文｜消费财眼 最近，霸王茶姬创始人张俊杰的高调婚礼引人注目。在外界眼中，他的婚礼透着浓厚的品牌营销意味，来宾中不仅有商业伙伴，还有各大投资机构代 表，嘉宾阵容更像是一场高规格的行业峰会。 其婚礼现场摆满了霸王茶姬的饮品，可以做到宾客人手一杯，当张俊杰的婚礼现场照片在社交网络流传时，连带着霸王茶姬这一品牌也又一次冲热 搜，这比任何广告都更生动地诠释着"品牌即创始人，创始人即品牌"的当下现实，这似乎已远非一场私人庆典。 然而，聚光灯越耀眼，阴影处的挑战也越明显。此时不禁让人想到一个问题，那就是对于霸王茶姬甚至整个茶饮行业来说，当品牌创始人的个人IP与 品牌深度捆绑，或当品牌成功站上资本市场高点后，这些品牌将面临的下半场挑战是什么? 创始人IP成为品牌"火箭助推器"背后的双刃剑 首先，一个充满传奇色彩的创始人故事，是穿透嘈杂市场、建立情感连接的利器。从逆境中成长的个人经历，赋予了品牌坚韧、逆袭的"光环"，让消 费者在购买一杯奶茶时，仿佛也参与了一段励志的叙事。其次，在品牌从0到1的阶段，创始人的鲜明个性与审美，是塑造独特品牌辨识度的最短路 径。 无论是早期从云南启航的侧翼战略，还是坚决摒弃水果茶混战、专注"原叶鲜奶 ...

12月10日，在2024-2025年度营响大会暨（第二十三届）杰出品牌营销年会上，哈尔斯（002615）总裁 吴子富发表主题演讲，分享了这家拥有40年历史的杯壶领军企业在新消费时代的品牌进化之路。 吴子富介绍，哈尔斯已连续三年实现全球杯壶销售额第一，从传统商超货架上的礼品选项，成长为覆盖 多元生活场景的时尚健康品牌。如今，哈尔斯的产品不仅在抖音直播间吸引近百万人次观望，更通过小 红书、微博等平台成为年轻人的潮流穿搭标签，还亮相巴黎奥运会舞台，推出哈尔滨联名等文化载体类 产品，实现了从工具到情感、从产品到生态的跨越。 借助第三方品牌服务商锦坤的需求洞察和品牌研究，哈尔斯提出了一个生动的品牌目标：让每个哈尔斯 用户拥有九只保温杯。这个数字并非随意设定，而是对应着九种不同的生活场景——办公室的泡茶杯、 健身房的运动杯、通勤时的手环杯、户外探险的专业杯、养生时的钛杯、日常搭配的马克杯，以及体现 环保理念的材质创新杯。在吴子富的构想中，保温杯正在从单一的饮水工具，进化为生活方式的载体。 在流量与品牌的平衡上，吴子富强调，流量可以买来一次性关注，却买不来持久信任，品牌才是穿越周 期的核心竞争力。哈尔斯的品牌基石是40年积 ...

Core Insights - The essence of branding in the changing technological landscape is to establish sustainable connections rather than merely chasing fleeting traffic [2][3] - Brands must evolve from short-term traffic gains to long-term value creation, focusing on building brand assets that endure beyond initial consumer excitement [2][3] Group 1: Brand Development Strategies - Stone Zhangqiang emphasizes a systematic approach to brand growth, outlining a path from individual million-level breakthroughs to trillion-level ecosystem cultivation [3] - Each stage of brand development requires tailored connection strategies, from channel breakthroughs to product positioning and platform building [3] Group 2: Marketing Methodology - The "Five Connections" sticky marketing solution addresses the common issue of traffic anxiety, advocating for differentiated connection strategies at various development stages [6] - The four-step model of "Four Trusts" involves conveying brand image, establishing product trust, shaping service confidence, and forming brand belief [6] Group 3: Case Studies and Examples - Successful brand building requires clear top-level design and effective bottom-level marketing operations, as demonstrated by various transformation case studies [6][7] - Examples include Hongqiao Source's brand repositioning, Dongfang Meigu's growth into a trillion-level industry cluster, and Xuyi Lobster's establishment as a national geographic brand [6][7] Group 4: Brand as Industry Representative - The highest level of brand building is to become a representative of the industry, where a brand's success is linked to the health and potential of its industry [7] - Brands should focus on creating trust with users rather than merely pursuing traffic, as the core of business remains value creation [7] Group 5: Strategic Recommendations - Brands are advised to maintain strategic focus amidst market competition, emphasizing the importance of differentiated value creation [8] - Long-term strategic patience is essential, as brand building is likened to a marathon rather than a sprint, requiring consistent direction and timing [8]

Core Viewpoint - The official announcement of Li Auto's brand ambassador, Yi Yangqianxi, marks a significant milestone for the company as it aims to resonate with a younger audience and redefine the concept of "home" in the context of mobility and lifestyle [1][3][14]. Group 1: Brand Evolution - Li Auto has maintained a "product as ambassador" philosophy for ten years, delivering nearly 1.5 million vehicles, which reflects trust and brand reputation [3][14]. - The decision to appoint Yi Yangqianxi as the brand ambassador during the launch of the Li Auto i6 signifies a deep alignment of values between the brand and the ambassador, moving beyond mere commercial collaboration [3][6]. Group 2: Product Features and Target Audience - The Li Auto i6 is designed to appeal to a broader demographic, particularly the younger generation, while still retaining its family-friendly attributes [6][14]. - The i6 features an original design language, advanced smart space upgrades, and enhanced driving capabilities, including a CLTC range of 720 km and rapid charging capabilities [8][11][13]. Group 3: Brand Philosophy and Market Positioning - Li Auto's mission is to create a "mobile home" that provides a sense of belonging and emotional connection, extending its focus from traditional family structures to individual users seeking independence and exploration [6][14]. - The collaboration with Yi Yangqianxi embodies the spirit of perseverance and growth, aligning with the brand's commitment to innovation and user-centric values [7][17].

Core Viewpoint - The 20th anniversary event of Iole Home showcased its evolution from a kitchen cabinet manufacturer to a high-end custom home brand, emphasizing its unique position in the market and commitment to original design [3][4][19]. Group 1: Brand Evolution - Iole Home has transformed from an initial player in the kitchen cabinet sector in 2005 to a leader in the high-end custom home market, marking a significant shift in its business model [3][4]. - The brand's journey reflects a broader narrative of evolution, paralleling the transformation of the Anaya area from desolation to a cultural hub [4][6]. - Iole Home has achieved the highest gross margin among nine listed custom home brands, positioning itself as the only light high-end brand in this category [6]. Group 2: Strategic Developments - The company plans to open multiple flagship stores in major cities starting in 2024, enhancing the customer experience with larger and more luxurious store formats [6]. - Iole Home is set to launch five high-end product lines in 2025, focusing on high-end design and quality while making them accessible to a broader audience [6]. Group 3: Product Offerings - The anniversary event introduced three new high-end series: the "Blossom" series, the "Stockholm Pro" series, and the "Velvet Flower" series, each catering to different high-end customer needs [7][13]. - Collaborations with traditional artisans and contemporary artists have resulted in unique product lines that blend tradition with modernity, showcasing the brand's commitment to original design [13][16]. Group 4: Brand Philosophy - Iole Home's philosophy centers on decoding the desires of elite consumers and contemporary families, focusing on cultural belonging, spatial efficiency, and sustainable aesthetics [17]. - The CEO highlighted three strategic choices that have defined the brand's success: exiting low-price competition, prioritizing original design, and entering the full-home customization market early [17][19].