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奢侈品中國

 
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golflife



Joined: 20 Jan 2013
Posts: 9

PostPosted: Tue Mar 12, 2013 7:01 pm    Post subject: 奢侈品中國 Reply with quote

奢侈品這麼貴不是關稅惹的禍?

廣州太古匯lv 101旗艦店裡陸陸續續有一些顧客,導購員用職業的笑迎接著每一個可能一擲千金的人。

一直以來中國奢侈品的高昂售價都被詬病為關稅太高,但記者調查發現,它並非唯一的禍首。決定奢侈品售價的主要因素不僅僅是關稅,還有消費者的態度。

世界奢侈品協會中國首席代表歐陽坤曾說過:在中國市場,本來只是LV等幾家大品牌以高價位進行小規模試水,沒想到卻遭遇了供不應求。其他品牌隨之紛紛效仿,以高價進入中國市場。結果,高價位元就從嘗試變成了常態。

不全是關稅惹的禍

廣州天河路上的太古匯商場,入駐著lv包包、Hermes、Prada、Chanel等諸多國際頂級奢侈品專賣店。

雖然它們有可能Made in China,但經過環球旅行再次入境中國時,它們必須交納6.5%-18%的關稅,以一件萬元商品為例,大概關稅會使價格增加一千元左右。顯然,關稅並不是引起價格上漲的全部因素。

以LV Tivoli 小號手提包為例,根據其官方網站顯示,法國的售價約為人民幣8000元,中國地區約為9950元,差價近25%,遠遠高於關稅。由此可見,造成價格差異巨大的原因不只是關稅。

細心的讀者馬上會想到各種成本,包括人工成本,租金成本等,我們不妨來計算一下。

高端奢侈品一般只會出現在商場專櫃或專賣店、旗艦店等實體店鋪,而少有網路銷售。這既是考慮到網購的廉價標籤對品牌定位的影響,也是出於對用戶購買體驗的考慮。

雖然一個品牌要進入國內商場銷售,都要給商場一定的費用。這些費用往往會在最終的售價中反映出來。

但對於商場而言,開設多個國際品牌的奢侈品專櫃,是許多商場提高自身商鋪品質的途徑。此類高端品牌越多,便越能將其轉化為優質商鋪。北京一家商場的工作人員甚至對媒體表示過,一些大品牌的租金會相對低,可能會砍半。而萊坊曾在2012年做出分析,國際品牌在核心商業區的迅速擴張,將帶動上海、北京等城市的優質商鋪租金上升1%5%。

如此說來,租金等成本在中國其實是在減少,但這並沒有使得擺上櫃檯的皮包價格相應降低。

據世界奢侈品協會網站顯示,中國內地奢侈品價格平均比中國香港市場高出45%,比美國市場高出51%,比法國市場高出72%。但各地區的進口奢侈品價格並非與稅率高低成正比,綜合(行情 專區)稅率最高的是印度,但是奢侈品零售價格,卻是全球最低;最低的綜合稅率是美國,奢侈品價格在全球市場中接近歐洲;中國的綜合稅率比印度低,但奢侈品價格在全球市場中定價最高。以lv皮夾為例,在印度同類商品的平均價格僅是中國的1/3.
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vregan



Joined: 14 May 2020
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PostPosted: Sat May 23, 2020 7:36 am    Post subject: Reply with quote

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vregan



Joined: 14 May 2020
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PostPosted: Sat May 23, 2020 11:20 am    Post subject: Reply with quote

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