Workflow
价值观共鸣
icon
Search documents
鞋服配饰品牌TOP15,科技掀起内衣材料革命|世研消费指数品牌榜Vol.52
3 6 Ke· 2025-07-15 11:01
Group 1 - The top three brands in the comprehensive heat index are JNBY, Ubras, and Youkeshu, with scores of 1.84, 1.77, and 1.76 respectively [1][2] - The ranking indicates a new entry for JNBY and significant movements for Ubras and Youkeshu, which have improved their positions [2] Group 2 - Emerging lingerie brands are redefining consumer logic through a "technology and scenario dual spiral" approach, addressing both functional and emotional needs [3] - Ubras is promoting its ultra-thin "air feel seamless series" using patented technology to adapt to spring outfits, while JNBY has upgraded its fourth-generation "cool skin sunscreen clothing" [3] - Youkeshu integrates ESG strategies into its products, targeting environmentally conscious consumers [3] - The lingerie industry is evolving from basic comfort to a dual-track competition focusing on "technological accessibility and value-based branding" [3] Group 3 - Traditional apparel brands are leveraging nostalgia and functionality to reshape consumer value, with brands like Metersbonwe reviving classic IPs and Seven Wolves introducing graphene antibacterial shirts [4] - The integration of professional performance into everyday solutions is evident, as brands like JNBY launch products that blend outdoor aesthetics with practical features [4] - The new outdoor logic emphasizes lightweight travel freedom, transforming micro-travel from a functional need into an expression of lifestyle aesthetics [4] Group 4 - The report is part of the Shiyuan Consumption Index series, which includes various consumption index rankings aimed at objectively presenting trends in the consumer market [5] - The index continuously monitors 12 major industries, including digital products, apparel, food, and health care, providing insights for businesses to enhance their competitive edge [5]
消费品如何做好定价和促销?
Hu Xiu· 2025-06-04 01:57
一直想写一篇关于定价和促销的文章,系统的阐述我们的理解。可能会有读者觉得这是两个不同的话题。但我们认为:促销设计可以视为消费品定价的延 伸,即在定价时就可以将一部分促销成本设计在内,以保持产品价格的相对稳定。这有点违背现在市场流行的常识,下文中我们会尝试阐述清晰,希望可 以给到大家更多的思考和启发。 由于定价的问题涉及庞杂,文章内容会比较长,我们会努力拆分为更容易理解的模块,提高阅读的舒适感。如有谬误之处,还请大家多多指点。 一、消费品的价值结构 很多人会说:用户购买消费品,买的是产品价值。我们认为这是产品定价的入口,如果不能很好的理解消费品的价值结构,是很难做好定价的。我们也曾 尝试通过马斯洛需求层次帮助理解,但始终有些困惑,直到系统的学习了《符号学》才豁然开朗。下文也会引入一部分的相关概念帮助阐述和理解。 1. 产品价值&马斯洛需求层次 关于消费产品的价值,行业内的分类标准比较庞杂,最常见的是功能价值/精神价值,其他大多是在这个基础上演化出来的新名词。有些创业者的梦想是 做个中高端品牌,但我们都很清楚,仅仅依靠功能价值是不够的,必须要塑造品牌的精神价值。但精神价值是如何构成的?如何塑造的?鲜有文章说的清 ...