"这么年轻，踩了这么多坑，是好事"。 来源：中国企业家杂志 记者： 胡楠楠 编辑：米娜 以下文章来源于中国企业家杂志 ，作者胡楠楠 中国企业家杂志 . 讲好企业家故事，弘扬企业家精神 2025年年底，伯喜服饰（bosie）创始人刘光耀去苏州周庄玩，他看中了一幅标价120元的毛 笔字，却开口砍到了20元，最后花了三十多块钱买下来了。 两年前的他则对价格丝毫不敏感。那时，他是外界眼中的清北学霸、95后明星创业者，是国内 首家无性别服饰品牌bosie的董事长。2024年年初，他在上海打车，当司机师傅穿着西装、戴 着白手套给他开车门时，朋友在一旁看呆了，"这不是两公里吗？"问他花了多少钱，刘这才看 了眼账单："86元"。而这5分钟的路程，打普通车也就20元。朋友在大厂上班，虽年薪百万， 却也不得不调侃他，"我知道你为什么创业做不好了。" 这句话，点醒了刘光耀。因为在2023年，他的公司陷入困境。2024年，他又从云端跌到谷 底，他个人还因一笔结合了婚姻的融资，被全网嘲讽，给他贴上了"赘婿"的标签。 刘光耀是山东淄博人，出生于1995年。从小到大，他一路顺风顺水：是山东淄博的高考文科 状元，在北京大学光华管理学院本科毕 ...

Core Insights - The article discusses the shift in consumer decision-making from price and brand premium to emotional value, highlighting the emergence of a "consumption equality" era where small brands can compete with large brands through emotional connections rather than scale or marketing budgets [2][12] Group 1: Emotional Value as a Competitive Advantage - The inefficiencies of emotional expression in large brands stem from standardized processes that suppress emotional warmth, the need for a consistent global image that limits deep emotional communication, and lengthy decision-making chains that hinder quick responses to emerging emotional needs [3] - Small brands possess emotional advantages such as having founders as the brand's soul, allowing for authentic stories and values to be infused into products, and the ability to quickly capture and respond to social emotional changes [3][4] - Community building is a natural trait for small brands, enabling them to create high-engagement user communities where consumers become co-creators [3] Group 2: Four Core Emotional Value Tracks - Track 1: Healing Emotional Value - Brands like Guansha provide a "shelter" for weary souls, addressing modern issues like information overload and social pressure through product design that incorporates emotional experiences [4] - Track 2: Identity Expression Emotional Value - Brands such as Bosie allow consumers to express their identity through purchases, emphasizing clear values and community involvement in brand building [5] - Track 3: Rebellious Emotional Value - Brands like Three Dots Half challenge traditional norms, appealing to consumers' desires to break conventions and express individuality [6] - Track 4: Belonging Emotional Value - Brands like Jike create communities that foster deep connections in a fragmented world, shifting from product sales to community building [7] Group 3: Building an Emotional Value System - Step 1: Identify emotional positioning by exploring unmet emotional needs of target users and recognizing emotional "cold zones" in existing products [8] - Step 2: Infuse emotional design into products, enhancing naming, unboxing experiences, and user interactions to create emotional touchpoints [9] - Step 3: Translate content into emotional expressions rather than just selling points, focusing on user emotions and experiences [10] - Step 4: Operate emotional communities by fostering interactions, sharing user stories, and involving users in brand decisions [10] - Step 5: Create emotional closure in experiences post-purchase, ensuring meaningful interactions at key moments [10] Group 4: Common Pitfalls in Emotional Value Creation - Pitfall 1: False empathy through superficial marketing that lacks genuine insights into user emotions [10] - Pitfall 2: Emotional overload that can lead to user fatigue by overwhelming them with constant emotional stimuli [10] - Pitfall 3: Value dissonance where brands fail to align their messaging with their actions, undermining trust [10] Group 5: Key Metrics for Evaluating Emotional Value - Emotional Share Rate (ESR) measures the percentage of users who actively share their experiences, with a healthy benchmark above 25% [10] - Story Recount Rate (SSR) assesses how often users repeat brand stories, indicating the effectiveness of emotional memory [10] - Emotional Premium Acceptance (EPA) evaluates the willingness of users to pay a premium compared to similar products, tracked through A/B testing [10]