Branding奢侈品策略：如何保有高CP值，又讓客人願意多付更多錢！ Branding Luxury Strategy: How to Maintain High Cost-Performance Value While Encouraging Customers to Pay More!

CP 值高又能創造「品牌溢價」 Achieving Both High CP Value and Brand Premium

我們都知道品牌競爭的最後，常常是價格戰，而CP值，常常是消費者最後決定的關見因素。但是客人認為的CP值高，背後常常是品牌血淚的折價策略。

然而相對的，那些消費者視為「高端」的品牌，雖然有一群忠誠顧客，但常常無法短時間內提升銷量，只能想辦法拉高客單價。策略各有優缺，各有各的痛處。

有沒有一種可能，是消費者視我們的品牌CP值高，同時又願意多付更多的錢買我們的東西？
這兩個看似衝突的指標，怎麼同時達到，造就高客單價，又能有高銷量？

有什麼品牌有做到這件事？

In market competition, pricing wars are often the last battleground, and cost-performance (CP) value is frequently the key factor influencing consumer decisions. However, what consumers perceive as high CP value is often the result of painful discounting strategies by brands.

Conversely, high-end brands, while attracting a loyal customer base, often struggle to rapidly increase sales volume, leaving them with no choice but to raise the average transaction value. Each approach has its own advantages and challenges.

But is it possible for consumers to view a brand as having high CP value while still being willing to pay more for its products?
How can these seemingly contradictory goals be achieved—driving up both transaction value and sales volume?

Which Brands Have Achieved This?

Accessible Luxury

你有沒有發現，Nissan和Lexus的買主，都會用「CP值高」來形容自己購買的原因，但Lexus價格比Nissan高達3倍。

一台休旅車80萬，一台大概要240萬以上。

你猜誰的銷量更高？弔詭的就在這，Lexus銷量長年高於Nissan，以2024年為例，Lexus市佔率高達6.23%，Nissan只有4.16%。

很明顯，Lexus做到了CP值高、又做到品牌溢價。
衝高了客單價，也衝高了銷量。台灣馬路上的Lexus真的多到滿出來。

Lexus怎麼做到的？策略能不能複製？

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同樣的道理，買CK的買主、和買NET的買主，心裡都會覺得「CP值高」，但明顯CK的銷量高居不下，做到品牌溢價。

CK的策略是什麼？能不能複製？

Take Nissan and Lexus, for example. Buyers of both brands describe their purchases as high CP value, yet Lexus models are priced three times higher than Nissan’s.

A Nissan SUV costs around NT$800,000, while a Lexus SUV starts at NT$2.4 million or more.

Which brand do you think sells more? Surprisingly, Lexus consistently outsells Nissan. In 2024, Lexus had a market share of 6.23%, compared to Nissan’s 4.16%.

Clearly, Lexus has achieved both high CP value and brand premium, successfully increasing both transaction value and sales volume—just take a look at the sheer number of Lexus cars on the streets of Taiwan!

How Did Lexus Achieve This? Can This Strategy Be Replicated?

Similarly, both CK (Calvin Klein) and NET attract consumers who believe they are getting great CP value. However, CK maintains significantly higher sales and achieves a brand premium.

What Is CK’s Strategy? Can It Be Applied to Other Brands?

Mark和Kim小聚悄悄話 Mark & Kim Private Business Meetup

這場聚會是創辦人Mark和Kim自己私心想要解答的商業問題，所以召開小聚，一起研讀，把邏輯和規則順出來，目標是能夠套用在自家的B2B、B2C品牌上。

「我們是主辦人M&K，很開心二月又能辦一場聚會，我們想透過自己的視角和手邊的資料，一起和與會朋友梳理出適合用在自己品牌的商業模式。我們始終認為商業課題可以從案例、實作、多產業品牌對話中找到規則，讓個人職涯和在經營中的品牌都能站在更高的視野和層次。很期待這次的討論，感覺會非常有意思。」

This meetup is a personal business exploration by founders Mark and Kim, aiming to decode these strategies and find ways to apply them to their own B2B and B2C brands.

“As the hosts of this event, we (M&K) are excited to hold another meetup this February. Through our unique perspective and available resources, we want to analyze real-world branding strategies together with our attendees. We firmly believe that business challenges can be solved through case studies, hands-on applications and cross-industry discussions. Our goal is to elevate both personal careers and brand management to a higher strategic level. We’re looking forward to an insightful and engaging conversation!”

活動資訊 Event Details

時間 Date & Time： 2025/2/22（六 Saturday）14:00-17:30

地點 Venue： 小樹屋（報名後請務必在活動前兩天確認信件。 Please check your email two days before the event for the exact address.）

人數限制 Attendance Limit：小場制有人數上限，敬請提早報名！ This is a small event with limited capacity, so please register early!

活動流程 Event Schedule

14:00 – 14:30  自我介紹認識彼此 Introductions and getting to know each other

14:30 – 15:40  Accessible Luxury案例分享 Case Study: Accessible Luxury

15:40 – 15:50  Break

15:50 – 16:50  凝塑新的商業策略，套用到自家品牌 Developing Business Strategies & Applying Them to Your Brand

16:50 – 17:10  自由交流、聊天時間 Free networking and chat time

本場小聚適合誰來 Who Should Attend

小聚適合以下幾種人參與 This meetup is ideal for：

• 本身在做行銷、創意類型、品牌相關工作的主管
• 在創業、開發產品的老闆或產品人
• 對品牌策略有高度興趣的實戰家
• 想要認識一群知識型朋友的人
• 想要學習如何累積品牌敏感度的人

• Marketing, creative or brand-related managers
• Entrepreneurs or product developers
• Brand strategy enthusiasts
• Those looking to meet knowledge-driven friends
• Individuals wanting to learn how to develop brand sensitivity

活動價格 Fee

個人票 Individual Ticket： NT$590

雙人團購票 Pair Ticket：NT$1,100

報名 To apply：https://www.accupass.com/eflow/ticket/2501111209338421899010

關於XD CINEMA體驗設計電影院 About XD CINEMA

我們聊不常為人所知的人性洞察、為商業、品牌、個人體驗藏入亮點。你可以在這裡找到體驗思維的各種應用方法，以及企業品牌案例。目前案例包括PINKOI、COSTCO、麥當勞、動漫內容巧思、逛街體驗、策展企劃過程、自己的人生使用說明書、百貨公司、……等，從私人公司到個人生活的體驗思維應用場景通通涵蓋。

We explore lesser-known human insights and infuse them into business, brand and personal experiences. Here, you can find various applications of experience thinking and corporate branding cases, including PINKOI, COSTCO, McDonald’s, anime content ideas, shopping experiences, exhibition planning processes, personal life manuals, department stores and more. Our scope ranges from private companies to personal life experience scenarios.

📣聚會小叮嚀 Meetup Reminders

1. 根據活動通規定，活動前八天開始不能退票！

2. 請各位注意，當您參與此活動及表示同意授權活動方、「XD CINEMA」具有本次活動的錄影、後製、影片展出的權利，包括肖像權、作品的著作權、著作財產權。

3. 本活動為實體活動，配合疫情政策及參加者權益，若身體體溫超過37.5度者，不得進入會場。

1. According to event policies, no refunds will be issued within eight days before the event.
2. By participating in this event, you agree to grant “XD CINEMA” the right to record, edit and display video footage of the event, including rights to your likeness, works and intellectual property.
3. This is a physical event. To ensure everyone’s safety, attendees with a body temperature exceeding 37.5°C will not be permitted entry.