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'“小而美”的个性之风缘何掀起？'

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'普洱茶,消费者,选择,不同,发展,大叶,小众,品种,舒马赫,产区,复兴,时代,茶业,公约数,山头,人们,个人,个性,寒潮,地域'

'从第一次工业革命以来，"规模化"就成为一个产业最重要的因素之一。如果起不了规模，就无法压缩成本，无法压到足够的价位，就没有竞争力，意味着被市场所淘汰。随着第二次工业革命和信息革命的进一步推进，市场早已为...'

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'<p><span>从第一次工业革命以来，"规模化"就成为一个产业最重要的因素之一。如果起不了规模，就无法压缩成本，无法压到足够的价位，就没有竞争力，意味着被市场所淘汰。</span></p><p class="MsoNormal"><span>随着第二次工业革命和信息革命的进一步推进，市场早已为规模化的产品所垄断，每一个行业，尤其是垄断行业，大佬都在努力地不断压低价格，提高行业门槛。一方面巩固自己利，另一方面则给百姓带来实惠。</span></p><p class="MsoNormal"><span>但随着互联网的发展，规模化已经触及了其能触及的一切，当全世界的人都可以通过因特网相互联系的时候，任何规模，就已经看得到其天花板的所在了</span></p><p class="MsoNormal"><span>因此，规模化扩大到一定程度，就再没有了向巨大发展的空间，随后前所未见的价格战会发生。</span></p><p class="MsoNormal"><span><img src=\'https://www.puerwang.cn/uploadfile/2018/0418/600567b7.jpg\' /></span></p><p class="MsoNormal" align="center"><span>▲祥源易武茶厂</span></p><p class="MsoNormal"><span>这种超越上一辈人想象的价格战在淘宝上每天发生，就以茶叶为例，九块九包邮已经并不新鲜，完全免费，甚至倒给你钱的都会偶尔出现。消费者会享受毫无意义的劣质低价狂潮，而后陷入选择的迷茫。</span></p><p class="MsoNormal"><span>价格这个信息因素已经无法给消费者太多信息的时候，消费者只能通过反复比对去学习更为专业的商品知识，渐渐地，消费者不会乐于接受原本规模化商品一勺一勺喂给自己的内容，而想要根据自己的理解和喜好，选择属于自己要求的商品。"小而美"的个性之风，也就是在这种环境中，渐渐成长和成熟的。</span></p><p class="MsoNormal"><span>上世纪60年代，经济学者E·F·舒马赫的著作《小即是美》出版时并没有引发什么反响。在书中，他抨击了对经济增长目标的迷恋，反思工业文明不断强调大规模后引发的一些弊端，尤其是对环境、资源，以及人类生活本身的破坏。他提出，一切的发展都因以人为中心，把人作为创造财富的最重要的来源。同时，发展应该是一个循序渐进的过程，发展的重点也应该放到农村，避免工业破坏农业、农业又报复工业的相互毒化。</span></p><p class="MsoNormal"><span>后来，E·F·舒马赫被誉为"可持续发展的先知"。</span></p><p class="MsoNormal" align="center"><span><img src=\'https://www.puerwang.cn/uploadfile/2018/0418/1b1408cc.jpg\' /></span></p><p class="MsoNormal" align="center"><span>▲2014年 祥源易武斗茶会现场</span></p><p class="MsoNormal"><span>发迹于法国的原产地保护政策最早只是应对假冒伪劣的一项措施，渐渐的，人们发现，"原产地"的价值并不只在于区分别人，而是彰显自己的独特。"产区"的概念在葡萄酒业率先流行开来。</span></p><p class="MsoNormal"><span>如果你还认为葡萄酒都只是葡萄酒，那对生活也太无情和残酷了，似乎依然弥散着物质匮乏时代的饥不择食感。由葡萄酒发端，咖啡、茶叶，各种食材，生活优渥的人们不再愿意仅以品类来定义，他们品尝到彼此间滋味的细微不同，而这样的不同来自于不同产地所带有的鲜明地域特征，是土壤、是地形、是海拔、是气候、是光照。</span></p><p class="MsoNormal"><span>除了产地的不同，还是品种上的细微差异，种植、养殖或制作工艺上的微妙不同，它们的共同作用，构成了一滴酒、一片茶叶独一无二的"小产区"。</span></p><p class="MsoNormal"><span>"小产区"是这个多元又充满个性的时代的产物，不同风土人情、地域文化能够造就不同的"小产区"，它们风格强烈，别有滋味，更有来自地域文化的搀杂与渗透。它们不是为了在一个跑道上赛出一二三名，"小产区"让土地上的生产者发挥到最大价值，这些生产者将有机会找到懂得欣赏自己的人，和他对话，而我们每一个人也将有可能找到最、甚至是只适合自己的"小产区"。</span></p><p class="MsoNormal"><span>我们以普洱茶为例，就会发现"小而美"这一趋势已经非常应验了。2015-2016的这一波寒潮，很多企业都是勉力支撑，因为市场有效需求一旦缩减，原本规模化的产品就几乎没有销路了。而与之形成鲜明对照的则是部分小企业，甚至小作坊，依靠自己产品独特的品质特征，以及与客户的紧密联系，不断推出满足客户基本需求，更满足其个性需求的小众产品。该类商品在寒潮中完全不受影响，甚至颇有蒸蒸日上的意味。</span></p><p class="MsoNormal"><span><img src=\'https://www.puerwang.cn/uploadfile/2018/0418/a96923c2.jpg\' /></span></p><p class="MsoNormal" align="center"><span>▲落水洞</span></p><p class="MsoNormal"><span>但这种小众的门槛却更为明显。其限制在于"邓巴数字"即"150人法则"这个概念。</span></p><p class="MsoNormal"><span>人的大脑新皮层大小有限，提供的认知能力只能使一个人维持与大约150个人的稳定人际关系，这一数字是人们拥有的、与自己有私人关系的朋友数量。也就是说，人们可能拥有150名好友，甚至更多社交网站的"好友"，但只维持与现实生活中大约150个人的"内部圈子"。</span></p><p class="MsoNormal"><span>那么老板能直接对接的客户数量是有限的，不会超过150个人，所以它只能维持一个极小的体量。这种企业承受风险的能力就会很弱，如果经历一次经济低潮，在消费力持续不足的时期，这些小众商家可能完全消失，因此对于产业来说，这种程度的"小而美"也不会是长久之计。</span></p><p class="MsoNormal"><span>行业的发展，还是需要一些较为有实力的品牌，而品牌的发展又需要与不可逆转的个性化结合起来。这就需要找到其中的最合适的公约数。</span></p><p class="MsoNormal"><span>从消费者的角度来看，就是消费者需要选择，但消费者不需要那么多选择。市场充满了选择，但个性化的东西更与当下契合。</span></p><p class="MsoNormal"><span>就普洱茶来说，可以按照品种可大体分为勐库大叶种，勐海大叶种，易武绿芽茶，大理茶等等几大类，如果细分品种，则会多达数十个常见品种。而习惯上普洱茶又更多是按产区来分，云南上百个山头，各具特色。加上品种的维度，这就使得消费者面对成千上万的选择。如果再考虑到拼配，则这种选择将会是无限多的。</span></p><p class="MsoNormal"><span>消费者对面无限多的选择时，就需要运用已有的知识去做出可能的判断，那么通过了解和研究消费者可能知道的一些共有知识，就可能得出一些较大的公约数。</span></p><p class="MsoNormal"><span><img src=\'https://www.puerwang.cn/uploadfile/2018/0418/6731996f.jpg\' /></span></p><p class="MsoNormal" align="center"><span>▲2014年 小产区茶业发展论坛</span></p><p class="MsoNormal"><span>普洱茶领域中，为人耳熟能详的关键词就那么几个，"班章""易武""南糯""古六大古茶山"等等，农产品也一般都以产区来划分品类。其中最为人所津津乐道的，最具有影响力的关键词非"易武"莫属，这是因为"易武"这个小产区，对普洱茶世界有着不同的地位。</span></p><p class="MsoNormal"><span>正是因为1729年改土归流开始，普洱茶才出现在历史舞台中，而当众多的老字号扎根在易武的时候，普洱茶进入了它的第一个高潮，随后由于历史原因，有近半个世纪的衰落，但是如今，普洱茶又成了最具品味的生活标志之一。而普洱茶复兴的众多原因之一，就是易武普洱圆茶的恢复。自九十年代后期开始，很多普洱茶发烧友都热衷于易武这个小产区，最终易武的复兴引爆了山头热潮，"易武为王"是山头茶的玩家，喊了十多年的口号。</span></p><p class="MsoNormal"><span>消费者选择小产区易武，是这个个性时代中的共性。</span></p><p class="MsoNormal"><span>因此，祥源能把小产区"易武"做成一个有公信力的品牌，是做出了一个时代的选择，它代表了时代，这在中国茶产业发展史上，将是浓墨重彩的一笔</span></p><p class="MsoNormal"><span>文|小牛，茶业复兴资深读者</span></p><p class="MsoNormal"><span>图|茶业复兴图片库</span></p>'

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'“小而美”的个性之风缘何掀起？_普洱茶人物_中华普洱茶网'

'普洱茶,消费者,选择,不同,发展,大叶,小众,品种,舒马赫,产区,复兴,时代,茶业,公约数,山头,人们,个人,个性,寒潮,地域'

'从第一次工业革命以来，规模化就成为一个产业最重要的因素之一。如果起不了规模，就无法压缩成本，无法压到足够的价位，就没有竞争力，意味着被市场所淘汰。随着第二次工业革命和信息革命的进一步推进，市场早已为...'

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    'is_post' => 1,
    'tid' => 1,
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'/puercharenwu/a-15502-[page].html'

''

'https://www.puerwang.cn/puercharenwu/a-15502.html'

array (
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