Luxury value preservation is a false proposition
Jinqiu is also married in the wedding season. In recent years, many newcomers like to buy a luxury gift to each other to show their love. Most of them think of the value-preserving function of luxury goods. Is this really the case? There is a bridge in the movie "Beijing Meets Seattle". Tang Jia, the heroine played by Tang Wei, took her famous brand bags to the roadside for sale. However, these brand-name bags such as Hermès, Dior and LV sold at ultra-low prices are not available. Can attract the attention of passers-by. Recently released "2016 second-hand luxury goods report" pointed out that in the second-hand luxury goods market, the price of unused luxury goods is generally 4-7 fold, down to 2 fold. Tens of thousands of bags change hands Ms. Yan of Liuzhou decided to dispose of the luxury goods left by her sister because her sister settled in the United States. What she expected was that “these bags are very expensive to buy and I can’t think of selling them so cheap!†said Ms. Yu, these handbags. When my sister went to Europe and Hong Kong, Macau and other places to buy back, the counter sales bills have been retained, and she usually pays more attention to the maintenance of handbags, looks very new, second-hand price is still a little difficult to accept her. Why are the carefully maintained second-hand luxury goods only "selling"? Mr. Liang, who has been engaged in luxury maintenance and repairs, told reporters that second-hand luxury goods cannot sell the price that is satisfactory to the seller. The general direct reason is the difference in regional pricing. As we all know, luxury goods pricing in mainland China is one of the best in the world. Pricing in many regions, such as Europe and the United States, Japan, is only 50% to 20% off domestic counters. If you encounter a discount on the season, or go to a discount store, the price difference will be even greater. Some customers who are accustomed to buying luxury goods in the counters in the Mainland are often unacceptable for the low prices of second-hand recycling stores. They think that the bags bought in 10,000 yuan have only been used once or twice. How can they only sell one thousand? ,several hundred? But in fact, foreign pricing is originally a few thousand dollars. Mr. Liang believes that luxury goods are consumables, and as long as they are labeled with second-hand labels, their prices will be greatly reduced. Preservation is just a gimmick In fact, the behavior of luxury goods rising year after year in the eyes of experts is just a means for merchants to maintain the high-end image and strengthen the role of “preservation†and “value-addedâ€. And this also caters to the purchasing psychology of some consumers: After all, the same package, today's price is much more expensive than 10 years ago, this is definitely a temptation. Fashion luxury goods such as bags, jewelry, watches, etc. that appear in marriage are daily necessities. Most of the fashion luxury goods have no added value, and if they are used, they are even worse. Mr. Li, a regional manager of Liuzhou, who has been engaged in the sales of well-known jewellery, takes gold bracelets as an example. The price of a new 24K gold bracelet this year is 60,000 yuan, but the cost is about 10,000 yuan, and the brand added value accounts for the majority. The price space is not high. Even if its price doubles in a few years, once it enters the second-hand market, its price is only about 50% off. If it is used, it will be worthless. Let's look at the watch again. An OMEGA constellation female watch sold in Nanning stores has a new invoice. The domestic counter price is over 50,000 yuan, and the recycling price is less than 20,000 yuan. Second-hand luxury goods identification is difficult “The luxury value-added value that luxury brands themselves have always emphasized is their marketing gimmick. And the luxury goods they sell in the Chinese market are basically consumption-oriented luxury goods, which actually have wear rate.†Mr. Li told reporters In his view, the annual price increase behavior of luxury goods manufacturers is a market means, in order to maintain their brand image and brand value, deliberately. Unless there are very few luxury items, they may be real, such as custom, or limited edition, very precious special models. In addition to the fact that some of these products have a certain appreciation space, basically the value they create by raising prices is indeed a misleading. Many luxury brands emphasize their own concept of value-added when they sell in the market. In addition to emphasizing the craftsmanship and cultural history of luxury goods, they also emphasize the preservation and appreciation of the characteristics. The preservation and appreciation of luxury goods can be verified in the secondary market, because the primary market cannot be verified. According to industry insiders, in addition to second-hand luxury websites such as “small fishâ€, second-hand luxury goods have also spawned many second-hand luxury service platforms. Despite the huge market space in the domestic second-hand luxury goods market, the development is not standardized. Since luxury brands do not provide identification services, the identification results of third-party appraisal organizations are doubtful, and the state has not yet issued relevant industry standards. The authenticity identification has become a difficult problem in the luxury goods industry. Therefore, when choosing a luxury item for marriage, you must think twice before you go. 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