The vast majority of China's top 100 brands are super ** positioning, this is not my opinion, this is the world's largest communication group WPP's research conclusion.
What is super**, that is, the pricing that exceeds 150% of the average market price.
Among successful brands, 60% of products or services are **, super**. Among the failed brands, only 5% and 9% are super-**.
Now the lowest price on the whole network is popular, and many of the first sentences in the live broadcast room are "knocking down the **". The lowest price on the whole network, selling a lot of products, what can I do?In addition to the platform, Internet celebrities, and big Vs who can make money, businesses are busy in vain in addition to being leeks.
Many people say that I don't make money, and I even do it at a loss, because I have traffic, which is equivalent to advertising. This is pure wishful thinking. With such a cheap product, consumers will not say hello when they buy it, they will only think that your brand is only worth this money, and the original ** is inflated. You wanted to make a good name at a low price, but instead of what you wanted, you earned a bad reputation.
Consumers want to be cheap, this is the biggest misconception in marketing. Consumers don't want to be cheap, they want to take advantage of it, they want to feel that they have taken advantage of it.
You knocked down the **, and the harm is that it is difficult for you to rise again. Consumers are receptive to price reductions, but not easily receptive to price increases. It is easy to form a strong potential energy by pushing a stone from the top of the mountain down the mountain, and it takes a hundred times more effort to push a stone down the mountain from the bottom of the mountain.
The underlying logic behind high pricing to create a strong brand is that the consumer groups defined by the two are different. Aside from the very few luxury consumers, the two largest consumer groups are the mass consumer group who pursue cheap, and the middle class who pursue quality consumption.
Mass consumers talk about pragmatism, as long as it can be used, as long as it is cheap enough. Middle-class consumers pay attention to the quality and the concept and culture attached to the product. Different crowd positioning leads to different value propositions of products and brands.
Judging from the historical experience of the past, human consumption is constantly escalating. Even in the post-epidemic stage, the economic downturn and weak consumption are only a short-term phenomenon, and truly far-sighted brands will not be blocked by the present to look into the distance.
Whether it is mass consumption or middle-class consumption, it must change from using products to enjoying life, from the pursuit of practicality to self-experience, from convergent consumption to personality expression, from the pursuit of material satisfaction to the pursuit of spiritual pleasure.
The other side of the problem is that merchants have no self-confidence, and they do not really do a good job in their own quality, and their own services cannot keep up, there is no brand awareness at all, there is no systematic in-depth planning of the brand, and a multi-dimensional moat has been established.
There are many things about the brand that you don't put your mind to and don't do with your brains, of course, you can only fight the ** battle, because you only have the card of price reduction in your hand.
Zhao Chongfu, a brand strategy expert, is one of the practitioners who best understand positioning theory and super symbols in China, and uses positioning ideas and super symbol methods to empower brands to grow healthily.