重庆老赵
2021-11-19
区区一百多拖 不值一提
花6000元请一个洗衣“阿姨”回家，你愿意吗？
免责声明：上述内容仅代表发帖人个人观点，不构成本平台的任何投资建议。
分享至
微信
复制链接
精彩评论
我们需要你的真知灼见来填补这片空白
打开APP，发表看法
APP内打开
发表看法
{"i18n":{"language":"zh_CN"},"detailType":1,"isChannel":false,"data":{"magic":2,"id":876536936,"tweetId":"876536936","gmtCreate":1637330344170,"gmtModify":1637330344170,"author":{"id":3550884934656926,"idStr":"3550884934656926","authorId":3550884934656926,"authorIdStr":"3550884934656926","name":"重庆老赵","avatar":"https://static.tigerbbs.com/b717addd899a8536a2ef46813ee6e613","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":3,"crmLevelSwitch":1,"currentWearingBadge":{"badgeId":"e50ce593bb40487ebfb542ca54f6a561-3","templateUuid":"e50ce593bb40487ebfb542ca54f6a561","name":"偶像虎友","description":"加入老虎社区1500天","bigImgUrl":"https://static.tigerbbs.com/8b40ae7da5bf081a1c84df14bf9e6367","smallImgUrl":"https://static.tigerbbs.com/f160eceddd7c284a8e1136557615cfad","grayImgUrl":"https://static.tigerbbs.com/11792805c468334a9b31c39f95a41c6a","redirectLinkEnabled":0,"hasAllocated":1,"isWearing":1,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2024.06.04","individualDisplayEnabled":0},"individualDisplayBadges":[],"fanSize":6,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body><p>区区一百多拖 不值一提</p></body></html>","htmlText":"<html><head></head><body><p>区区一百多拖 不值一提</p></body></html>","text":"区区一百多拖 不值一提","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://laohu8.com/post/876536936","repostId":2184843670,"repostType":2,"repost":{"id":"2184843670","weMediaInfo":{"introduction":"创业邦唯一官方微信，中国最权威的创业服务平台。旗下有创业邦杂志、创业邦网站、孵化器等服务。我们是中国最有影响力的创新创业产品展示活动 DEMO CHINA「创新中国」主办方。创业邦官网：www.cyzone.cn","home_visible":1,"media_name":"创业邦","id":"1034061404","head_image":"https://static.tigerbbs.com/39fa1eaed1f845a885c9e811a7ff05c2"},"pubTimestamp":1637326860,"share":"https://www.laohu8.com/m/news/2184843670?lang=&edition=full","pubTime":"2021-11-19 21:01","market":"us","language":"zh","title":"花6000元请一个洗衣“阿姨”回家，你愿意吗？","url":"https://stock-news.laohu8.com/highlight/detail?id=2184843670","media":"创业邦","summary":"11月11日晚上24点，松下旗下的一款新品洗衣机器人京东众筹项目结束了。在松下洗护电商总经理汪柳华看来，将近6000元的价格足可以买下一台很不错的洗烘一体机，有136位消费者在没有见过这款完全陌生的新品之前就愿意付费买下，足见这次众筹的成功。这款洗衣机器人被汪柳华称为“电动洗衣机史上的全新发明”。136人的订单锁定“创历史新品”的精准用户汪柳华介绍，松下洗衣机器人可谓“历史上首次出现”。","content":"<html><body><div>\n<p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/6f99b38626a6484f9d9c14043bcc85cf\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>11月11日晚上24点，<a href=\"https://laohu8.com/S/PC\">松下</a>旗下的一款新品洗衣<a href=\"https://laohu8.com/S/300024\">机器人</a>京东众筹项目结束了。27天时间里，这款标价为5998元的“黑科技”，在<a href=\"https://laohu8.com/S/JD\">京东</a>众筹上共收获了136人的支持，销售金额达到众筹目标的103%。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“太不可思议了，这个结果大大超过我们的预期。”在松下洗护电商总经理汪柳华看来，将近6000元的价格足可以买下一台很不错的洗烘一体机，有136位消费者在没有见过这款完全陌生的新品之前就愿意付费买下，足见这次众筹的成功。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这款洗衣机器人被汪柳华称为“电动洗衣机史上的全新发明”。据介绍，这款洗衣机器人以“气囊按压式洗涤”的方式，完全避免了当下洗涤方式对衣物的摩擦缠绕，堪称“填补了电动洗衣机诞生至今110年以来的技术空白”。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这次新品正式上市前成功的众筹，为做了70年洗衣机的松下打开了全新的视野。京东众筹给松下带来的惊喜也远不止于此。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/c3510d907136485b88a491742285d1c0\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>136人的订单</strong></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>锁定“创历史新品”的精准用户</strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>汪柳华介绍，松下洗衣机器人可谓“历史上首次出现”。不同于搅拌、涡轮和滚筒3种标准洗衣模式，这是一款可以清洗高级真丝、羊绒等传统洗衣机难以处理的、覆盖全面料的高端洗衣机。其设计初衷，就是要解决“连妈妈都认为要手洗的那部分衣服”。“很多消费者花几千元买一件衣服，但是机洗怕洗坏了、手洗又洗不干净，这款洗衣机就是解决‘富穿囧洗’的尴尬”。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/d9f447ea00ec4e7986bac07825bd4a74\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>即便有着非常领先的技术创新和清晰的产品理念，但是松下洗衣机想要在90后、00后的脑海中留下印象，也不是那么容易的事。这款商品上线京东众筹初期，汪柳华仍然对销售不抱太大预期。“我们内部并没有将此款新品定位‘上市即爆款’，毕竟这是一款满足差异化需求、服务部分人群的商品。不管销售结果如何，我们想通过这个商品让年轻、高品质消费用户了解到，有着百年历史的全球知名品牌松下在创新方面做出的努力。”</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>京东众筹让新产品与用户充分互动的机制，给做3C电器产品出身的汪柳华带来了惊喜。产品在正式发售之前，就通过众筹充分获得用户的意见和反馈，给后续的正式销售打下良好基础。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>首先是营销策略的改变。在开启京东众筹项目的过程中，松下团队对于产品本身有着充足的信心，但却无法形成目标用户的精准画像。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>而经过将近一个月的众筹期，136个支持用户，让松下团队清楚的了解了这款产品的准确受众，并归纳出了4大特征：奢侈品爱好者、黑科技爱好者、小资轻奢风爱好者、家庭需求升级。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在精准的用户画像指导下，使得产品的营销策略愈发清晰。到后期的种草内容、推广渠道选择、商品改进、服务模式、平台推广策略等等，松下仿佛拿到了一份清晰的市场地图，每一步都有的放矢，大幅减少了摸索的成本。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“洗衣机器人到底是怎么把衣服洗干净的呢？”“这产品应该怎么安装？应该放在什么地方？”“为什么只有一公斤的容量？”用户对产品提出的各种疑问，也给让产品文案一改再改，从概念描述改为工作原理讲解，从长图改成动图演示，从文字说明改成效果对比图。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>甚至为了配合京东京尊达的物流配送服务，新品撤掉了原来的土黄色纸箱包装，换成酷感十足的黑色包装箱，让整个产品和服务调性实现了高度统一。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>关注用户的需求变化，突破Z世代兴趣圈层，是新消费时代每一个品牌的必修功课。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>对于松下来说，洗衣机器人的发明，既是对传统洗护设备的补充，也代表了松下在家电行业全球供应链整合能力。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“我们希望通过这个商品，能够让年轻、高净值消费者看到老牌企业的努力，黑科技也是松下所擅长的。”汪柳华表示。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/64dfc003054d4ccea878e8f8083e5e98\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/48a3c417e9a647f4b0b9ea2af8a4dbd1\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>做新品从0到1的全链路扶持</strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>售价只要60多元的回力鞋盲盒、每年都刷屏朋友圈的<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>圣诞系列保温杯、魔联IP小夜灯……除了松下洗衣机器人，在刚刚结束的京东11.11，京东众筹上线了20余款“奇葩物种”，为年轻人打造了一场新奇且充满趣味的众筹盛宴。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从松下、星巴克、美的等知名品牌，到每日坚果、蕉下等当红品牌，再到亿健、养米等初创品牌，各种新奇且充满趣味的新产品纷纷以众筹形式试水探路，拥有巨大用户基础的京东众筹俨然成为了新消费产品的“试验场”。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对挑剔的Z世代消费人群，品牌方需要用更多元化的产品设计，以及多维度的市场打法，才能打动新一代消费者，以应对日益激烈的市场竞争。同时，随着消费者的需求周期越来越短，需求类型越来越细碎，想要通过“品类创新”实现领跑的难度，也越来越大。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对需求迭代加快、产品生命周期变短的全新挑战，在新品上线前，建立及时有效的“双向反馈通道”便意义重大。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这正是京东众筹努力的方向。作为新品正式上市前的“最后一步”，京东众筹致力于帮助各创新品类产品了解用户反馈，为商户提供新品孵化工具、种子用户，并为后期转向正常销售，积累商品权重的重要阵地。</span></p><p><img src=\"https://static.tigerbbs.com/2240d27411034b8b8e225097c48c05de\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>目前，京东关于新品从研发生产、启动上新已经有了一套完整链路。JC2M平台具备趋势洞察、精准测试、新品运营等多项能力，与合作品牌及工厂共同打造了“以销定产”、“按需生产”的数字化C2M反向供应链模式，助力品牌商提升新品开发能力；众筹以“以销定款”的方式帮助商家判断摸准消费趋势、市场需求；预售以“以销定产”的方式帮助商家提前了解购买需求、锁定销量，以确定性供应链满足消费需求；在新品正式上市环节，京东新品消费阵地京东小魔方将帮助新品实现知名度和曝光量爆发，帮助新品“上市即爆款”。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从众筹、预售到京东小魔方，覆盖商品生命全周期，不同阶段的营销工具提供覆盖全供应链的解读方案，帮助商家优化货品的“供、销、存”，降低新品从无到有的不确定性，提升新品成功的效率。不仅帮助众多中小品牌的孵化器，也帮助很多大牌新品完成从0到1的质变升级。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>汪柳华介绍，目前松下洗衣机器人已经进入京东预售阶段，将在11月29日京东小魔方正式发售。在京东众筹的成功让整个团队对于未来上市后的销售目标很有信心。“我们原来对于正式首发时定的销售目标不高，现在来看可以大胆想象，翻番应该不是问题。这次新品上新既给我们带来品牌传播，又帮助销售增长，可以说是效果出乎意料地好。” </span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/59bfdcfce3214af09dba0e92ef382939\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>助力创新落地</strong></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>让梦想者启航</strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>众筹的概念原本诞生于美国。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>众筹鼻祖Kickstarter原本的思路是通过网络平台面对公众集资，让有创造力的人获得他们所需要的资金进行创业。但是由于商业模式屡屡受挫，2015年9月Kickstarter宣布改组为“公益公司”，不追求公司出售或上市。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>正在Kickstarter的失败，其实反映的是传统众筹平台的理念缺失：</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>1.对于中小创业项目，Kickstarter仅有众筹一项支持。但实际上，越是小公司，越是需要从资金、营销策略、销售渠道等方面的多重助力。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2.众筹最初仅仅停留在理念范畴，但是一款产品从理念到原型，再到量产，需要专业化的体系支撑。仅有资金支持，一个初创项目很难真的走到最后。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/f0fbc4de101343b888424f8b7986b08e\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对日新月异的新消费时代，品牌方需要触达消费者多维度的细致需求，而众筹可以把这些有故事、有情怀、有背景、敢于挑战、敢于创新，同时也敢于追求自己梦想的创业者聚集在一起，找到一个新的入口。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对新品从0到1所面对的重重困难，京东覆盖新品全生命周期的解决方案，为新产品搭建成长的全新生态。对于京东众筹来说，在为新品牌提供新场景解决方案的过程中，帮助品牌激活新消费形态，深入触达新用户需求，利用京东新品品效生态链路，帮助创业创新进行落地。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>创业向来九死一生，而有了专业的助力，则可以事半功倍。</span></p><p><img src=\"https://static.tigerbbs.com/691338a0064543a2819d37f2a0789fcf\"/><img src=\"https://static.tigerbbs.com/c003a14bbe104711bb3dd592286db072\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/664507990e074f16b38da9e92e31b3b6\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/eda3ced7d1f543179ca9c2d389f30345\"/></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/b835d2e524f842e8b4f31e54523164c1\"/></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/a732422775cb45bfb39229a5bef89201\"/></span></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/27b22557a58b42d18ed26ec06da00014\"/></span></span></p>\n</div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>花6000元请一个洗衣“阿姨”回家，你愿意吗？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n花6000元请一个洗衣“阿姨”回家，你愿意吗？\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1034061404\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/39fa1eaed1f845a885c9e811a7ff05c2);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">创业邦 </p>\n<p class=\"h-time\">2021-11-19 21:01</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div>\n<p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/6f99b38626a6484f9d9c14043bcc85cf\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>11月11日晚上24点，<a href=\"https://laohu8.com/S/PC\">松下</a>旗下的一款新品洗衣<a href=\"https://laohu8.com/S/300024\">机器人</a>京东众筹项目结束了。27天时间里，这款标价为5998元的“黑科技”，在<a href=\"https://laohu8.com/S/JD\">京东</a>众筹上共收获了136人的支持，销售金额达到众筹目标的103%。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“太不可思议了，这个结果大大超过我们的预期。”在松下洗护电商总经理汪柳华看来，将近6000元的价格足可以买下一台很不错的洗烘一体机，有136位消费者在没有见过这款完全陌生的新品之前就愿意付费买下，足见这次众筹的成功。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这款洗衣机器人被汪柳华称为“电动洗衣机史上的全新发明”。据介绍，这款洗衣机器人以“气囊按压式洗涤”的方式，完全避免了当下洗涤方式对衣物的摩擦缠绕，堪称“填补了电动洗衣机诞生至今110年以来的技术空白”。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这次新品正式上市前成功的众筹，为做了70年洗衣机的松下打开了全新的视野。京东众筹给松下带来的惊喜也远不止于此。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/c3510d907136485b88a491742285d1c0\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>136人的订单</strong></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>锁定“创历史新品”的精准用户</strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>汪柳华介绍，松下洗衣机器人可谓“历史上首次出现”。不同于搅拌、涡轮和滚筒3种标准洗衣模式，这是一款可以清洗高级真丝、羊绒等传统洗衣机难以处理的、覆盖全面料的高端洗衣机。其设计初衷，就是要解决“连妈妈都认为要手洗的那部分衣服”。“很多消费者花几千元买一件衣服，但是机洗怕洗坏了、手洗又洗不干净，这款洗衣机就是解决‘富穿囧洗’的尴尬”。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/d9f447ea00ec4e7986bac07825bd4a74\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>即便有着非常领先的技术创新和清晰的产品理念，但是松下洗衣机想要在90后、00后的脑海中留下印象，也不是那么容易的事。这款商品上线京东众筹初期，汪柳华仍然对销售不抱太大预期。“我们内部并没有将此款新品定位‘上市即爆款’，毕竟这是一款满足差异化需求、服务部分人群的商品。不管销售结果如何，我们想通过这个商品让年轻、高品质消费用户了解到，有着百年历史的全球知名品牌松下在创新方面做出的努力。”</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>京东众筹让新产品与用户充分互动的机制，给做3C电器产品出身的汪柳华带来了惊喜。产品在正式发售之前，就通过众筹充分获得用户的意见和反馈，给后续的正式销售打下良好基础。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>首先是营销策略的改变。在开启京东众筹项目的过程中，松下团队对于产品本身有着充足的信心，但却无法形成目标用户的精准画像。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>而经过将近一个月的众筹期，136个支持用户，让松下团队清楚的了解了这款产品的准确受众，并归纳出了4大特征：奢侈品爱好者、黑科技爱好者、小资轻奢风爱好者、家庭需求升级。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在精准的用户画像指导下，使得产品的营销策略愈发清晰。到后期的种草内容、推广渠道选择、商品改进、服务模式、平台推广策略等等，松下仿佛拿到了一份清晰的市场地图，每一步都有的放矢，大幅减少了摸索的成本。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“洗衣机器人到底是怎么把衣服洗干净的呢？”“这产品应该怎么安装？应该放在什么地方？”“为什么只有一公斤的容量？”用户对产品提出的各种疑问，也给让产品文案一改再改，从概念描述改为工作原理讲解，从长图改成动图演示，从文字说明改成效果对比图。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>甚至为了配合京东京尊达的物流配送服务，新品撤掉了原来的土黄色纸箱包装，换成酷感十足的黑色包装箱，让整个产品和服务调性实现了高度统一。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>关注用户的需求变化，突破Z世代兴趣圈层，是新消费时代每一个品牌的必修功课。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>对于松下来说，洗衣机器人的发明，既是对传统洗护设备的补充，也代表了松下在家电行业全球供应链整合能力。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“我们希望通过这个商品，能够让年轻、高净值消费者看到老牌企业的努力，黑科技也是松下所擅长的。”汪柳华表示。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/64dfc003054d4ccea878e8f8083e5e98\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/48a3c417e9a647f4b0b9ea2af8a4dbd1\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>做新品从0到1的全链路扶持</strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>售价只要60多元的回力鞋盲盒、每年都刷屏朋友圈的<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>圣诞系列保温杯、魔联IP小夜灯……除了松下洗衣机器人，在刚刚结束的京东11.11，京东众筹上线了20余款“奇葩物种”，为年轻人打造了一场新奇且充满趣味的众筹盛宴。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从松下、星巴克、美的等知名品牌，到每日坚果、蕉下等当红品牌，再到亿健、养米等初创品牌，各种新奇且充满趣味的新产品纷纷以众筹形式试水探路，拥有巨大用户基础的京东众筹俨然成为了新消费产品的“试验场”。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对挑剔的Z世代消费人群，品牌方需要用更多元化的产品设计，以及多维度的市场打法，才能打动新一代消费者，以应对日益激烈的市场竞争。同时，随着消费者的需求周期越来越短，需求类型越来越细碎，想要通过“品类创新”实现领跑的难度，也越来越大。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对需求迭代加快、产品生命周期变短的全新挑战，在新品上线前，建立及时有效的“双向反馈通道”便意义重大。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这正是京东众筹努力的方向。作为新品正式上市前的“最后一步”，京东众筹致力于帮助各创新品类产品了解用户反馈，为商户提供新品孵化工具、种子用户，并为后期转向正常销售，积累商品权重的重要阵地。</span></p><p><img src=\"https://static.tigerbbs.com/2240d27411034b8b8e225097c48c05de\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>目前，京东关于新品从研发生产、启动上新已经有了一套完整链路。JC2M平台具备趋势洞察、精准测试、新品运营等多项能力，与合作品牌及工厂共同打造了“以销定产”、“按需生产”的数字化C2M反向供应链模式，助力品牌商提升新品开发能力；众筹以“以销定款”的方式帮助商家判断摸准消费趋势、市场需求；预售以“以销定产”的方式帮助商家提前了解购买需求、锁定销量，以确定性供应链满足消费需求；在新品正式上市环节，京东新品消费阵地京东小魔方将帮助新品实现知名度和曝光量爆发，帮助新品“上市即爆款”。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从众筹、预售到京东小魔方，覆盖商品生命全周期，不同阶段的营销工具提供覆盖全供应链的解读方案，帮助商家优化货品的“供、销、存”，降低新品从无到有的不确定性，提升新品成功的效率。不仅帮助众多中小品牌的孵化器，也帮助很多大牌新品完成从0到1的质变升级。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>汪柳华介绍，目前松下洗衣机器人已经进入京东预售阶段，将在11月29日京东小魔方正式发售。在京东众筹的成功让整个团队对于未来上市后的销售目标很有信心。“我们原来对于正式首发时定的销售目标不高，现在来看可以大胆想象，翻番应该不是问题。这次新品上新既给我们带来品牌传播，又帮助销售增长，可以说是效果出乎意料地好。” </span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/59bfdcfce3214af09dba0e92ef382939\"/></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>助力创新落地</strong></span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>让梦想者启航</strong></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>众筹的概念原本诞生于美国。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>众筹鼻祖Kickstarter原本的思路是通过网络平台面对公众集资，让有创造力的人获得他们所需要的资金进行创业。但是由于商业模式屡屡受挫，2015年9月Kickstarter宣布改组为“公益公司”，不追求公司出售或上市。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>正在Kickstarter的失败，其实反映的是传统众筹平台的理念缺失：</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>1.对于中小创业项目，Kickstarter仅有众筹一项支持。但实际上，越是小公司，越是需要从资金、营销策略、销售渠道等方面的多重助力。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2.众筹最初仅仅停留在理念范畴，但是一款产品从理念到原型，再到量产，需要专业化的体系支撑。仅有资金支持，一个初创项目很难真的走到最后。</span></p><p arial=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/f0fbc4de101343b888424f8b7986b08e\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对日新月异的新消费时代，品牌方需要触达消费者多维度的细致需求，而众筹可以把这些有故事、有情怀、有背景、敢于挑战、敢于创新，同时也敢于追求自己梦想的创业者聚集在一起，找到一个新的入口。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>面对新品从0到1所面对的重重困难，京东覆盖新品全生命周期的解决方案，为新产品搭建成长的全新生态。对于京东众筹来说，在为新品牌提供新场景解决方案的过程中，帮助品牌激活新消费形态，深入触达新用户需求，利用京东新品品效生态链路，帮助创业创新进行落地。</span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>创业向来九死一生，而有了专业的助力，则可以事半功倍。</span></p><p><img src=\"https://static.tigerbbs.com/691338a0064543a2819d37f2a0789fcf\"/><img src=\"https://static.tigerbbs.com/c003a14bbe104711bb3dd592286db072\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/664507990e074f16b38da9e92e31b3b6\"/></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/eda3ced7d1f543179ca9c2d389f30345\"/></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><img src=\"https://static.tigerbbs.com/b835d2e524f842e8b4f31e54523164c1\"/></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/a732422775cb45bfb39229a5bef89201\"/></span></span></p><p arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" normal=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span><img src=\"https://static.tigerbbs.com/27b22557a58b42d18ed26ec06da00014\"/></span></span></p>\n</div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/d144a6f2277c7ed90226eb8331e6d7d4","relate_stocks":{"BK4531":"中概回港概念","BK4524":"宅经济概念","BK4551":"寇图资本持仓","PCRFY":"松下","JD":"京东","BK4505":"高瓴资本持仓","BK4509":"腾讯概念","BK4503":"景林资产持仓","BK4078":"消费电子产品","BK4526":"热门中概股","QNETCN":"纳斯达克中美互联网老虎指数","BK4504":"桥水持仓","BK4558":"双十一","09618":"京东集团-SW","BK4122":"互联网与直销零售"},"source_url":"http://mp.weixin.qq.com/s?__biz=MjM5OTAzMjc4MA==&mid=2650290042&idx=2&sn=d86689bfafdf737db66f8e44aa4753c9&chksm=becd35d989babccf6fae0f441b361c72e682fcbeab2ae43d3c746229698545f0e9e8fc68e9e9#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2184843670","content_text":"11月11日晚上24点，松下旗下的一款新品洗衣机器人京东众筹项目结束了。27天时间里，这款标价为5998元的“黑科技”，在京东众筹上共收获了136人的支持，销售金额达到众筹目标的103%。“太不可思议了，这个结果大大超过我们的预期。”在松下洗护电商总经理汪柳华看来，将近6000元的价格足可以买下一台很不错的洗烘一体机，有136位消费者在没有见过这款完全陌生的新品之前就愿意付费买下，足见这次众筹的成功。这款洗衣机器人被汪柳华称为“电动洗衣机史上的全新发明”。据介绍，这款洗衣机器人以“气囊按压式洗涤”的方式，完全避免了当下洗涤方式对衣物的摩擦缠绕，堪称“填补了电动洗衣机诞生至今110年以来的技术空白”。这次新品正式上市前成功的众筹，为做了70年洗衣机的松下打开了全新的视野。京东众筹给松下带来的惊喜也远不止于此。136人的订单锁定“创历史新品”的精准用户汪柳华介绍，松下洗衣机器人可谓“历史上首次出现”。不同于搅拌、涡轮和滚筒3种标准洗衣模式，这是一款可以清洗高级真丝、羊绒等传统洗衣机难以处理的、覆盖全面料的高端洗衣机。其设计初衷，就是要解决“连妈妈都认为要手洗的那部分衣服”。“很多消费者花几千元买一件衣服，但是机洗怕洗坏了、手洗又洗不干净，这款洗衣机就是解决‘富穿囧洗’的尴尬”。即便有着非常领先的技术创新和清晰的产品理念，但是松下洗衣机想要在90后、00后的脑海中留下印象，也不是那么容易的事。这款商品上线京东众筹初期，汪柳华仍然对销售不抱太大预期。“我们内部并没有将此款新品定位‘上市即爆款’，毕竟这是一款满足差异化需求、服务部分人群的商品。不管销售结果如何，我们想通过这个商品让年轻、高品质消费用户了解到，有着百年历史的全球知名品牌松下在创新方面做出的努力。”京东众筹让新产品与用户充分互动的机制，给做3C电器产品出身的汪柳华带来了惊喜。产品在正式发售之前，就通过众筹充分获得用户的意见和反馈，给后续的正式销售打下良好基础。首先是营销策略的改变。在开启京东众筹项目的过程中，松下团队对于产品本身有着充足的信心，但却无法形成目标用户的精准画像。而经过将近一个月的众筹期，136个支持用户，让松下团队清楚的了解了这款产品的准确受众，并归纳出了4大特征：奢侈品爱好者、黑科技爱好者、小资轻奢风爱好者、家庭需求升级。在精准的用户画像指导下，使得产品的营销策略愈发清晰。到后期的种草内容、推广渠道选择、商品改进、服务模式、平台推广策略等等，松下仿佛拿到了一份清晰的市场地图，每一步都有的放矢，大幅减少了摸索的成本。“洗衣机器人到底是怎么把衣服洗干净的呢？”“这产品应该怎么安装？应该放在什么地方？”“为什么只有一公斤的容量？”用户对产品提出的各种疑问，也给让产品文案一改再改，从概念描述改为工作原理讲解，从长图改成动图演示，从文字说明改成效果对比图。甚至为了配合京东京尊达的物流配送服务，新品撤掉了原来的土黄色纸箱包装，换成酷感十足的黑色包装箱，让整个产品和服务调性实现了高度统一。关注用户的需求变化，突破Z世代兴趣圈层，是新消费时代每一个品牌的必修功课。对于松下来说，洗衣机器人的发明，既是对传统洗护设备的补充，也代表了松下在家电行业全球供应链整合能力。“我们希望通过这个商品，能够让年轻、高净值消费者看到老牌企业的努力，黑科技也是松下所擅长的。”汪柳华表示。做新品从0到1的全链路扶持售价只要60多元的回力鞋盲盒、每年都刷屏朋友圈的星巴克圣诞系列保温杯、魔联IP小夜灯……除了松下洗衣机器人，在刚刚结束的京东11.11，京东众筹上线了20余款“奇葩物种”，为年轻人打造了一场新奇且充满趣味的众筹盛宴。从松下、星巴克、美的等知名品牌，到每日坚果、蕉下等当红品牌，再到亿健、养米等初创品牌，各种新奇且充满趣味的新产品纷纷以众筹形式试水探路，拥有巨大用户基础的京东众筹俨然成为了新消费产品的“试验场”。面对挑剔的Z世代消费人群，品牌方需要用更多元化的产品设计，以及多维度的市场打法，才能打动新一代消费者，以应对日益激烈的市场竞争。同时，随着消费者的需求周期越来越短，需求类型越来越细碎，想要通过“品类创新”实现领跑的难度，也越来越大。面对需求迭代加快、产品生命周期变短的全新挑战，在新品上线前，建立及时有效的“双向反馈通道”便意义重大。这正是京东众筹努力的方向。作为新品正式上市前的“最后一步”，京东众筹致力于帮助各创新品类产品了解用户反馈，为商户提供新品孵化工具、种子用户，并为后期转向正常销售，积累商品权重的重要阵地。目前，京东关于新品从研发生产、启动上新已经有了一套完整链路。JC2M平台具备趋势洞察、精准测试、新品运营等多项能力，与合作品牌及工厂共同打造了“以销定产”、“按需生产”的数字化C2M反向供应链模式，助力品牌商提升新品开发能力；众筹以“以销定款”的方式帮助商家判断摸准消费趋势、市场需求；预售以“以销定产”的方式帮助商家提前了解购买需求、锁定销量，以确定性供应链满足消费需求；在新品正式上市环节，京东新品消费阵地京东小魔方将帮助新品实现知名度和曝光量爆发，帮助新品“上市即爆款”。从众筹、预售到京东小魔方，覆盖商品生命全周期，不同阶段的营销工具提供覆盖全供应链的解读方案，帮助商家优化货品的“供、销、存”，降低新品从无到有的不确定性，提升新品成功的效率。不仅帮助众多中小品牌的孵化器，也帮助很多大牌新品完成从0到1的质变升级。汪柳华介绍，目前松下洗衣机器人已经进入京东预售阶段，将在11月29日京东小魔方正式发售。在京东众筹的成功让整个团队对于未来上市后的销售目标很有信心。“我们原来对于正式首发时定的销售目标不高，现在来看可以大胆想象，翻番应该不是问题。这次新品上新既给我们带来品牌传播，又帮助销售增长，可以说是效果出乎意料地好。” 助力创新落地让梦想者启航众筹的概念原本诞生于美国。众筹鼻祖Kickstarter原本的思路是通过网络平台面对公众集资，让有创造力的人获得他们所需要的资金进行创业。但是由于商业模式屡屡受挫，2015年9月Kickstarter宣布改组为“公益公司”，不追求公司出售或上市。正在Kickstarter的失败，其实反映的是传统众筹平台的理念缺失：1.对于中小创业项目，Kickstarter仅有众筹一项支持。但实际上，越是小公司，越是需要从资金、营销策略、销售渠道等方面的多重助力。2.众筹最初仅仅停留在理念范畴，但是一款产品从理念到原型，再到量产，需要专业化的体系支撑。仅有资金支持，一个初创项目很难真的走到最后。面对日新月异的新消费时代，品牌方需要触达消费者多维度的细致需求，而众筹可以把这些有故事、有情怀、有背景、敢于挑战、敢于创新，同时也敢于追求自己梦想的创业者聚集在一起，找到一个新的入口。面对新品从0到1所面对的重重困难，京东覆盖新品全生命周期的解决方案，为新产品搭建成长的全新生态。对于京东众筹来说，在为新品牌提供新场景解决方案的过程中，帮助品牌激活新消费形态，深入触达新用户需求，利用京东新品品效生态链路，帮助创业创新进行落地。创业向来九死一生，而有了专业的助力，则可以事半功倍。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1668,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":20,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/876536936"}
精彩评论