The Higher The Price, The More Hot It Is? What Is The Magic Trick Of Luxury Brand Pricing?

Luxury brands generally raise their prices by more than 10%.

Status quo: big players generally raise their prices by more than 10%.

"Dior rises in price, Chanel rises in price, LV rises in price, Shenma is rising in price, luxury goods are getting more and more inadequate!" After knowing the news of the rise in the price of luxury goods, many netizens " Lament " As a matter of fact, since the beginning of this year, luxury brands have been planning to increase their prices.

Reporters visited the most Luxe Plaza in Guangzhou, and found that the products of various industries increased in varying degrees, especially in classical style. For example, the classic Dior Lady Dior bag trumpet price is 21500 yuan, the current price is 25000 yuan, the original price of medium is 25000 yuan, the current price is 29000 yuan, and the helicopter price is 4000 yuan. In the Cartier counter, the price of the "Rose Gold semi drill LOVE series" bracelet is 76 thousand yuan, which is raised by about 12 thousand yuan compared with the price of about 64 thousand yuan before the price rise. LV has also recently reported price increases, averaging 6%. A black NOE champagne bag price rose from 16000 yuan to 19000 yuan. LV's Neverfull medium handbag is priced at 5800 yuan to 6500 yuan, an increase of 12%. Herm s's original price 80 thousand yuan Birkin Bai Jin Bao, after the price rises sold 92 thousand yuan.

Of course, the price increase is more than brand name bags. The price of the list that best represents the status of the rich is also rising sharply. The Chinese people's favorite Rolex unified price adjustment is 5%. Among them, a "Hao Shi" table from 38800 yuan to 40900 yuan, up 2100 yuan. According to media reports, the most powerful is a weekly calendar action watch, which has risen by more than 10 thousand yuan.

Not only is the price of luxury products getting worse, but in recent years, luxury items and styles are becoming less and less. "Before going to Hongkong Gucci store, occasionally can be able to use 30 percent off of the price to look good classic canvas, the number of discounts this year is poor, look can not look, more and more difficult to pick." Candy, who is in the advertising industry, is a big reporter.

Survey: rising value of raw materials and depreciation of Euro

Let's hear the chief executive of Herm s group Tomas recently released: "as the raw materials are rising, half of the annual sales of Herm s will come from leather goods, and then Herm Herm s will gradually increase prices." Indeed, this year, Leatherwear There is a small increase in the price of raw materials. For the product itself, the cost is increased to a certain extent. But it would be ridiculous to take the bull's skin as a reason for a substantial increase in prices. For tens of thousands of Herm s hermes bags, the cost of cowhide is less than 1/1000, and the impact of rising raw materials on the price is negligible. {page_break}

Worse than the rise in raw materials is the depreciation of the euro. As we all know, Europe is an important place to be rich in luxury brands. depreciation Will affect the value of luxury brands, leading to higher prices for luxury goods. The European luxury group's market strategy is very clear. The main reason for the rise in the price of luxury goods is to retain the high value image of the brand. Any market condition that affects the shrinking of the luxury brand image will lead to a rise in the price of luxury goods. The price adjustment in the European market will enable the rest of the world to raise the price of some or all of the commodities according to the floating ratio of the European market.

Janny, marketing director of luxury website, said in an interview that there is another reason why luxury goods have substantially increased in the Chinese market. For a while, the state has just announced the reduction of import tariffs on luxury goods, and domestic luxury goods prices should be reduced by about 12%. In the face of such a market environment, luxury brands eventually choose to raise the prices of goods in China to maintain the high priced brand image of luxury goods.

All of these are objective factors that can not be ignored. But at Tianya forum, many netizens have published their own prices for luxury goods. High perspicacity 。 More reliable is the view of netizen Melaine, taking advantage of everyone's rising price, luxury brands seize this momentum and attract more consumers in the name of price increase. And after this price surge, it turned into a situation of "no place after the mad rush."

　　影响：价格越涨越热卖

For luxury goods, although prices are rising every year, they are mostly minor adjustments, with a basic control of around 5%. This year's 10% or 20% increase is rare. Will such a big price increase affect the sale of luxury goods? Reporters found an amazing scene in the Herm s store of Libai Square: only one bag remained on the shelf, and the rest sold out. And LV shops, stream of people in an endless stream, in just ten minutes, there have been several orders. Reporters in Gucci, Celine and other stores saw the same hot buying scene. The salesperson also indicated that the recent sales had not been affected. Many customers came directly to purchase with the product number, and did not ask whether the price would rise. It seems that buying luxury goods and buying a house will be more and more popular.

For this phenomenon, Ouyang Kun, micro-blog's chief representative of the World Luxury Association, said that the rise in the price of luxury goods would not lead to the loss of consumers, but would accelerate the growth rate of brands. Luxury purchases are not like buying drinks at supermarkets, they are bought and bought. Luxury is a hunger marketing. Goods are in short supply. Many want to buy, they can't buy. They have to order.

Chinese consumers generally have the mentality of buying or selling. If they do not buy them now, they are worried that commodity prices will rise again. Luxury goods are necessities for specific consumer groups in China. Since they are necessities, they will go up if they do not buy. They must be bought. From the brand point of view, by increasing the price, it can also increase the value of the brand, and pass it on to the consumers, that is, you bought the right price and appreciated it. After appreciation, it caters to the psychology of Chinese consumers and makes them feel that they are not buying well, so that they will spend 3 times the money to repeat consumption. This just caters to the brand strategy, and the more and more it buys and buys, the more it rises.

Another interesting statistic is that in China, up to half of the luxuries are consumed as gifts. In the face of such a strong market, luxury brands are holding on to the "Eastward March". Price increases are no longer a risky decision. In the face of the economic downturn and the depressed market in Europe and America, the Chinese people are too "force"!