Fierce Competition: "Never Discount" Is Also Successful.

Brand value of luxury goods

As a representative of "never discount" brand, in the view of LV, as a luxury brand, we must insist on its expensive pricing, and allow users to subtly accept the brand and understand the connotation of the brand by means of unconventional means of communication, in short, let customers accept the reason why luxury brands are high priced and "never discount".

The LOUIS VUITTON company, more than 100 years ago, from Paris, France, achieved the "luxury brand" high-end positioning through its "never discount" strategy to imply and associate consumers.

As we all know, there are different price ranges in the same category of products. Different price ranges also have different brands, and different price ranges actually correspond to different customers.

People who buy Rolex and wear are totally different from those who buy Swatch and wear them. Jetta and Bentley can't be a kind of person.

And "luxury brand" is the marketing positioning through different customer intervals.

Luxury brands, because of their high prices, have undertaken an important mission: to become a specific symbol that can afford the high cost of luxury brands.

Just like the signs of nobility, such as titles, surnames, badges, etc., the symbolic meaning of luxury brands is success and affluence.

These do not need to be realized through discount.

The usual marketing strategy of luxury brands is "never discount".

If a lot of luxury brands can adopt "never discount" through their brand meaning and value, how can some popular brands achieve success through "never discount"?

On the day before "3. 15", the Beijing Consumer Association launched the "2005 year Beijing people's favorite consumer brand" campaign. A bathroom brand "Ji Shi Duo" market strategy attracted many people's attention.

In the Warring States era of the bathroom industry in China, the top international competitors TOTO, Kohler, American Standard and Roca were eyeing each other. After that, the bathroom companies began to press harder and harder.

Gary Brogoch, vice president of Jishi Duo, believes that Ji Shi duo relies on technology and quality to succeed. It relies on the full service to win the hearts of consumers.

In market research, it is found that in China, Ji Shi Duo is the only bathroom company that does not discount or advertise products.

According to Chen Wenshu, director of Jishi multi brand planning, no discount is made according to the whole strategy of entering China in 1990.

"We observed that the price and structure of the present market are rather confusing. Since there are always discounts and discounts, why not use one of the most realistic prices to face consumers?"

For example, some enterprises' brands can reach seventy percent off or sixty percent off, but they mark the price of products very high.

And our approach is to communicate honestly with consumers and provide reasonable prices to consumers.

In the view of Ji Shi duo, no discount is the quality of products is not discounted, the price is not discounted, service is not big.

At this time, many similar brands in the world are doing the same thing. SIEMENS appliances are one of them.

When many home appliance enterprises have launched the "cheap and cheap" billboards, SIEMENS, which attaches great importance to technological quality and firmly believes in the globalization process, has not changed the rules of the game.

SIEMENS's high-end positioning and advanced technology did not bring them much benefits. Accustomed to "cheap and good" consumers, they never felt close to SIEMENS, who never discounted and would be called noble. SIEMENS went through 4 years of waiting and nearly 50 million yuan loss on the drum washing machine, losing more than 200 million yuan in the refrigerator for two years.

These measures have effectively kept SIEMENS's high-end image and brand value.

After nine years of dormancy, SIEMENS electric appliances went out of the narrow world of refrigerators and washing machines, and entered the second stage of its strategic development - the full expansion period, which made profits in China.

While international companies are implementing "never discount", many local enterprises in China have begun to use this "alternative" marketing strategy to "attack the city".

The national clothing brand enterprise, the good news bird, put forward the slogan "never discount", and today, in the frenzied discounts of clothing enterprises, effectively guaranteed the quality image of the wedding bird clothing in the eyes of consumers, and realized the leap of enterprises.