What should enterprises pay attention to when marketing high-end products? (2)

Good products must be sold at high prices! Because it represents the strategic pattern and combat style! It is instinct to sell products at low prices and good quality, and it is skill to sell products at high value! The number of elites in China is1.1.60 billion, which is the data as of 20 18. In this regard, we can summarize this wave of consumption into four aspects: all-round, convenient, unique and innovative, that is, all-round demand, time-saving and labor-saving fast service demand, unique and even unique personalized satisfaction, and the pursuit of change, fashion and new excitement. Lancome, for example, not only regards creation as the driving force of enterprise development, but also constantly develops new products and innovates marketing links, and also adopts different models for different markets. Lancome broke through the traditional VI system in cosmetics industry, focusing on elegant and steady tones, and boldly launched a bright, fashionable, passionate and alternative color system for target customers. At the same time, Lancome has promoted its own service marketing system. Professional training and business guidance have promoted the performance and loyalty of agents. 1. Promote makeup education. In view of the fact that most marketers only sell skin care products but not make-up, Lancome Education School and practical counters have been set up to educate marketers on make-up knowledge, product knowledge, makeup artists and sales skills, so that they will never sell make-up but are willing to sell it. As a result, Lancome's sales have also increased significantly. 2. Cultivate consumers, set up Lancome color studio, makeup salon, etc. Guide consumers to choose face-to-face makeup, self-help makeup and image design, so that a large number of consumers become loyal fans of Lancome. Market competition is cognitive competition. In fact, many customers' products, which were not expensive but did not sell well, came to us. Through systematic practical planning, they repackaged and injected the whole ecology, brand story, cognitive empowerment concept, experience optimization gene, and original lifestyle marketing methodology. The price has doubled and the market is still booming. "The products planned by our team are not allowed to make a fuss about cheap and good quality, but use their own expertise to help customers achieve things." From this, it is concluded that new products must have both form and spirit in order to be promoted in the high-end market! Unfortunately, many bosses used to feel good about their products, but they had no spirit and soul! In this way, it is impossible to complete the exchange from product advantages to consumer interests, and it is not easy to be recognized by high-end audiences. As a result, the famous brand marketing expert and the founder of Lanzhiyang international marketing consulting organization believe that consumers now buy cosmetics basically from the original functional consumption-brand consumption-experiential consumption-participatory consumption, and they pay more attention to sensory experience, interactive experience and browsing experience than before. Today's advertising on the Internet and mobile Internet is no longer a simple product display platform, but a netizen information aggregation platform integrating sharing, interaction, community and word-of-mouth communication. Only by integrating communication power can we generate value. Therefore, the packaging strategy, image strategy, use experience and price strategy of cosmetics enterprises all reflect the tangible value differences of their products. Enterprises are not just production and sales in a simple sense, but can connect our thinking, mind and spirit through products. Drucker said: if enterprises don't prepare for the future, they must prepare for going out. In the past, in the concept of cosmetics consumption, ultra-high-end "lady-class" cosmetics were considered to be more suitable for female audiences around 30 years old in terms of price and efficacy. However, with the improvement of domestic female consumers' awareness of beauty consumption and the word-of-mouth spread of products by social media and beauty KOL, the consumption of high-end beauty began to show a trend of youthfulness and digitalization. In view of this, in order to attract young consumers who are deeply influenced by social media and used to online shopping, more and more high-end cosmetics begin to pay more attention to online channels and try younger marketing methods. Since entering the China market, Lancome and Baidu have jointly established CBC, which is the abbreviation of customertobusinesstocustomer, that is, e-commerce websites use search engine marketing to promote themselves, directly attract potential consumers to enter their B2C websites, and then generate online consumption behavior. Search Lancome, and the marketing combination of Lancome Mall and Rose Community appears. In 2008, Lancome gradually strengthened its function to the rose community, as well as its promotion, beauty encyclopedia, beauty circle and its latest presentation. Lancome has also invested a lot of online marketing budget for this purpose, hoping to attract accurate users to the rose community and contribute content. When talking about the survival law of enterprises in the digital wave, CMO of IBM Greater China once said: It is particularly important to create good content and attract more and more critical customers. In this ever-changing era, any CMO is considering the knowledge, usefulness and creativity of marketing content, and uses surprising content and extraordinary forms to grab customers' attention. The content you present must be pleasant and surprising, so that customers can be truly moved by your charm from curiosity and excitement to the end. Our team used to know products and customers, but now we still have to tell stories and analyze data. We have conducted a lot of continuous professional training for the marketing team. For example, design thinking training and story-telling training. Lancome, through Baidu brand area, online mall links, promotional announcements, commodity information, etc. They are all presented in the form of pictures and texts. The biggest difference with traditional search results is that advertisers can edit the content of columns themselves, move the latest information of enterprises forward, actively manage the brand image of enterprises on search engines, and promote the benign interaction between online platforms and offline activities. In addition, this method can also enhance the brand image. After using the brand zone, Lancome greatly improved the conversion rate of brand keywords, and the resulting sales also increased by 30%. Nowadays, through continuous innovation, search engine is no longer a simple product promotion platform, but an increasingly important corporate brand image display channel. Although the model of Baidu's marketing product brand area looks simple, it actually integrates Baidu's latest information aggregation technology. Companies such as Lancome have tried more and more new marketing methods by using Baidu's search marketing platform. It can not only effectively integrate online and offline marketing activities, but also directly measure the marketing effect according to the search data, so that the rights and interests of customers can be fully guaranteed. I remember that Michael silverstein, senior vice president of the Boston Consulting Group, published a new book "What do customers want to buy" after the book "Luxury is in vogue" was well received, and introduced the latest findings of his long-term research on consumer behavior. Consumer experience has gradually become a treasure hunt experience-consumers are smart and persistent in looking for high-quality products and services in various commodities. The important conclusion of silverstein's "treasure hunt" is that consumers in the mid-market will go all out to carefully find low-priced, high-quality and reliable goods; However, they are still willing to spend more money on products with a sense of fashion, design and personalization. Therefore, "enterprises should aim at one or two markets, but don't get stuck in the middle." Although the important foundation of silverstein's research-the change of middle class's consumption behavior-needs to be revised in China, the consumer's "treasure hunting" behavior in China market has begun to appear.