Where Are The Customers And LV?

"I know the production cost of LV," he said. "It's really that much. If you go to the Chinese manufacturing base workshop in Jiangsu and Zhejiang and Yangtze River Delta, you will feel very hopeless. Because this is the product of all customers, there are some luxury brands, which are all the same fabrics, the same cotton, the same workshop, the same workers.

To tell the truth, Chen can't agree with this paragraph. Although I haven't worn the shirt of LV's family, I don't expect it to be different from that of Zegna. 150 of the island cotton are definitely regular guests in their home. They can't do this by asking themselves. But the real difference between LV and everyone is that it's three words in luxury. Although the state has proposed to reject the word "luxury" as far as possible, but how can these two words be easily erased, and a piece of unfinished old text is mentioned.

Every day when I pass by the high speed, I will see more about the splendid commercial building on the road. Now, there are spider spiders on the old and broken walls. It seems that this building has come to a new buyer again, perhaps to reinvigorate the wind of the year. At this time, a Daewoo car whistled past and seemed to prove something. Many clothing brands don't seem to be so lucky. In the market downturn, you still have a building. The car brand is still in the open. Many people are still driving cars that many people forget. One year can buy tens of thousands of bags. If the brand is sold out in people's eyes, maybe you can only see the poor price in the second-hand store in second days.

That is to say, we thought we could show off a costume today. Maybe the price of tomorrow will not be as much as that of a pile of rag placed there. We can not help asking what exactly we spend money on, and where is the truth of our consumption?

Please don't be bewildered by the beautiful appearance of the fashion, and think it is an area like art. If you remove its gorgeous coat, it has nothing to do with art in the bottom of its heart. After you get rid of the shell of your deceptive body, you will find that it has nothing to do with the finance and IT that do not seem to matter at all. It is their common goal to capture the highest value with the lowest cost, so after building the stage of making solid products, the brand consensus of all the two businesses is established. The endless desire of human beings ignites the brand, so what you buy is no longer an object, but also a kind of aura, a taste, a few people to build a few people to play, but envy many people envy it, it was boarded the altar. What we need to do is fade away its light, because we have the right to know.

The pricing of luxury goods is not necessarily related to its cost, but it is more dependent on the expectations of its main buyers. If you want to define a luxury, many people will conclude that luxury is luxury. Expensive, yes, the high price is actually the reason why people feel that something is luxurious. What the civilians can not afford to buy and look up to will make a lot of people feel that their own possession is noble, which is the gas field of luxury goods.

Luxury goods need great strength. Therefore, excluding the poor raw material costs and processing costs, luxury goods spend a lot of money on advertising, publicity and so on. With these media means to instilling an idea into people's ears, we are luxurious. After accumulated a lot of money, it gets a luxury ID card, so when a commodity price has nothing to do with itself, it becomes a luxury.

So how can a luxury be defined? You can hardly get a real answer in the dictionary. Those who have big money are not willing to spend a penny on the word definition, because nothing is more convenient than making the concept of luxury goods more convenient for them. But one thing is for sure, the definition of luxury is certainly not expensive, it is just an illusion that it gives you, because luxury goods also face diversification.

With the change of the century, luxury can no longer be exclusive to the Royal noble like that. It wants more consumers to yearn for it. So the so-called advanced customization Haunt Couture has gone through the clouds. Luxury brands tell you by the confusion concept that their real 1 million high necklace or jewelry necklace and 300 yuan perfume are actually luxuries. After the amazing publicity for these liquids, the water that had once been born was also high and low. Some of them continued to carry hundreds of dollars, but in fact, they had already made huge profits, others climbed up to 1000 yuan or even higher.

Of course, for hundreds of dollars of luxury goods positioning, brand is also like walking on the same steel wire, a little careless is likely to lose all. After all, a luxury brand will want to diversify and establish different consumption levels. On the one hand, it will have to face the price and goods that the former high-end customers accept this trend. On the other hand, it also needs to consider that the masses of consumers are having a hard price that they once thought they could not afford to buy. When your commodity price ranges from several hundred yuan to hundreds of thousands of beautiful things, and is accepted by the public, a new luxury kingdom is born. So at this point, you will understand the Pierre Cardin, Balenciaga, and the hundreds of authorized genuine products that cost tens of thousands of dollars. Why are they so different?

Of course, not all brands are a heavy hit. I am a luxury brand. Actually, it is a good idea to play a ball with the luxury. Coach, an American leather brand, has never called itself luxury, but it can be said that the leather handcraft it uses is not inferior to some luxury brands, which is because it looks at mass consumers. Everyone has a dream of luxury bags. If you can't afford to buy it, it's okay to see me. My quality is also good, the style is pretty, and it costs a lot of money to publicize. Many celebrities also carry our bags on the street, but our prices are slightly cheaper than those of luxury brands. Coach's step back on pricing has earned him more consumers. After all, the top of Pyramid is a bit cold.

Here is another important parameter of brand positioning, that is, the market competitors. Everyone has a goal, so is the brand. This goal can be the same grade, or set an upper limit like Coach. So you will find that although there are two sleeves of clothing, the price gap between them will sometimes be a lot. People who always take money for appearance will soon divide the brands of different prices by three or sixty nine. In the long run, A and B will be spoken as a notch. C can't be that cheap.

But after all, price is not a cost. The best way to stimulate consumption is to hang up the high and frightening price of adults, and then turn the price into half a few days a year. Even if people with better ability can see this, they will not be tempted. Even the discounted information is transferred to friends and relatives at once. But the discount is too low, and the trouble is coming again, because consumers should rely on the annual discount and even suspect the luxury of the brand, so some brands simply discount the price. As Chanel once said, if our clothes are not sold, they will not be sold to customers even if they are destroyed. Although they are similar to those of the capitalists, the arrogance also won many customers in the same field.

If you want to carefully understand the mystery of this brand positioning, you might as well learn from the dead grandfather Hayek, a Longines on his left hand, and a common Blancpain in the right hand of a piece of steel.