A few days ago, Muzhibao Furniture launched many high-end products, although the material is still rubber wood, but the overall workmanship and materials are higher than before. In addition to the thickening of all solid wood on the desktop, the chair has become fully reinforced and thickened, and the bottom of the dining table has also been painted. The overall style is also misplaced with Nankang coins, starting a new European-style Chinese style.

I am particularly satisfied after reading it, and I am also full of expectations for the shops I plan to redo. But calm down, I thought of a problem, that is:

"Can low-end brands make high-end products?"

The first brand that comes to mind is Xiaomi. With regard to Xiaomi, from the day it was born, it has been under the slogan of cost performance. With high-profile models and low prices, it quickly occupied most of the mobile phone network sales market in China. Cost performance has always been synonymous with Xiaomi.

At that time, cost performance has always been the biggest selling point of Xiaomi, but now it has become the burden of Xiaomi's mobile phone. Because the price of Xiaomi is under the public's perception of cost performance, there has been no price increase. If it exceeds the customer's expected price, the customer will find it difficult to accept. Samsung can sell more than 5 thousand with the same configuration, even VIVO and OPPO dare to sell more than 4 thousand, but on Xiaomi, no one buys more than 3 thousand. People's psychological positioning of this brand determines the price range of this brand.

I have also used Xiaomi's mobile phone, including the flagship models of Redmi and Xiaomi, but after using it, I said that I would not buy Xiaomi's mobile phone again. The user experience of the whole Xiaomi mobile phone is very poor. The mobile phone is for the elders at home (Redmi uses it for himself), and the elders often complain that the software flashes back the card. A large number of advertisements and software that is easy to flash back are still stuck in high configuration after more than one year of use, which is the main reason why I abandoned Xiaomi directly. Although I bought your Xiaomi's mobile phone at a low price, these are not the reasons why I naturally bear these bad experiences.

Later, I also experienced Xiaomi's mix in the experience store. Although I admit that mix is an epoch-making product, I directly refused to think of my experience with Xiaomi mobile phone and the homology in different appearances. (I have used OPPO and VIVO before, but that kind of user experience directly makes me feel exploded. Although the price is more expensive under the same configuration, I think this part of the user experience is still worth saving. )

Now map the same scene to the brand of Muzhibao. In the past, the high-quality expectation provided by Muzhibao has been exhausted in the price war in recent years, and the product price also lacks obvious advantages. More and more customers complain that the quality of products can't keep up, and more importantly, the thinking of employees is aging. The production department still thinks about the quality of products with the old thinking. The first reaction after sale is: "This is a small problem, why do customers care so much?" "This is not a key part, and it will not affect the use if it is cracked." "The price of our products is this quality, and he can spend money on expensive ones." "Moldy and moldy furniture can be wiped off." It is hard to imagine that these answers have been understood within a factory, a company or a brand, and everyone views the products produced by the company in this way.

So what I am worried about now is not whether Muzhibao can make high-end products, but whether these dross will precipitate into these high-end products. Short-term delivery of one or two goods is not the ability to see the whole factory, but the most important thing is to provide long-term stable and good product manufacturing and service. Instead of always having problems in packaging, delivery, products and services, and then killing the patience of consumers step by step.

Writing here, there is another reason why low-end brands can't do high-end sub-lines. Although it can't be mapped to the treasure of wood, it is still worthy of reference:

Doing a good job in high-end products is actually the information gap.

Except for the operation.

If Shaxian snack is a high-end food, do you know that it is a high-end brand of Shaxian snack? Many people don't know. If you explore other formats, you can come to the conclusion that:

Customers' low-end cognition of the brand determines that the possibility of success of high-end products is slim.

In the localization theory, there is a mental model that is described as "the mind is hard to change". A typical example is Phaeton, a high-end brand launched by Volkswagen in Germany. Although Phaeton has a good reputation in design and product performance, its sales performance is not good because consumers' cognition of the public is low-end.

The low-end brands launched by high-end brands can help these high-end brands, which usually strive for 20% market share, gain 80% mass market without damaging the brand image. But low-end brands are high-end brands, as if they only have the function of "recalling painful experiences".