High-End Brand &Nbsp; For Image To Rise Again?

Recently, the price of high-end goods has been raised again and again, though the industry is in an uproar. But the strong purchasing power of Chinese consumers seems to have overlooked this basic fact.

Luxury high profile price adjustment

Buyer's purchase

"I want to see this ring. How much is it now? It seems that the price has recently been adjusted. "

"Yes, it has just been adjusted."

"Will it be adjusted again?"

"Yes."

Recently, reporters Boutique shop When communicating with sales staff, it was learned that the price adjustment was carried out in July 1st, and the price range involved a whole range of products, which rose at 8%~12%.

Similarly, reporters in the same store. LV counters It is also understood that the price of its products has also been adjusted, and the possibility of future adjustment is not ruled out.

This is the second round of price adjustment this year. In March this year, the price of most luxury goods companies including LV, and so on in the Chinese market has generally been raised by 5%~15%.

But even so, the reporter saw that consumers who patronize high-end brands were also few. In the time when shopping season was not busy, reporters stayed in LV counters for about 20 minutes. During that time, about 50 people came in and went shopping, and still bought more than empty handed.

Up to now, luxury brands including LV, China, China, CELINE, China, Singapore and China have joined the price increase in China.

　　 Price increase factor Various

Sales are not affected.

From the viewpoint analysis, there are many reasons for the collective price rise of high-end brands, one is to increase revenue and enhance strength, and to enter the Chinese market. The two is marketing strategy, to seize people's inner demand for luxury goods, to establish brand image through price increases, and to increase the value preservation of brands, thus greatly stimulating consumers' purchase. And the news that tariff will be adjusted in October will lead to price decline and not conducive to brand image. This also leads to a substantial increase in price before tariff adjustment.

Mr. Wang, head of a high-end brand northeast region, believes that the impact of high-end brand price adjustment on sales in the northeast region should not be very large. There are several reasons: although it is a second tier city, the economic development has led to its consumption capacity of luxury goods exceeding that of the two. There are more and more luxury stores. In the future, it is possible to form a professional luxury chain store. With the adjustment of tariffs, prices will also be adjusted, but as the market develops more and more in-depth, sales will also show a rising trend.

It is reported that the price increase and cycle of high-end brands in China will fluctuate between 10% and 30% a year, and the annual price adjustment cycle starts at the beginning or beginning of the new product launch.

According to the insiders, luxury goods are different from ordinary goods, and can not be used to measure their price trend in accordance with the market value law. Their future price adjustment rules will be affected by many internal and external environmental factors, and the important factor is the demand change of consumers.

High-end brand expansion

Mall embrace

Reporters learned from the sales staff of LV counters that the capacity of the existing counters has not been able to satisfy the strong demand of consumers. Besides the existing counters, the ladies' hall and men's hall will also be opened to sell men's garments, jewelry and other articles, respectively, for LV.

On the market side, it seems that the high-end brands are tacitly aware of the fact that they are waiting for the arrival of Hermes, Mun and ho.

Similarly, after the overall transformation of the commercial city is unveiled, the high-end advertising on the upcoming curtain has become the focus of attracting consumers to patronize. And at the new investment promotion conference of d'an'anxin, attracting international high-end brands and first-rate brands seems to be the top priority of investment promotion.

In the process of continuous expansion of high-end brands, shopping malls play a very important role.

Regarding this, Jiang Yan, WTO Institute of the Provincial Academy of Social Sciences, believes that the shopping centers actively introduce high-end brands, which is the need for adjustment of the business format, and to a certain extent, indicates that luxury goods have a fairly wide market in the market. The optimistic anticipation of luxury consumption has also become a widespread consensus in the industry.

At the same time, high-end department stores should pay attention to learning the advanced experience of shopping center luxury sales promotion and expanding consumer groups, and gradually expand the luxury consumption crowd, and establish a stable consumer group.