How to build a mid-range brand?
Usually, people will simply divide brands into mass brands, mid-range brands, and high-end brands based on **. I have noticed that in recent years, more and more brands have broken through with the mid-end market, and a number of mid-range brands have taken the high-quality route.
Taking the tea drink track as an example, a few years ago, the mid-end market was still blank, and brands such as Hey Tea and Bawang Tea Ji won by providing a better tea experience with coffee. Taking the hotel industry as an example, Atour Market has taken a fancy to the middle market of economic chain brands or five-star hotel brands, and has established its own brand position in the mid-end market with a unique product logic
The mobile phone industry is the most involuted industry for mid-range brands, and there is not even one of them. Last week, I participated in the online launch of realme. This time the release is the realme 12 pro and the realme 12 pro+ two new products. Throughout the conference, the most frequently mentioned words were the words "mid-range disruptor" and "quality-price ratio".
Looking at these brand examples, I also hope to find some of the secrets behind the mid-range brands. One of the most important points is:Successful mid-range brands use all their advantages on the cutting edge.
Liang Ning, the product manager, talked about the product logic of Atour Hotel. The most impressive sentence is:It's not better, it's different
At that time, Atour was targeting the middle market between economic chain brands or five-star hotels. Although there are gaps, it is difficult. How did Atour solve this problem?
Grasp the core appeal. The core appeal of a business traveler is to get a good night's sleep. The bed experience was good and key for people on a business trip. So Atour spends more money on beds, mattresses, and pillows, chooses better quality, and reduces the cost of carpets.
According to Mr. Liang Ning's proposal, it is:
Where users have presets, don't disappoint users too much. Where the user does not have a preset, surprise him.
Enterprise resources are limited, and you can't meet user expectations at all points. Especially for mid-range brands, because of the cost constraints, there is no way to provide the same experience and configuration as high-end brands. It provides the best experience and configuration on the core demands of users.
Same. This time realme, which is positioned as a mid-range disruptor and does just that.
Among the new devices released this time, the most attractive part for me is the video part. In terms of the image of all mobile phone manufacturers, realme provides a 4K file of the same super light and shadow periscope, which can be said to subvert the rules of mid-range images. This can be said to be the typical practice of using all the advantages on the cutting edge.
At the same time, in terms of design, many people are not familiar with this name, but their works have their own halo: Rolex, Roger Dolby, Piaget and other brands of luxury watches. On the screen, wet hand touch technology is supported, and the wet hand state can also be used to control the screen more accurately.
Of course, there are quite a few parameters. I won't list them all here. But we can see a logic from it, that is, almost the advantage is used on the blade, which is the core appeal of the user.
The key is that it is also very advantageous. The first sale price of the realme 12 Pro series starts at only 1599 yuan.
Using all the advantages of the product on the most painful pain points of users, while maintaining relatively low prices and high-quality products, this is almost the most classic interpretation for mid-range brands.
Look at the big picture. In the past decade, the more popular brands in the Internet era have played in terms of volume, and the brands that have achieved success are relatively low-end. However, truly high-quality mid-range brands can only rely on high-quality explosive content to drive traffic or business growth. Especially in recent years, consumers have become more rational, they can accurately judge what they need and what they are willing to pay. Heytea's real milk, real tea, real fruit, Atour's pillows, mattresses, and realme's 4K file with the same super light and shadow periscope, etc., can make consumers feel worthwhile.
Consumers never buy something because it's cheap, it's worth it. Spell low price, cost-effective In fact, there is no way to impress truly loyal consumers. So brands shouldn't just roll around for cost-effectiveness, but create value. Attentive management, careful polishing of products, attentive marketing, consumers will naturally pay for the brand value, this is from the past low-end market to the high-end market must go uphill.
Make a teaser. Later, I will also do a review of the mid-range brands in the automotive industry and some suggestions, welcome the attention of people in the automotive industry".Sanqu Auto Auto
realme official, realme 12 Pro series shot.
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