你的男神i的个人主页 - 老虎社区

你的男神i

你的男神i

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2019-03-15

$奥罗拉大麻公司(ACB)$ 拜拜了您嘞！

2019-05-15

$奥罗拉大麻公司(ACB)$ 神奇

2019-01-15

$奥罗拉大麻公司(ACB)$ 能到8块不

2018-10-03

$InspireMD Inc.(NSPR)$ 这也太秀了吧

2019-02-28

$奥罗拉大麻公司(ACB)$ 我觉得按照现在这个势头没几天就要破前高，之后准备持续盈利还是见好就收，你们怎么看？

2019-02-19

$奥罗拉大麻公司(ACB)$ 既然是加拿大合法医疗大麻！那为什么发展不起来呢？一家既可以做医疗又可以做大麻的，这两头的市场最容易暴富，但是这股价🙃🙃...

2018-09-01

$猎豹移动(CMCM)$ 中概股私有化回归a股会发生什么🤔

2019-01-11

$Tilray Inc.(TLRY)$ 知足了感谢

2018-10-09

$中国联通(00762)$ 为什么有这么多大资金流入股价就是抬不上去

2018-09-14

$小米集团-W(01810)$ 快下来高处不胜寒

2019-02-07

$奥罗拉大麻公司(ACB)$ 有点惨先拿它一个月一个月之后再叫我

2019-02-05

$奥罗拉大麻公司(ACB)$ 看看势头是跑还是继续持有

2019-01-11

$Tilray Inc.(TLRY)$ 我想知道有人买期权吗！

2018-10-04

$Helios and Matheson Analytics(HMNY)$ 昨天刚买

2019-01-11

$Tilray Inc.(TLRY)$ 刚一打开手机推送 tilray 盘前大涨20% 🙈

2018-09-14

$小米集团-W(01810)$ 能不能到15呢

2019-05-07

$奥罗拉大麻公司(ACB)$ 神奇

2019-05-03

$云集(YJ)$ 为什么你们敢买传销股？b

2018-11-30

#2018年度大放送# 小公仔可以呀好可爱的

2018-10-04

$Helios and Matheson Analytics(HMNY)$ 刺激不

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21:10","market":"hk","language":"zh","title":"从完美日记到泡泡玛特：消费品新贵的时代来了","url":"https://stock-news.laohu8.com/highlight/detail?id=1191118726","media":"全天候科技","summary":"新消费时代来临，由80、90后企业家带领的消费品牌完美日记、泡泡玛特、喜茶、元气森林等已经走到了时代舞台的中央。他们的故事才刚刚开始。\n\n“未来十年是互联网创造新品牌的10年。”\n这是阿里今年9月公开","content":"<blockquote>\n 新消费时代来临，由80、90后企业家带领的消费品牌完美日记、泡泡玛特、喜茶、元气森林等已经走到了时代舞台的中央。他们的故事才刚刚开始。\n</blockquote>\n<p>“未来十年是互联网创造新品牌的10年。”</p>\n<p>这是阿里今年9月公开表达的预判，他们认为，“新消费品牌”的崛起成为中国未来5-10年里最确定的机会。</p>\n<p>这个预判正在变成现实。</p>\n<p>曾经，只有BAT（<a href=\"https://laohu8.com/S/BIDU\">百度</a>、阿里、<a href=\"https://laohu8.com/S/00700\">腾讯</a>）这样的互联网巨头才能引起人们的围观讨论；但现在，泡泡玛特的千亿市值，完美日记的营销玩法，喜茶的持续火爆正进入越来越多人的话语体系。</p>\n<p>在一个个曾经被传统巨头瓜分的领域，不少新消费品牌、新国货成功突围。</p>\n<p>这些新生代的消费品牌大多由80、90后的年轻创业者创办，他们更理解年轻消费者、更乐于通过新产品、新玩法，去满足年轻群体的需求。</p>\n<p>在他们的带领下，这些年轻的消费品牌——完美日记、泡泡玛特、喜茶、元气森林等都在各自的领域中脱颖而出，站到了舞台中央。</p>\n<p>一代年轻消费群体正在托起属于他们的消费品牌。消费新贵们的故事才刚刚开始。</p>\n<p><b>1、一颗不安分的心</b></p>\n<p>85后王宁因从小受经商家庭环境影响，对商业产生了浓厚兴趣。2008年初，才在上大学的王宁就在学校门口开出了自己的第一家店铺。</p>\n<p>这是一家“格子店”。作为一种新兴零售业态，店中每个小格子汇聚着各式各样的商品，俨然一个迷你百货商场。</p>\n<p>这种创意零售形式吸引了不少学生前往。王宁的店铺也因此在学生群体中小有名气，甚至遭到了附近商家的争相模仿，多的时候，学校周边有十几家格子店。</p>\n<p>虽然“格子店”名声大振，但王宁却非常清醒：“这次创业虽然很成功，但并不可持续。应该尽量选择商业模式门槛高一点的行业，或者争取让自己快速地具备核心竞争力。”王宁开始物色自己的下一个目标。</p>\n<p>在一次香港旅游时，王宁发现了一家名叫LOG-ON的潮流零售连锁店，店里集结了世界各地大量潮流特色玩意，吸引了不少年轻人。他当即意识到，这在内地也会有市场。</p>\n<p>2010年，王宁将此前所有的积蓄都拿了出来，召集了一些大学好友，在北京<a href=\"https://laohu8.com/S/000931\">中关村</a>欧美汇购物中心开设了第一家Pop Mart（泡泡玛特）商店，并提出了希望“2011年再开三家店”。</p>\n<p>现实总是事与愿违，首店客流冷清、员工集体辞职。最难的时候，王宁甚至寄希望于商场旁边一座正在修建的天桥。“桥修好的那天我们就会好起来的”。他这样安慰自己。</p>\n<p>没有拿得出手的业绩，投资机构自然也不会青睐。2012年，王宁一连见了十几家VC，最后都是败兴而归。直到天使投资人麦刚出现，王宁才获得了一笔200万的“救命钱”。</p>\n<p>2016年1月，一个偶然的机会，王宁发现，香港知名设计师王信明(Kenny Wong)设计的Molly被很多用户推崇。于是，他带着团队飞到香港拜访了王信明，最终拿下了Molly的独家IP版权。</p>\n<p>Molly娃娃的热销，让泡泡玛特迅速走红。随着公司聚焦“收藏类玩具市场”，集中力量打造盲盒IP，业绩也一路攀升。</p>\n<p>今年12月11日，泡泡玛特登陆港交所，市值破千亿港元，也让王宁这波折的十年有了一个满意的交代。</p>\n<p><img src=\"https://static.tigerbbs.com/cbdf4c2e2ac61943c0f436befd479305\" tg-width=\"1080\" tg-height=\"720\"></p>\n<p><i>王宁在泡泡玛特敲钟现场</i></p>\n<p>在王宁开出第一家Pop Mart的时候，19岁的聂云宸刚刚专科毕业，决定去卖手机。</p>\n<p>初次创业，聂云宸想得很好，通过卖手机和越狱刷机赚钱。但由于门店选址过于偏僻，生意难以维持，他尝试了多种方法，仍未能改变局面。</p>\n<p>直到一天，他路过一家奶茶店，看到不少人排队等候粉末冲泡式奶茶时突发奇想：真材实料的饮品是不是更容易受欢迎？带着这样的疑问，他走上了征战茶饮行业的道路。</p>\n<p>2012年，聂云宸在广东江门的一条小巷子里开了家名为“皇茶ROYALTEA”奶茶店，这就是喜茶的起点。抛弃传统粉末，使用新鲜芝士、鲜奶、水果，聂云宸的新品一经推出，就广受好评，门店迅速积攒了大量人气。</p>\n<p>火爆的生意，让聂云宸迅速萌生了开分店的想法。但由于缺少口碑效应，初次尝试遇冷，最终只能调整战略，从距离原店1小时车程的小镇做起。</p>\n<p>凭借着“就近迁移”的开店策略，喜茶迅速在珠三角蔓延，并积累了良好口碑。官方数据显示，2014年，皇茶在广东的门店就超过38家。</p>\n<p>聂云宸很快遇到第二个问题，皇茶商标注册不成功，山寨品牌肆意横生，严重影响品牌形象。最终为了品牌长久发展，聂云宸决定购买已经成功注册的“喜茶”商标，并改名为“喜茶”。</p>\n<p>改名之后，喜茶展开了向全国拓展的狂奔之路。如今，喜茶已经重新定义茶饮行业，改变了年轻人的消费习惯，成为新式茶饮领军企业，估值高达160亿元，今年更是频频被曝出上市计划。</p>\n<p>29岁的聂云宸几经波折，成功逆袭，目前身家高达40亿。</p>\n<p>而1982年出生的学霸唐彬森同样有一颗“不安分”的心。本科和硕士都就读于北京航空航天大学计算机系，22岁时还拿过国际程序设计大赛金奖。原本可以进入互联网大厂成为“码农”，唐彬森却没有按常理出牌，而选择了创业。</p>\n<p><img src=\"https://static.tigerbbs.com/c23e7acf637b7bb4a6cd5fd8d3d92015\" tg-width=\"550\" tg-height=\"733\"></p>\n<p><i>元气森林创始人唐彬森</i></p>\n<p>即便是创业，唐彬森也经历了多个跨界——先后经历了心理测试产品创业、游戏行业创业、从创业者到投资人的多重身份转变。其中涉猎领域包括了家纺、卫浴、消费等。</p>\n<p>直到2016年，唐彬森才再次以创业者身份打造了一个全新品牌——元气森林。从年轻人喜欢的日系文化入手，主打产品“0糖0脂0卡”，让元气森林气泡水迅速捕获一批消费者，成功在一众饮品中脱颖而出。这才让唐彬森和他的品牌被大众广泛认知。</p>\n<p>即便今天依然年纪轻轻，但是王宁、聂云宸、唐彬森都已经算得上是创业界的“老司机”，经历了创业的千锤百炼后终得成功。</p>\n<p>虽然前期没有创业经历，但黄锦峰并不甘于沿着职业经理人的路径继续走下去。在全球日化龙头企业<a href=\"https://laohu8.com/S/PG\">宝洁</a>做过市场、在<a href=\"https://laohu8.com/S/300740\">御家汇</a>担任过高管之后，他决定出来亲自做一家公司，于是才有了完美日记。</p>\n<p>今天，这家公司市值破百亿美金。如果没有当初那个创业的决定，就没有今天的完美日记。</p>\n<p><b>2、选择比努力重要</b></p>\n<p>“苦了10年，我发现，发大财首先要会选。”唐彬森这样总结，并在多个场合分享创业经验时，强调一个理念：赛道很重要，选择很重要，顺势而为很重要。</p>\n<p>将智明星通卖出后，背负着竞业协议的唐彬森在一段时间内都无法从事游戏相关行业，只能转换赛道。</p>\n<p>一次旅途中，他发现不少国家都有代表性饮品，但中国却鲜少能在国际上给人留下有印象的品。凭借着敏锐的市场嗅觉和精准的眼光，他一猛子扎进了消费红海。</p>\n<p>尽管那时候，唐彬森并没有过饮品行业相关从业经历，但他却有一套自己坚持的打法。</p>\n<p>他避开巨头扎堆的碳酸饮料领域，选择了“茶饮”和“气泡水”这两个细分赛道，抓住年轻消费者对“健康”和“日系”的偏好，定下了日系风十足的品牌名字“元気森林”（后改名“元气森林”），分别打出“0蔗糖·低脂肪”和“0糖0脂0卡”标签，再借助全渠道营销，让产品一炮而红。</p>\n<p>从大学就开始创业的王宁，一路折腾下来，同样是因为“选对了”而取得今天的成功。</p>\n<p>2015年以前，国内潮流玩具市场刚刚崛起，王宁的泡泡玛特还处于完善团队、规范管理阶段，由于不掌握独家货源、供应链不完善，其实并不比大学时期做的“格子店”生意高明多少，业绩也不见起色。</p>\n<p>但在2015年，他感知到了一些变化——一方面，泡泡玛特线下零售门店销量下降、毛利下降，经营环境越来越糟；另一方面，门店内一款名为“Sonny Angel”的商品迅速爆红，销量从月售几千暴涨至六万多，平均每20秒就会售出1个。</p>\n<p>对于这样的巨大反差，王宁非常困惑，他开始研究消费者心理，还试图通过向粉丝提问寻求答案。</p>\n<p>“大家除了喜欢收集Sonny Angel，还喜欢收集其他什么呢？”在收到的上百个回复中，有一半都指向同一个结果——“Molly娃娃。”</p>\n<p><img src=\"https://static.tigerbbs.com/8e63596e9438299b7c6514e045fe56b1\" tg-width=\"1080\" tg-height=\"720\"></p>\n<p><i>泡泡玛特旗下知名IP娃娃Molly</i></p>\n<p>与Sonny Angel相似，Molly也是一款玩具娃娃，形象可爱、款式众多，装在严密的盒子内，消费者往往在购买前无法通过外观分辨内里的产品样式。</p>\n<p>这番调查下来，Z世代希望通过圈层社交表达情感的诉求被王宁发觉。他发现了收藏类玩具市场，并迅速调整策略，选择了用“盲盒”这种能够刺激消费欲望、满足好奇心理的方式打造产品。</p>\n<p><b>从此，泡泡玛特由一个“潮流杂物渠道商”转型为“IP品牌运营商”。这也成为资本市场愿意为泡泡玛特高价买单的重要原因。</b></p>\n<p>在这方面，聂云宸追求极致到近乎偏执的状态，他在初次创业的时候就有过一个观念：“顾客不来，这不是他的错，是我们的错，我们没有让他知道我们。</p>\n<p>并不是聂云宸一个人选择迎合消费者，唐彬森的“健康”概念，王宁的“盲盒”策略，黄锦峰的“差异化”营销，无一不在向消费者“低头”。他们或是满足了消费心理，或是渗透进消费场景，归根到底，都在贴近消费者。</p>\n<p>创业初期，黄锦峰和他的创业合伙人满世界跑，他们想要在消费品领域找到一个更有机会的赛道。</p>\n<p><img src=\"https://static.tigerbbs.com/272a8a21745e343e6867108e881baeb5\" tg-width=\"1080\" tg-height=\"720\"></p>\n<p><i>完美日记母公司<a href=\"https://laohu8.com/S/YSG\">逸仙电商</a>创始人黄锦峰</i></p>\n<p>他们研究分析了7-8个消费品领域，发现国外成熟市场的护肤品和彩妆是1：1的比例，在中国这个比例是9：1。而在产品属性上，彩妆也比护肤更容易吸引年轻用户。</p>\n<p>最终他们判断，做彩妆比做护肤更有机会。确定了彩妆赛道后，他们又选择了从大牌相对弱势的彩妆品类切入，比如眼影和口红。</p>\n<p>事实再次证明，选对方向，事半功倍。</p>\n<p>2017年起，完美日记将重点放在了眼影和唇妆产品上，陆续推出“光影星河眼影盘”、“幻想家16色眼影盘”等产品，均取得了骄人的成绩。他们与Discovery探索频道联名推出的探险家十二色眼影系列首发当日平均每秒就能卖出48盘，创下天猫眼影品类首发纪录。这也是从2019年上线至今，他们销量最好的产品之一。</p>\n<p><b>3、逆袭、野心和更远的路</b></p>\n<p>泡泡玛特上市那天，股价开盘即飙升，市值迅速站上千亿港元大关。“33岁敲钟，身家超500亿”，这样的标题充斥在各大媒体上。</p>\n<p>王宁和他的泡泡玛特，让VC投资方和打新的股民尝到了一夜爆赚的快感，也刺激着成千上万渴望改变命运的中青年和老一代企业家，让这些人的内心充满复杂情绪。</p>\n<p>一个来自河南新乡，没有豪门家庭、没有名企经历的年轻人，经过十多年努力，从外围走到了舞台中央，站在了聚光灯下。</p>\n<p>19岁专科毕业的聂云宸，同样创造了一个“10年改写人生”的传奇。</p>\n<p><img src=\"https://static.tigerbbs.com/2e086d868c67e9a28c5fe64c4d3152fe\" tg-width=\"783\" tg-height=\"541\"></p>\n<p><i>喜茶创始人聂云宸</i></p>\n<p>在“2020深圳创富百人榜”上，29岁的喜茶创始人聂云宸以40.92亿元身家位居深圳创富的第81位，他也是这个百人榜中最年轻的一位。</p>\n<p>聂云宸出生于江西一个普通人家，曾就读于广东科学技术职业学院人文学院行政管理专业。毕业后，他卖过手机和配件、做过新媒体主笔，开过奶茶店。直到2016年注册创办喜茶，人生从此开挂。</p>\n<p><i>聂云宸简介</i></p>\n<p>在阶层逐渐固化、成功门槛越来越高的今天，王宁和聂云宸用人生实践再次证明：这个世界永远会有例外，逆袭仍有可能。</p>\n<p>被一颗不安分的心驱使，王宁、聂云宸、黄锦峰、唐彬森纷纷走上人生高峰，他们的名字也被更多人知晓。</p>\n<p>黄锦峰在上市致辞里说，要感谢这个时代，他们很幸运地遇上了95后的消费者，因为他们的需求改变了很多品牌的发展。</p>\n<p>年轻人成就了完美日记。今天，完美日记已经成为国货美妆的头部品牌，母公司逸仙电商市值超百亿美金。</p>\n<p>但这并不能满足黄锦峰的野心。他的新目标是将逸仙电商打造成“新时代的美妆新品牌孵化平台”。</p>\n<p>王宁也为千亿泡泡玛特制定了更大的目标——成为一个伟大的品牌，一家具有全球影响力的企业。</p>\n<p>他们都赶上了最好的时代，同时也可能是最坏的时代。依靠成熟的供应链和便捷的互联网，只要抓住时机，击中消费者痛点，就可能迅速诞生一个“网红”消费品牌；也因为这样，行业竞争更加激烈，消费者更加挑剔和多变，稍不留神就可能被颠覆、被遗忘、被抛弃。</p>\n<p>对此，唐彬森应该已经有所体会。元气森林在饮品市场刮起一阵风后，也引发了一连串质疑。围绕元气森林伪日系、设计涉嫌抄袭、虚假宣传等的讨论甚嚣尘上，甚至有人直指公司“光会炒作、业务不行”，唐彬森是<a href=\"https://laohu8.com/S/LK\">瑞幸咖啡</a>董事长陆正耀的“新门徒”等等。</p>\n<p>刚刚上市的泡泡玛特近日被曝出一家门店二次销售盲盒的新闻，舆论风向开始从热捧向理性审视转变。</p>\n<p>所以，创业没有彼岸。这批成功的消费品新贵们，都还有更远的路要走。</p>","source":"qthkj","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>从完美日记到泡泡玛特：消费品新贵的时代来了</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{ 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}\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从完美日记到泡泡玛特：消费品新贵的时代来了\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-12-25 21:10 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/bBgl4b9Tkmx5dkyforilmg><strong>全天候科技</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>新消费时代来临，由80、90后企业家带领的消费品牌完美日记、泡泡玛特、喜茶、元气森林等已经走到了时代舞台的中央。他们的故事才刚刚开始。\n\n“未来十年是互联网创造新品牌的10年。”\n这是阿里今年9月公开表达的预判，他们认为，“新消费品牌”的崛起成为中国未来5-10年里最确定的机会。\n这个预判正在变成现实。\n曾经，只有BAT（百度、阿里、腾讯）这样的互联网巨头才能引起人们的围观讨论；但现在，泡泡玛特的...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/bBgl4b9Tkmx5dkyforilmg\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/72c807ec09732b367f7eef62d5664048","relate_stocks":{"09992":"泡泡玛特","YSG":"逸仙电商"},"source_url":"https://mp.weixin.qq.com/s/bBgl4b9Tkmx5dkyforilmg","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1191118726","content_text":"新消费时代来临，由80、90后企业家带领的消费品牌完美日记、泡泡玛特、喜茶、元气森林等已经走到了时代舞台的中央。他们的故事才刚刚开始。\n\n“未来十年是互联网创造新品牌的10年。”\n这是阿里今年9月公开表达的预判，他们认为，“新消费品牌”的崛起成为中国未来5-10年里最确定的机会。\n这个预判正在变成现实。\n曾经，只有BAT（百度、阿里、腾讯）这样的互联网巨头才能引起人们的围观讨论；但现在，泡泡玛特的千亿市值，完美日记的营销玩法，喜茶的持续火爆正进入越来越多人的话语体系。\n在一个个曾经被传统巨头瓜分的领域，不少新消费品牌、新国货成功突围。\n这些新生代的消费品牌大多由80、90后的年轻创业者创办，他们更理解年轻消费者、更乐于通过新产品、新玩法，去满足年轻群体的需求。\n在他们的带领下，这些年轻的消费品牌——完美日记、泡泡玛特、喜茶、元气森林等都在各自的领域中脱颖而出，站到了舞台中央。\n一代年轻消费群体正在托起属于他们的消费品牌。消费新贵们的故事才刚刚开始。\n1、一颗不安分的心\n85后王宁因从小受经商家庭环境影响，对商业产生了浓厚兴趣。2008年初，才在上大学的王宁就在学校门口开出了自己的第一家店铺。\n这是一家“格子店”。作为一种新兴零售业态，店中每个小格子汇聚着各式各样的商品，俨然一个迷你百货商场。\n这种创意零售形式吸引了不少学生前往。王宁的店铺也因此在学生群体中小有名气，甚至遭到了附近商家的争相模仿，多的时候，学校周边有十几家格子店。\n虽然“格子店”名声大振，但王宁却非常清醒：“这次创业虽然很成功，但并不可持续。应该尽量选择商业模式门槛高一点的行业，或者争取让自己快速地具备核心竞争力。”王宁开始物色自己的下一个目标。\n在一次香港旅游时，王宁发现了一家名叫LOG-ON的潮流零售连锁店，店里集结了世界各地大量潮流特色玩意，吸引了不少年轻人。他当即意识到，这在内地也会有市场。\n2010年，王宁将此前所有的积蓄都拿了出来，召集了一些大学好友，在北京中关村欧美汇购物中心开设了第一家Pop Mart（泡泡玛特）商店，并提出了希望“2011年再开三家店”。\n现实总是事与愿违，首店客流冷清、员工集体辞职。最难的时候，王宁甚至寄希望于商场旁边一座正在修建的天桥。“桥修好的那天我们就会好起来的”。他这样安慰自己。\n没有拿得出手的业绩，投资机构自然也不会青睐。2012年，王宁一连见了十几家VC，最后都是败兴而归。直到天使投资人麦刚出现，王宁才获得了一笔200万的“救命钱”。\n2016年1月，一个偶然的机会，王宁发现，香港知名设计师王信明(Kenny Wong)设计的Molly被很多用户推崇。于是，他带着团队飞到香港拜访了王信明，最终拿下了Molly的独家IP版权。\nMolly娃娃的热销，让泡泡玛特迅速走红。随着公司聚焦“收藏类玩具市场”，集中力量打造盲盒IP，业绩也一路攀升。\n今年12月11日，泡泡玛特登陆港交所，市值破千亿港元，也让王宁这波折的十年有了一个满意的交代。\n\n王宁在泡泡玛特敲钟现场\n在王宁开出第一家Pop Mart的时候，19岁的聂云宸刚刚专科毕业，决定去卖手机。\n初次创业，聂云宸想得很好，通过卖手机和越狱刷机赚钱。但由于门店选址过于偏僻，生意难以维持，他尝试了多种方法，仍未能改变局面。\n直到一天，他路过一家奶茶店，看到不少人排队等候粉末冲泡式奶茶时突发奇想：真材实料的饮品是不是更容易受欢迎？带着这样的疑问，他走上了征战茶饮行业的道路。\n2012年，聂云宸在广东江门的一条小巷子里开了家名为“皇茶ROYALTEA”奶茶店，这就是喜茶的起点。抛弃传统粉末，使用新鲜芝士、鲜奶、水果，聂云宸的新品一经推出，就广受好评，门店迅速积攒了大量人气。\n火爆的生意，让聂云宸迅速萌生了开分店的想法。但由于缺少口碑效应，初次尝试遇冷，最终只能调整战略，从距离原店1小时车程的小镇做起。\n凭借着“就近迁移”的开店策略，喜茶迅速在珠三角蔓延，并积累了良好口碑。官方数据显示，2014年，皇茶在广东的门店就超过38家。\n聂云宸很快遇到第二个问题，皇茶商标注册不成功，山寨品牌肆意横生，严重影响品牌形象。最终为了品牌长久发展，聂云宸决定购买已经成功注册的“喜茶”商标，并改名为“喜茶”。\n改名之后，喜茶展开了向全国拓展的狂奔之路。如今，喜茶已经重新定义茶饮行业，改变了年轻人的消费习惯，成为新式茶饮领军企业，估值高达160亿元，今年更是频频被曝出上市计划。\n29岁的聂云宸几经波折，成功逆袭，目前身家高达40亿。\n而1982年出生的学霸唐彬森同样有一颗“不安分”的心。本科和硕士都就读于北京航空航天大学计算机系，22岁时还拿过国际程序设计大赛金奖。原本可以进入互联网大厂成为“码农”，唐彬森却没有按常理出牌，而选择了创业。\n\n元气森林创始人唐彬森\n即便是创业，唐彬森也经历了多个跨界——先后经历了心理测试产品创业、游戏行业创业、从创业者到投资人的多重身份转变。其中涉猎领域包括了家纺、卫浴、消费等。\n直到2016年，唐彬森才再次以创业者身份打造了一个全新品牌——元气森林。从年轻人喜欢的日系文化入手，主打产品“0糖0脂0卡”，让元气森林气泡水迅速捕获一批消费者，成功在一众饮品中脱颖而出。这才让唐彬森和他的品牌被大众广泛认知。\n即便今天依然年纪轻轻，但是王宁、聂云宸、唐彬森都已经算得上是创业界的“老司机”，经历了创业的千锤百炼后终得成功。\n虽然前期没有创业经历，但黄锦峰并不甘于沿着职业经理人的路径继续走下去。在全球日化龙头企业宝洁做过市场、在御家汇担任过高管之后，他决定出来亲自做一家公司，于是才有了完美日记。\n今天，这家公司市值破百亿美金。如果没有当初那个创业的决定，就没有今天的完美日记。\n2、选择比努力重要\n“苦了10年，我发现，发大财首先要会选。”唐彬森这样总结，并在多个场合分享创业经验时，强调一个理念：赛道很重要，选择很重要，顺势而为很重要。\n将智明星通卖出后，背负着竞业协议的唐彬森在一段时间内都无法从事游戏相关行业，只能转换赛道。\n一次旅途中，他发现不少国家都有代表性饮品，但中国却鲜少能在国际上给人留下有印象的品。凭借着敏锐的市场嗅觉和精准的眼光，他一猛子扎进了消费红海。\n尽管那时候，唐彬森并没有过饮品行业相关从业经历，但他却有一套自己坚持的打法。\n他避开巨头扎堆的碳酸饮料领域，选择了“茶饮”和“气泡水”这两个细分赛道，抓住年轻消费者对“健康”和“日系”的偏好，定下了日系风十足的品牌名字“元気森林”（后改名“元气森林”），分别打出“0蔗糖·低脂肪”和“0糖0脂0卡”标签，再借助全渠道营销，让产品一炮而红。\n从大学就开始创业的王宁，一路折腾下来，同样是因为“选对了”而取得今天的成功。\n2015年以前，国内潮流玩具市场刚刚崛起，王宁的泡泡玛特还处于完善团队、规范管理阶段，由于不掌握独家货源、供应链不完善，其实并不比大学时期做的“格子店”生意高明多少，业绩也不见起色。\n但在2015年，他感知到了一些变化——一方面，泡泡玛特线下零售门店销量下降、毛利下降，经营环境越来越糟；另一方面，门店内一款名为“Sonny Angel”的商品迅速爆红，销量从月售几千暴涨至六万多，平均每20秒就会售出1个。\n对于这样的巨大反差，王宁非常困惑，他开始研究消费者心理，还试图通过向粉丝提问寻求答案。\n“大家除了喜欢收集Sonny Angel，还喜欢收集其他什么呢？”在收到的上百个回复中，有一半都指向同一个结果——“Molly娃娃。”\n\n泡泡玛特旗下知名IP娃娃Molly\n与Sonny Angel相似，Molly也是一款玩具娃娃，形象可爱、款式众多，装在严密的盒子内，消费者往往在购买前无法通过外观分辨内里的产品样式。\n这番调查下来，Z世代希望通过圈层社交表达情感的诉求被王宁发觉。他发现了收藏类玩具市场，并迅速调整策略，选择了用“盲盒”这种能够刺激消费欲望、满足好奇心理的方式打造产品。\n从此，泡泡玛特由一个“潮流杂物渠道商”转型为“IP品牌运营商”。这也成为资本市场愿意为泡泡玛特高价买单的重要原因。\n在这方面，聂云宸追求极致到近乎偏执的状态，他在初次创业的时候就有过一个观念：“顾客不来，这不是他的错，是我们的错，我们没有让他知道我们。\n并不是聂云宸一个人选择迎合消费者，唐彬森的“健康”概念，王宁的“盲盒”策略，黄锦峰的“差异化”营销，无一不在向消费者“低头”。他们或是满足了消费心理，或是渗透进消费场景，归根到底，都在贴近消费者。\n创业初期，黄锦峰和他的创业合伙人满世界跑，他们想要在消费品领域找到一个更有机会的赛道。\n\n完美日记母公司逸仙电商创始人黄锦峰\n他们研究分析了7-8个消费品领域，发现国外成熟市场的护肤品和彩妆是1：1的比例，在中国这个比例是9：1。而在产品属性上，彩妆也比护肤更容易吸引年轻用户。\n最终他们判断，做彩妆比做护肤更有机会。确定了彩妆赛道后，他们又选择了从大牌相对弱势的彩妆品类切入，比如眼影和口红。\n事实再次证明，选对方向，事半功倍。\n2017年起，完美日记将重点放在了眼影和唇妆产品上，陆续推出“光影星河眼影盘”、“幻想家16色眼影盘”等产品，均取得了骄人的成绩。他们与Discovery探索频道联名推出的探险家十二色眼影系列首发当日平均每秒就能卖出48盘，创下天猫眼影品类首发纪录。这也是从2019年上线至今，他们销量最好的产品之一。\n3、逆袭、野心和更远的路\n泡泡玛特上市那天，股价开盘即飙升，市值迅速站上千亿港元大关。“33岁敲钟，身家超500亿”，这样的标题充斥在各大媒体上。\n王宁和他的泡泡玛特，让VC投资方和打新的股民尝到了一夜爆赚的快感，也刺激着成千上万渴望改变命运的中青年和老一代企业家，让这些人的内心充满复杂情绪。\n一个来自河南新乡，没有豪门家庭、没有名企经历的年轻人，经过十多年努力，从外围走到了舞台中央，站在了聚光灯下。\n19岁专科毕业的聂云宸，同样创造了一个“10年改写人生”的传奇。\n\n喜茶创始人聂云宸\n在“2020深圳创富百人榜”上，29岁的喜茶创始人聂云宸以40.92亿元身家位居深圳创富的第81位，他也是这个百人榜中最年轻的一位。\n聂云宸出生于江西一个普通人家，曾就读于广东科学技术职业学院人文学院行政管理专业。毕业后，他卖过手机和配件、做过新媒体主笔，开过奶茶店。直到2016年注册创办喜茶，人生从此开挂。\n聂云宸简介\n在阶层逐渐固化、成功门槛越来越高的今天，王宁和聂云宸用人生实践再次证明：这个世界永远会有例外，逆袭仍有可能。\n被一颗不安分的心驱使，王宁、聂云宸、黄锦峰、唐彬森纷纷走上人生高峰，他们的名字也被更多人知晓。\n黄锦峰在上市致辞里说，要感谢这个时代，他们很幸运地遇上了95后的消费者，因为他们的需求改变了很多品牌的发展。\n年轻人成就了完美日记。今天，完美日记已经成为国货美妆的头部品牌，母公司逸仙电商市值超百亿美金。\n但这并不能满足黄锦峰的野心。他的新目标是将逸仙电商打造成“新时代的美妆新品牌孵化平台”。\n王宁也为千亿泡泡玛特制定了更大的目标——成为一个伟大的品牌，一家具有全球影响力的企业。\n他们都赶上了最好的时代，同时也可能是最坏的时代。依靠成熟的供应链和便捷的互联网，只要抓住时机，击中消费者痛点，就可能迅速诞生一个“网红”消费品牌；也因为这样，行业竞争更加激烈，消费者更加挑剔和多变，稍不留神就可能被颠覆、被遗忘、被抛弃。\n对此，唐彬森应该已经有所体会。元气森林在饮品市场刮起一阵风后，也引发了一连串质疑。围绕元气森林伪日系、设计涉嫌抄袭、虚假宣传等的讨论甚嚣尘上，甚至有人直指公司“光会炒作、业务不行”，唐彬森是瑞幸咖啡董事长陆正耀的“新门徒”等等。\n刚刚上市的泡泡玛特近日被曝出一家门店二次销售盲盒的新闻，舆论风向开始从热捧向理性审视转变。\n所以，创业没有彼岸。这批成功的消费品新贵们，都还有更远的路要走。","news_type":1},"isVote":1,"tweetType":1,"viewCount":994,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":901785729,"gmtCreate":1557931275361,"gmtModify":1704803533366,"author":{"id":"3497005386359531","authorId":"3497005386359531","name":"你的男神i","avatar":"https://static.tigerbbs.com/ddad79650cbb7f3da11a8e3ef4a8741f","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"$奥罗拉大麻公司(ACB)$ 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