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李厚霖企业家 跨界经营的反击

    对今天的时尚奢侈品达人来说,如今恐怕不会只满足于拥有爱马仕的包、巴宝莉的风衣、香奈儿的套装了。他们的新标志可是坐着爱马仕的沙发,看乔治·阿玛尼的电视,出门骑香奈儿的自行车。换句话说,“跨界”已经成为时尚消费的新潮流。其实,时尚品牌的产品跨界并不是近几年才有的事。早在2000年,范思哲就打造了全球首家超五星级酒店,宝格丽、LV紧跟其后。香奈儿则更走近平民消费,与世界名厨Alain Ducasse联手投资了咖啡厅,与可口可乐推出限量版瓶身。第一个前提是国内消费者具备了为跨界买单的意识和能力。这几年,随着经济的快速发展,中国消费者也沿着马斯洛的需求阶梯一路攀升向上。目前大多数人已经到了第3层即温饱解决后的需求尊重阶段,中产和白领阶层甚至跃升到了第5层,即自我实现的需求。消费者已经形成了重视品牌价值的意识,那么,在支付能力强劲增长的前提下,自然愿意为品牌的衍生产品付费。再一个就是当前形势下企业、品牌商对跨界的迫切需要。当前什么形势?全球化的融合、个性化的消费需求、残酷的价格战……老一套的增长方式已经不能持续带来品牌的快速发展。相关研究数据提醒,当一个企业的销售额在3亿元徘徊,当企业的增长率连续低于5%,当企业的生命周期已接近10年时,那么,可以考虑跨界了。
李厚霖经营 品牌以用户为导向
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    事实上,跨界驱动于“80/20法则”,即20%的消费者消费了80%的产品。对品牌来说,发展一个新客户比留住一个老客户要多花几倍的精力。所以很多品牌希望通过延展产品线,让消费者不断重复购买自己的产品。但这里有一个重要前提,就是你的品牌要足够叫得响,你的衍生产品必须传承品牌所传递的价值和理念。言外之意,跨界其实在告诉我们,新消费时代里,你的产品是什么并不重要,重要的是,你的产品“代表什么”。我们都知道,汉堡包是垃圾食品,炸薯条有害健康,美式快餐不美味。可为什么那么多人爱肯德基、麦当劳。因为它曾让你快乐,它曾赋予你的童年以意义。这就是汉堡包、薯条所代表的涵义。为什么消费者会买爱马仕的沙发,因为在他们看来,这并不只是一个沙发,它和爱马仕其他的产品一样,代表着一种生活方式和态度。

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