Reflections On The Clothing Business Premium "Capability Of The War"

As a marketer, it is clear that if we want to compete and win, we must have differentiation and core competitiveness.

The ultimate goal is to establish the brand value of high premium capability.

The electricity supplier is the product of the rapid development of the Internet. In recent years, the development of the electricity supplier has gone all the way.

Household electrical appliances, although experienced a rather tragic price war, but the overall brand premium level has not been damaged by the end of the price war.

In contrast, the brand premium capability of clothing e-commerce providers is relatively weak, even though the brand image of a customer who spends a huge amount of cost is far away from its premium capability.

As Qiang Hui, chief news officer of "sea e home", is famous for "ironing shirts", the most important problem facing the clothing business providers is their own brand premium capability and the industry's low premium capability game.

Electricity providers, which benefit from the Internet, are limited to the Internet.

Relying on the Internet, the Internet brings him advantages such as efficiency, convenience, wide coverage, and cost reduction. At the same time, the Internet is limited by the consumption characteristics of the Internet.

One of the important reasons is that the prices of goods sold online are generally low.

At the same time, the main group of Internet consumption is a group of young and highly educated users who are seeking novelty and seeking convenience.

I wonder if you have noticed such a phenomenon.

In the shopping mall, even if you see thousands of Yuan clothes, customers are accustomed to it. From time to time, there will be customers entering the selection, while Taobao's last note is "BOSS is 500".

Recently, the turnover is only below 5 orders, and a 60 yuan ordinary men's business shirt has reached 11 thousand.

This huge gap deserves wide consideration.

There are also many business enterprises in order to enhance the premium ability, provide personalized products and services, build personal brand, but at present, the effect is not significant.

In the past, all customers had launched the "24 hours delivery", "30 days' package postage free refund" and "on-the-spot trial" with the help of self built logistics. The high quality shopping experience has allowed customers to get over two purchase rates of over 50%. However, the high cost investment did not help customers improve their premium capability.

In fact, Chen is a very smart marketing gentry. He closely grasped the characteristics of online customers: fashion, youth, fast pace and personality. In view of this group of customers, he advocated popular fashion, and selected all marketing tools that could resonate with young people in these new century to promote brand.

So, he succeeded. "All objects" are deeply rooted in the hearts of the people.

Therefore, everyone's "cheap beauty" is widely known.

Where are the limitations of the low premium?

Competition among network brands is more intense than that under line competition. Simple e-commerce enterprises are more difficult to create high premium brand value. On the one hand, the price pparency improves the customer's price ability; on the other hand, the online brand promotion activities are relatively difficult to establish deep and even aristocratic brand association in the customer's mind because it is limited in the form of the Internet.

Faced with the dilemma, how should the electricity supplier do?

Mr. Qiang Hui of the sea family analyzed:

"First, convey a scarce, valuable Association and cognition that resonates with consumers.

A good charismatic business philosophy can attract people's heart and let people forget the price.

The highest way to get the highest premium is to lead the consumer with a doctrine, and let the high consumption group realize that online shopping is also a status and a symbol of luxury.

"Secondly, we should actively set high prices to guide consumers, so that consumers can recognize the brand from the psychological perspective.

For example, before the Yuxi cigarette and China grade, but they took the initiative to reduce prices, now only more than 20 yuan a pack, become a mid-range smoke.

It is estimated that when Porsche launches a low-grade vehicle number, Porsche will also withdraw from high-end cars.

Of course, high prices need unique product quality and differentiated characteristics to support it. "

"Finally, stick to it.

The road to brand building is always bumpy. It takes a long time to really brand core values into people's minds.

With a long road ahead, enterprises in power often get impulsive and hesitant because of the opportunity cost.

This requires all staff to share a belief in mining rare gold in consumer awareness, insisting and persevering in achieving brand value.