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□ 胡立彪
名人效应的第一效应是什么?答案应该是利。时下有个新词就是对这一效应的贴切解释——粉丝经济。人成名了就有钱了,其逻辑基础就是“粉丝经济”。不过,既然是经济现象,就受经济规律制约,这就决定了以名求利是有规则和限度的。对名的过度透支不仅赚不来多少利,反会对名造成巨大伤害,以致名利双失。
最近有媒体关注时下明星投资热,揭秘他们依靠名人效应搞“粉丝经济”的惯常路数,列举了一些搞得并不成功的案例,算是一种提醒吧。其中相声演员岳云鹏的案例最具典型性。2016年9月,岳云鹏在淘宝开设“嗨嗨匹匹岳云鹏星店”,开卖辣椒酱、烩面等河南本土美食。据悉,开店前期生意特火,仅耗辣椒一项单品月销量便达到1.86万瓶。然而,差不多一年过去之后,岳云鹏淘宝星店的生意已大不如前,曾经热卖的耗辣椒不仅价格下调了不少,月销量也近乎腰斩。
对于这种现象,业内专家分析认为,明星食品如果不对产品进行二次升级创新,只是照搬代工厂产品配方,换个贴牌包装溢价卖,这种商业模式肯定走不远。明星投资食品产业自带品牌和流量优势,前期会吸引大批粉丝消费者,但最终还是要从品牌回归到品质本身,当高定价无法和品质形成匹配,无法和原厂产品形成差异化竞争时,也就撑不起重复购买率,销售量和定价势必要出现大幅下滑。事实上,岳云鹏的网店委托了8家代工厂,为其生产鸭脖、辣酱、豆干、蜂蜜、烩面、芝麻油等近10个类别的商品。这些贴上“岳云鹏”标签的商品除了价格贵一些,品质上不比原厂原牌商品好。
没有产品本身的差异性,而仅靠明星效应包装商品,赚得一时的钱,却赚不了长久。毕竟,商品是要吃要用的,性价比才是根本,“明星”光环解不了饿、顶不了用。还有一个更实在的问题是,不少明星投资食品产业大多采取一对多的贴牌生产模式,这也对品牌差异化及质量控制带来了挑战。这种多品类、多生产线、多厂家的生产及管理跨度很大,质量控制及食品安全风险较高,而当下多数明星食品公司大多是轻资产运作,用“刷脸”换销量式营销,在后端品控上投入力度较少,这对明星食品来说是巨大风险。
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