以品牌为入口，分享案例、洞察与方法。
主理人Eva是具有实战经验的品牌战略专家，专注于时尚、美妆、大健康及新兴生活方式领域的品牌孵化和咨询；前大厂人，前消费创业者；经济学学士，欧洲Top商学院MBA。
更多分享请关注公众号【Eva的角度】。
Podcast Overview
以品牌为入口，分享案例、洞察与方法。 主理人Eva是具有实战经验的品牌战略专家，专注于时尚、美妆、大健康及新兴生活方式领域的品牌孵化和咨询；前大厂人，前消费创业者；经济学学士，欧洲Top商学院MBA。 更多分享请关注公众号【Eva的角度】。
Language
🇨🇳
Publishing Since
8/29/2023
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Recent Episodes
January 13, 2026
Vol.58 从文学热聊起：知识分子风、智性叙事与文化创新
<p>这一期我们聊聊文化创新。</p><p>当消费逻辑从“我需要我购买”转向“我是谁我购买”，品牌需要借助文化要回答的正是消费者提出的“我是谁”这个关键问题。在这期播客里，我和chacha前半段聊到了文学热、知识分子风和智性叙事，后半段对四大文化趋势：东方文化、在地文化、女性主义和同好文化进行了解析，并给出了文化创新如何落地的具体建议。</p><p><strong>时间线：</strong></p><p>00:38 从小红书文学节和miumiu文学俱乐部聊起：知识分子风与文学热</p><p>08:04 智性叙事的提出，以山下有松为例</p><p>13:45 品牌如何将文化注入，从产品叙事化开始</p><p>17:25 品牌顶层的文化创新来自创始人基因与目标人群消费文化的结合</p><p>21:17 文化传播需要有对话感、冲突感和圈层嫁接</p><p>23:17 消费逻辑从“我需要我购买”到“我是谁我购买”，押注四大文化趋势：东方文化、在地文化、女性主义和同好文化</p><p>26:24 东方文化：东方美学带来差异化，东方哲学塑造价值观（宝得意、观夏、闻献等）</p><p>36:41 在地文化：搬运、混搭和再造（席地而坐、南食召等）</p><p>42:56 女性主义：悦己她经济、喊口号和掀桌子，以及新男性主义（AAAD、理然等）</p><p>54:26 同好文化：小众亚文化品牌需要垂类兴趣爱好+身份标签，破圈需要概念提取+大众化产品与渠道体系</p><p>如果你喜欢这档播客，欢迎添加eva-liuyuan进入听友群，期待更多交流！</p>
December 23, 2025
Vol.57 从老铺黄金到宝兰：中国品牌的“奢侈品”时代到了吗？
<p>这一期我邀请了品牌专家李倩老师，一起聊聊中国本土奢侈品这个话题。从去年老铺黄金的上市到最近两家古法黄金饰品品牌连续融资，中国品牌真的要进入“奢侈品”时代了吗？</p><p><strong>时间线：</strong></p><p>02:19 宝兰融资背后的三个话题：投资、古法黄金、奢侈品</p><p>10:41 老铺黄金算不算奢侈品品牌-区分高价产品、高品质商品和奢侈品</p><p>13:13 中国早已是奢侈品消费大国，加上近年来兴起的文化自信与复兴，是否具备了诞生本土奢侈品品牌的条件？</p><p>19:29 真正的奢侈品在中国被理解为“精雅”更为准确</p><p>24:14 奢侈品消费的两大人群：中产和高净值人群，中产要不要买奢侈品？</p><p>28:11 奢侈品更多的是一种文化与物质连接的方式，代表着一种大家普遍向往的精神和生活状态</p><p>33:32 传统奢侈品市场部分地被特别的人生体验和生活方式取代，恰恰反映了消费者品味的提高</p><p>41:02 中国传统的玉器、瓷器、手工艺品能否发展出奢侈品品牌？</p><p>49:11 更早那些定位奢侈品的品牌如上下、上海滩，为什么发展远不如预期？</p><p><strong>嘉宾介绍：</strong></p><p>李倩，知名品牌专家，全网同名自媒体“李倩说品牌”。从腾讯网新闻中心主编、青山资本合伙人，再到品牌咨询机构创始人，20余年陪伴200多家企业“说清楚”品牌，拥有“品牌内容体验”、“关系品牌”等多个原创方法论。</p><p>如果你喜欢这档播客，欢迎添加eva-liuyuan进入听友群，期待更多交流！</p>
December 16, 2025
Vol.56 代际转换之间，留给老品牌的时间不多了
<p>这期我和同事Chacha一起聊了聊老品牌如何焕新这个话题，我们的品牌咨询公司「窄门创新」也一直有在帮品牌做升级、焕新、重塑的服务，欢迎感兴趣的品牌和我们联系交流。</p><p><strong>时间线：</strong></p><p>00:44 怎么看待现在大家所说的“老登品牌”？</p><p>02:58 在生活中感觉到一个品牌老了，往往是从产品开始的-南方黑芝麻糊、霸王洗发水</p><p>08:11 许多老品牌受到新兴品牌和头部品牌的双重挤压</p><p>12:27 品牌焕新的误区：只重视包装和形象、过度追求年轻化</p><p>16:21 再创辉煌不是唯一的选择-谢馥春、天美时的案例</p><p>20:38 品牌焕新两大路径：鸭鸭羽绒服-渠道销售突破同时推进品牌建设，好利来蛋糕-洞察消费文化变化自上而下重塑品牌</p><p>33:01 将技术能力运用到新赛道-薇姿从护肤到洗发的迁移</p><p>34:29 品牌重塑的起点是找到自己的初心</p><p>如果你喜欢这档播客，欢迎添加evaxiaozhuli进入微信群，期待更多交流！</p>
70 total episodes available
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Eva Xiao
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Zhao Yi
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Song Xing
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张涛
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