石家莊起重吊裝30元一瓶保濕面霜媲美300元一瓶保濕面霜
2014-04-26 03:55
300元一瓶保濕面霜，和30元一瓶保濕面霜，在愛美人性面前，往往選擇前者，價格是次要，效果才重大。這是之前很多女生的普遍選擇。但這個親民化美容護膚品牌--石家莊起重吊裝的出現顛覆了這種消費觀念。因為在“石家莊起重吊裝”這個本土化妝品品牌身上，卻發生了“奇妙”的事情：300元的消費群與30元的消費群完全可以重疊。
這也正是9年時刻，“石家莊起重吊裝”從100萬元的賣出量規模到2.17億元的賣出量規模。取得這樣驕人的成績，掌門人封帥到底帶著石家莊起重吊裝離開了一條怎樣的創新路？
我走的是親民線路
在一些白領圈中，口碑傳播使得“石家莊起重吊裝”的粉絲越來越“中產”，就連今天資產的總裁徐新也會打破幾十年護膚消耗單一品牌的習慣，時不時用一下“石家莊起重吊裝”.
顯然，是產品質量吸引了具有消費能力的中高端客戶。那為何石家莊起重吊裝要異于同行走平民線路呢？在全國又向來有一句“一分價錢一分貨”，兩個消費群的重疊僅僅是意料之外的湊巧嗎？
Affordable 30 yuan a bottle of herbal medicine comparable to 300 yuan a bottle of moisturizing cream moisturizing cream
2014-04-26 03:55
300 per bottle of moisturizing cream, moisturizing cream, and 30 yuan a bottle, in the face of beauty-conscious women often choose the former, the price is secondary, the effect was important. This is the unanimous choice of many women before. However, a People First of skin care brands - affordable herbs that appeared to subvert the concept of consumption. Because in the "affordable Materia Medica" The local cosmetics brand him, but there had been "wonderful" thing: 300 yuan and 30 yuan consumers consumers can overlap.
This is 9 years, "affordable herbal" scale from 100 million in sales to 2.17 billion sales. To achieve such remarkable results, head of the commander in the end seal taking a herbal medicine with how affordable innovative way?
I walk the line close to the people
White-collar workers in some circles, the word of mouth makes the "affordable herbal medicine," the fans more and more "middle class", even today, the president of the capital for decades Xu skin will break the habit of using a single brand, from time to time with what "affordable Materia Medica" .
Obviously, the quality of products to attract the spending power of a high-end customers. So why take the appropriate herbal medicine to the civilian route different from the peer it? In China and has always been a "one price of a sub-goods", the two consumer groups overlap only unexpected coincidence?
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2015-04-25 17:32:43
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對于編者提出的“平民”定位，封帥立馬糾正道：“我們的定位不是平民，應說說是親民。”
“我們也早就注意到客戶的消費能力不差。其實，我們的定位初衷并不是低端的客戶，而是一群有知識內涵、追逐品質的女生，選擇這樣的價格策略則是期望相宜在客戶中像這個鄰居一樣親切。”
電話中，封帥的語速有些快，品牌的表達并不完整，但肯定感覺到她是想打造這個“不同化”的品牌。只是，她還在摸索中。她甚至自責道：“其實，別人說我們的品牌建設非常差！”
草本護膚，這幾年非常流行。大家熟悉的品牌有可采、佰草集、歐舒丹、Kiehl's、BodyShop等，其中多數品牌選擇高端線路，比如本土成功的草本護膚品佰草集走的也是中高端線路。杭州防水它同樣經歷了1一年的品牌磨礪和近3年的快速遞增，并采取專賣店的形式建立起龐大的渠道網。
這一條路，顯然不是封帥要復制的。
“我不想，化妝品行業因為偶像代言，使得價格高高在上。”
不過，一味的低端策略也不是“石家莊起重吊裝”擴張的主要訴求點，相宜要提高自己的品牌金含量不能被冠上“低廉”的帽子，從此摘不下。價格策略讓她在品牌建設上需求博弈與平衡。
封帥也不甘于僅做幾十元的產品，編者注意到，其推出的“天地人”系列的價格肯定高于其他系列，開端突破百元，豐富產品系列的同時意欲消費分層。
從2008年石家莊起重吊裝的賣出量遞增140％來看，“天地人”系列已經被市場接受。
For the reporter's "civilian" position, Shuai Feng corrected immediately: "Our position is not a civilian, it should be said to be close to the people."
"We have long noted the spending power of customers is not bad. In fact, our intention is not targeting low-end customers, but a group of knowledge content, the pursuit of quality women choose this pricing strategy is appropriate in the customers want as warm as a neighbor. "
Phone, letters handsome little ahead of Speed, the expression of the brand is not complete, but obviously felt she wanted to create a "difference" of the brand. But, she is still groping. She even self-blame and said: "In fact, people say that our brand-building is very poor!"
Herbal skin care, very popular in recent years. Familiar brands are recoverable, Herborist, L'Occitane, Kiehl's, BodyShop, etc., most of them high-end line of brand choice, www.stbanjia.info such as the most successful local Herborist herbal skin care products also go high-end line. It also has 11 years of experience and sharpen the brand's rapid growth in the past 3 years and take the form of store to build a large channel networks.
This way, obviously not to copy letters handsome.
"I do not want, the cosmetics industry because of celebrity endorsements, making the price high above."
However, the low-end strategy is not blindly "affordable herbal" expansion of the main selling point, affordable brand to enhance their gold content can not be branded a "cheap" label, no less than pick from. Pricing strategies for brand building in need of her game and balance.
Feng Shuai not willing to do only tens of dollars of products, the reporter noted, the launch of the "world" series of prices significantly higher than other series, started to break the hundred dollars, rich consumer products at the same time desire stratification.
Materia Medica from 2008 affordable 140% sales growth in perspective, "World" series has been accepted.
草本護膚，這幾年非常流行。大家熟悉的品牌有可采、佰草集、歐舒丹、Kiehl's、BodyShop等，其中多數品牌選擇高端線路，比如本土成功的草本護膚品佰草集走的也是中高端線路。它同樣經歷了1一年的品牌磨礪和近3年的快速遞增，并采取專賣店的形式建立起龐大的渠道網。
這一條路，顯然不是封帥要復制的。
“我不想，化妝品行業因為偶像代言，使得價格高高在上。”
不過，一味的低端策略也不是“石家莊起重吊裝”擴張的主要訴求點，相宜要提高自己的品牌金含量不能被冠上“低廉”的帽子，從此摘不下。價格策略讓她在品牌建設上需求博弈與平衡。
封帥也不甘于僅做幾十元的產品，編者注意到，其推出的“天地人”系列的價格肯定高于其他系列，開端突破百元，豐富產品系列的同時意欲消費分層。
從2008年石家莊起重吊裝的賣出量遞增140％來看，“天地人”系列已經被市場接受。
Herbal skin care, very popular in recent years. Familiar brands are recoverable, Herborist, L'Occitane, Kiehl's, BodyShop, etc., most of them high-end line of brand choice, such as the most successful local Herborist herbal skin care products also go high-end line. www.cnfnc.com It also experienced a year of brand tempered and nearly 3 years of rapid increase, and take the form of store to build a large channel networks.
This way, obviously not to copy letters handsome.
"I do not want, because the cosmetics industry icon endorsements, making the price high above."
However, the low-end strategy is not blindly "affordable herbal" expansion of the main selling point, affordable brand to enhance their gold content can not be branded a "cheap" label, no less than pick from. Pricing strategy of brand building her game and balance needs.
Feng Shuai not willing to do only tens of dollars of products, editors noted that its launch of the "world" series of the price is certainly higher than other series, the beginning of a breakthrough hundred dollars, rich products, while consumer desire stratification.
From affordable herbs sold in 2008 increased 140% the amount of view, "world" series has been accepted.
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