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background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:14px;"><span style="font-family: Arial; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">这两天国货品牌圈很热闹。</span></span><span style="font-family: Arial; letter-spacing: 0.45pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt; text-indent: 0pt; padding: 0pt; text-align: justify; line-height: 18.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:14px;"><span style="font-family: Arial; letter-spacing: 0.35pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Arial">蜂花在花西子事件后连夜上了三个</font>79元的洗护套餐；被网友称之为朴实无华的商战，喜提热搜。</span></span><span style="font-family: Arial; letter-spacing: 0.45pt; font-size: 12.5pt;"><o:p></o:p></span></p> <h1 align="justify" style="margin: 0pt; text-indent: 0pt; padding: 0pt; text-align: justify; line-height: 18.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <b><span style="font-family: Arial; letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:14px;">媒体戏说：李佳琦掉粉百万，蜂花捡了一半。</span><br /> <br /> <img alt="" src="/uploads/allimg/231211/1-2312111P152539.png" style="width: 554px; height: 227px;" /></span></b><br /> <span style="font-size:14px;">花西子事件，以李佳琦含泪道歉为终。<br /> 对花西子品牌和李佳琦本人，大概都会造成不可逆的长远影响。<br /> <br /> <strong>1、品牌：用户的感受价值</strong><br /> 这几天花西子品牌面对网络舆论的发酵，大概能强烈地感受到一种失控感。从李佳琦个人的失控，<br /> 最后演变成品牌价值的失控，网友精算师们从“花西子眉笔比黄金贵”，已经算到了”三斤花西子可以买一套房”……<br /> 产品还是那个产品，价格还是那个价格，消费者的感受已经完全不一样了。<br /> 其实不管李佳琦从哪个角度理解，<strong>商品的价值和价格，就是要被消费者衡量的。</strong>买不起和值不值，是两回事。<br /> 李佳琦在这个角度上批评消费者，完全没有道理。<br /> 当然客观地来说，正如我一直强调的：品牌是感受价值。<br /> 李佳琦的感受里，79元的眉笔一点不贵，也是正常的，亿万富豪身家的他确实回不去，<br /> 那个跟普通用户联结的时期，他没有那个心理体验了。<br /> 生活是伪装不了的。<br /> 他的消费场景已经变了，而消费者们，还一如既往地朴素。<br /> 所有商品的存在意义，都是为了给人们提供更好的生活——花西子事件警醒意义，<br /> 是告诉了我们，感受价值对品牌和重要性。<br /> 剥离品牌的产品，只有功能价值。<br /> 只有产品具有了感受价值，才能称之为品牌。<br /> 营造并维护消费者的感受，是品牌最重要的命题。<br /> <strong>2、消费者真觉得贵吗？</strong><br /> 蜂花这种盛况，简直有鸿星尔克当年呼吁“理性消费”的重现。<br /> 这是真是一个很有意义的案例启发。<br /> 79的花西子眉笔，消费者嫌贵，主播呛人之后，大家一较真，觉得更贵了！<br /> 蜂花标价75元的套餐，却让广大消费者不同意，纷纷留言“给我加到79元！” “我不差那4块钱，你懂不”。 <br /> 当产品的功能价值不变，它的市场价值，取决于消费者的心理感受。<br /> 在花西子蜂花的热点中，价格变成一个事件的标志，75元不能代表这个事件，花75元没有参与感；<br /> 79元代表了这个热点，消费者宁愿意多花4元钱，也要参与进来，成为热点的一个小分子。<br /> 79消费的不是一个洗发产品，是一个社会事件，精神满足大不一样——为了这份体验，消费者主动要求加价。<br /> 如果精准地把握这种消费心理：消费者追求的不是“便宜”，是“值 ”。<br /> 当Ta们感觉值的时候，甚至愿意主动加价。<br /> <strong>3、重视用户参与力</strong><br /> 这个事件再度证明了，小米十二年前提出的参与感营销，到今天依然没有失效。<br /> 蜂花和鸿星尔克的爆火，都来自于消费者的参与——他们不仅消费了产品，还创造了品牌影响力。<br /> 消费者也是品牌生产者。<br /> 只有意识到这一点的品牌，才不会对消费者产生傲慢之心。<br /> 黎万强当年说：<strong>未来属于能真正理解消费情绪的品牌。</strong><br /> 他列出口碑的铁三角：产品（发动机）、社会化媒体（加速器）、用户关系（关系链）。<br /> 这两个案例里面，花西子/李佳琦，忽视了用户对品牌的反参与力；蜂花则适时地借势了用户的情绪，<br /> 将用户的正参与力，融入到品牌影响力的建设中来。<br /> 结果非常鲜明。<br /> 这也提醒了我们，在品牌和产品的推广中，一定要做好“用户参与”设计，维护品牌的感受价值。<br /> 因为，在互联网时代，每一个用户都是你的媒体</span><br /> <b><span style="font-family: Arial; letter-spacing: 0.4pt; font-size: 16.5pt;"><o:p></o:p></span></b></h1> !-- E product-detail-simple --></div> </div> </div> </div> </section>  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