Luxury Markup Is Becoming A New Marketing Strategy &Nbsp; Can You Keep Up With It?

We are the champion. According to the latest survey report released by the global tax rebate company, in 2010, Chinese tourists purchased duty-free goods in France totaling 650 million euros (about 6 billion 130 million yuan), reclaiming the title of French shopping king. The number of Russian tourists ranked second is only 1/3 of the total. Another data is intriguing. The average purchase amount of Chinese tourists is 1300 euros (about 12 thousand and 300 yuan), while the amount in 2005 is only 650 euros (about 6127 yuan). There has been such a huge increase in five years. Apart from the improvement of our consumption level, there is another reason why - Luxury goods The whole price has gone up.

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 It is really very high that our wages will 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 Consumer Feeling the price increase is amazing, but reporters in the LV, CHANEL, Hermes and other brand public relations to understand the reasons for the rise in prices, their response appears to be light and light, are all raw materials prices rise, the normal season, price rises, exchange rates and other words.

In addition, another magnate of price increases is clocks and watches. Jewellery In addition to raw materials (such as gold prices rising all the way), the industry's control of the increase is very high, especially the watch industry, for example, some big brands have maintained an annual increase of 5%, which 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%. In fact, what is the case? Swatch group's scale shows clearly that there is no price hike in the near future, but it depends on the Swiss Franc exchange rate. If all the way up, it will not rule out new measures. But the price of the basic section has not changed much in the aspect of Tissot table. Since May 1st, the gold watch series has risen to varying degrees. 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.

The only thing to be thankful for is that the prices of Hong Kong, Macao and overseas are generally higher than those in the mainland, that is to say, the difference between the two places is slowly shrinking. {page_break}

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 spanplanted. 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.