些会议安排和出差计划，也暂停了 ...

Core Viewpoint - Xiaomi's automotive division is currently facing a wave of cancellations due to discrepancies between product promotion and actual product features, particularly concerning the SU7 Ultra model's carbon fiber hood [1] Group 1: Product Issues - The SU7 Ultra's carbon fiber hood, priced at 42,000 yuan, was marketed as a replica of the prototype's aerodynamic design, but customers found it to be structurally similar to a standard aluminum hood [1] - The lack of proactive communication from Xiaomi and CEO Lei Jun during the cancellation wave has led to increased consumer dissatisfaction and trust issues [1] Group 2: Impact on Brand and Leadership - The situation highlights the risks associated with the strong association between Lei Jun's personal brand and Xiaomi, where the company's reputation is closely tied to his image [1][2] - The reliance on social media marketing and the personal brand of the entrepreneur can lead to significant backlash when product quality does not meet consumer expectations, resulting in a trust crisis for the brand [2] Group 3: Entrepreneurial Brand Management - The dual nature of entrepreneur IP means that while it can enhance product perception and sales, it also carries the risk of negative repercussions if product quality falters [2][4] - Lei Jun's recent acknowledgment of the challenges faced by Xiaomi suggests a need for reflection on the balance between personal branding and product quality [4]

Core Viewpoint - The recent collective rights protection incident involving Xiaomi's SU7 Ultra has highlighted the gap between marketing and actual product delivery, raising concerns about the fragility of the "entrepreneurial IP" strategy employed by the company [2][3] Group 1: Product Controversy - Hundreds of prospective owners of the Xiaomi SU7 Ultra have united to demand refunds, citing discrepancies between the advertised features and the actual product [2] - The controversy centers around the "carbon fiber dual air duct front hood," which was marketed as enhancing aerodynamics and cooling but was found to serve primarily a decorative purpose after customers paid an additional 42,000 yuan [4][7] Group 2: Company Response - In response to the backlash, Xiaomi apologized and acknowledged that their information was not clearly communicated, offering compensation options that included switching to a standard aluminum hood or receiving 20,000 loyalty points (approximately 2,000 yuan) [7] - However, customers expressed dissatisfaction with the compensation, as switching hoods would require a wait of 30-40 weeks, and the offered points were significantly less than the additional fee paid [7] Group 3: Legal and Market Implications - Legal experts have indicated that Xiaomi's promotional practices may have violated advertising laws, potentially constituting false advertising, which could lead to full compensation claims from consumers [9] - The incident underscores the difference between marketing strategies in consumer electronics and the automotive industry, where product reliability and safety are paramount, and consumers are less forgiving of perceived dishonesty [9][11] Group 4: Marketing Strategy Critique - The focus on building an "entrepreneurial IP" around founder Lei Jun has led to a disconnect between marketing and product quality, risking long-term consumer trust [11] - The automotive sector's competitive landscape requires a shift from a purely marketing-driven approach to one that emphasizes genuine product value and reliability [11]

作者 | 贾梦雅 编辑 | 江江 值班编辑｜ 宝珠 视觉 | 顾芗 在信息快速更迭、技术持续演进的当下，中国消费市场正处于深度重构的关键阶段。 2024年，全国社会消费品零售总额达到487895亿元，同比增长3.5%，消费仍是拉动经济的重要引擎。但 在经济增速放缓与生活成本上升的背景下，消费者变得更加理性、克制，也更强调选择和价值。 由此带来的是市场运行逻辑的显著变化：产品结构呈现"极致性价比"与"IP个性化"两极分化，渠道从单 一触达走向多平台协同，消费者行为愈加圈层化、需求更趋多样化，传统营销模式难以为继。 在这个节点上，企业如何精准捕捉注意力、适应需求变化，并利用新技术提升效率，成为摆在所有市场 参与者面前的现实课题 在新旧交替的十字路口，南风窗邀请香港科技大学商学院终身教授、博士生导师王文博，就当下消费市 场的发展趋势、背后逻辑及企业应对策略展开对话。 变化中的信息、渠道、产品和消费者 南风窗：从您个人的观察来看，近两年来，中国的消费市场出现了哪些新趋势？ 王文博：消费主要就几个要件：信息、渠道、产品和消费者，总体来说，我观察到的消费市场的变化是 信息多元化、渠道融合化、产品两极化和消费者圈层化。 信 ...