The Design Is Priceless: The Charm Of Brand Culture Is Worth Thinking About

Nike is another blockbuster, but this time it's not the design of the new product that makes it go out of the circle, but the news that it's being hyped up.

A butterfly headband with a price of 169 was sold out of stock in less than a few days, and even fried to nearly 100000 yuan, which can be said to refresh people's cognition.

However, this bow is not a limited number of great artists, it is just a new Nike trinket, and it looks the same as ordinary bows.

So, why is a bow so expensive?

A bow costs 100000 yuan?

Fashion is said to be a reincarnation. In this year's Retro craze, the element of large bow hair clip is particularly prominent. Wearing it will change Disney's runaway princess and retro sweet girl style in the 1990s.

It's also popular among stars.

Sports brand Nike also found this business opportunity and began to develop into the fashion circle.

Recently, Nike has launched several colors of bows, just such a common label decoration. The official price is 169 yuan, but someone has offered 100000 yuan to buy it.

There is no difference between the appearance of the bow and that of the ordinary bow. What's different is that there is a brand logo in the lower right corner.

Ouyang Nana and Wang Sicong are suspected to be in the queue, asking for this bow at a high price.

Interestingly, the purple knot, which is in short supply at home, is only sold for $12 abroad.

At present, the bow has been out of stock in domestic flagship stores. In a fashion goods trading app, the transaction records of the bow tie are indeed thousands of yuan, and the highest transaction price is even nearly 40000 yuan.

In the tremolo, as long as you search for Nike, bowknot is the first to bear the brunt, and there are a lot of short videos related to search.

It seems that the product is not only expensive, but also very popular.

Soon, the bow became widely controversial on the Internet

"Can you fly with such an expensive bow tie?", "to be honest, I can make the same one of Nike's bows, and embroider a check hook." "poverty limits my imagination. I'm afraid Nike is going to develop towards luxury goods"

Hu Pu even wrote a satirical novel entitled "40000 you can't buy love, but you can buy this Nike bow.".

However, the product was officially removed from the shelves after widespread social controversy over the bowknot incident.

High priced products are accepted because of the brand premium

A common bow tie with a "hat" of the Nike brand can cost dozens of times; GE purchases China's Galanz microwave oven and pastes its own brand, and the price is immediately several gear higher than the original; the sports shoes that Nike bought from China's shoe factories for 120 yuan * can be sold for more than 700 yuan because of the brand of Nike.

Swarovski's man-made glass is not worth a few dollars, but it can still be sold at a high price, which is popular among people

High priced products are accepted because of brand premium.

Brand premium is what we often call brand added value. In other words, it is beyond the value of the product.

Brand premium depends on consumers' feeling of brand value.

For example, when you see Li Ning, Anta, Adidas and Nike at the same time, but you only choose Nike, which is the selection function of the brand; when you can not only choose Nike, but also are willing to pay for it and repeat the purchase, which is the premium effect of the brand.

Generally speaking, the "super value feeling" comes from the distinction of user's identity class and value identification.

The identity of consumers is distinguished

There is no big gap between two or three yuan bottles of mineral water and 20 or 30 yuan bottles of mineral water. But why do many people like to drink mineral water at a price of more than 20 yuan? Because one or two yuan of water is used for drinking, and dozens of yuan is for taking photos and making friends.

In the same way, Ruixing, which costs more than 10 yuan a cup, and Starbucks, which costs more than 30 yuan a cup, can't even taste the difference between them.

Because these brands distinguish the identity class of users.

2. Express the value identity of consumers

***It is necessary to spend a lot of cost to maintain the historical culture, including maintaining the brand tradition, infiltrating the brand story, constructing the relevant mechanism of the brand, and promoting the unique brand culture; thus, the brand can become the carrier of some values and connect the stakeholders.

Their value is to help stakeholders express some of their personal or professional values.

For example, the women who choose the Cartier leopard head ring want to express their independent, wild, independent but also gentle and beautiful values.

Andy bechtolsheim, who first applied to join Google and Andy bechtolsheim, who first applied to join Google, fell in love with them not only because of its subversive technology, but also because of its hypocrisy, loose culture and the ideal of providing a new lifestyle for the world.

As the hub of values, brand becomes the basis for stakeholders to seek personality, express themselves and connect with each other.

How to create high brand premium?

The reality is in front of us: for the same product, because of different brands, the product price and consumer acceptance are different.

Therefore, it is of great significance for the sustainable development of the brand to study the brand premium ability and explore the effective strategies to improve the brand premium power.

So, how to create high brand premium?

1. Keep the spirit of innovation

In the current market with many brands, if we want to compete with other brands, we must give our products more characteristics and compete differently. Of course, the differentiation mentioned here refers to the differentiation of product functional features, not the realization of low price. The brand premium paid by consumers must be compensated by certain differentiated functions, so that consumers are willing to pay.

The so-called "old people speculation, middle-aged people speculation currency, young people fry shoes.". The sports brands represented by Nike not only turn the shoes into a fashion, but also turn the consumption of sneakers into an economic phenomenon, giving birth to the popular shoe frying economy at home and abroad.

Although there are different opinions in the market for the fried shoes economy, there are different opinions on it, but from the marketing point of view, this is just a great success of a brand and a huge recognition of the brand by consumers.

A great brand must always walk on the road of innovation. Innovation is the eternal truth of brand development.

When Nike's aj1 was launched, even Jordan, the spokesperson, couldn't help complaining. 30 years ago, the shoe, which was born in the curse, earned 130 million dollars in sales in its first year.

In the eyes of young consumers, nike shoes are not only a pair of sports shoes, but also a symbol of fashion, taste and even economic strength. They can not only be worn on the feet, but also be collected, sold and appreciated.

With the rapid development of economy, there are more and more homogenized products in the market, which leads to less and less brand premium. Only by focusing on product innovation can we make our brand products different from other brands and get higher brand premium.

Building a higher brand image

In order to make the brand premium become natural and the consumers are willing or even eager to pay for the premium, enterprises are required to shape their own brand image higher than other brands in the eyes of consumers. With this image, the added value of the brand will be generated.

For example, the pricing of Wahaha and LeBlanc yoghurt is 20% higher than that of local small brands, and Nestle milk powder is more than 25% more expensive than domestic brands.

Therefore, we should try our best to create a big brand image. A good brand image is beneficial to establish a successful brand image in the hearts of consumers.

As a collection of consumers' Association of brand, brand image reflects consumers' cognition of brand and reflects the image of brand in consumers' memory.

Even in China's home appliance industry, which has experienced a long time to seize the market through low-level marketing means such as price war, there are still brands like Haier breaking out of the encirclement of the "gross profit rate killer", and through hard work, they have become the "world's most important" household appliances market in the world.

Haier's internationalization strategy of "difficult first, easy later" vigorously publicized that "the products sell well in Germany, successfully landed in the United States, and the people of Haier wish Chinese people a happy Spring Festival" and effectively established the image of an international big brand, and its premium ability surpassed other domestic electrical appliance brands.

3. Grinding product quality

Product quality is the guarantee of brand, and brand depends on product quality.

If a brand wants to occupy the market, the first step is naturally the recognition of quality, which can be said to be the basic premise.

Many domestic brands with a history of 100 years are engaged in quality, which has a high brand value. But later, many old brand stores and products disappeared with time, and few survived after market screening. However, LV, with a long history of more than 150 years, not only has it always existed, but also is firmly in the forefront of luxury goods. The brand value is immeasurable. The most important thing for such an outstanding achievement is its exquisite craftsmanship.

LV has been advocating exquisite, quality, comfortable "travel philosophy" as the design basis, with exquisite handcraft and aristocratic design style based on the classic clothing brand, with exquisite details that are difficult to imitate.

Quality is always the basic condition for a brand to establish its position in the market. The combination of the word "quality" is of course inseparable from taste and quality. In the consumption concept of young users, the product is not only easy to use and fun, but also can add its own quality of life and convey its unique elegance, delicacy and personality.

epilogue

If a brand does not have a premium, it is difficult to become a brand, and it is difficult for consumers to remember it.

However, the creation of brand premium is not simple. It is a combination of cultural or intangible values such as emotional value (resonance), social value (sense of identity) and self value (expressiveness) based on the product function value.

In other words, the extent to which consumers accept brand premium is determined by many factors. For example, the quality preference of consumers, the economic ability of consumers, the frequency of consumers purchasing the goods, the quality evaluation of such products, and the change degree of the quality of such products.

But for brands, as long as the quality of their products is guaranteed, the brand image is shaped, innovation is constantly pursued, and breakthroughs are sought to meet the dual expectations of consumers for the spiritual and physical attributes of products, they can naturally enhance their premium ability.