11月27-28日，被誉为"年度科技与商业风向标"的36氪WISE2025商业之王大会，在北京798艺术区传导空间落地。 今年的WISE不再是一场传统意义上的行业峰会，而是一次以"科技爽文短剧"为载体的沉浸式体验。从AI重塑硬件边界，到具身智能叩响真实世界的大门； 从出海浪潮中的品牌全球化，到传统行业装上"赛博义肢"——我们还原的不仅是趋势，更是在捕捉在无数次商业实践中磨炼出的真知。 我们将在接下来的内容中，逐帧拆解这些"爽剧"背后的真实逻辑，一起看尽2025年商业的"风景独好"。 新全球化时刻出海不是远征是共生圆桌 以下为圆桌对话内容，经36氪整理编辑： 任倩丨暗涌WAVES资深作者（主持） 陈勇丨赛文思营销咨询创始人&CEO 吴俊丨一知智能消费事业部/出海总裁 廖易仑丨智云CEO、产品总工程师 毛汉勇丨星联未来SATELLAI 创始人 任倩：非常感谢大家来到这个圆桌环节，我是今天的主持人任倩。其实在过去几年的全球化当中，我们做了非常多的报道，来去报道很多的大公司通用的品 类，但实际上今年我们会发现一些大的品类其实已经出现了很多头部了，没有太多的机会了。但是像一些垂直领域，还有一些跟本土化融合非常好的一些赛 ...

2025.12. 14 本文字数：3091，阅读时长大约5分钟 作者 | 第一财经 揭书宜 张甜甜 钱童心 冯小芯 无论是"蜜雪冰城甜蜜蜜"还是"怕上火，喝王老吉"——这些大众耳熟能详的广告语、品牌形象背后， 不仅是经营这些品牌的企业，还有许多咨询公司的身影。 近日，微博大V罗永浩和华与华创始人华杉引发争论，罗永浩日前在微博称："回头谈笑间，随手让 超级符号变成超级笑料"，这无疑把"中国营销咨询行业最贵服务商"与客户之间的关系暴露在公众视 野中，华与华服务西贝10年收费6000万元等话题让人们产生疑问——华与华的咨询服务真的如此有 用吗？所谓"超级符号"法则是否适用于所有企业？ 华与华的"超级符号"法则 华与华官网上展示的营销案例覆盖了食品、餐饮、医药、文旅等众多领域。除了西贝，华与华的客户 还包括海底捞、蜜雪冰城、华莱士、东鹏饮料、绝味鸭脖等众多知名品牌。这家由华杉、华楠兄弟于 2002年创立的营销咨询公司，凭借独特的"超级符号"方法论在市场占有一席之地。 在华与华官网展示的合作客户名单中，餐饮食品企业占据了重要位置。这些连锁加盟型企业需要精细 的标准化管理和具有冲击力的品牌传播。譬如西贝莜面村的"I❤莜" ...

无论是"蜜雪冰城甜蜜蜜"还是"怕上火，喝王老吉"——这些大众耳熟能详的广告语、品牌形象背后，不 仅是经营这些品牌的企业，还有许多咨询公司的身影。 近日，微博大V罗永浩和华与华创始人华杉引发争论，罗永浩日前在微博称："回头谈笑间，随手让超 级符号变成超级笑料"，这无疑把"中国营销咨询行业最贵服务商"与客户之间的关系暴露在公众视野 中，华与华服务西贝10年收费6000万元等话题让人们产生疑问——华与华的咨询服务真的如此有用吗？ 所谓"超级符号"法则是否适用于所有企业？ 华与华的"超级符号"法则 华与华官网上展示的营销案例覆盖了食品、餐饮、医药、文旅等众多领域。除了西贝，华与华的客户还 包括海底捞、蜜雪冰城、华莱士、东鹏饮料、绝味鸭脖等众多知名品牌。这家由华杉、华楠兄弟于2002 年创立的营销咨询公司，凭借独特的"超级符号"方法论在市场占有一席之地。 在华与华官网展示的合作客户名单中，餐饮食品企业占据了重要位置。这些连锁加盟型企业需要精细的 标准化管理和具有冲击力的品牌传播。譬如西贝莜面村的"I莜"形象；蜜雪冰城的雪王形象+"甜蜜蜜"歌 曲；"累了困了喝东鹏特饮"的广告语。 这套创意流水线模式为华与华带来了大量订单 ...

华与华的"超级符号"营销策略在快消品行业取得显著成效，但也因其乡土风格和同质化设计受到争议。 无论是"蜜雪冰城甜蜜蜜"还是"怕上火，喝王老吉"——这些大众耳熟能详的广告语、品牌形象背后，不仅是经营这些品牌的企业，还有许多咨询公司的身 影。 近日，微博大V罗永浩和华与华创始人华杉引发争论，罗永浩日前在微博称："回头谈笑间，随手让超级符号变成超级笑料"，这无疑把"中国营销咨询行业 最贵服务商"与客户之间的关系暴露在公众视野中，华与华服务西贝10年收费6000万元等话题让人们产生疑问——华与华的咨询服务真的如此有用吗？所 谓"超级符号"法则是否适用于所有企业？ 华与华的"超级符号"法则 华与华官网上展示的营销案例覆盖了食品、餐饮、医药、文旅等众多领域。除了西贝，华与华的客户还包括海底捞、蜜雪冰城、华莱士、东鹏饮料、绝味鸭 脖等众多知名品牌。这家由华杉、华楠兄弟于2002年创立的营销咨询公司，凭借独特的"超级符号"方法论在市场占有一席之地。 在华与华官网展示的合作客户名单中，餐饮食品企业占据了重要位置。这些连锁加盟型企业需要精细的标准化管理和具有冲击力的品牌传播。譬如西贝莜面 村的"I❤莜"形象；蜜雪冰城的雪王形象+ ...

Core Insights - The success of a startup often hinges on its ability to secure financing, making a well-structured financing plan crucial for survival and growth [1][2] - A financing plan serves not only as a tool to attract investors but also as a strategic framework for the company to align its internal vision and strategy [1] Group 1: Importance of Financing Plans - Startups face significant cash flow pressures from fixed expenses such as office rent, equipment purchases, team building, and initial marketing costs, necessitating a detailed financing plan to avoid project failure [2] - A comprehensive financing plan helps founders clarify their business model, market positioning, competitive advantages, and financial forecasts, transforming vague ideas into actionable strategies [2] Group 2: Key Components of a Financing Plan - A complete financing plan typically includes an executive summary, company introduction, market analysis, product and service descriptions, business model, marketing and sales strategies, management team details, financial forecasts, and funding requirements [5] - The executive summary is critical, capturing investor interest within two pages and highlighting the most compelling aspects of the business [5] - Financial forecasts must be realistic and withstand scrutiny, including profit and loss projections, cash flow statements, and balance sheet forecasts, with clear explanations of funding allocation [5] Group 3: Valuation and Funding Amounts - Determining a company's valuation and funding needs is challenging, especially for asset-light companies like marketing consultancies, requiring methods such as market comparables and discounted cash flow analysis [6] - Funding should meet operational needs for the next 12 to 18 months and support key milestones, avoiding over-funding that dilutes equity or under-funding that strains resources [6] Group 4: Finding Investors - Channels for finding investors include individual angel investors, angel investment firms, venture capital funds, and corporate investors, with a focus on angel rounds during the startup phase [8] - Effective networking and preparation are essential before meeting investors, including understanding their investment focus and showcasing industry insights [8] Group 5: Key Points for Pitching - The pitch, or roadshow, should focus on storytelling rather than merely reading from slides, clearly articulating the problem being solved, market size, and financial prospects [9] - Founders must be prepared to answer tough questions about competitive barriers, customer acquisition costs, team backgrounds, and financial assumptions [9] Group 6: Post-Funding Management - Efficient management and allocation of funds post-funding are critical, requiring strict financial management practices and regular updates to investors on business performance [10] - Funds should be concentrated on proven core business areas to accelerate growth while cautiously exploring new business avenues [10]

Core Viewpoint - The ongoing public dispute between Luo Yonghao and Huayi Huayi highlights the complexities and controversies surrounding the marketing firm, particularly its relationship with the restaurant chain Xibei and its founder Huashan's recent comments that reignited tensions [2][12][33]. Group 1: Company Background and Controversies - Huayi Huayi, founded by Huashan, is known for its high consulting fees, having received over 600 million from Xibei over ten years [14][16]. - The firm employs a unique marketing strategy based on traditional culture, termed the "Super Symbol" theory, which has garnered both acclaim and criticism [15][33]. - Despite past successes, including Xibei's growth from 1.6 billion to 6.2 billion in revenue from 2013 to 2019, Huayi Huayi faces ongoing scrutiny regarding its design choices and marketing practices [16][33]. Group 2: Recent Developments and Public Reactions - The latest exchange between Luo Yonghao and Huashan has drawn mixed reactions from the public, with some supporting Huayi Huayi and others criticizing its approach [12][13]. - Huashan's recent comments about Xibei being the "ceiling of the Chinese restaurant industry" and his reference to a "network of demons" have reignited the debate, suggesting a potential strategy shift [2][12]. - The firm has faced legal and reputational challenges, including a significant fine for advertising violations, which contrasts sharply with its marketing philosophy of integrity [26][33]. Group 3: Financial Performance and Shareholder Actions - Huayi Huayi's associated company, Duku Culture, has experienced declining revenues since its IPO, with figures dropping from 519 million in 2021 to 168 million in the first half of 2025 [28][29]. - Shareholder actions have raised concerns, with key executives cashing out over 170 million, exceeding the company's total net profit over five years [31][32]. - The ongoing financial struggles of Duku Culture reflect broader challenges within Huayi Huayi's business model and its impact on stakeholder confidence [28][33].

所有人都没想到，就在西贝客流量稳步恢复、网友们渐渐忘记此前舆情事件的今天。身为西贝品牌顾问的华与华创始人华杉，竟靠着一份"力挺帖"向罗永 浩发起了二番战邀请。 华与华 罗永浩或开打第二回合 据媒体报道，11月26日"罗永浩VS西贝"一事再次引发大面积关注。事情的起因是华与华创始人华杉针对西贝员工涨薪一事发帖力挺，随后因措辞问题引 得罗永浩光速下场回怼。 此为华杉力挺贴原文："西贝是中国餐饮业的天花板，无论对顾客还是对员工，都是诚心诚意做到极致。被诱入黑白颠倒的网络罗刹国，被人算计。西贝 坚持自己的华夏子弟精神，不苟且偷生，凭仁义立世。" 有趣的是，随着相关信息的登上热搜、各路梗图的二创传播。 眼看着"西贝"舆论再起的罗永浩也紧急出面澄清，表示"西贝正在整改，这次跟西贝无关，这次是我和华杉之间的事。"随后又在撇清品牌方之余，对华杉 发出了"中门对狙"的决斗邀请： "华杉这次再跟我私下道歉已经不管用了，必须公开道歉。今天下午六点之前，如果华杉没有在微博公开道歉，未来中国的市场公关行业应该不会有人再 记得华与华了，只记得罗与华。" 上述言论不仅被部分网友理解成华杉在暗指西贝舆情事件另有幕后推手，还让罗永浩在发出"谁 ...

Core Viewpoint - The ongoing conflict between Xi Bei and marketing consultancy Hua Yu Hua has reignited public discourse, with implications for Xi Bei's brand reputation and operational strategies [2][5][12]. Group 1: Brand Reputation and Public Relations - Hua Yu Hua's chairman, Hua Shan, publicly defended Xi Bei, suggesting it is a pinnacle of the Chinese restaurant industry, but his comments have been interpreted as targeting Luo Yonghao, who previously had a conflict with Xi Bei [2][4]. - Luo Yonghao responded to Hua Shan's remarks, indicating a willingness to escalate the situation if clarity is not provided, which could further complicate Xi Bei's public relations efforts [4][5]. - The marketing consultancy's involvement has been criticized for exacerbating the situation rather than aiding in reputation recovery, highlighting a potential misalignment in communication strategies [12][15]. Group 2: Operational Adjustments and Customer Engagement - In response to previous negative publicity, Xi Bei has implemented strategies such as price reductions, issuing vouchers, and increasing employee salaries to restore brand image and customer trust [6][7]. - Xi Bei reduced prices on over 40 dishes by nearly 20%, with specific examples showing significant price drops on popular menu items [6]. - The company has also introduced a "compensation award" for affected frontline employees and has engaged psychological counseling services to support staff [6][8]. Group 3: Customer Traffic and Financial Performance - Following the implementation of customer engagement strategies, Xi Bei has seen a gradual recovery in customer traffic, with a reported increase of approximately 5% compared to the same period last year [8]. - Despite the increase in customer traffic, the average spending per customer has declined due to the price reductions, with the average per capita spending reported at around 75 yuan [8][9]. - The ongoing public relations challenges have led to a temporary halt in Xi Bei's expansion, with reports indicating the closure of nearly 10 stores since October, although the company plans to open 8 new locations by the end of the year [9][10].

随后，26日凌晨罗永浩转发并回应："谁诱的？谁算计了？你想干什么？你要是说不清楚，我就公布录 音了"。到11月26日中午，罗永浩在微博发文，向华与华营销咨询有限公司董事长华杉下发"最后通 牒"，要求其在下午6点前于微博公开道歉，还提及"说不清楚就公布录音"。 并将该条微博置顶展示。 炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 11月27日上午消息，今天上午罗永浩在网络社交平台回复网友提问。有网友问及，"是不是背着我们私 下接受道歉了？"罗永浩回复称，没有。 还有网友问及"不放录音是不是被威胁了"，罗永浩表示，"没有，放心。"关于之前提到的录音是否还公 布，罗永浩表示，当然。 罗永浩此前要求华与华创始人华杉在26日下午6点前公开道歉，否则威胁公布录音。截至目前，罗永浩 未公布录音，华杉也未公开道歉。目前双方均未采取进一步行动。 11月25日晚间，西贝品牌顾问、华与华创始人华杉发表评论称，"西贝是中国餐饮业的天花板，无论对 顾客还是对员工，都是诚心诚意做到极致。被诱入黑白颠倒的网络罗刹国，被人算计。西贝坚持自己的 华夏子弟精神，不苟且偷生，凭仁义立世。" 责任编辑：宋雅芳 ...

近日，罗永浩与华与华之间的冲突引发关注。华与华创始人华杉发微博称西贝被算计，罗永浩转发并要求其公开 道歉，否则将公布录音。 李楠转发罗永浩微博，称华与华是忽悠中国老年土老板的公司。 天眼查显示，华与华关联企业是上海华与华营销咨询有限公司，成立于2004年1月，法定代表人为华杉，注册资本 200万人民币，经营范围包括企业管理咨询等，由华楠、华杉共同持股。 ...