Marketing Strategy Of Luxury Luxury Products

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Big brand marketing strategy

Under the dual pressure of "macro consumption situation" and "domestic consumption" "escape" to overseas, luxury goods also have a sense of crisis.

In order to tie the hearts of the vast number of consumers, these expensive brands have worked hard.

At present, after a simple division, luxury brand marketing strategy has gradually formed three factions to stabilize the market.

Regular price increase

The price of luxury goods has become an unwritten rule in the industry. Generally, the price is adjusted two times a year, and the increase is about 3%-5% each time, while the price of classic brand goods is relatively high.

This year

It raised its first price rise to April, but at the beginning of this year, DIOR (Dior), CHANEL (Chanel) and CELINE (CELINE) and so on had already made a price rise.

The cost pressure brought by the rising price of raw materials has become the "unanimous statement" of the collective price increase of luxury brands.

According to a shopping guide from CHANEL, the raw materials used by the brand are sheepskin, calf skin and cow neck skin. These raw materials have been increasing in recent years.

In addition, the annual production process promoted by CHANEL is also a major factor in price rise.

Zhou Ting, a luxury goods research expert, said luxury goods were more expensive to ensure their high-end status in the industry and consumers.

This means that luxury brands decide whether to raise prices according to market demand and sales volume.

According to a person familiar with the operation of luxury goods, because most of the customers' consumption is "rising or falling", the fact that every time the luxury brand releases "price rises" is actually promoting sales.

Rising prices are a marketing tool for luxury brands.

Starvation marketing

In order to ensure the high-end brand status of luxury brands, luxury brands will not only rise in price, but also use hunger marketing methods to foil their demand for buying "atmosphere".

Seven years ago, the price of "LADYDIOR" was 14 thousand yuan, but because of its brand value and many other factors, few consumers knew it.

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Now, the price of LADYDIOR large ordinary leather has surged from 14 thousand yuan to 32 thousand yuan.

DIOR also has two price rises every year, but its increase is around 15%, which is higher than that of other brands.

Although the price of DIOR has gone up a lot, its sales situation has not been reduced, and the LADYDIOR package is in a hot state of "not necessarily having goods".

DIOR salesperson introduces that the shop can only sell 5 leather bags every day, if it exceeds the consumer, it can only store the style of the counter in the full booking shop.

Similarly, the use of hunger marketing brand and Hermes, because of its skin and workers restrictions, making its output is very low, while the price increases at the same time hunger marketing, satisfy the consumer's desire for luxury goods appreciation and will not easily and others "bumping", and the marketing of Alma's hunger in the luxury industry has long been unwritten rules.

Price reduction and market protection

The high-end brands entering the discount season until the end of July have entered the discount season a month earlier, and the discount of two words has gradually penetrated into the luxury sector.

Ferragamo (Ferragamo), GUCCI (Gucci), FENDI (Fendi) and other big names did not hang out obvious discount labels, but some leather goods began to sell at around 30 percent off.

Part of these brands

It's a half price promotion.

PRADA (Prada) counters shopping guide, as early as last month, part

Commodities have already started 50 percent off sales.

Although it was for the season to be cleared, the brand did not start selling discounts in July.

In addition to the above discount of luxury brands, the cosmetics brand that has been keeping up the brand image has been trying to "reduce prices and protect the market".

Reporters visited that Clinique brand products have been cut from 1 this month, the highest decline of 31%.

This is the Estee Lauder group's Clinique brand repeatedly issued price news after the implementation of the market in Beijing.

The head of Estee Lauder group said Clinique's price cut is to narrow the price difference between Mainland China and overseas, so as to restore those consumers who are accustomed to purchasing overseas.

The comparison found that the price of Clinique after the price reduction is basically the same as that of its purchasing channel.

Luxury brands can not wait to "reduce prices" and are closely related to the current consumption situation.

From the end of last year, the growth of the retail industry, especially the large retail enterprises, began to slow down.

In the industry's view, the reality of consumer tightening has made many luxury brands sit still.

Play Gao Yaxing

Many luxury brands have made exclusive exhibitions of museums in museums all over the world. In fact, the luxury brand's enthusiasm for the museum has already exceeded the imagination of everyone, and this has long been one of the major marketing strategies.

After the completion of the new National Museum Museum of China, the "Louis Weedon art Travel Exhibition" has just come to an end. Bvlgari's "125 year classic design" is coming.

Before the "cultural CHANEL" exhibition was held in China, the "Max Mara55 fashion in Italy", which was undertaken in 2008, is the world's third stop after the Berlin cultural center and Tokyo Sen Art Museum.

In addition, Cartire (Cartier) hosted the Cartire treasure art exhibition in the Imperial Palace, China, formerly known as the Forbidden City. DIOR held an exhibition of "DIOR and Chinese artists" in the 798 Art District of Beijing.

Luxury brands have entered the museum. Industry experts say consumers are interested in hunting for novelty and protecting their prices.

They believe that once something enters a museum, it gets a more attractive "art" title than the value of luxury products.