LED brand differentiation: low-end will hit the high-end?

Review: once in a professional market in Beijing to the dealer lectures, a dealer in the end of the training will be on the agenda, to the author of such a problem. He said he operates a high-end brand of LED products, but the market is relatively narrow audience. So, want to increase the product line, and therefore intends to act as a proxy for low-end LED products in Zhongshan Ancient Town, but in this way, he worried that his agent's low-end LED products will impact the agent's high-end LED category, asked the author how to do? I immediately give him the answer, I said, if the two brand positioning is appropriate, do not have to worry about the low-end category of LED products will hit the high-end products. Even, will play the effect of 1+1 > 2. However, the author added, the appropriate brand positioning, brand is the difference between the two "to a proper extent", is afraid of "cry up wine and sell vinegar", the name is the high-end The name falls short of the reality., but in the product category, material, function, packaging, promotion, display, fundamental reflect and convey the "high-end brand" this positioning.

So, in the end how to define "high-end brand" and "low-grade brand"?

Stupid thought, mainly do the following aspects:

LED brand differentiation: low-end will hit the high-end?

First, the two target market is a strict distinction, such as the positioning of high-end products may be high-grade engineering or home improvement, such as the five star hotel, government image works, villas, etc.. The latter is positioned as a general office, engineering, or ordinary home improvement.

Second, the two products should have obvious differences. Such as structure, process, material, chip, package, performance, etc.. And through the comparison shows, can clearly show the difference. Rather than a sense of difference.

Thirdly, the pricing strategy should be strictly defined. There is no doubt about it. Because of the different target market, the acceptable price is not the same.

Fourth, the difference between the packaging of the two ways, the cost of high-end brands and low-end brands are not the same, positioning is not the same, the nature of the packaging show taste is not the same. Low end brands may require ordinary packaging, but the high-end brand packaging, must be in the material and design of the "put it down" or "pleasing to the eye"".

Fifth, the two channel model is not the same, the high-end brand may be suitable for direct distribution model, and low brand is more suitable for intensive distribution mode. High grade brand suitable to take the recessive channel, and the middle and low brand is not suitable. The reason is very simple, because of its price system, can not meet the interests of the interests of covert channels.

Its six, show the way is not the same, more high-end brands need to experience, contrast display, is a boutique or boutiques. Because of this, more directly reflect his material, technology, light effects, etc.. The middle and low products more just ordinary display and.

Seventh, promotion is not the same, the core value of high-end products with the brand name, selling is to bring consumers the feeling of "output is" one of the solutions". To consumers is more a sense of brand. The low-end products are more price appeal, the sale of the product's functional attributes. The value of their products, services, etc., can not be compared with high-end products.

The eight, the two channel system incentive policies are not the same. High grade products on the channel services, support, personnel assistance are far lower than the low-end brands. Such as delivery, training, promotion, store display, returned goods, regional advertising support, regional market protection, etc.. Hodge and low product price itself more competitive, helping and supporting the follow-up is often ignored.