Look At Brand Value From "Officials Wear Luxury Goods"

Glashütte Original

Count, the watch that can be seen only in the public picture is worth nearly 400 thousand yuan, and a director wears a Patek Philippe with a market price of 700 thousand.

As for the depth of news, that is not what the author can excavate.

But these news gave me another inspiration: watch as a tool to display time, its function has been gradually replaced by mobile phones. As an official, the concept of time is far less than an ordinary salesman. Why are willing to spend tens of thousands to hundreds of thousands of dollars to buy a list?

Obviously, they did not wear a watch for convenience to see time, no matter whether the watch was bought on their own or someone else sent it.

Because no senior official will wear a cheap watch for time.

The list may have many fine functions, such as delicate shape, waterproof, anti falling, calendar display, and so on.

Spend tens of thousands or even hundreds of thousands of people just buy a brand. This is a typical consumer mentality of consumers. It is also the charm of the brand. Brand is the real reason for consumer consumption, and the product itself is just a medium to convey brand value.

From this we can also think of LV bags, which is the most popular luxury brand package we have ever heard.

The LV package is essentially a canvas bag coated with PVC waterproof layer, and its quality is far inferior to that of an ordinary leather bag.

There is also SWAROVSKI, raw material is nothing more than ordinary crystal, far less than jade, agate, jade and other higher value, but as

Luxury brands can enhance the value of products. So for ordinary commodities, do brands also have the function of enhancing product value?

For an ordinary commodity, it is sometimes difficult for us to measure how many brands occupy the value of the product.

But we can see from the consumer's point of view, how many decisive factors the brand plays in its consumption process.

We can see scattered markets in the urban fringe or where the migrant workers gather. The market will sell some clothing shoes and hats. Those clothes are still very good fabrics or leather materials, but they look wrinkled. They are said to come from the old clothes that the rich have eliminated or the garbage clothes that come out of the hospital crematorium.

For these commodities, brand is only a night's talk, so the price is also scary. A leather coat may be as long as tens of dollars. A suit is likely to cost more than ten yuan. One is likely to be a famous brand Western-style coat, which only costs a few yuan. Here, no consumer will pay attention to what brand he bought.

But this is also the best way to test the true value of a brand name garment.

If he is a common white collar in a city, his suit will be a fake brand name such as a camel or fox or an old man. They are willing to spend hundreds or thousands of dollars on it because it is in harmony with their work and life atmosphere.

The fabrics of those suits may not be as good as the stalls in the market.

These hundreds of thousands of dollars are actually the price they are willing to pay for this brand. How many white-collar workers can this fabric get good or bad?

If a more advanced grey collar, life is more particular about taste and clothing is more fashionable, then they will spend thousands or even a month's wages to buy a suit.

At this time, the brand is already the first element they choose. The expensive suits seem to be more upscale on the fabric, but how much can these fabrics cost?

In addition to pure cotton or wool, those fabrics are always pformed in popularity and elimination.

If there are no brand names on those suits, there are still a few people willing to pay the money.

For enterprises, we are always entangled in cost and price. We can always accurately measure the production cost of our products, how much the circulation cost is, how much the marketing cost is, how much the price is, and what the gross profit is.

But we always wonder what our customers really want to buy when they are willing to pay.

We think that consumers are paying for the fabric and style of a garment. In fact, consumers are paying for their taste and status.

We always think that consumers are paying for the function of a mobile phone. In fact, consumers are paying for their life, entertainment and more convenient communication.

A IPHON fan, willing to spend 5000 yuan to buy a cell phone, seems to be attracted by IPHON's fashionable appearance and rich functions. Actually, the consumer spends 5000 to prove that I am a fashionable person who keeps up with the trend. I have a way to kill time when I am bored.

And the functions of IPHON end up with calls, SMS and games. There are too many mobile phones with these functions.

No consumer will calculate. He buys a IPHON. The percentage is the value of the shell, the value of the battery is several percent, the percentage is the basic function value, the percentage is the management cost of Apple Corp, and the percentage of IPHON is the circulation cost.

The author does not want to exaggerate the value of the brand. To meet the needs of different needs, the more the product that meets the minimum survival needs, the smaller the value space of the brand. The more the product that satisfies the self value and social identity, the greater the space of brand value.

For enterprises, if they can really find their products to meet the real needs of consumers, they will be able to find the value space of their brands.

For example, Moutai has a lower price than Wuliangye for a long time. This is the fact that enterprises do not realize that liquor is not a product that meets the needs of survival, especially Moutai. It can better satisfy the needs of consumers' social value and social status. Therefore, the brand space of national wine Moutai can surpass the product cost itself, which is also the reason why Moutai has frequently increased its prices in recent years.