Experts Analyze The Mystery Of Luxury Price Increases: Buying And Selling More And More

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< p > Hermes has released price information recently, on the grounds of rising raw material prices and exchange rate fluctuations.

However, in the view of netizens, it is only a reason to raise prices regularly.

Some experts believe that raising prices has become a strategy of "absorbing gold" for luxury goods.

However, luxury consumption is now "rising and buying", and people never shrink because of rising prices.

Why can't the price rise stop consumers' enthusiasm? < /p >

< p > < strong > < a > href= > //www.sjfzxm.com/ > > luxury > /a > rising voice > /strong > /p >

Hermes released information on the price increase during the first half of the year when it announced P.

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< p > Hermes ascribed the price increase to the rising price of raw materials such as silk, < a href= "//www.sjfzxm.com/" target= "_blank" > leather < /a > and the fluctuation of exchange rate.

But this reason has been sped up by many netizens.

Some netizens say luxury is nothing more than finding a reason to raise prices regularly.

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< p > in addition, the Legal Evening News reported that following the comprehensive price adjustment of the famous brand Louis Weedon (LV) in the mainland and Macao in February 19th, LV recently launched the global price adjustment again.

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< p > earlier, Dior women's wear counters also quietly raised the prices of some commodities, mainly related to some leather goods.

Before Dior, brands such as GUCCI, Cartier and Celine had been updated in the past few months.

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< p > < strong > price increase: an excuse for "absorbing gold" < /strong > /p >

P, the annual price increase of many luxury brands has led to a larger price increase in luxury goods over the past few years.

According to statistics from the US Bureau of labor statistics, the price of luxury goods has increased by 60% in the past 10 years.

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< p > some experts say that raising prices has become a strategy of "absorbing gold" for luxury goods, but the "excuse" of each price increase is different.

The most common reason for raising prices is the rising cost of raw materials.

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< p > actually, cost has never been the real reason for the rise of luxury goods.

So what are the components of the luxury price? < /p >

< p > in principle, product price = production cost + R & D cost + marketing expenses + sales expenses + management fees + exchange gains and losses + reasonable profit + brand premium.

But the pricing principle of luxury goods is never the same as that of general consumer goods.

His first priority is to maintain the fundamental character of high price, which is the spiritual value of luxury goods.

The value of luxury goods is psychological value. General consumer goods emphasize functional value.

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< p > "inflation, raw materials and labor costs rise are all objective reasons. Raising prices is a strategy for luxury brands to maintain their high-end image."

Zhou Ting, President of the Institute of wealth and quality, believes that the real reason for the rise in the price of luxury goods lies in the price strategy. Brand value is the core of pricing, and the high price strategy has always been a way for luxury goods to maintain their high status.

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< p > industry insiders admit that the pricing of luxury brands is regulated according to the market. Regulation is based on the purchasing power of consumers in different markets. "The consumer market in recent years also reflects the strong purchasing power of Asian markets, especially the Chinese market, and the high-end luxury brands do well in the domestic business, and the higher the price is, the better the sales volume is. The more consumers agree, the branding business will naturally be happy to raise the price."

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< p > < strong > why can't the price rise stop the enthusiasm of China's < a href= "http://cailiao.sjfzxm.com/Matertial/show/default.aspx" > consumer < /a > /strong > /p >

< p > as mentioned above, for the first-rate luxury leather goods and watches, the markup is more a marketing strategy, and the "limit" is to create a scarcity.

It can be said that luxury consumption is currently "increasing and buying" situation, and the biggest fans of real estate never shrink back because of rising prices.

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< p > a luxury cosmetic brand executive revealed that the power of China's retail market is still relatively strong. Consumers who buy luxury cosmetics tend to think that the more expensive the better, the higher prices will not cause consumers to lose, but they will be considered to have better product quality.

Brands need to find ways to sell more than competitors.

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"P", of course, can not be denied that many of the pursuit of luxury products because of the traditional manufacturing process, high quality assurance.

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< p > in addition, the annual price increase of the brand has also contributed to the emergence of a new investment project, that is, "luxury investment".

The classic brands of luxury brands such as Chanel, LV, Dior and so on have changed little and become a comparable benchmark.

Seeing that this year's classic is 30% more expensive than a few years ago, consumers will think that the brand's < a href= "//www.sjfzxm.com/" target= "_blank" > clothing "/a", jewelry, handbags, watches are on the rise.

Therefore, even if the price rises, there will be a large number of fans competing for it.

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"P", and the psychological implication of luxury goods for buyers, as well as the status they represent, also make the demand for luxury goods even higher than demand.

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< p > Senior buyers in the industry say that many of the top brands such as Hermes, Chanel, LV, Dior and so on are consciously cultivating their "classic" handbags, such as Hermes's "platinum bag", Chanel 2.55 handbags, LV's Speedy handbags, Dior's Lady Dior and so on.

These classic sections have gradually become a symbol of status and status in the minds of consumers.

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The situation is even more expensive than p watches.

Insiders say that a few top watch brands have symbolic significance in the rich community. The rich think they must have such a watch to prove that they are successful.

The rich in China feel that owning this watch will be a small circle of the richest and most identities. It is a status symbol.

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P also has a unique phenomenon in China, which plays an important role in luxury products in the gift market.

In China, luxury consumption accounts for a considerable proportion of gift consumption, and this "insensitive to price" group also supports the luxury a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > high growth < /a > to a certain extent.

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