The Pricing Strategy Of Luxury Goods Is Unique.

Luxury goods are unique in pricing, enough to increase the mystery of their products to ordinary people. Consumers will try to decipher their high price from all aspects of the commodity, and the higher the price is, the more mysterious it is for consumers.

The industry pointed out that the luxury goods of some clothing brand luxury shops often play the role of "anchor", which is the price ceiling for those luxury goods that can not be clearly priced. Consumer After a period of time in an environment full of expensive goods, it will be compared with other commodities around the top price.

In most Luxury goods In shops, it is easy to observe, in those Sky high price goods There will always be a lot of products that are small in size, simple in material and slightly craftier, so that consumers will be able to see a lot of luxuries that are relatively low in price according to the standard of high price goods.

Another art of pricing is market segmentation. "Each brand decides its own pricing strategy, in fact, it means determining their market segments, and which brands will compete in the future." Michel Guzez pointed out that for example, in France, chanel handbags average price of 3000 euros, other brands in 1000 to 1500 euros, the average price of some new brands in the United States is around 400 euros.

This shows that Gucci is not competing directly with Chanel but competing with the company. Although the two brands have high priced products and low price products, their average price is almost the same, which means that the products they are pushing are within the price range.

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China's luxury market began to slow down in 2014, and many people were not optimistic about the luxury market. A.T. Kearney, a famous American management consulting firm, believes that China's luxury market has entered a mature stage. About 11-15 luxury brands have entered the market. China is still the place where luxury goods shine in the eyes of Coneal.

The A.T.Kearney global retail development index report shows that, according to the entry situation of luxury goods in different countries and regions, the "mature", "middle" and "emerging" three markets are divided from the number of entry brands. Among them, China, Brazil, Kuwait, Malaysia, Russia and Saudi Arabia are listed in the mature market. About 10-15 brands will enter. Secondly, India, Mexico, Jordan and Columbia are included in the "middle market". About 6-10 brands will enter, and intelligence, Sri Lanka and Uruguay are listed in the "emerging market", with about 5 brands entering.

According to the research report, "emerging markets" are very important for brands because they account for 30% of the global luxury market. From the perspective of luxury market strategy, "emerging markets" need brand focus to overcome the difficulties initially entering the market, but in the long run, they will gain greater benefits. For China and other countries, the risk of brand experience in the market is relatively low, but in the face of all kinds of competition, it is relatively fierce. For the "middle market", brand needs to create a positive brand image, and ready to seize the opportunity to become a top brand.