Mainland'S Unified Pricing Of Luxury Goods Astronomical Figures To Meet Consumer Psychology

A LV bag sells for tens of thousands of dollars, and a Prada dress is often priced at five figures.

How high is the cost of luxury goods? Why is it so different from the price of similar products?

A public query

Big clothing is sold at 80 percent off and 70 percent off. How much is the cost?

"A few days ago wanted to add some clothes and shoes, some foreign brands of boots were discounted, the original price was more than 4000 yuan, and the discount was only 1000 yuan.

80 percent off, 70 percent off of the clothes are very many, many are foreign brands.

"1000 yuan boots are still very expensive. If you sell them at the original price, how much do you want to earn?" said Ms. Xu, the discount is so large that it should not be sold at a loss. The luxury of tens of thousands of dollars, let alone sell tens of thousands of yuan for a bag, and the cost price is so high? "Is the pricing of these luxury brands abroad a bit off the mark? The price of many high simulation products is much lower, and the price of domestic products priced at 1 to 1 is only around 1000 yuan. Why is the difference so big?"

A LV bag sells for tens of thousands of yuan, a Prada dress price five figures, how much is the cost of luxury goods? How big is the profit space?

"LV, Prada, Burberry and other international luxury luxury goods, how much is the cost, even the salesperson in the shop is not clear.

But one thing is for sure, the mainland is unified pricing, and the other side of Hongkong is cheaper, which is a tax issue. "

Wang Yan, who was engaged in luxury sales in a shopping mall in Qingdao in January 15th, told reporters: "these luxury stores in Qingdao are sold at a price tag almost without any discount.

Tens of thousands of dollars, the profits may be very high.

Even at such a high price, people who buy are still in the rush.

Sometimes, the outdated style will have a short discount, but the discount will be around 20 percent off.

B reporter survey

No price cuts, no price cuts.

"In recent years, I have been engaged in sales work in this area, and my colleagues have sold bags in a well-known luxury store.

The price of bags is generally above 10000 yuan. In this industry, the price is not a problem.

If the price is low, it will be cold. "

Wang Yan said, "but the cost of many luxury brands is indeed high.

For example, Burberry uses a waterproof, crease resistant, breathable and durable fabric, pure handcraft.

"The consumption crowd of luxury goods is there, the price is really a floating cloud.

Even in the off-season, customers are scarce and seldom sell at a discount.

If discount or price reduction, it will give customers an illusion that the quality of products is problematic and the style is out of date. Therefore, strictly speaking, luxury goods are not ordinary goods, and prices vary greatly with the supply relationship.

When the cost of luxury goods rises, it will rise in price. When it is difficult to sell, there will be little price reduction.

Wang Yan said.

"Think of it, luxury stores are all over the world, and for salesmen, wages are stable and their incomes are very high. Even if the products are not sold well, there is no hurry."

Wang Yan told reporters, "a few years ago, after the approval of the headquarters, the design may be launched in a specific period, so there will be a small discount for such products.

Discounts are generally the lowest level of luxury goods consumers, with a monthly salary of over 10000 yuan.

Mainstream people still buy new models. "

Astronomical figures only satisfy consumer psychology.

Why do we spend astronomical amounts of money on luxuries and have a Qingdao girl worth more than 10000 yuan? Wang Jianan told reporters frankly that "satisfaction is still psychological."

When you go out to participate in the event, we all get together to use brand-name products. Can you still buy it? Thousands of cosmetics are not luxury.

"If the LV package price is 500 yuan, everyone's response will be the same: fake.

Now more and more consumers are bringing cash to buy luxury goods, and there is a secretary next to it.

Five digit or even six digit luxury has become a symbol of status.

Wang Yan said, "now the upsurge in the consumption crowd and the rich two generation are all such psychological, astronomical figures are their showing off capital.

Hundreds of dollars of wallet can not go out to show off.

Therefore, luxury goods are also best sold. There is no need to bargain. Basically, there is no need to waste words.

For the sky high price of luxury goods, Ouyang Kun, the chief representative of China Representative Office of the World Luxury Association, said that whether Chinese people buy luxuries is not dependent on their income and age, but on their consumption psychology.

In the luxury industry, price is only a symbol. Brand branding brings consumers boundless sense of glory.

Nowadays, luxury consumers in China are rich in luxury brand knowledge. In a fashion led society, they have a high collective pursuit and consumer psychology of luxury goods.

Luxury goods earn the highest profits in all industries.

"The cost of luxury goods has a formula: raw material + processing cost + luxury brand value + market public relations cost + flagship store annual cost plus tariff and government tax rate = actual sales price, high cost and high profit."

The value of luxury goods is quite different from the value of sale because the true value of luxury lies in brand, not in itself.

The success of a luxury brand is the result of continuous operation and investment. "

Ouyang Kun analysis said that the profits of the luxury goods in the market can not be compared to any other industry, which is also the price reason for luxury goods.

According to the introduction, the brand value of luxury goods costs has become an important one, while raw materials and processing costs are relatively low. Taxes and tax rates are also part of the price impact.

Li Xiaodong, who has worked in France for a long time, told reporters that luxury goods in France are cheaper than in China, and the price difference is about 20%.

"There are only one luxury stores, one month sales can be over ten million yuan, and the cost is very rich."

Wang Yan said, "if it's a luxury brand, don't believe it if you are jumping off the floor.

If you want to own luxury goods, do not want to spend more money, you can buy second-hand goods, do not easily believe that the online sale, hundreds of yuan LV package can not be true.

Luxury goods abroad are not extravagant, and dustmen also use LV bags.

Last year, the luxury goods market in Qingdao consumed 6 billion 500 million yuan, and the luxury goods of individual brands also appeared to be out of stock.

The industry has said that luxury goods in Qingdao are still relatively low.

"Brands like LV and Burberry are very common in foreign countries. They are no longer luxuries.

Walking on the street, many people use LV packages, using Burberry products.

For example, Italy's dustmen also use LV bags, but real rich people do not use these luxuries.

Mr. Xue introduced to reporters, "in foreign countries, rich people are ordering clothes, tailored, and the clothes they sell in the shop do not buy them.

In fact, several luxury brands sold in Qingdao are now lagging behind, and the style of foreign brands still circulated in the Qingdao market several years ago.

During holidays, many of the luxuries such as LV, COOSKIN and so on in New York shopping malls were Chinese and some bought several bags.

Instead, Americans' pursuit of these luxuries is not that crazy.

Guo Jin, who has lived in the United States for a long time, told reporters.