Why Do "Foreign Brands" Love "Double Standards"?

In recent years, there are double standards at home and abroad from daily necessities, electronic products, food to the automotive industry. Recently, Nike products are also suspected of double standards at home and abroad, causing strong dissatisfaction among consumers.

It is reported that in China Nike The same type of basketball shoes, not only the price is higher than 500 yuan abroad, and the double gasket sold abroad has become a single air cushion in China. Chongqing city commerce and Industry Bureau has taken corresponding punishment. This is also the first ticket issued by the Department of Commerce and industry for "double standards".

The double standard of Yang Da brand

"According to the criterion of" punishment for the great evil, the emphasis of industrial and commercial law enforcement is on those illegal acts with subjective intent ". Liu Jian, deputy director of the Municipal Bureau of industry and Commerce and spokesman of the press, introduced to the public representatives that Nike's high-end basketball shoes with a domestic price of up to 1299 yuan, one of the main selling points is the double air cushion for heels and forefeet. However, the same publicity is priced at more than 500 yuan higher than that of foreign countries. "Nike has double standards" to differentiate between consumers in China and abroad. For this kind of behavior, the Municipal Industry and Commerce Bureau will not tolerate it! "Liu Jian said that although Nike immediately issued a statement after the filing of the industrial and commercial bureau, it showed that China's products had only one cushion and promised to return it for the consumers who had already purchased it. However, considering that Nike had pursued double standards against Chinese consumers, the commerce and Industry Bureau had imposed a fine of 4 million 870 thousand yuan on Nike.

In fact, such examples are everywhere. For example, since 2009, Johnson products have been recalled 25 times in various countries, but these recalls do not involve China at all. While some well-known notebook manufacturers recall notebook computers worldwide, they have launched the so-called voluntary replacement program for consumers in China. In addition, the Apple Corp iPad1 double price adjustment, Toyota Corporation to China and the United States market The double standard of compensation for cars on the top issues, WAL-MART, McDonald's, Nestle and other domestic and international implementation of dual product standards, have aroused consumers' doubts.

In view of the "internal and external differences" practice of "Yang Da card", the industry believes that although the Chinese market is extremely important for multinational companies, they do not attach importance to China from their mentality. Because the product is good, the feeling can be "without fear". Therefore, it is possible to adopt "source" legislation, strengthen law enforcement supervision and supervision by public opinion to give "foreign brands" color.

Double pricing is due to the blind pursuit of Chinese consumers.

In fact, the price of luxury goods, including high-end imports, is much higher than that of overseas, which has been criticized by the Chinese. Insiders pointed out that the high price of domestic luxury goods is mainly due to high tax rates. According to the relevant survey report, China's luxury goods tax rate is relatively high. Taking Lancome perfume as an example, the tax categories include: 30% import goods consumption tax +17% value-added tax +10% tariff =57%, while in the United States, Lancome perfume tax is only 8.25% consumption tax, and France only receives 19.6% value-added tax.

However, China's chief representative of the World Luxury Association Ouyang Kun It is considered that the price of Chinese luxury goods is the highest in the global market and has little to do with the tax rate. "Even if the Chinese government continues to lower the tariff rate, it will be difficult to shake the price of luxury goods. The high positioning of manufacturers is due to the popularity of luxury goods by Chinese consumers. According to its introduction, the retail price composition of the global luxury brands in China is rather complicated. The most important factor in the price composition is the profit retention rate, which is as high as 50%. This factor accounts for 30% in North America and only 20% in Europe.

Chinese consumers blindly pursue luxury goods, improve their identities with luxury goods and show off their wealth, leading to luxury goods manufacturers deliberately raising their prices in China. He believes that if we want to reduce the price of luxury goods, we must first call on Chinese consumers to calm down and consume rationally so as to make manufacturers rational pricing.