GUCCI And Other Foreign Brand Quality Services Have Repeatedly Problems.

On the streets of Beijing, reporters interviewed some consumers randomly to see what they had in mind. brand It's a luxury brand.

Consumers: CK is luxury, COACH also calculates. Luxury goods 。

Consumers: not to say that they can afford to buy anything.

Consumer: COACH It should be considered a luxury, and its price ranges from thousands to ten thousand, which should be considered a luxury in China.

GUESS the price gap between China and the US is ten times.

In the survey, reporters found that in addition to traditional LV, GUCCI, Cartire and other luxury brands, such brands as CK, GUESS and COACH are also absolutely luxuries in the eyes of the Chinese people. At a GUESS brand store in a shopping plaza in Beijing, the reporter saw that a pair of jeans from South Korea would be sold for 1690 yuan, even 1090 yuan from China's jeans, and there was no discount. But the salesperson told reporters that this brand is American and has brand value.

Salesperson: this brand is from the United States, but the production line is in Korea, because the Korean version is more suitable for Chinese people.

What's the price of these brands in the United States? Is it also as high as in China? Xiao Zhao has been studying in the United States for many years and knows all these brands in the United States.

Xiao Zhao: Generally speaking, GUESS is available in shopping malls, but the discount is generally cheap. Half the time is a discount, five or sixty dollars, but is it not the old discount?

In the United States, GUESS has a pair of jeans worth 50 US dollars, which is equivalent to 315 yuan. If we fight half off yuan for more than 150 yuan, according to Xiao Zhao's words, if you want to buy it, you can buy it very cheaply. Compared with the domestic discount of 1690 yuan, the price gap is even ten times.

COACH is a brand popular among white-collar workers, especially its ladies' handbag, which has been sought after by many young women. In the store of COACH, the reporter saw that an ordinary cloth bag here also needs three or four thousand yuan, if the price of the cortex is higher.

Reporter: what is this?

Salesperson: cowhide.

Reporter: how much is this?

Salesperson: 10500.

The clerk told reporters that the reason why the price is high is because it is a first-line brand. Is this the case? When reporters log on to the COACH website, they find the same bag sold in the US for more than 300 US dollars, equivalent to more than 2000 yuan, while the domestic price is as high as more than 5000, which basically doubled. Xiao Zhao said that COACH sells cheaper in the US's outlets, which can be bought for only $more than 100.

Xiao Zhao: because of its great discount in Ortles, sometimes it hits eighty percent off or seventy percent off. A bag of 400 yuan, and seventy percent off will be more than 100 yuan. {page_break}

More than 100 dollars after the break, for Americans, it's only about 1/30 of the monthly income, and COACH's position in the US is definitely not a high-end brand. The scale of shops opened in the mainland is also not large, often with small shop neighbors selling health care products and selling daily goods.

The price of foreign brands is too high for the gold quality service.

What is luxury? According to the definition of luxury accessories by the world luxury jewelry Association, if a commodity is not subject to customs duties and consumption tax, the price is higher than the per capita monthly income of the first tier cities in the country, so it can become a luxury. In 2010, the average monthly disposable income of urban residents in Beijing was around 2400 yuan. According to this standard, the foreign brands we surveyed obviously were not enough luxuries before entering the country, but after they entered the country, they sold the price of luxury goods.

Reporters found in the survey, not only these foreign brands such as clothing and bags have raised their own value, but also some foreign fast food in the domestic location is also higher than the local. For example, in Japan, it is equivalent to the level of Chengdu snacks and Shaxian County snacks in China. Sometimes there are no stools in restaurants, and they need to stand up to eat and consumers are also common people. In China, the location of the prime minister has become the level that white-collar workers can afford to consume. A person can say less than two or thirty yuan for a meal. Zhou Ting, a luxury research center of the University of foreign trade and economic analysis, said that the marketing strategy of these foreign brands when they entered China was to create the image of high-end brands, so as to earn more money.

Zhou Ting: when they entered China, they chose to enter some high-grade department stores. They would be considered to be very high-end. Because the crowd there is a high-end crowd, and the price of his product is much higher than that of China's mid-range goods, which makes people feel that it is a luxury from the price. China's market is growing so fast that everyone needs so much for foreign brands and luxury goods. So they rush to us to get gold.

Financial commentator Ye Tan believes that the asymmetry of consumption information also aggravates the phenomenon of high price of second tier foreign brands. Although nowadays it is easier to get out of the country, but for the vast majority of consumers, there are not many opportunities to live in foreign countries.

Ye Tan: China's luxury goods are very underdeveloped. It has not been introduced for long, and is not familiar with luxury brands abroad. As long as a brand comes in, everyone will not share the specific ranking of high-end brands, so long as it is a foreign brand, it always feels good, but in fact, this is not the same.

Chinese consumers are so trusting of foreign brands, but many foreign brands, especially high-end brands, are arrogant to Chinese consumers. The mandatory regulation of "Three Guarantees" is completely impracticable in foreign brands. The reporter was told at a store in GUCCI (micro-blog) that goods will not be returned after sale.

GUCCI shop: there is no way to retire. When you sell the product, you will be told that you can only change the item. At that time, when you sold goods, you signed it, that is, to explain to you that every GUCCI store in the world does not return.

Some luxury brand salesmen tell reporters directly that this is the top brand and will not produce quality problems. Recently, however, there has been a series of problems with foreign brands. The data of Liaoning consumers' Association show that complaints about luxury goods and foreign brands are increasing day by day, and there are many problems with after-sales service. Li Guangdou, a brand strategy expert, commented that foreign brands must be treated equally.

Li Guangdou: at home and abroad. Only you strictly enforce the standards, let enterprises know that this is a bottom line, a high-voltage line, you touch this bottom line will die.