Look At High-End Marketing From Sky High Price Rice

A kilogram of rice is 99.99 yuan, which is Beijing international technology.

The price of rice is derived from the "fragrant rice city of China" in Wuchang City, Heilongjiang, as well as the five regions of founder, Zhaoyuan, Qing'an and Tonghe, but the hawker is Zhang Hongwei, the Oriental Group.

The native Heilongjiang people now turn their attention to the middle and high-end rice market to create "Oriental rice king".

Orient Group wants to

In the first place, the urban life and the middle class are all the most fastidious about the necessities of life. People are rich and wealthy, but the products in the market are the products that depend on price wars. So we see that foreign luxury goods and second-line products are coming to China. The opening of a local market LV has been crowded out! Can you see the hunger and thirst of the Chinese market for high-end consumption? While looking at domestic enterprises and products, how many brands abroad are domestic OEM? Our enterprises are fully qualified and capable of creating, creating and marketing high-end brands. The next 10 and 20 years will be the year of rapid rise of China's high-end industries. In the future, the Chinese market is not so! There are 3000 families in China, 1 million of whom are known.

So who will help enterprises to achieve these? Who will provide consumers with the matching brand they need? We have made many years of continuous research in the high-end field by the Canton enterprise management consulting organization, so that I am duty bound to this mission. We hope to help and become those marketing guides and practitioners who want to build high-end brands, develop high-end industrial chains, do China's own high-end industry, and open up and meet high-end consumer demand.

According to the "28 principles" of Italy economist Pareto, 20% of the rich consume 80% of the market share, while the remaining 80% account for only 20% of the market share.

Therefore, these 20% high-end customers have been the key marketing targets of many enterprises.

So, how to sell high-end rice?

First of all, Mr. Tan Xiaofang suggested that the price of rice should create a high-end brand story, all of which must be first-class products.

For mineral water, there is no exception to the natural and healthy water quality.

Evian mineral water comes from the spring of Evian Town, which is a well-known story.

The 5100 glacier from the Qinghai Tibet Plateau, which is 5100 meters above sea level, comes from the springs. The silver spring comes from the far away Siberia plain.

Their common features are pure water and rich minerals, but all brands are shaping their distinctive brand image.

Secondly, Mr. Tan recommended that the rice should be priced at high prices to tap the high-end value of the brand.

Our domestic enterprises are often "only one or two" in mining high-end scarce resources, and their marketing actions often fall into the dilemma of "picking up sesame seeds and losing watermelons". In today's Chinese enterprises gradually pforming from the Chinese price to the Chinese value pformation process, how to excavate the value contained in a product is especially needed by the marketing circles.

Sky high rice highlights personality and style.

Strong and outstanding style is the fatal factor of high-end brand.

Consumers will pay for brands that can show their taste and personality through their voting rights in their currencies.

Rolls-Royce represents honorable, Armani stands for simplicity, LV symbolizes classics, Jaeger Le Coulter watches represent precision, Dior stands for exaggeration and romance, and they all have their own ultimate personality and style.

In the ranks of high end scarce resources brands, there is no need for a few "fence sitters" and "doctrine of moderation" to show your personality and show your uniqueness.

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Also, we must know that high-end life marketing starts with life style. We are not selling rice, but selling lifestyle.

High end brands represent a way of life, and the success of every brand lies in the way it preaches.

What kind of brand to choose is the way of life and life style.

In the Chinese market, Chivas is trying to create a lifestyle that enjoys Chivas life.

So what kind of life is Chivas life? That is: sharing and experiencing, fishing in Alaska, going to the lighthouse picnic, experiencing the world's top music live performances... A relaxed and comfortable life that you want to live without pressure, no competition of Chivas life.

We can find that China's high-end scarce resources brands, including high-end brands such as sky rice, are often longer than the selling points at the product level, but shorter than the spiritual value added.

Finally, the sky rice must catch up with high-end users and give full play to its leader's reputation.

The ultimate goal of high-end brand marketing is to turn consumers into believers and let these believers sell "brands".

"China cigarette" has not stopped its pace of "opinion leader marketing" since its birth.

In the brand communication of "China cigarette", we can often see such a statement:

"In 1950, the state-run tobacco companies of China accepted the development of Zhonghua brand cigarette.

After the smoke was made, comrade Wang Daohan, Minister of East China industry ministry, sent a special trip to Beijing for Mao Zedong and other central leaders.

Because the name of the company was the tobacco companies of China, so the brand was also in line with its name, especially the "China".

This is the origin of "China cigarette", which has caught the top users of cigarette consumption in China.

As a generation leader, the majority of consumers, especially the older generation, are familiar with the historical story of "China" and Mao Zedong. Many people see "China" and they mention Chairman Mao's "China" shot. This historical asset is incomparable to other brands.

It is necessary for Mr. Tan to suggest that sky high rice should follow this train of thought to make the "top user marketing" deeper and more thorough and achieve the ultimate goal.