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
http://tknews.cn/html/2016058609.html
http://maigei.cn/gupiao/2016/0530792.html
http://jfnews.cn/caijing/2016_05/1412.html
http://laicaiw.com/html/201605/2399780.html
http://5caiw.com/html/201605/2399781.html
http://9cjw.com/html/201605/2399782.html
http://yicaiw.cn/article/201605/2399783.html
http://ofinance.cn/article/201605/2399784.html
http://mpnews.cn/news/bendi/2016-05-23/331420.html
http://kjnews.com.cn/xinwen/zixun/201605233390.html
http://qnnews.com.cn/news/201605/8899.html
http://acnews.cn/xinwen/2016053435.html
http://tdnews.cn/201605/976423.html
http://zgnews.com.cn/news/guonei/2016-05-23/4544.html
http://xndaily.com/2016/05231204.html
http://news.baixingw.com/201605/2312383.html
http://ahdaily.cn/anhui/20166283.html
http://bfdushi.com/news/201605/231124.html
http://bfrxw.com/2016/05231905.html
http://bjdaily.net/news/beijing/7215.html
http://bjrxw.net/article/2016231448.html
http://dailyd.cn/2016/053031.html
http://fjdaily.cn/news/053669.html
http://nfvnet.com/xinwen/2016238552.html
http://fjvnet.com/xinwen/2016-05/231536.html
http://gdrxw.cn/guangdong/201605/3486.html
http://guizhouw.com/xinwen/201623275.html
http://gxdaily.cn/guangxi/20161062.html
http://lndushi.com/article/20162399768.html
http://xbdaily.net/201605/2399790.html
http://hddaily.net/article/201605/2399791.html
http://xnnews.net/article/201605/2399792.html
http://nfinfo.cn/article/201605/2399793.html
http://sunews.cn/article/201605/2399794.html
http://gzxinxiw.com/article/201623114549.html
http://bjxinxiw.com/article/201623114550.html
http://fjxinwenw.com/article/201623114551.html
http://gdxinxiw.com/article/201623114552.html
http://gsxinwen.com/article/201623114553.html
http://gxnewsw.com/article/201623114554.html
http://gxscw.com/article/201623114555.html
http://wvvw.gzxinxiw.com/article/201623114556.html
http://bjnewsw.com/article/201623114557.html
http://wvvw.gzolw.com/xinwen/201623114558.html
http://hainan.hnxinxi.net/news/201623114559.html
http://whvnet.com/xinwen/201605/23114560.html
http://ahxinwen.com/20160523/114561.html
http://gzvnet.cn/xinwen/2016231089.html
http://hbdaily.cn/hebei/2016/052331912016.html
http://hbvnet.com/article/2016231223.html
http://hddushi.com/article/2016231032.html
http://hljvnet.com/article/2016231175.html
http://hnwin.cn/xinwen/201605/23683.html
http://huabeiw.com/html/201605485.html
http://hzrxw.com/article/2016231286.html
http://infobj.com/xinwen/201605/231687.html
http://chLna.cn/article/20162399777.html
http://shdushi.net/201605/2399778.html
http://hn126.net/201605/2399779.html
http://fjvnet.cn/article/201605/2399785.html
http://lnrxw.cn/article/201605/2399786.html
http://jlrxw.cn/article/201605/2399787.html
http://1nfo.cn/article/201605/2399788.html
http://bjvnet.net/201605/2399789.html
http://infogz.com/xinwen/201605/232193.html
http://jknews.cn/sckx/2016/05/1463968076.html
http://jldaily.cn/jilin/2016/053385.html
http://jsdaily.cn/jiangsu/2016/05455623.html
http://jswin.cn/201605/907523.html
http://kcnews.cn/xinwen/2016_0523/10689.html
http://kfnews.com.cn/2016/05238430.html
http://dbdaily.net/201605/2399762.html
http://zjrxw.net/201605/2399763.html
http://zndaily.com/201605/2399764.html
http://zj126.com/201605/2399765.html
http://qhdushi.com/201605/2399766.html
http://yndushi.com/201605/2399767.html
http://liaoningw.com/xinwen/201623710.html
http://lnxxg.cn/liaoning/2016-05/3355.html
http://njvnet.com/article/2016231072.html
http://onlinesh.net/article/201605/2311148.html
http://qhdaily.cn/xinwen/051506623.html
http://scrxw.cn/201605/23877.html
http://scwin.cn/article/201623783.html
http://sddaily.cn/xinwen/2016-05/1923.html
http://hljdushi.com/article/20162399769.html
http://gsdushi.com/article/20162399770.html
http://jldushi.com/article/20162399771.html
http://gddushi.com/article/20162399772.html
http://on1ne.com/article/20162399773.html
http://teixun.com/article/20162399774.html
http://js404.cn/article/20162399775.html
http://onlne.cn/article/20162399776.html
http://shvnet.net/article/2016231354.html
http://sxcity.cn/201605/88223.html
http://szrxw.net/xinwen/2016231341.html
http://szvnet.com/article/201605/231511.html
http://tjrxw.com/article/2016231126.html
http://tjvnet.cn/tianjin/05921023.html
http://zjdushi.cn/article/201623882.html
http://zjvnet.com/news/zhejiang/8247.html
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。
李厚霖经营 品牌以用户为导向
http://tknews.cn/html/2016058609.html
http://maigei.cn/gupiao/2016/0530792.html
http://jfnews.cn/caijing/2016_05/1412.html
http://laicaiw.com/html/201605/2399780.html
http://5caiw.com/html/201605/2399781.html
http://9cjw.com/html/201605/2399782.html
http://yicaiw.cn/article/201605/2399783.html
http://ofinance.cn/article/201605/2399784.html
http://mpnews.cn/news/bendi/2016-05-23/331420.html
http://kjnews.com.cn/xinwen/zixun/201605233390.html
http://qnnews.com.cn/news/201605/8899.html
http://acnews.cn/xinwen/2016053435.html
http://tdnews.cn/201605/976423.html
http://zgnews.com.cn/news/guonei/2016-05-23/4544.html
http://xndaily.com/2016/05231204.html
http://news.baixingw.com/201605/2312383.html
http://ahdaily.cn/anhui/20166283.html
http://bfdushi.com/news/201605/231124.html
http://bfrxw.com/2016/05231905.html
http://bjdaily.net/news/beijing/7215.html
http://bjrxw.net/article/2016231448.html
http://dailyd.cn/2016/053031.html
http://fjdaily.cn/news/053669.html
http://nfvnet.com/xinwen/2016238552.html
http://fjvnet.com/xinwen/2016-05/231536.html
http://gdrxw.cn/guangdong/201605/3486.html
http://guizhouw.com/xinwen/201623275.html
http://gxdaily.cn/guangxi/20161062.html
http://lndushi.com/article/20162399768.html
http://xbdaily.net/201605/2399790.html
http://hddaily.net/article/201605/2399791.html
http://xnnews.net/article/201605/2399792.html
http://nfinfo.cn/article/201605/2399793.html
http://sunews.cn/article/201605/2399794.html
http://gzxinxiw.com/article/201623114549.html
http://bjxinxiw.com/article/201623114550.html
http://fjxinwenw.com/article/201623114551.html
http://gdxinxiw.com/article/201623114552.html
http://gsxinwen.com/article/201623114553.html
http://gxnewsw.com/article/201623114554.html
http://gxscw.com/article/201623114555.html
http://wvvw.gzxinxiw.com/article/201623114556.html
http://bjnewsw.com/article/201623114557.html
http://wvvw.gzolw.com/xinwen/201623114558.html
http://hainan.hnxinxi.net/news/201623114559.html
http://whvnet.com/xinwen/201605/23114560.html
http://ahxinwen.com/20160523/114561.html
http://gzvnet.cn/xinwen/2016231089.html
http://hbdaily.cn/hebei/2016/052331912016.html
http://hbvnet.com/article/2016231223.html
http://hddushi.com/article/2016231032.html
http://hljvnet.com/article/2016231175.html
http://hnwin.cn/xinwen/201605/23683.html
http://huabeiw.com/html/201605485.html
http://hzrxw.com/article/2016231286.html
http://infobj.com/xinwen/201605/231687.html
http://chLna.cn/article/20162399777.html
http://shdushi.net/201605/2399778.html
http://hn126.net/201605/2399779.html
http://fjvnet.cn/article/201605/2399785.html
http://lnrxw.cn/article/201605/2399786.html
http://jlrxw.cn/article/201605/2399787.html
http://1nfo.cn/article/201605/2399788.html
http://bjvnet.net/201605/2399789.html
http://infogz.com/xinwen/201605/232193.html
http://jknews.cn/sckx/2016/05/1463968076.html
http://jldaily.cn/jilin/2016/053385.html
http://jsdaily.cn/jiangsu/2016/05455623.html
http://jswin.cn/201605/907523.html
http://kcnews.cn/xinwen/2016_0523/10689.html
http://kfnews.com.cn/2016/05238430.html
http://dbdaily.net/201605/2399762.html
http://zjrxw.net/201605/2399763.html
http://zndaily.com/201605/2399764.html
http://zj126.com/201605/2399765.html
http://qhdushi.com/201605/2399766.html
http://yndushi.com/201605/2399767.html
http://liaoningw.com/xinwen/201623710.html
http://lnxxg.cn/liaoning/2016-05/3355.html
http://njvnet.com/article/2016231072.html
http://onlinesh.net/article/201605/2311148.html
http://qhdaily.cn/xinwen/051506623.html
http://scrxw.cn/201605/23877.html
http://scwin.cn/article/201623783.html
http://sddaily.cn/xinwen/2016-05/1923.html
http://hljdushi.com/article/20162399769.html
http://gsdushi.com/article/20162399770.html
http://jldushi.com/article/20162399771.html
http://gddushi.com/article/20162399772.html
http://on1ne.com/article/20162399773.html
http://teixun.com/article/20162399774.html
http://js404.cn/article/20162399775.html
http://onlne.cn/article/20162399776.html
http://shvnet.net/article/2016231354.html
http://sxcity.cn/201605/88223.html
http://szrxw.net/xinwen/2016231341.html
http://szvnet.com/article/201605/231511.html
http://tjrxw.com/article/2016231126.html
http://tjvnet.cn/tianjin/05921023.html
http://zjdushi.cn/article/201623882.html
http://zjvnet.com/news/zhejiang/8247.html
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。
责任编辑：小中
