Consumers "Do Not Buy Expensive Goods" Cause Brand Enterprises To Quickly Turn New And Ignore Quality.

The same brand may be different in different cities, and even the price is different.

Obviously, in foreign countries, it is a common consumer product. Entering the domestic market and raising the price, it becomes the word of "petty bourgeoisie" and "fashion" after being changed.

Recently, some netizens lamented:

The ordinary beverage shop, which sells for only 3 dollars per cup, has become a "grade" destination in China.

Many consumers can not help asking why a large number of foreign brand goods have doubled in value when they enter China. Experts point out that in addition to customs, trade, pportation and other reasons, many consumers' mindset that "non expensive goods do not buy" also boosted the popularity of "supermarket goods" abroad.

Phenomenon 1: a pair of shoes is worth thousands of yuan at home and abroad.

Mr. Wang is a loyal fan of Ecco. "But I rarely buy Ecco shoes in China, because the purchase from abroad and freight are only 1/3 of the domestic counter price."

Mr. Wang showed reporters a piece he bought from England.

Plus the price after shipping is 750 yuan, "and I saw the same price in the department store counter is 2399 yuan."

Analysis: "not expensive but not buying" pushes up the price.

As a matter of fact, data show that goods with spread are not limited to brand footwear.

A survey conducted by a business department shows that the price difference between 20 brands of high-end consumer goods, such as watches, bags, clothing, liquor and electronic products, is obvious at home and abroad.

However, in order to retain the domestic market, some brands have increased the market price of overseas products, while reducing the price of the mainland to narrow the price gap between the two places. Taking Clinique butter as an example, it raised the price of HK $20 per bottle in the Hongkong area, priced at HK $360 (that is, 288 yuan), and at the same time, the price in the mainland was reduced by 20% at a price of 340 yuan.

Insiders pointed out that in addition to taxes and fees, this is also related to the consumer psychology of domestic consumers. "Many people will directly judge the quality of the brand according to the price, so many brands will play a price tag in order to cater to the consumers' psychology."

More brand insiders say, "some consumers have a mentality that is not expensive but not bought, so the price of goods is very high but they can still sell."

Phenomenon two: the difference between the two goods in the same place is 100 yuan.

Miss Liang also suffered the price difference. "I bought two CAT climbing shoes last month at the modern department store in Guangzhou, and finished ten percent off 1190 yuan."

When she was on a business trip to Shanghai last weekend, she found that the price of the CAT in the plaza was 898 yuan, and the shopping mall was engaged in activities, with a conversion of less than 500 yuan.

Miss Chen saw a ZARA in Hongkong.

But in Guangzhou's ZARA shop, she couldn't find the style she wanted.

Analysis: dark market price rises

Senior industry insiders said that the price of the same brand in domestic counters is uniform, but it does not exclude the "entry fee" of some shopping malls.

According to the introduction, the commodity enters the shopping mall supermarket, has the entrance fee, the upper frame expense, the advertisement expense, the promotion expense, the annual festival expense and so on.

"Shopping malls should draw 20%~30% points, distributors will have profits at every level, and prices will also rise."

Moreover, different brands of different brands will appear in different cities and even different branches of the same city.

According to people familiar with the matter, taking ZARA as an example, each store manager will choose the style suitable for his store according to the characteristics of his city and its consumers.

Ma Gang, an independent commentator, said, "prices are different because of the different preferences of department stores and franchised stores.

Take ZARA as an example, its cargo is distributed globally by the Spanish logistics distribution center, which may result in the price difference at home and abroad due to the increase in freight costs. "

Phenomenon three: fast fashion brand is fast and not heavy.

Miss Li bought a silk shirt at the H&M shop in Zhonghua Plaza, Guangzhou. After returning home, she found many threads in the lining of her clothes.

Xiaoqin, who is studying in France, said, "I love to visit these stores in China because ZARA and H&M products are updated very fast."

"But in France, these brands are not the high-end brands of their own imagination."

Analysis: fast and new, ignoring quality.

According to industry sources, since last year, these fast fashion brands have become "frequent customers" in the list of substandard products of industrial and commercial departments and quality inspection departments in various parts of the country, and there are endless problems in color fastness, pH value and fiber content.

A professional who engaged in textile testing revealed that in general, clothing testing takes 3~5 days at a time. If clothes fail, it will take 7~10 days to re check, and for fast fashion companies, one day's delay may lead to product failure.

"Fast fashion brands often focus on style and fashion, and the quality of clothes is often ignored by them."

Independent commentator Ma Gang said.

How to solve the quality problem of fast fashion clothes production? The apparel industry insiders say that fast fashion is a double-edged sword, and brands need to find the most healthy balance between quick response mechanism and quality control.