Text / Fish belly
01.
Two days ago, a friend forwarded a report to me, the title is very interesting: "2021 National Tide Pride Search Big Data Report".
It said that from 2016 to 2021, the user's attention to domestic products has changed from less than 10% of international brands to 50% higher than that of international brands.
Friends read it is also very "as the topic", the sense of pride suddenly came up, said that our domestic brand won, and later in order to be cautious, added the three words "stage", stage victory.
And I said, this is not a stage victory, just a partial victory.
I only threw one question, and everyone understood:
Name 3 domestic brands that come to your mind for the first time.
I briefly counted the results of several groups, and most of the answers appear in the following graph:
It can be the first thing that consumers think of, proving that they have been successfully implanted in the minds of consumers. However, most of these brands provide domestic products in the field of daily consumption, and those low-frequency, high-unit price product brands can stay in the public awareness area of consumers.
On the other hand, looking back at the rise of new domestic products in the past few years, it can be found that many brands themselves are a little unconfident in pricing.
For example, domestic beauty, generally priced at 200 yuan stall, to avoid positive competition with international brands; domestic mobile phone brands, mostly priced at about 1000-3000 yuan, mainly to avoid competition with Apple, Samsung; and like in recent years, a large number of new car-making forces in the field of electric vehicles, brand pricing is generally below 300,000 yuan, mainly to avoid competition with Tesla.
This is a wise tactic, but not a long-term strategy, and most new domestic brands also have a clear understanding of this.
Under the goal of common prosperity, in the next 10 years, China's new middle class population will grow, and to meet the increasing needs of consumers, it is the general trend for domestic brands to attack the high-end market. Otherwise, the market we are seizing from international brands now will probably be returned later.
Therefore, the present victory is only a partial victory.
02.
If you want to exert force, you must first figure out the direction.
What exactly is a high-end brand? It is definitely not a high-end brand with high price, nor does it mean that there are no opportunities for daily consumer goods.
For example, Häagen-Dazs, for a long time since entering China in 1996, has been the "Rolls-Royce of the ice cream industry" in the minds of consumers.
But later, we found that Häagen-Dazs was a mass brand in Europe and the United States with supermarkets as its main sales channel. Why can it be positioned so high in the minds of domestic consumers?
Because in the era when ice cream is only two dollars a piece in the street freezer, Häagen-Dazs specially selects high-end shopping malls in the center of first-tier cities to open stores. When users come to the store, they will listen to soothing background music and take a beautiful spoon to dig ice cream gracefully to eat.
Coupled with the advertising slogan of "love her, invite her to eat Häagen-Dazs", Häagen-Dazs successfully achieved a dimensionality reduction blow: consumers pay not only for ice cream, but also for a "foreign" dating experience.
Even now that Häagen-Dazs has stepped down from the altar, anyone who says that they spent an afternoon in a Häagen-Dazs store 20 years ago will still be praised as "you were really trendy at that time" – a value that does not fade with the passage of time, because it is engraved in the consumer's life experience, "trendy" and "fashionable" labels.
For example, now everyone likes to see what clothes celebrities wear when attending the event, most people comment on whether these clothes are beautiful and beautiful, and fans are very concerned about what brand this dress is, what year and season of the style, if it is a haute couture, then fans can really send "war reports".
Because the production process of couture dresses is very cumbersome, it often takes hundreds or thousands of hours to customize by hand. Recognized by the French Haute Couture Association (La Chambre Syndicale dela Couture), there are no more than 20 real couture brands in the world.
Whether or not to wear a couture dress is not decided by the celebrity's wallet, but by the brand's hand. The fact that a celebrity is able to appear in a couturier shows that he has gained recognition from the brand and the truly purchasing power of consumers.
So, the price is expensive, just to solve the problem of more expensive.
What is the more expensive problem?
First, experience.
For example, the Haagen-Dazs example we gave earlier, the basic problem it solves is just "eat an ice cream", but it makes the user eat ice cream process meaningful through the creation of the scene, and it actually really solves the problem of "how to have an unforgettable time with the boyfriend" and "how to have a different date with the girlfriend".
According to a Survey conducted by McKinsey in China, 20% of users said they would be willing to spend more on experiences, compared with only 13% who spent more on the products themselves.
Second, values.
Branding is a kind of identity, and its meaning is that it has no words and does not need language, but it can convey information to others. The more high-end the brand, the more accurate its message is, because it has formed a consensus in the minds of consumers.
Consumers often choose a brand that also involves this demand: the message conveyed by this brand is consistent with my ideas. This message comes not only from the brand slogan, but also from the brand's historical precipitation and its behavior choices.
This is why the statement of the real high-end brand is of great discussion significance, and in recent years, chinese consumers' examination of foreign high-end brands has become more and more subjective and strong.
It is not difficult to find that the more expensive problems actually vary from time to time, place to place, and from person to person. European luxury goods solve the more expensive problem based on their aristocratic culture, and now, domestic brands that want to make efforts in the high-end field need to figure out what is the "more expensive problem" that belongs to the Chinese.
03.
We all know that in the past two years, China's new energy electric vehicles have ushered in a spurt of growth.
According to the policy encouragement, in 2025, the proportion of new energy vehicle sales should reach 20%, and the annual sales of high-end electric vehicles should be at least one million, and the market volume should reach more than one trillion. But today, in 2022, there are still a few domestic car brands that can skip Tesla and raise the price to 500,000-1 million.
It's not that there are no brands called Gaohe, and they are almost the only Chinese players in this segment to participate.
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The pricing of Gaohe's first car, HiPhi X, broke through the ceiling of domestic electric vehicle brands - six seats of 680,000 yuan, four seats of 800,000 yuan, but the sales data performance is extremely eye-catching. As of February 2022, Gaohe Automobile has delivered 5,142 HiPhi X vehicles to users, and as a luxury car brand with an average sales price of nearly 700,000 yuan, Gaohe Automobile has exceeded 5,000 vehicles in just 10 months.
What is the concept of this number? At that time, Porsche broke through this figure, and it also took 9 months.
Gaohe not only set a new speed record of more than 500,000 Chinese luxury pure electric brands, but also once beat many international high-end brands, winning the top spot in the list of the price segment for 3 months, becoming a real Chinese dark horse.
How does Collegiate solve the "more expensive problem"?
First of all, it must have innovative scientific and technological capabilities.
Technological innovation is the core competitiveness of a product, with "black technology", you are different from other products.
As early as 2018, Gaohe brushed a wave of screens with hard power. I don't know if you remember this picture:
This is a four-wheel steering hub motor engineering vehicle released by Gaohe parent company Huaren Express in 2018, through the display platform, this engineering vehicle can complete the side entry, translation lane change, rear wheel reverse bending, in situ 180 ° U-turn and so on driving modes... At that time, a wave of screens was brushed hard.
But it is precisely because it is too cool, at that time, Gaohe encountered the most questions: Is this energy production, will not be pPT car again?
Unexpectedly, just two years later, Gaohe really released HiPhi X. Now go to the B station to find the main evaluation video of HiPhi X, and find the most exclamation and bullet screen is still: it is really mass-produced. As a result, Gaohe has also captured a group of potential consumers who like futurism, technology and creativity.
The user experience isn't about knowing what technology you have, it's a long, even years-long process. As long as the user is using the product, it is bound to produce an experience.
So, in essence, the solution to the more expensive problem of experience is to put yourself in the shoes of the user and constantly segment the needs.
Therefore, science and technology to solve the problem, to land in the specific scene.
The scene requirements of a car when driving alone and carrying multiple people are actually different, and the scene when carrying 1, 2, 4 or even 6 people is also different. For example, when carrying 6 people to travel together, this is likely to be a family trip or multi-person business scene, how the owner takes care of the different needs of each person on different saddles, so that everyone who rides feels respected, which is actually the embodiment of the quality and cultivation of the owner.
So insisting on putting the wingspan door into mass production is not only to look cool and eye-catching (of course, this is also part of the user experience), but more importantly, it can take care of the passengers in each parking space, especially the third row of seat passengers, without bending down to enter the car, rainy days can also hold an umbrella inside.
For example, when two people travel together, The High-Speed Digital Lighting System can perceive the driving environment in real time and interact intelligently with people and cars, thus creating a warm and romantic scene.
To make a car read people, evolve from a means of transportation to a mobile intelligent terminal, which requires innovation and creativity in technology and occupies its own technological highland. Gaohe and its consumers are doing the same thing, that is, through creation, so that the car becomes a mobile terminal that can continue to evolve and is often used, which is like a smart phone, continuous learning, continuous optimization, so as to integrate into the life and work of the owner, and create his own car use scene for the owner.
This is also the third experience of Gaohe in the face of "more expensive problems": co-creation with users.
At the 2022 spring press conference of Gaohe two days ago, founder Ding Lei repeatedly emphasized the brand spirit of Gaohe: like to create · Live to Create。
"Co-creation defines value" is The product concept of Gaohe, the product is a bridge connecting the brand and the user, relying on the co-creation of products with the user, Gaohe has realized the resonance of the brand and the user in the values.
Some new domestic brands mistakenly believe that creating a blockbuster product is the success of the brand, in fact, creating a blockbuster is only the beginning, because the product is only a bridge, and the brand is the other shore. Only enterprises that really have upper-level thinking about the brand and clarify their core values can maintain the ability to continue to iterate and move forward in their own direction.
We see those excellent new domestic brands, most of them, their founders basically have decades of experience in the industry, so as early as the beginning of their creation, they were extremely clear about their brand mission.
Gaohe, which has directly entered the high-end market from the first product, provides us with a more precious case.
The so-called like-minded, want to go all the way with the user, first of all, you still have to be clear about where you are "determined", you can only clearly choose your own path, in order to meet the same people as you on this road, in order to truly understand what is their "more expensive problem".
On the road of the rise of Chinese brands, no matter what field of new domestic brands, no matter what type of consumers, in fact, we have a "more expensive problem".
Today's Chinese consumers are no longer consumers who blindly pay for what others define as "high-end brands". We are proud of our culture, we love to create, and we have the technical ability to create.
We are all looking forward to the scene where when others ask about the products we use, we can proudly say:
This is Chinese, a brand that we have created ourselves.