时间差异化的3类策略 不同品牌，不同产品会采用不同策略。我们将市场上的策略归类为以下3种： - 大促爆发策略（极左）：适合高端旗舰系列（7系），走的是“集中爆发型”策略 —— 一年只在重大节日（比如黑五）出手，平时稳如老狗，几乎不打折，靠的就是稀缺感和品牌力。比如苹果采用的就是这个策略。 - 案例：苹果 iPhone Pro 系列 苹果的 Pro 系列几乎全年保持原价，平时不打折，偶尔在黑五或教育返校季搭配一点赠品或限量折扣。它靠的是强品牌、强生态，哪怕不促销，也能卖。真正的大促节点（如黑五）则集中爆发，拉动一波销量+复购。 - Campaign驱动策略（居中）：适合5系产品， 比较灵活，走“节奏控制型”路线。平时靠节日小促稳定表现，大促时再加点力度，不激进但也不消极，属于折扣频率和力度都居中的打法。 - 案例：华为 P 系列手机 华为 P 系列走的是中高端路线，平时会结合节日或品牌活动做优惠（比如 618、开学季），在大促时再叠加官方补贴或渠道满减，价格有梯度但控制得当。打得是“稳扎稳打 + 节奏感”，适合主力销量款。 - 高频促销策略（极右）：适合3系产品，平常就经常做促销，用小折扣保持曝光和转化；一到大促，再通过更大的折扣冲一波销量，属于“常态跑量型”打法。 - 案例：Redmi A 系列 这类产品定位亲民、SKU多、走量快，平时就通过拼多多、抖音电商、京东活动页做日常促销，吸引价格敏感型消费者。到大促时再叠加大额满减、限时抢购，主打的就是“哪都在卖、总有在促”，形成动销闭环。 互动讨论 回到安克，以小充的prime、nano、zolo系列为例，你认为应该分别采用什么促销策略？---Chart Description: The image displays a timeline at the top, showing different periods, and three line charts below, illustrating the trend of three variables ("Promotion", "Units", and "Price") over these periods. Timeline: - A horizontal line represents time progressing from left to right. - Above the line, rectangular segments denote distinct periods: "Launch", "Regular Sales", "Big Promo", and "Regular Sales". - These segments are separated by vertical lines. Line Charts: - Three line charts are stacked vertically below the timeline, sharing the same implicit time axis as the timeline above. - Each chart has a horizontal baseline. - The Y-axis labels are positioned to the left of the respective charts: "Promotion" (associated with the blue line), "Units" (associated with the red line), and "Price" (associated with the black line). Promotion (Blue Line): - Starts at a low level. - Increases to a peak during the "Launch" phase. - Decreases and then remains constant at a moderate level during the first "Regular Sales" phase. - Increases sharply to a higher peak during the "Big Promo" phase. - Decreases and then remains constant at the moderate level during the second "Regular Sales" phase. Units (Red Line): - Starts at a low level. - Increases to a moderate peak during the "Launch" phase. - Decreases and then remains constant at a low level during the first "Regular Sales" phase. - Increases sharply to a high peak during the "Big Promo" phase. - Decreases and then remains constant at a moderate level during the second "Regular Sales" phase. Price (Black Line): - Starts at a high level and remains constant during the "Launch" phase. - Remains constant at the high level during the first "Regular Sales" phase. - Drops sharply to a low level during the "Big Promo" phase. - Increases sharply back to the high level and remains constant during the second "Regular Sales" phase. **Image Content Extraction:** **Timeline:** - The image includes a horizontal timeline pointing to the right, indicating the progression of time. - The timeline is segmented into four distinct phases, labeled from left to right: 1. Launch 2. Regular Sales 3. Big Promo 4. Regular Sales **Chart Description:** - Below the timeline are three synchronized line charts sharing the same horizontal axis (representing time, aligned with the timeline phases). - Each chart has a labeled vertical axis representing a specific metric. **Chart 1 (Top Line Chart):** - **Vertical Axis Label:** Promotion (represented by a blue line) - **Line Description:** The blue line starts at a relatively low level, increases steeply during the "Launch" phase, levels off during the initial "Regular Sales" phase, increases steeply again during the "Big Promo" phase, and then decreases sharply and levels off at a medium level during the final "Regular Sales" phase. The trend shows an increase in "Promotion" activity during the "Launch" and "Big Promo" phases. **Chart 2 (Middle Line Chart):** - **Vertical Axis Label:** Units (represented by a red line) - **Line Description:** The red line starts at a medium level, decreases initially during "Launch", then shows fluctuations during the initial "Regular Sales" phase (a dip followed by a rise and plateau). During the "Big Promo" phase, the line rises sharply to a peak. During the final "Regular Sales" phase, it drops sharply and then levels off at a medium level. The trend shows a significant increase in "Units" sold during the "Big Promo" phase. **Chart 3 (Bottom Step Chart):** - **Vertical Axis Label:** Price (represented by a black step chart) - **Line Description:** The black line starts at a high level during the "Launch" phase. It drops significantly and stays low during the initial "Regular Sales" phase, then rises. It drops again and stays low during the "Big Promo" phase, and then rises significantly and stays high during the final "Regular Sales" phase. The trend shows that "Price" is lower during the "Regular Sales" and "Big Promo" phases compared to the "Launch" and final "Regular Sales" phases. **Correlation (Observed Trends):** - Promotion activity increases during the "Launch" and "Big Promo" phases. - Units sold show a significant peak during the "Big Promo" phase. - Price is lower during the "Regular Sales" and "Big Promo" phases compared to the "Launch" and final "Regular Sales" phases. - The significant increase in Units coincides with increased Promotion and decreased Price during the "Big Promo". **Extraction Content:** **Timeline:** A horizontal timeline with an arrow pointing to the right representing the flow of time. The timeline is segmented into four periods, labeled from left to right: 1. Launch 2. Regular Sales 3. Big Promo 4. Regular Sales **Chart:** A chart below the timeline, with the x-axis representing time, aligned with the timeline segments above. The chart contains three lines representing different metrics over time. The y-axis represents the values of these metrics. **Chart Elements:** * **Labels:** * Promotion (blue line) * Units (red line) * Price (black line) * **Lines:** * **Promotion (Blue Line):** Starts low, increases sharply, decreases to a medium level, stays constant, increases sharply during the "Big Promo" period, then decreases to a medium level and stays constant. * **Units (Red Line):** Starts medium-high, decreases slightly, increases, decreases, increases, decreases to a medium level, increases sharply during the "Big Promo" period, then decreases and stays at a medium level. * **Price (Black Line):** Starts high during "Launch", drops to a low level during the first "Regular Sales" period, jumps back to high, drops to low, jumps back to high, drops to a very low level during the "Big Promo" period, stays low, then jumps back to high during the second "Regular Sales" period. **Other Relevant Text:** There is watermarking text "Eres Shi 7917" repeated across the image, which appears to be a watermark and not part of the core content to be extracted.