【管理辞典】消费升级 / Trading Up

「释义」

消费升级也叫做消费结构升级，是指在消费水平和消费质量提高的基础上消费结构不断合理优化，不断由低层次向高层次发展变化的过程。

消费升级包含三个方面：

1.整体消费水平和消费质量的提高，而不是因某个方面消费的增加而抑制其他方面的消费需求；

2.某一种或几种新的消费热点的出现，仅仅是消费升级的标志，而消费升级最终还有待于消费结构的进一步合理和优化；

3.不断由低层次向高层次发展变化的渐进的过程。

「应用场景」

随着消费者更有选择性地购物，新奢侈品所占据的类别趋于两极分化。消费者倾向于在对他们来说很重要的品类中消费升级，而在对他们来说意义不大的品类中，则会选择购买低价品牌或自有品牌，甚至不购买。因此，人们的购买习惯并不总是与他们的收入水平相一致。他们可能在好市多购物，但却开着奔驰，或者他们可能购买自有品牌的洗洁精，但却喝山姆亚当斯啤酒。被冷落的是那些未能在产品利益的三个阶梯中的任何一个阶梯上脱颖而出的中等价格商品。无法与低价产品的价格相匹敌，或无法承诺新奢侈品的情感参与的公司面临着我们所说的中间死亡。它可能是像西尔斯这样的零售商，大众商品销售商和特定类别商品的专家在价格上击败了它，或者它可能是像Max Factor这样的化妆品和个人护理系列，它没有提供利益阶梯或提供成本优势。

As consumers shop more selectively, the categories new-luxury goods occupy tend to polarize. Consumers tend to trade up to the premium product in categories that are important to them but trade down—buying a low-cost brand or private label, or even going without—in categories that are less meaningful to them. Consequently, people’s buying habits do not invariably correspond to their income level. They may shop at Costco but drive a Mercedes, or they may buy private-label dishwashing liquid but drink Sam Adams beer. Left in the cold are midpriced items that fail to distinguish themselves on any of the three rungs of a product’s ladder of benefits. Companies unable to match the prices of low-cost products or promise the emotional engagement of new-luxury goods face what we call death in the middle. It may be a retailer like Sears, which the mass merchandisers and specialists in particular categories of goods are beating on price, or it may be a cosmetics and personal-care line like Max Factor, which does not deliver on the ladder of benefits or offer a cost advantage.

以上文字选自

Luxury for the Masses

迈克尔·J·西尔弗斯坦（Michael J.Silverstein）尼尔·菲斯克（Neil Fiske）| 文

马冰仑 丨编辑