Wang Xiaobo: The Fact That Is Happening - Light Luxury And Cost-Effective Brands Are In Fashion.

With the entry into the new consumption era, consumer demand has also escalated. Different consumption concepts have also split up. One kind of consumers prefer quality, and they prefer to have higher price but better quality and light luxury products. One kind of consumers prefer inexpensive and willing to choose price than brand, which provides two routes for brand development. The high-end luxury route and cost-effective route become the two avenue of the brand.

First, the light luxury route is the main material, and with the high demand of some consumers, it is increasingly popular.

What is light extravagance and extravagance is English "Affordable Luxury", literally plated as "affordable luxury".

The most important thing of luxury manufacturers is design and material, and the relationship between brands and consumers' money exchange is constantly measured.

With the improvement of national living standards, the new consumer groups are more and more concerned about the quality of products, and are more willing to choose light quality extravagant products in the affordable standard of consumption.

The concept of "light luxury" has existed for a long time, but its prosperity in China has just begun.

"Light luxury is a fashionable consumer goods between luxury goods and ordinary consumer goods. It has both high-end positioning and quality and a more intimate price."

Ouyang Kun, chief executive officer of the World Luxury Association, China representative office.

Many mature brands have launched their own luxury products in recent years. The high-end luxury light mineral water of farmer's spring is the representative. Compared with the ordinary farmer's spring mineral water, light luxury mineral water has higher requirements in water quality and bottle design, and the price is relatively high, but it is still welcomed by many young urban residents.

Dyson, the secret of Vitoria, the beasts flower shop and roseonly are all representatives of light luxury brands, and the middle-class ambassadors have gained room for development.

Compared with practicality, the rising middle class consumers pay more attention to the brand value behind the brand, and the luxury brand's pursuit of quality caters to the consumption concept of the middle class.

Behind the light luxury brand is a petty bourgeois attitude towards life, choosing the best products in its own consumption capacity, and the luxury brand is also consistent with the consumption tonal of this part of consumers in brand positioning.

If the consumers in the old consumer era pursue more goods themselves, then the spiritual satisfaction of their products in the new consumption era is also a very important factor. The design of luxury brands and the brand tonality satisfy some consumers' consumption needs for the spiritual level, that is, I will get a better life for consuming the brand goods.

Of course, light luxury brands are better than ordinary brands in terms of material and design. Even a lot of light luxury brands match quality brands to luxury brands, and strive to make their brands a symbol of superior life.

Two, brand competition is increasingly fierce, price performance has become another consumer oriented.

The cost effective brand is a cheap and inexpensive route. The brand goods can not only guarantee its quality but also be accepted by most consumers who are not budget enough, and the brand name excellent products are rising from the cost performance route, from household products to cosmetics and skincare products, and are popular among young consumer groups under the promotion of the Internet.

In fact, the popularity of famous brand products can be found. Nowadays, young people are not only seeking the creativity of commodities, but also the cost performance of goods. Many brand operators attach too much importance to the personalization of commodities, while ignoring the value attributes of goods themselves, and finally lead to the embarrassment of their brand positioning.

UNIQLO's ultra light down clothing has been selling well for many years, while other brands have launched ultra-thin down garments, which is the evidence of the rise of cost-effective products.

Compared with the gradual progress of traditional brands, the speed of cost-effective brand is faster.

The rapid development of cost-effective brands in the Chinese market has come from the rapid promotion of the retail industry.

Shopping malls and department stores don't really consider which brand they are. They care about the flow of people and the power of consumption.

The cost performance brand, as a commodity brand that takes cost performance as its main advantage, has an adequate advantage in attracting customers and consumption data.

NOME, a newly emerging brand, quickly exploded in just a few months after entering the market. NOME has become a new trend in many social platforms.

NOME's Chinese name, "Naomi", covers all aspects of daily life, including clothing, digital, beauty, food, shoes, bags and so on. The price basically ranges from ten yuan to thirty yuan. In terms of quality, NOME's products are of excellent quality, exquisite design and creativity, and consumers who pay attention to price performance can get a very good consumption experience at a low price.

NOME as the leader of the new cost-effective brand, its design can give people a warm sense of considerate warmth, and its price can be satisfied with most young people, even the student group, and the consumer groups just entering the society. It can be said that his rise has provided inspiration for many brand development.

In fact, the price performance brand is not new. Many brands have given their brands a cost-effective positioning at the beginning of entering the market.

IKEA, whether in the foreign market or in the domestic market, is to label its own cost-effective brand as its own brand, not only the young consumers like to buy IKEA products, but also the older middle-aged consumers are more willing to go into IKEA to choose home appliances.

As an international brand, the price of many IKEA products is far lower than the domestic small brands, which has become the decisive factor of IKEA's popularity in China.

Three, many brands choose the dual route of light luxury and cost-effective in product design, which meets the needs of most young consumer groups.

Light luxury and cost performance are two different routes for brand development, and brand goods are increasingly diversified. Some brands cater to the development requirements of the current market, adopt dual development strategies in terms of commodity positioning and brand tonality, and launch their own brand to meet the tastes of different consumers.

HUAWEI Mobile has been developing rapidly in recent years. It is very important. Besides its own quality control, R & D and other factors, its brand diversification is also a very important factor.

HUAWEI glory series is a product launched by consumers pursuing cost-effective. The price is lower but it can meet the quality requirements of most consumers. HUAWEI MATE series, however, is the main high-end line, and is pursued by many luxury consumers. It is HUAWEI that constantly refines its own products to meet the needs of different consumers, making HUAWEI the sales leader of domestic mobile phones.

In addition to digital products, more competitive clothing is needed to meet the diverse needs of consumers. ZARA, as the representative of apparel brand, has adopted a dual line in its brand planning.

ZARA's PULL&BEAR is a cost-effective brand, its buying group is mainly students, the design is also mainly based on the college style, the price is mainly concentrated in the price range of 100 to 400, which is a cheap and inexpensive choice for many student groups, and many consumers who pursue cost-effective will also choose the brand clothing.

Massimodutti, another brand of ZARA, is taking the light luxury route. It is more elegant in design and quality. Its brand style is mainly light cooked route. It is the preferred brand of many career beauties. Massimodutti mainly focuses on the price range between 600 and 3000, and is the representative of clothing luxury brand.

In the era of consumption upgrading, it is irreversible to distinguish different consumer groups. Brand positioning also tends to be diversified. Light luxury and cost performance are two different routes of brand development. But in terms of commodity design, they can enjoy both fish and bear's paw. Many brands have seen this fact and are pursuing two aspects of development. They pursue higher end quality and consumption experience on the light luxury line, and strive to provide consumers with high quality and low price products on the price line.

Four, brand operators should recognize the trend of brand development and position their brand labels in the minds of consumers.

Under the impetus of the Internet, information dissemination speed is faster than before, and the pparency of information has also been greatly improved. Many consumers have more choices when buying goods, which leads to more intense brand competition.

How to make their brand develop for a long time is a problem that many brand operators think about. In fact, the current consumption trend has become increasingly clear. Some consumers are fans of light luxury brands, and some consumers become fans of cost-effective brands. Brand operators should be unified in their brand positioning, commodity design, tonal style and so on.

In fact, many brands have already chosen their own consumer groups when they enter the market. NetEase's strict selection as a new e-commerce brand has positioned itself as a cheap and cost-effective brand in its publicity and marketing, merchandise control and so on. It is a highly selective brand label for NetEase to buy better products at a lower price.

Wang Xiaobo, a new generation of marketing planners, and IP, an expert, thinks that many brands tend to deviate from the original route and end up embarrassing in the course of development. This requires brand operators to identify their brand positioning.

As a light luxury brand, COACH has not been satisfactory in many years of sales data, but it has become a popular brand in recent years.

Of course, this is inseparable from COACH's younger design concept, but it also has a great relationship with its brand orientation.

With the rise of light luxury, COACH has also become a brand popular among new consumers.

The success of COACH is a case that many domestic brands should learn from. The control of consumer trends is a compulsory course for every brand operator.

Nowadays, luxury brands and cost-effective brands are in a fashion trend. Many brand operators should also see this trend and seize the initiative in the development of brand marketing.

At the same time, in the refinement of its products, the brand can also move towards a dual line to meet the consumer demand of more consumers.