深圳新聞網(wǎng)2024年11月5日訊（記者 楊佳慧 閻思遠）近日，2024深圳全球創(chuàng)新人才大會在深圳福田會展中心舉行，“硅谷創(chuàng)投教父”、《福布斯》雜志排名第一創(chuàng)業(yè)孵化器Founders Space創(chuàng)始人史蒂芬霍夫曼先生接受深圳新聞網(wǎng)記者專訪。就品牌故事形象，中國市場變化等問題進行回答，深圳企業(yè)如何迎接時代機遇轉危為安？聽聽史蒂夫霍夫曼怎么說。
記者：如果要用三個詞來總結成功商業(yè)的關鍵要素，你會選擇哪些詞？三個詞。
If you have to summarize the key elements of a successful business in three words， what would they be？ Three words．
Steve Hoffman：創(chuàng)新、進取和價值。innovative，aggressive， and value．
記者：敘事已經(jīng)成為今天市場營銷中一種稀缺的策略。那么，創(chuàng)業(yè)者應該如何有效地講述他們的品牌故事呢？
Narrative has become a rare strategy in marketing today． So how should entrepreneurs effectively tell their brand stories？
Steve Hoffman：當你講述品牌故事時，你必須知道你的客戶是誰，必須知道客戶關心的是什么。因此，每個故事都必須觸動客戶的心，而不僅僅是他們的頭腦。我們都知道這些產(chǎn)品是相似的。
When you tell a brand story， you have to know who your customer is， you have to know what your customer cares about． So every story has to speak to your customer＇s heart， not just their head． We all know these products are similar．
記者：講述真實的故事。Tell the true story．
Steve Hoffman：講述真實的故事，擁有公司的價值觀并付諸實踐。他們會購買那些產(chǎn)品。因此，在當今世界上，成功的品牌，尤其是在中國的年輕人中，特別是在西方和歐洲的人們，真的要關注整個社會。他們超越產(chǎn)品或服務，看向社會的發(fā)展方向。社會在向哪里走？他們的客戶心理如何變化？他們的需求和自我認同，即他們相信自己是誰，這一切又是如何變化的？然后他們利用這些因素來提升品牌形象并定位產(chǎn)品。
Tell the true story, have values in their company and act on those values． And they will buy those products ，so successful brands in today＇s world， especially for young people in China， especially for people in the west， in Europe， really look at society as a whole． They look beyond their product or service． And they tie into the movement of society． Where is society going？ How is the psychology of their customers changing？ How are their needs and their identity， their self identity， who they believe they are， how is that changing？ And then they use that to build their brand up and position their products．
記者：那么您認為，市場在兩年前和現(xiàn)在之間最大的變化是什么？
So what is the biggest changing you think between the period， when like the 2 years ago， and now．
Steve Hoffman：市場一直在變化。所以現(xiàn)在，中國消費者的購買量在減少，你會看到一個循環(huán)，消費者的購買量下降，企業(yè)降低價格，開始在價格上競爭。當你在價格上競爭時，增長是非常非常困難的，因為每個人都在削減成本，而不是投資于增長、擴展和創(chuàng)新。這是過去兩年間的重大變化。
Markets are changing all the time．So rightnow consumers in China are buying less． You see the cycle where consumers are buying less， and companies are lowering prices， and they are competing on price． When you compete on price， it＇s very， very difficult to grow， because everybody＇s cutting costs instead of investing and growing， investing in expanding， investing in innovation． So that is a big change over the past 2 years．
我們希望在未來的一年中看到這種趨勢的逆轉，企業(yè)開始改變方向。他們表示，不再通過降低利潤來獲取更多客戶，而是投資于創(chuàng)造更有價值的產(chǎn)品，更好地服務客戶。希望消費者會選擇購買這些產(chǎn)品。
What we hope to see in the coming year is a reversal of that where companies are are changing directions． And they＇re saying， instead of competing on price and cutting our margins to get more customers， we＇re going to invest in creating products that are more valuable that serve our customers better． And hopefully consumers will choose to buy those products．
史蒂夫霍夫曼接受專訪畫面。
記者：如何將Founder Space的資源結合起來，以適應不同文化市場的推廣策略，更好地滿足各國消費者的多樣化需求？特別是對于深圳的科技公司來說。
How can the resources of founder space be combined to adapt promotional strategies in different cultural markets meeting the diverse needs of consumers in various countries is better？ Actually， for the tech companies in Shenzhen．
Steve Hoffman：我們幫助很多深圳及全國的公司深入理解商業(yè)戰(zhàn)略和創(chuàng)新。那么，他們如何利用這些新技術，如人工智能，來轉變他們的商業(yè)模式，如何接觸客戶，如何與客戶溝通，如何營銷產(chǎn)品，如何開發(fā)和研究新產(chǎn)品。這就是我們所教授的內容。我們會問，他們現(xiàn)在的市場在哪里？在兩年、三年、五年后會在哪里？他們如何為這種類型的增長定位自己，包括國內市場和海外市場。
We help a lot of companies in Shenzhen and all around China to understand deeper business strategy and innovation． So how do they need to utilize these new technologies like artificial Intelligence to transform how they do their business， how they reach their customers， how they communicate with their customers， how they market their products， how they develop and research new products． This is what we teach and we say， where is your market now？ And where will it be？ In 2 years， 3 years， 5 years． How do you position yourself for that type of growth both domestically as well as overseas．
記者：作為一個科技品牌，如何有效地利用社交網(wǎng)絡互動幫助建立可信賴的品牌形象？
As a tech brand， how can effective social network interactions help establish a trustworthy brand image？
Steve Hoffman：社交媒體是一種與傳統(tǒng)媒體、電視廣播和印刷媒體截然不同的媒介。
Social media is a very， very different medium than traditional media than television broadcast than than print media．
我們看到的是，個性在社交媒體上非常重要。人們并不一定是追隨品牌，而是追隨能夠與他們產(chǎn)生共鳴的影響者。那些有個性、真實、能夠與他們情感相連的人，品牌需要重新思考他們的營銷方式。因此，發(fā)布廣告是一回事，而在社交媒體上建立關系則是另一回事。社交媒體上最強大的關系是人對人之間的關系。那么品牌如何利用人才來實際發(fā)展他們的品牌和品牌形象呢？這是一項挑戰(zhàn)，因為人才自身不希望僅被視為在銷售品牌。他們必須對客戶保持真實性，而他們對品牌的表達可能與品牌希望他們所說的內容不一致。因此，品牌需要非常仔細地選擇他們的人才，選擇那些真正代表品牌價值和愿景的影響者。
What we are seeing is that personality matters on social media． People aren＇t necessarily following brands， as much as they＇re following influences， people who speak to them， people have a personality， people feel authentic， people who are their emotions connect with them， brands need to rethink how they market． So it＇s one thing to put up an advertisement． It＇s another thing to build a relationship on social media， relationships on social media． The most powerful ones are human to human． So how do brands， leverage talent to actually grow their brand and grow their brand image． This is a Challenge， because the talent themselves don＇t want to be seen as just selling the brand． They have to be authentic to their customers． And how they talk about the brand may not align with what the brand wants them to say． So they there is a point where social， where the brands need to select their talent very carefully， which influences truly represent the values and the vision of the brand．
史蒂夫霍夫曼接受專訪。
記者：如何定義自己品牌的人才？
how to define it own talent？
Steve Hoffman：這就是為品牌實際工作的人才。他們不是獨立的，而是公司的員工，同時具備在社交媒體上有效溝通的能力，并且看起來真實、真實到足以讓人們愿意關注他們，傾聽他們所說的話。
It’s talent that actually works for the brand． They are not independent， they are employees of the company who also have the ability to communicate on social media effectively and seem authentic and real enough that people will actually want to follow them and pay attention to what they＇re saying．
這對每個品牌來說都是一個挑戰(zhàn)，因為最優(yōu)秀的社交媒體人才不一定希望為大公司工作，他們更愿意保持獨立。因此，品牌需要平衡他們發(fā)布的內容類型。有些內容可以通過講故事來實現(xiàn)。真正好的講故事的方式是，品牌如何圍繞其產(chǎn)品創(chuàng)造真正有意義的故事，這些短故事能夠在社交媒體上引起共鳴，吸引用戶，并與品牌建立聯(lián)系。這不是一次就能做到的，而是需要持續(xù)不斷地進行，長時間保持這種互動。
And this is a Challenge for every brand， because the best social media talent is not necessarily， they don＇t necessarily want to work for a big company． They prefer to be independent． So brands need to balance the type of content they put out there． Some of it can be done through storytelling． Really a good storytelling． How can your brand create stories around its products that are really meaningful on social media short stories， right？ That really impact there and draw in their users and make a connection to that brand． Over and over， you can＇t do it once， right？ You have to continually do it 2047 for long periods of time to build this．
記者：隨著對女性導向產(chǎn)品需求的增加，基于創(chuàng)始空間的孵化經(jīng)驗，如何通過用戶反饋來改善產(chǎn)品，以滿足消費者的需求，特別是女性消費者的需求？
With the growing demand for female oriented products， based on the Founder space incubation experience， how can products be improved through user feedback to meet the coordinate of consumers， especially female consumers？
Steve Hoffman：這是個好問題。女性消費者在社交媒體上花費大量時間，喜歡表達自己的觀點，是的。她們會對彼此和群體進行傳播，品牌，她們更喜歡互動。
This is a good question。So female consumers are spending lots of time on social media， female consumers like to express their opinions， yeah． To each other， to groups． They broadcast them， brands，
男性可能只是觀看，但不互動，而女性希望表達自己。因此，品牌需要提供一種方式，讓她們積極地表達對產(chǎn)品的看法，與其他女性分享她們的產(chǎn)品體驗，以她們自己的聲音來發(fā)聲，并在社交媒體上賦權女性的聲音和觀點。
Males might just watch， but they don＇t interact， the females want to express themselves． So brands need to give them a way to express themselves positively about the products to share their experience with the products， with other females， in their own voice， and to empower the female voice and female opinions on social media．
未來的趨勢是，品牌如何圍繞其產(chǎn)品創(chuàng)建對話，并開展誠實的對話。這樣，如果客戶對產(chǎn)品有問題，他們可以真正表達出來，而公司也能夠以積極的方式回應。我們發(fā)現(xiàn)，如果一家公司試圖刪除所有負面意見或她們不喜歡的反饋，最終只會讓客戶感到憤怒，這并沒有幫助，反而會讓他們更生氣。我們發(fā)現(xiàn)，最好的公司，世界上最強的品牌和產(chǎn)品公司，都是在不斷與客戶溝通，持續(xù)獲取反饋，并根據(jù)這些反饋實際改變產(chǎn)品，并利用反饋開發(fā)新產(chǎn)品。因為客戶的未來就是你的未來，他們會告訴你他們缺少什么，以及他們想要什么。
So what the future of this is how does a brand with their products create a dialogue around their product and open a honest dialogue． So that if their customers have a problem with their product， they can actually express that． And the company can respond in a way that＇s positive． Now， what we found is that if a company tries to delete all the negative opinions or all the feedback that they don＇t like， then they end up making their customers angry． They don＇t help． They actually make them angry． What we found is that the best companies， the strongest brands in the world， the strongest product companies are continually talking to their customers， continually getting feedback in and actually changing their products based on this feedback． And using the feedback to develop new products． Because really the future your customers are your future， your customers will tell you what they aren＇t getting and what they want from your company．
Steve Hoffman：這對許多公司來說是一個巨大的資源，但他們并沒有利用起來。他們幾乎害怕自己的客戶，擔心客戶可能會批評他們，擔心客戶可能會傳播有關他們的負面信息。這是錯誤的。不要害怕。事實上，每當有人批評你，這都是你介入并與他們交談的機會。大多數(shù)客戶在你真正與他們互動時，他們會感到感激。因為許多批評你產(chǎn)品的人，實際上希望你的產(chǎn)品變得更好，他們真正關心你的產(chǎn)品。如果你能讓他們參與進來，告訴他們，“來幫我們改善這個產(chǎn)品”，他們會感到被賦權。
So this is a huge resource that many companies don＇t take advantage of． They are almost afraid of their customers． They＇re afraid their customers may criticize them， they＇re afraid their customers may spread bad Information about them． That is incorrect． Don＇t be afraid． In fact， every time they somebody criticizes you， it＇s an opportunity for you to step in and actually talk to them． And most customers when you actually engage them， they will end up being thankful． Because of many of the people who criticize your products， they want your product to be better． They actually are the ones who care the most about your products． And if you can actually engage them and say， look， come and help us make this product better， they feel empowered．
然后他們就會從批評者變成你最大的支持者。因此，你最大的批評者可以成為你最大的支持者，只要你知道如何與他們互動。這是許多公司需要學習的。而且，產(chǎn)品的超級粉絲可以幫助你開發(fā)下一代產(chǎn)品，并保持領先于競爭對手。
And then they change from a critic to your biggest supporters． So your biggest critics can become your biggest supporters if how to interact with them． And this is something many companies need to learn． And then the same super fans of your product can help you develop the next generation of product and keep ahead of your competitors．
記者：在這個全球經(jīng)濟環(huán)境中，初創(chuàng)公司應該如何將危機轉變?yōu)闄C會？
In this global economic environment， what should startups to do to turn crisis into opportunities？
Steve Hoffman：我想說，在每一次重大的危機中，往往會有更大的機會，對吧？但是每當公司遇到問題時，他們就需要新的解決方案。如果你是一家公司，發(fā)現(xiàn)這是個問題，那么我就是要找出解決方案的人。我鼓勵企業(yè)家去各類企業(yè)，無論是酒店業(yè)，金融行業(yè)，還是工廠，去這些企業(yè)看看他們現(xiàn)在在哪里受苦？他們在哪里有痛點？他們需要什么，而你又能解決哪些問題？因為如果你能解決這些問題，大家都有錢。如果你能解決他們的問題，他們就會有資金。人們常說公司沒有足夠的錢，其實是因為他們對某些事情并不關心。
I’d like to say， in every time of great crisis， there are even greater opportunities， right？ whenever companies run into problems， they need new solutions． If you＇re a company saying this is a problem， then I＇m going to be the one to figure out how to solve it． I encourage entrepreneurs go to businesses， whatever area． It could be the hospitality business． It could be the financial sector． It could be running factories， go to these businesses and find out right now， where are they suffering？ Where are they in pain？ What do they need from you that where can you solve any of these problems？ Because if you can solve these problems， everybody has money． They have the money if you can solve their problem． People say companies don＇t have enough money， they don＇t have enough money for something that they don＇t care about．
但如果某件事情對他們真的很重要，他們就會找到錢。因為他們知道這就是他們生存和發(fā)展的必要。所以，雖然可能會有經(jīng)濟困難時期，但即使在這些時期，一些最優(yōu)秀、最強大的公司也往往是從非常小的規(guī)模開始的，他們突然意識到那里有機會，并抓住了它。當資本不那么充足時，競爭也沒有那么激烈。你實際上可以在資金不那么充裕的時候自行成長，等到資金開始流動時，你就處于一個很好的位置。
But if something really matters to them， they will find the money． Because they know that is what they need to survive and grow． So you need， so there may be economic times that are difficult， but even in those times， some of the best and most powerful companies， they＇re born very small， but they suddenly realize there＇s an opportunity there and they take it． When there isn＇t as much capital， you don＇t have as much competition． You can actually， in a time where there isn＇t as much capital， you can grow on your own， then when the capital starts to flow back． And these things， you are in a great position．
記者：所以您認為關鍵是找到正確的市場？
So you think the key is to find a correct market？
Steve Hoffman：是的。我始終相信你應該從有問題的客戶開始。首先了解客戶，深入了解他們的痛苦點，他們現(xiàn)在需要什么來讓他們的業(yè)務更盈利，幫助他們生存和發(fā)展？
yes． I always believe you should start with customers who have problems． So you begin with the customer and you go deep with those customers， where are they suffering？ What do they need now to get their business， to get make their business more profitable to help their business survive， to help their business grow？
然后你要專注于這些特定的高價值問題，最重要的問題，并利用新技術、人工智能，以及現(xiàn)在涌現(xiàn)出的各種新技術，幫助他們以新的方式解決這些問題。這就是機會。所以與其說“這是艱難的時刻，我什么都做不了”。
Then you go in， you focus on these specific high value problems， the most important problems to them and use the new technology， artificial Intelligence， any all the different new technologies that are emerging now to help them solve these problems in new ways． And these are the opportunities．
不如說“這是一個艱難的時刻，有那么多人需要我的幫助，我最好做點什么。如果我不做，誰來做？”如果你做到了，并且做得正確，你就會成長。
So instead of saying it＇s difficult time， I can＇t do anything， say it＇s a difficult time． There＇s so many people need my help． I better do something． And if I don＇t do it， who will do it？ And if you do it and you do it right， you will grow．