這個(gè)現(xiàn)象時(shí)常在本座腦海中浮現(xiàn)，引發(fā)深深的思索：“一個(gè)品牌若涉足各個(gè)領(lǐng)域，表面上看似乎無(wú)所不能，然而當(dāng)消費(fèi)者對(duì)其產(chǎn)生膩煩情緒時(shí)，品牌的負(fù)責(zé)人往往會(huì)巧妙地以風(fēng)口為借口進(jìn)行轉(zhuǎn)變。”看似正常，實(shí)則這樣的品牌真正能拿出手、值得稱道的東西寥寥無(wú)幾。

※存在即合理

本座無(wú)意以批判的口吻來(lái)闡述，畢竟從表面上看，任何品牌似乎都擁有自由選擇自身發(fā)展方向的權(quán)利，基于“存在即合理”這一觀點(diǎn)可以推斷出，無(wú)論哪個(gè)品牌做出何種改變，基本都不會(huì)偏離廣大用戶的需求以及市場(chǎng)的變化趨勢(shì)。若問及其中細(xì)節(jié)，本座以為，乃是“認(rèn)知不同導(dǎo)致變化的程度各異”，而這些大勢(shì)所趨，簡(jiǎn)言之便是“風(fēng)口”。

從更深層次來(lái)看，這種看似賦予品牌無(wú)限潛力的自由選擇思維，使得它們能夠在市場(chǎng)中靈活應(yīng)對(duì)各種現(xiàn)象與趨勢(shì)，然而，需注意的是，這種自由并非毫無(wú)邊界，反觀當(dāng)前，諸多品牌之所以至今未能打造出經(jīng)典產(chǎn)品，實(shí)則是在發(fā)展過(guò)程中忽視了自身核心思維作為競(jìng)爭(zhēng)力的關(guān)鍵所在，一味地去追逐所謂的“風(fēng)口”與“大勢(shì)”，用一句不太客氣的話來(lái)講，這無(wú)疑是“自尋死路”。

→就如同我時(shí)常提及的那句話：“不幸之人總能羅列出諸多理由訴說(shuō)自身的不幸，而成功者唯有一個(gè)理由，那便是勇往直前。”那么，何為勇往直前？我常將其理解為“專注至極”。

若問我在手機(jī)市場(chǎng)中最為欽佩哪些品牌，答案僅有三個(gè)：魅族、錘子與索尼，即便如今或已沉寂，或在困境中掙扎，或尚能維持穩(wěn)定，然其初心始終未改，這無(wú)疑是值得稱道之處。

反觀手機(jī)市場(chǎng)的大多數(shù)品牌，在處理器競(jìng)爭(zhēng)的壓力與困境下，總是傾向于尋找各種看似合理的借口來(lái)掩蓋自身的問題，將短期利益和市場(chǎng)趨勢(shì)作為應(yīng)對(duì)的法寶，盲目跟風(fēng)涉足不同的新興領(lǐng)域，卻從未深入思考過(guò)自身的優(yōu)勢(shì)與定位究竟為何。

這就好似一個(gè)人在人生路上迷失了方向，而后試圖突圍，不斷地變換路徑，可最終呢？卻依舊無(wú)濟(jì)于事，畢竟，你曾經(jīng)的路線和思維早已被遺忘。

※風(fēng)口、大勢(shì)雖好，但只是短暫的！

無(wú)論是品牌還是個(gè)人，往往都難以抵御“風(fēng)口”的誘惑，盲目地展開多元化擴(kuò)張，看到哪個(gè)領(lǐng)域火爆便一頭扎入，就如當(dāng)下“智能汽車”領(lǐng)域頗為火熱，于是眾多品牌紛紛涉足汽車制造。

乍一看，似乎并無(wú)不妥，然而“表面無(wú)問題并不代表真的沒問題”，從更深層次來(lái)看，這些剛進(jìn)入汽車領(lǐng)域的品牌，實(shí)則并未觸動(dòng)專注于汽車領(lǐng)域品牌的固有格局，倘若真動(dòng)了這塊蛋糕，不妨設(shè)想一下，那些行業(yè)大佬會(huì)作何反應(yīng)？在我看來(lái)，盲目跟隨風(fēng)口與大勢(shì)，無(wú)疑是急功近利之舉。就像龐統(tǒng)，正是因?yàn)樘^(guò)急于求成，最終才落得個(gè)身死道消的下場(chǎng)。

換一種說(shuō)法，倘若品牌采取這樣的發(fā)展模式，即便表面上呈現(xiàn)出一片繁榮景象，可最終往往會(huì)導(dǎo)致品牌形象愈發(fā)模糊不清，市場(chǎng)定位也會(huì)逐漸陷入混亂；

當(dāng)消費(fèi)者在眾多選擇中感到迷茫，不知該如何抉擇之時(shí)，問題便隨之浮現(xiàn)，那么，為何許多人會(huì)傾向于選擇新興品牌的產(chǎn)品呢？這源于人性中與生俱來(lái)的好奇心，然而，經(jīng)過(guò)一段時(shí)間的使用，一旦發(fā)現(xiàn)問題，說(shuō)實(shí)話，消費(fèi)者最終還是會(huì)選擇專注于某一領(lǐng)域的品牌。要知道，盡管專注于特定領(lǐng)域的品牌在價(jià)格方面可能稍高一些，但唯有它們才能夠?yàn)橄M(fèi)者提供真正高品質(zhì)的產(chǎn)品。

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