Luxury Gucci Stores Stolen Too Low, Resulting In No Filing.

Over priced Gucci The bag was stolen in the store, but it failed to put the case on file because of the low price of the goods. This news has been heated by netizens. Some netizens say this indicates that the luxury industry is too profiteering. Some people think that the price of luxury goods is just like that. It's not worth making a fuss about. Experts say that Luxury goods The market is a seller dominated market, and its price is not based on cost. Some scholars believe that the "profiteering" of luxury goods indicates that the concept of consumption is not mature. Veblen effect "The more expensive it is, the more it buys.

Event review

On the evening of May 23rd, a netizen named "Amy Zang Zang" released a micro-blog. It said that the police station of the eight Li Zhuang police station came to the police station of Gucci to report to the police. A package worth more than 20000 was stolen. The netizen questioned, "is the purchase price really so much, or is the new world selling fake products?"

After the issue of micro-blog, it triggered a heated debate among netizens. Many netizens replied, "this is cheap, where does it come from?"

After that, Gucci (China) issued a statement that it did not provide any relevant purchase information during the reporting process. The unit price of stolen goods was not twenty thousand yuan, and all the leather items sold by all stores were genuine products made in Italy. According to people's daily, the police responded that the price of stolen goods could be determined by the reporting person before deciding whether to comply with the standard of criminal cases.

The person in charge of the public relations company commissioned by Gucci (China) Trading Co., Ltd., told reporters that the price of the package was 13 thousand yuan, and the price of the package was not only a few hundred yuan.

Lawyer's statement

"Gucci needs to prove the value of stolen property".

Zhang Tao (executive director of Beijing salary appraisal law firm):

After the public security organs have collected the materials, there are 7 days to study whether to file the case. The difficulty of Gucci is that it has to prove the value of stolen property. In Beijing, personal theft of public and private property reaches 2000 yuan, and criminal liability can be investigated in accordance with theft.

The Gucci package involved in the case is an imported commodity in Italy, and the price should be calculated at the middle price of the retail price of the market. In the interpretation of the Supreme People's Court on the interpretation of certain issues concerning the application of laws in theft cases, the price of stolen articles is calculated, and the prices of commodities and import and export goods in the circulation area are calculated according to the moderate price of the retail price of the market.

That is to say, if Gucci can prove that the value of the stolen package reaches 2000 yuan, which is in line with the conditions for filing the case, the public security organ should register it as a criminal case.

{page_break}

Consumer theory

"It's not worth it, but it has to buy".

Miss Wang (editor of a fashion magazine):

For the commodity itself, the price of luxury goods is, of course, "profiteering". The cost of materials sold for thousands or tens of thousands of materials is estimated to be even less than 1/10. But it is also necessary to see that the price tag is so expensive because there is the added value of the brand. In China, this added value has been magnified, so the same luxury brand has been extraordinarily expensive in China.

I do not deliberately pursue famous brands when I buy things, but because I am in the fashion circle, I usually have to attend some activities, so I must have several sets of "outfits" that can be taken advantage of. In this circle, this is the fashion. It is very vain. I also feel it is not worth it, but there is no way to buy it.

Scholar viewpoint

"Luxury market is dominated by sellers".

Zhou Ting, Dean and doctor of the Institute of wealth and quality:

General merchandise is priced in two ways: one is priced according to cost, the other is priced by value. Consumer goods, public goods and fast food are priced at cost. Luxury is not the case. Luxury goods are priced in the hands of the brand, and the luxury market is a seller dominated market.

After years of operation, the result of the combination of the brand's history, culture, design and brand promotion is that they dominate the pricing power of the market, rather than consumers who dominate the pricing power. Besides, the brand has some effective auxiliary means, such as the limitation, customization and the introduction of special funds, which makes the demand far exceed the supply.

Luxury consumers are also people who are not sensitive to price. They are willing to pay the brand premium. We have done a survey: assets of less than 10 million yuan of the rich are sensitive to price, will pay attention to brand LOGO to prove their own; assets between 10 million -5000 million people, more important is whether the brand is in line with personal temperament and life; more than 50 million yuan, they pay attention to the product's personality, can not be exclusive, even the brand does not exist.

Why is the luxury industry a profiteering industry? That is, it controls the pricing power. The more consumer goods are, the more competitive the industry is, the smaller the profit is.

"Far exceeding the average profit level is a huge profit".

Zhao Ping (deputy director of Consumer Economics Research Institute, Ministry of Commerce):

The so-called "profiteering" means that its profit level is much higher than the average profit level of the industry. In a fully competitive environment, the profit of an enterprise should not only cover the cost of operation, but also make it survive and develop. "Violence" is a special meaning. "Profiteering" is much higher than the average profit level. Gross domestic product gross interest rate is about 50%, which is already very high.

{page_break}

The causes of "profiteering" are related to China's current national conditions and social development stages. China has a large consumer group, and many people's consumption concept is not mature. They need to show their social status and level through luxury goods. So there is the so-called "the effect of the van bulen" - the more expensive things are, the more people buy them. Maybe in the future, with the expansion of affluent people and the change of social values, the price of small luxury goods will no longer be considered as a symbol of wealth, or the price of these commodities can return to the international average.

Of course, the high price of domestic luxury goods also has its rationality. Because in addition to the cost of physical goods, these luxury enterprises still have a considerable portion of intangible assets expenses, including brands, market influence and so on, which are calculated through assessment. If the total cost of physical and intangible assets is combined, the profit margins of these luxury goods will be greatly reduced.

Netizens surround

"And the same batch?"

Aston: the luxury pursued by celebrity is just the price, similar to that of the zoo wholesale market.

AMY and her family: there is nothing to say if one wishes to fight.

Kunlun Koyama: last year, I saw a policeman in China World Trade Center who was talking with a shop assistant at the door of a big shop in Milan. I did not know what was missing. When I passed by, I heard the clerk say that the value of goods was 120 thousand, and the entry price was more than 50 thousand.