Editing | Shao Jiancheng
Editing | Cheng Guo
The proposition of "high-endization" has always been a "failure" of Chinese enterprises. All walks of life have racked their brains for this. There are successes and failures, but the latter is mostly. From clothing, perfume, to automobiles, high-end brands have always been monopolized by Europe. In fact, in the automotive field, the United States also hoped that Cadillac and Lincoln could compete with them, but they were not as good as German, Italian and British cars. The reason for
has been analyzed and explored by countless scholars, such as products, brands, culture, etc., in the final analysis, it lies in the understanding of life. I believe that people who have been to Europe will definitely be impressed by the environment, life, and things there. Even though Europe’s economy has been surpassed by China, the United States, and Japan, there is no aristocratic history that adds to Europe’s particularity and the symbolic label behind It's almost meaning.
Nowadays, China's economy is growing rapidly, but cultural soft power is not growing so fast. People rarely think of China as the "ideal way of life" in their minds. China's economy is growing rapidly, but cultural soft power is not growing so fast. People rarely think of China as the "ideal way of life" in their minds.
You must know that we are still positioning ourselves in developing countries. Developing high-end brands is "difficult"!
Some people here can't help asking, since it is so difficult, why do we still have to do it? Is it bad to "small profits but quick turnover"?
In response to this problem, Xinchuang Viewpoint will give you a set of data to understand. Ferrari's sales in 2019 reached 10,131, and the operating profit rate of each car was as high as 23.2%, and the average profit was about 86,400 euros (about 66 Ten thousand yuan). It is not difficult to find that basically the higher-end brands, the higher the profit of bicycles.
So why are domestic brands not suitable for high-end brands?
In the past, consumers believed that the Chinese market was a "cheap commodity manufacturing base", and now everyone defaults that domestic cars should be cheaper than joint venture cars. In the Chinese market, cheap is often not an advantage. LOW is the original sin. If you want to spend 200,000 to buy a domestic car, most people will not go and see how this car is, but subconsciously think, why not buy a joint venture car.
Does the "high-end" domestic car never make its mark? In fact, it is normal not to be optimistic. The three giants of Honda, Toyota and Nissan back then, before Acura, Lexus, and Infiniti were really made, foreigners also held a joke mentality. Now these three major brands are in the core market. The United States can be considered stable, but it still can't enter the mainstream luxury car echelon after going abroad.
Looking back at the domestic car companies, the forerunner Qoros has been resold and the future is uncertain. Weilai Automobile's high-end new energy image is stable, but the business is still difficult. Lynk & Co, wey, Roewe, Trumpchi, and BYD are still on their way to high-end, Changan , GAC is not optimistic about high-end. How does
really make a high-end brand?
has three opinions from the new perspective:
1. Traditional car owners’ consumption overflow.
The success of Lexus and Acura is firstly based on Toyota and Honda’s original car owners’ consumption power overflow, and the original brand has no suitable products to satisfy them. For example, owners who drive 200,000 Camrys are very satisfied with Toyota, and want to buy Toyota when they want to change 400,000 cars, but Toyota does not have products at this price. At this time, they need a "luxury version of Toyota" Lexus to satisfy them. .
2. The product is strong.
, such as Tesla, has amazing high performance and high endurance, which has changed the definition of pure electric vehicles and affected the entire industry. In addition, some products have outstanding power, such as Cadillac's power and Volvo's safety, which can also have a place.
3, with brand profit thinking
brand itself is an independent product. To make a brand is to think independently from the product. Brands do not belong to merchants. Brands belong to consumers. There are currently three ways to make brands: 1. Selling functions such as Wanglaoji, Red Bull 2. Selling emotions such as melatonin, Haagen-Dazs. 3. Selling culture and spirit. For example: Louis Vuitton, Nike
Finally, Xinchuang Viewpoint believes that the current domestic first-tier manufacturers are not short of money, technology, and people, but they can’t make high-end brands. If we don't even figure out what "high-end life" is, and only stay at the material level, how can we educate consumers to buy so-called "high-end models"?
