Nike Sells Higher Than American Citizens' Vanity.

A recent media report said that a cup of Starbucks American coffee, which had no difference in material consumption, was sold in the US for 12 yuan and 21 yuan in the domestic market, while the price of one imported beer could even be doubled 30 times.

In fact, this phenomenon is not only in the field of imported food, but also in other imported consumer goods.

Recently, some netizens told reporters that this was punished because of "double standard".

At home and abroad, the phenomenon of different prices in the same section is very serious, which makes it very disgusted and angry.

Nike has been accused of "double standards". Some of its products are sold at over half the price in the US.

A few days ago, Nike made a "double standard" for a basketball shoe with a price of up to 1299 yuan, which infringed the rights and interests of consumers, and was fined 4 million 870 thousand yuan by the industry and Commerce in Beijing.

This is also the first ticket issued by the Beijing industry and Commerce Department to "double standards" for enterprises.

Beijing city industry and Commerce Bureau said: "Nike products on the product" double standards ", the difference between China and foreign consumers, for such behavior, the city industry and Commerce Bureau will not tolerate!

However, Nike's "double standard" does not seem to exist on this shoe. Some netizens told reporters that Nike's "double standard" is also reflected in the pricing of its products at home and abroad.

Reporters compared with Nike (China) official website and Nike (US) official website found that many of their products in the United States were significantly lower than the domestic price.

Take a Nike AIR MAX HYPERPOSITE men's basketball shoes for example. Its selling price in China is RMB 1799 yuan, while the same product is only sold for 225 US dollars in the US, and it is calculated by RMB to us dollar exchange rate, which is about 1409 yuan, the difference between them is nearly 400 yuan.

In November 6th, reporters on Nike (US) official website saw that some of the men's basketball shoes were being discounted, and the price dropped to $179.97, which was only about 1128 yuan.

If we compare the two, the price of the same product in Nike is almost higher than that in the domestic market.

The price is 60%.

Another Nike model men's basketball shoes, TOTAL AIR FOAMPOSITE MAX, are priced at up to 1999 yuan in Nike's official flagship store in Tmall mall.

On the US official website, the price of the product is only 225 dollars, or about 1409 yuan.

The price of the product is also 40% higher than that in the US.

Some analysts believe that many of Nike's production and processing plants are distributed in mainland China and Southeast Asia, while Chinese consumers have to spend more than 50% of their prices on products from domestic or surrounding areas than American consumers. This is the main reason why Chinese consumers are unable to accept and be angry.

Lawyers say: it is impossible to identify price discrimination in a unified market.

Some of the pricing methods used by businessmen are discriminating against price discrimination.

For this reason, the reporter interviewed the chief lawyer of Beijing Han Zhuo law firm.

After querying relevant information, he told reporters that only because the price of the same commodity in two countries is different, it is impossible to draw the conclusion of price discrimination, "because price discrimination means that different prices are charged for different people in the same market.

But now the situation is in different markets, so there is no basis for such a price comparison.

For some netizens who put forward the idea that "state price departments should intervene and make corresponding provisions", annex also did not recognize it.

He explained that there are three mechanisms for commodity pricing: one is market pricing, that is, through mutual choice between the supplier and the buyer, a price acceptable to both sides is determined. This process is not intervened by the government, and the other two are guided by the government and directly determined by the government.

"The latter two methods are usually used for more important commodities that have a greater impact on people's normal life.

Instead of intervening, the general consumer goods market gives the pricing power to the market.

The government can not intervene too much in pricing matters, because now it is a market economy and more depends on market behavior.

Said Ann Po Shan.

Expert interpretation: corporate behavior is understandable. The vanity of Chinese consumers creates "high price" in China.

Fan Libo, vice president of the International Business School of University of International Business and Economics, also said that the pricing of multinationals in different countries is a kind of corporate behavior, which is understandable. But it is worth mentioning that these multinationals have left China with a low profit and value in the enterprise value chain.

Fan Libo told reporters: "

China is a developing country, so there will be some adjustments in the positioning of products and the structure of products.

This is an act of enterprise.

But from the point of view of the manufacturing chain, their manufacturing links are mostly in China, and these multinationals are left to China's profit and value in the enterprise value chain, which should be pointed out.

When reporters asked why "Chinese consumers want to pay high prices for products produced in their own country", Fan Li Bo said that the consumption structure of China and the United States is different, and that Chinese consumers prefer brands and vanity is the reason why they have "high prices" in China.

"The consumption structure of China and the United States is different.

In the US market, the weight of shoes in consumption and the position in the consumption structure are not very important products.

But the Chinese youth class takes a big weight on the consumption of shoes.

The consumption structure of different countries is different, so the pricing of these multinational companies will be somewhat different. This is normal, so long as there is no monopoly, dumping and price discrimination, there is no problem.

Fan Libo pointed out that most Chinese consumers who buy Nike shoes belong to the youth class. They like the brand, and the vanity of the Chinese people is strong, thus prompting changes in the pricing of the products. But from the perspective of the market, this consumer behavior should be reasonable.

In other words, it is precisely the Chinese consumers' "brand" of international brands that have created enough high prices to "overlook the world".