High-end brands are brands with higher premium ability, that is, products with the same technology and quality can sell at higher prices. For China enterprises involved in price war, promotion war and terminal war, it is undoubtedly the greatest wish to build high-end brands with high premium. Yifutang green tea, as a traditional industry, should have become a high-end product due to the limitation of producing area. However, due to poor brand operation, brand value has declined.

First of all, it is obviously different from competitive brands.

If brands can't form different cognition and association in consumers' minds, they can only compete by leading in scale and total cost. Without differences, there will be no high-end brands.

Many people think that it is difficult to make real changes, which is caused by the lack of multi-dimensional perspective and creativity. Differences come not only from products and technologies, but also from services, concepts, history, technology, entrepreneurs, corporate culture, appeal themes and advertising styles. As long as you have multiple perspectives and creative thinking, you will definitely find differences, and then penetrate into the minds of customers through long-term concentration.

Second, surpass the competitive brands in some points, especially where the cost is not high but the customer's perceived value is significant.

High-end brands surpass competitive brands and do not need to bloom in an all-round way. For example, Haier's five-star service has made great efforts in the courtesy of door-to-door service, and it is very principled not to drink a glass of water or smoke a cigarette. These details do not require extra cost, but make customers feel safe and credible, and enhance their recognition of the brand; The same is true for Japanese cars, where customers can really feel, such as design and internal electronic product configuration.

Third, the core value will be engraved in the hearts of consumers, which will clearly distinguish it from competing products and create reasons for high-priced purchases.

We call the information that can touch the inner world of consumers the brand core value. If consumers can associate with the information of a brand, deeply touch their inner world and have a positive, beautiful and pleasant psychological experience, they will have a sense of identity with the brand and even fall in love with it, and will naturally be willing to spend more money for it. A brand has a core value that excites consumers, which is the main motivation for consumers to pay a premium. The person in charge of Yifutang Tea said that the brand value of tea lies not only in his drinks, but also in the added value it brings to customers. Therefore, tea brands should dig deep into the value and start from the root of the value. For example, Yifutang uses culture to drive brands. Therefore, this paper expounds the value from the perspective of culture from two aspects: management culture and enterprise culture. The cultural scope of "ceremony" ranges from product research and development to cultural communication. Filial piety, friendship and affection are the cultural connotations of Yifu Hall. This adds value for customers to choose brands.

Fourthly, tactical marketing must attach importance to brand core value and brand awareness.

Any strategy is not very valuable as long as it is easy to imitate or follow up, so the promotion of pure profit will eventually become a competition of pure financial strength. Similarly, many tactical marketing efforts, such as strengthening terminal management and vividness, increasing advertising investment, expanding investment and sales network coverage, can also rapidly increase sales. However, if we can't focus on consistent brand strategic positioning and enhance brand power, we can't precipitate clear personality associations in consumers' hearts, and we can't create high-value brands.

Fifth, maintain a reasonably high price.

If a brand often reduces its price, it will hurt the brand's grade and sense of value. Many brands often lose strength in the face of competitors' sales decline or price offensive, but it is also a time to test the will of entrepreneurs and brand managers.

The price of tea brands is chaotic, there is no certain standard, and the price difference is too great. Therefore, it is an inevitable condition to establish a stable and market-oriented price system.

With the improvement of income level, products with emotional and self-expression interests as the main body, such as famous wines, famous cigarettes, famous watches and famous clothes, should constantly raise prices to reflect brand identity, because it is a necessity for consumers of such brands to buy high-priced brands. Some high-end brands have seen their sales drop sharply because the price drop has damaged their high-end image. Even for general consumer goods, when the overall price of the industry goes down, the price reduction of brands must be moderate, so as to maintain a relatively high price for competitive brands.

Sixth, establish a strong positioning identity of "big brand" and "industry leader"

At present, China tea brand does not have the value of international brand, but Lipton, which is not favored by the industry, represents the front end of international brand. Enterprises in China should have an international brand vision, which is actually related to the original management model. Tea brands are often in a family-style and workshop-style management and operation mode.

The premium ability of regional famous brands is not as good as that of national brands, and that of China famous brands is not as good as that of international brands. Therefore, we should strive to build a big brand image and seize the opportunity to spread information that can prove that we are a big brand in advertising, event marketing and news propaganda.

In summing up the brand operation for five years, Tea Portal pointed out that the prerequisite for the above-mentioned rules to take effect is to have enough confidence, keep insisting and never leave easily. Building a high-end brand is not as difficult and far away as imagined. Seven years ago, Korean brands such as Samsung and LG were also synonymous with low-end goods. Today, Samsung has become a first-class brand with potential pressure on Sony and brand premium ability exceeding Motorola. As long as we adhere to our own brand core values and strategic positioning, and let the whole value activities of the enterprise revolve around this theme, we will certainly be able to build a high-end brand with high premium, and we will not give up, persist, persist and persist because of temporary difficulties and pressures. Yi firmly believes that brand building, brand cultivation, brand cognition and brand association are objective development topics that tea enterprises should consider.

Is the infield a high-end brand?

Yuye towel has become a large-scale high-grade brand towel with its good water absorption, durability, comfort, color, exquisite display and overall bathroom. This company is a wholly Japanese-owned enterprise invested and established by Japan's Uchino Co., Ltd. Over the years, Uchino towel has been gradually accepted by consumers in China and favored by consumers in China because of its good water absorption, durability, comfort, color, exquisite display and integral bathroom.