鲸湃品牌咨询
做品牌 找鲸湃
创始人
FOUNDER
KINGBRAND
CONSULT
陈 䂀
90后品牌创新专家新商业顾问
90+品牌幕后策划人
鲸湃品牌顾问团队总顾问&策划人
奕麦管理咨询创始人
麦当劳文创策划师
Chen Xi
Post-90s Brand Innovation Expert & New Business Consultant
Strategist Behind 90+ Brands
Chief Consultant & Planner, Julai Brand Advisory Team
Founder of Imai Management Consulting
Creative Planner, McDonald’s
BRIEF
INTRODUCTION
1
关于鲸湃咨询
ABOUT KINGBRAND
KINGBRAND
CONSULT
鲸湃咨询(上海)成立于2015年，是国内一流品牌策划及战略咨询公司。
以商业设计为基础，通过品牌策划及产品价值塑造，最终提供创新与竞争战略解决方案并包含商业研究、消费升级和趋势洞察、品牌年轻化策略与新商业通识教育。
作为复杂性学科的研学机构，基于多元学科互涉和复杂性研究，将看待复杂性问题的方法论和多维视角迁移到商业面对动荡多变的商业环境，以“帮助企业拥有适应变化的能力”为使命结硬寨，打呆仗，做商战的革命家。
Founded in 2015, Pai Consulting (Shanghai) is a leading brand strategy and consulting firm in China.
Built on commercial design, and through brand strategy and product value creation, we deliver innovative and competitive strategic solutions, including business research, consumption upgrading and trend insights, brand rejuvenation strategies, and new business education.
As a research-driven institute grounded in complexity studies, we draw on interdisciplinary integration and complexity research to translate multidimensional methodologies into the evolving business landscape. Guided by the mission to help enterprises build the capability to adapt to change, we are committed to becoming revolutionaries in business strategy.
标识设计
ABOUT LOGOS
KINGBRAND
CONSULT
鲸湃企业文化
KINGBRAND CULTURE
KINGBRAND
CONSULT
1.企业使命
帮助企业拥有适应变化的能力
1.Enterprise mission
Help enterprises build the ability to adapt to change.
2.核心价值观
不卑不亢不作崇
尊重知识尊重人
2.Core values
Neither humble nor arrogant
nor servile,
Respect knowledge, respect people.
3.价值主张
结硬寨，打呆仗，
做商战需要的革命家
3.Value proposition
Build strong camps, fight steady
battles, be the revolutionary of
business warfare.
4.第一原理
值钱比赚钱重要
4.First principle
Being valuable is more important than making money
MONEY
鲸湃方法论
KINGBRAND METHODOLOGY
KINGBRAND
CONSULT
多元学科做策划
敢说都能差异化
商业是个复杂系统，单一学科无法系统归因
鲸湃基于25门学科的多维视角迁移至商业
使得鲸湃不局限于服务任何行业
Multi-disciplinary planning
Dare I say differentiate
Business is a complex system that cannot be reduced to a single discipline.
Pai integrates insights from 25 disciplines into business practice.
This enables Pai to serve clients across industries.
25
+ 基础学科
Basic Subject
60
+ 方法论
Methodology
2
大关键模型
Key Model
我们是一家复杂性学科的研学机构
基于多元学科互涉和复杂性研究
以及看待复杂性问题的方法论和多维视角迁移到商业
最终帮助企业拥有适应变化的能力
We are a research institute dedicated to the study of complexity. Drawing on interdisciplinary research and complexity science, we translate multidimensional methodologies into business practice. Ultimately, we enable organizations to adapt and thrive in a changing world.
多元学科商业研究
KINGBRAND CONSULTANT
KINGBRAND
CONSULT
复杂的商业系统里
为了更好的服务好我们的合作机构
我们正在努力学习和研究这些理论
In a complex business environment,
in order to better serve our partner organizations,
we are continuously learning and researching these theories.
METHODOLOGY
2
鲸湃格物学
ERGONOMICS
KINGBRAND
CONSULT
把冰卖给爱斯基摩人
物的本质不是物的本身，一个产品和品牌的核心是它对于消费者的意义感。
爱斯基摩人生活在冰天雪地中，他们并不会无端消费你的冰，
除非把冰变成爱斯基摩人喜欢的雕塑或守护神。
今天的市场——如冰天雪地，而我等，一如爱斯基摩人。
Sell Ice to Eskimos
The essence of a thing is not the thing itself. The core of a product or brand lies in the sense of meaning it holds for consumers.
Eskimos live in ice and snow, and they do not consume your ice without reason,
unless you turn ice into a sculpture or a guardian figure that they cherish.
Today’s market is like a frozen wilderness, and we are like the Eskimos.
每个企业都需要的格物世界观
鲸湃格物学是基于哲学构建的，关于复杂世界的认知方法论。在商业层面是作为创新方法的前提解构和思考：把具象的“物”和抽象的“意义”进行拆分，确定一个产品和品牌的核心是它的意义感。鲸湃格物学是一种穿透事物本身，直达本质的哲学思维。比如对探险者品牌来说，消费者买的不是帐篷本身，而是通过帐篷度过一个难忘的全家快乐好周末。
Every enterprise needs a worldview grounded in essence.
Whale GeWu is a philosophically grounded cognitive methodology for understanding the complexity of the world. At the commercial level, it serves as the foundational framework for innovation, deconstructing and rethinking business problems: it separates the concrete “thing” from the abstract “meaning,” and defines the core of a product or brand as its sense of meaning. Whale GeWu is a philosophical approach that penetrates beyond appearances and goes straight to the essence of things. For the Explorer brand, for example, consumers are not buying the tent itself, but a memorable weekend of family joy made possible through the tent.
本质&形上
全家快乐好周末
帐篷就用探险者
物质&形下
探险者家庭户外帐篷
鲸湃方法论
ENTERPRISE METHODOLOGY
KINGBRAND
CONSULT
| 60+商业方法论研究 | ||
| · 企业顶层战略理论 · | ||
|
T型战略 ｜ 格物学 ｜ 鲸湃品牌战略金字塔 ｜ 鲸湃企业意义指北针 熵增定律 ｜ 系统论 ｜ 交易成本理论 |
||
| · 应用模型 · | ||
| 经典商业模型 | 鲸湃品牌理论 | 创新理论 |
|---|---|---|
|
3C战略三角模型、企业能量模型理论、第一性原理、4P营销理论、波特五力模型、商业模式画布 战略杠杆、MECE原则、波士顿矩阵、SWOT分析法、PEST模型、通用电气矩阵 VRIO模型、安索夫矩阵、无意识营销、消费者心智阶梯、点线面体、单一要素、组织战略模型 盖伊川崎四象限模型、SNS理论、六度空间理论、长尾理论、附着力因素法则 …… |
定位理论、鲸湃CSR系统模型、鲸湃品牌战略金字塔、超级符号理论、品牌三原理 鲸湃品牌3H模型、视觉锚、货架思维、鲸湃品牌矩阵、现代广告原则、视觉传达 公关传播、社交货币、鲸湃品牌进化论、品类战略、鲸湃品牌三观 鲸湃品牌命名原则、鲸湃品牌品类真伪辨证法、品牌哲学、爱斯基摩 …… |
第二曲线、组合创新、错位竞争、熊彼特创新经济学、非连续性、破界创新 颠覆创新、微笑曲线、价值链创新理论、价值网创新理论 分形创新、第一创新、批判性思维 …… |
01 多元模型
23+底层学科，60+基础模型
让策划更科学。
02 课题研究
课题式调研，底层中立，先洞察社会问题，再洞察行业问题，最后寻求解决方案，不研究就没有发言权。
03 逻辑演绎
用演绎法逻辑证明推论，商业逻辑重点在于逻辑，而非经验，逻辑比事实更真实，比经验更靠谱。
04 格物观察
致知在格物，以鲸湃独有格物观探讨产品形而上的价值，重新塑造产品内核。
05 青年视角
任何行业都值得被年轻化重做一遍，和年轻人在一起就是与时俱进，以青年人的视角创造新的价值。
06 关键时刻
优化顾客体验流程，塑造关键节点，放大品牌价值，让顾客满意。
07 战略动作
以哲学世界观探索企业社会存在价值，以此构建企业发展战略、关键动作、战略次序。
08 先进案例
90+项目操作经验，30000+人次的课程参与，真老板、真专家、真学员共同背书。
鲸湃课程体系
CURRICULUM SYSTEM
KINGBRAND
CONSULT
我们的课程
Our course
《成为高手的秘密》
The secret to being a master
《新国货时代》
New era of domestic goods
《2020开年小趋势》
2020 starts with a small trend
《年轻人终将占领世界》
Young people will take over the world
《8大定位方法，助你与众不同》
8 ways to differentiate yourself
《消费升级与品牌年轻化》
Consumption upgrading and brand rejuvenation
《战役你需要修炼的三大内功》
The three inner skills you need to practice in battle
《低风险创业》
Low-risk entrepreneurship
《面向中国经济2035》
Facing the Chineses economy 2035
《她经济时代怎么赚女人钱》
How does she make women's money in economic times
《黑天鹅与反脆弱思维》
Black Swans and anti-vulnerability thinking
《关于品牌的四个关键词》
Four key words about the brand
品牌战略金字塔
BRAND STRATEGY
KINGBRAND
CONSULT
CASE
SHOW
3
品牌设计
BRAND DESIGN
KINGBRAND
CONSULT
铠豚
院感防控系统
抗疫院感找铠豚，即时消杀更精准！
铠豚，是中国呼研所创新科研产品。鲸湃从品牌命名到企业战略的招牌案例之一，鲸湃帮助铠豚构建“抗疫院感找铠豚，即时消杀更精准！”的企业战略，并为其创作“铠豚三大抗疫原则”、“铠豚四大工作原理”统领铠豚的产品介绍、品牌营销、广告创意；帮助铠豚降低销售成本、营销传播成本、客户理解成本。并策划举办“西南院感安全大会”，一举解决2B企业营销难题，帮助铠豚从幕后走到台前，从0到1建立世界级抗疫品牌！
Armoured dolphin
Hospital infection prevention and control system
Anti-epidemic hospital feeling for armored dolphin, instant elimination more accurate!
Armoured Dolphin is an innovative research product of the China Huyan Institute. As one of Whale & Co.’s signature strategy cases, we supported Armoured Dolphin from brand naming to corporate strategy, establishing the positioning: “For hospital infection control during epidemics, choose Armoured Dolphin — more precise, instant sterilization.” We also developed the “Three Anti-Epidemic Principles” and the “Four Working Mechanisms” to guide product introduction, brand marketing, and advertising. By doing so, we reduced sales, communication, and customer understanding costs. We further organized the “Southwest Hospital Infection Control Safety Conference,” addressing B2B marketing challenges and helping Armoured Dolphin move from behind the scenes to the forefront, building a world-class anti-epidemic brand from 0 to 1.
好视力
睡眠蒸汽眼罩
Good Vision
Sleep Steam Eye Mask
2021年6抖音居家好物榜销量第一
东方甄选带货
好视力，更要好睡眠！
鲸湃聚焦年轻人难入睡问题，通过品牌定位：将好视力“音乐蒸汽眼罩”重新定位成“睡眠蒸汽眼罩”，创作了“五感助眠，快速入睡”的销售主张，并通过年轻化的“包装设计”，赋能老牌企业的年轻化转型。
Better eyesight, better sleep!
Whale Consulting focuses on the difficulty young people have falling asleep. Through brand repositioning, we transformed Good Vision’s “music steam eye mask” into a “sleep steam eye mask,” created the sales proposition of “Five senses to help you fall asleep quickly,” and leveraged younger-oriented packaging design to empower the brand’s rejuvenation and transformation.
全家快乐好周末，帐篷就用探险者！
探险者，天猫帐篷品类第一品牌。鲸湃为探险者确立了“全家快乐好周末，帐篷就用探险者！”的企业战略，调整旗下全部产品线，帮助消费者降低选择成本，同时以更年轻化的品牌形象和产品包装面对年轻消费群体，最终帮助年八位数营收的探险者，重新掌握定价权。
Happy family weekends,choose TanXianzhe for your tent!
TanXianzhe is the No.1 tent brand on Tmall. Whale Consulting established the corporate strategy of “Happy family weekends—choose TanXianzhe for your tent!”, streamlined its entire product line to reduce consumers’ decision-making costs, and reshaped the brand with a younger image and packaging to appeal to younger audiences. Ultimately, this helped TanXianzhe, with annual revenue in the eight-figure range, regain its pricing power.
户外时光
OUTDOOR TIME
有着“乌中哈士奇”之称的鲸头鹳，外形不仅呆萌可爱，而且极具辨识度，我们将其重新改造并命名为“时光鸟”，用来作为「户外时光」的品牌视觉形象，一举统领户外时光的产品工业设计、品牌周边设计，并在落地材质及制作工艺上下足功夫，彻底提高同行的模仿成本，为建立强势品牌打下坚实基础。
The shoebill, known as the “Husky among birds,” is not only adorably quirky in appearance but also highly recognizable. We reimagined it and renamed it “Time Bird” as the brand’s visual icon for “Outdoor Time,” unifying the industrial design of Outdoor Time products and related brand merchandise. By investing heavily in material selection and craftsmanship, we significantly raised the barrier to imitation within the industry, laying a solid foundation for building a strong and distinctive brand.
盒柿
基因检测
测基因特质，选生活方式
鲸湃通过将“基因检测”重新定位成“基因体检”，帮助国民级抗疫英雄企业，完成2B到2C的战略转型，并为其建立两大购买证据：盒柿基因实验室、盒柿基因专家组。帮助盒柿降低竞争成本，且在引导行业发展的同时，又能精准累积同行无法模仿的品牌资产。
HeShi
Genetic Testing
For genetic traits, for lifestyle.
By repositioning “genetic testing” as “genetic check-ups,” Whale Consulting helped this national champion enterprise complete its strategic transformation from B2B to B2C and established two key purchase proofs: the Box Persimmon Gene Laboratory and the Box Persimmon Gene Expert Team. This strategy helped Box Persimmon reduce competitive costs while guiding industry development, and at the same time accumulate brand assets that competitors cannot replicate.
维C喝好，颜值爆表！
鲸湃自成立起服务到今天的客户，通过差异化的包装设计，降低快消品牌的营销传播成本，创作了“维C喝好，颜值爆表！”的价值主张，帮助一个呆橘在货架上获得陈列优势，聚焦年轻化市场。
Drink Vitamin C, glow exceptionally!
Since its founding, Whale Consulting has served this client by leveraging differentiated packaging design to reduce marketing and communication costs for FMCG brands. We crafted the value proposition “Drink Vitamin C, glow exceptionally!”, helping a dull moon gain a stronger shelf presence and secure display advantages, with a clear focus on the younger market.
近纯
原叶少年白茶
让一片好茶走出深山！
鲸湃为近纯确立了“不做老白茶饼，只做原叶新白茶”的企业战略，创作了“让一片好茶走出深山”的价值主张，以及“富含26种氨基酸，更适合青少年饮用”的销售主张，帮助近纯在福鼎老白茶的红海竞争中脱颖而出，通过“企业战略”、“品牌定位”、“包装设计”，帮助近纯开辟全新年轻化市场，调整企业渠道策略。
JinChun
Original leaf juvenile white tea
Let fine tea come out of the mountains!
Whale Consulting established the corporate strategy of “No more traditional white tea cakes—only original fresh white tea” for Jinchun, created the value proposition “Let fine tea come out of the mountains,” and developed the sales claim “Rich in 26 amino acids, better suited for young people.” This helped Jinchun stand out in the highly competitive Fuding white tea market. Through corporate strategy, brand positioning, and packaging design, Whale Consulting enabled Jinchun to open up a new, younger market and refine its channel strategy.
品牌设计入选
中国古田路9号设计年鉴
鲜菜包鲜肉，炙鲜吃不够！
鲸湃餐饮行业策划三板斧“轻奢年轻快时尚”。鲸湃为炙鲜确立了“新鲜食材”的企业战略，创作了“鲜菜包鲜肉，炙鲜吃不够！”的品牌口号，通过“门头设计”、“菜单改善”、“招牌产品”、“明星产品”开发，帮助炙鲜从大众烤肉，一举跃迁至中高端烤肉连锁品牌。
Fresh vegetables wrap fresh meat
Zhixian is never enough!
Whale Pai proposed the “light luxury, youthful, fast fashion” strategy for the catering industry. For Zhixian, Whale Pai established the corporate strategy of “fresh ingredients” and created the brand slogan “Fresh vegetables wrap fresh meat, Zhixian is never enough!” Through storefront design, menu optimization, development of signature dishes, and star products, Whale Pai helped Zhixian upgrade from a mass-market barbecue brand to a mid-to-high-end barbecue chain.
嗦粉喝光乌鸡汤
廖新林乌鸡米粉是鲸湃从0-1全案策划的经典案例之一，鲸湃根据廖新林品牌资源禀赋，为廖新林品牌确立“滋养米粉”的企业战略，提出“廖新林米粉好滋养，嗦粉喝光乌鸡汤”的购买期待，同时开发了“乌鸡三宝”产品，成为线下堂食、线上美团及零售渠道的超级爆品，项目落地后，市场好评不断，现已在当地扩张3家连锁店。
Drink up the black chicken soup
Liao Xinlin Black Chicken Rice Noodles is one of Whale Pai’s classic 0-to-1 full-case planning projects. Based on Liao Xinlin’s brand resources and strengths, Whale Pai established the corporate strategy of “nourishing rice noodles” for the brand and proposed the purchase expectation: “Liao Xinlin rice noodles are nourishing—finish your noodles and drink up the black chicken soup.” At the same time, Whale Pai developed the “Black Chicken Three Treasures” product line, which became a blockbuster across dine-in restaurants, Meituan online delivery, and retail channels. After the project was implemented, the brand received continuous market praise and has now expanded to three local chain stores.
西椒
雪花牛肉火锅
Snow Beef Hot pot with
Western Pepper
雪花牛肉涮原汤，西椒火锅更鲜香
当火锅底料成为一种常态，鲸湃为西椒创立每天现熬汤底的产品战略，并主张“先喝汤，再涮肉”的健康火锅理念，帮助西椒在同质化严重的火锅市场从0到1掌握定价权，一举成为兰州市首家原汤火锅品牌。
Snowflake beef in original broth,
Xijiao hot pot tastes even fresher!
When pre-made hot pot bases became the norm, Whale Pai established a product strategy for Xijiao of freshly simmering the soup base every day, and advocated the healthy hot pot concept of “soup first, then meat.” This helped Xijiao gain pricing power from 0 to 1 in a highly homogenized hot pot market, becoming the first original-broth hot pot brand in Lanzhou.
嗨饺
放心馅料吃嗨饺
Hi dumplings
Don't worry about stuffing to eat hi dumplings
荣获2023第38届沈阳餐饮食材展览会
最具影响力的水饺品牌
三大质检硬指标 放心饮料吃嗨饺
鲸湃为嗨饺重新提出“放心馅料”的企业战略，并提出“三大质检便指标，放心馅料吃嗨饺”的购买期待。并以更加年轻化的设计统领各渠道产品包装，统一“嗨饺全年营销动作”，聚焦“放心馅料”这一独特价值，帮助嗨饺重掌定价权。
Three Quality Inspection Indicators,
Assured Fillings—Enjoy Hi Dumplings
Whale Pai repositioned Hi Dumplings with the corporate strategy of “assured fillings,” and proposed the purchase expectation: “Three quality inspection indicators—assured fillings, enjoy Hi Dumplings.” With a more youthful design, Whale Pai unified product packaging across all channels and coordinated year-round marketing activities for Hi Dumplings, focusing on the unique value of “assured fillings,” and helping the brand regain its pricing power.
桃小艾
去烟艾灸
TaoXiaoai
Smokeless Moxibustion
艾灸就找桃小艾，去烟显著祛痛快。
鲸湃为桃小艾去烟艾灸确立了“艾灸就找桃小艾，去烟显著祛痛快！”的企业战略，提出“30分钟缓解9大疼痛，在家哪痛灸哪”的销售主张，开发了去烟艾灸仪、去烟灸脚仪、桃小艾正品薪艾等产品结构，携手桃小艾开创了明火艾灸2.0时代。
Moxibustion? Choose Taoxiaoai.
Smokeless Moxibustion relieves pain effectively.
Whale Pai established Taoxiaoai’s Smokeless Moxibustion strategy, proposing “Relieve nine types of pain in 30 minutes—treat pain at home wherever it occurs,” while developing Smokeless Moxibustion devices, foot therapy devices, and premium moxa products, ushering in the Open-Flame Moxibustion 2.0 era.
怕高度近视，到爱可优视
鲸湃为爱可优视构建“怕高度近视，到爱可优视！”的企业战略，聚焦“角塑镜”作为爱可优视的招牌产品，创作“一觉睡醒看得清，白天不用戴眼镜”等销售主张，并创意15s广告，设计“小爱”为爱可优视品牌明星，降低视光行业品牌营销成本、消费者理解成本。
Fear of severe myopia, Go to Accu Vision.
Whale Pai defined Accu Vision’s strategy around orthokeratology lenses, introducing the promise “Wake up and see clearly—no glasses during the day.” The team produced 15-second commercials and created “Xiao Ai” as the brand mascot, reducing both industry marketing costs and consumer understanding costs.
OPERATION
FLOW
4
服务流程
SERVICE PROCESS
服务时间规划
TIME PLANNING
沟通调研、确定品牌命名、品牌调性、基础设计，吉祥物基础，基本款包装。
Communication research, determine the brand name, brand tonality, basic design, mascot basis, basic packaging.
（品牌设计需在品牌名称确定后方可开始，如命名有延迟设计亦向后顺延）
(The brand design can be started only after the brand name is determined. If the name is delayed, the design will be postponed accordingly.)
深入研究品牌文化、应用设计 / 吉祥物应用设计、系列包装设计。
In-depth study of brand culture, application design / mascot application design, series packaging design.
文化落地设计、设计落地指导。
Cultural landing design, design landing guidance.
鲸湃品牌咨询
做品牌 找鲸湃
创始人
FOUNDER
KINGBRAND
CONSULT
陈 曦
90后品牌创新专家新商业顾问
90+品牌幕后策划人
鲸湃品牌顾问团队总顾问&策划人
奕麦管理咨询创始人
麦当劳文创策划师
Chen Xi
Post-90s Brand Innovation Expert & New Business Consultant
Strategist Behind 90+ Brands
Chief Consultant & Planner, Julai Brand Advisory Team
Founder of Imai Management Consulting
Creative Planner, McDonald’s
BRIEF
INTRODUCTION
1
关于鲸湃咨询
ABOUT KINGBRAND
鲸湃咨询(上海)成立于2015年，是国内一流品牌策划及战略咨询公司。
以商业设计为基础，通过品牌策划及产品价值塑造，最终提供创新与竞争战略解决方案并包含商业研究、消费升级和趋势洞察、品牌年轻化策略与新商业通识教育。
作为复杂性学科的研学机构，基于多元学科互涉和复杂性研究，将看待复杂性问题的方法论和多维视角迁移到商业面对动荡多变的商业环境，以“帮助企业拥有适应变化的能力”为使命。结硬寨，打呆仗，做商战的革命家。
Founded in 2015, Pai Consulting (Shanghai) is a leading brand strategy and consulting firm in China.
Built on commercial design, and through brand strategy and product value creation, we deliver innovative and competitive strategic solutions, including business research, consumption upgrading and trend insights, brand rejuvenation strategies, and new business education.
As a research-driven institute grounded in complexity studies, we draw on interdisciplinary integration and complexity research to translate multidimensional methodologies into the evolving business landscape. Guided by the mission to help enterprises build the capability to adapt to change, we are committed to becoming revolutionaries in business strategy.
标识设计
ABOUT LOGOS
鲸湃企业文化
KINGBRAND CULTURE
1.企业使命
帮助企业拥有适应变化的能力
2.核心价值观
不卑不亢不作崇
尊重知识尊重人
3.价值主张
结硬寨，打呆仗，
做商战需要的革命家
4.第一原理
值钱比赚钱重要
1.Enterprise mission
Help enterprises build the ability to adapt to change.
2.Core values
Neither humble nor arrogant nor servile,
Respect knowledge, respect people.
3.Value proposition
Build strong camps, fight steady battles, be the revolutionary of business warfare.
4.First principle
Being valuable is more important than making money
MONEY
鲸湃方法论
METHODOLOGY
多元学科做策划
敢说都能差异化
商业是个复杂系统，单一学科无法系统归因
鲸湃基于25门学科的多维视角迁移至商业
使得鲸湃不局限于服务任何行业
Multi-disciplinary planning
Dare I say differentiate
Business is a complex system that cannot be reduced to a single discipline.
Pai integrates insights from 25 disciplines into business practice.
This enables Pai to serve clients across industries.
我们是一家复杂性学科的研学机构
基于多元学科互涉和复杂性研究
以及看待复杂性问题的方法论和多维视角迁移到商业
最终帮助企业拥有适应变化的能力
We are a research institute dedicated to the study of complexity. Drawing on interdisciplinary research and complexity science, we translate multidimensional methodologies into business practice. Ultimately, we enable organizations to adapt and thrive in a changing world.
多元学科商业研究
KINGBRAND CONSULTANT
复杂的商业系统里
为了更好的服务好我们的合作机构
我们正在努力学习和研究这些理论
In a complex business environment,
in order to better serve our partner organizations,
we are continuously learning and researching these theories.
METHODOLOGY
2
鲸湃格物学
ERGONOMICS
把冰卖给爱斯基摩人
物的本质不是物的本身，一个产品和品牌的核心是它对于消费者的意义感。
爱斯基摩人生活在冰天雪地中，他们并不会无端消费你的冰，
除非把冰变成爱斯基摩人喜欢的雕塑或守护神。
今天的市场——如冰天雪地，而我等，一如爱斯基摩人。
Sell Ice to Eskimos
The essence of a thing is not the thing itself. The core of a product or brand lies in the sense of meaning it holds for consumers.
Eskimos live in ice and snow, and they do not consume your ice without reason,
unless you turn ice into a sculpture or a guardian figure that they cherish.
Today’s market is like a frozen wilderness, and we are like the Eskimos.
每个企业都需要的格物世界观
鲸湃格物学是基于哲学构建的，关于复杂世界的认知方法论。在商业层面是作为创新方法的前提解构和思考：把具象的“物”和抽象的“意义”进行拆分，确定一个产品和品牌的核心是它的意义感。鲸湃格物学是一种穿透事物本身，直达本质的哲学思维。比如对探险者品牌来说，消费者买的不是帐篷本身，而是通过帐篷度过一个难忘的全家快乐好周末。
Every enterprise needs a worldview grounded in essence.
Whale GeWu is a philosophically grounded cognitive methodology for understanding the complexity of the world. At the commercial level, it serves as the foundational framework for innovation, deconstructing and rethinking business problems: it separates the concrete “thing” from the abstract “meaning,” and defines the core of a product or brand as its sense of meaning. Whale GeWu is a philosophical approach that penetrates beyond appearances and goes straight to the essence of things. For the Explorer brand, for example, consumers are not buying the tent itself, but a memorable weekend of family joy made possible through the tent.
本质&形上
全家快乐好周末
帐篷就用探险者
物质&形下
探险者家庭户外帐篷
鲸湃方法论
ENTERPRISE METHODOLOGY
3C战略三角模型、企业能量模型理论、第一性原理、4P营销理论、波特五力模型、商业模式画布
战略杠杆、MECE原则、波士顿矩阵、SWOT分析法、PEST模型、通用电气矩阵
VRIO模型、安索夫矩阵、无意识营销、消费者心智阶梯、点线面体、单一要素、组织战略模型
盖伊川崎四象限模型、SNS理论、六度空间理论、长尾理论、附着力因素法则
……
定位理论、鲸湃CSR系统模型、鲸湃品牌战略金字塔、超级符号理论、品牌三原理
鲸湃品牌3H模型、视觉锚、货架思维、鲸湃品牌矩阵、现代广告原则、视觉传达
公关传播、社交货币、鲸湃品牌进化论、品类战略、鲸湃品牌三观
鲸湃品牌命名原则、鲸湃品牌品类真伪辨证法、品牌哲学、爱斯基摩
……
第二曲线、组合创新、错位竞争、熊彼特创新经济学、非连续性、破界创新
颠覆创新、微笑曲线、价值链创新理论、价值网创新理论
分形创新、第一创新、批判性思维
……
01 多元模型
23+底层学科，60+基础模型让策划更科学。
02 课题研究
课题式调研，底层中立，先洞悉社会问题，再洞察行业问题，再寻求解决方案，不研究就没有发言权。
03 逻辑演绎
演绎法逻辑证明推论，商业逻辑重在逻辑，而非经验，逻辑比事实更真实，比经验更靠谱。
04 格物观察
致知在格物，以鲸湃独有格物观探讨产品形而上的价值，重新塑造产品内核。
05 青年视角
任何行业都值得被年轻化重作一遍，和年轻人在一起就是与时俱进，以青年视角创造新价值。
06 关键时刻
优化客体验流程，塑造关键节点，放大品牌价值，让顾客满意。
07 战略动作
以哲学世界观探索企业社会存在价值，以此构建企业发展战略，关键动作，战略次序。
08 先进案例
90+项目操作经验，30000+人次的课程参与，真老板、真专家、真学员共同背书。
鲸湃课程体系
CURRICULUM SYSYTEM
我们的课程
Our course
《成为高手的秘密》
The secret to being a master
《新国货时代》
New era of domestic goods
《2020开年小趋势》
2020 starts with a small trend
《年轻人终将占领世界》
Young people will take over the world
《8大定位方法，助你与众不同》
8 ways to differentiate yourself
《消费升级与品牌年轻化》
Consumption upgrading and brand rejuvenation
《战役你需要修炼的三大内功》
The three inner skills you need to practice in battle
《低风险创业》
Low-risk entrepreneurship
《面向中国经济2035》
Facing the Chineses economy 2035
《她经济时代怎么赚女人钱》
How does she make women's money in economic times
《黑天鹅与反脆弱思维》
Black Swans and anti-vulnerability thinking
《关于品牌的四个关键词》
Four key words about the brand
品牌战略金字塔
BRAND STRATEGY
CASE
SHOW
3
品牌设计
BRAND DESIGN
铠豚
院感防控系统
Armoured dolphin
Hospital infection prevention and control system
抗疫院感找铠豚，即时消杀更精准！
铠豚，是中国呼研所创新科研产品。鲸湃从品牌命名到企业战略的招牌案例之一，鲸湃帮助铠豚构建“抗疫院感找铠豚，即时消杀更精准！”的企业战略，并为其创作“铠豚三大抗疫原则”、“铠豚四大工作原理”统领铠豚的产品介绍、品牌营销、广告创意；帮助铠豚降低销售成本、营销传播成本、客户理解成本。并策划举办“西南院感安全大会”，一举解决2B企业营销难题，帮助铠豚从幕后走到台前，从0到1建立世界级抗疫品牌！
Anti-epidemic hospital feeling for armored dolphin, instant elimination more accurate!
Armoured Dolphin is an innovative research product of the China Huyan Institute. As one of Whale & Co.’s signature strategy cases, we supported Armoured Dolphin from brand naming to corporate strategy, establishing the positioning: “For hospital infection control during epidemics, choose Armoured Dolphin — more precise, instant sterilization.” We also developed the “Three Anti-Epidemic Principles” and the “Four Working Mechanisms” to guide product introduction, brand marketing, and advertising. By doing so, we reduced sales, communication, and customer understanding costs. We further organized the “Southwest Hospital Infection Control Safety Conference,” addressing B2B marketing challenges and helping Armoured Dolphin move from behind the scenes to the forefront, building a world-class anti-epidemic brand from 0 to 1.
好视力
睡眠蒸汽眼罩
Good Vision
Sleep Steam Eye Mask
2021年6抖音居家好物榜销量第一
东方甄选带货
好视力，更要好睡眠！
鲸湃聚焦年轻人难入睡问题，通过品牌定位：将好视力“音乐蒸汽眼罩”重新定位成“睡眠蒸汽眼罩”，创作了“五感助眠，快速入睡”的销售主张，并通过年轻化的“包装设计”，赋能老牌企业的年轻化转型。
Better eyesight, better sleep!
Whale Consulting focuses on the difficulty young people have falling asleep. Through brand repositioning, we transformed Good Vision’s “music steam eye mask” into a “sleep steam eye mask,” created the sales proposition of “Five senses to help you fall asleep quickly,” and leveraged younger-oriented packaging design to empower the brand’s rejuvenation and transformation.
探险者
专注家庭户外
TanXianzhe
Focus on family outdoors
品牌形象完成全球注册
3年累计销售额第一
全家快乐好周末，帐篷就用探险者！
探险者，天猫帐篷品类第一品牌。鲸湃为探险者确立了“全家快乐好周末，帐篷就用探险者！”的企业战略，调整旗下全部产品线，帮助消费者降低选择成本，同时以更年轻化的品牌形象和产品包装面对年轻消费群体，最终帮助年八位数营收的探险者，重新掌握定价权。
Happy family weekends,choose TanXianzhe for your tent!
TanXianzhe is the No.1 tent brand on Tmall. Whale Consulting established the corporate strategy of “Happy family weekends—choose TanXianzhe for your tent!”, streamlined its entire product line to reduce consumers’ decision-making costs, and reshaped the brand with a younger image and packaging to appeal to younger audiences. Ultimately, this helped TanXianzhe, with annual revenue in the eight-figure range, regain its pricing power.
户外时光
OUTDOOR TIME
有着“乌中哈士奇”之称的鲸头鹳，外形不仅呆萌可爱，且极具辨识度，我们将其重新改造并命名为“时光鸟”，以作为「户外时光」的品牌视觉形象，一举统领户外时光的产品工业设计、品牌周边设计，并在落地材质及制作工艺上下足功夫，彻底提高同行模仿成本，为建立强势品牌打下坚实基础。
The shoebill, known as the “Husky among birds,” is not only adorably quirky in appearance but also highly recognizable. We reimagined it and renamed it “Time Bird” as the brand’s visual icon for “Outdoor Time,” unifying the industrial design of Outdoor Time products and related brand merchandise. By investing heavily in material selection and craftsmanship, we significantly raised the barrier to imitation within the industry, laying a solid foundation for building a strong and distinctive brand.
盒柿
基因检测
HeShi
Genetic Testing
测基因特质，选生活方式
鲸湃通过将“基因检测”重新定位成“基因体检”，帮助国民级抗疫英雄企业，完成2B到2C的战略转型，并为其建立两大购买证据：盒柿基因实验室、盒柿基因专家组。帮助盒柿降低竞争成本，且在引导行业发展的同时，又能精准累积同行无法模仿的品牌资产。
For genetic traits, for lifestyle.
By repositioning “genetic testing” as “genetic check-ups,” Whale Consulting helped this national champion enterprise complete its strategic transformation from B2B to B2C and established two key purchase proofs: the Box Persimmon Gene Laboratory and the Box Persimmon Gene Expert Team. This strategy helped Box Persimmon reduce competitive costs while guiding industry development, and at the same time accumulate brand assets that competitors cannot replicate.
一个呆檬
A dull moon
维C喝好，颜值爆表！
鲸湃自成立起服务到今天的客户，通过差异化的包装设计，降低快消品牌的营销传播成本，创作了“维C喝好，颜值爆表！”的价值主张，帮助一个呆橘在货架上获得陈列优势，聚焦年轻化市场。
Drink Vitamin C, glow exceptionally!
Since its founding, Whale Consulting has served this client by leveraging differentiated packaging design to reduce marketing and communication costs for FMCG brands. We crafted the value proposition “Drink Vitamin C, glow exceptionally!”, helping a dull moon gain a stronger shelf presence and secure display advantages, with a clear focus on the younger market.
近纯
原叶少年白茶
JinChun
Original leaf juvenile white tea
让一片好茶走出深山！
鲸湃为近纯确立了“不做老白茶饼，只做原叶新白茶”的企业战略，创作了“让一片好茶走出深山”的价值主张，以及“富含26种氨基酸，更适合青少年饮用”的销售主张，帮助近纯在福鼎老白茶的红海竞争中脱颖而出，通过“企业战略”、“品牌定位”、“包装设计”，帮助近纯开辟全新年轻化市场，调整企业渠道策略。
Let fine tea come out of the mountains!
Whale Consulting established the corporate strategy of “No more traditional white tea cakes—only original fresh white tea” for Jinchun, created the value proposition “Let fine tea come out of the mountains,” and developed the sales claim “Rich in 26 amino acids, better suited for young people.” This helped Jinchun stand out in the highly competitive Fuding white tea market. Through corporate strategy, brand positioning, and packaging design, Whale Consulting enabled Jinchun to open up a new, younger market and refine its channel strategy.
品牌设计入选
中国古田路9号设计年鉴
炙鲜
炭火烤肉
ZhiXian
Barbecue
大众点评2023长春必吃榜
长春2600+烤肉品牌/门店
唯二上榜烤肉品牌
鲜菜包鲜肉，炙鲜吃不够！
鲸湃餐饮行业策划三板斧“轻奢年轻快时尚”。鲸湃为炙鲜确立了“新鲜食材”的企业战略，创作了“鲜菜包鲜肉，炙鲜吃不够！”的品牌口号，通过“门头设计”、“菜单改善”、“招牌产品”、“明星产品”开发，帮助炙鲜从大众烤肉，一举跃迁至中高端烤肉连锁品牌。
Fresh vegetables wrap fresh meat
Zhixian is never enough!
Whale Pai proposed the “light luxury, youthful, fast fashion” strategy for the catering industry. For Zhixian, Whale Pai established the corporate strategy of “fresh ingredients” and created the brand slogan “Fresh vegetables wrap fresh meat, Zhixian is never enough!” Through storefront design, menu optimization, development of signature dishes, and star products, Whale Pai helped Zhixian upgrade from a mass-market barbecue brand to a mid-to-high-end barbecue chain.
廖新林
米粉好滋养
Liao Xinlin
Rice Noodles good nourishing
首店日营业额峰值17000+
疫情逆势加盟8家分店
嗦粉喝光乌鸡汤
廖新林乌鸡米粉是鲸湃从0-1全案策划的经典案例之一，鲸湃根据廖新林品牌资源禀赋，为廖新林品牌确立“滋养米粉”的企业战略，提出“廖新林米粉好滋养，嗦粉喝光乌鸡汤”的购买期待，同时开发了“乌鸡三宝”产品，成为线下堂食、线上美团及零售渠道的超级爆品，项目落地后，市场好评不断，现已在当地扩张3家连锁店。
Drink up the black chicken soup
Liao Xinlin Black Chicken Rice Noodles is one of Whale Pai’s classic 0-to-1 full-case planning projects. Based on Liao Xinlin’s brand resources and strengths, Whale Pai established the corporate strategy of “nourishing rice noodles” for the brand and proposed the purchase expectation: “Liao Xinlin rice noodles are nourishing—finish your noodles and drink up the black chicken soup.” At the same time, Whale Pai developed the “Black Chicken Three Treasures” product line, which became a blockbuster across dine-in restaurants, Meituan online delivery, and retail channels. After the project was implemented, the brand received continuous market praise and has now expanded to three local chain stores.
西椒
雪花牛肉火锅
Snow Beef Hot pot with
Western Pepper
雪花牛肉涮原汤，西椒火锅更鲜香
当火锅底料成为一种常态，鲸湃为西椒创立每天现熬汤底的产品战略，并主张“先喝汤，再涮肉”的健康火锅理念，帮助西椒在同质化严重的火锅市场从0到1掌握定价权，一举成为兰州市首家原汤火锅品牌。
Snowflake beef in original broth,
Xijiao hot pot tastes even fresher!
When pre-made hot pot bases became the norm, Whale Pai established a product strategy for Xijiao of freshly simmering the soup base every day, and advocated the healthy hot pot concept of “soup first, then meat.” This helped Xijiao gain pricing power from 0 to 1 in a highly homogenized hot pot market, becoming the first original-broth hot pot brand in Lanzhou.
嗨饺
放心馅料吃嗨饺
Hi dumplings
Don't worry about stuffing to eat hi dumplings
荣获2023第38届沈阳餐饮食材展览会
最具影响力的水饺品牌
三大质检硬指标 放心饮料吃嗨饺
鲸湃为嗨饺重新提出“放心馅料”的企业战略，并提出“三大质检便指标，放心馅料吃嗨饺”的购买期待。并以更加年轻化的设计统领各渠道产品包装，统一“嗨饺全年营销动作”，聚焦“放心馅料”这一独特价值，帮助嗨饺重掌定价权。
Three Quality Inspection Indicators,
Assured Fillings—Enjoy Hi Dumplings
Whale Pai repositioned Hi Dumplings with the corporate strategy of “assured fillings,” and proposed the purchase expectation: “Three quality inspection indicators—assured fillings, enjoy Hi Dumplings.” With a more youthful design, Whale Pai unified product packaging across all channels and coordinated year-round marketing activities for Hi Dumplings, focusing on the unique value of “assured fillings,” and helping the brand regain its pricing power.
桃小艾
去烟艾灸
TaoXiaoai
Smokeless Moxibustion
艾灸就找桃小艾，去烟显著祛痛快。
鲸湃为桃小艾去烟艾灸确立了“艾灸就找桃小艾，去烟显著祛痛快！”的企业战略，提出“30分钟缓解9大疼痛，在家哪痛灸哪”的销售主张，开发了去烟艾灸仪、去烟灸脚仪、桃小艾正品薪艾等产品结构，携手桃小艾开创了明火艾灸2.0时代。
Moxibustion? Choose Taoxiaoai.
Smokeless Moxibustion relieves pain effectively.
Whale Pai established Taoxiaoai’s Smokeless Moxibustion strategy, proposing “Relieve nine types of pain in 30 minutes—treat pain at home wherever it occurs,” while developing Smokeless Moxibustion devices, foot therapy devices, and premium moxa products, ushering in the Open-Flame Moxibustion 2.0 era.
爱可优视
医学视光中心
Accu vision
Medical optometry center
怕高度近视，到爱可优视
鲸湃为爱可优视构建“怕高度近视，到爱可优视！”的企业战略，聚焦“角塑镜”作为爱可优视的招牌产品，创作“一觉睡醒看得清，白天不用戴眼镜”等销售主张，并创意15s广告，设计“小爱”为爱可优视品牌明星，降低视光行业品牌营销成本、消费者理解成本。
Fear of severe myopia, Go to Accu Vision.
Whale Pai defined Accu Vision’s strategy around orthokeratology lenses, introducing the promise “Wake up and see clearly—no glasses during the day.” The team produced 15-second commercials and created “Xiao Ai” as the brand mascot, reducing both industry marketing costs and consumer understanding costs.
OPERATION
FLOW
4
服务流程
SERVICE PROCESS
服务时间规划
TIME PLANNING
沟通调研、确定品牌命名、品牌调性、基础设计，吉祥物基础，基本款包装。
Communication research, determine the brand name, brand tonality, basic design, mascot basis, basic packaging.
（品牌设计需在品牌名称确定后方可开始，如命名有延迟设计亦向后顺延）
(The brand design can be started only after the brand name is determined. If the name is delayed, the design will be postponed accordingly.)
深入研究品牌文化、应用设计 / 吉祥物应用设计、系列包装设计。
In-depth study of brand culture, application design / mascot application design, series packaging design.
文化落地设计、设计落地指导。
Cultural landing design, design landing guidance.
