文 | 创业最前线 胡芳洁

编辑 | 蛋总

11yue，laoguohuopinpaibaiquelingzuoleyitang“guoshanche”。

11yue19ri，yizeguanyubaiquelinghuazhuangpinshexiantianjiajinyongyuanliaodexiaoxidengshangweiboresou，baiquelingzhanzailefengkoulangjian。

shiqingdeqiyinshi，weiboshangyouyonghushaichuyizhangluokuanweishanghaishiyaopinjianduguanlijudejubaodafushu，shanghaishiyaopinjianduguanlijuchengzaijinnian9yueshoudaoguanyubaiquelinghuazhuangpinshexiantianjiajinyongyuanliaodejubaohou，“jinghecha，yinjubaoneirongjibenshushi，wojujuedingliandiaocha。”gaineironghenkuaidengshangweiboresoudiyiwei。

zhihou，baiquelingxunsufabuqingkuangshuoming，duigaijubaoneirongjinxingfouren。

图 / 百雀羚官方微博

baiquelingbiaoshi，jubaosuoshede“yuanyeqianniutiquwu”zai2021nian5yue26riqianshuyuhuazhuangpinyuanliaomuluzhongkeshiyongdeyuanliao，cihouchutaixinguijiangqilierujinyongyuanliao，erbaiquelingzai2021nian4yue25rijiuduigaichanpinpeifangjinxingdiaozheng，2021nian5yue26rizhihoubaiquelingmeiyouzaishengchanguorenhetianjiayougaiyuanliaodechanpin，bucunzaiweifatianjiajinyongyuanliaodexingwei。

11yue20ri，jumeitibaodao，shanghaishiyaojianjuduiyubaiquelingdediaochayiyoujieguo，jingliandiaocha，weifaxianpeifangshengjidebaiquelingshuinenjingtoujinghuajiemianrucunzaiweiguitianjiajinxianyongyuanliaodeqingkuang。

suizhejianguanbumenduijieguodemingque，baiquelingsuibukebimianchengshoulepinpaishengyushousundeyali，danzheiyiguansuanshiyoujingwuxian。

buguo，jing「chuangyezuiqianxian」lejie，baiquelingzhengzaijinxingzhongdebeijubaoshixiang，bingbuzhizheiyixiang。

erchulejubaoshijian，baiquelingzaipinpainianqinghua、meizhuangxingyejingzhengzhongmianlindenanti，kenengcaishigengweijishoude。

1 谁在举报百雀羚？

“baiquelingzheigeshiqing，youhaojiweijizhepengyoudoulaiwenwole，baiquelingyijingjieshile，yaojianjuyehuiyingle。chanpindeshengchandoushizaiguojiaxiadajinyongguidingqian，jinyonghourenjiamashangjiubushengchanle。”mouguohuomeizhuangpinpaixiangguanfuzerendui「chuangyezuiqianxian」biaoshi。

suizhehuazhuangpinxingyedefazhanhekexuerenshidetigao，xiangguanbumenbuduanjiaqiangduixingyedejianguanjiyuanliaodeqianzaianquanfengxianpinggu，zaizheigeguochengzhong，zehuichuxianyuanlaikeshiyongdeyuanliao，beixiudinglierujinyongmingdan。

2021nian，guojiayaojianjufabu《guanyugengxinhuazhuangpinjinyongyuanliaodegonggao》，xinzeng3-yabianjizhangnao、xinlinglanquan、wanshoujuhuatiquwuyijicicishejideyuanyeqianniutiquwudengduokuanyuanliaojinrujinyongmulu。

“baiquelingdezheigeqingkuang，zaimeizhuangxingyebijiaochangjian，bingbushigeli，anlishuobuyinggainaozheimeda。”gaifuzerenbiaoshi，“ruguoshijingzhengduishoujubao，buyinggaibuzhidaozheigeqingkuang，zaijinyongqianshengchanshiyongshimeiyouwentide。”

baiquelingyijishanghaiyaojianjuyijingduixiangguanqingkuangjinxinglechengqinghehuiying，“duiyubaiquelinglaishuo，yeshiyiboliuliangba，xiwangtanengjiezhu。”shangshufuzerenshuo。

buguo，ju「chuangyezuiqianxian」lejie，ciciyinfazhongduoguanzhude“jinyongchengfen”shijian，zhishibaiquelingmianlindejubaozhiyi。

zai“jinyongchengfen”shijianfashengdetongshi，haiyoulingyiqiguanyubaiquelingguanggaoshexianxujiaxuanchuandejubao。

11yue20ri，shanghaishifengxianqushichangjianduguanlijugongzuorenyuanduimeitibiaoshi：“yijiedaoguanyubaiqueling‘1xiaoshijisudanwen28%’guanggaoyushexianxujiaxuanchuandejubao，zhifarenyuanjiangdiaochashifougouchenglianbiaozhun，huizai15tianneigaozhijubaozheshifoulian。”

gaijubaoshixiang，shejidaobaiquelingdadanpinlvbaoshizhenyanshuang。

图 / 百雀羚官方微博

ciqian，baiquelingcengtongguozai《geshou2024》zhiruguanggao、yaoqingmingxingdaiyandengfangshi，chixuxuanchuanlvbaoshizhenyanshuangneng“1xiaoshikuaisudanwen28%”。「chuangyezuiqianxian」jizheciqianyezaiweixinpengyouquanzhong，kandaoxiangguanguanggao。

genjushichangjianduguanlijudehuifutuisuan，xiangguanneirongjubaozhejiangzai12yue5rizuoyoudedaoshifouliandehuifu。daoshihoubaiquelinghuimianlinzenyangdejumian？jiucijubaoshijian，「chuangyezuiqianxian」shituxiangbaiquelingfangmianjinxinglejie，danjiezhifagaoshangweidedaohuifu。

baiquelingpinfanbeijubaobeihoudeyuanyinshishenme，jubaozheshifouweitongyigeren，muqianshangbukezhi。

ruguoshuoguanyushiyong“weijinchengfen”dezhiyi，baiquelingshi“tangqiang”le，neime，guanyu“1xiaoshidanwen28%”dezhiyi，zeyubaiquelingguoyujijindechanpingongxiaodechuanbotuobukaiguanxi。

2 缺失的产品心智与科学传播

baiquelinglvbaoshidanwenzhenyanshuang，shi2020niantuichudekanglaodadanpin。“1xiaoshidanwen28%”dexuanchuanfangshi，shuomingpinpaipoqiexiwangwaijielejiechanpinqiangjingdegongxiao。

neime，daodishishenmeshenqidechengfenhuopeifang，keyiqidaorucimingxian、kanchengyimeijidegongxiao？

tongguochanpinxiangqingyedejieshaokeyikandao，lvbaoshizhenyanshuangjuyoucuchengjiaoyuandanbaishengcheng、xiufukangmindenggongxiao，chanpinzhonghanyoubaiquelingzhuanyankejichengfen——yuanchuyin2.0，baohanqukeluding、qiangfuansuan、kanghuaixuesuanlinsuanzhimei。

gongkaixinxixianshi，yuanchuyinchengfenshideguomokegongsidujiagongyingjibaiquelingdekanglaochengfen。chuyuanchuyinchengfenwai，lvbaoshizhenyanshuanghaitianjialezhongzurenyuanhuaⅲxingjiaoyuandanbai、xiangguanzhiwutiquwudengchengfen。

baiquelingzhenyanshuangdetuiguanggengzhuzhongduixiaoguobenshendexuanchuan，duigongxiaochengfen、qixiaoluojidepujiquebingbuduo。zheidaozhihenduoxiaofeizheshenzhidoumeiyoutingguoyuanchuyinzheiyichengfen，gengnanyijiangkejihanliang、jishuyoushiyubaiquelinghuashangdenghao。

shijishang，bujinxiaofeizheganzhibudaozhenyanshuangdegongxiao、kejihanliang，baiquelingzijidedaogousihuyebutaiqingchu。

zaibeijingqianmendajiebaiquelingqijiandian，「chuangyezuiqianxian」xunwenlebaokuozhenyanshuangzaineideduokuanchanpindechengfen、gongxiaoxiangguanwenti，daogourenyuanjunlongtongbiaoshichanpinhanyoujixuecao、yanxianandengchengfen，bingduociqiangdiao“caobenhufu”delinian。

chengfengongxiaokepuheyonghujiaoyu，shixinshidaixiameizhuangpinpaiduiwaichuanbodehexinhuanjie，erkexue、helidechuanbofangshi，gengshijianlixiaofeizhexinrendejichu。

xianzaiguohuomeizhuangpinpaiyuelaiyuezhuzhongchanpingongxiaoyanzheng，shiyanshishujuyichengweichanpinjieshaodehexinzuchengbufen。danshi，ju「chuangyezuiqianxian」buwanquantongji，qitaguohuomeizhuangpinpai，danjihumeiyoujiangshiyanshishujuzuoweiguanggaobiaoyujinxingxuanchuandelizi。

yuanyinzaiyu，shiyanshihuanjingxiadexiaoguo，wangwangyouhenduokeguantiaojiandexianzhi，bujinyongfayongliang、shiyongzhouqixuyaojingzhunkongzhi，canyushiyanrenshuyejiaoweiyouxian。xiaofeizhenengfouzairichangtiaojianxiadadaotongyangdexiaoguo，wangwangxuyaodagewenhao。

erzaozaijinnian8yue，《shengmingshibao》jiubaiqueling“yixiaoshidanwen28%”deshuofaxiangxiangguanzhuanjiaqiuzheng，dangshibeijingdaxueshougangyiyuanyuanfuyuanzhang、pifuxingbingkezhurenwanghaiyingbiaoshi，zhenshide“kangzhou”xiaoguoyingtongguosuijiduizhaoshiyan（rct）renzheng，gaichanpindegongxiaozhishishiyanshishuju，shiyanyangbenliangxiao（jin30duoren）、weishezhiduizhaozu，zuizhongzhixuanchuanzuigaozhi，wufazhichiqixiangguangongxiaodemiaoshu。

erbeijingshengchilvshishiwusuohehuoren、lvshilizhenzebiaoshi，gaichanpindeguanggaoyushizaifalvyunxufanweinei“jixiancabian”。

jinnian8yue，baiquelingdierdailvbaoshizhenyanshuangxinpinfabuhuizhaokai，duiwaixuanchuankouhaogengshicongciqiande“yixiaoshijisudanwen28%”shengjiwei“yixiaoshijisudanwen37%”。

图 / 电视剧《繁花》插播广告

 

图 / 百雀羚旗舰店

guanggaoneirongyinfazhiyihou，baiquelingyijiangxiangguanguanggaoneirongchexia，muqianzaidianshang、guanwangdengpingtai，douyijingkanbudaoxiangguanneirong。danyouciyinfadetousujubao，haixuyaobaiquelingjixuyingdui。

laoguozhuangpinpaizaixianggongxiaohufuzhuanxingdeguochengzhong，xianranhaiyouxuduogongkeyaobu。

3 打得了营销战，拿不下年轻人

jinguanmianlinzhuduowenti，baiquelingzaipinpaichuanboshangdebufabingmeiyoufangman。

bujiuqian，brand financefabu《2024quanqiuzuiyoujiazhihuazhuangpinpinpai50qiangbangdan》，baiquelingchengweigaibangdantop15zhongdeweiyizhongguopinpai。yinci，baiquelingyebeichengyi“guozhuangzhiguan”。

gaibangdandepingjiabiaozhunjihanjinlianghaiyoudaikaojiu，danbaiquelingpinpailaohuaqueshiyigexianshiwenti。

zuoweicengjingfengmishanghaitandeshishangpinpai，baiquelingzhujianbeitieshanglaohua、meiluodebiaoqian，chengwei“mamabei”caiyongdehufupindaibiao。

“baiquelingqishizheijinianganjueshouzhongpianxianglexiachenshichang、nianjishaodaderenqun。”moumeizhuangpinpaixiangguanfuzerendui「chuangyezuiqianxian」biaoshi。zaibushaoxiaofeizhekanlai，baiquelingshishangyibeirenrenkede“haopaizi”。

lansetieguanbaozhuangdebaiquelingxuehuagao，jihushijidairendegongtongjiyi，danshizhijinri，zheikuanxuehuagaoyiranzuoweibaiquelingdebiaozhixingchanpin，baizaizhuanmaidianhuojiashang。

图 / 百雀羚官方旗舰店

erbaiquelinghaiyounaxiexinshidaidebiaozhixingchanpin，xiaofeizhedeganzhibingbuqingxi。

11yuedi，「chuangyezuiqianxian」zaibeijingqianmendajiedebaiquelingqijiandiankandao，yibiankaoqiangdehuojiashang，baifangzhejingdiandebaiquelingxuehuagao，shoujiajinzai10yuanzuoyou。

erzailingyimianhuojiashang，zeshibaiquelingmuqianzhutuidechanpinhetaozhuang，baokuomeibaidanbantaozhuang、bushuibaoshitaozhuang，yijiwangyibodaiyanzhutuidelvbaoshizhenyandanwenshuangdengxiliechanpin。

dianpuzhongyangzhantaishangwangyibodedafuhaibao，gengshibaiquelingkewangnianqinghua、gaoduanhuadezhenshixiezhao。raner，yaohuodexiaofeizheyouqishinianqingrendeqinglai，bingbuxiangdadayingxiaozhan、yudingliumingxingqianyueneiyangjiandan。

cong2014nianqi，hunanweishide《kuailenvsheng》、《kuailedabenying》、jiangsuweishide《feichengwurao》、zhejiangweishide《zhongguohaoshengyin》deng，doushaobulebaiquelingdezanzhushenying。

《youfei》、《qingyunian》、《fanhua》dengbaokuandianshijuhezuoshangzhongyoubaiqueling，zhoujielun、wangyibo、xinzhileidengdanghongmingxingyedouchengweilebaiquelingdedaiyanren。xinmeitiyingxiaoshang，baiquelingtongyangyongyouhuihuangzhanji。

zaozai2017nian，baiquelingcehuademuqinjiexinmeitichuanboxiangmu《yijiusanyi》，jiangshuleyige30niandailaoshanghaimeinvcikedegushi，yijingtuichujiuhuobianlepengyouquan。

ju“gongguanjiede007”jixinjingbaodengbaodao，gaineirongcongdangnian5yue7rikaishitoufang，jiezhi5yue11rizhongwu12dian，leijizongpuguangliangzhishaozai1yiyishang，zongyueduliangbushaoyu4000wan。

raner，zheiyangdejingdianyingxiaoanlixia，qizhutuidebaiqueling“yueguangbaohe”taozhuangjiezhidangnian5yue11rizhongwujinyudingchu2311jian，an346yuan/taojisuan，xiaoshoueyue80wanyuan。

chuanboliangyuxiaoguodefancha，youguanggao、yingxiaojierenshizongjierenwei，zheiqiyingxiaohuodongsuanbushangchenggong，zhuyaoyuanyinzaiyuzhanlvehecelvechuxianlerenzhicuowu，guanggaobichanpingengchuquan。

ciwai，jintongguoouxiangmingxingdaiyanlaishixianpinpaidenianqinghuabingbuxianshi。

baiquelingxianrendaiyanrenwangyibosuiranyongyoujiaodadeliuliang，danqianyuehoudechengjiaowangwanglaizifensiqunti，bujinshouzhongjiaoweijuxian，zheileigoumaiwangwangyumingxingzhijieguagou，yidanmingxingchuxianyulunfengxianhuohezuozhongzhi，duipinpaixiaoliangyehuidailaibuxiaodechongji。

pinpaizhenzhengdenianqinghua，wangwanggengyilaiyuchanpin、qudao、pinpailiniandezonghefali。

4 渠道与产品转型，关键之战

ju「chuangyezuiqianxian」guancha，zaicujinxiaoshouzhuanhuagengweizhijiededianshangqudaoyunyingshang，baiquelingtongyangyecunzaixinjiujiaotidekunjing。

zuoweilaopaiguohuo，baiquelingciqianxianxiaqudaoyoushixianzhu，yudarunfa、woerma、quchenshidenghezuoguanxijinmi。erzaozai2010nian，baiquelingjiukaishitansuodianshangqudao，bingzaitaobaokaishepinpaiqijiandian。

zhengshiyinweigongsiduiqudaobianqian、liuliangzouxiangdeminganxing，shidebaiquelingdemingzimeiyouxiaoshiyuxiaofeizheshiye，haizaijingzhengjiliedemeizhuangshichangshizhongzhanjuyixizhidi。

2015nianzhi2017nian，baiquelinglianxusannianchengweitianmaomeizhuangshuang11jiaoyibangdandiyiming。

 

zheibujindeyiyugongsijishidexianshangzhuanxing，yeyuanyubeihoudaiyunyingshangdezhuli。

zai2015nianzhi2017nianjian，baiquelingshitaobaodaiyunyingshangyiwangyichuangdezuidakehu，duiqinianshourugongxianzhanbijunchaoguo70%。

dan2019nianzhihou，xianshangjingzhengriqujilie，guojipinpai、bentupinpaidouzaijiasuzhuanxinghebuju，baiquelingsihubingmeiyouzuohaozhunbei。

2019nianshuang11，yuanjihuacanyulijiaqishuang11huodongdebaiqueling，zaijingguojitiandeyugaohou，quebingmeiyouruyuechuxianzailijiaqizhibojian，ershizhuantouweiyazhibojian，zheiyinfabushaoxiaofeizhetucao，shenzhiyidudengshangresou。

zheiyi“bushouxin”xingwei，bujinshanghailepinpaixingxiang，yebaolulebaiquelingzaidianshangcelveshangdebuchengshu。zheiyinian，baiquelingtianmaoshuang11paimingjiangdaodi7wei。

henkuai，baiquelingdianshangcelveyinglaidazhuanzhe。

2020nian8yue，baiquelingyuyiwangyichuangqiandingxindehezuoxieyi，zi2020nian10yueqi，baiquelingjiangtianmaoqijiandianshouhuiziying。cihou，baiquelingjiangjingdong、tianmaochaoshi、weipinhuiyewujunshouhuiziying。

2020nian，waibuhuanjingyingxiang，jiashangbaiquelingzishendeyunyingdiaozheng，cengjingbajubangdanqianliedebaiquelingzhujianbaixiazhenlai。2020nianzhijin，baiquelingcongtianmaoshuang11dacubangdanzhongxiaoshile。

yingxiao、qudaowentishiyifangmian，pinpaiyaobaochishengmingli、shixiannianqinghuazhuanxing，chanpinligengshijichusuozai。

shijishang，baiquelingyeyishidaolezheiyiwenti，bingzai2020niankaiqipinpaishengji，yikejizhanlvezhongxindingyizhongguoshicaobenhufu——“kejixincaoben”，tansuo“gaoxiaokeji+dongfangcaoben”deronghe。

yeshizaizheiyinian，baiquelingyushengwukejijutoudeguomokedachengzhanlvehezuo，deguomokeweibaiquelingtuichuzhuanyancaobenhuoxingchengfen—yuanchuyinprovta，jiyuzheiyichengfen，baiquelingdiyidaizhenyandanwenxiuhuxilieshangshi。

qudao、pinpaidingweidezhuanxing，zhijinyijingguoqulejinsinian，wulunshicongdianshangdaiyunyingdaopinpaiziying，haishixianggongxiao、kejihufudezhuanxing，baiquelingdexuanzedoubukeweibuzhengque，dangongsimuqiandechujingqueyiranyouxie“ganga”。

“guoqu，baiquelingzaishichanglizudejibenpanweiqudao。danshi，xiangbiqitaguohuopinpaiheguojipinpailaishuo，baiquelingdechanpinheyanfayoushibingbumingxian。bushishuobaiquelingmeiyouzaizuo（yanfa），shitadekeyanhaimeiyouxingchengtixihezhandouli。”youmeizhuangxingyerenshicengzheiyangduimeitifenxi。

hexinchengfenyikaogongyingshang，dadanpinchuanboluojicunzaipiancha，zheixiedoushimingxiandewentisuozai。erbaiquelingdeziwofanshenghediaozhengyezaijixu。

2024nian，baiquelingshoucishelile“shouxijishuguancto”gangwei，jinnian7yue，yuanpolaiyashouxiyanfaguanjiangligangjiexiazheiyizhongren。

xitongde、youjingzhenglideyanfatixi，jiangzhenzhengzhichengchanpinduandezhuanxing，ertiehexiaofeiduanxuqiude、kexueyoushuofulideneirongcelve，mingxianbigaodashang、guojihuadechuanbo，gengnengrangxiaofeizhetingjinqu。

zhengzaijingshouduolunchongjidebaiqueling，zhendezhunbeihaolema？