Brand Strategy Guide: Learn LV Or Study UNIQLO?

The lack of brand added value is a pain that has always been made in China. Building the brand to the high end of the industrial chain is a dream that China has made for many years. Making the brand became the will of the country in 2015. The State Council promulgated "made in China 2025" decided that quality and brand should run through the whole process of building a strong manufacturing nation.

After the strategy is decided, the next step is to plan the path. Fortunately, Chinese enterprises do not need to "cross the river by feeling the stones". We have ready European models and Japanese models for our reference.

LV, GUCCI, PRADA, Burberry, Dior, Chanel, Adidas, Hermes, Armani, Rolex, Remy Martin... A long history, both quality and value, is a common feature of the above European brands. We can call it the European model of brand building.

　　 Quality value More rational. We can see from different parameters whether things are good or not, such as what kind of cloth they wear, and whether watches can be used for a long time.

Taste value is more perceptual. Some people especially like a brand because its brand story, such as the Chanel founder's talent, fame, love and feminism, has always been talked about. Some people like the design behind the brand, such as the classic Chanel LV, the sexy luxury of GUCCI fashion, and some people like the peer recognition of brands, such as wearing a wristwatch to make friends feel that he has good taste.

European brands are very popular and have been evergreen. But there are also some objections: Brandiseivl (brand is evil), because the brand premium itself has no real value, but it is just a kind of cognition that brand names spend in huge amounts of money in the minds of consumers. This extra investment will eventually come back through high pricing. Therefore, the brand should be eliminated so that the price can reflect the quality value more.

This view is not acceptable or negative, but there are such views.

MUJI, UNIQLO and other Japanese enterprises take quality value and grade value, challenging the classic European brand mode.

In the early 1980s, Japan's economic growth was at a standstill. Muji was born in 1983. The slogan of Muji is "value for money". Its products take away the trademark, and the packaging design is very simple, eliminating all unnecessary processing and color, reducing the cost and the price. Today, Muji has also become a brand, but the basic purpose of its birth is to have no brand and eliminate brand premium, which is the essential difference between Muji brand and traditional European brand.

The transformation of UNIQLO began in the 80s of last century, and it integrated the industrial chain, which not only reduced the decoration and labor cost of the store, but also acted as an example. Raw material All cotton must be planted by itself, so it can reduce the price substantially under the premise of guaranteeing quality.

As the brand's European model and Japanese model are generally mentioned above, which road is more suitable for Chinese enterprises?

The European model of brand building is relatively more difficult.

The reason is that grade value takes a long time to build. A person willing to pay so much for a Patek Philippe watch is because he has accumulated a deep feeling for this brand for a long time. Therefore, it is difficult for Chinese enterprises to set up grade value from scratch.

Brand building Japanese mode It is in line with China's current national conditions.

From the economic point of view, the Japanese economy in the early 80s of last century was relatively stagnant. High quality, low price and no brand premium became an important business mode. Today's economic growth in China has also encountered great challenges. China may also be like Japan at that time.

There are two kinds of brand consumers. One of them does not care about the value of the taste. It only wants to pay for the quality value. The reason why they buy brand is that in the age of information asymmetry, only the brand can ensure reliable quality. The premium they pay is actually to buy high quality goods and guarantee money for not buying the wrong ones. The symmetry of information brought by the Internet will prevent them from paying the guarantee fee.

The famous brand products can reduce the purchase price through the mass purchase to the top manufacturers, and reduce the intermediate wholesale price increase links, thus reducing the retail price to 1/3 of the peers.

The main means of necessary shopping centres is to eliminate inventories, because the increase in inventory is very high. Every time we buy a piece of clothing, we have at least four stocks, which means that we buy a piece of clothing that costs four clothes. The mode of necessary shopping centers is to let consumers place orders first, and then factories start production, thus eliminating inventory and greatly reducing prices. People are really paying for quality. Those who do not need to wear luxury labels on clothes do not need the same style as luxury goods, but those who need luxury quality are the target customers of the mall.

These enterprises return to consumers through efficient ways such as inventory, wholesale, advertising and other links. They may also become brands in the future, but they are essentially different from European brands. They are quality brands with no premium.

Chinese enterprises aspiring to build brand think deeply: the European brand mode that pays for emotion, and the Japanese brand mode that pays for quality, which one do you choose?

For example, a group of people originally wanted to go to a brand restaurant to eat, but later, through public comment, it was found that there was also an unknown shop, which was also very good, and the price was affordable. Finally, they went to the new good restaurant to eat. For example, now many children go online to buy cheap and unknown shampoo. Many consumers of PANTENE, rejoice, Head and Shoulders and VS don't dare to buy at first. But with the increase of their praise, they will feel that shampoo is really good from shampoo effect. One person will place the order. People who are willing to pay for quality but do not want to pay for grade will be split into new products.

In short, as information becomes more and more symmetrical, those who are willing to pay for quality will be released from traditional brands and will be served by a number of new agencies that adopt the logic of "UNIQLO (industrial chain integration) + Muji" (brand premium). For example, the name of the best products and the necessary mall to re integrate the industrial chain, so that the price of goods returned to the value of goods.