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日媒视角下的中国创业者:不卖商品只卖故事和创意

2017-08-27 07:30:48   新华网

日媒称,在中国不断扩大的电商舞台上,各行各业的创业者梦想着成功,向新业务发起了挑战。

据《日本经济新闻》网站8月24日报道,中国城市地区的商品日渐饱和、消费日益成熟,在这种情况下,消费者的目光不仅瞄向生活必需品,还转向了嗜好品和服务方面。在不断变化的时代,中国的创业者将如何行动?

7月上旬,浙江省杭州市举行了“淘宝造物节”,销售自主开发商品的热门网店店主汇聚一堂。

本次造物节的重点是“共鸣”。在展会上,29岁的小余以“Musicanvas”品牌销售创意复古蓝牙音箱。音箱的造型模仿老式收录机,外壳竟然是用纸做成的。乍一看去,音箱就像个纸糊的模型,但其实内部安装了蓝牙扬声器。

Musicanvas受欢迎的理由是像绘画一样的外部设计。由于外壳材料是纸,所以方便绘制各种图案。小余还利用美院学生参加的设计比赛,准备了多种外壳。音箱的购买人群也大多是和小余同龄的年轻人。小余还与美国耐克合作过,他表示,“有些人想显示个性,这个能满足他们”。

在另一个展区,还有利用旧编织袋等制作的背包、手提包和其他小商品。销售“拾用REMIX”品牌的小黄说:“想要更多中国人思考环境问题”。在价格方面,手提包卖228元,背包卖399元。拾用REMIX是设在小黄家乡广东省深圳市的初创企业,由当地主妇帮忙生产。消费者从强调设计和理念的商品中发现了附加值。

“一个地方的传统饮食文化变成商品,或许会叫人意外”,说这话的是创意玩偶品牌“梅花油”的运营团队成员小陈。梅花油的主力商品是模仿南京盐水鸭的玩偶,造型十分滑稽。小陈从北京的美术大学毕业后成立了设计公司。2012年推出了毛绒玩具鸟的卡通玩偶,到现在已经卖出3万个。这些玩偶被认为适合当成送给父母的礼物。今后,小陈打算进军使用卡通造型的加工食品领域。

小天和小林夫妇开发了以植物为主题的原创贴纸等十多种商品。小天是植物专家,相关知识丰富到足够出书。尽管夫妻俩笑着说:“只是希望大家了解植物的美”,但他们展区里的参观者络绎不绝。

法国人Pierre-Yves也抓住了中国电商的机遇。他经营的童装品牌“Tang'Roulou(糖葫芦的法语拼写)”的设计元素是上世纪70~80年代中国人的日常生活和文化。Pierre-Yves于2011年在淘宝上开店,虽然自己也建立了销售网站,但从销售额来看淘宝明显更多。Pierre-Yves表示,“因为全球中国人都在淘宝上买东西”。

日媒认为,上述案例都可以解读为商家不再被动等待需求,而是主动刺激消费者的购买欲望。很多观点认为,目前的中国经济主要依赖公共事业。在这种状况下,扩大商家的业务范围非常重要,这些商家可以刺激消费者的需求。本次淘宝造物节不仅是面向年轻人的娱乐活动,还正预示着中国消费的前景。

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