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High-End Brands Or Low-End Brands?

2014/8/8 0:47:00 73

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of course, < a href= "http://sjfzxm.com/news/index_z.asp" > if /a is really rich, ten years and eight years of money can be carried, and a group of top talents in design, production and marketing can also be invited to join.

Most people do not have this kind of business. As Ma Yun said, living is still the first goal of most startups.

high-end or low end. This entangled topic is actually a false proposition. It takes time to argue over its pros and cons of high-end low-end, rather than asking ourselves from a practical price range, which is easier to survive.

After surviving, if other price ranges can be penetrated into it, then continue to cut. If you find that you can't cut in, you can do your own price range and become the first in the market sector.

By that time, you can reflect on yourself, whether you are in the high-end or in the middle and low end, and the result is clear at a glance.

which price range should be cut .

to identify its market entry point, cut from which price range, and use what kind of selling point to make itself surpass competing products, becoming the first choice for consumers, is the key to keeping their business alive.

Many people say that the entry point is to find a blank spot in the market. Others do not do what you do, occupy the first advantage and succeed. This is too one-sided.

For example, the baby waist stool category, in the price range of more than 300 yuan, less competition, basically the market gap, only less than 10% of consumers are buying, if at the beginning, cut into more than 300 yuan of high-end section, sales will be extremely limited, capital turnover is slow, bosses need continuous blood pfusion to support, and finally will let themselves into a desperate situation.

< a > href= > http://sjfzxm.com/news/index_z.asp > > in order to < /a > to make your choice not blind, managers should first determine the percentage of the purchase price and the proportion of sales in each price interval, and know which interval to purchase more people, which is in line with consumers' psychological price expectation for this product.

The most important thing to do in business is to "get together". Where people go, where they run, even if they only get 5% of their customers, they are enough to survive. Therefore, the price range of buying more people will often be the first choice for products to enter.

but don't be too bold. It's very important to do something next. It is to cut into the price range and how to surpass the competing products in the same area to make itself the first choice for consumers. Managers must first do the market survey of various channels, who are the consumers, why buy, why not buy them, what is the use of scenarios and concerns? What are the competing products in the same area, what is the purpose of attracting consumers, and whether they can do better or do differently?

there are two executive keys to doing this step: first, how to do effective market research and draw the conclusion that you want; two, how to compete with competing products, and find out the selling points that can really surpass competing products.

market research, or believe in the so-called quantitative and qualitative research tools as little as possible.

To do a questionnaire and interview with consumers, no matter how scientific your method is, it is difficult to be truly effective, for reference, but do not waste too much time on it.

Please believe that the best investigation is at the scene of purchase and use. The best way to investigate is to sell yourself at the counter, or to use Wangwang to do customer service in front of the computer. In just two or three days, you can clearly determine who the consumer is, why they buy, what to buy and what to worry about, and consumers can clearly tell you where your competition is good or bad, and what your problem is.

find the real selling point: /p >

don't trust too much specious data and models. Do not give yourself the reason to avoid selling to the market. The real business people are all climbing from the market line. They do not know where the bullets are hitting the market players without sitting in the office.

Just like the selling point of the difference between competing and competing products, imagination and speculation (so-called "insight") can not be determined. What is really effective is that you go to see the consumers of the competing products. After they have bought the evaluation, they think what they are good at, where they are bad, and then ask themselves: /p

1, can I do better in competitive products?

2, if it is difficult to do better, can I win on other issues of concern to my customers and stagger my opponent?

for example, the infant hairdresser, in the contrast analysis with the opponent, most of the consumers' concerns are focused on "small voice", "waterproof, water to wash" and so on.

"Super mute", consumers think that "can be washed", you can do "waterproof grade eight higher waterproof"; another way of thinking is that the opponent has done well, and can not surpass himself, then turn to see whether there are other needs for consumers in addition to these two points. Soon, you can see that mom and dad buy the baby's hairdresser, and the inner potential desire is to give the baby a haircut and make various interesting hairstyles. Can he make a new way to wrap it up as a "hairdressing device for all kinds of hairstyles" and stop fighting with the competing products in the selling point of "mute" and "waterproof"? there are two ways of thinking in front of you. One is how to do better at competitive advantages. Consumers think their opponents "mute", can you make them smaller than decibel?

< < a href= > http://sjfzxm.com/news/index_p.asp > sell point > /a > enough and special, and match with the competitors, and also meet the needs of consumers. Is it OK? Please don't be overjoyed. Before selling the actual sales inspection, please put the selling point as a tentative strategy, first sell on this price range, and indeed sell, that is right. If consumers feel worthless, they will not buy you because of this selling point, then give up decisively and try again.

The real market competition is so interesting. If we want to go beyond the competing products accurately, we need to learn the war in war, adjust our positioning and selling points through continuous selling and trial marketing, and decide by launder and so-called market insight that we are lazy.

product line and price positioning, we need to constantly adjust /p >

the price cut in space and the selling point of competition are identified. What managers immediately want to do is to display the selling points with the best product styles and visual design of packages, and create enough cost performance differences in the way of promotion. Once it is launched, consumers will be amazed and will not hesitate to make purchases.

As long as this entry point can enable enterprises to survive and generate cash flow smoothly, enterprises will have enough energy to expand the product line to or above the price range.

there is no need to frame the price range at the beginning, such as high-end or middle and low end.

Managers need to carefully identify the market opportunities of their categories, extend the product line above the price range, and whether they can cut in and beat the high priced goods in that price range; whether the downward stretch can replace the previous low price competitive products, and can be balanced in cost investment.

Don't be too pedantic to think that you are low-end, high-end consumers will feel that you are low-grade and abandon you, as long as you guarantee that the price range of high, medium and low prices corresponds to products with different functions and designs, which provide customers with different values. The product lines of all channels are stagger, and the differences in design, function, pricing and profit will avoid conflicts between high and low price products, price conflicts between different channels and different regions.

besides, this product line and price positioning are not static.

Just like the river, when the tide rises, the river will become a low end. When the tide falls, the river will become a high end.

The change of market price range is also constantly adjusting with competitors. The mainstream price range of today's products is 100-150 yuan, which is the middle and low end of the market. By tomorrow, as the competition intensifies, the price of the entire category will sink and profits will be reduced, and 100-150 yuan will become a high-end market.

Enterprises may have cut through the products of 100-150 yuan interval and become the first brand in the market, but when the market is sinking to 50-100 yuan, the product line should also be adjusted, and the old product prices will sink and fill the original price range with new functional products. If the market is not adjusted, the market's first position is not only guaranteed, but the whole brand's product line is all concentrated on the profit product, and the lack of the pulling of the quantity product will immediately lead to a sharp decline in the inventory turnover rate of the enterprise, slow down the cash flow and increase the fixed cost, and the operation will also be in trouble.

simply do high-end market, do not rely on low-end products to pull, need to be able to withstand, endure loneliness, not much money do not play this trick.

What is more feasible is to cut the market volume first, even if it does not make money, first let cash flow and survive, then gradually expand to the profit product range, follow the market competition situation, and constantly adjust their product line and price system.

Rigid adherence to high-end, or middle and low end, will allow themselves to be passive.

If it is easy to make baby hairdresser, it always refuses to stoop into the 50-100 yuan price range, still sticking to 100-150 yuan, eventually leading to the first position of its own market is not guaranteed, which in turn leads to a slowing down of the whole product line, and the business situation is turning rapidly.