【观点】老板可以做IP，但不要当网红

导语：为什么说老板应该做品牌IP，而不是当网红？今天与你一起探讨。

近段时间，一众车企CEO下场做IP后，老板IP引起了广泛的讨论。雷军、周鸿祎更是将老板IP推向了高潮。老板们见面，寒暄之余，也会聊到一个话题：老板要做IP吗？

老板IP仿佛是流量焦虑时代的一剂解药。的确，有雷军珠玉在前，小米汽车发布及销售上的巨大成功，让很多老板意识到做IP的价值，老板做IP不仅可以节省巨额的广告费，还可以直接将流量转化为销量，拉动订单的增长，甚至可以提高股价。

但也有一些老板担忧，当自己牺牲大量的时间在打造IP上，会疏于企业治理。所以迟迟无法下定决心。

问题也就出现了：老板应不应该做IP？ CXO UNION-CXO联盟（cxounion.cn）

一、老板做IP，要做的是品牌IP

在给出答案之前，我们应该清晰地认识到一件事，那就是品牌传播的逻辑已经变了。

以前做品牌有一个三角形，就是产品、渠道、品牌。产品是基础、渠道为王，最终的目的是打造品牌效应。

比如以前一家做酒品类的企业，可以打一个广告，通过各大媒体投放广告，经过数番轰炸，让该酒变成名牌，然后吸引加盟商加盟。

今天品牌传播的方式、传播的内容、传播的载体全部发生了转移。平台不再是平面媒体，而是变成了新媒体，品牌也不再高高在上，而是要和消费者和客户对话。传播的路径也不再是铺天盖地打广告，而是内容种草。

而且在今天，所有人都面临着同一个问题：流量越来越贵，而且效果越来越不明显，花了很多钱，但就是看不到效果。 CXO UNION-CXO联盟（cxounion.cn）

著名广告大师约翰•沃纳梅克曾提出过一个至今未解决的难题：“我知道有一半的广告费被浪费了，但遗憾的是，我不知道是哪一半。”

今天这样的情况也越来越严重，因此越来越多的公司都开始看重ROI，会着重评估每一笔钱花出去能产生的品牌效益。

基于品牌传播的逻辑变了，流量也越来越贵的前提，所以我的观点是：我支持老板做IP。

其实，老板IP由来已久，史蒂夫·乔布斯堪称是创始人IP的第一人。1984年，苹果公司成立8年后，史蒂夫·乔布斯站在舞台上，向世界宣称第一台麦金塔电脑的诞生，随后靠着一次次带着个人标识的经典演讲将个人和公司品牌深度绑定，他的个人影响力和品牌效应为苹果公司赢得了无数的忠实用户和粉丝。

另外，Weber Shandwick《品牌与威望》的研究报告显示，66%的消费者认为公司CEO的威望会影响他们对公司本身及其产品的看法。 CXO UNION-CXO联盟（cxounion.cn）

因此，做老板IP对企业是有益的。CEO需要具备六大能力，对内对外都是三件事。

对内要做：精神领袖、定战略、培养团队；而对外则要整合资源、融资和品牌推广。

做IP恰恰是老板的本职工作。老板源源不断通过自身为品牌站台，制造流量，不仅可以节约一大笔广告费和代言费。而且可以降低信任成本，提高转化效率，甚至降低交易成本。

比如雷军在小米汽车新车发售期间，就通过在社交媒体一次又一次地露面公开表达，为小米汽车制造声量，引起了极大的关注，而且流量聚焦，让更多对车感兴趣的人去了解小米汽车。

因此我认为，在一个存量博弈的时代，老板可以亲自下场做IP。

但我认为老板IP，更应该是品牌IP，传播专业的知识、经营哲学和输出品牌，而不是只是拍短视频博取流量。

比如张瑞敏是经营好海尔后，在传播“人单合一”的经营哲学过程中赢得人心的，而并非生硬地制造IP。

胖东来创始人于东来也是因为其文化理念和经营管理哲学，而被大众熟知。

我比较认可经纬创投一篇文章的观念：企业家IP应该是一代创业者或一些前沿领域的布道者、精神符号，让人对他的理论、概念和想法自然而然产生钦佩之意，进而信任公司品牌或购买产品，同时进一步对企业家给予更高的尊重，形成一个良性的传播互动。 CXO UNION-CXO联盟（cxounion.cn）

二、老板可以做IP，但不要当网红

尽管我认同创始人应该做品牌IP，但同时我旗帜鲜明地反对创始人、老板去当网红卖货。

我曾提出过企业成功的方程式。企业成功的方式=战略*组织能力*文化。

1.战略

老板一旦把自己定位为网红主播，每天从早播到晚卖货，那么他就无法在战略上做到深度思考。

从短期来看，老板拥有公司最多的资源，老板亲自下场带货，可能会将经营目标提高，让销售额增加。

但人的精力是有限的，如果眼睛里只有经营目标，公司的战略目标就无法得以实现。

所谓战略目标，就是那些让你走得更远，构建你的核心竞争力的最重要的事情。

没有战略的企业，就是失去灵魂的流浪汉。在当前严峻的环境中，如果老板不去思考战略，不去把控战略和方向，做少数且重要的决策，公司很可能翻船。经营目标只能让企业度过今天，但解决不了明天、后天的问题。

2.组织能力

一家公司的竞争力是多维的，企业经营有六个力：分别是产品力、销售力、渠道力、品牌力、组织力、技术力。

所以，你不能只看到品牌，这6个力都需要老板去带头构建。

尤其是组织能力，组织能力是企业的生命力，战略牵引业务，业务牵引组织，组织牵引人才。组织能力是企业成功的第二件事，老板要亲自去构建。 CXO UNION-CXO联盟（cxounion.cn）

如果老板的目光只是在当网红带货上，可能公司两三年后，就会突然发现失去了竞争力。当你失去客户的时候，你甚至不知道为什么会被客户抛弃。

3.文化

文化是组织发展的核心引擎，创始人的信仰是文化的重要基石。

文化一定是需要老板从上到下以身作则去践行的。

如果老板只知道当网红卖货，一天到晚都不在公司，根本看不到他人，文化是一定会出问题的。即便是在大企业，有成熟的管理模式，通过遥控指挥公司，也是不现实的。有一些案例，已经验证了这一点。

所以再回答开头的问题，老板需要做IP吗？ CXO UNION-CXO联盟（cxounion.cn）

我的个人观点是：在当前这个时代，如果老板愿意，老板可以站出来作为公司品牌代言人，但不应该成为网红卖货。如果老板成为了卖货主播，而放弃了真正重要的事情，则是现实版的买椟还珠。

翻译：

The boss can do IP, but don’t be an Internet celebrity

Why do you say that the boss should do brand IP, rather than when the network celebrity? I’ll discuss it with you today. CXO UNION-CXO联盟（cxounion.cn）

Recently, after a number of car company ceos do IP next, the boss IP has caused a wide discussion. Lei Jun, Zhou Hongyi is the boss IP to the climax. The bosses meet, after exchanging pleasantries, they will also talk about a topic: does the boss want to do IP?

Boss IP seems like an antidote to the age of traffic anxiety. Indeed, Lei Jun Zhuyu in the front, millet car release and sales of great success, so that many bosses realize the value of IP, the boss do IP can not only save a huge amount of advertising costs, but also directly convert traffic into sales, driving the growth of orders, and even increase the stock price.

But there are also some bosses who worry that when they sacrifice a lot of time on building IP, they will neglect corporate governance. So I can’t make up my mind.

The question arises: Should the boss do IP?

First, the boss does IP, to do is brand IP

Before giving the answer, we should clearly recognize one thing, that is, the logic of brand communication has changed. CXO UNION-CXO联盟（cxounion.cn）

In the past, there was a triangle for brands, that is, products, channels, and brands. Product is the foundation, channel is king, the ultimate purpose is to build brand effect.

For example, in the past, a wine category of enterprises can play an advertisement, advertise through major media, after several bombings, so that the wine becomes a famous brand, and then attract franchisees to join.

Today, the way of brand communication, the content of communication and the carrier of communication have all shifted. The platform is no longer a print media, but has become a new media, and the brand is no longer superior, but to talk to consumers and customers. The path of communication is no longer overwhelming advertising, but content planting grass.

And today, everyone is facing the same problem: traffic is more and more expensive, and the effect is less and less obvious, spend a lot of money, but just don’t see the effect.

John Wanamaker once posed an unsolved problem: “I know that half of all advertising dollars are wasted, but unfortunately I don’t know which half.” CXO UNION-CXO联盟（cxounion.cn）

Today, this situation is becoming more and more serious, so more and more companies are beginning to focus on ROI, and will focus on evaluating the brand benefits that each money spent can produce.

Based on the premise that the logic of brand communication has changed and traffic has become more and more expensive, my point of view is: I support the boss to do IP.

In fact, the boss IP has a long history, Steve Jobs can be called the first person of the founder IP. In 1984, eight years after the establishment of Apple Inc., Steve Jobs stood on the stage and proclaimed the birth of the first Macintosh computer to the world, and then deeply bound himself and the company’s brand with a classic speech with his personal logo. His personal influence and brand effect won countless loyal users and fans for Apple. CXO UNION-CXO联盟（cxounion.cn）

In addition, according to Weber Shandwick’s Brand and Prestige study, 66% of consumers believe that the prestige of a company’s CEO affects how they view the company itself and its products.

Therefore, being the boss IP is good for the business. A CEO needs to have six competencies, three things internally and externally.

To do internally: spiritual leadership, strategy, team training; Externally, it is necessary to integrate resources, financing and brand promotion. CXO UNION-CXO联盟（cxounion.cn）

Doing IP is exactly the boss’s job. The boss continuously creates traffic through his own brand platform, which can not only save a lot of advertising and endorsement fees. And it can reduce trust costs, improve conversion efficiency, and even reduce transaction costs.

For example, during the sale of Xiaomi’s new car, Lei Jun made public expressions for Xiaomi’s car by appearing again and again on social media, which attracted great attention, and traffic focus, so that more people interested in cars to understand Xiaomi cars.

Therefore, I think that in an era of stock games, the boss can personally do IP.

But I think the boss IP should be more brand IP, spreading professional knowledge, business philosophy and brand output, rather than just shooting short videos to gain traffic.

For example, Zhang Ruimin won hearts and minds in the process of spreading the business philosophy of “one person and one person” after running Haier well, rather than making IP bluntly.

Yu Donglai, the founder of Fat Donglai, is also known by the public because of his cultural ideas and management philosophy. CXO UNION-CXO联盟（cxounion.cn）

I agree with the concept of an article by Matrix Partners: entrepreneur IP should be a generation of entrepreneurs or evangelists and spiritual symbols in some frontier fields, so that people can naturally admire his theories, concepts and ideas, and then trust the company’s brand or buy products, while further giving higher respect to entrepreneurs, forming a benign communication interaction.

Second, the boss can do IP, but do not be a network celebrity

Although I agree that the founder should do the brand IP, but at the same time I clearly oppose the founder, the boss to sell goods when the network red.

I once proposed an equation for business success. The way of enterprise success = Strategy * organizational ability * culture. CXO UNION-CXO联盟（cxounion.cn）

1. Strategy

Once the boss positions himself as a network celebrity anchor, selling goods from morning to night every day, then he cannot think deeply in strategy.

In the short term, the boss has the most resources of the company, and the boss personally brings goods to the floor, which may increase the business goal and increase sales.

But people’s energy is limited, if the eyes only business goals, the company’s strategic goals can not be achieved.

Strategic goals are the most important things that will take you further and build your core competencies. CXO UNION-CXO联盟（cxounion.cn）

A business without a strategy is a tramp without a soul. In the current tough environment, if the boss does not think about strategy, does not control strategy and direction, and makes a few but important decisions, the company is likely to capsize. Business objectives can only get the company through today, but can not solve the problems of tomorrow and the day after tomorrow.

2. Organizational skills

A company’s competitiveness is multidimensional, the enterprise has six forces: product force, sales force, channel force, brand force, organizational force, technical force.

Therefore, you can not only see the brand, these six forces need the boss to take the lead in building.

Especially organizational ability, organizational ability is the vitality of the enterprise, strategy traction business, business traction organization, organization traction talent. Organizational ability is the second thing that makes a business successful, and the boss has to build it himself.

If the boss’s eyes are only on the network red belt goods, the company may suddenly find that it has lost its competitiveness after two or three years. When you lose a customer, you don’t even know why the customer abandoned you. CXO UNION-CXO联盟（cxounion.cn）

3. Culture

Culture is the core engine of organizational development, and the belief of the founder is an important cornerstone of culture.

Culture must be practiced by the boss from top to bottom.

If the boss only knows when the net celebrity sells goods, is not in the company from day to night, and can not see others, the culture is bound to go wrong. Even in large enterprises, there is a mature management model, and it is unrealistic to command the company by remote control. There are some cases where this has been proven.

So to answer the opening question again, does the boss need to do the IP?

My personal opinion is: in the current era, if the boss wants to, the boss can stand up as a company brand spokesperson, but should not become an Internet celebrity selling goods. If the boss becomes a salesman and gives up on the really important things, it is the real version of buying casket and returning pearl. CXO UNION-CXO联盟（cxounion.cn）

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于张丽俊；作者：张丽俊；编辑/翻译：CXO UNIONCXO联盟小U。

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