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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