12月25日,备受瞩目的第16届红木家具品牌峰会(以下简称红木品牌峰会)在上合峰会举办地——天津隆重举行。

第16届红木家品牌峰会现场盛况

本届峰会由全国工商联民间文物艺术品商会红木整装家具专业委员会主办,网易新闻家居家具、品牌红木联合举办,并得到了全联民间文物艺术品商会、中国木材与木制品流通协会、中国收藏家协会、中国林产工业协会红木分会四大国家级行业协会的大力支持。

在本次峰会上,谷仓科技集团合伙人、谷仓品牌战略中心总经理诸葛老师以《红木下半场:用户主权时代的品牌博弈》为主题做了精彩分享。

谷仓科技集团合伙人、谷仓品牌战略中心总经理诸葛老师以《红木下半场:用户主权时代的品牌博弈》为题进行了分享

以下是诸葛先生的分享整理(内容有删减):

关于今天的主题,听了前面几位嘉宾的分享,胡艳力总编提出的一个观点让我深有感触。作为一名从事品牌行业21年的从业者,我深刻感受到:红木行业拥有世界级的资源与工艺,但中国许多优秀的文化产品,在世界舞台上却往往缺乏与之匹配的品牌影响力。例如,中药全球知名,但日本将其引入后以“汉方”之名推向世界;中国有数万家茶企,其整体产值却不及英国的一个立顿红茶。这反映出,我们在将文化资源转化为全球性品牌方面,仍有很长的路要走。作为一名80后的咨询顾问,我深感有责任与义务,助力更多中国红木品牌走向世界。

同时,程路主席刚才提到的一点也让我共鸣。在座各位都是行业的前辈、专家与品牌主理人,我不敢断言能带来多么独特的观点,但我希望今天能换一个角度——从“用户主权”的视角出发,探讨品牌博弈的新规则。我长期专注于用户、市场与趋势研究,相信这个视角能为大家带来一些新的启发与思考。

开始之前,我想问大家一个问题:在过去一年中,您是否感觉向客户解释一件红木家具的真正价值,变得比以前更费力了?根据我们在一线的调研,超过六成的企业回答是肯定的。这背后,其实指向了一个根本性的变化:话语权的转移,即用户主权的崛起与传统价值沟通方式的失效。

数据显示,2024年红木用户的消费动机首次出现结构性变化:文化认知(占比54%)超越了传统的保值增值,成为首要驱动因素。同时,新一代用户群体崛起,他们的诉求、理念与偏好已完全不同。过去是“我有什么,我卖什么”的厂商主导时代,如今已转变为“我需要什么,我才购买什么”的用户主权时代。消费话语权已从厂商转移到用户,品牌必须学会与新一代用户对话。

那么,用户主权时代的下半场究竟有何不同?我们需先回顾上半场。上半场的核心驱动力有三:木材稀缺性驱动、厂商主导、产品博弈。其本质是产品思维,或者说“卖货思维”。

而进入下半场,竞争规则已发生三大根本转变:

第一,驱动力从“木材稀缺性”转向“用户价值认同”。用户不再只为材质买单,更看重文化、美学、情绪价值与产品所带来的认同感。

第二,主导权从“厂商”移向“用户”。品牌必须从“我想卖什么”转向“用户需要什么”。

第三,竞争核心从“产品博弈”升级为“品牌博弈”。 企业需要从卖货思维,转向以品牌思维构建长期竞争力。

为具体说明这种转变,我以“铜师傅”品牌为例。该品牌创始人余光于2013年创立,最初以铜工艺品起步。2017年获得小米投资后快速发展,现已成为该领域的领军者。其成功关键在于:它卖的不是铜,而是文化。

铜师傅将传统文化IP(如孙悟空)与现代设计、工艺相结合,并巧妙将铜与红木融合,深受年轻用户喜爱。例如,一款定价39元的小葫芦,上市后售出近30万件,成为重要的引流产品。其核心用户画像清晰:30-40岁热爱传统文化的年轻人是流量入口,而40-50岁的男性收藏家则是高价值核心用户。

铜师傅做对了三件事:

价值重构:将产品价值从材质克重,转向IP情感浓度与情绪价值。

沟通革新:主战场转移至线上,用年轻人喜爱的社交方式和内容(如非遗公益直播,吸引4000万观看)进行互动沟通。

用户洞察:深刻理解年轻用户“买得起、用得爽、能共鸣”的需求,提供兼具设计感与文化内涵的文创艺术品。

这并非个例。近年来,诸多品牌都在尝试以用户主权思维进行沟通与创新。例如,某品牌近五年在营销、内容与品牌话语上,积极与年轻群体建立链接。

综上所述,红木家具的下半场已经到来。博弈的棋盘已换,赢家必然是那些真正以用户为中心,敢于重构价值、体验与关系的品牌。我们需要从过去基于木材稀缺性的自我表达,彻底转向基于用户主权的价值创造。

这不是一种选择,而是一条必经之路。对于新一代用户而言,红木不仅是一种材料,更是承载文化、情感与生活方式的价值载体。谢谢大家。

(来源:品牌红木网 黄思恩/整理)

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诸葛:红木下半场,决胜“用户价值”,从产品博弈到品牌博弈

时间:2026-06-25 09:17:04 出处:休闲阅读(143)

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Golf great John Daly shared a hilarious moment that may have been more serious after watching a video he posted on social media, calling himself a "jacka--" in the process. 

Daly was in desert terrain at the La Paloma Country Club for the Cologuard Classic, when he was trying to hit a shot onto a green when he lost his footing.

As he tried to gain traction in the sand, Daly’s feet fell from under him, and he slid down a long desert hill. Multiple people got involved, voluntarily jumping down the hill to see if Daly was all right. 

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John Daly tee shot

John Daly of the United States plays a tee shot on the first hole during the second round of the Cologuard Classic 2026 at La Paloma Country Club on March 21, 2026, in Tucson, Arizona. (Christian Petersen/Getty Images)

Daly left unscathed, but he did enjoy putting the theme music to the "Jackass" franchise over the video to share to the masses. 

"Bellyfloppin’ in the desert," Daly captioned the video, while shouting out his caddie, Joel Cooley, who sprang to action to see if his partner was doing fine at the bottom of the hill. 

"On today’s episode of ‘jacka**’" was also seen on top of the video. 

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While he doesn’t usually show off his bellyflopping, Daly remains a key figure in golf.

John Daly hits golf shot

John Daly of the United States plays his second shot on the ninth hole during the first round of the Cologuard Classic 2026 at La Paloma Country Club on March 20, 2026, in Tucson, Arizona. (Christian Petersen/Getty Images)

He spends most of his time on the course for the Champions Tour, which is former PGA Tour players 50 years and older. His most recent round came on Sunday, where he finished tied for 29th with a 6-under tournament in the Cologuard Classic. 

Daly was just named the 2026 Ambassador of Golf Award honoree ahead of the Kaulig Companies Championship at the signature Firestone Country Club in Akron, Ohio. The award recognizes those making an impact on the course as well as in their communities off the course. 

"I’ve always loved this game and what it’s given me," he said in a press release for the award. "Golf has taken me places I never imagined and introduced me to incredible people along the way. To be recognized with the Ambassador of Golf Award is truly an honor, and I’m proud to support the meaningful work being done here in Northeast Ohio."

John Daly swings

John Daly hits his tee shot on the second hole during the final round of the PNC Championship 2025 at Ritz-Carlton Golf Club on Dec. 21, 2025 in Orlando, Florida. (Mike Ehrmann/Getty Images)

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Daly’s impact on the sport is quite iconic, whether it’s his monstrous drives from the tee box, winning the 1991 PGA Championship as the ninth alternate in the field, or taking home The Open Championship in 1995 at St. Andrews, forever marking himself as a multi-time major winner. 

His larger-than-life personality has always been on display, even today in silly moments like these on and off the course. 

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