Why are counters so expensive? Revealing the Pricing Logic Behind Luxury Goods
When shopping, many people will wonder: Why are the prices of counters always so much more expensive than online or purchasing channels? Especially for luxury goods, the price of counters is often 30% or even more than other channels. This article will combine popular topics and hot content in the past 10 days to analyze the reasons behind the high prices of the counter, and display relevant cases through structured data.
1. Five core reasons for high prices in counters
1.Brand premium: Luxury goods are not only goods, but also a symbol of identity and taste. Brands maintain their high-end image through high prices and attract specific consumer groups.
2.Operating Costs: Counters are usually located in high-end shopping malls, and the rent, labor, decoration and other costs are high. Here is a set of comparison data:
| Cost Type | Special counter (year) | Online Channels (Year) |
|---|---|---|
| rent | 500,000-2 million | 50,000-200,000 |
| Artificial | 200,000-500,000 | 50,000-150,000 |
| furnish | 1-3 million | 10,000-100,000 |
3.Service experience: The counter provides value-added services such as one-to-one consulting, after-sales maintenance, etc., and these costs are ultimately reflected in the price of the product.
4.Supply Chain Control: The brand strictly controls counter channels to ensure the authenticity and scarcity of products and avoid price wars.
5.Tax and fee differences: Imported goods need to pay tariffs, value-added tax, etc. in the counter, and purchasing agents may avoid taxes through gray channels.
2. Comparison of counter prices and purchasing prices of popular brands (data in the past 10 days)
| brand | commodity | Counter price (yuan) | Purchase price (yuan) | Price spread rate |
|---|---|---|---|---|
| Louis Vuitton | Neverfull handbag | 14,500 | 9,800 | 48% |
| Gucci | Marmont Chain Pack | 18,900 | 12,500 | 51% |
| Chanel | Classic CF medium size | 65,800 | 42,000 | 57% |
3. How do consumers view the high prices of counters?
According to recent social media discussions and research data, consumers' attitudes towards high prices in counters are divided into the following categories:
1.Loyalists(35%): I believe that counter purchases can guarantee authentic products and after-sales service, and I am willing to pay for peace of mind.
2.Price-performance ratio(45%): Purchase through purchasing agents or second-hand platforms, focusing on actual use value.
3.Mixed pie(20%): Buy classic models at the counter, and choose other channels for seasonal items.
4. Industry trend: Will the price of counters drop?
From recent brand trends, counter prices will not be significantly lowered in the short term, but the following changes may occur:
1.Digital experience: Reduce some operating costs through AR try-ons, online appointments, etc.
2.Member exclusive discount: Provide hidden discounts for high-net-worth customers to maintain the price system while enhancing stickiness.
3.Environmentally friendly packaging: Reduce excessive packaging and reduce costs while catering to sustainable development trends.
Summarize: The high price of the counter is the result of the combined effect of brand positioning, operating costs and consumer psychology. For consumers, whether to choose a counter depends on the importance of brand value, genuine product protection and service. Only by understanding the logic behind it can we make smarter consumer decisions.
(The full text is about 850 words in total)
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