从一个看起来“不靠谱”的起点出发,要到一个最需要“靠谱”的领域去,“大象”是如何在短时间内快速打造知名度的呢?90后创业者、成人用品市场、和“互联网思维”离不开关系的“小米模式”。在2014年年初,大象安全套顶着这几项标签出现在市场的时候,多少带了点不靠谱的意思:只有一款产品,只有线上渠道,定价还比同类品牌偏贵。在品牌、价格、渠道都没有太大优势的情况下,大象想进入的却是最需要靠谱度的领域:同别的日常消耗类产品相比,“事关人命”的安全套看起来更加强调对品牌的认可度。而在塑造品牌之前的第一步,大象安全套则选择了快速被市场认知。用红杉资本董事长王岑的话说,90后创业者一般的打法是先做营销,倒过来再做产 Starting from a seemingly “do not fly ” starting point, to go to the most need “fly ” field to go, “elephant ” is how to quickly create awareness in a short time? Entrepreneurs, adult products market, and “Internet thinking ” can not be separated from the “millet mode ”. At the beginning of 2014, when the elephant condoms appeared on the market under these labels, they brought a bit of unsightly meaning: there was only one product with only online channels and the pricing was more expensive than similar brands. In the brand, price, channel is not much advantage of the case, the elephant want to enter the field is the most need to fly: compared with other daily consumer products, More emphasis on brand recognition. In the first step before building the brand, elephant condoms are quickly selected by the market awareness. In the words of Wang Cen, the chairman of Sequoia Capital, the general style of play after 90 entrepreneurs is to do marketing first,