When Will The "Double Standard" Of Luxury Goods Be Concluded?

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People always associate words such as "rich handsome" and "white Fu Mei".

Relying on these poor people, a few luxury goods giants have been entrenched in the top of the ecological chain, and the high gross margins are also envious of other industries.

However, as foreign exchanges become more and more convenient and information becomes more and more pparent, there is a phenomenon that can not be ignored. Many times, Chinese people have to buy the same products at higher prices than Europeans and Europeans.

Luxury goods in China are far more expensive than overseas.

According to the previous investigation by the Ministry of Commerce, the prices of 20 kinds of high-end consumer goods, such as watches, bags, clothing and so on, are 45% higher than those in Hongkong, 51% higher than that in the United States, and 72% higher than those in France.

A survey conducted by the luxury research center of the University of foreign trade and economics found that the price difference between the domestic and foreign watches in the Chinese market was 100%-350%, the difference between jewelry prices was 20%-80%, the price difference of luggage and leather goods was about 30%, while the price difference of cosmetics was 40%-120%, the highest even reached 188.5%.

Such a price increase exists not only in luxury goods, but even in general products, such as VEROMODA, GUESS, Adidas, NIKE and other brands, there are different price differences in the overseas market and the Chinese market.

In the US, adult sports shoes usually range from 80 to 120 dollars, and the cost is about 550 to 800 yuan, which is about one to 20% cheaper than the stores in China's Adidas or NIKE stores.

In short, the rate of increase is directly proportional to the audience of the brand.

The difference between the top price difference of the MDX and the Audi Q7 is less than US $twenty thousand, but in China, the gap is 600 thousand yuan.

The same principle can be applied to the clothing market. No matter how expensive the brand is, no matter how high the price is, it can not stop the enthusiasm of consumers. At the same time, the pursuit of consumers also provides the company with room to increase the price.

The best example is Hermes's platinum package, which is rare in all the stores in China, so that the price increase of 50% is reasonable.

The World Luxury Association released the Chinese consumer satisfaction survey, which shows that luxury brands offer double standard services to Chinese consumers and other European countries, such as Prada,

,

The top three respectively.

The current lack of luxury after-sales service in China makes domestic consumers sigh "can not afford to hurt".

According to consumers, tens of thousands of yuan or even more than 10 million yuan to buy the international brand goods, encountered bags cleaning, loss of belt buckle, belt cracks, metal discoloration and other small problems appear, in some of the domestic "big name" brand shop can not be solved.

Many consumers have questioned the international standard of "double standards" for Chinese consumers.

It is reported that many well-known international luxury brands in other foreign markets, mostly rely on stores to solve all after-sales service problems.

In Europe, most of the complaints from luxury brands to consumers will be resolved in time. Consumers can enjoy the service of "no need to repair" when they go to the store, but even in China, basic cleaning and minor repairs can not be provided.

"Complaint handling is not timely", "maintenance time is too long" and "maintenance price is too high" has become the "characteristic" that European luxury brands are criticised for consumers in China.

The report shows that only in the world's most consuming Chinese market, the performance of luxury brands has not been fully satisfied with consumers. The average annual sales complaints of a luxury brand in China are more than 65% over that of Europe.

According to the World Luxury Association, the lack of luxury sale service in China is mainly due to the low cost of expansion in China's commercial market, and the "big names" of the international community are eager to be in Hua Kuozhang and open shop quickly, but neglect the training and management of sales and service teams. At the same time, most consumers in China do not care.

Pay more attention to the trademark itself, which also makes these brands no longer pay attention to pre - cultural communication.

Some experts believe that these big brands themselves have market hegemony, and they always feel that developing countries are low-level and think they can flicker.

Secondly, the legal system is not perfect, China's consumer protection laws and regulations are not perfect, protect the market, protect consumers' ability is insufficient, when consumers' rights and interests are infringed upon, there is no complete law to protect them.

The World Luxury Association believes that the global luxury brand stores should integrate their after-sales service, but not double standards and discriminate treatment because of the different places of purchase.

Xiaobian believes that luxury goods, which are known as luxury goods, must have other aspects that ordinary brands can not match, and should be far superior to other brands in terms of service and word of mouth. However, some European big brands' "double standard" strategy is really "chilling" for consumers in the Chinese market.