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Three Trends Of New Luxury Brands

2011/5/23 9:20:00 51

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Trend one: Tradition

Luxury goods

Up or down.

Many traditional luxury goods are now adopting this new marketing strategy, and they are able to grab more products by launching low price products.

market

Share.

For example, in order to achieve the goal of reducing cost, BMW motor chose to cooperate with the excellent domestic manufacturers. After the joint venture of the 3 and 5 series products, the market was listed in the same period of the whole world. The localization of some accessories, the relatively cheap labor force and the advantages of the local make the price of the products more reasonable.

At the same time, BMW has retained the characteristics of the European origin for its 7 tier products, and has retained a higher price.

brand

The high-end image will not be damaged because of this extension.

Trend two: super high quality products that give consumers emotional satisfaction.

These products are priced near the top of the same kind of products, far exceeding the price of other traditional goods, but still in the middle of the burden of middle-class consumers. Such products are usually fast moving consumer goods, with superior quality and exquisite packaging, and consumers often choose to buy because of impulsiveness or brand identity. These products can bring some emotional satisfaction and pleasure to consumers, and as long as the product can maintain quality advantages, most consumers will maintain a considerable degree of brand loyalty because of this emotional intervention.

For example, some international brand cosmetics, if the price alone is much higher than the similar products on the market, there are many consumers, such as white-collar workers, who tend to buy such products. On the one hand, they are attracted by the charm of the brand because of the high quality of the products themselves.

Trend three: classic, brand name products with loyal users.

These products are not at the top of the same products at the price level, nor are they related to the brand extension. They often occupy the classic position of a certain category of products by virtue of the brand effect that has been precipitated for many years, and have a large number of loyal consumer groups.

For example, Starbucks coffee, which is very familiar with everyone, has created a "petty bourgeoisie" shop atmosphere. This coffee brand has a large number of loyal followers. They are used to many scenes of life with Starbucks's aroma of coffee, such as business talks, friends gathering, or a quiet time to enjoy broadband Internet access. It is precisely because of this close emotional connection with consumers that Starbucks has made such a classic coffee brand.