品牌溢价≠智商税
“品牌溢价”现象，它并非单纯的“智商税”，而是企业的一种稀缺能力。1. 市场细分与定位：大厂做产品首先会进行精准的市场细分，确定卖给哪类人群（如苹果针对信仰者、华为折叠屏针对老板等），而不是试图通吃所有人。2. 尊重客户不分高低：企业在做市场分层时，不能为了抬高自己的客户而贬低另一群人。被羞辱的群体可能会用脚投票，且今天的路人可能就是明天的买家。3. 情绪价值也是真实价值：消费者愿意为品牌买单，除了看重技术参数外，还享受着系统生态、保值率以及带来的愉悦感和身份认同。让人快乐、安心本身就是一种价值。4. 消费繁荣的基础：如果所有人都只买最低价的产品，经济反而会出问题。有人愿意为喜欢的东西多花钱，钱才能流转起来，带动上下游产业链的发展，实现真正的消费繁荣。5. 掏钱的是甲方：无论是分析黄牛赚差价还是研究品牌溢价，都不等于看不起消费者。花自己挣的钱买东西，只要不是偷抢，别人没有资格去评判。我们先把这道题看清楚，这是一道材料作文，给了一段关于品牌溢价的长材料，后面跟了五条具体论述，要你据此写一篇文章，写材料作文最关键的一步是先抓住整Let’s first understand this question clearly. This is a material-based essay question. A lengthy passage about brand premium is provided, followed by five specific points for discussion. You are required to write an essay based on this material. The most crucial step in writing a material-based essay is to first grasp the overall context.张的立场就定下来了，你要为品牌溢价证明，论证他为什么是一种值得尊重的商业能力，而不是简单骂消费者交了智商税，到这里我们把题眼抓住了。Zhang’s stance is now clear: you need to justify the brand premium by demonstrating why it represents a valuable and respectable business capability, rather than simply criticizing consumers for being taken advantage of. This is where we focus on the core issue.抓住题眼之后，我们要做的第二件事，是把后面这五条论述分分类看清楚，它们其实是在三个不同层面上为稀缺能力这四个字服务的。After identifying the key point of the question, the second thing we need to do is to categorize and understand these five arguments. They actually serve the concept of “scarce skills” on three different levels.First, how should companies do it?回答的就是这个问题，让人快乐安心有身份认同，这本身就是一种真实的价值，不是虚的，第三层是更大的意义第四The answer to this question is that it brings people happiness, peace of mind, and a sense of identity, which in itself is a genuine value, not something illusory. The third level represents an even greater meaning.我个人选择的层面，你看，把这五条这么一分层，整段材料就不再是五句零散的话，而是一条从企业能力到消费价值再到社会意义的递筋链。I’ve chosen to categorize it this way. By dividing the five points into these categories, the entire passage is no longer just five separate sentences, but rather a cohesive chain that connects corporate capabilities to consumer value and then to social significance.先在心里把这五条过一遍，挑一个你觉得最贴切的点下去试试。First, go through these five points in your mind, and choose the one that you think is most relevant to try.先把刚才那道小测对一下，正确答案是B价值层情绪价值，回答的正是消费者为什么愿意为品牌多掏钱，所以它落Let’s review the previous quiz question. The correct answer is B, “value layer – emotional value.” This accurately explains why consumers are willing to pay more for a brand, which is why it’s the right answer.有的得同时具备几样本领，第一样本领是看得准，像苹果认准信仰者华为折叠屏认准商务人群，他们不贪心去通吃所有人，反而因为聚焦而牢牢扎住一群Some companies need to possess several key strengths simultaneously. The first is the ability to identify a clear target market. For example, Apple focuses on loyal customers, and Huawei focuses on business users for its foldable phones. They don’t try to appeal to everyone, but instead, they firmly establish themselves by focusing on a specific group.去羞辱另一群人，因为被羞辱的人会用脚投票，而且今天的路人很可能就是明天的买家，你看，正因为这三样本领缺一不可，大多数企业根本做不Humiliating another group of people is a bad strategy because those who are humiliated will simply leave, and a passerby today might be a customer tomorrow. You see, because these three skills are all essential, most companies simply can’t master them.容易踩的坑很多同学一不小心就会把这篇文章写成批判消费主义。A common pitfall is that many students inadvertently turn this essay into a critique of consumerism.理论讲清楚之后，我要专门提醒你一个，这道题最容易踩的坑，很多同学一看品牌溢价多花钱，本能的就想写。After explaining the theory, I want to specifically remind you of the most common mistake people make when answering this question. Many students, upon seeing that the brand has a high price premium, instinctively want to write about it.材料明明说的是不是智商税，是稀缺能力，你却跑去劝大家别花钱，这就叫？The material clearly states that it’s not about paying for intelligence, but rather about acquiring scarce skills. Yet you’re advising everyone not to spend money. What kind of advice is that?种优越感，那你恰恰违背了材料第五条最有力量的那句话，先别急着翻面，你自己在心里组。This sense of superiority directly contradicts the most powerful statement in Article 5 of the material. Don’t rush to turn the page; instead, take some time to reflect on it yourself.先把刚才那张翻牌答一下第五条，掏钱的是甲方，是全篇的价值底线，他把讨论从商业能力抬升到尊重个人选择。First, let’s address the fifth point regarding the card-flipping incident. The person who paid is the client, and this sets the baseline value for the entire discussion, elevating it from a discussion about business capabilities to a discussion about respecting individual choices.路径就是这三步，先破掉溢价等于智商税的偏见，再立起它是稀缺能力这个核心，最后把话题升华到尊重每个人的消费选择这个更高的价值层面。The approach involves three steps: first, dispel the misconception that a price premium is simply a form of intellectual tax; second, establish the core idea that it represents a scarce and valuable skill; and finally, elevate the discussion to a higher level of values, emphasizing the importance of respecting everyone’s consumer choices.那最终利益就是这一句，品牌溢价不是智商税，而是企业看得准、给得足、守得住的稀缺能力，我们既要理性看待每一种消费选择Ultimately, the key takeaway is this: brand premium is not simply a tax on consumer ignorance; rather, it represents a rare and valuable capability that companies possess – the ability to identify opportunities, invest adequately, and maintain their position. We should approach every consumer choice rationally.
