What is high price and high quality?

As the saying goes, "seven things to open the door", with the development of market diversification, there are more and more sauces available for shopping malls and supermarkets. Not only are the brands diverse, but the prices are also uneven. Soy sauce alone is divided into a few dollars, dozens of dollars, which can make ordinary people picky. The price difference makes some consumers worry, is it that the higher the price, the better the quality?

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The Shanghai Administration for Industry and Commerce recently released the results of spot checks on the famous brands of clothing in the city, and the qualified rate was only 57.6%. More than 20 famous brands such as Chanel, Burberry and Dior were found to be unqualified. Guangzhou's spot check results of brand-name clothing are also not optimistic. The Shanghai Administration for Industry and Commerce said that the quality inspection involved 59 samples of more than 40 well-known brands of clothing distributed by 27 Shanghai enterprises. The sales price of these clothes is generally above 1,000 yuan, with the highest reaching 60,000 yuan. After testing, among 59 samples of more than 40 well-known brands of clothing, 34 were qualified and 25 were unqualified (including 24 marked as imported), with a qualified rate of 57.6%. The unqualified items mainly include formaldehyde content, pH value, color fastness, fiber content and label. Unqualified brands include ZARA, DIOR, CHANEL, ARMANI, MAXMARA, BURBERRY and other well-known brands. Among them, two well-known brands have the problem of unqualified safety indicators such as formaldehyde content and pH value, which will cause hidden cumulative harm to the human body. Secret trick 1:

The relevant person in charge of the Consumer Protection Department of Guangzhou Industrial and Commercial Bureau said yesterday that it had been informed of this matter and would clean up the unqualified clothing after receiving the relevant test report. At the same time, he revealed that Guangzhou Industrial and Commercial Bureau also conducted random inspection on brand-name clothes sold in the local market, including many international brands, and the results were not satisfactory. According to insiders, in order to save costs, some garment manufacturers use finishing agents containing formaldehyde in order to make the fabrics not wrinkle easily when producing non-ironing garments, and there are omissions in the quality control of production links, resulting in serious formaldehyde exceeding the standard in some garments. Wang Baojun, director of the National Center for Quality Supervision and Inspection of Cotton Textile Products, pointed out that the problem of formaldehyde in clothing is frequent, mainly because China has not established a market access system for clothing products. "Although clothing must be sent for inspection when it goes on the market, not every batch needs to be sent for inspection. Before going to the counter, although the shopping mall will also require inspection documents, it does not require the brand to provide inspection documents for each batch of products. The inspection cost of only 1000 yuan has become an "extra" cost that enterprises are unwilling to pay. In order to save trouble, few companies are willing to approve the inspection. In addition, some enterprises have names such as "Inspection-Free Brand" and "China Well-known Trademark", so it is unnecessary to go through the inspection process. Scene reproduction 2:

During world war ii, Sic Bo company was famous for making fighter planes. After the war, Sic Bo used its own technical strength to produce a compact, cheap and fun-driving car according to the high requirements of aircraft manufacturing, and sold about 1 10,000 cars in the American market every year. In the late 1970s, the competition in the automobile industry intensified, and the competition between American GM and Japanese Toyota was fierce. Sic Bo company is also faced with two choices: either to produce economical cars or to produce expensive cars. Sic Bo chooses to produce expensive cars. Due to the small profit of economical cars, it is profitable to produce more than 250 thousand cars every year in the fierce competition with big companies such as General Motors and Ford. And the production of expensive cars, each car has a high profit, although the total sales volume is small, but the four treasures can be easily produced by using their own technical advantages. Therefore, entering the expensive car market is the way out for Sic Bo. Sic Bo company predicts that by the end of 1980s, the sports car market will expand rapidly, and the customers who buy such sports cars are between the ages of 25 and 44. This age group is growing rapidly, and most of them are dual employees. Both husband and wife have better jobs, higher salaries and richer. They need high quality and good performance. Cars with comfortable driving and good service, and they don't care much about the price and can afford it. Starting from 1979, Saab Automobile Company introduced a brand-new SAA900 turbocharged car, each of which cost $20,000 (it is extremely expensive in the United States, and Cadillac usually has this price). Advertisements emphasize high-performance, new style, unique image and unique advanced cars, and provide all kinds of advanced equipment that consumers want. Coupled with appropriate promotion and sales channel strategies, rich people have a strong desire to buy Sic Bo cars. This product positioning policy has achieved great success. The sales volume of Saab 1983 in the United States exceeded 25,000, and the market was in short supply. Some dealers even sell cars to the highest bidder through auction. This year, the sales growth rate of Sic Bo cars was 42%, which was the highest in the automobile industry. The company's senior management once proudly said: "General Motors will sell hundreds of hamburgers, and we can compete with it by selling very few steaks." Deception 2:

As long as the products are of high quality, considerate service and high price, they can also sell well. To implement the high-priced positioning strategy of products, the quality of products must be obvious and let consumers really feel it, otherwise the situation will be bad.

There are many examples of success in the market by high-priced strategy. In Taiwan Province Province, Adidas sports shoes, Puteng TV, Harley-Davidson motorcycles and Mercedes-Benz cars all achieved success by flaunting high quality and high price. Generally speaking, customers have the idea of "one point for one price". At the same time, high prices can create high profits, making these products more capable of winning. However, there are many examples of high-priced strategies being frustrated. The "Ding Xin" and "Ding Xiang You" mentioned above are not easy to sell. In addition to the product difference is not obvious enough, the price difference between them and the high-grade edible oil produced in the mainland is also an important reason. After all, mainland residents are not very rich, so their high prices are difficult to be generally accepted by mainland residents. In fact, even in Taiwan Province Province, where the per capita income is extremely high, high-priced diapers are unacceptable to consumers for a long time. In short, if there are really excellent products, the high-priced strategy is feasible. However, the range of high price, the difference of products and the nature of products all need to be carefully studied. If the price of daily consumer goods is high, it will generally affect its sales. If the product quality is high, the difference is obvious, and the price difference is not too big, the sales of the product will be easy to open, such as "Master Kong instant noodles". Once the high price strategy is successful, it can create huge profits for enterprises and leave room for future price adjustment. Scene reproduction 3

The news that a single-family villa in Qingpu was liquidated at half price caused strong repercussions in the market. According to a survey made by SouFun.com specially for this article, 50% of the respondents believe that the slow sales are caused by inflated pricing. This can't help but remind people of the most expensive Tomson product in Shanghai. At present, the average public selling price is 1 1 ten thousand yuan/square meter, which is the highest unit price of residential sales in this city. However, since it opened for more than half a year, sales have been zero. A few days ago, the website held promotion conferences in new york, London and other cities, hoping that flowers would bloom inside the wall and incense would be outside the wall, so as to fight our way out from overseas investors and break the embarrassing situation of zero sales.

In addition to the high pricing at the beginning of the opening, which hindered sales, some properties raised prices many times because of good sales, and the results were not worth the candle. When a serviced apartment near Longyang Road subway station opened at the end of April, the original price was 230,000 yuan to 350,000 yuan. Later, because of accurate positioning and hot sales, developers repeatedly raised prices, which have now reached 370,000 yuan to 430,000 yuan. As a result, at the end of May, the control policy was introduced, and the sales situation turned sharply. According to the original sales situation, it can be liquidated in the current month. Now, the price increase and the new deal have slowed down the sales of real estate, and may even have stopped selling.

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It is more common for new sites to open low and go high. Going high and going low means that the price of the real estate is higher at the opening, and the price is appropriately lowered at the late liquidation stage. Hutchison Whampoa researchers pointed out that if the pricing strategy is inaccurate and the price is high, it is easy to fall into a dilemma in the current situation, and it is difficult to ride a tiger: if the price is reduced, it will cause great damage to the quality image of the real estate, although it may break the sales record, but the future sales road will be more difficult; Without reducing the price, it is difficult to open the sales pattern. Ms. Liang Hangguan of Kerry said that in office sales, when developers scare away buyers at high prices, many agents take a hidden approach and indirectly compensate buyers for their losses through various preferential measures. As long as large companies are attracted to settle in, the later sales will naturally form a snowball effect.

High pricing is not as affordable as high sales. Many developers and agencies under the current situation have long understood this truth. Several properties about to open this month all said with one voice that they would choose the price method of low opening and high walking to avoid being passive from the beginning, and it is difficult to "turn over the salted fish".

Skill analysis:

For a brand with emotion and self-expression interests as the main body, maintaining high prices means that all products under the brand will remain high prices and cannot be reduced. Clothing brands occasionally change seasons, or reduce prices at most several times a year. Non-seasonal products should remain unchanged for a long time, otherwise it will hurt the brand's grade and sense of value. However, in the face of temporary sales decline or competitors' price reduction offensive, many brands often lose their strength and follow suit. This time is a test of the willpower of entrepreneurs and brand managers. With the increase of income, products with emotions and self-expression interests as the main body, such as famous wines, famous cigarettes, watches, clothing, etc., should constantly raise prices to reflect the high recognition of brands, because such brands have a feature that they consume high prices and will never buy low prices. Rich people who spend 2000 yuan on a Dunhill T-shirt never want Dunhill to produce a T-shirt from 400 yuan. Yanghe Daqu is one of the eight famous wines in China, and it has been rated as the first in China for three consecutive defective wine receptions. However, in the late 1980s and early 1990s, it failed to seize the three opportunities of high-end wine price increase (Wuliangye established its position as a high-end wine through those opportunities) and sold it at a price lower than that of 50 yuan. As a result, the public thinks Yanghe Daqu is a mid-range brand. China Tobacco raises its price slightly every year, always higher than other brands, and firmly establishes the image of high-grade cigarettes. For example, Yuxi sold more than 40 yuan at first, but now it sells more than 20 yuan, and the image of pure high-grade cigarettes has been destroyed. In fact, Yuxi is really insatiable for the market with the price of 20-30 yuan. It is entirely possible for other brands to occupy this position. For brands with functional interests such as electrical appliances, food and daily necessities, maintaining high prices means that prices are always higher than those of competing brands. Even if the price is reduced, we must abide by this principle. At the same time, it is normal for brands to have low-priced products. The highest price of Sony Walkman is over 3,000 yuan, and the lowest price is over 100 yuan. Haier's 220-liter refrigerator costs at least 2,600 yuan and at most 4,000 yuan. Products with different prices are mainly caused by the function, cost and raw materials of the products, but regardless of the price, the products meet the basic commitments of Sony and Haier brands. At this time, the premium ability of Haier and Sony is reflected in the higher price of products with the same function, quality and raw materials. With the maturity of technology, the expansion of scale and the intensification of competition in the electrical industry, price reduction is inevitable. In recent years, the prices of Haier air conditioners and refrigerators have declined, but they have always remained more expensive than competing brands, which will not damage their brand grades. Consumer guide

Due to the fierce competition in the market, manufacturers are more engaged in research and development from technology and raw materials, and constantly introduce high-end and high-priced products to the market. Consumers don't have to judge quality by price, but should choose the products they need according to their own habits.