Behind Brand High-endification: More Than Just High Prices, It's High Value

The increasing segmentation of markets, significant stratification of consumer demands, and the growth of high-end markets in sectors such as automotive, smartphones, clothing, and alcoholic beverages have made "high-end" a strategic focus for many brands. However, it is important to recognize that high price does not necessarily equate to high-end, and the concept of "high-end" might be merely a marketing buzzword for some brands. The fundamental logic and path to brand high-endification involve more than just setting high prices; it requires a holistic approach to enhance product quality, design, and craftsmanship.

Brands should avoid the mistake of forcefully labeling products as high-end without aligning with their target market. Trying to ride the wave of marketing trends, such as influencer endorsements, live streaming, or cross-brand collaborations, can lead to a mismatch between product positioning and the actual market demand. Consumers today are more discerning and seek value beyond marketing gimmicks. Brands need to establish a clear and distinct image that resonates with their target audience and addresses their genuine needs.

The starting point for high-endification is refining the core values of the brand. True high-end products go beyond high prices; they showcase exceptional quality, craftsmanship, and innovative design. Technology plays a crucial role in developing novel and unique products that cater to the demands of a new generation of consumers seeking personalized and diverse experiences. The path to high-endification involves reshaping the brand's value proposition, embracing differentiation, and delivering products that stand out in terms of quality and performance.

High pricing should be the result, not the reason for brand high-endification. Emphasizing product quality, superior after-sales service, and thoughtful features are the key factors that persuade consumers to pay a premium. Brands need to demonstrate real value and justify higher prices through continuous innovation, customer-centricity, and superior offerings. However, this transformation cannot happen overnight. It requires a long-term approach to establish a credible and sustainable reputation for high-end products.

Brands must adhere to a long-term perspective and co-create value with consumers to succeed in high-endification. The shift from emphasizing cost-effectiveness to pursuing high-end positioning is a gradual and complex process. Brands should invest in user experience and foster a collaborative relationship with consumers to understand and meet their evolving needs. Long-termism will enable brands to weather the challenges and uncertainties of entering the high-end market, positioning them for sustained growth and profitability.

In conclusion, the pursuit of high-endification demands a patient and deliberate approach. High pricing alone does not define a high-end brand. Instead, brands should focus on enhancing their core values, delivering genuine value to consumers, and embracing collaboration with their customers to co-create memorable experiences. By embracing long-termism and maintaining a consumer-centric approach, brands can navigate the competitive landscape and establish a genuine reputation as a high-end brand.

Case Study: "High-priced Pet Products Become a New Growth Driver"        

Case Study: "High-priced Pet Products Become a New Growth Driver"

Gucci 's introduction of a pet product line, including a leash priced at $380 and a pet bowl priced at $1,750, quickly raised the price of pet products and attracted the attention of overseas consumers. This trend is evident among other high-end luxury brands like Hermès , 路易·威登 , and Prada Group , which have ventured into the pet product market, offering high-priced items and creating new business opportunities and profit growth for pet product retailers.

In the fiercely competitive market for fashionable pet products, Wild One stands out as an eye-catching pet lifestyle brand. It accurately addresses the needs of its core customers, focusing on modern aesthetics as its brand identity, and has achieved $20 million in annual sales within just three years since its establishment.

Pet products have become a popular field of interest for cross-border entrepreneurs in recent years, encompassing various categories such as clothing, food, shelter, transportation, and entertainment for pets. According to related data, the global pet market has grown at an average annual rate of about 6% from 2015 to 2021, and it is projected to reach approximately $350 billion by 2027.

Wild One, founded in 2018 by Minali Chatani and co-founders Bill Wells and Veronica Becchetti, was created to address three main issues in the pet product market: overly tacky and outdoorsy/industrial product designs, lack of brand awareness or trust in white-label products, and an overwhelming number of choices leading to decision-making difficulties.

Their vision was to provide pet owners with a one-stop shop for carefully selected essential products spanning multiple categories, designing modern necessities for dogs and their owners. Wild One's current product lineup includes collars, leashes, pet tags, waste bags with dispensers, harnesses, toys, beds, bowls, tennis balls, pet carriers, snacks, and grooming wipes.

The products offered by Wild One feature a sleek design and are available in multiple colors. For instance, their best-selling Walk Kit, which includes a harness (or collar), leash, and waste bag carrier, is priced at $98, while a similar product can be found on Amazon for only $20-30.

In addition to their fashionable appearance, Wild One products prioritize technological design, utilizing elastic materials for durability and functionality. For instance, their harnesses feature padding, lightweight breathability, and adjustable sizing, while their belts and collars are made from waterproof flexible polyethylene to prevent dust and odor accumulation. The soft and elastic safety belt is suitable for running and intense activities, and the lightweight waste bag carrier comes with an elastic band for easy carrying during walks. They also use biodegradable materials to promote sustainability and eco-friendliness.

The brand offers eight iconic colors for customers to choose from and caters to diverse needs through classic and mixed package options.

By tapping into the rising demand of pet owners for high-quality, well-designed, functional, and modern pet products, Wild One has successfully captured the preferences of consumers who prioritize quality, design, functionality, and contemporary fashion. As a result, the brand occasionally releases unique limited-edition products featuring special colors or designs. For example, in October 2022, Wild One launched a product collection in collaboration with the American designer and fashion icon Issac Mizrahi. Inspired by retro 90s designs, the collection features two color combinations: cosmic pink and Hudson blue, characterized by bright and bold colors paying homage to fashion enthusiasts and New Yorkers.

Wild One tests each product extensively, gathering multiple rounds of feedback from their own pets, friends, family, and customer service teams to ensure extensive research before mass production. Once launched, customers actively provide feedback to the customer service team via social media, sharing real insights about existing products and expressing their preferences for potential new products. The brand places customer needs at the forefront and commits to continuing the creation of products that satisfy customer demands, rather than making assumptions about what customers may like.

Wild One's success can also be attributed to its differentiated omnichannel marketing strategy. Since 2019, Wild One has adopted an omnichannel retail marketing strategy, resulting in a twofold increase in revenue and customer base. They consider this strategy a key differentiator from other pet brands, as it involves multiple sales channels to drive sales and increase traffic. While Wild One primarily sells most of its products through its independent website, it also collaborates with popular and independent retailers to distribute its products. Among these partnerships, Nordstrom has been their most successful retail partner, showcasing their products in various home areas within Nordstrom stores, allowing customers to experience Wild One's products up close.

Moreover, Wild One engages with customers through various means, including retail pop-up stores. Since officially launching its independent website in September 2018, Wild One has opened retail pop-up stores in the SOHO neighborhood of Manhattan, enabling face-to-face interactions with customers. This not only fosters brand loyalty but also provides valuable feedback for new product development. The brand also hosts events like summer parties, creating a social space for pet owners and their pets to connect and foster a sense of community among users.

Wild One's social media presence has been highly successful, with 176,000 Instagram followers and 577,000 posts under the hashtag #wildone, surpassing competitors in the same category. The brand collaborates with Instagram influencers and pet influencers to share product and brand content, attracting fans to visit their independent website for purchases.

In terms of enhancing brand influence, Wild One's pet rescue efforts have played a significant role. The brand donates a portion of its profits and actively participates in various pet rescue activities, including monetary and material donations and volunteer involvement. Wild One also plans to partner with multiple animal rescue organizations to launch a nationwide initiative aiming to rescue one dog per day by 2024. Through these actions, Wild One not only helps more stray pets find rescue and care but also enhances its image and recognition in consumers' minds, elevating the overall impact of the brand.