1, blindly pursue high speculators mentality
The price of the product must be based on the internal product cost, marketing objectives, external market structure, price elasticity of demand, market competition and other factors to evaluate the price. Recently, Moutai's luxury event also shows that enterprises in the process of price promotion, not to business products with the pursuit of high priced speculators mentality, making the product management benefit of short-term products, gradually lose the survival of customer groups, faced with crisis management.
In the high-end, luxury market tide, a lot of product value and market demand departure, when pickles and toilets are toward the development of luxury goods, the final market results must be a feather".
In this "high-end" feast, there have been companies through the analysis and summary, with broken halberds defeat, mainly in the following five conditions: 1, the pursuit of high priced speculators mentality of many enterprises in the eyes of high-end products is high, product to use "speculators" mentality, as if the price is high, the product the better, in fact is not equal to the price of high-end products.
2, too much emphasis on public relations promotion star effect
The price of the product must be based on the internal product cost, marketing objectives, external market structure, price elasticity of demand, market competition and other factors to evaluate the price.
Recently, Moutai's luxury event also shows that enterprises in the process of price promotion, not to business products with the pursuit of high priced speculators mentality, making the product management benefit of short-term products, gradually lose the survival of customer groups, faced with crisis management.
Excessive emphasis on the promotion of public relations of the star effect in the development of high-end products, the promotion of public relations as an important means to enhance the image of the enterprise has an important role can not be ignored.
However, if the enterprise as the sole means of high-end products, the pursuit of a sensational effect, it will make the enterprise products become vulgar symbol, set up a noble goal, but the product is moving towards the clown.
3, ignoring the deep meaning and accumulation of products
Our products in the selection of stars, very successful, in the selection of stars and public promotion, most businesses do not have long-term planning, to select the line with the corporate image and product connotation of the star, not to mention such as Microsoft and apple and other companies to create the star. Ignore the product deep connotation and accumulation of high-end products usually have a deeper cultural connotation and technology accumulation can move consumers to pay relatively high prices for high-end products, in the cultural connotation to spare no effort in R & D investment, spend huge sums of money.
Many well-known cosmetics enterprises based on brand story on long-term investment in new product development enterprises, well-known leather and garment enterprises are constantly leading the fashion and technology enterprises by apple is driven by the introduction of new development of the whole industry, the strong enterprise product fashion, technology connotation is an important base for high-end products.
The product alone, the lack of product portfolio to obtain high scarcity as everyone knows, the high-end products rely on products of a single product revenue, but the huge advertising investment, R & D investment cost of their employees, makes most products etc. it is difficult to obtain a more lucrative commercial return.
4, the product alone, lack of product portfolio
Therefore, the use of high-end products in the market influence, become the most luxury business model to expand sales, the famous LVMH group has the world's leading LV, Dior, Givenchy, also has dozens of well-known brands, covering a relatively wide range of high-end customer base, well-known Apple Corp also began operating a simplified version of Iphone and Ipad.
And many companies in our country, in the product line is not yet ripe under the premise of the rapid launch of high-end products, a large number of market investment, making the enterprise high-end road unsustainable.
5, ignoring the overall operation of the enterprise
Ignoring the overall operation of high-end products has a special mode of operation, from the research and development, procurement, production and marketing has a special commercial laws and patterns. Montagut has become a microcosm of the decline of high-end brands. Therefore, it is very difficult to make the sustainable development of the whole industry and the whole commercial operation to keep the vitality of the brand.
As the saying goes: "three generations to a noble", as the positioning of high-end customers enterprises are faced with flashy noisy "luxury" wave, based on the value of the product itself, after years of market baptism and test, it can really create high-end products belonging to the Chinese.
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