Marketing Means Of Luxury Goods

300 billion yuan has to be said to be a huge sum of figures. In the case of the urgent need to stimulate and stimulate the national economy, this account can be very important. At present, this consumption is contributing to the growth of foreign economy and GDP, and how to guide this flood to promote domestic economic development can not arouse our attention.

Low prices and high taxes are the reasons?

Some people think that low price is the primary reason.

High quality goods come to China, and tariffs, value-added tax, consumption tax and business tax are low.

The average person can not afford to buy, but why do they buy abroad at a low price for the rich who often travel abroad? This causes the demand for high-end consumer goods released by Chinese residents to the foreign market.

This is an important reason for the outward movement of luxury goods. Foreign consumer goods are cheaper than domestic consumer goods. Secondly, there are plenty of sources of goods to choose from.

In addition, the quality is better, and there are signs of origin, and consumers are relieved.

Buying luxury goods abroad is in line with the laws of market economy.

Now that we have become the largest consumer of luxury goods, how to find a better channel for these consumer needs and promote domestic economic development should rise to the policy level.

The key to keeping the rich's overseas luxury spending in China is to narrow the spread.

It can be seen that in order to change the consumption situation of luxuries consumption and keep the consumption of tens of billions of dollars a year in China, we must start with lowering the price of domestic luxury goods, creating a better investment environment and operating environment, especially in reducing the price of luxury goods.

Some analysts believe that domestic products contain more taxes than any developed country: 4.17 times the United States, 3.76 times that of Japan, and 2.33 times the 15 countries of the European Union.

And ordinary commodities have such high taxes, not to mention luxury goods.

Experts from the "12th Five-Year plan for the development of domestic trade", issued by the general office of the State Council recently, experts said that in order to achieve the goal, the policy of promoting consumption in the future is expected to be overweight, some of which may be exempted from consumption tax.

The development of luxury goods in the future will continue to concern for some time.

No tax, pay attention to self development

There is, of course, opposition to this.

In the case of sluggish foreign trade, considering expanding domestic demand is, of course, an effective way to boost the economy.

However, luxury consumption is not contradictory to other consumption, and has the characteristics of high-end rigidity. Even through the adjustment of taxes and fees, foreign luxury brands can not enter domestic direct selling, nor can they drive the development of related industries in China through consumption.

Many people consider the cause of luxury consumption outflow due to the high domestic price of foreign luxury brands caused by high taxes and fees, though this is a fact, but it is also a misunderstanding.

In fact, luxury is a huge industrial system. From brand, design, processing, and sales, brand and design are the biggest winners in many links.

Apart from the price advantage, the most important reason for consumers to choose foreign consumption is that they can not realize the substitution of similar luxury consumption.

In addition, luxury goods are also different from the scarcity of general commodities and the relative monopoly, which has the independent pricing power relative to the regional industrial characteristics. This is another reason why the domestic value of foreign luxury goods is higher than that of foreign countries.

For example, last year, Sun Yibiao, deputy director of the Customs General Administration, said that the high price of domestic luxuries was not caused by tariff reasons, but that the brands were the highest price in the world for Chinese consumers. In fact, tariffs only accounted for 3% to 4% of the price of luxury goods.

Luxury outflow is the lack of competition in the domestic luxury brands, and is controlled by external symptoms.

We should focus on the long term, consider how to cultivate our national luxury brands, and create an industrial environment suitable for the emergence and growth of luxury brands, which is not only conducive to optimizing the industrial structure, but also promoting the consumption of luxury goods.

According to the latest ten year official report released by the World Luxury Association in January 11, 2012, as of the end of December 2011, the total annual consumption of China's luxury goods market has reached US $12 billion 600 million (excluding private aircraft, yachts and luxury cars), accounting for 28% of the world's total share. China has become the world's largest consumer of luxury goods.

As a type of conspicuous consumption, luxury means to use consumer behavior to show identity.

China's luxury goods report shows that in developed countries, people spend 4% of their income on luxury goods, while in China, many consumers buy luxury goods by 40% or more of their income.

That is to say, many consumers in China do not have the luxury condition of consuming luxury goods, but they are "swollen and fat faced". What are the driving factors besides psychological display?

Limited edition bags or expensive watches, luxury goods can not only meet the basic needs of people's clothing, food and shelter, but also a tool for building self identification and social identity.

Through luxury goods, people get into the so-called upper class and elite class, creating a "superior" cultural symbol.

People often make use of the difference of consumption to construct the boundaries of different social identities.

Luxury is a social symbol in the final analysis. When this symbol is accepted by most people in the society, this symbol has value; otherwise, if it is not recognized by the public, the symbol will also be emptied of meaning.

From this perspective, what we need to think about is not how to bring overseas luxury consumption back to China, but how to create rational.

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