Premium signal = price + benefits + heritage.
1. What best describes the Affordable Luxury positioning used for the brand?
2. Which combination most directly creates value in this positioning?
3. What is the main logic of the skimming pricing strategy used in China?
Affordable Luxury — definition?
Premium positioning pairing quality with accessible pricing.
Skimming pricing — purpose?
Start high to signal premium, then lower over time.
Rogers adoption model — groups?
Innovators, Early Adopters, Early Majority, Late Majority, Laggards.
Xiaohongshu targeting — initial focus?
Innovators and Early Adopters for early reviews.
Selective distribution — meaning?
Selling only on Xiaohongshu to maintain exclusivity.
IMC — purpose?
Aligns all messages for consistent brand communication.
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