为什么最后存活下来的都是高价品牌？
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低价似乎是企业最简单也是最有效的冲击市场的武器。
但如果我们仔细回顾几乎所有的行业，最后活下来的品牌肯定都是高价的品牌，鲜有低价品牌长久存活下来的案例。
彩电行业，原来高举价格屠刀的长虹，今天活得其实很艰难，价格一直高企的海信、创维已经很长时间在销量的第一阵营；空调行业，至高、格兰仕等等以底价为卖点，今天鲜见身影，格力、美的两家品牌现在占据了近70%的市场份额，他们的价格一直是行业的销售最高价格；手机行业今天幸存的市场领先者华为、OPPO、VIVO都很少声称我有价格优势。。。
不管我们审视哪个行业，完成起步、成长、扩展阶段，进入成熟期时，最后剩下的品牌一定是价格原来相对高价的品牌。
实际上，低价在市场上通常只是扮演着“搅局”的角色，往往红火一段时间后就自行消失了。在对抗性竞争中，高价经常被低价短期冲击，但低价最终总是难敌高价，甚至在高价面前一败涂地。
我们经常看到，“裸价”上市基本上是失败的。所谓“裸价”，就是价格到底，除此之外，没有营销费用。“裸价”上市的产品，除了上市之初可能在渠道引起一定影响之外，基本上很难在消费者中产生影响。
消费者的购买需要建立在他们对产品的认同基础之上。这种认同源于包装、价格、消费体验（如品尝、试用）、市场推广、品牌传播等。产品上市之后，除了包装和价格的认同之外，其他认同方式都需要一定的营销支持，而无论营销活动还是产品形象都是必须有成本来作为支撑的。
做市场，要求持续投入，没有长期的政策支持是很难的。
在终端市场，商品很丰富，品牌认同度整体很高，谁的表现活跃，谁就更容易引起消费者关注。消费者关注度才是消费者购买的关键因素之一。
对价格敏感的消费者，很容易被低价诱惑。既然能被你的低价诱惑，也很容易被其他的低价诱惑。所以，对价格敏感的消费者，忠诚度不高。相反，对价格不敏感的消费者，很难被诱惑，可是一旦被打动，就很忠诚。所以，低价消费者很难积累，主要是忠诚度不高。高价消费者是可以积累的，可重复消费的。
而市场的成长，就在于不断积累有价值的消费者群。
只有有持续积累的消费群，品牌才能持续的成长与续存，这是高价品牌最后得以存活的根本。
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