无论是明星代言，还是明星自创品牌，对于品牌方来说，明星除了流量与带货能力，更重要的是其商业价值。明星是品牌进入大众视线的超级媒介。这个超级媒介，是用来沟通大众、传递品牌信息的，不只是沟通粉丝。以明星的人设，塑造品牌形象，建立价值观共识，传递品牌精神。

无论是明星代言，还是明星自创品牌，对于品牌方来说，明星除了流量与带货能力，更重要的是其商业价值。明星是品牌进入大众视线的超级媒介。这个超级媒介，是用来沟通大众、传递品牌信息的，不只是沟通粉丝。以明星的人设，塑造品牌形象，建立价值观共识，传递品牌精神。 …

品牌营销的本质是传递信息，这个信息可以是产品卖点、可以是品牌价值观、可以是活动的发布…营销过程中，需要“简单直接”，这种“简单”并非指创意，是在逻辑上的从A到B，不要绕。

The essence of brand marketing is to transmit information, which can be the selling point of products, brand values, and the release of activities In the process of marketing, we need to be "simple and direct". This kind of "simplicity&…

“传统是薪火相传，不是崇拜灰烬”。——古斯塔夫·马勒国潮的背后，是中国文化的的复兴。“复刻”传统的东西，那叫“复古”，不是“国潮”；“国潮”是把传统文化里“具象的东西”抽象化，将艺术和文化保留下来，用新的“审美”方式，创造“新的东西”。

"Tradition is handed down from generation to generation, not from ashes of worship.".——Gustav Mahler Behind the national tide is the revival of Chinese culture."Re engrave" traditional things, that is called "retro", no…

从90后群体在做购买决策的时候价格敏感度的标尺来看，相较于单纯地选择大牌，他们愿意为自己喜欢的「品牌内涵」和「价值观」买单。

Judging from the scale of price sensitivity when making purchasing decisions, the post-90s generation are willing to pay for their favorite "brand connotation" and "values" rather than simply choosing big brands.

城市IP的设计意义 城市化浪潮的席卷下，无论去到哪个地方，相似的街景、相似的城景，同样规划的连锁品牌与商场。城市变得扁平化，“到处都一样”，而当地的个性逐渐只剩下一种现实的便利性。城市IP，通过设计使其与市场产生沟通与连结，从而给城市重新注入活力，创造全新的价值。

The design significance of urban IPUnder the wave of urbanization, wherever you go, you will find similar street scenes,similar city scenes, and the same planned chain brands and shopping malls.The citybecomes flat and "the same everywhere",…

很多公司都关注即将到来的大事件。他们热衷于新鲜热辣的事物，追逐最新的潮流和技术。 这是一条愚人之路。一旦踏上这条路，你就会关注时髦、放弃本质；把注意力放在不断变化的事物上，而不是持久的事物上。

Many companies are focusing on upcoming breaking news. They are keen on the latest trends and techniques. This is a way of fools. Once step on this way, you will follow the fashion instead of the essence; you will keep attention on constantly changing…

“文创”的意义：表层：让“文化”变得“有创意”、“有创新”。深层：让“文化”融入“生活”，让人们真真切切的“体验”到“文化”，从而实实在在的“体会”到“文化的力量”。

The meaning of "cultural creation"：Surface layer: let "culture" become "creative" and "innovative".Deep: let "culture" integrate into "life", let people "experience" to "cultu…

城市IP :不论是企业品牌，还是城市品牌，IP化都是必经之路。

City IPWhether it is enterprise brand or city brand, IP is the only way.In particular, each city has its own unique cultural feelings and life atmosphere, and has certain IP asset potential.Mastering the way to build a systematic City IP brand will st…

疫情后，线上平台无奈、直播带货崛起、线下商业拮据；“地摊经济”的出现，像一根“救命稻草”，却又被舆论迅速庸俗化、段子化、娱乐化。“地摊经济”能火多久，取决于如何看待它；认清中国市场的特色，敬畏市场经济的规律，任何一个“新物种”的出现，都有道理。存在，即合理。

To make money by selling, you have to please your users. Think that carrying a shelf is a tall one? No, consumers dont lack good products and good brands. Theres no need to choose a "conceited" brand.

要想卖货赚钱，就必须要讨好你的用户。以为端着架子就是高大上了？不，消费者不缺好产品好品牌，没必要选择一个“自负”的品牌。

To make money by selling, you have to please your users. Think that carrying a shelf is a tall one? No, consumers dont lack good products and good brands. Theres no need to choose a "conceited" brand.