As we all know, the French in the clothing, perfume, wine and other products have more luxury brands, these brands have in France will be a regular premium product sales capacity of a high price, worthy of our study of Chinese brands are also worth thinking Chinese consumers.
Analysis of these brands means France, it is easy to see that their essence: The means of some luxury and create a culture of luxury, of course, is also expensive to pay the cost. Products they sell to consumers is not a value, but packaged and advertised after the spiritual values and cultural values.
At this point, briefly outlined some of France’s luxury brands operating practices (brand name omitted).
Means one: create a nice story about the origin of the brand
Objective: To emphasize the origin of culture, the worship of the consumer a sense of identity and ideas to achieve desirable results.
Real: do not be too concerned about them. Because the origin of any brand has his key to see how these words, and not a single brand or a brand from the birth of the founder is very much cattle.
Approach 2: Limited Edition
Objective: To create a sense of scarcity, they are very rare.
Real: Some raw materials and production is indeed limited, while others are just a gimmick, because any tangible product sold in a particular quarter of production is certainly limited, can not be unlimited, limited by the scarcity of arousal is only a desire to purchase approach Bale.
Three methods: sky-high price strategy
Objective: To price strategy to create “a sense of luxury,” and only a few people can afford the grade with the sense of feeling valued.
Essence: there are always consumers based on different purposes, have a choice “expensive” requirements. Another even more important is the luxury of operating costs are too high, for example, shop rent, decoration, advertising, public relations, sponsorship, events, etc., if the product is not very profitable, then it will be difficult to continue.
Method 4: the artist, design master’s win-win cooperation
Objective: To promote the brand with the art culture, access to consumer goods love.
Essence: the brand and the great masters of business and mutually beneficial cooperation, using the arts to mobilize consumers love the brand of non-rational.
Means 5: Manufacturing trends
Objective: To guide consumption.
Real: give full play to the media, the cafe’s value, strong communication, manufacturing, pop feel. In fact, the real prevalence should be a consumer spontaneous, rather than the brand guide and behind the scene out.
Practices 6: to highlight the population characteristics, with the star, Sheriff’s are cotton
Objective: To have a demonstration effect.
In real terms: create a social celebrities, and wealthy people the feeling of love for the brand, to arouse more people to the pursuit. Of course, the endorsement fee is not low.
Tactics 7: High-end luxury store location and store decoration
Objective: To access the high-end crowd, supporting the high prices of products
In real terms: the “brand experience” in name, line luxury style, in fact, another luxury store rents are out of money in the pockets of consumers, and some luxury brand to open a store in China
