"Hunger Marketing" Luxury Brands Are Common.

< p > > the world's < a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > a href= "//www.sjfzxm.com/" target= "//www.sjfzxm.com/" > shoes "< hat > net" Xiaobian introduced to everyone is the luxury brand "hunger marketing" is common, 90% of the value is not at all.

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< p > recently, Gucci launched the 2014 Ma year limited money. In order to celebrate "50 years old", the Chopard (Chopin) watch brand launched the limited edition L.U.C1963 watch; the fashion brand CHLOE (coy) issued a new limited edition fragrance accessory Ally, which is expected to be released in mid February.

Luxury brand "hunger marketing" strategy is common, so many people think that luxury goods can be maintained and added value.

However, many luxury goods do not seem to be as strong as they think.

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< p > in some luxury second-hand stores, LV, CHANEL, GUCCI, PRADA and other brand leather products are priced according to the old and new degree, but the price is less than the original price, which is obviously against the "hedge".

Whether the value of luxury goods can be maintained or increased? Zhou Ting, President of the Institute of wealth and quality, pointed out that the price rise of new products and the preservation of value after purchase are two different things, and 90% of luxuries are simply not worth preserving.

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< p > by the Research Institute of wealth quality, the total amount of luxury goods that domestic consumers can circulate for two times is about 300 billion yuan, showing an annual growth rate of about 20%.

The survey found that most people believe that luxury goods can be preserved because the price of luxury goods is rising every year.

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< p > the latest news shows that HERMES has sounded a new round of price increase at the beginning of this year.

According to US media reports, the latest data survey shows that international luxury brands including LV, CHANEL, DIOR and other large leather products have increased their prices in 2013, and the price increases have exceeded 10%.

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< p > industry insiders say, < a href= "//www.sjfzxm.com/news/index_f.asp" > Product > /a > price consists of production cost, R & D cost, marketing cost, sales cost, management fee, exchange profit and loss, reasonable profit and brand premium.

However, the pricing mode of luxury goods is different from that of general merchandise. It is decided by its characteristics that the brand image and brand value can be maintained by raising prices.

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< p > Zhou Ting, President of the Institute of wealth and quality research, 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 > in addition to the "price increase" way, "hunger marketing" has become the customary method of high-end brands, and this characteristic of luxury goods coincides with "preservation and appreciation".

It is understood that many luxury brands frequently adopt the method of "hunger marketing". HERMES officials have always claimed that they are subject to capacity, and the classic packages Birkin and Kelly priced from 70 thousand to 300 thousand yuan are out of stock for many years.

According to Ms. Li, who is engaged in purchasing business, "ordering a Hermes Birkin and Kelly queue for 35 years is not a legend. It is a truly" restricted purchase ".

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"P" and "scarcity" are precisely the key to preserving and increasing the value of products. Therefore, many consumers believe that luxury goods, whether they are resources, or luxury goods with a long history and limited product, are relatively large in value preservation and appreciation.

The limit also made some luxury brands realize "value added and value preservation".

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< p > but not all limited editions can preserve and increase value.

In 2013, the report on second hand luxury goods pointed out that many of them are counterfeit limited and false commemorative funds, and the quantity of them is not so small that they can be insured.

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< p > < < a href= > //www.sjfzxm.com/news/index_s.asp > > luxuries < /a > preservation is absolutely false. Feng Jianjun, an expert in daily chemicals and luxury goods industry, said: "luxury is also a consumable, and consumables to a certain extent, a little worse in keeping value."

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