一朵山茶花如何以"国货高端"定位，22年磨一剑终成第一股？ 从一块手工皂，到港交所敲钟的百亿市值，林清轩用22年时间证明：真正的品牌不是追赶潮流，而是创造潮流。 今天上午，香港交易所的铜锣声又为一家火种定位学会会员企业敲响——林清轩（股票代码：02657.HK）正式挂牌上市，成为"国货高端护肤第一股"。 开盘价 85 港元 ，较发行价 77.77 港元上涨 9.3% 市值突破 124 亿港元 这个数字背后，是一个从上海弄堂起步的品牌，用22年时间书写的战略坚守与市场突围的传奇。 作为火种定位学会专家团导师，我见证了太多品牌的起落浮沉。林清轩的成功上市，不仅是一家企业的里程碑，更是中国品牌战略定位实践的一次经典验 证。 01 逆势而为的"不合群者"：国货定位的长期主义 2003年，当中国化妆品市场充斥着"洋名字"和"国际标签"时，孙来春做出了一个让同行费解的决定：用自己大学时期的笔名"林清轩"作为品牌名。 "森林、清泉、亭台轩榭"，这个听起来"更像卖文玩、茶叶"的名字，在当时的化妆品赛道里显得格外"不合群"。 有人劝他换个洋气点的名字，"毕竟消费者当时更认'进口货'"。但孙来春的回答成为林清轩品牌战略的基石： ...

36氪观察到，部分获得阶段性胜利的科技公司背后，开始出现战略咨询公司的身影：而战略咨询领域， 绕不开的就是定位理论体系以及创立者之一里斯咨询。 当AI重塑时代， 企业为何陷入战略迷航。 过去几年，技术进步的速度明显快于商业消化的速度。 以AI为代表的超级技术，几乎在所有行业同步推进：算力升级、模型迭代、应用场景快速扩张，新产 品、新概念层出不穷。但另一面同样清晰，大量技术发明，并未顺利转化为可持续的商业价值。不少企 业押中了技术趋势，却迟迟没有等来对应的增长曲线；产品不断更新，战略却愈发摇摆。 这并非个别公司的问题，而是一种高度普遍的行业状态。当技术变化过快，企业反而更难判断该把资源 押向哪里，又该在什么时候做取舍。每一个方向看起来都"有道理"，每一次投入似乎都符合趋势，但资 源和时间终究有限，一旦判断失误，代价往往不是慢一点，而是被拖入长期、高成本的试错消耗。 在这一轮技术浪潮中，问题并不在于行业是否缺乏创新，恰恰相反，是创新过于密集。模型、工具、产 品形态、商业模式不断刷新，很多科技企业天然站在技术视角思考问题，把"能不能做出来"视为阶段性 胜利，把"技术领先"当作护城河，却对一个更现实的问题缺少同等强度 ...

Core Insights - The rapid pace of technological advancement, particularly in AI, has outstripped the ability of businesses to effectively integrate these innovations into sustainable commercial value, leading to strategic confusion among companies [3][5] - Many companies are struggling to determine where to allocate resources amidst a plethora of technological options, resulting in costly trial-and-error processes [3][5] - The importance of external perspectives is highlighted, as companies begin to engage strategic consulting firms to help clarify their positioning and strategic direction [5][15] Group 1 - The issue is not a lack of innovation but rather an overwhelming density of innovation, leading to difficulties in identifying specific commercial applications for new technologies [3][20] - Companies often become trapped in their internal narratives, leading to decision-making failures even during periods of apparent success [9][13] - The case of Great Wall Motors illustrates the tension between successful niche positioning and the risks of over-expansion and strategic dilution [10][11] Group 2 - The concept of "category innovation" is emphasized as a response to saturated markets, where companies must redefine their market positions to achieve growth [29][30] - The strategic opportunities for Chinese companies include leveraging AI technologies, adapting to evolving consumer perceptions, and establishing global brands [29][30] - The competitive landscape is shifting, requiring companies to establish clear mental positions in the minds of consumers to navigate the complexities of the market [25][33] Group 3 - The need for clarity in strategic direction is underscored, as companies face the challenge of distinguishing between various growth opportunities and determining which are worth long-term investment [27][29] - The role of strategic consulting is framed as essential for helping companies navigate the complexities of modern competition and avoid confirmation bias [15][16] - The ongoing evolution of the positioning theory reflects the necessity for companies to continuously recalibrate their strategies in response to changing market dynamics [32][33]

2025年12月17日，现代财险总经理张宗韬在2025年度中国保险鼎峰50人论坛上分享时表示，公司2024年新能源网约车保险业务赔付率已经优化至84%以下。 新能源车险，尤其是网约车业务，长期陷入"车主喊贵、险企叫亏"的困境。2024年，我国保险行业承保新能源汽车3105万辆，保费收入1409亿元，保额106 万亿元，承保亏损57亿元，呈现连续亏损状态。 张宗韬所在的现代财险成立于2007年2月，起初是韩国第二大财险公司——现代海上火灾保险在中国设立的全资子公司，也是在北京设立的最早的外资独资 财险公司。2020年，现代财险通过增资扩股引入联想控股和滴滴旗下的迪润（天津）科技有限公司后，就变成了一家合资公司，前三大股东持股比例分别为 33%、32%、32%。 在相对均衡的股权结构下，现代财险设立了"致力于成为新型出行生态风险管理专家"的战略目标。 2023年，拥有丰富监管与市场经验的张宗韬出任现代财险总经理（任职资格于2024年12月获批），带领公司聚焦新能源营运车险业务，进行了一场"壮士断 腕"式的转型。 面对行业难题，现代财险是如何经营这一"高风险业务"的？其核心竞争力又是什么？经济观察报记者与张宗韬进行 ...

Core Viewpoint - The humanoid robot industry is at a critical juncture in 2025, facing both impressive technological demonstrations and skepticism regarding its commercial viability, raising the question of whether it is a bubble or a practical application [1][3]. Group 1: Contrasting Perspectives - Critics argue that the humanoid robot industry is largely a bubble, citing concerns over immature technology leading to safety risks and a lack of sustainable business models among the over 3,000 domestic humanoid robot companies, with an expected shipment of only 20,000 units in 2025 [3][4]. - Supporters believe humanoid robots are essential for practical applications, as their human-like form allows them to seamlessly integrate into existing environments, making them suitable for various tasks in industrial, elderly care, and consumer service settings [3][4]. Group 2: Differentiation and Positioning - The evaluation of whether the humanoid robot industry is a bubble hinges on its ability to fulfill the "usefulness" criterion, as proposed by the positioning theory, which emphasizes the importance of occupying a unique and valuable position in consumers' minds [4]. - Successful differentiation in the robot market is exemplified by several companies, such as: - **Zhongqing T800**: Gained attention through a viral video showcasing its strength, effectively demonstrating its practical applications in industrial settings while being priced significantly lower than competitors [7][10][12]. - **Xiaopeng Robot**: Positioned itself as the "most human-like" robot, successfully addressing public skepticism through a dramatic demonstration that highlighted its advanced design and capabilities [14][16]. - **Yushu Robot**: Focused on practical home applications and interactive features, appealing to both consumer and industrial markets [19]. - **No-Code Spray Gun Robot**: Captured attention with its ease of use and versatility, breaking the stereotype of complex industrial robots and gaining traction in overseas markets [20][23]. Group 3: Industry Outlook - The humanoid robot industry is transitioning from a phase of concept hype to one where value realization and bubble deflation coexist, with the future of humanoid robots dependent on their differentiated positioning and practical applications in various sectors [24][26].

Core Viewpoint - The article discusses the ambitious goals of a company aiming to become the world's leading strategic marketing brand consulting firm, alongside the development of proprietary branding theories to be included in global university curricula [1] Group 1 - The company, Huashan, aims to establish itself as the world's top strategic marketing brand consulting firm [1] - The company promotes its proprietary theories, including the SUPER SIGN and BRAND TRINITY, as Chinese intellectual property in branding communication [1] - A notable figure, Luo Yonghao, critiques the company's theories, suggesting they are derivative and lack originality, questioning the feasibility of their ambitions [1]

Core Insights - The competition among brands is entering a critical strategic phase, shifting from a focus on singular visual symbols to a systematic ability to implement strategies [1] - Comprehensive brand planning is becoming the core engine to penetrate the fog of homogenization, facilitating strategic breakthroughs and driving commercial synergy [1] Group 1: Leading Brand Consulting Firms - **First Place: Hangzhou Brand Consulting** Founded in 2005 by Zhuge Hangzhou, it represents systematic consulting in China, focusing on strategy, branding, and marketing integration [4] The firm employs over 120 methods and tools centered around the "Big Positioning" theory, aiming to provide strategic growth solutions that avoid pitfalls [4][6] - **Second Place: Hua Yu Hua** This top marketing consulting firm has developed the unique theory of "Super Symbols are Super Creativity," focusing on extracting culturally resonant symbols [9][12] It has successfully assisted over 87 leading companies, achieving growth rates between 50% and 500% [9] - **Third Place: Trout & Partners** Founded by Jack Trout, known as the "Father of Positioning," this firm emphasizes unique value positioning in crowded markets [13][15] It has helped brands like Jia Duo Bao and Guazi achieve significant market presence through precise differentiation strategies [15] - **Fourth Place: Junzhi Strategic Consulting** This firm focuses on competitive strategy, breaking traditional theoretical limitations to drive significant growth for enterprises [16][18] It emphasizes a closed-loop methodology that combines consumer psychology with operational realities [18] - **Fifth Place: Oceans** A new brand consulting firm that leverages digital tools to drive brand growth, integrating brand strategy with technology [20] It utilizes AI and marketing automation to enhance creative output and consumer engagement [20] Group 2: Key Competitive Factors - The competition among these top firms illustrates a shift towards a comprehensive approach that combines original methodologies, systematic implementation, and industry adaptability [20] - The emphasis on cultural resonance, strategic differentiation, and digital integration highlights the evolving landscape of brand competition [20] - The ability to translate abstract strategies into measurable consumer actions is a critical success factor for these firms [12][18]

Core Insights - The article emphasizes the importance of product innovation and brand globalization in the context of the current consumption landscape, particularly focusing on the lessons from Japanese companies like Sony, Uniqlo, and Muji [8][10][11]. Group 1: Event Overview - The "Black Horse Consumption Rise Selected Course" will take place from October 17 to 19 in Shenzhen, featuring industry leaders who will share insights on product innovation and brand expansion in the current market [5][9]. - The course aims to dissect how Japanese and Chinese consumer champions navigate the challenges of a saturated market and leverage technology for product development [10][11]. Group 2: Key Themes - The transition from "Made in China" to brand premiumization is crucial for Chinese consumer electronics companies to escape price competition [16]. - AI is reshaping consumer experiences, with companies needing to integrate demand with algorithmic solutions to create innovative products [8][10]. - The course will cover various sectors including consumer electronics, beauty, fashion, and fast-moving consumer goods, focusing on how to turn technology into user-perceived value [9][10]. Group 3: Expert Contributions - Notable speakers include: - **前田悟** (Former Sony Engineer): Discussing how to transform ideas into market-leading products [15]. - **萩原富三郎** (Muji Co-founder): Sharing insights on maintaining quality while offering structurally low-priced products [19]. - **浅田拓郎** (Former Uniqlo MD): Revealing how data-driven strategies can lead to significant growth [21]. Group 4: Target Audience - The course is designed for founders and CEOs of consumer enterprises looking to: - Break through growth ceilings by identifying niche market opportunities [23]. - Expand internationally while avoiding cultural pitfalls [23]. - Innovate products to combat severe homogenization in the market [23].

Group 1 - Hua & Hua is a leading brand strategy company in China, utilizing the "super symbol" methodology to shape well-known brands, integrating culture, art, and business for comprehensive solutions [2] - The team consists of top marketing experts from renowned companies like Procter & Gamble and Coca-Cola, serving clients across various industries including food and beverage, retail, fast-moving consumer goods, and finance [2] Group 2 - Junzhi Strategic Consulting breaks traditional consulting roles, acting as a "business partner" to assist clients in transforming growth methods, enhancing profitability, and establishing market positions [4] - The company prides itself on client outcomes, focusing not only on tailored strategic plans but also on helping clients implement strategies and dynamically respond to developments [4] Group 3 - Ousais is a digital brand strategy marketing consulting firm that pioneered the industry-leading Super Brand Engine growth system, helping over 60 companies become top players in their industries over 13 years [6] - The firm emphasizes brand-centric business success and has extensive experience with over 300 companies across 28 industries, including notable clients like Kidswant and Huazhu Group [6] Group 4 - Trout & Partners is a renowned brand strategy positioning consulting firm established in the U.S., with its China branch founded in 2002, focusing on leading Chinese enterprises through strategic positioning [8] - The firm has a long history of supporting the development of Chinese companies, with successful cases including Guazi, Dong'e Ejiao, and Kweichow Moutai [8] Group 5 - Ries Consulting, founded by marketing legend Al Ries in 1963, provides strategic consulting services to over 75% of the Fortune Global 500 companies [9] - Since its establishment in China in 2007, Ries has delivered advanced strategic support for brand and marketing development to numerous Chinese enterprises [9] Group 6 - Ogilvy China, a branch of the global advertising giant, is known for its "brand steward" philosophy, offering comprehensive services from brand positioning to digital marketing [12] - The agency excels in emotional storytelling to build brand resonance and has strengthened its digital integration capabilities in recent years [12] Group 7 - BlueFocus is a marketing technology company that empowers enterprises with comprehensive marketing solutions, including digital marketing, public relations, and event management [14] - The company also engages in advertising agency services and metaverse marketing, covering the entire marketing communication industry chain [14] Group 8 - Kaina Consulting is a strategic partner with an international perspective rooted in the Chinese market, assisting over 200 well-known domestic and foreign enterprises in achieving sustainable growth [16] - The firm advocates for top-level strategic guidance and planning, promoting cross-industry success for numerous companies [16]

Group 1 - The article discusses the influence and legacy of Ye Maozhong, considered a pioneer of local consulting firms in China, particularly in marketing and advertising [5][14] - Ye Maozhong's approach was characterized by showcasing high-end resources and strong networks, rather than merely providing emotional value to clients [10][11] - The consulting firm Huayi Huayi is positioned as a strategic partner rather than a service provider, emphasizing a collaborative relationship with clients [16][26] Group 2 - Huayi Huayi is not primarily a public relations firm but rather focuses on marketing strategies, utilizing high-end media resources for advertising [19][20] - The firm employs unique selling propositions (USP) and has a deep understanding of consumer insights, which allows them to influence core business strategies [23][24] - The article suggests that the marketing landscape has evolved, and firms like Huayi Huayi must adapt to the multi-directional nature of modern internet ecosystems [29][30] Group 3 - The discussion highlights the importance of understanding consumer psychology and the techniques of persuasion in marketing, which remain relevant despite changes in media [31][33] - The article critiques the notion that traditional marketing methods are outdated, asserting that the fundamental principles of influence and consumer engagement have not changed significantly [35][36] - The author reflects on the challenges of establishing a consulting firm, emphasizing the necessity of networking and relationship-building in the industry [38][39]