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品牌升级抛错媚眼

来源: 南方日报网络版     时间: 2019年09月17日 04:54:12
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(原)(标)(题)(:紧)(追)(00后)(品)(牌)(升)(级)(抛)(错)(媚)(眼)(|晓)(说)(消)(费)(
最)(近)(和)(一)(朋)(友)(闲)(聊)(听)(来)(一)(则)(轶)(事)(。
故)(事)(的)(主)(角)(是)(国)(内)(一)(家)(体)(育)(用)(品)(公)(司)(的)(老)(板)(,在)(经)(历)(了)(多)(年)(的)(发)(展)(后)(终)(将)(企)(业)(做)(强)(做)(大)(,除)(了)(本)(土)(人)(才)(也)(挖)(来)(了)(一)(些)(在)(500强)(外)(企)(担)(任)(过)(高)(管)(的)(人)(才)(。
有)(一)(次)(,这)(位)(老)(板)(邀)(请)(挖)(来)(的)(外)(企)(高)(管)(去)(工)(厂)(看)(最)(新)(出)(样)(的)(产)(品)(设)(计)(。对)(着)(新)(出)(炉)(的)(样)(板)(鞋)(,老)(板)(问)(道)(,这)(些)(鞋)(子)(你)(觉)(得)(哪)(几)(双)(能)(卖)(得)(好)(?高)(管)(沉)(思)(片)(刻)(,根)(据)(我)(过)(去)(在)(XX品)(牌)(的)(经)(验)(,这)(几)(双)(是)(最)(时)(髦)(的)(,销)(路)(肯)(定)(好)(。老)(板)(点)(点)(头)(不)(做)(声)(。等)(那)(位)(高)(管)(走)(后)(,老)(板)(对)(旁)(边)(的)(人)(说)(,把)(他)(前)(面)(看)(中)(的)(那)(几)(双)(去)(掉)(,其)(他)(的)(就)(是)(下)(一)(季)(的)(新)(款)(了)(。
据)(说)(这)(位)(老)(板)(一)(年)(里)(在)(办)(公)(室)(的)(日)(子)(极)(少)(,最)(常)(做)(的)(是)(出)(差)(,经)(常)(不)(打)(招)(呼)(直)(接)(去)(自)(己)(店)(里)(视)(察)(,很)(接)(地)(气)(。在)(观)(察)(市)(场)(多)(年)(后)(,他)(给)(自)(己)(鞋)(子)(的)(定)(位)(就)(是)(卖)(给)(小)(镇)(土)(著)(穿)(的)(,十)(几)(年)(前)(是)(卖)(给)(这)(群)(人)(,但)(现)(在)(他)(们)(年)(长)(了)(,那)(就)(每)(年)(稍)(微)(根)(据)(市)(场)(流)(行)(变)(化)(一)(下)(,但)(也)(不)(至)(于)(做)(太)(翻)(天)(覆)(地)(的)(改)(变)(,必)(须)(适)(应)(他)(们)(的)(口)(味)(,因)(为)(主)(要)(客)(户)(还)(是)(这)(群)(人)(。这)(位)(老)(板)(的)(思)(路)(明)(确)(,不)(打)(算)(去)(大)(城)(市)(和)(那)(些)(国)(际)(品)(牌)(抢)(客)(户)((当)(然)(也)(是)(抢)(不)(过)(),自)(家)(的)(店)(是)(深)(耕)(四)(、五)(线)(城)(市)(。牢)(牢)(抓)(住)(当)(地)(土)(著)(。
他)(是)(不)(太)(怕)(国)(际)(大)(品)(牌)(的)(渠)(道)(下)(沉)(,毕)(竟)(价)(格)(定)(位)(在)(那)(里)(,你)(做)(你)(500~600元)(一)(双)(运)(动)(鞋)(的)(生)(意)(,我)(做)(我)(200~300元)(一)(双)(运)(动)(鞋)(的)(市)(场)(,彼)(此)(井)(水)(不)(犯)(河)(水)(。
目)(前)(看)(来)(,这)(老)(板)(的)(经)(营)(策)(略)(倒)(是)(准)(确)(无)(误)(。在)(经)(历)(了)(国)(内)(体)(育)(消)(费)(品)(产)(业)(的)(整)(体)(行)(业)(的)(低)(潮)(后)(,如)(今)(这)(一)(行)(业)(复)(苏)(回)(暖)(。我)(看)(了)(下)(财)(报)(,这)(家)(公)(司)(的)(业)(绩)(在)(几)(家)(上)(市)(体)(育)(消)(费)(品)(公)(司)(中)(遥)(遥)(领)(先)(。
总)(有)(一)(些)(品)(牌)(会)(伴)(随)(一)(代)(人)(成)(长)(,除)(非)(换)(一)(个)(城)(市)(生)(活)(、资)(产)(突)(然)(翻)(几)(番)(等)(环)(境)(发)(生)(重)(大)(变)(化)(,否)(则)(他)(们)(在)(很)(长)(一)(段)(时)(间)(里)(会)(维)(持)(固)(有)(的)(消)(费)(习)(惯)(和)(模)(式)(。
我)(在)(采)(访)(时)(常)(常)(最)(喜)(欢)(问)(公)(司)(品)(牌)(商)(的)(问)(题)(是)(,你)(们)(的)(消)(费)(者)(定)(位)(哪)(个)(年)(龄)(群)(?后)(来)(想)(想)(其)(实)(不)(太)(对)(。假)(设)(你)(做)(公)(司)(创)(品)(牌)(时)(的)(规)(划)(是)(将)(消)(费)(受)(众)(定)(位)(在)(20多)(岁)(的)(年)(轻)(人)(,当)(时)(,你)(的)(消)(费)(者)(是)(90后)(,但)(十)(几)(二)(十)(年)(后)(,90后)(成)(熟)(了)(,他)(们)(不)(会)(再)(买)(你)(的)(东)(西)(,因)(为)(你)(的)(东)(西)(是)(卖)(给)(20多)(岁)(的)(人)(的)(。而)(新)(生)(代)(的)(00后)(,此)(时)(他)(们)(处)(于)(20多)(岁)(,但)(审)(美)(已)(经)(与)(上)(一)(代)(发)(生)(巨)(大)(变)(化)(,因)(而)(不)(太)(会)(买)(你)(的)(东)(西)(。在)(中)(国)(,最)(好)(的)(例)(子)(就)(是)(那)(些)(20年)(前)(原)(本)(做)(休)(闲)(服)(饰)(的)(几)(个)(品)(牌)(。
问)(题)(是)(这)(些)(时)(装)(鞋)(帽)(品)(牌)(会)(老)(化)(吗)(?
互)(联)(网)(服)(饰)(品)(牌)(衣)(品)(天)(成)(的)(创)(始)(人)(杜)(立)(江)(给)(出)(了)(肯)(定)(的)(回)(答)(,他)(认)(为)(至)(少)(对)(于)(平)(价)(、大)(众)(服)(饰)(来)(说)(会)(老)(化)(。他)(甚)(至)(认)(为)(未)(来)(一)(个)(品)(牌)(存)(在)(的)(时)(间)(会)(越)(来)(越)(短)(,老)(化)(的)(时)(间)(会)(越)(来)(越)(快)(。我)(问)(他)(那)(怎)(么)(办)(?他)(说)(,那)(只)(好)(再)(多)(做)(一)(些)(品)(牌)(。这)(也)(就)(是)(为)(什)(么)(那)(么)(多)(公)(司)(要)(做)(多)(品)(牌)(化)(来)(精)(准)(定)(位)(不)(同)(的)(人)(群)(。目)(前)(看)(来)(,这)(大)(概)(是)(最)(佳)(的)(解)(决)(方)(案)(。
说)(不)(会)(的)(人)(,比)(照)(的)(是)(那)(些)(百)(年)(的)(高)(端)(奢)(侈)(品)(,但)(实)(际)(上)(,我)(们)(看)(到)(不)(少)(奢)(侈)(品)(品)(牌)(这)(些)(年)(的)(日)(子)(也)(不)(太)(好)(过)(,都)(在)(想)(方)(设)(法)(抓)(住)(有)(消)(费)(能)(力)(的)(“千)(禧)(一)(代)(年)(轻)(人)(”,就)(如)(同)(50年)(前)(想)(要)(将)(自)(家)(的)(货)(品)(卖)(给)(他)(们)(的)(有)(钱)(的)(、有)(消)(费)(能)(力)(的)(祖)(父)(母)(一)(样)(。
所)(有)(的)(品)(牌)(最)(终)(都)(会)(老)(化)(消)(亡)(,不)(过)(时)(间)(长)(短)(而)(已)(。那)(么)(,在)(有)(限)(的)(时)(间)(里)(,如)(何)(维)(持)(得)(时)(间)(长)(一)(些)(,保)(持)(自)(己)(的)(市)(场)(地)(位)(不)(被)(淘)(汰)(?我)(始)(终)(相)(信)(的)(是)(,消)(费)(价)(值)(观)(直)(接)(影)(响)(品)(牌)(结)(构)(和)(销)(售)(业)(绩)(。而)(这)(些)(价)(值)(观)(与)(你)(所)(处)(的)(生)(活)(环)(境)(、拥)(有)(的)(财)(富)(挂)(钩)(。正)(如)(文)(中)(最)(初)(那)(位)(老)(板)(所)(说)(的)(。他)(的)(销)(售)(策)(略)(大)(致)(可)(以)(理)(解)(为)(,其)(产)(品)(不)(是)(卖)(哪)(一)(代)(人)(,而)(是)(卖)(给)(哪)(一)(类)(人)(,到)(底)(是)(年)(薪)(百)(万)(元)(还)(是)(年)(薪)(10万)(元)(,到)(底)(是)(大)(都)(市)(市)(民)(还)(是)(小)(镇)(村)(民)(。
如)(果)(一)(个)(品)(牌)(长)(年)(累)(月)(服)(务)(一)(个)(时)(代)(里)(一)(群)(特)(定)(的)(人)(,而)(这)(群)(人)(的)(消)(费)(力)(又)(横)(跨)(数)(十)(年)(,那)(么)(这)(个)(品)(牌)(所)(要)(做)(的)(就)(是)(伴)(随)(这)(群)(人)(的)(成)(长)(、衰)(老)(,把)(自)(己)(的)(产)(品)(做)(得)(更)(加)(符)(合)(这)(代)(人)(的)(心)(意)(和)(需)(求)(而)(已)(。不)(要)(抱)(怨)(消)(费)(者)(抛)(弃)(了)(你)(,这)(只)(是)(因)(为)(你)(做)(的)(羽)(绒)(服)(含)(绒)(量)(比)(过)(去)(低)(了)(,价)(格)(却)(高)(了)(,又)(或)(者)(是)(你)(的)(花)(生)(酱)(涨)(价)(了)(,但)(瓶)(子)(上)(显)(示)(的)(容)(量)(却)(比)(以)(前)(少)(了)(10%,且)(比)(过)(去)(稀)(薄)(了)(。返)(回)(搜)(狐)(,查)(看)(更)(多)(
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