From the unification to see how products jump out of the price war?

With Master Kong's price “shopping”, the unity of continuous losses, recently, a unified high-profile launch of high-end new products priced at about 6 yuan - "retrotype", hoping to save the performance of high-end, because now consumers have been able to accept the increase in consumer experience The price increases. Can the surface of the Lord be saved? How can a company jump out of the price war? And look at how to do high-end products category.

Uniform losses in the first half of the year, pushing for high-end revolutionary Saviour

A few days ago, a unified high-profile development of new instant noodles made from the research and development of five years of the new "retrotype", leather surface to "real materials" as the core concept, the main hit "material enough, decoction," advocated "not to say anything is not expected ". The expected price of the product is also not ambiguous, and the leather surface is priced at around 6 yuan, which is much more than the price of 4 yuan for regular instant noodles. It can be described as high-end instant noodles.

According to the Unified Zhongbao, although its turnover in the first half of the year rose slightly year-on-year, its net profit fell sharply. Among them, the instant noodle business expanded under the name of war with Master Kong, and the amount of losses increased to more than 100 million yuan, close to 1.42 for the full year last year. Billion loss.

The unification of continuous instant noodle business and the expansion of losses, the core is the price of "old-fashioned" with the old master of Master Kong, according to institutional forecasts, if the uniform maintenance of high-strength promotions to respond, the loss of instant noodles may even last until 2015.

Therefore, we can see from the price positioning of the leather surface and the upgrading of product technology, regardless of the increase in sales volume or profit growth, the unity has expectations for the leather, and hopes to replicate the success of the old altar sauerkraut.

In fact, in every consumer product category that is consumed daily, there must be one or two opportunities for growth of high-end products, just like the classic milk used by Terunsu and Jindian, and instant noodles. Many operators do not pay enough attention to this opportunity and trend.

High-end products: weapon for ordinary products to jump out of price war

In the vast majority of markets in China, all companies are doing the same thing, pressing down costs, fighting prices, and failing to open up the grades of products. All of them are squeezed into the low-end market space to fight hard, just like the current Shanxi vinegar. Therefore, the more mature the category is, the more homogenous the product and competition model are, the more the market opportunities for high-end products become apparent and precious.

Now high-end opportunities and trends have emerged. In more and more categories, high-end products have come into being. Morrisian has been used in yogurt, Wanchai wharf in frozen foods, Deqingyuan in eggs, and Menglong in popsicles. There are Jiapei kiwifruit in the fruit and Evergrande bottled water...

Shielding the opponents at the low and middle ends, achieving high-end profits, and achieving brand value enhancement have become strategic choices for many large companies.

Shuanghui focused on the development of low-temperature and mid-to-high end product markets, and promoted brand upgrades with product upgrades, effectively increasing brand value. Shuanghui adheres to the principle of “adjusting the scale of the structure”. It has adjusted from high school, low coverage, and middle-to-high-end structure in the past. From the previous tonnage profit of 500 yuan, it has now risen to around 2,000 yuan.

Although it is called high-end, it is not a luxury in nature. It can only count as luxury goods. It is a must-have item for daily life, but it is obviously higher in quality than ordinary products in terms of price, but it is definitely not extravagant. Its price must be affordable for heavy consumers who repeatedly purchase repeated consumption in daily consumption, and the high end The product feels value for money in the heart, which is obviously different from the characteristics of genuine luxury that are almost purely flaunting and gifts.

Wangfujing has Wu Yutai's ice cream window, there are only two flavors, flower tea and Matcha, but at McDonald's, KFC to buy 3 yuan, but also often "second half cup" ice cream cone, Wu Yutai sold to 5 yuan (It is said that it has now risen to 6 yuan), but customers are still lined up for purchase all the year round. That is, the product is high-end, and everyone believes that Wu Yutai's tea and matcha ice cream are authentic tea ingredients and tastes are indeed different.

Where? Who? How? :where is it? Who will do it? How to do it?

Where is the high-end market?

There are three prerequisites for doing high-end markets:

One is that the category is mature without education. There are many brands in the market and there is ample competition. There is no oligopoly.

Second, from the enterprise to the consumers, we all recognize that this industry has been declining, with low cost, low price, and low quality. General enterprises are only satisfied with the compliance with the national standard, and those who have trespassed use fraudulent and other legal and illegal means to deceive consumers and regulators. Reality has made them realize that this will not happen.

Third, consumption upgrades. After consumers have eaten, there is a clear increase in the demand for good eating, healthy eating and decent food.

From here, we can see that instant noodles are very mature in terms of market conditions or industry competition.

Who is eligible for high-end?

The most conditional first is the industry leader, "the high-end products are capable companies can do it", this is the natural perception of consumers and channel terminals for leading companies, does not make sense.

Non-famous companies are not indispensable. If you do, first of all, you must lay the groundwork for the development of technology and resources, and establish the awareness of the industry and consumers of your support for high-end products.

In fact, not too long ago, Master Kong also introduced a high-end instant noodles “love big meal”, which lasted 8 years. Only the new meat sauce package has invested 300 million yuan, and the “three fresh” ones: “fresh noodles”, "Fresh and good soup" and "fresh and good material" have truly achieved a "low burden of healthy nutrition." The terminal price of the product is about RMB 8, which is even higher than that of leather.

How to do high-end?

To be high-end, simply put the value of the product into reality and long, increase the brand image and make a difference, use the full value of the product to satisfy people, and use the added value of the products outside the product to attract people. In essence, it is still differentiating, but it is only in terms of value that it is necessary to work hard in the image.

Chengde Lulu's “beauty workshop” was unsuccessful when it came to high-end products. First, the category itself was not sufficiently active and rich. Lulu was the only one. The market’s high-end demand for this category was not strong, and the second was that the company did not go for “beauty store”. High-end foot support, change the packaging would like to raise prices, not so easy. Why can't the high-end market see the "beauty store" and why the airport does not see the high-end "Lulu." This is not a question of a small blue hat, but a question of marketers' ideas and concepts!

Is sauce used as a condiment to be commonplace, can it be high-end? Zhang Zhongjing did a lot with the mushroom sauce in the kitchen. First, we selected new products, made shiitake mushrooms into sauces, and supported them in consumer cognition; second, excavated values ​​and refined the value appeal of “300 shiitake mushrooms and 21 kinds of nutrition”, which made latecomers hopefully sigh Third, the international style of packaging design and superb commercials spread in the golden section of CCTV, establishing an unparalleled image. Zhongjing Mushroom Sauce bought more than 10 dollars per bottle at 215g in the Beijing market, and the national market is in short supply.

Please use your brains and your eyes to make high-end products market. The high-end product market is an opportunity, and it is a trend. The more mature the category is, the more competitive the market is, the more opportunities for high-end markets become apparent. From biscuit instant noodles to beer beverages, rice flour to confectionery, vinegar oil to MSG brown sugar, fresh meat to ham, fans to melon seeds... Whoever takes the lead in the high end will be able to gain the next round of competition .