Yongjin Building 丨 "Mooncake Assassin"?not that simple

Zhejiang News Client reporter worshiped Zhe Ye

The Mid -Autumn Festival is approaching, and the moon cake is hot again.

This year, the biggest news of "Cake Circle" is Moutai who started selling moon cakes. Moutai International Hotel launched two moon cake gift boxes, priced at 188 yuan and 318 yuan per box, and was quickly snapped up.

In this regard, everyone was mixed. Some people said that hype, some said waste, and some people borrowed the "ice cream assassin" stalk.

Is Moutai moon cake "assassin" behavior?

Yong Jinjun thinks not. This just means that the brand awareness of domestic goods is awakening, and the brand influence of Chinese consumer goods is being upgraded.

David Aike, an authoritative scholar in the brand field and Honorary Professor of the Business School of the University of California, believes that in the face of product choices that are not comparable in packaging, quantity, etc. The amount of the brand is the brand premium. It is a strong proof that reflects the loyalty of customers, and it is also a reasonable way to measure brand assets.

Brand Bottega Veneta's official website shows that the necklace that looks like two buckle pins is priced at more than 6,000 yuan

At the brand premium level, the brand sells both brand confidence and brand strength. After all, if someone pays for, it is applauding and calling.

It is a mature approach to commercial transformation with brand premium. Luxury brand LV and Dior have been out of the moon cake gift box for many years; last year, the moon cakes released by the Bulgari Hotel were priced at 1288 yuan, but "one cake is difficult to find", and consumers will pay for the brand's fame.

In recent years, new domestic goods have also started to work in this direction.

Domestic sports brand Li Ning has increased investment in design and research and development. With a series of actions to board Paris Fashion Week, develop high -end product lines, and develop the "China Li Ning" tide brand, the purpose is to oppose the international big names and play high -end China’s high -end China. Sports brand.

The beauty brand Huaxizi, with national style products such as concentric locks and carved lipsticks, stimulated the "national tide" consumer demand hidden by Chinese consumers, and also planted Chinese aesthetic self -confidence in the minds of European and American bloggers.

On this boutique, it requires greater R & D investment and more advanced technologies. At the same time, it is also more accurate and clever to observe consumers' needs and pursue reasonable brand premiums. As long as you have a strong strength, boutique domestic goods should have the confidence and courage of pricing.

Especially at the moment, the demand is not the contradiction of economic operation. It is essential to boost consumption and expand domestic demand to the stable economic growth to.

This is a huge opportunity and a mission for the domestic brand.

At this year's Expo, Yong Jinjun witnessed the red fire of "domestic goods" -HKUST Xunfei, Zhong Xuegao, Pianzai ... China ’s intellectual manufacturing, new consumption, and renewal old names. High -end road.

As mentioned in the "2022 Chinese Store Market Development Report", Chinese brands are transforming from "Made in China" to "Creation of China". Are you willing to pay for the cultural value of the product.

Therefore, for the "moon cake assassin", we may wish to change the perspective:

This is an upgraded signal issued by domestic products brands. It is understandable to expand the product of the brand to expand the product influence. It can also help the brand to gain the favor of young consumer groups in a "surrounding" method.

We look forward to seeing the rise of domestic products, the rise of the domestic brand, the breakout of the domestic brand, and feel the magnificent domestic demand market.

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