从诺贝尔到小黑盒物品榜单文化下的逻辑探究eye glasses style picture coll

最近，我想提醒大家关注两个榜单。一年一度的诺贝尔奖的榜单，以及天猫小黑盒九月新品大赏榜单。两件事看似像“星空”、“大地”，风马牛不相及，其实都是榜单文化的衍生品。

说到榜单文化，最大的特点就是自带仪式感，以集锦的方式，让人们“一日看尽长安花”，快速了解相关领域的发展。不过，在不同的时代和需求下，其肩负的使命也不同，我以诺贝尔奖、小黑盒新品大赏分析一下榜单文化的底层逻辑。

同样是排名，但它们之间存在巨大的差异。诺贝尔奖代表的是经典，而天猫小黑盒则是行业新秀。来自不同时空的两者，在领域聚焦和评选、发布方式各不相同，但在“榜单权威”上有着同样的指标性。

诺贝尔奖关注前沿学术成就，评定过程十分严格，甚至出现奖项空缺。而天猫小黑盒专注生活消费行业，围绕市场行情严格甄别，编制新品大赏榜单。在9月新品大赏中，它们踩准了手机新品集中发布季、春夏时装周月等市场周期，以创意视觉解析进行展示，让人耳目一新。

以这样的名义做领域之眼，从信息论角度来讲，这些筛选后的列表能够在海量信息中为我们提供灯塔，为普通人提供了解最新科学成果或优质商品的手段。它帮助穿越学术世界，对于普通人来说，更是难以攀登。而对于品牌商与消费者而言，它解决了渠道多元化的问题，也让用户发现优质商品变得更容易。

但这些只是表面现象，从深远意义上讲，它们不仅能激励更多青年投身科学，还能成为商业领域的一块金字招牌。在用户心中建立强大的IP认知，使固定时间和隆重仪式成为记忆点，使得每年的诺贝尔、奥斯卡等都成了代名词一样的地位。而天猫小黑oboxing new products, not just in the tech space but across all categories. It's not just about listing products; it's about creating an experience that users can't resist.

So, what does this mean for us? It means we need to think beyond the product itself and create a story around it. We need to make our customers feel something when they see our product, whether it's excitement, joy or even curiosity. And then we need to deliver on that promise every single time.

That's why at Tmall Box Office, we don't just list products; we create experiences. We use H5s and news shows to tell stories around each product, making them more than just a list of items. We want our customers to feel like they're part of something bigger than themselves.

And so far, it seems like this strategy is working. Our new product big rewards list has become a staple of the industry, with brands clamoring for a spot on the list. And once they're on there, sales skyrocket.

But here's the thing: while these lists are great for brands and consumers alike (who doesn't love discovering new things?), they also have broader implications for society as a whole.

For one thing, these lists help level the playing field between different brands and businesses. They give smaller companies a chance to compete with larger ones by showcasing their unique offerings alongside those of more established players.

At the same time though (and I'm being serious), these lists also perpetuate consumerism in ways that may be problematic long-term (but hey who am I kidding?). They encourage people to buy more stuff without necessarily thinking about where that stuff comes from or how sustainable its production is

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