The high-end market always makes many businessmen salivate, because as long as the goods can be entered into the high-end market, it means that there will be huge profits and strong brands, and if a brand can enter the high-end market, it will drive the sales of the mid-end market and the low-end market, because since the brand can hit the high-end market, this itself is a symbol of quality and strength. But what strategies will the three social strata adopt to break their products into the high-end market? Let's break it down.

High Society

Focus on quality

In fact, a product can enter the high-end market, in the final analysis, it still depends on quality to win. So we see all the goods that can be among the top brands for many years, and the quality of it is absolutely top-notch. Including the fabrics of brand-name clothing, the workmanship of brand-name cars, and the materials of brand-name household appliances are impeccable, so as small as a nail clipper or as large as a car, as long as it is a famous brand for many years, except for a very few times, there will basically be no quality problems. Therefore, even if the high-level society advertises the goods, it will not invite big stars, but will promote the quality of its own products, because the people in the high-level society know that only the brand established by quality can last for a long time. Therefore, most of the propaganda methods of the high-level society are word-of-mouth, so the goods of the high-level society have an excellent reputation. Speaking of this, some people may ask: "How slow is word of mouth?" How can a big star advertise quickly? "It's true that this kind of advertising is a little slower, but it's called one step at a time, consumers recognize the product from the heart, so they will buy it again, so this strategy of entering the high-end market is the most stable.

Middle class

Focus on publicity.

People in the middle class pay a lot of attention to publicity, so they will hire celebrities to advertise their products, and there is so much money in total, if you invest too much in advertising, it is difficult to control the quality of your products. Therefore, although the products of many enterprises are famous for a while, they are indeed short-lived and cannot last long. Because the foothold is wrong at the beginning, if the product is positioned to win by quality, the product will have a place in the hearts of consumers, and the product itself has become the best advertisement, so there is no need to spend a lot of money on advertising; And if the product is positioned as the spokesperson of a certain big star, it will soon be forgotten by consumers, so they must repeatedly advertise to deepen consumers' impression of the product. So many drugs actually invite big stars to advertise, I am very strange, if that kind of medicine has no effect, even if you invite a big star, it is useless, if the effect is very good, you don't need celebrities to endorse at all. So as long as a person with a little thought knows that if a celebrity advertises food, it is understandable, because food is a commodity that can be actively consumed, so you can eat it often and every day, he is qualified to say that your food is delicious; But it's really ridiculous for celebrities to advertise medicine, because medicine is a passive commodity, and you will only take it when you get sick, and it must happen that the celebrity will have the kind of disease you specify to take your medicine, and he just doesn't have that disease, so what qualifications does he have to say that your medicine is good? So as soon as we see another advertisement on TV for celebrities making medicines, you know that this is probably the masterpiece of the middle class. Of course, I'm not saying that pharmaceuticals can't be advertised by celebrities. But I would like to say that medicine is to save people, and we should focus on how to improve the efficacy of medicine, rather than thinking about how to make a lot of money every day. If you want to make money, there are many kinds of businesses for you to choose from, and if you have to work in the pharmaceutical industry, please put treating diseases and saving people first.

In fact, this logic covers a lot of goods, you rely on celebrities to make your image at the beginning, you have to constantly rely on celebrities; As soon as you rely on the media to build your image, you have to rely on the media constantly, and eventually you can't extricate yourself. So you have to do it right at the beginning, and if you do it wrong at the beginning, it's hard to correct because consumers already have a prejudice against your brand, and this prejudice is often accompanied by the disappearance of this brand.

Grassroots society

Focus on quantity.

Due to the lack of awareness of the brand in the grassroots society, it is not suitable to enter the high-end brand. Because the idea of "greedy for small profits" is deeply ingrained in the grassroots society, they pay attention to quantity and have no brand awareness, resulting in their products exuding the vulgarity of philistines everywhere, and it is difficult for them to make tasteful goods.

I'll give you an example: there is a brand of instant noodles that has always been working hard in the low-end market, but they also want to make high-end noodles, and they also want to make barrel noodles, so they invited big stars to advertise for them, and their barrel noodles taste very good, they did both of the above things, but in the last 100 meters of sprint, they made a fatal mistake: they actually advertised that they had four bags of ingredients in their barrels, and they also put a random scratch roll in the barrel noodles. There are only three bags of material in other barrels, and they rarely go to scratch the lottery. And they not only put more materials but also engage in scratch activities, which is to subconsciously tell consumers: "We are low-end instant noodles, although our quality is not good, the brand is not hard, but we will give you an extra bag of ingredients; Although our bucket noodles are not worth that much money, we will give you a random scratch ticket. "So it's not really building a brand image, it's destroying the brand image.

Through the above case, we can see that the grassroots society uses quantity to establish its own brand, in fact, this is called "lack of confidence", which will have a negative impact on the establishment of the brand. We see that when painting reaches a certain level, we use black and white colors, because the simpler the color, the more it can reflect profound thoughts, and the more colors become graffiti; Dress to a certain taste, the whole body must not exceed three colors, otherwise it will make people feel tasteless; High-end cars are probably the same color, and the more unknown the car, the more colorful the body will be painted. The grassroots society just can't understand these truths, so they use the low-end market operation model to operate the high-end market, so it often backfires. Customers in the high-end market can pay for your brand, but they will never pay for your discounts, too many discounts will make him doubt your brand; High-end customers will not accept your buy one get one free, because only tasteless products will be blindly upside down. Therefore, many suits buy suits and give leather shoes in order to hit the brand, but often no one cares, because this is not the purchase rule of high-end customer groups, high-end customers will not wear white leather shoes, and high-end customers will not buy upside-down suits, so whether it is the suit you sell or the shoes you send, the high-end customer group cannot wear it. Therefore, if businessmen in the grassroots society want to enter the high-end market, they must understand the rules of the game for high-end customers, otherwise they will not only depreciate their identity, but also lose their money.