A hair dryer sells for three thousand, why do some people still pursue Dyson?

Have you ever used Dyson products? When it comes to Dyson's various products, there will often be a polarized evaluation - people who have used it say yes, while friends who have not used it often seize the "IQ tax" and keep complaining. Admittedly, dyson's products are indeed sold at a high price, with 3,000 hair dryers, 5,000 vacuum cleaners, and even table lamps selling for about 6,000. Compared with the traditional goods of the same category on the market, it is often 5 times more expensive.

Priced at up to 5990, it can be used for 60 years of floor lamps

Dyson is very similar to Apple, and the high price can't stop the love of consumers. Dyson never plays cards according to the routine, and uses a good-looking appearance plus real black technology to capture the hearts of consumers. Like the recently launched Dyson Zone air purifier, Dyson not only miniaturizes the air purifier, but also incorporates noise-canceling headphones, and the overall shape is quite sci-fi. Although the current price of this air purification headset has not been announced, according to dyson's tonality, the price is definitely "worth looking forward to".

In addition to the innovative appearance and functional design, what are the secrets of Dyson that many consumers flock to?

01 A motor makes Dyson successful

If not taking the usual path is Dyson's philosophy of success, then the success of this road should be a small motor. Just relying on a small motor makes Dyson earn tens of billions of dollars a year.

Dyson's motor technology brings a convenient experience to users in 75 countries around the world, and a powerful and durable CNC motor can be produced in 2.3 seconds under Dyson's fully automatic production line. Do you want to know how much this motor is worth? Dyson's answer should be 350 million pounds, since 1997, Dyson's research and development investment in motor technology has continued to increase, and eventually exceeded 350 million pounds, so high research and development costs have made Dyson stand at the top of the industry.

For different scenarios, Dyson has launched V6, V7, V8, V9, V10, V11 motors, and installed them on its vacuum cleaners, hair dryers, air purifiers and bladeless fans. Dyson has thousands of R&D engineers around the world, and R&D investment has reached 40% of profits. Dyson relies on these technologies that are different from other brands to stimulate innovation in the industry and give consumers an unprecedented experience.

02 Going up against the current is inseparable from the wise helmsman

Dyson's success is not only the result of the joint efforts of the R & D team, but also inseparable from the wise strategy of founder James Dyson.

When James Dyson started from scratch, he mortgaged his family's house in order to obtain research and development funds, designed 5127 vacuum cleaner prototypes, and it took 5 years to obtain a molded product. Design is only the beginning of Dyson's road, and the popularization of the market is the most difficult.

James Dyson and Dyson's first vacuum cleaner DC01

Dyson's centrifugal force dust collector was difficult to pry the dust bag vacuum cleaner market at the time, fortunately, Dyson's idea finally impressed the general manager of Rice Bank, and after obtaining a loan of 600,000 pounds, Dyson finally introduced his invention to the market, thus making the Dyson brand a hit.

James Dyson is not so much a businessman as he is an inventor, and going off the beaten path is Dyson's philosophy of success, whether it's from the original wireless vacuum cleaner or the current hot hair dryer, Dyson is doing only one thing - that is, subversion! Officially because of its subversion, it is able to make the product premium higher and make more money.

03 Just the right amount of marketing allows Dyson to always maintain a high-end tone

From vacuum cleaners to hair dryers to curling irons, Dyson's marketing approach is inseparable from three words – "she's economical." Most of the cleaning responsibilities of Chinese families fall into the hands of women, so the main marketing goal of Dyson's various products in China is the housewife circle, and many users are familiar with it through the spread of word of mouth. Then there is the marketing of hair dryers, accurately selecting beauty bloggers and grass bloggers, etc., this part of the people attach great importance to their own image, just to meet dyson's positioning.

From pleasing to pleasing to self-pleasing, this is the transformation of female consumers, and Dyson's high appearance and high-tech sense are also necessary conditions for capturing users. Dyson uses "bringing unprecedented life experience with cutting-edge technology" as the starting point, using bloggers and big V fan groups as marketing means, which is regarded by users as gift-giving products, and even becomes a must-have weapon for many boys.

04 High-end tonality brings more added value

According to the World Bank, china's middle class was only 20-30 million in 2010, and now that number has more than tenfold to more than 400 million. Obviously, the middle-class consumer market has become a new battlefield for enterprise competition.

The middle class pursues a sense of participation in product formation and consumption, is willing to share, and their purpose of consumption is more to please themselves than the consumption of the necessities of life in the mass market, which coincides with the high quality of life promoted by Dyson. Another success of Dyson's branding is that through top-down word-of-mouth communication from the elite to the general public, Dyson's products have a light luxury attribute, and consumers are willing to pay for it.

Taking the hair dryer as an example, the price of more than 3,000 yuan, the user really considers its use value, or is it really how much hair care? Not really. After using a hair dryer with more than 3,000, users value not only the function, but also the improvement of high value, satisfaction and happiness in life. Simply put, she's using it, so I'm going to use it too! Value does not only refer to the product itself, but also needs to have a "sense of satisfaction" to satisfy the consumer's psychological enjoyment.

05 Expensive has never been a drawback for Dyson

As I said at the beginning of the article, people who have used Dyson say yes, while friends who have not used it often seize the "IQ tax" and keep complaining. From this point, it can also be explained that Dyson convinces the majority of consumers through product strength, and even becomes a fan of Dyson.

Whether it is the Dyson hair dryer HD08 that can easily blow out the 12-level wind, or the Dyson V15 vacuum cleaner that can clean up the ground and shine dust and garbage on the ground, Dyson can always bring consumers a different experience from other products on the market through innovative technology. And this is the most important point that impresses a large number of consumers to pull out their wallets. Want to improve your quality of life? Try Dyson right!

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