Is The Price Reasonable? Luxury "Moderate Price Adjustment" Is All Caused By "Cowhide".

Big package price adjustment

They all blame "cowhide".

Fifi recently started two new hermes bags. Two bags were bought one year ago, and one bought after the year, but the price changed. Hermes The package said that the increase in price would rise by 15%. In this way, a Birkin of 80 thousand yuan (one of the classic pieces of the Hermes pack) was sold for 92 thousand yuan after the price rise.

But Thomas, chief executive of Hermes group, recently said: "because of raw materials. Rise Hermes annual Sale Half of it comes from leather products. Next, Hermes will gradually increase prices, but in the near future, try to keep prices up. If prices rise, the rate will be moderate.

In line with the pace of "moderate price adjustment", Hermes's marketing strategy is still unfolding to launch a "offensive", which gives rise to a better selling atmosphere. It is reported that Hermes has further increased the appetite of buyers, and even more widely known that "you may not be able to buy goods if you have money". The unaware buyer went to the counter and said, "I want to book an KELLY of Hermes (Keri bag, one of the classic versions of Hermes)". In this case, the consumption volume of the first time, the temperament of the buyer and the brand conform to the "shopping conditions".

In the interview, most customers think that for a Hermes product with a price ranging from forty thousand or fifty thousand yuan to hundreds of thousands of yuan and millions of dollars, the price rise of raw materials is simply "little fur" in the cost, which should not affect the profits of the brand. "The opening of a price increase is 15%."

The reporter has inquired about several other first-line brand bags in Hangzhou. In the shop of TOD 'S, the same style of leather bag was priced at 6700 yuan, while the other sold 7000 yuan.

Similarly, why is the price difference due to different colors? For this reason, the clerk admitted, "because of the difference in the production time of the same package, the price of raw materials will lead to different prices. It may also be affected by the recent increase in the price of cattle, and the price has been adjusted. "

Price increases become promotional means

Recently, netizens have commented on micro-blog on the price adjustment of Hermes because of the rising price of cowhide. 90% netizens said, "the reason why the price is ridiculous is that the price of leather is less than 1/1000 at a high price. There are also 10% netizens who understand that "the cost of luxury advertising in advertising is huge, and this is intangible, so consumers can't just analyze the cause of price increase with the cost of goods."

As for the reasons for the rise in prices, Miss Lin, a member of the Hangzhou municipal government, said that many brands of phones have been received recently, such as electrical appliances and musical instruments. "The contents of the call are mostly about" the price of the latest product will increase immediately. The product you ordered before is best to buy as soon as possible. " Miss Lin said that when she ran to the counter, she found that the price adjustment was only an individual payment.

After the incident of "25% yuan to 40% yuan Chanel bag", which appeared in July last year, a lot of consumers who are obsessed with luxury goods purchase "any price increase, how much money do I earn?" at the same time, many luxury goods consumers expressed another "worry". There is no need to worry about the price increase, but the most worrying thing is "money can not buy twenty thousand".

It turned out that while everyone was at the juncture of price increases, many businessmen seized this momentum and attracted more consumers in the name of price increases. And after this price surge, it turned into a situation of "no place after the mad rush."

In the case of raw materials generally rising prices, cowhide has not escaped this robbery.

Reporters learned that, in the past ten years, the cowhide has not stopped in the continuous rising tide of prices, and this year has also hit a new high. Thomas, chief executive of the French luxury goods company Hermes group, announced that Hermes will increase its price gradually because of the rising price of raw materials.

Once the news came out, it was reprinted on the meager scale. Someone commented in the commentary: "a bag can buy several cows. How many bags can a cow do? Even if the price of cowhide rises, the price of Hermes will be more than ten thousand yuan, and the impact should not be very large. Is it deliberate to raise the price?"

"If you go on like this, even thousands of dollars of LV will not be counted as luxuries." Netizens Cindy said that this year, DIOR, CHANEL and other first-line brands frequently increased prices. This makes the luxury fans who are in a flood of prices do not know what to do.