【平價奢華】的定位與實施

這幾年來，平價奢華（Affordable Luxury)成為商場上大家都在追求的策略。這個策略不是用低價搶市場，而是讓消費者以願意支付的價格，來獲得更好的商品或服務，有奢華的感受。

這些品牌包含Uniqlo、Zara、 Starbuck、肯德基、85⁰C、Toyota等，甚至包含北京四環一帶最近興起的LOFT夾層小樓房，消費者願意支付一些不是太高的溢價（premium)來獲得一些【品味】的感受。

這樣的商品/服務定位，不僅消費者滿意，商家也可以獲得一批忠誠而穩定的客戶，並且這個層級的客戶所占的比例愈來愈大。商家不僅可以大批量的規模化經營，同時維持令人欽羨的利潤。

這要怎樣能夠做到呢？

全員面向客戶，找出客戶要的【品味】

你會發現以上列舉的幾個品牌，他們都是公司全員很主動的接觸客戶，去瞭解客戶喜歡什麼樣的【品味】，例如，85度C抓住來店買咖啡的多是附近的白領，他們沒有太多時間在店內坐著喝咖啡，但是喜歡捧一杯咖啡、外帶幾片香酥可口的糕點，和辦公室同事享受片刻的奢華。Zara全球的銷售員，會將各地每週熱銷的款式，以及最新流行服飾資訊回應給服裝設計師。

他們對時尚、流行的感覺敏銳，當一項可能成為流行的信號出現，會分析其真正涵義，並開發出多種符合這個資訊的商品。

主題和配件的精巧搭配

再以85度C為例，它抓住來店的消費者最需要的是平價而能夠快速外帶、不會太燙的咖啡，並且消費者通常還會選購各種花樣的餅乾、糕點、麵包，於是它除了提供幾款大眾化的咖啡外，還不斷推出多樣化的精緻點心。Zara也是如此。它會隨著季節推出幾個最新的主題服裝設計，然後再面料、紐扣、花色上做一些變化。這些小變化的選擇，滿足了消費者既享受流行，又有個性化的需求。

堅持品質與品位

你必須時刻瞭解客戶的體驗。你可以從研究客戶在使用競爭對手的產品/服務時，未能滿足的體驗，然後做出比對手更好的用戶體驗，並且嚴格維護這樣的用戶體驗。例如，全球各地的肯德基都保持潔淨的地板與明亮的燈光。每家Zara服飾店的同一個款式服飾，只供應小批量，讓消費者在買了以後，不容易在街上發生【撞衫】的尷尬。

在主流市場當老二，在細分市場當老大

你可以不必在主流市場當老大，例如，你很難超越iPhone4，但是你可以觀察iPhone用戶的特性，他們希望能夠擁有一支大螢幕、多點觸控、能夠顯示社會身份的手機，而HTC抓住這個信號，開發出多款Android、Windows智慧手機，但是價位比iPhone4便宜，性能不比iPhone4低，又能夠方便的下載多種視頻觀賞。

成本控制與供應效率

要做到平價，就必須做好生產製作、以及整個供應鏈的最佳成本管理。這包含了固定成本的控制，以及變動成本的控制。在固定成本方面，例如，你要考慮辦公室的地點是否能夠搬到郊區，降低租金。在變動成本方面，要考慮是否可以實行外包。然而，在控制成本的要求下，如何維持穩定的製作供應效率，是需要用心的。

2010-3 北京

Positioning and Implementation of Affordable Luxury

Over the past few years, Affordable Luxury has become a strategy that everyone in the market is pursuing. This strategy is not to snatch the market at a low price, but to let consumers get better goods or services at a price they are willing to pay, and feel luxurious.

These brands include Uniqlo, Zara, Starbuck, KFC, 85⁰C, Toyota, etc. and even the newly emerging LFT sandwich buildings around the Fourth Ring Road in Beijing. Consumers are willing to pay a premium to get some taste.

Such commodity/service positioning not only satisfies consumers, but also enables businesses to obtain a number of loyal and stable customers, and the proportion of customers at this level is growing. Businessmen can not only operate on a large scale, but also maintain admirable profits.

How can this be done?

All staff face customers and find out what customers’ taste.

You will find that the above mentioned brands are all the members of the company who are very active in contacting customers to understand what customers like. For example, 85⁰C grabs most of the white collar workers who come to the shop to buy coffee. They don't have much time to sit in the shop drinking coffee, but they like to hold a cup of coffee, take some delicious pastries with them, and enjoy a piece with office colleagues. The luxury of engraving. Zara's global salesmen will respond to fashion designers with the latest fashion information and weekly fashion trends from all over the world.

They have a keen sense of fashion and fashion. When a signal that may become popular appears, they will analyze its true meaning and develop a variety of products that meet this information.

Exquisite matching of theme and accessories

Taking 85⁰C as an example, it catches the customers who come to the store most in need of cheap coffee that can be taken out quickly and not too hot, and consumers usually buy all kinds of biscuits, cakes and bread. Besides providing a few popular coffees, it also constantly introduces a variety of delicate snacks. So is Zara. It will introduce several latest thematic clothing designs along with the season, and then make some changes in fabric, buttons and colors. These small changes meet the needs of consumers who enjoy both fashion and personalization.

Adhere to Quality and Taste

You must always understand the customer's experience. You can start by looking at the unsatisfactory experiences of customers using competitors' products/services, then making better user experiences than competitors, and strictly maintaining such user experiences. For example, KFC around the world maintains clean floors and bright lights. Each Zara clothing store only supplies small batches of the same style clothes, which makes it not easy for consumers to have an embarrassment in the street when they buy them.

Be No. 2 in the mainstream market and No. 1 in the subdivision market

You don't have to be the leader in the mainstream market. For example, you can hardly surpass the iPhone 4, but you can observe the characteristics of the users of the iPhone. They want to have a big screen, multi-touch and social identity phone. HTC seizes this signal and develops many Android and Windows smart phones, but the price is cheaper than the iPhone 4, and the performance is not lower than the iPhone 4. Can easily download a variety of video viewing.

Cost Control and Supply Efficiency

To achieve parity, we must do a good job in production, as well as the best cost management of the entire supply chain. This includes the control of fixed cost and the control of variable cost. In terms of fixed costs, for example, you need to consider whether the location of the office can be moved to the suburbs to reduce rent. In terms of variable cost, we should consider whether outsourcing can be implemented. However, under the requirement of cost control, how to maintain a stable production supply efficiency needs careful attention.

2010-3 Beijing