One Day Of KG

　　当2001年美国经济萧条时期，以星巴克(Starbucks)为代表的新式高档消费品不但没有遭受重创，而是显示出自身特有的生命力。数据显示，那年星巴克的销量同比上升了20个百分点。而高档面包连锁店PaneraBread的销量增长也超过50个百分点，总销量达5亿美元之多。

　　品牌的建设是与经济环境没有直接关系的。品牌是一个持续沟通的结果，是坚持的结果。面对目前中国的大环境，很多企业在建设品牌的过程中迟疑了，减少传播投入、趁机给产品加价、打折促销刺激消费……其实这些并不是有利的品牌解决之道。涨价是成本所致，但不如企业从品牌的角度给消费者一个充足的理由。消费者最讨厌企业趁着物价上涨进而抬高自己的价格，其实企业一直都没明白一个道理，企业不应是为了涨价而涨价，企业的涨价是需要得到消费者的认同。只有这样，你的品牌才会不断产生溢价，即使是经济复苏后，你也无需再降价，你卖的是品牌而不应该是产品或者原材料。

　　在这方面很多奢侈品做得很好，他们之所以称为奢侈或许跟他们耐得住寂寞分不开吧。无论是在销售旺季还是淡季，不论是在经济鼎盛时期亦或是经济萧条时期，他们的价格只可能涨不可能降。五星级酒店亦是如此，他们不会因为住宿率，就降格以求。他们的总统套房宁可空着，也绝不会降价出让给普通消费者。因为他们明白，一旦降了价，品牌就会受到损伤，即使经济萧条也不能降价，因为当经济复苏时，你的价格也回不去了。价格是品牌的价值最重要的表现，一旦在消费者心理形成就不可轻易改变。改变要给足消费者理由，否则都将对品牌形成伤害。

　　品牌价值是在任何环境下都需要坚持的。从积极面看，其实每一次的经济危机也都会是你的一次机遇。因为你的竞争对手与你一样在经历这经济不景气带来的烦恼，如果你的竞争对手在此时选择了退出策略，而你完全有可能借助此次时机将你的竞争对手打败，扩大你的市场份额。

　　富有远见的CEO们面对经济问题，考虑的并不是“如何在萧条中生存”，而是“如何在萧条期过后有更大的发展”。

原文链接至   http://news.hexun.com/2008-05-09/105838239.html

When the 2001 U.S. economic recession period, to Starbucks (Starbucks) as the representative of the new high-grade consumer goods have not been hit, but show their own unique vitality. Data show that the Starbucks in the year-on-year sales increase of 20 percentage points. The upscale chain stores PaneraBread bread sales growth of more than 50 percent of the total sales volume as much as 500 million U.S. dollars.
 
   Brand-building and economic environment is not directly related. Brand is a continuous communication of results, is to uphold the results. Faced with China’s current macro-environment, many enterprises in brand building in the process of hesitation, to reduce transmission input, the opportunity to increase products, discount promotions to stimulate consumption…… In fact, these are not conducive to the brand solution. Cost is attributable to price increases, but as enterprises from the perspective of brands to consumers a good reason. Most enterprises taking advantage of consumers dislike price increases to raise their prices further, in fact, enterprises have been a reason not understand that, enterprises should not be to price increases and price hikes, the enterprise’s consumer price hikes are needed to be recognized. Only in this way, your brand will continue to produce premium, even after the economic recovery, you no longer need to price cuts, you are selling the brand instead of a product or raw materials.
 
   In this regard many luxury doing very well, they may not be the reason they called luxury endure loneliness inseparable from it. Whether in the season or the off-season, whether it is also in the economic heyday during the period of economic recession or that their prices up not only may drop. This is also true five-star hotel, they will not stay at the rate on Xianggeyiqiu. They prefer the presidential suite empty, and will not sell to the general consumer prices. Because they understand that once the lower price, brands will be damage, even if the economic recession can not be price cuts, because when the economy recovers, you have the price of the Hui Buqu. Price is the most important value of the brand’s performance, once in consumer psychology can not easily change the form. To give adequate reasons for consumers to change, or will have a brand hurt.
 
   Brand value in any environment need to adhere to. On the positive side, in fact every time the economic crisis will also be your first opportunity. Because of your competitors with you the same experience in this economic downturn brought about the trouble, if you choose the competitors at this time of the exit strategy, and you very likely will use this time to beat your competitors, you expand Market share.
 
   Visionary CEO who face economic problems, does not consider the “how to survive in the Depression,” but “how the recession after a period of greater development.”
 
 
 
 Original link to http://news.hexun.com/2008-05-09/105838239.html