Luxury Value Is The Biggest Selling Point.

On the occasion of the handover of spring and summer, Luxury goods Every year, the price increase every year is called habitual price increase. Although the growth rate of luxury goods has slowed down in the past two years, it has not affected its customary rise in price.

Shang Pu consulting industry analyst pointed out: as a luxury, price is undoubtedly one of its more important forms, so luxury goods need constant price adjustment to maintain brand positioning and image. With the arrival of the peak season of luxury consumption, the action of increasing the price of related brands is on the agenda.

Many luxury goods began to rise in price. From April 14th onwards, Chanel rose to 15%. Relevant data show that in 2010 and 2011, the price adjustment rates of Chanel were 20%-40% and 20%-30% respectively, while the price adjustment in 2012 was 10%~15%, roughly estimated that Chanel had risen more than 15% in 5 years. Most of Cartire's products have been price adjustment since April 21st. Although the price adjustment range has not been announced, the price increase of different products is different. It is expected that the price increase will be between 6% and 10%. Ferragamo includes Clothes & Accessories Leather goods and shoes Some products such as shoes have been raised in April 18th, and the increase has ranged from several hundred yuan to 1000 yuan.

Although the Asian luxury market led by China has been in the doldrums for the past two years, it is not caused by the excessive price of the terminal, but rather by the intensified anti-corruption efforts. Raw materials are also the culprit of soaring prices. The fashionable and high-quality fur, the crocodile skin or lamb skin, and so on, are more precious with the limited raw materials. When there is market demand, the price of the boutique will only increase and the price will not be reduced, which will cause the market demand to become white hot. However, the rising price of luxury goods is more of a marketing method, which not only protects the luxury image of the brand itself, but also caters to the psychological needs of the buying group. In the luxury sales market, high prices will not hinder sales, but will stimulate consumers' desire to buy and sell. Consumers of luxury goods are not sensitive to price, and even the increase of 5%-10% will not affect buyers' purchasing behavior.

"2014-2017 years of in-depth research and investment strategy planning analysis of China's luxury goods industry" released by Shang Pu consulting shows that for luxury goods, high prices are not affordable to everyone. But high unit prices can create rare features that attract real financial resources. Consumer Creating the desire to buy, rare value is the biggest selling point of luxury goods.