作品简介

　　品类是品牌背后的关键力量，强大的品牌一定是某一品类的心智主导。中国上市企业持续增长的主要动力来自开创并占据一个品类新物种，一个新物种平均可以再造三个百亿级企业，成为企业增长的支柱力量。

　　本书首次将定位思维与互联思维结合，提出互联网时代的战略定位思维，构建打造新物种的系统方法论。书中穿插作者多年亲历的独家典型商业案例，既有行业**企业，也不乏成功的创业公司，融入情感定位、物种共生、变异法则等全新商业概念，揭示新物种思维的价值。



　　刘坤：战斗蚂蚁新物种战略咨询创始人，原里斯中国合伙人，北京大学特聘讲师，师从定位之父艾·里斯。长城汽车、广药王老吉、桃李面包、中国农业银行私人银行、好未来集团、百洋医药、老乡鸡餐饮、君乐宝乳业、今麦郎食品、奥克斯空调、竹叶青茶业等企业新物种创新顾问。12年间助力长城汽车营收从100亿元到1200亿元，服务哈弗、坦克、欧拉、长城炮、魏、沙龙六大品牌，助力长城开创经济型SUV、潮玩越野车、女性电动车、越野皮卡、0焦虑智能电动车、机甲电动车等汽车界的新物种。多次受邀在可口可乐（中国）、长城汽车、好未来集团、阿里巴巴等中外500强企业进行新物种战略讲座和培训。

　　陈颖颖：战斗蚂蚁新物种战略咨询联合创始人，赢姐创业营主理人。担任30多家品牌新物种战略顾问/视觉锤顾问，包括长城汽车坦克越野、小鹿蓝蓝宝宝零食、老板大厨蒸箱、罗莱超柔床品、君乐宝酸奶、久盛实木地暖地板、优信二手车全国购、蒙牛一米八八儿童奶粉、今麦郎凉白开等。协助企业不断开创新物种，打造第二主干，助力持续增长。创业营链接200+高端创业者，成员营收合计超百亿，致力于打造中国第一商业创新社群。

Introduction of works

Category is the key force behind the brand, and a strong brand must be the mental leadership of a certain category. The main driving force for the sustained growth of China's listed enterprises comes from creating and occupying a new species of a category, a new species can recreate an average of three billion enterprises, and become the pillar of corporate growth.

This book combines positioning thinking and interconnection thinking for the first time, proposes strategic positioning thinking in the Internet era, and builds a systematic methodology for creating new species. The book is interspersed with exclusive typical business cases experienced by the author for many years, including both industry leading enterprises and successful startups, and integrates new business concepts such as emotional positioning, species symbiosis, and the law of variation to reveal the value of new species thinking.

Liu Kun: Founder of the New Species of Fighting Ant Strategy Consulting, former partner of Riess China, distinguished lecturer of Peking University, under the guidance of Ai Riess, the father of Positioning. Great Wall Motor, Guangyao Wanglao Ji, Peach and Plum Bread, Agricultural Bank of China Private Bank, Good Future Group, Baiyang Medicine, Laoxiang Chicken Catering, Junlebao Dairy, Jin Mailang Food, Oaks air conditioning, bamboo leaf green tea industry and other enterprises new species innovation consultant. In the past 12 years, it has helped the revenue of Great Wall Motor from 10 billion yuan to 120 billion yuan, serving the six brands of Haval, Tank, Euler, Great Wall Gun, Wei and Salon, and helped the Great Wall create new species in the automotive industry such as economic SUV, fashion off-road vehicle, female electric vehicle, off-road pickup truck, 0 anxiety intelligent electric vehicle, Mecha electric vehicle, etc. Many times invited to Coca-Cola (China), Great Wall Motor, Good Future Group, Alibaba and other Chinese and foreign top 500 enterprises to give lectures and training on new species strategy.

Chen Yingying: Co-founder of the new Species of Fighting Ant Strategy Consulting, director of the Win Sister startup camp. Served as a new species strategic consultant/visual hammer consultant for more than 30 brands, including Great Wall Motor Tank Cross Country, Deer Blue Blue baby snacks, Boss Chef steamed box, Luo Lai super soft bed products, Jun Lebao yogurt, Jiusheng solid wood floor heating floor, Youxin used car national purchase, Mengniu one meter 88 children's milk powder, Jin Merang cold Baikai, etc. To help enterprises continue to create new species, create a second backbone, to help sustainable growth. Link 200+ high-end entrepreneurs, members of the total revenue of more than 10 billion, committed to building China's first business innovation community.