In today's ultra-competitive era of more and more excess products, under the general trend of consumption upgrading, high-end transformation has become an issue that domestic brands must think about. In order to avoid falling into the mire of homogenized value war competition, more and more brands tend to high-end development in order to seek more profit space.

However, the high-end brand is not just a "slogan", nor is it just the launch of high-priced products on the line, high-end prices must be supported by real reasons, otherwise, high prices will only scare away potential customers.

So what is the underlying logic of high-end brand development? What are the key moves that brands that have successfully positioned themselves at the premium end have made?

This article introduces 5 successful high-end brand cases worth learning from and studying, and summarizes the key behind its high-end, hoping to help entrepreneurs or brand owners.

Tea culture has a long history in China. In the life of Chinese people, tea is not only a thirst-quenching drink, but also a way of life in China, a cultural inheritance, a social etiquette and a spiritual sustenance. China, with a long history of tea culture, has never lacked tea drinking brands. So how does a small pot of tea stand out as a high-end brand?

What differentiates small cans of tea is having a very effective brand story. "Do China's good tea, do China's tea well" is the mission of small pot tea set for itself at the beginning.

In order to create a product that can represent the peak level of Chinese tea, small pot tea started the journey to find good tea in China, which lasted for 3 years, traveled more than 400,000 kilometers, and visited all the core tea producing areas in China. After continuous investigation and screening, finally, with innovative ideas and sincerity, eight leading tea masters were impressed. Responsible for creating a product for the small pot of tea that represents the pinnacle of personal skill.

Let the 8 leading tea masters unite to create a brand and set the standard for good tea in China, is something that has never happened in history, small pot tea has done it, and the brand story shaped by the 8 leading tea masters is the core trust of small pot tea brands to move to the high-end.

02 Occupy scarce resources to shape the core barriers In 2016, the domestic mobile phone market pattern ushered in the era of "Huami OV" four strong competition, the development of domestic smart phones also ushered in the transformation from low-end to impact and stand firm high-end, but Huawei is a domestic mobile phone in the real sense to make a domestic high-end flagship mobile phone brand.

With the P series and Mate series, Huawei firmly maintains a price range of more than 4,000 yuan, exceeding the highest price of other domestic mobile phones of more than 1,000 yuan.

Huawei Mate 8 is the first high-end brand recognized by everyone in Huawei mobile phones, and later, continuous product innovation and iteration of Huawei's most high-end series have become the Mate series we are most familiar with.

So how did Huawei mobile phones become synonymous with domestic high-end brands? Huawei can succeed in the high-end market, a key move is: Ren Zhengfei and Laika reached a strategic cooperation to establish an innovation lab, will drive the further development of optical systems and image processing technology, so as to widely improve the image quality for photography and mobile device applications, and provide more advanced and cutting-edge image technology for Huawei's consumer business iteration products.

It is precisely because of the blessing of Laika that Huawei has built a strong core technical barrier and firmly secured the first position of domestic high-end mobile phones.

Occupying the advantage of scarce resources, taking the high-end brand route is also applicable to daily products, such as the high-end brand Qiaofu courtyard in the rice industry

Qiaofu compound focuses on scarce resources of origin, and by occupying 60% of the core producing areas of Wuchang rice, it has shaped the brand awareness of high-end Wuchang rice = Qiaofu Compound.

Cleverly transfer potential consumers' awareness of the high-end image of Wuchang rice to Qiaofu Compound, and Qiaofu compound as long as it focuses on the Wuchang rice category and positions the product price at the price of Wuchang high-end rice, it will naturally achieve high-end brand.

At first, Li Ning and most domestic sports brands, the main cost-effective as the core competitiveness, but with the advent of the tide of consumption upgrade, consumers on the design and production of clothing products put forward higher requirements, the price advantage of domestic brands also gradually lost competitiveness, in the worst three years, Li Ning has accumulated losses of more than $3 billion.

However, in early 2018, Li Ning became the first domestic sports brand to board New York Fashion Week, refreshing the public's inherent awareness of Li Ning's local smell, and becoming a stepping stone for Li Ning to seek high-end brand road, after getting the first show label, Li Ning began to follow Nike, Adidas, promote the product of the fashion brand, fashion, fashion. Frequent fashion week, join the national trend plan of Tmall, and add more popular elements in product design, seeking a balanced development in professional sports and entertainment fashion, Li Ning's annual turnover in 2018 achieved more than 300% growth.

Li Ning successfully used New York Fashion Week for marketing, enabling the brand to be high-end, and its products also entered high-end stores and shoe stores.

In the same way, another typical case is the domestic electric vehicle Yadi, consumer potential cognition, electric vehicles can be said to be the presence of car water Malone is not bright, it is difficult to think of electric vehicles with high-end brand image. However, the domestic electric vehicle brand Yadi, but the differentiation of the focus on higher-end electric vehicles, with the hard strength of the product itself, in the design, material selection and process have invested huge funds and thoughts to create.

At the beginning of this year, Yadi released a new G5 electric car, a so-called two-wheel electric car in Tesla, breaking people's stereotype of electric cars, and even heavily invited the "Fast and Furious" series of movies, the first male actor Vin Diesel as his brand image ambassador, Yadi graft international superstar high