Luxury Goods Rise In Price &Nbsp; Can You Keep Up With Them?

Luxury goods

Special counters attract Chinese customers.

We are the champion.

According to a recent survey report by the global tax rebate company, Chinese tourists bought in France in 2010.

Price rises faster than book switching?

Five years ago, the price of global luxury goods could not be compared with that of today.

Since the two global price increase of luxury goods in July and November last year, many luxury brands have gone up again in March this year, and the prices have increased again and again.

KAREN, the planning director of PR communication company, bought a French brand handbag in Macao at the end of April. The salesperson told her that the price of the bag was raised on the same day, the unit price of the large size was HK $39600, and KAREN was calculated to be 5000 yuan more than the previous budget.

From the price range they know, the brand's package has risen three times in a year, and the same size large package in early 2010 is about HK $29800, and now it has a 30% rise.

"This price increase is indeed very high. Our wages will definitely not increase by 30% in a short time. It seems that the brand is absolutely interested in raising the threshold."

KAREN so sigh.

Although she thought so, she insisted on her purchase plan, because she saw a bag which was the best seller in the whole store, the price had risen by 20%.

Although consumers feel the price increase is amazing, but reporters in the LV, CHANEL, Hermes and other brand relations to understand the reasons for the rise in prices, their response appears to be light and light, are all raw materials prices rise, change season, normal prices, exchange rates and other words.

In addition, another price magnate is clocks and jewellery. In addition to raw materials (such as gold prices rising all the way), the industry has a high degree of control over the increase. Especially the watch industry, such as some big brands, has maintained an annual increase of 5%. This practice only slightly "converged" in the global financial turmoil in 2009. As the economy slowly recovered, last year, insiders said that the 2011 watch would increase by 10%-15%.

What is it actually?

The Swatch group's beauty meter clearly indicates that there is no price hike in the near future, but it depends on the Swiss Franc exchange rate. If all the way goes up, it will not rule out new measures. However, the price of its basic fund has not changed much since the beginning of the May 1st.

Insiders pointed out that as early as the Basel exhibition, many brands of bosses guaranteed that they did not raise their prices, but they were aiming at some basic products. Many brands were aiming at the prices of gold, rose gold and diamond lined watches for the Asian market. These watches added the inlays of precious metals and diamonds, and the additional materials certainly caused the price to go up, and the increase in global gold prices also led to the increase in the prices of these special watches.

Another round of price rises has come down. The only thing to be thankful is that the price increases in Hong Kong, Macao and other places are generally higher than those in the mainland. That is to say, the difference between the two places is slowly shrinking.

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Price increase is also a marketing strategy.

It has been five years since the purchase of a purchasing agent in London. It has been discovered that the products purchased over the past two years are becoming more and more expensive. Sometimes, they will also encounter the situation that money can not flow and need to be temporarily borrowed from their peers.

"Former domestic customers are buying smaller perfume products, purses, business card clips, scarves, shawls and other smaller products. Hundreds of thousands of them can be used. Now they are not bags or watches. They are all over five digit consumption, and sometimes I have to order KELLY bags at Hermes store, which is very difficult to serve."

Ino also found an interesting phenomenon. When many customers order, they clearly know that the price of the product has increased by 10% recently. They keep on talking about how expensive and expensive they are, but they insist on buying it. They may be afraid to go up next, so someone buys three, and immediately gives the first deposit, which is simply buying a luxury with the mentality of real estate.

Ino said that some British friends believed that the Chinese had bought the shelves of London's high-end stores, and of course they had to be responsible for the surging prices of the industry.

If the reasons for the rise in price are simply attributed to the enthusiastic Chinese buyers, it is biased. This only shows that the market may be in short supply. The more important reason should be the additional expenses arising from the production and sales links, and the marketing essence of the industry.

Rising prices have always been a powerful marketing strategy for the luxury goods industry. Remember that in the 2009 when the financial turmoil was at its peak, there was also a price rise in the market, when their response was that the targeted consumer group could accept such a rise.

Price increases can effectively divide the consumer group, so that some products can only be enjoyed for some people, so that some services can only exist for you. It is the high price of the price that can create the elite atmosphere of luxury consumption: the historical and cultural connotation of the Xinghe River, the luxurious and luxurious shop, the shop which can not see the people, the products that can never be bought, and the salesmen who are extremely humble.

When the product is used on you, the pride will be pplanted.

This may be why luxury goods are being repeatedly priced.

Senior fashion person Xiao Shuang can understand the behavior of brand price increase, because the whole environment is booming, but the pricing of these products has always been high, and a slight change in price can cause great fluctuations.

But the reason why famous brands are expensive is that there must be some truth.

The first is exquisite workmanship. The energy and time, manpower and material resources behind the exquisite workmanship, and the satisfaction of high quality, and its long cultural and historical background, all determine that the prices of the famous brands must be higher than the prices of ordinary products. As to whether their prices are reasonable, they should be judged by the consumers themselves. If you really like this brand, it will bring you joy and enjoyment and satisfaction, then you will not care about the price.

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Value OR appreciation, different opinions.

Many consumers agree that another reason for price increases is because they feel that there is much room for value preservation or appreciation.

For example, like the classic suitcase of LV, ten years ago, the price was only a few thousand yuan. Now the price of the same section has broken through twenty thousand times, up to two or three times the price. Or a historical wrist watch, after several years, it is judged that its price is several times the original number. Is it representative of your investment today, there will be "substantial return" in the future?

Lu Jun Jun, a senior clocks and collectors in Guangzhou, is not very sure about the way to preserve and appreciate the watches. He has personally experienced that five years ago he bought a watch that was endorsed with appreciation at that time. This year it was released more than a dozen points than the starting price, and even CPI could not run away. What about appreciation?

Referring to the auction market of clock and watch, it is easy to find that at least three years later, at least after a few years, it has at least the following three characteristics: one is fidelity; two is rare; three is acceptance, and the other is indispensable.

These conditions are sufficient to show that the goods we can buy in the market may only be able to meet the use of the function, but also to be aware of, do not be superstitious some so-called "limited money", the real limit is - the isolated product.

Of course, the collection of watches has positive value preservation, but on a large scale, it is not only simple to spend money to buy things.

As for some Shopaholic, every time they buy a new handbag, they attribute the reason to preserving value, which is not very scientific.

Public relations MAX has tried to buy three new bags a month, and then swipe the credit cards. Finally, she had to sell one of the 90% new handbags to pay her debts. She found a famous second-hand brand store in Hongkong, but only got the original price of 60%. The clerk told her that even if he bought it yesterday, he would take up 80% of it.

MAX was muddled at that time. The bag was carefully studied. After consulting a lot of information and comments, she decided that it had good appreciation space to buy it. How could it depreciate by 40%?

In fact, the reason is similar to the collection of watches. First of all, this package may be very common in the market, and it does not have the rare nature; secondly, it is second-hand goods, it is difficult to sell a very high price. When the shop is shipping, it should also consider its own profits, so it will lower the recovery price. More importantly, handbags and other consumer goods are different from watches. When used, they will lose their intrinsic value. Even if you are going to maintain any more, the defects will be magnified when resale.

Therefore, more and more smart white-collar workers like KAREN, who are willing to spend a lot of money on buying famous brand bags, are quietly under the pressure of rising prices. However, they value the pleasure that commodities bring to themselves, such as giving awards to special festivals, or proving their social status, instead of blindly pursuing economic returns.

As the first founder of the professional fashion TV program in China, Xiao Shuang is the first group of consumers to contact luxury goods in the circle. She never considered "appreciation" in her purchase.

In her opinion, these products are used only, rather than for "investment". Some brands will buy these products as "value preservation" or "investment" in propaganda, in fact, they cater to the psychology of some Chinese consumers.

If the product of this brand is really your favorite, then it should be priceless in your mind.

Of course, you can also pass it down from generation to generation, so that a certain bag, some jewelry, and a watch can be remembered as a symbol of the passage of time.

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Luxury in the sky

Monthly income of eight thousand, for a white collar in Guangzhou, if there is no pressure for housing supply, it should be able to live a relatively moist life of petty bourgeoisie.

If you want to get rid of your needs, you should be able to buy some famous brand cosmetics or famous brand shoes or accessories, but if you really want to have many, many quality products that can accompany you for life, you may be disrupted by the rhythm of life.

In fact, luxury goods are not originally produced for all consumers, but now in China's market, they are caught in a stage of "popular fanaticism", so this rising price trend has been moved to the table many times. The public opinion has made a lot of deep reflection.

Many brands of public relations have expressed their desire to respond to the question of price rise. Instead, the big brands seem to be generous and "we are rising every year". Perhaps the subtext is that "your income level should also rise with us."

Once interviewed a domestic designer who has been speeding up in recent years, he formulated the development target for his brand, and will reach the height of a group of Chinese American designers who are active in New York in five years.

He felt that his design had no problems. The biggest problem was that it was too cheap, and the most urgent thing was to raise prices.

"If ten people in this street can wear my brand, they will not be expensive. I hope these ten people will not be able to wear them, but they are looking forward to wearing them every day," he said.

Floating in the sky, even if it is not clearly seen, is also a gesture of envy.