情绪价值

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蔚小理的情绪价值,奔驰宝马现在不认
汽车商业评论· 2025-08-25 23:04
设计 / 张 萌 "蔚来定义产品的方法论里有一个叫用户价值体系,我们内部有一个21条的用户价值分类维度,其中11条是情感价值,10条是功能价值。功能价值是什 么?空间便利、易用、舒适这样一些最基础的属性;情感价值是得体感、彰显品位,个性表达,展现实力等这样一些。我们会更多拆解用户需求,来体 现在产品的每一个触点和细节上面。蔚来在定义产品时,情感价值比功能的改善和堆叠有更大的权重。" 2025年8月22日,蔚来全新ES8发布会第二天的媒体沟通会上,蔚来副总裁兼ES8产品负责人李天舒回答情绪价值在蔚来产品定义阶段是怎样的一个权重 时如此说。 沟通会之后的那个周末,北京商场里,几个家庭用户围着新上市的这款大三排SUV前后打量。 孩子抢着连上后排娱乐屏看动画,家长用车机语音安排晚餐路线; 另一个品牌展厅 ,一台纯电轿跑的座舱灯带配合音乐起落,香氛从暗舱出风口缓缓 溢出。 工作人员问:"您平时上下班堵车多吗?要不要试试'放空模式',它会把噪声降到最低、把灯光调到最柔和。" 中国汽车市场正从"硬件竞赛"迈入"情绪竞争"。虽然新汽车时代,车,仍是交通工具,但在中国,更像一个移动的"第三空间"——既是个人 的情绪缓冲 带,也 ...
把精彩装进购物袋(大数据观察·实体店里探消费)
Ren Min Ri Bao· 2025-08-25 22:27
在浙江嘉兴市南湖区一家商场,家长带着孩子选购学习用 品。 金 鹏摄(新华社发) 玩具潮玩等行业迎来爆发式增长,成为新消费领域最具活 力的赛道之一。图为电影《浪浪山小妖怪》周边挂件。 郑家雄摄(新华社发) 山东省青州市一家超市,消费者在挑选水果。 王继林摄(影像中国) 数据来源:国家统计局 到超市"赶海",鲜活水产品带来逛水族馆般的新鲜体验;去潮玩店"吃谷",在追赶潮流中获得情绪价 值,满足社交需求;在母婴店"淘货","所见即所得"的同时,享受专业、细致的服务……凭借产品升 级、服务优化、场景创新,到店消费热度不减。逛实体店成为很多消费者,特别是年轻消费群体的选 择。 网络购物很便利,为何仍有不少消费者热衷打卡实体店?他们的购物袋里都有啥?近日,记者在多地进 行了探访。 在生鲜超市 打捞水产 放松身心 下午5点半,贵州贵阳市合力惠民生鲜超市南浦路店逐渐热闹起来,下班来购物的顾客精挑细选心仪的 商品,工作人员忙着补货、整理。 来到水产区,宽大的鱼缸整齐排列,透明的玻璃映着蓝莹莹的水光。连串气泡从增氧泵里"嗡嗡"吐出, 翻腾出水面时"啵"的一声破裂,鱼儿在其中游弋。一旁的王丽丽静静看着,一天的疲惫也像气泡一样冲 出 ...
李斌彻底豁出去了
Hua Er Jie Jian Wen· 2025-08-24 01:17
作者 | 柴旭晨 编辑 | 周智宇 定位高端的蔚来,一时间竟成了性价比的代名词。 8月21日晚,蔚来旗舰SUV新ES8开启预售,整车41.68万-45.68万元,BaaS加持下的价格直接下探到了30.88万-34.88万元。打出价格牌后全场沸腾,满场高 呼"斌神"。 要知道,这是一台对标宝马X7的五十万级全尺寸SUV。相比上一代,新ES8直接官降了整整8万元,租电后价格直降近15万。并且这还只是预售价,按照 行业思路,新ES8的正式售价很有可能来到40万以下。 在业内人士看来,如果说前段时间乐道L90是李斌"掀桌",那么极致价格叠加蔚来庞大补能基建的加持下,新ES8将让增程高端车型"无路可走"。 继乐道L90卖爆之后,蔚来打算继续在纯电大三排SUV领域趁胜追击。李斌认为,在大三排SUV细分市场,属于增程车的黄金时代已经结束,是时候看纯 电了。 市场反应迅速,发布会当晚蔚来美股一路走高,涨幅一度超过10%。次日,蔚来总裁秦力洪向华尔街见闻透露,从开启预售通道开始,新ES8的订单已经 超过了同期的乐道L90。8月22日晚间,蔚来美股再次急速拉升近15%。 显然,为了找回昔日荣光,为了Q4盈利掀了桌子,蔚来和李斌豁 ...
小米小鹏零跑:新势力“增长三杰”的秘密
虎嗅APP· 2025-08-20 13:34
出品丨虎嗅汽车组 作者丨李赓 头图丨视觉中国、零跑汽车 "中国汽车行业,目前处于一种'达尔文式' (适者生存) 的内卷竞争。" 它们不仅是新势力中上半年的销量前五,同时也是销量前五中增速最快的车企;并且,这三家还是所有新势力 中,年度销量目标完成率最高的存在 (因为年度销量目标还能一定程度上反映车企的生产销售的极限能力,完 成比率更能代表车企的实际经营效率) 。 有意思的是,这三家表现优秀的车企不约而同地选择了扎堆发布上半年财报 (本周一零跑刚发完,周二就轮到 了小米和小鹏) ,当我们将其业绩并置分析,便能清晰地看到,这场残酷的淘汰赛的真实比赛规则,以及如何 才能够取得胜利。 "良性增长",穿越价格战的共同 底色 "但我们不想不惜一切代价抢夺中国市占率。" 这两句话,上周先后从梅赛德斯-奔驰CEO康林松 (Ola Källenius) 的嘴里说出。原因无他,在包括中国市场 的因素影响下,其所掌舵全球顶级车企2025年上半年交出来的成绩堪称惨烈——净利润下滑56%,同比腰斩。 有趣的是,尽管他的两句话从逻辑上看并无漏洞,但中国汽车行业的部分 "后来者",恰恰在他所说的 "达尔文 式" 竞争中找到了自己的进化路径 ...
会说话,是一个人最了不起的才华
洞见· 2025-08-20 12:34
洞见 ( DJ00123987 ) —— 不一样的观点,不一样的故事, 3000 万人订阅的微信大号。点击标题下蓝字 " 洞见 " 关注,我们将为您提供有价值、有意思的 延伸阅读。 作者:子不语 来源:读者 (ID: duzheweixin) 人在说话,话也在说人。 ♬ 点上方播放按钮可收听洞见主播云湾 朗读音频 朱自清在《说话》中写道: "说话并不是一件容易事。天天说话,不见得就会说话;许多人说了一辈子话,没有说好过几句话。" 说话简单,会说话却不简单。 为什么有的人聊天让人如沐春风,而你开口就自带冷场效果? 为什么同样一件事有的人表达清晰,而你却词不达意,造成诸多误会? 说话,人人都会;聊天,你真的会吗? 6个让你更受欢迎的沟通技巧,提升人际关系、高效解决问题、轻松化解矛盾。 从询问对方最近的旅行经历、喜欢的电影或音乐、热衷的运动等轻松的话题开始。 01 寻找相似之处,彼此才能融洽,围绕兴趣点展开,也能使对方感到愉悦。 如果某个话题开始变得沉重或无聊,可适当转换话题,保持对话的活跃感。 向对方提问,也要选择开放性问题,给对方更多发挥空间。 而不是只需要对方回答"是"或"不是"就结束话题。 方法也简单,根据 ...
夏日酒水新风尚:即时零售驱动情绪、健康与猎奇三重升级
Sou Hu Cai Jing· 2025-08-20 00:45
Core Insights - The report highlights the rising popularity of ice-cold alcoholic beverages in the fast-moving consumer goods market, driven by consumer demand for health and emotional value [1][3][5] Group 1: Consumer Trends - There is a significant increase in orders for zero-calorie/low-calorie beers, fruit beers, and low-alcohol pre-mixed drinks, with zero-calorie/low-calorie beer orders growing by 144% month-on-month in June [1][3] - The trend is particularly strong among urban women aged 25 to 35, who prefer to enjoy these beverages during leisure time or social gatherings [3][5] Group 2: Market Dynamics - The summer ice-cold beverage market is experiencing a diversified consumption upgrade, driven by emotional value, health attributes, and curiosity [3][5] - The innovative "ice cup + alcohol" combination saw a staggering year-on-year order growth of 321% in June, creating new consumption scenarios like "home bar" on weekday evenings and "balcony relaxation" on weekends [5] Group 3: Regional Opportunities - Regional specialty alcoholic beverages are breaking geographical barriers through instant retail platforms, with significant order increases for white spirits in western regions and fruit/liqueur wines in southern regions [7] - This trend presents unprecedented growth opportunities for regional alcohol enterprises, contributing to market diversification [7] Group 4: Operational Challenges - The high demands for delivery timeliness and freshness in water distribution pose challenges for platforms and merchants [9]
百亿团播市场的秘密
36氪· 2025-08-20 00:05
Core Viewpoint - The article discusses the emerging trend of "group broadcasting" (团播) in the live streaming industry, highlighting its rapid growth, market potential, and the unique dynamics between broadcasters and their audiences [4][7][41]. Group 1: Industry Overview - Group broadcasting is defined as a form of live streaming where multiple individuals perform together, initially focusing on talent showcases and casual interactions [7]. - The market for China's online performance industry, including live streaming and short videos, is projected to reach 212.64 billion yuan by 2024, with the group broadcasting sector expected to grow to 15 billion yuan [7]. - The popularity of group broadcasting has surged, with notable examples like the "Leg Sweep Dance" gaining significant traction and viewership [7][17]. Group 2: Operational Dynamics - Group broadcasting relies on a formulaic approach to content creation, where performances are meticulously planned and executed to maximize viewer engagement [12][24]. - The preparation for a broadcast involves extensive rehearsals, often taking three times longer than the actual performance time, to ensure synchronization in lighting, camera work, and choreography [24][25]. - The use of engaging music and lighting is crucial in creating an addictive viewing experience, with specific attention to rhythm and emotional resonance [23][25]. Group 3: Monetization Strategies - Monetization in group broadcasting occurs through two primary methods: light monetization, where fans send gifts to support their favorite members, and competitive monetization during PK (performance competition) events [28][29]. - High-value gifts are often exchanged during PK competitions, where fans actively participate in voting and supporting their preferred performers [28][30]. - The relationship between broadcasters and fans is transactional, with emotional value being a significant component of the interaction, often leading to a sense of community among viewers [41][42]. Group 4: Emotional Engagement - Group broadcasting serves as an emotional outlet for viewers, providing a space for connection and interaction that transcends traditional entertainment [41][42]. - The dynamics of these relationships are complex, as they often blur the lines between genuine emotional connections and transactional interactions [42][43]. - Fans often invest significant amounts of money, with estimates suggesting that reaching a certain level of engagement can require spending close to 100,000 yuan [40].
AI潮玩,谁不想成为LABUBU
创业邦· 2025-08-18 03:32
Core Viewpoint - The AI toy market is experiencing significant growth, driven by a surge of new companies entering the space, focusing on emotional value and user engagement rather than just technological capabilities [6][8][21] Group 1: Market Dynamics - The AI toy sector has seen over 30 emerging companies, with products designed to cater to both children and adults, reflecting a diverse range of user needs [6][8] - The market is characterized by a low entry barrier for consumers, allowing for a variety of products that fulfill different emotional and psychological needs [8][20] - The success of AI toys will depend on achieving significant sales volumes, with a benchmark of 100,000 units being crucial for establishing a product as a market leader [8][19] Group 2: Key Players and Products - Notable companies include Mengyou Intelligent, which launched the Ropet AI toy, and Luobo Intelligent, which introduced the Fuzozo, both targeting female consumers [6][12] - Ropet has achieved significant crowdfunding success in Japan, raising 26 million yen on its first day, while Fuzozo has gained traction in China through effective marketing strategies [12][13] - The products differ in their interaction capabilities, with Fuzozo utilizing a multimodal model for language interaction, while Ropet focuses on non-verbal responses to enhance user experience [13][14] Group 3: Consumer Insights - The primary purchasing motivation for consumers is the aesthetic appeal of the toys, particularly among female users, indicating a strong link between product design and consumer engagement [14][20] - The emotional value created by AI toys is paramount, with companies exploring various approaches to meet the emotional and psychological needs of users [20][21] - The market is still evolving, with opportunities for new entrants to address unmet needs, particularly in areas like mental health and emotional support [20][21] Group 4: Future Trends - The AI toy industry is expected to continue diversifying, with products aimed at both emotional companionship and practical applications in mental health [20][21] - Companies are leveraging advanced AI technologies to enhance user interaction and product functionality, which will be critical for long-term success [19][20] - The competition is intensifying as larger companies like Pop Mart enter the market, potentially reshaping the landscape of AI toys [8][21]
车圈押注情绪价值,再造小米汽车“神话”?
Xin Lang Cai Jing· 2025-08-16 05:48
Group 1 - Xiaomi's YU7 achieved over 200,000 pre-orders in just three minutes, setting a new benchmark in the smart car industry, which is seen as a "myth" that few can replicate [1] - The success of YU7 is attributed to its emotional value, appealing design, competitive pricing, and strong marketing by Lei Jun, which resonated with consumers [1][2] - Other companies, such as XPeng, are also focusing on emotional value in their products, with XPeng's new P7 emphasizing both technology and aesthetics [2][3] Group 2 - The concept of emotional value is becoming central to the strategies of various automakers, with XPeng's founder emphasizing the importance of aesthetics alongside technology [2][3] - Companies like Li Auto, Leap Motor, and Great Wall are also working on enhancing emotional value in their products, indicating a broader industry trend [3][19] - The shift towards emotional value reflects a change in consumer preferences from basic transportation needs to a desire for personalized and emotionally resonant products [20] Group 3 - Cross-domain integration is identified as a key factor in enhancing emotional value in smart vehicles, requiring collaboration across various functional domains [3][21] - XPeng and Volkswagen's collaboration on the CEA architecture aims to support both electric and hybrid vehicles, showcasing the industry's move towards integrated systems [24] - Companies are investing in advanced computing architectures to facilitate cross-domain integration, which is essential for delivering emotional value in smart cars [25][28]
曾经人人喊打的「赛博舔狗」,怎么就成了全网的 AI 白月光?
3 6 Ke· 2025-08-14 04:21
Core Viewpoint - The article discusses the shift in user sentiment towards AI models, particularly the transition from GPT-4o, which was criticized for being overly flattering, to GPT-5, which has been perceived as cold and unempathetic. This change has led to significant user backlash and a longing for the emotional support that GPT-4o provided [3][4][10]. Group 1: User Sentiment and Reactions - Users have expressed strong nostalgia for GPT-4o, which they felt provided emotional value, contrasting sharply with the more rational and less warm responses of GPT-5 [4][6][27]. - A significant portion of users do not utilize ChatGPT as a productivity tool but rather as a source of emotional companionship, with 60% of users of AI companion apps admitting to forming emotional bonds with AI [6][20]. - The emotional support provided by AI is highlighted as crucial, especially in a context where many individuals experience loneliness and lack sufficient human connections [6][20][24]. Group 2: OpenAI's Strategic Shift - OpenAI's decision to modify GPT-5's approach was influenced by the realization that the overly flattering responses of GPT-4o could lead to safety risks, such as reinforcing negative behaviors and beliefs [14][15]. - OpenAI aims for GPT-5 to act more like a knowledgeable friend rather than a sycophantic assistant, indicating a strategic pivot towards a more balanced interaction style [15][26]. - The leadership at OpenAI acknowledges the benefits of emotional encouragement from AI but also expresses concerns about users relying on AI for critical life decisions [10][12]. Group 3: Broader Implications and Human-AI Relationship - The article raises questions about the necessity of AI providing emotional value, suggesting that users may seek AI companionship to fill emotional voids created by modern social isolation [17][20]. - The concept of "Tamagotchi effect" is introduced, illustrating how humans can form emotional attachments to non-living entities, which is amplified in the context of AI [20][24]. - The discussion reflects a broader societal dilemma: the desire for AI to offer warmth and support while simultaneously fearing the implications of such dependency [26][27].