10月26日，《半月谈》发表一篇署名评论文章：《豢养粉丝，是企业家塌房的开始》，引发了公众的广泛关注。 在这篇长文中，作者称："……热衷于培植粉丝的企业家和公众人物，大都在一定程度上面临着流量的反噬"。 "……部分企业想到了采用'饭圈逻辑'，培养一部分忠实消费者成为信徒……但'粉能载偶，亦能覆偶'也是铁律……"。 文章还正面举例了三位公众人物：李想、任正非及黄晓明，并称："开诚布公的对话，不是社会和公众强加给公众人物的要求，它同时也是公众人物争取消 费者信任和社会认可的必要途径"。 文章在最后称："少一点虚头巴脑的短视频营销，多一点高质量有价值的对话，至少要做到'长短结合'，才是一家企业、一个公众人物趋福避凶的护身 符"…… 《半月谈》作为重量级的官方媒体，发表"豢养粉丝，是企业家塌房的开始"这样观点的评论文章，显然是有的放矢。 其主要针对的对象，就是当前一些通过网络媒体，刻意打造、树立个人IP形象，以此吸引更多忠粉，以利于其利益的实现与维护的企业家。 就如这篇文章所言，企业家参与"打造个人IP的价值"的做法，其实也无可厚非，这就像其他所有人在网络上所做的那样。 只要是符合市场规律、法规及道德规范，这显然也是 ...

Core Viewpoint - The competition in the home appliance market during the "6.18" shopping festival is intensifying, with companies leveraging social media and live streaming to engage younger consumers and build personal brands for their executives [3][4][6][8] Group 1: Company Strategies - Gree Electric Appliances announced a live streaming event featuring its chairman Dong Mingzhu and former secretary Meng Yutong, aiming to attract younger audiences [3][4] - Haier Group's executives are directly engaging in live streaming to connect with consumers, marking a shift from previous strategies that relied on celebrity endorsements [6][7] - The trend of executives building personal brands is becoming prevalent, with many leaders from various companies, including Midea and Xiaomi, establishing their presence on social media platforms [7][8] Group 2: Market Dynamics - The home appliance market is experiencing fierce competition, particularly in air conditioning, with companies employing various tactics to drive traffic and sales [4][6] - The rise of live streaming on platforms like Douyin, WeChat Video, and Xiaohongshu is reshaping consumer purchasing behavior, with influencers playing a significant role in driving sales [8] - The shift towards digital marketing and user interaction is prompting companies to innovate their product offerings based on direct consumer feedback [7][8] Group 3: Challenges and Considerations - While engaging directly with consumers can yield benefits, it also poses risks, as negative feedback can quickly escalate and impact brand reputation [8] - The balance between maintaining a vibrant social media presence and focusing on product quality and internal operations is a critical challenge for executives building personal brands [8]