5 ways
5种方法Jellycat
果冻猫 is cuddling up to customers The plush toy brand has adults and kids lining up to buy cuddly avocados and bagels. Here’s how it’s doing it. nailing policy homed reach shot shines seeped breaks pairing locking purchase prepared
正在拥抱顾客 这个毛绒玩具品牌有大人和小孩在排队购买可爱的牛油果和百吉饼。下面是它的做法。钉住政策 命中 射门 闪耀 渗透 突破 配对锁定 购买准备Jellycat
果冻猫 has been around since 1999, selling soft toys for babies and children. In the past four years, however, it has experienced dramatic growth... primarily with adult fans. The brand really
自 1999 年成立以来，一直销售婴儿和儿童毛绒玩具。然而，在过去的四年里，它经历了戏剧性的增长……主要是成年粉丝。这个品牌确实shot
射击 to fame during the Covid-19 lockdowns when people were searching for ways to boost their mental health and had more disposable income (可支配收入). A
在 Covid-19 封锁期间，当人们寻找改善心理健康并拥有更多可支配收入（可支配收入）的方法时，该产品声名鹊起。一个Jellycat
果冻猫 toy can cost between £11 and £200. The impact of this can be seen in its financial earnings, with the London-based company making £52m of profit in 2023, up from £18m just five years ago. In recent months, the
玩具的价格在 11 到 200 英镑之间。这一影响可以从其财务收益中看出，这家总部位于伦敦的公司到 2023 年的利润为 5200 万英镑，而五年前为 1800 万英镑。近几个月来，Jellycat
果冻猫 brand has become a hit after putting on a series of location-exclusive pop-ups(快闪店) in major cities around the globe. It has been cutting through on TikTok and Instagram with creator
该品牌在全球各大城市开设一系列专场快闪店后，迅速走红。它已经与创作者一起在 TikTok 和 Instagram 上取得了突破content.When
内容.何时 asked for an interview,
要求接受采访，Jellycat
果冻猫 said it has a
说它有一个policy
政策 where only its fans and characters can do the talking. So, we asked branding experts for their take (one’s opinion or attitude) on why
只有它的粉丝和角色才能说话。因此，我们询问了品牌专家对原因的看法（他们的意见或态度）Jellycat’s
果冻猫的 marketing is working. Richard Hartle, creative director at the agency Collaborate, sums up the
营销正在发挥作用。 Collaborate 机构的创意总监 Richard Hartle 总结道Jellycat
果冻猫 hype perfectly. “
炒作完美。 “Jellycat
果冻猫 understands its brand in the right now. That it’s about so much more than a color and a logo or imposing an idea on a consumer. Brand is about culture and how your customers experience you. While this can change, you can use it to your advantage, which is what
现在就了解它的品牌。它不仅仅是颜色和徽标或将想法强加给消费者。品牌关乎文化以及客户对您的体验。虽然这种情况可能会改变，但您可以利用它来发挥自己的优势，这就是Jellycat
果冻猫 has done.” 1. Quality Hartle says
已经做到了。” 1. 质量哈特尔说Jellycat’s
果冻猫的 success can be summed up in one word: quality. “Its products are in a league of their own. High quality and attention to detail. That’s been carried from the original product lines into these limited editions and it’s very important.”
成功可以用一个词来概括：品质。 “它的产品独树一帜。高品质和注重细节。这一点从原始产品线转移到了这些限量版产品中，这一点非常重要。”Jellycat
果冻猫 toys are made with super soft plush(长毛绒) and are machine washable. It has a 4.3 rating, with high praise for softness and quality. Less positive reviews are primarily to do with delivery and shipping. This dedication to quality goes beyond just its products and into pop-up builds and even to its staff, Hartle says. “They’re simple but super well-detailed, so again, quality
玩具采用超柔软毛绒（长毛绒）制成，可机洗。它的评分为4.3，因其柔软度和品质而受到高度赞扬。不太积极的评论主要与交付和运输有关。哈特尔说，这种对质量的奉献精神不仅体现在产品上，还体现在快闪建筑中，甚至体现在员工身上。 “它们很简单，但非常详细，所以再说一次，质量 shines
闪耀 through,” he says of its pop-ups and staff. “They’re superb and clearly understand the ethos(精神理念) of the brand, about simple and engaging fun.” Crucially, Hartle, says
通过，”他谈到它的快闪店和员工时说道。 “他们非常出色，并且清楚地了解品牌的精神理念，即简单而有趣的理念。”哈特尔说，至关重要的是Jellycat
果冻猫 isn’t “overthinking things; it is just doing these few things very well.” 2. Exclusivity（独特性） Andrew Dobbie, who is the founder and chief executive officer at the branding agency
不是“想得太多；”它只是把这几件事做得很好。” 2. Exclusivity（独特性） Andrew Dobbie，品牌机构创始人兼首席执行官MadeBrave
勇敢者, credits
, 学分Jellycat
果冻猫 with “
和 ”nailing
钉钉子” urgency and exclusivity on its products. “This is interesting for a ‘plushie’ brand that has managed to break into mainstream culture,” he says. “By creating this demand around its products,
” 其产品的紧迫性和排他性。 “这对于一个成功打入主流文化的‘毛绒玩具’品牌来说很有趣，”他说。 “通过围绕其产品创造这种需求，Jellycat
果冻猫 has created huge hype among collectors, building a community that provides mass exposure for the brand… for
在收藏家中引起了巨大的炒作，建立了一个为该品牌提供大量曝光的社区……free.”Megan
免费。”梅根 Rebecca Thomas, marketing coordinator at
丽贝卡·托马斯 (Rebecca Thomas)，营销协调员Brandwidth
品牌宽度, adds that
，补充说Jellycat
果冻猫 has been particularly clever with its location-exclusive products. In Paris, you can buy a macaron
其定位独特的产品尤其聪明。在巴黎，你可以买到马卡龙Jellycat
果冻猫 or an éclair, while in New York there is a cream cheese and salmon bagel, for example. “While this is nothing new – Le Labo has been doing its city-exclusive scents for years – in
或闪电泡芙，而在纽约则有奶油奶酪和鲑鱼百吉饼。 “虽然这不是什么新鲜事，但 Le Labo 多年来一直在生产城市独有的香水——pairing
配对 the unique item with a little bit of make-believe,
带有一点假象的独特物品，Jellycat
果冻猫 has made its pop-ups unmissable.”3. Experiential marketing
使其弹出窗口不容错过。”3.体验式营销Jellycat’s
果冻猫的 pop-ups in London, Paris, Singapore and New York have gained the brand widespread attention, with consumers, the press and advertisers all raving about the experience. Each city has had a country-specific theme, so a fish and chip shop in London, a bagel shop in New York and a patisserie in Paris. Kristoff Doria di Cirie, an experience design consultant and founder of
伦敦、巴黎、新加坡和纽约的快闪店赢得了该品牌的广泛关注，消费者、媒体和广告商都对这种体验赞不绝口。每个城市都有一个特定国家的主题，例如伦敦的炸鱼薯条店、纽约的百吉饼店和巴黎的糕点店。 Kristoff Doria di Cirie，体验设计顾问兼创始人Insogni
因索尼 Studio, says
工作室，说Jellycat
果冻猫 has taken familiar elements of experiential retail(零售) and reworked them in a way that feels fresh. He likens it to the
采用了体验式零售的熟悉元素，并以一种让人感觉新鲜的方式对其进行了重新设计。他将其比作experience to Build A Bear, which gets kids to create and stuff their own cuddly toys, but says that retailer “lacked the narrative（叙事的） depth,” which
打造一只熊的体验，让孩子们创造并填充自己的可爱玩具，但零售商表示“缺乏叙事深度”，Jellycat
果冻猫 has now
现在有locking
锁定 in on. “The customer steps into a world of lore and ritual, becoming part of the story. They don’t just buy a plush; they buy into an entire imaginative universe.” The activations are immersive（沉浸式的）. For example, at the London activation in the Selfridges department store, customers could order their fish and chip toys from the counter, have the server add salt and pepper and box it all up for
在. “顾客走进一个充满传说和仪式的世界，成为故事的一部分。他们不只是买毛绒玩具；他们还买毛绒玩具。他们相信整个富有想象力的宇宙。”激活是沉浸式的。例如，在 Selfridges 百货公司的伦敦活动中，顾客可以从柜台订购炸鱼薯条玩具，让服务员添加盐和胡椒，然后将其全部装箱。them.“These
他们。“这些 immersive spaces bring about episodic
沉浸式空间带来情景memory,
记忆，homed
归巢 in personal experiences that strengthen brand loyalty,” says Doria di Cirie. “
增强品牌忠诚度的个人体验，”Doria di Cirie 说道。 “Jellycat
果冻猫 doesn’t just create products; it creates environments where customers build memories. It’s this fusion(融合) of ritual, story and immersive space that keeps people coming back.“
不只是创造产品；它创造了让顾客留下回忆的环境。正是这种仪式、故事和沉浸式空间的融合让人们流连忘返。”Jellycat
果冻猫 has half a million TikTok followers and another million on Instagram. Its strategy on its owned channels is primarily posting premium animations of its characters doing silly or adorable things. Where
在 TikTok 上拥有 50 万粉丝，在 Instagram 上还有 100 万粉丝。它在自有频道上的策略主要是发布其角色做愚蠢或可爱的事情的优质动画。在哪里Jellycat
果冻猫 really excels on social, however, is through its customers and influencers, where it encourages them to share videos of their collections, unboxing videos and reviews. Dobbie says: “Not only does this showcase the products, it also creates a coolness around the brand that is hard to match as it has effectively made use of the power of its collectors to sustain growth and popularity online.”   On TikTok, 150,000 users have posted videos under #Jellycat and there are over a million posts across Instagram’s #Jellycat. “This strategy has created a clever cycle of urgency, collectability and community engagement that creates inevitable awareness and impact that has
然而，真正擅长社交的是通过其客户和影响者，鼓励他们分享其收藏的视频、拆箱视频和评论。多比说：“这不仅展示了产品，还为品牌营造了一种难以比拟的酷感，因为它有效地利用了收藏家的力量来维持在线增长和受欢迎程度。”在 TikTok 上，有 15 万用户在 #Jellycat 下发布了视频，Instagram 上的 #Jellycat 上也有超过 100 万条帖子。 “这一策略创造了一个紧迫性、可收藏性和社区参与的巧妙循环，创造了不可避免的意识和影响力，seeped
渗透 into the most unexpected and typically unreachable places,” says Dobbie.   5. Targeting kids and adults
进入最意想不到和通常无法到达的地方，”多比说。 5. 针对儿童和成人Brandwidth’s
品牌宽度 Thomas says that, given the price point, she hasn’t been surprised that more adults than kids have been queuing up to get their fish and chips at the Selfridges pop-up. “Perhaps it’s just my algorithm(算法), but I’ve seen a lot of
托马斯说，考虑到价格点，在塞尔福里奇快闪店排队购买炸鱼薯条的成年人比孩子多，她对此并不感到惊讶。 “也许这只是我的算法，但我见过很多TikToks
抖音 and Instagram videos of apron-clad(穿着围裙的) Selfridges staff getting
和 Instagram 视频中 Selfridges 员工穿着围裙Jellycat
果冻猫 enthusiasts to mime(做哑剧表演) sprinkling some Salty Steve or squeezing Clemont Lemon over their new
爱好者们哑剧表演，在他们的新衣服上洒一些咸史蒂夫或挤克莱蒙柠檬purchase
购买,” she says. She says it is “fascinating” that something that started as a product for newborns has had this “radical upsurge with Gen Z and now beyond.”   By carving out two different audiences for
，”她说。她说，最初作为新生儿产品的产品已经“在 Z 世代以及现在的其他世代中掀起一股激进的热潮”，这“令人着迷”。通过为两个不同的受众划分Jellycat
果冻猫 toys, the brand has successfully broadened its
玩具，该品牌已成功拓宽其范围reach
抵达 and, by getting younger adults hooked on the toys, it has the potential to turn them into customers for life, buying for their children in the future.
而且，通过让年轻人迷上这些玩具，它有可能将他们变成终生顾客，在未来为他们的孩子购买玩具。

What Is Rejection Therapy And Why Am I Giving It A Try?
什么是排斥疗法？为什么我要尝试它？

“The worst thing they can do is say no.”
“他们能做的最糟糕的事情就是拒绝。”

Growing up anxious, this oft-repeated sentence never resonated with(与…有共鸣) me. To me, “no” was never just a closed door. It felt like a reflection of what everyone thought of me. Or, what I imagined they were thinking of me.
在焦虑的成长过程中，这句经常重复的句子从未引起我的共鸣。对我来说，“不”从来不只是一扇紧闭的门。这感觉就像是每个人对我的看法的反映。或者，我想象他们在想我。

Whether it was romantic, academic, or, later on, career-related rejection, each “no” brought about the deep, hot burn of shame. As shame flooded my body, so did every negative thought I ever had about myself. Despite the valid reasons for whatever rejection I was facing, I viewed it as an affirmation of my deepest fears.
无论是浪漫的、学术的，还是后来与职业相关的拒绝，每一个“不”都会带来深深的、灼热的羞耻感。当羞耻感淹没我的身体时，我对自己的每一个负面想法也随之而来。尽管我所面临的拒绝有充分的理由，但我认为这是对我最深的恐惧的肯定。

So, after doing everything I could to prevent this feeling in my life, why am I seeking it out now?
那么，在我竭尽全力避免生活中出现这种感觉之后，为什么我现在还要寻找它呢？

What is rejection therapy?
什么是排斥疗法？

Rejection therapy is a form of exposure therapy that has recently gained traction on many corners of the internet. The concept is simple: Get rejected as much as possible. While this sounds horrible, it can help you rewire your brain, get you closer to your goals, and become more confident.
拒绝疗法是一种暴露疗法，最近在互联网的许多角落受到关注。这个概念很简单：尽可能被拒绝。虽然这听起来很可怕，但它可以帮助你重新连接你的大脑，让你更接近你的目标，并变得更加自信。

But don’t confuse it with therapy.
但不要将其与治疗混淆。

“To be clear, the online game called Rejection Therapy is not an evidence-based therapy practiced by clinicians,” says Dr. Peter W. Tuerk, Ph.D, a clinical psychologist and Professor at the University of Virginia. “It is a self-help resource. I’m not aware of any clinical trials(临床试验) demonstrating it to be effective; however, the basic principle behind it is sound. That is, facing fears that aren’t actually dangerous can help one overcome those fears.”
“需要明确的是，名为“拒绝疗法”的在线游戏并不是临床医生实践的循证疗法，”弗吉尼亚大学临床心理学家兼教授Peter W. Tuerk博士说。 “这是一种自助资源。我不知道有任何临床试验（临床试验）证明它是有效的；然而，其背后的基本原则是合理的。也就是说，面对实际上并不危险的恐惧可以帮助人们克服这些恐惧。”

The online game was invented by Jason Comely, who started looking for ways to force himself to face his own fear of rejection. He turned it into a card game, and then it took off online when social media did what it does best and turned it into a trend.
这款在线游戏是由贾森·康梅利 (Jason Comely) 发明的，他开始寻找方法强迫自己面对自己对拒绝的恐惧。他把它变成了一种纸牌游戏，然后当社交媒体发挥其最擅长的作用并将其变成一种趋势时，它在网上开始流行。

Social media, especially, has taken to this trend as the latest self-help and self-improvement challenge. But for me, this goes beyond “mental toughness.” From a psychological standpoint, the issue is complicated. There are a variety of reasons why a rejection scenario might be avoided, and certain people might benefit from exposure to them while others wouldn’t.
尤其是社交媒体，已将这一趋势视为最新的自助和自我完善挑战。但对我来说，这超出了“心理韧性”的范围。从心理学的角度来看，这个问题很复杂。有多种原因可以避免拒绝的情况，某些人可能会从接触这些情况中受益，而其他人则不会。

Why I’m experimenting with rejection
为什么我要尝试拒绝

I started trying this approach when I realized that, while I thought I was confident and self-aware, I had crafted an unchallenging life where I wasn’t being rejected because I wasn’t trying anything new. When I heard about rejection therapy, it shook something deep in my core by forcing me to realize that, 4. ____ _____ that childhood fear of rejection, I had created a life that was pretty much obstacle-free.
当我意识到，虽然我认为自己很自信并且有自我意识，但我已经创造了一种没有挑战性的生活，我没有因为没有尝试任何新事物而被拒绝时，我开始尝试这种方法。当我听说拒绝疗法时，它迫使我意识到， 4. ____ _____童年时期对拒绝的恐惧，我创造了一种几乎没有障碍的生活，这震撼了我内心深处的某些东西。

On the surface level, a convenient, safe life might not seem like a red flag. I had even justified(认为…是合理的) my devotion to “protecting my peace” as a way of healing my inner child. I deserve a safe, predictable life, I told myself while constructing a life without challenges — or any opportunities for rejection. And while I still believe this, I realized I had run too far in the opposite direction. When I took a real look at my life, I was forced to confront the fact that I was at a fixed point and, if I didn’t change anything, I would stay there.
从表面上看，方便、安全的生活似乎并不是一个危险信号。我什至证明（认为……是合理的）我对“保护我的和平”的奉献是治愈我内心的孩子的一种方式。我应该过上安全、可预测的生活，我告诉自己，同时构建一种没有挑战的生活，也没有任何被拒绝的机会。虽然我仍然相信这一点，但我意识到我在相反的方向上跑得太远了。当我真正审视自己的生活时，我被迫面对这样一个事实：我正处于一个固定的点，如果我不改变任何事情，我就会呆在那里。

Despite its name, rejection therapy is not a clinical form of therapy, so I couldn’t rely on the standard mental health resources. Instead, on my quest to find out more about rejection therapy and what it could offer me, I discovered Jia Jiang’s “100 Days of Rejection Program” and accompanying TED Talk. Quite simply, he set himself 100 challenges to face 100 days of rejection and it changed his life.
尽管有它的名字，排斥疗法并不是一种临床形式的治疗，所以我不能依赖标准的心理健康资源。相反，在我寻求更多关于排斥疗法及其能给我带来什么的过程中，我发现了贾江的“100 天拒绝计划”以及随附的 TED 演讲。很简单，他给自己设定了 100 个挑战，以面对 100 天的拒绝，这改变了他的生活。

https://www.rejectiontherapy.com/100-days-of-rejection-therapy （If possible, show students this video and his “rejection list”）
https://www.rejectiontherapy.com/100-days-of-rejection-therapy （如果可以的话，给学生看这个视频和他的“拒绝清单” ）

Jiang’s rejection list offers challenges from asking strangers for compliments and exchanging secrets with them to lofty, once-in-a-lifetime opportunities like skydiving or interviewing former President Barack Obama. Filming all of his interactions on the internet quickly made him a viral sensation(轰动的人，事，物). His story is incredible, but the most exciting aspect for me is how rapidly he began to change. Not materially, but his perspective.
江的拒绝清单提供了各种挑战，从向陌生人询问赞美和与他们交换秘密，到跳伞或采访前总统巴拉克·奥巴马等崇高的、千载难逢的机会。拍摄他在互联网上的所有互动很快让他引起了病毒式的轰动（轰动的人，事，物） 。他的故事令人难以置信，但对我来说最令人兴奋的是他开始改变的速度有多快。不是物质上的，而是他的观点。

“I found if I just don’t run if I got rejected, I could actually turn a ‘no’ into a ‘yes,’” Jiang shared in his TED Talk. “The magic word is ‘why.’”
“我发现，如果我被拒绝了而不竞选，我实际上可以把‘不’变成‘是’，”姜在他的 TED 演讲中分享道。 “神奇的词就是‘为什么’。”

Moving from rejection to connection
从拒绝到连接

Through all this research, the promise of what awaited me at the end of this journey was the most exciting. Could I really become a more active participant in my life — and in the world — just by learning to take a “no?”
通过所有这些研究，在这次旅程结束时等待着我的承诺是最令人兴奋的。我真的可以通过学会接受“不”来成为我的生活和世界上更积极的参与者吗？

Part of me was embarrassed at the thought. It felt childish to be so averse to rejection. It made me feel spoiled and entitled. Did I really think I was above being rejected? Had I been so coddled(溺爱的) as a child that I had to deal with this now? Of course, that was the anxiety trying to get me to burrow(挖洞) away in defeat. After furiously journaling about it, I realized that I had been told “no” so much without context, reason, or ever asking “why.”
我的一部分因为这个想法而感到尴尬。如此不愿意被拒绝感觉很幼稚。这让我觉得自己被宠坏了，也觉得自己有权利。我真的认为我不会被拒绝吗？难道我小时候太溺爱了，以至于我现在不得不面对这个问题吗？当然，那是一种焦虑，试图让我在失败中挖洞。在疯狂地写下这件事之后，我意识到有人对我说“不”，却没有任何背景、理由，也没有问过“为什么”。

By seeking “why,” Jiang often found new opportunities or left with a more enriching interaction. For my life, this could be revelatory, I thought. Instead of sitting with my shame and further cementing negative neural pathways, I could open myself up to feedback, opportunity, and connection.
通过寻找“为什么”，蒋经常发现新的机会或留下更丰富的互动。我想，对于我的生活来说，这可能是一种启示。我可以敞开心扉接受反馈、机会和联系，而不是坐视羞耻并进一步巩固消极的神经通路。

How leaning into rejection has changed me
拒绝的倾向如何改变了我

I knew I didn’t want to imitate Jiang’s approach completely. Unlike Jiang, whose challenge led him to perform random acts in pursuit of rejection, I wanted to try a more focused version. I’m a Capricorn cusp(摩羯座), after all.
我知道我不想完全模仿江的做法。与姜的挑战导致他为了追求拒绝而做出随机行为不同，我想尝试一个更有针对性的版本。毕竟我是摩羯座。

I took the basics of rejection therapy and applied it to the areas of my life that felt most stagnant(停滞的). Ready or not, I was going to shake them loose — even if I had to reacquaint myself with that burn of shame. Maybe on the other side, I would find connection.
我掌握了排斥疗法的基础知识，并将其应用到我生活中感觉最停滞的领域。无论是否准备好，我都会摆脱它们——即使我必须重新熟悉那种羞耻感。也许在另一边，我会找到联系。

The areas of my life that felt most obstructed by my fear of rejection were my career and social life. So, to give my efforts some direction, I set daily goals.
在我的生活中，我因害怕被拒绝而感到最受阻碍的领域是我的职业和社交生活。因此，为了给我的努力指明方向，我设定了每日目标。

In my career, I was satisfied with my job because all I had to do was exactly what I was told — and I knew I could do it well. As a writer, I was in the unique position of having long-term contracts, with new opportunities occasionally blossoming through my network. In other words, I didn’t have to put myself out there at all. But for freelance writers, that’s part of the game. So, I made a list of publications and old connections to pitch(推销) and forced myself to send a pitch a day.
在我的职业生涯中，我对自己的工作很满意，因为我所要做的就是按照别人告诉我的去做——而且我知道我能做得很好。作为一名作家，我处于独特的地位，拥有长期合同，新的机会偶尔会通过我的网络涌现。换句话说，我根本不需要把自己暴露在外。但对于自由作家来说，这就是游戏的一部分。因此，我列出了一份出版物和旧联系的清单，并强迫自己每天发送一次推介。

For most writers, this process can be tedious, but it shouldn’t fill them with insurmountable(难以克服的) fear as it does for me. The first few emails were painful. Even though, to shield myself from the pain of facing a rejection I wasn’t ready for, I created a whole new email address so I would only open it when I was prepared for what I would (or wouldn’t) find.
对于大多数作家来说，这个过程可能很乏味，但它不应该像我一样让他们充满难以克服的恐惧。前几封电子邮件很痛苦。尽管如此，为了让自己免受因未准备好而遭到拒绝的痛苦，我创建了一个全新的电子邮件地址，这样只有当我准备好要（或不会）找到什么时，我才会打开它。

I was surprised when I started looking forward to checking my email — and that was before the good news started pouring in. Yes, I was met with mostly rejections. But instead of sinking into my shame, I used them as an opportunity to connect with new people, create relationships, and find my way to new opportunities.
当我开始期待检查我的电子邮件时，我感到很惊讶——那是在好消息开始涌入之前。是的，我大部分都遭到了拒绝。但我并没有陷入羞耻之中，而是利用它们作为与新朋友联系、建立关系并找到新机会的机会。