Analysis:DomesticbrandmarketingstrategytosubvertcheapDomesticbrands“exceptional”becauseofcustomclothingandovernight,somanyChinesegarmententerprisestoseethedirection.Whenpeopledemandforclothingfromthepasttothefashionevolutionofwarm,personalizeddifferentiateddemand,someofthedomesticclothingbrandbegantoabandonthelow-coststrategy,byprovidingcustomerswithpersonalizedservicetailoredwaystoenhancetheirownvalueandprofitsspace.Sameistrueoftheautomotiveindustry,Geelyearlydevelopmenthadrapidlyseizemarketshare,leavingconsumersgavelow-qualityproducts,lowimpressions.2007,GeelychairmanLiShufureleaseof“NingboDeclaration”andto“createthesafest,mostenvironmentallyfriendlyandmostenergyefficientgoodcar,soGeelycarsallovertheworld“,theGeely’sstrategictransformationthrough5years,tohigh-endcarmarketintoinitialvictory,becomingthejointventure1vehiclewithhigh-endbrandstocompetewithlocalBrandbackbone.Infact,inrecentyears,pricingstrategychangesaretakingplacesofewChinesecompanies,manycompaniesthroughouttheproductlineaverageisrising.DepartmentofIndustrialEconomics,FudanUniversity,ProfessorLuoPinliang<<FirstFinancialDaily>>representation,theoriginallow-coststrategyorbecauseoflowcost,low-marginstrategyfirstwanttodominatethemarket,orbecausetheproductisnotcompetitive,andhisfoundrynopricingpower,whileinrecentyears,somecompaniesorsufferingfromrisingcostsandprofitsreductionoftorture,orfortheirowndevelopmentneedstoembarkontheroadoftransformationandupgrading.“Backgroundpointofview,manyChineseenterpriseshavealow-coststrategyandpresenttransformation,butalsowithChina’seconomicdevelopmentstatusandupgradingofconsumption-related.”Xilinmenfurniture,VicePresidentYuLeisaid,butthepricechangeofstrategyandcorporatenotjustthepriceadjustment.2Abandonlow-coststrategyInfact,asthemostimportantstrategicinitiatives,corporatepricingstrategiesrelatedtooperationalaspectsofcooperationandchange,“transformationalsorequiresintechnology,design,etc.tomakealotofpreparation.”YuLeisaidthattheSwedishIKEAandotherinternationalOEMandODMhomebusinessXilinmen,inrecentyearshasdevelopeditsownbrandbusinessverysuccessful,recentlylaunchedanumberofhigh-techmodels,thepriceof30,000~50,000yuanbetweenthemattress,themarketresponseisgood.Moreover,LuoPin-liangsaidthat,outofthelow-coststrategyshouldstartfromtherecognitionofcustomervaluefromdifferentiatedproductsandservices,highvalue-addedservices,etc.toenhancecorporatevaluebegins.EuropeanRyanairhadsharplysplittheoriginalPeoplethinkthatisasitshouldairpassengerservices,suchasbaggage,seatselection,check-inservice,providingdrinks,etc.,andtoprovidecustomerswithdifferentiatedservices,totakeunbundlethewaythateachaircraftRyanairadaytogetahigherattendancethanthecompetition,andthustoobtain3morerevenue.Inadditiontoprovidingdifferentiatedvalue,corporatepricingstrategiesbutalsowithproductpositioning(sellto),channelsandcommunication(salespromotion),andotherrelated,associatedlongitudinaliTConsultingGroupProjectDirectorYeduiMingsaid,thisislikeaLVbag,ifplacedinChina’sruralmarketstoresales,certainlycannotbesoldfor10,000~20,000yuanprice,“thatis,toabandonlow-coststrategy,enhancethevalueofproducts,integratedfromthestart.”InYedunMingseemsthatnowsomeofChina’sso-calledhigh-endenterprisepricingstrategydidnotworkfortworeasons,firstistheprice“virtual”high.Exampleofawell-knownbrandofsuit,withthesametypeofUniqlo,ZARAcompar...