How to make the rich for high-end brand

I do in Coca-Cola, director of sales, have two pieces of the little things in life has left me with a deep memory.

One is in the system from the coke a driver magic for advancement to millions of this level of annual salary executives, whatever the situation, as long as I see him, never wear a coke red work uniforms, careful observation, the top still seems to be washed with little not very clean!

2 it is one of my responsible for "the earl" table China business handsome boy friend flatly and I said: at least hundreds of thousands of a grade of the list, dealers often not only a penny discount don't give customers, but also investigate your personal background and circle of friends, not enough social class, not spend money can buy get. Hear the car industry's top current car, so limited conditions, many manufacturers have rules: potential consumers to buy the current car, must by have joined car club VIP members can recommend approval.

2010 years of luxury consumption to 40 billion euros ($). And Boston consulting company announced: China in 3 years will become the world's largest luxury consumption market. But in China has a very uncomfortable for the but corroborated the 5000 years of the old adage: rich only three generations. This proves three facts:

First, the current rich, even rich the second generation, and most of the fortress version of the noble only grade and temperament, because the noble is need hundreds of years of experience to precipitation, the rich are currently only injustice demote for "upstart" (of course many times endows the upstart or a personal mind and earned their lawful wealth);

Second, the rich need through have something different from other people support their success and individual character, get the psychological and physical satisfied;

Third, in the full of inflation fears of s, at present the rich, do not represent rich and rich children forever after. If the representative of their own success iconic value products can be perfect, and then produced a gold, antique, diamond, nanmu with investment boom.

Give a simple example: the Great Wall of wine company has domestic high-end brand "sanggan wine", from the raw material to the origin to brew does unbeatable, but many years locked in no one know chaste, is to sell the not price. But China's leaders are welcome President Obama's state banquet is used on the Great Wall sanggan, this wine and sudden fame since sparrow. Cofco Great Wall wine company in 60 anniversary "for the republic shout" activities reignited propaganda "sanggan wine" squalls, let its fame and sales have more ascension.

Wine is must luxury industry, with investment and the collection value, so the middle of the high-end chateau wine is a high-end brand potential. High-end brand, is always give small all the rich illicit close toys. If working in general as authentic as buying Zara buy armani, that armani's customers will have a new and higher choice.

Traditional enterprise how to do high-end brand? I want to enterprise must to high-end is luxury, or in the same position in the category of high grade, a clear anticipation and grasp. Mongolian cow's milk is a liquid at Sue the high-end brand, but to say you can drink, Sue is hebron reflect luxurious, that then.

Also, Chinese traditional enterprise can do have class brand, but history and culture accumulation, destined we cannot be in short-term inside quickly make a luxury brand. Can you believe that one with thousands of pieces and 20000 dollars a month of a brand manager can understand and lead the concept of luxury? But as long as you calm down grasp the chance to do high-end, time will bring you in addition to build a luxury kingdom outline of opportunity.

Traditional enterprise do high-end brands, Chinese, national, personalized unique products is the key to survival. Cofco has a high-end rice grain and oil gift brand "endowment spirit", relying on the high-end raw materials, strict control and origin of strict segregation, in no propaganda circumstance, a year with 50 million sales, brand premium ability is far better than cofco public brand FuLin door and similar products.

It is said that Japan has a region in a very high quality rice, limited resources, every year, and dozens of tons of production capacity demand exceeds supply, so the price is very expensive. "Information mining" brand the road may be in the future must be copying such experience, quality, brand and cultural enough, who said rice grain and oil these necessaries of life can't make high-end luxury?

The rich groups of mainstream is actually a very of tangled groups: the inner superstition worship to Europe, American, but oral to pretend patriotic; Because of the lack of enough power and grade, they are often "Da Vinci" such a foreign brand damage; They and the middle classes also the lack of safety, no stable value idea, let they can believe limited contact media (such as the plane of the magazine) and surrounding the same social status of narrow circle of friends.

To set up the traditional high-end brand enterprise, in the face of such groups, the biggest problem is how to interpret their brand advantages, and let the information carrier by which naturally to target the rich among groups to, buy the convenient but is a problem. When you go to France and Hong Kong see Mrs. The power of China group you will believe that: the rich is trouble and trouble time-consuming.

So, impress the rich buy high-end brand immediately must be can satisfy his psychology satisfied insurance umbrella warmth, satisfied; Must be meet his noble life habits and the way some advocates; Must be can make him realize this lifetime unable to realize the dream of poppy let him intoxicated in perfect individual joy cannot extricate oneself and sober.

Traditional enterprise, if you understand this, make high-end brand should be relatively easy to some!