聊聊从熟知到性感的体验

<p style="text-align: center;"><img class="rich_pages wxw-img" data-backh="121" data-backw="370" data-cropselx1="0" data-cropselx2="390" data-cropsely1="0" data-cropsely2="575" data-ratio="1.5197740112994351" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwVOaA7FAucfGlibkoEcfqDjjlI7IymK65uUkxYZTeb3HrX4X4enfbMbk1VDeR2ib2q7IwGOTuSq0xA/640?wx_fmt=png" data-type="png" data-w="354" style="color: rgb(0, 0, 0);text-align: start;white-space: normal;font-family: Optima-Regular, PingFangTC-light;font-size: 18px;letter-spacing: 1px;background-color: rgb(255, 255, 255);box-sizing: border-box;caret-color: rgb(255, 0, 0);text-indent: 36px;visibility: visible !important;width: 160px !important;" /></p><p style="text-align: center;"><br /></p><p style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5440000295639038px;white-space: normal;text-align: left;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);box-sizing: border-box !important;word-wrap: break-word !important;"><br /></p><p style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5440000295639038px;white-space: normal;text-align: center;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);box-sizing: border-box !important;word-wrap: break-word !important;"><span style="font-style: italic;outline: 0px;max-width: 100%;font-family: 微软雅黑;font-size: 18px;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;">「&nbsp;从隐形需求出发，</strong></span></p><p style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5440000295639038px;white-space: normal;text-align: center;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);box-sizing: border-box !important;word-wrap: break-word !important;"><span style="font-style: italic;outline: 0px;max-width: 100%;font-family: 微软雅黑;font-size: 18px;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;">洞察客群的期待与渴望，</strong></span></p><p style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.5440000295639038px;white-space: normal;text-align: center;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);box-sizing: border-box !important;word-wrap: break-word !important;"><span style="font-style: italic;outline: 0px;max-width: 100%;font-family: 微软雅黑;font-size: 18px;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;">探索新赛</strong><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;">道&nbsp;</strong></span><strong style="font-family: 微软雅黑;font-size: 18px;font-style: italic;outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;">」</strong></p><p style="text-align: center;"><br /></p><section data-role="outer" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;"><section data-role="outer" style="outline: 0px;max-width: 100%;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;"><section data-role="outer" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;"><section powered-by="135编辑器" style="outline: 0px;max-width: 100%;letter-spacing: 0.544px;color: rgb(75, 75, 75);font-size: 16px;text-align: center;font-family: PingFangTC-ultralight;box-sizing: border-box !important;word-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;outline: 0px;max-width: 100%;justify-content: center;letter-spacing: 1.5px;line-height: 1.5em;font-family: Optima-Regular, PingFangTC-light;text-align: center;box-sizing: border-box !important;word-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;display: inline-block;width: 316.797px;vertical-align: top;box-shadow: rgb(0, 0, 0) 0px 0px 0px;height: auto;border-top-width: 1px;border-top-style: solid;border-top-color: rgba(205, 202, 202, 0.83);border-top-left-radius: 0px;box-sizing: border-box !important;word-wrap: break-word !important;"><section powered-by="135编辑器" style="outline: 0px;max-width: 100%;text-align: justify;line-height: 1;box-sizing: border-box !important;word-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;"><br style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;" /></p><p style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;letter-spacing: 0.5440000295639038px;text-align: center;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);font-size: 12px;">全文共7042字，预计阅读时间20分钟</span></p></section></section></section></section></section></section></section></section><p style="text-align: center;caret-color: rgb(0, 0, 0);white-space: normal;"><br /></p><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(214, 214, 214);color: rgb(0, 0, 0);font-size: 15px;">本文12大核心观点：<br /></span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">1.&nbsp;产品逻辑需要从制造“熟知体验”转变为创造“性感体验”；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">2.&nbsp;客户需求有2种：一种是显性需求、一种是隐性需求；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">3. 传统的标准化产品已不具备高溢价能力，房地产的“通胀时代”已过；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">4. 关注“倒马斯洛需求理论”，把获得尊重和实现自我上升为人生更为重要的追求；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">5. 当下市场的竞争比拼是以价格为中心，至于艺术、浪漫元素可谓是少之又少；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">6. 需要把消费者还原成“人” ，以全景洞察、精准把脉的形式，努力理解客户；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">7. 身体的需求是有限的，精神的欲望是无限的；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">8. 供给的创造指的是精神的共鸣，它是无止境且丰富多彩的；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">9. 隐形的需求，购买时彷佛就是在找“真爱”，而显性的需求总是无休止的“比价”；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">10. 当下的房地产处于一个大时代的拐点，一边黑铁、一边钻石；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">11. 隐形的需求更多是期待与渴望，而不是行为与姿态；</span></strong></section><section style="text-align: left;line-height: 2em;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-decoration: none;font-size: 15px;">12. 对标汽车细分市场，区别不在于总价，更多的是一种价值偏好，情感表达。</span></strong></section><p style="text-align: left;line-height: 1.75em;"><span style="background-color: rgb(214, 214, 214);font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;"><br /></span></p><p style="text-align: left;line-height: 1.75em;"><span style="background-color: rgb(214, 214, 214);font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;"><br /></span></p><section style="text-align: center;caret-color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="font-size: 17px;"><strong><span style="color: rgb(0, 0, 0);font-family: PingFangSC-ultralight;caret-color: rgb(0, 0, 0);letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">【前言】</span></strong></span></section><section style="text-align: center;caret-color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><br /></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">在上篇“聊聊客户细分的第三维度”一文中，我提到</span><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">“产品为王”</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">的时代来了，即好产品的溢价将大幅提升，产品逻辑需要</span><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">从制造“熟知体验”转变为创造“性感体验”</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">。</span></span></section><section style="text-align: left;line-height: 1.75em;"><br /></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">有读者表示费解：</span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">什么是熟知的体验？</span></strong></span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">什么是性感的体验？</span></strong></span></section><section style="text-align: left;line-height: 1.75em;"><br /></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">本文结合最近看的几本书及关注的一些事、过去做的一些客研案例，着重来聊聊这个话题。在这行业寒冬，希望能给您一些启发及暖意。</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="font-size: 15px;"><strong><span style="font-family: 华文仿宋;">&nbsp;</span></strong></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">我们知道，产品的本源来自于客户需求，客户需求有2种：</span><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">一种是显性需求、一种是隐性需求</span></strong><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">。</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">于是，挖掘“客户需求”通常也有2种路径，一种是匹配，基于物理属性需求逻辑上的自洽，主要就是显性需求；另一种是引领，基于精神属性，找到未知的共鸣，更多是隐性的需求。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><br /></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><br /></section><p style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 3em;"><span style="font-size: 20px;"><strong><span style="text-indent: 56px;font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;text-align: center;background-color: rgb(255, 255, 255);color: rgb(0, 0, 0);">【01】</span></strong></span></p><section style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 17px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;text-align: center;background-color: rgb(255, 255, 255);text-indent: 56px;color: rgb(0, 0, 0);">熟知的体验=标准化的显性物质匹配</span></strong></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><br /></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">从供给创造，即产品维度而言，在供应充足的市场，千人一面的显性需求已充分满足，</span><span style="font-size: 15px;"><strong><span style="caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">传统的标准化产品不具备高溢价能力</span></strong></span><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">，同时也逐渐丧失获得快速销售的优势。未来的市场机会在于对客户说不清或无法公开表达的隐性需求的挖掘。</span></section><p style="font-family: 0 0 0;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><strong><span style="font-size: 13px;font-family: 华文仿宋;"><br /></span></strong></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图1：隐形需求的图示化案例</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.49453125" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqJ51JBF3J36pkukYia1t3Vc9EWoB6LUxwwtz1eKLELIXicOPZEe7XIJkA/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="font-family: 0 0 0;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><br /></p><p style="font-family: 0 0 0;text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">什么是标准化的显性物质匹配？</span></strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">我简单截几张图，大家一看便知：</span></p><p style="font-family: 0 0 0;text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图2：标准化的产品线内容&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6388642413487134" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqQ2nQ3XLnGKTBCcKUcMNRibyU0UicuISwEvRbZ1xcgT5u3FbsCn7MM8OQ/640?wx_fmt=png" data-type="png" data-w="2254" style="" /></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图3：单体及户型的标准化示意&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.503125" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqsw6dicosaFERhG7MsyJvtGerkNcUBzDO31msvgwlaCzjDic72H6HNWCQ/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><br /></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">在此逻辑下，生命周期=户型功能、支付力=面积总价。在需求规模增长大于产品供给能力的时候，如何有效的识别主流需求，快速的标准化生产成为了竞争的核心。</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="font-size: 15px;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">用经济学来说，这个阶段属于</span><strong><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">房地产的“通胀时代”</span></strong><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">，消费力很强、生产力不足，所以如何控制成本、快速生产，提高单位时间的成品率就是核心红利。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><br /></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">但，时代真的变了！</span></section><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><br /></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><br /></section><p style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 3em;"><span style="font-size: 20px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);text-indent: 56px;">【02】</span></strong></span></p><section style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="font-size: 17px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);text-indent: 56px;">客群从“理性”转入“高感性“客群时代</span></strong></span></section><section style="line-height: 1.75em;"><br /></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="text-align: left;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">回到这个问题，还是需要回归到客户，这里借用2个模型来表达时代的变化及其差异，一个来自于大家熟知的</span><strong><span style="text-align: left;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">“马斯洛需求理论”</span></strong><span style="text-align: left;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">：</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 37px;line-height: 1.75em;"><span style="text-align: left;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">拼爹的“90后”“00后”首置客户和经过多年积累的“70后”“80后”首改再改客户已经超越了对生存需求的基本满足，把</span><strong><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">获得尊重和实现自我上升为人生更为重要的追求</span></strong><strong><span style="font-family: 华文仿宋;">。</span></strong></span></section><p style="font-family: 0 0 0;text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;"><strong><span style="font-family: 华文仿宋;font-size: 14px;"><br /></span></strong></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图4：倒马斯洛需求理论&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.496875" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqrM54YMicoxu5iaQZIMMkubWEWcGCwk0mQb4iacbLQKAfwohhwyM5ibVJcw/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><strong style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 等线;font-size: 14px;text-align: left;text-indent: 30px;"><span style="font-family: 华文仿宋;"><br /></span></strong></p><section style="text-align: left;line-height: 1.75em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">这方面我想，通过对工作的态度差异就能充分的体现出来，从“搞钱最重要”到“开心就好”就是个深刻的历史变化。</span></section><section style="text-align: left;line-height: 1.75em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">当然还有一个更大的变化在于，眼下还有能力改善的“70后”“80后”基本上都是社会的中上层，物质上的满足已相对充分，</span><strong><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">精神的回归成为更加刚性的需求</span></strong><strong style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 等线;font-size: 14px;text-align: left;text-indent: 30px;"><span style="font-family: 华文仿宋;">。</span></strong></span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><strong style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 等线;font-size: 14px;text-indent: 30px;"><span style="font-family: 华文仿宋;"><br /></span></strong></span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">第二个模型来自于叶茂中的</span><strong><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">《冲突》</span></strong><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">，左右脑体系下的感性与理性更多的细分差异。</span></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><br /></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图5：左右脑思维的属性差异</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.428515625" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqqXPOx8NgW8N0krcESsic2j93OKcvNibJRMNvREiaPduWYAonsbqGxpiacQ/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><br /></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图6：左右脑思维的消费价值观</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.391796875" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqKAburDnIyia7DLgzAawbicWGX3aPYhuZ7sa5a6GibTicszIg00E70Zic0wg/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><br /></p><section style="text-align: left;line-height: 1.75em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">通过心理学家的研究，我们不难发现：</span></section><section style="text-align: left;line-height: 1.75em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><ul class="list-paddingleft-2" style="list-style-type: square;"><li style="font-size: 15px;"><section style="text-align: left;line-height: 1.75em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">左脑追求价格，右脑追求价值</span></section></li><li style="font-size: 15px;"><section style="text-align: left;line-height: 1.75em;"><span style="font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);font-size: 15px;">左脑追求健康，右脑追求爽；</span></section></li><li style="font-size: 15px;"><section style="text-align: left;line-height: 1.75em;"><span style="font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);font-size: 15px;">左脑追求实用，右脑追求艺术；</span></section></li><li style="font-size: 15px;"><section style="text-align: left;line-height: 1.75em;"><span style="font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);font-size: 15px;">左脑追求性价比，右脑追求浪漫；</span></section></li><li style="font-size: 15px;"><section style="text-align: left;line-height: 1.75em;"><span style="font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);font-size: 15px;">左脑的理性思维，往往会带来更多的限制和分析；</span></section></li><li style="font-size: 15px;"><section style="text-align: left;line-height: 1.75em;"><span style="font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);font-size: 15px;">右脑的感性思维，往往会带来更多的欲望和冲动。</span></section></li></ul><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">对应到房地产领域，可以清晰的发现，过去我们比拼是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">以价格为中心</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">，不断研究如何偷面积、搞赠送，本质是提升肉眼所见的性价比，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">至于艺术、浪漫元素可谓是少之又少</span></strong><strong style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 等线;font-size: 14px;text-indent: 14px;"><span style="font-family: 华文仿宋;">。</span></strong></span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><p style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">所以，在我看来，研究的底层逻辑是有很大差异的，什么过去的研究案例根本就不重要，正是因为过去的方式导致了当下的行业困境，产品深度内卷，卷得看都不想看，除了问问天天在变化且发生的客户、销量，产品上很少给人惊喜或者好奇感。</span></p><p style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);font-size: 15px;"><br /></span></p><p style="text-align: left;line-height: 1.75em;"><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);font-size: 15px;">渴望用同样的做事方法，得到不一样的结果，就是单纯的理想主义。</span></strong></p><section style="text-align: left;line-height: 1.75em;"><br /></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">但，如何洞察右脑的感性需求呢？</span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-size: 14px;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></section><p style="text-align: left;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-size: 14px;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></p><p style="text-align: center;line-height: 3em;"><span style="font-size: 20px;"><strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;text-indent: 56px;background-color: rgb(255, 255, 255);">【03】</span></strong></span></p><section style="text-align: center;line-height: 1.75em;"><span style="font-size: 17px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 56px;">客群需求洞察方式的变化</span></strong></span></section><section style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><br /></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">由于时代的演变，客户研究的重心必须从功能物质需求转向人文精神需求的深度挖掘。史蒂芬·柯维认为，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">一个完整的人</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">包括四个方面：</span></span></section><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></p><ul class="list-paddingleft-2" style="list-style-type: square;"><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">健全的身体；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">可独立思考和分析的思想；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">可感知情绪的心灵；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">以及可传达灵魂或精神世界。</span></section><p><br /></p></li></ul><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图7：非物质方面的3个关联&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5419734904270986" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqPWfYCpGz2VHsJ0E3VvvBEhZZmdlmQrublAK9QxZzVUZVrqApJUVK3w/640?wx_fmt=png" data-type="png" data-w="1358" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">具体可以解读为：好的产品不是产品参数的匹配，而是精神方面的关联，具体包括</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">思想关联、心灵关联、精神关联</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">。比如单从名称上的一些联想：</span></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></p><ul class="list-paddingleft-2" style="list-style-type: disc;"><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">苹果&nbsp;——伊甸园的苹果第一次改变了世界，乔布斯的苹果则再一次改变了世界，隐喻这是个划时代革命性的产品；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">星巴克——源自赫尔曼·梅尔维尔（Herman Melville）的著名小说《白鲸》，隐喻一种美好的生活方式；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">亚马逊——来自世界上流量、流域最大、支流最多的河流，隐喻它的包容性、多元性。</span></section></li></ul><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">&nbsp;</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">说到精神，自然就涉及到高度的不确定性，另一方面也蕴含着丰富性，同一事物的解读可以包罗万象。相对与物质属性的需求洞察，有以下特点：</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><ul class="list-paddingleft-2" style="list-style-type: square;"><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;">用户投票不等于用户需求；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">客户给不出答案；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">客户只有目标和需求；</span></section></li><li style="font-size: 15px;"><section style="line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">没有捷径可以得出全新的客户需求。</span></section><p><br /></p></li></ul><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图8：我要一匹更快的“马”</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6459143968871596" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqo6fnyAZgTfhMwJ3LFuV4iaFZZmfjx3OZbj8CYendZrVyKTmubeibibp3w/640?wx_fmt=png" data-type="png" data-w="514" style="" /></p><p style="text-align: center;"><br /></p><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">在客户研究上，必须摆脱过往割裂消费者（仅片面研究与产品直接关联的方面），粗暴地“头痛医头脚痛医脚”，客户说要什么就给什么的功利式研究模式。<br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">而应</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">把消费者还原成“人” ，以全景洞察、精准把脉的形式</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">，努力理解客户，寻求能让客户震动、惊喜的真正的杀手级隐性核心需求。</span></span></section><p style="font-family: 0 0 0;text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-size: 14px;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图9：儿童每一个举动都有背后的原因&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7038123167155426" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXq0LAz4fiaJib7lvcXaVicKoWTYv9mh124icCzyaq4ZD2AqqkAibORuE5Clicg/640?wx_fmt=png" data-type="png" data-w="2046" style="" /></p><p style="text-align: center;"><br /></p><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">我们必须走进客户的世界，与客户在一起，我们是否清楚地知道我们的客户每天都在考虑什么问题？什么让他们头疼甚至睡不着觉？他们的时间、精力、资源如何安排？他们期待着什么样的服务，哪怕仅仅是个不清晰的、一闪而过的念头？他们时常在抱怨什么？</span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">对应到当下客户研究方面，定性更多的是物质层面的挖掘，而访谈则是精神层面的洞察，也许是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">一个表情、一个动作、一个语气，都代表着不一样的含义</span></strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">。</span><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">我经常说访谈是个手艺活，类同“冰山理论”，下面的未知比我们想象中，需要使劲挖。</span></span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">但，还是很抽象！</span></section><p style="text-align: left;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></p><p style="text-align: left;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></p><p style="text-align: center;line-height: 3em;"><span style="font-size: 20px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;text-indent: 56px;background-color: rgb(255, 255, 255);caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);">【04】</span></strong></span></p><section style="text-align: center;line-height: 1.75em;"><span style="font-size: 17px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);text-indent: 56px;">性感的体验=精神的共鸣</span></strong></span></section><section style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><br /></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">很多人说，性感的体验不好理解，有没有什么案例？</span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">先看下叶茂中举例的6个杯子的故事：</span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">伟大的品牌最终和消费者沟通的一定是高于产品、高于需求的理念，来自人类的欲望，比如下面的六个杯子。</span></section><p style="text-align: left;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图10：从水延展出来的6个精神属性产品&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6015037593984962" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqb8IwhrTUB5ehiaAsWE3nR2M0icIxdwicNrjtw8wA3PVfFu2U2jNRL2qqg/640?wx_fmt=png" data-type="png" data-w="2394" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">身体的需求是有限的，精神的欲望是无限的</span></strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">比如，好身材是所有人的需求，但坚持锻炼并不容易。你必须激发他们的“炫耀欲望”，激发他们想象晒出自己的跑步路线，晒出自己的人鱼线、马甲线、肌肉照之后，引发的围观和尖叫，制造出“炫耀性”的新冲突，才能激发他们持续地锻炼下去。</span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">再来看下我们郑老板的新作品，重庆花样年</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">“千寻的花果山”</span></strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">。</span></span></section><p style="font-family: 0 0 0;text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;"><span style="caret-color: rgb(0, 0, 0);font-size: 14px;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);"><br /></span></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图11：装修中的千寻的花果山售楼处外景</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.47421875" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqT3XCXNesuJlSPobYuh5FahrG2YZQ9viau2jXsguibfQMu9mnO720giaHg/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><br /></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图12：装修中的千寻的花果山售楼处内景</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1.3333333333333333" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqic895S90hvpnRPh3ogH2YT3ROuaOVcUy6rFhjnribgSQoNQrcMJMIibVg/640?wx_fmt=png" data-type="png" data-w="1440" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">我并不是想在这想说老板的创意好，这个还需要市场去验证，而是想说这是个房地产领域需求创造的例子，基于精神属性的探索案例。他告诉我是这样的：</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);font-size: 15px;">从项目周边的火车轨道，讨论到了美好感人且好奇旺盛无惧的千与千寻，考虑以“千与千寻”开题，但不是做贴皮的网红打卡点，而是通过产品打造，效果呈现，表达一种“千与千寻”式的人生态度，生活理念，价值主张。抓手式声光色影味，吃喝玩乐灵（灵指的是跟灵魂修行相关的内容）。</span></strong></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">当然，不同的人可以有不同的解读，对于上面的售楼处，有人说是奢侈品卖场、有人说是能量中心、有人说是朝拜圣地。我认为无所谓，都可以，有了自己的理解，它就有价值，而不是冰冷的卖房子而已。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">于此，想说的是，年前我一直说行业的变化，或者说机会来自于从需求的增长到供给的创造，用2个小案例说明，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">供给的创造指的是精神的共鸣，它是无止境且丰富多彩的。</span></strong></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">行业这些年，真正能让大家记住的好产品“少之又少”，说来说去就是那几个，文旅就是阿那亚，非文旅就是麓湖，下文会结合汽车简要说下我对这2个差品的理解。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">落位到不同项目的困难点，也可以从这个角度出发，寻找答案，类同另一个小案例：霍克尼的好时光，简要分享下它以</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">“故事线”为主题定位逻辑</span></strong><strong><span style="font-family: 华文仿宋;">：</span></strong></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><strong><span style="font-family: 华文仿宋;font-size: 14px;"><br /></span></strong></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图13：基于故事线的定位逻辑示意</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.46017699115044247" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXq1dkbC1WsZMzCnZmMrNgxVc25dzLF22OgGOTna0t1PfokN20Oo7sEeA/640?wx_fmt=png" data-type="png" data-w="1356" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">这个项目已经挺贵的，事实证明，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">故事线是有溢价的</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，哪怕是不那么发达的西部重庆，不那么成熟的近郊区。但我仍认为，故事线+方案落地，才是真正的</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">好奇、旺盛、无惧</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，画饼之后，用实际行动去验证，去探索，不然就是贾跃亭，这肯定不行。</span></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">故事线溢价的大师应该是奢侈品</span></strong><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">，</span><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">功能完全一样，材料做工好一些，审美可以理解为大不同，价格可以是100倍，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">故事及标签化的演绎叹为观止</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">最近的新闻，奢侈品牌纷纷提价，使得二手市场也出现升温，&nbsp;“妥妥的理财产品”，“投资不如买包”等词条也成为热搜，都说经济不景气，不景气的只是你和我，没有他。</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图14：关于故事化及品牌化的演绎逻辑&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5437037037037037" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqyAyQn402V6ffDVFZ2hCtjg5KfJshRH3EzTicldrZichTX4EQgxpxF6NQ/640?wx_fmt=png" data-type="png" data-w="1350" style="" /></p><p style="text-align: center;"><br /></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图15：经常排队还买不到的&nbsp;“爱马仕”外景</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6193548387096774" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqYPrRaojbyTqZbRJ9kujUJXhbJEziaNIMFHJeAxbztR4q4AnOz0D60Vw/640?wx_fmt=png" data-type="png" data-w="2325" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">我也不太懂奢侈品，很遗憾没有买过，也不知道到底是啥体验？购买前的动机、购买时的兴奋、购买后的喜悦？欢迎有消费经历的读者来补充补充。但我知道它跟“地摊经济”所卖的衣服，底层逻辑及竞争方式是不同的。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">或许就是本文所说的一个是隐形的需求、精神的共鸣，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">购买时彷佛就是在找“真爱”</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">；另一个是显性的需求、物质的匹配，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">购买时总是无休止的“比价”</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">。联想到当下的房地产项目，99%好像都还处于比价阶段，除了说我各种好，价格实惠外，好像没啥销售用词。</span></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">这个卖衣服案例给了我3个启发：</span></strong></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);"><br /></span></strong></p><ul class="list-paddingleft-2" style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><li style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;font-weight: bold;"><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">产品及品牌溢价可以是巨大的；</span></strong></section></li><li style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;font-weight: bold;"><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">基于精神和物质的竞争逻辑是完全不同的；</span></strong></section></li><li style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;font-weight: bold;"><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">当下的房地产处于一个大时代的拐点，一边黑铁、一边钻石。</span></strong></section><section style="line-height: 1.75em;"><br /></section></li></ul><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">除了服装，有没有更多的其他成熟行业案例呢？</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><section style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 3em;"><span style="font-size: 20px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;text-indent: 56px;background-color: rgb(255, 255, 255);">【05】</span></strong></span></section><p style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 17px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);text-indent: 56px;">行业对标的启发</span></strong></span></p><p style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;line-height: 1.75em;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">每当我对行业方向有些迷茫时，我总会去对标下汽车、手机等成熟行业，或许可以更清晰的洞察到对未来的一些趋势。</span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">如果用上文的逻辑来比较的话，当下房地产行业的竞争逻辑就是手机行业从“诺基亚”到“苹果”时代，虽然人手都一台诺基亚，类同当下房地产所谓的行业见顶，进入容量天花板的论调一样，但不妨碍苹果再次伟大，从表面的显性需求出发，手机就是沟通工具，所以打电话、耐用耐摔、要性价比就是真需求、真赛道；但</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">从隐形需求出发，手机可以是一个玩具、一个礼物，可以酷、可以爽、可以浪漫</span></strong><strong><span style="font-family: 华文仿宋;">。</span></strong></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="font-size: 15px;"><strong><span style="font-family: 华文仿宋;"><br /></span></strong></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">对标汽车，特斯拉的崛起也是如此，2017年乘用车年销量2471.83万辆就是行业天花板，从2018-2020年销量上看，也确实如此，每年减少0-100万辆不等，也是所谓的容量天花板，行业也是一片黑暗。特斯拉挖掘到了，汽车不仅仅是交通工具这个显性需求，还可以是人机互动、数据交互的新场景，除了更加愉悦及智能的驾驶体验，叠加自动驾驶后，它还可以是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">一个咖啡厅、会议厅、会客室、卡拉OK房</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">等等，也是一个供给创造需求的落地案例。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">从具体数据来看，2021年1-12月新能源汽车产销分别完成354.5万辆和352.1万辆，同比分别增长159.5%和157.5%，市场占有率提升至13.4%，较2020年增长了8个百分点，这就是所谓的</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">结构机会</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，赛道转换后的巨大可能。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">我想房地产正处于这个转变的节点，虽然总需求稳定了，但是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">类同新能源这样新的赛道刚刚起步，基于精神挖掘的产品红利巨大</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">。抛开特斯拉，即使从长城、比亚迪的股价就能看的出来，结构机会的威力超乎想象。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图16：汽车行业的结构机会红利&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.8333333333333334" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqfQQaNdByPZCBnzbfhibZJk1YQ1CyhU845icK5xQhUUxygHxETTAJFhIw/640?wx_fmt=png" data-type="png" data-w="1728" style="" /></p><p style="font-family: 0 0 0;text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;"><strong><span style="font-family: 华文仿宋;font-size: 14px;"><br /></span></strong></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">当然红利归红利，代表一种可能，并不是所有人都能吃上，我们必须承认这是个少数人的时代，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">当下我们需要的是先掉头，保证自己在正确的方向上行驶</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，多去了解下客户的24小时、衣食吃住行、消费观、成长环境、家庭背景、人生大事件等等，熟知这些后，再看居住的现状体验，再谈对居住的价值观，最后是再聊面积和价格，以及最终的产品表达。</span></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">而不是关注结果，市场什么好卖，什么就是好的，所谓的</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">面世即过剩</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，因为大家的定位逻辑是一样的。</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">市场没有的就是不能干，这个只能高端住宅干</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，这种荒谬且可笑的论点我也不知道从何而来的，人的需求本质是没有高低之分，只有取向之分，在成本适配的原则下，如何匹配；在多元个性时代，如何自洽，才是我们需要研究的，所谓的</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">“功能即审美”</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">也是种解决思路。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">也不是问需求，人最大的痛苦就是不知道自己需要啥、想干啥，特别是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">物质世界满足后，往往都是一片虚无的天空，</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">隐形需求是问不出来的。不然“躺平”怎么这么火呢？没有人是真正想躺平的，一方面找不到自我的真需求；另一方面吃不了学习的苦，能力跟不上时代的需求。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">下图是我们前几年，基于精神属性，关注客户发展到产品实现的一些构想示意：</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图17：早年客户研究的一些框架思考&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5553914327917282" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqVIV08bZhXtg8DsYW1X9lZGMxCAlYvtLEpCwxanwib9JCqYXTl78F5RQ/640?wx_fmt=png" data-type="png" data-w="1354" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">它更多是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">细微的观察、亲身的体验、深度的洞察、全局的验证、大胆的尝试</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，最后达到高效的匹配。</span></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">正如萨提亚冰山理论所说，生活只是表象，大量不可见的潜意识才造就了人与人之间巨大的差异。</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">隐形的需求更多是期待与渴望，而不是行为与姿态。</span></strong></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图18：冰山理论下的各种隐形需求&nbsp;</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1.3243055555555556" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqpuIjG8CIg0DvTFqiaBgMQTJ0VroIfYstNfTwNzG6sNGiaVNHKeiaU7ZMQ/640?wx_fmt=png" data-type="png" data-w="1440" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><br /></p><section style="text-indent: 0em;white-space: normal;text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);line-height: 3em;"><span style="font-size: 20px;"><strong><span style="font-family: PingFangSC-ultralight;letter-spacing: 0.5440000295639038px;text-indent: 56px;background-color: rgb(255, 255, 255);">【06】</span></strong></span></section><p style="text-indent: 0em;white-space: normal;text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);line-height: 1.75em;"><span style="font-size: 17px;"><strong style="letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);font-family: PingFangSC-ultralight;text-indent: 56px;">从汽车的细分市场出发看产品</strong></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><br /></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">最终，能够像汽车行业那样，延展出众多细分市场，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">区别不在于总价，更多的是一种价值偏好，情感表达</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">。我对汽车也不是很熟，简要说几个小案例，表达自己的小看法，供大家批判指正：</span></span></section><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="text-indent: 28px;text-align: justify;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="font-size: 15px;text-indent: 28px;text-align: justify;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">·&nbsp;牧马人：逍遥新锐、文艺雅致者</span></strong><span style="font-size: 15px;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);">，注重文脉和人情味，汲取艺术概念，把传统构件通过重新组合出现在新的情境中，不张扬的美充满温馨却不乏高贵，落位到住房上，也许是现代抽象，独具新意的简化装饰；由曲线和非对称线条构成，如花梗、花蕾、葡萄藤；</span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图19：&nbsp;逍遥新锐的牧马人</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.353515625" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqdkx1taLJOdWSKniakqZ4nONT9RXSBJ2Nic3EU35bKO3OZ4orMU8ayQCw/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p><br /></p><section style="line-height: 1.75em;"><strong><span style="font-size: 15px;text-align: left;caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">·&nbsp;特斯拉：标新立异，崇尚前卫，时尚美学者</span></strong><span style="font-size: 15px;text-align: left;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);">，追求时尚与潮流的装修风格，装饰设计以高品质和简约为基础，设计简洁大方，时尚，前卫，优雅，给人温暖舒适的感觉，具有更多的品质和设计感；</span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图20：&nbsp;崇尚前卫的特斯拉</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.43828125" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXq1otoX4lbicbyQ2QK0lGIWlK0muUJQXSetvbpo3OhT9icR4ZIAwpyxrpw/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p><br /></p><section style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: left;line-height: 1.75em;"><strong><span style="font-size: 15px;text-align: left;text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">· 保时捷：成就外显、身份标识，社交从容者</span></strong><span style="font-size: 15px;text-align: left;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);">，事业小有所成，向往社会地位进阶，极其看重别人对自己认可；注重产品品质，喜欢同类圈层社交，重视社交和个人的空间，注重生活的仪式感，社交元素，个性及文化的混糅。</span><br /></section><p style="margin-left:28px;text-align:left;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></p><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图21：&nbsp;成就外显的保时捷</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.406640625" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqUD4OzoUKicXsFYIy4JI7GOibPouRBCkLHpriah7A6pXDkztla4mD0fXIg/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">仔细研究下长城汽车，在换道竞争上也有不错的表现。除了熟知的哈弗，这几年新开发的好猫/白猫/黑猫、坦克等也都大卖，股价大涨也并不是毫无逻辑，感官上看它的价值表达就是完全不同，开发了2条新的赛道，WEY也是一条，或许力度不够，方向不对，效果一般。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-align: left;text-indent: 28px;background-color: rgb(255, 255, 255);font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">说回前面说的2个产品案例，我认为</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">阿那亚</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，就是类同汽车界的牧马人，北漂梦的释放，成功的可以去买个房，享受轻松自在的生活；没实现的同学周末可以跟着音乐呐喊，看看独孤的图书馆，奋斗就是孤独的。</span></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">而麓湖早年还处于城郊结合部的时候，更多是种特斯拉的角色，标新立异，崇尚前卫，各种凹造型，突出一种美轮美奂的既视感；现在区位基本城市化，完成了到成就外显、身份标识的跨越，即对标保时捷。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">其实可以有很多这种产品对标，当然不一样准确，只是我个人的一种精神感知，我认为它的核心就是不同人可以有不同的解读，在举几个最近个人的几个小发现案例：</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">比如</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">长城的欧拉系列</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，我也是最近查阅电动车销售排行榜认识他们的：</span></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">可以看下一段白猫的描述：与黑猫形成CP组合的是白猫，它同样有着不俗的产品实力。作为一款专为年轻人打造的“智能潮品”，白猫集年轻化、个性化、社交化、智能化于一身，从颜值设计到产品品质上都诠释了“不被定义，智游向往”的个性理念，成为广大爱猫人士舒享喵式生活的理想之选。</span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">欧拉正在用能与用户产生情感共鸣，拉近彼此间距离的体验式营销方式，不断扩充喵系圈层，助推用户形成品牌忠诚度，为的就是提升用户亲密度，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">真正与新世代青年同频共振</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，最终转化为高销量的达成。</span></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">以上文字是他们自身定位的说明，我个人认为目前看，之所以能取得成功，跟本文所阐述的精神竞争逻辑是一样的。</span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图22：欧拉产品系列的几只猫</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.444921875" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqkT2KHYFg4icNZfaIPea8JicN1X4naNdHVeknTw0wiaqicthODYwEr5RQWw/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><br /></p><p style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">延展到住房里头，这几只猫就是</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">城市小面积公寓类产品</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，照样可以有很多价值的表达，同样锁定年轻女性、同样可以</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">玩社交、玩智能、玩彦值</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">等，而不是定位什么投资客，玩收益率，3梯20户，一个筒子楼搞定，南向大户型北向小户型，这能卖得好才怪，地球人都知道中国房子贵、租金低。比如国外就有个小案例，算是公寓产品上的一个方向：</span></span></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 14px;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;"><br /></span></section><p style="font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-align: center;"><span style="caret-color: rgb(255, 0, 0);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.5440000295639038px;text-align: start;background-color: rgb(255, 255, 255);color: rgb(136, 136, 136);">图23：首尔松坡微型集合住宅</span></p><p style="text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.487890625" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIz2wWkyrLKnmnfPETX4hRXqBiaQMrCMFib0ibwELsNicx7IMRNQQcjUsPmV2w2RS9ibibOpCfaibz948WMRQ/640?wx_fmt=png" data-type="png" data-w="2560" style="" /></p><p style="text-align: center;"><br /></p><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><br /></section><section style="text-align: center;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 17px;">【结语】</span></strong></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">正如禾略有位朋友所说：过去是野蛮时代，未来是文明时代。</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;">也如郑老板所言，“黑铁时代”这个说法是开发商搞钱的视角，需要回到客户产品的视角去思考行业。</span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">我认为未来行业竞争，必须更换赛道，由表及里，尝试更多的方式，</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">洞察客户的隐性需求，挖掘产品内涵价值，打造从熟知到性感的体验</span></strong><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">，从而解决销售的问题，进而解决发展的问题。</span></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 28px;line-height: 1.75em;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;font-size: 15px;"><br /></span></section><section style="text-align: left;font-family: 等线;font-size: 14px;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);white-space: normal;text-indent: 0em;line-height: 1.75em;"><span style="font-size: 15px;"><span style="caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;text-indent: 28px;background-color: rgb(255, 255, 255);text-align: left;">知易行难，道路很漫长、改变很艰难，或许这就是人同人的差异，成功总属于少数人的原因。盈亏同源，每个地产人很想念当初的通胀时代，当地产通缩来临时都措手不及，但这是每个行业都无法避免的周期现象。</span><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">无论是客户研究，还是产品销售，</span></strong><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">当下我们需要努力争取在正确的轨道上行驶，向</span></strong><strong><span style="caret-color: rgb(0, 0, 0);text-indent: 28px;font-family: 微软雅黑;letter-spacing: 0.5440000295639038px;background-color: rgb(255, 255, 255);color: rgb(0, 122, 170);">精神世界出发，避免无休止的物质内卷，另一个世界更精彩</span></strong><strong><span style="font-family: 华文仿宋;">。</span></strong></span></section><p style="text-align: center;"><br /></p><section data-role="outer" style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;white-space: normal;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><section data-tools="135编辑器" data-id="85791" data-width="90%" style="margin-right: auto;margin-left: auto;outline: 0px;max-width: 100%;box-sizing: border-box;width: 500.4px;flex: 0 0 90%;word-wrap: break-word !important;overflow-wrap: break-word !important;"><section style="margin-right: auto;margin-left: auto;padding: 20px;outline: 0px;max-width: 100%;box-sizing: border-box;background-image: url(&quot;https://mmbiz.qpic.cn/mmbiz/yqVAqoZvDibGjA6hepZgFegzwp60J0wskibSjJG7V5iaJZkpK6iapgskl2QZvia20tkia7mfkByeM7zc5QC1FOuJjUVw/640?wx_fmt=jpeg&quot;);background-size: cover;word-wrap: break-word !important;overflow-wrap: break-word !important;background-position: 0% 50%;background-repeat: no-repeat no-repeat;"><section style="padding: 5px;outline: 0px;max-width: 100%;box-sizing: border-box;word-wrap: break-word !important;overflow-wrap: break-word !important;"><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-family: PingFangTC-Light;font-size: 13px;letter-spacing: 1px;caret-color: rgb(255, 0, 0);box-sizing: border-box !important;word-wrap: break-word !important;">大家如对城市研究感兴趣，想进一步交流</span></section><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-family: PingFangTC-Light;font-size: 13px;letter-spacing: 1px;caret-color: rgb(255, 0, 0);box-sizing: border-box !important;word-wrap: break-word !important;">欢迎加钟老师微信，期待观点碰撞！</span></section><p style="outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><img class="rich_pages wxw-img" data-fileid="100022019" data-ratio="1" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/AJkYaTAujIwS5riabx0rDcDAxFuaqlIxVDJsVSKBhKLPTncVXuIRkvSFbic1hOb0fyno5O5RenSYsxyYYcYJBCPg/640?wx_fmt=jpeg" data-type="jpeg" data-w="430" style="outline: 0px;letter-spacing: 0.544px;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;visibility: visible !important;width: 135px !important;" /></p></section></section></section><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><br style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;" /></p></section></section><section style="outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;text-align: center;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(255, 255, 255);background-color: rgb(136, 136, 136);box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">- 小军怼城系列持续更新中&nbsp;-</span><br style="outline: 0px;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;" /></section><section style="margin: 5px 8px;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;text-indent: 0em;white-space: normal;line-height: 2em;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: center;min-height: 1em;line-height: 1.5em;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247501240&amp;idx=1&amp;sn=9be78e8d6cf412ee6d8fc8a3b50a7725&amp;chksm=9756bf9ca021368affa8145323b472c8db160804658f95227e66f4e02813a30ef3bfc0628d97&amp;scene=21#wechat_redirect" textvalue="城市价值评估" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">城市价值评估</a>&nbsp;|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247502221&amp;idx=1&amp;sn=482a963668925980a37994a5ed71ca78&amp;chksm=9756b3a9a0213abf8fc9fe023e2b736039dcb4ffd07ca723b45b4a47d6b304c5b7bf948ad4d7&amp;scene=21#wechat_redirect" textvalue="板块价值识别" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">板块价值识别</a>&nbsp;|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247503141&amp;idx=1&amp;sn=f92488f297ea1b4b74c946428905d367&amp;chksm=9756b701a0213e17bf323cb91417bf821f9d21aa7306c8aff37dc8f477a3557f69905dec9d68&amp;scene=21#wechat_redirect" textvalue="人群特征洞察" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">人群特征洞察</a>&nbsp;|&nbsp;</span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: center;min-height: 1em;line-height: 1.5em;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247503388&amp;idx=1&amp;sn=0f062d813045673d04c4b7be347791ec&amp;chksm=9756b438a0213d2e083602e6515dbb9bb37a733263a836463d7b5a9e43ee92c538be54659260&amp;scene=21#wechat_redirect" textvalue="战略规划理解" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">战略规划理解</a>&nbsp;|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247503934&amp;idx=1&amp;sn=29dbe853caf4dea0d356e22778a4d966&amp;chksm=9756aa1aa021230c64e6b0447a3208a9136be80b0388f9c85a67816aa8e53537e3e165f8da39&amp;scene=21#wechat_redirect" textvalue="人口结构梳理" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">人口结构梳理</a>&nbsp;|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247504018&amp;idx=1&amp;sn=269c9d6c2e6915926a4cc240d7ac8dcf&amp;chksm=9756aab6a02123a00b15021f1aa6bcafc9cc1fbb4b049afd92368f33044b67dc22614f96d0a8&amp;scene=21#wechat_redirect" textvalue="价值预判模型" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">价值预判模型</a>&nbsp;|&nbsp;</span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: center;min-height: 1em;line-height: 1.5em;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;box-sizing: border-box !important;word-wrap: break-word !important;overflow-wrap: break-word !important;">|&nbsp;<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzIxMTUxMzE2Mw==&amp;mid=2247504155&amp;idx=1&amp;sn=7a312d239ffb7fd2e75a2005d48f8f1a&amp;chksm=9756ab3fa0212229e07cc62ecb672bcaeac96c08614f73cc0fd16d7de8c4be0785036e6a7156&amp;scene=21#wechat_redirect" textvalue="关于“钱”的理解" data-itemshowtype="0" tab="innerlink" data-linktype="2" wah-hotarea="click" hasload="1" style="outline: 0px;cursor: pointer;max-width: 100%;box-sizing: 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