Clothing Marketing: The Situation That We Should Pay Attention To In Building High-End Brands

In the tide of high-end and luxury clothing market, the value of many products deviates from the market demand. When the pickles and toilets are developing towards luxury goods, the final market result must be "chicken feather".

In this "high-end" feast, enterprises are constantly losing their lives. Through analysis and summarization, there are five main situations:

1, blindly pursue high price speculators mentality

In the eyes of many enterprises,

It is the high price that we use the "speculator" mentality to make the product, as if the higher the product price, the better the product. In fact, the high-end product is not equal to the high price.

The price of enterprise products must be evaluated comprehensively based on many factors, such as internal product cost, marketing objective, external market structure, price elasticity of demand, market competition and so on.

In the near future, Moutai's luxury events also show that in the process of price upgrading, enterprises can not run products with blindly pursuing the speculator mentality of high price, resulting in the short term operation of products, the gradual loss of customers' customers and the business crisis.

2, overemphasizing the star effect of public relations promotion.

On the road of high-end product development,

As an important means to enhance the image of an enterprise, it can not be ignored.

But if the stars are the only means of high-end products market and pursue sensational effects, they will make the products of enterprises become the symbol of "vulgarization", set up the goal of aristocracy, and the products are moving towards the clown.

The success of our products in the selection of stars is very few. In the choice of stars and promotion of public relations, most enterprises do not have long-term planning and can not choose stars who are consistent with the corporate image and product connotation, let alone Microsoft and apple and other enterprises to shape stars.

3, ignore the deep connotation and accumulation of products.

High end products usually have a deeper cultural connotation.

It can impress consumers to pay a relatively high price. For this purpose, high-end products are making great efforts in cultural connotations, and spend a lot of money on R & D investment.

On the basis of building brand stories, many famous cosmetics companies have invested in new product development for a long time, and well-known leather goods and garment enterprises have been leading the fashion trend constantly. Apple, a technology enterprise, has promoted the development of the whole industry through the continuous introduction of new products. For this reason, the fashion and technology connotation of strong enterprise products is the important foundation for high-end products.

4, products are single and lack of product mix.

As we all know, high-end products rely on the scarcity of products to obtain higher single product returns, but their huge advertising investment, staff costs, R & D investment and so on, making most products difficult to get a relatively large business returns.

Therefore, using the market influence of high-end products and expanding sales to become the business mode of most luxury enterprises, the famous LVMH group has dozens of well-known brands, covering a relatively large number of middle and high-end customer groups in addition to its world-renowned LV, Dior and Givenchy. The well-known Apple Corp also started to operate simplified versions of Iphone and Ipad.

Many enterprises in China, when the product line is not yet mature, rush out high-end products and carry out a large number of market inputs, making the road of high-end enterprises unsustainable.

5, ignore the overall operation of enterprises.

High end products have special operation mode. They have special business rules and patterns from R & D, procurement, production and marketing.

Montagut has become the epitome of the decline of high-end brands.

Therefore, paying attention to the uniqueness of the whole high-end product chain is difficult for enterprises to develop continuously, and the overall commercial operation can maintain the vitality of the brand.

As the saying goes, "three generations can produce a nobleman". As a high-end customer, enterprises are facing the wave of luxury and bustle. Based on the value of the product itself, after years of baptism and market tests, we can truly create high-end products belonging to China.