Whenever the guest age: shameless lies behind the high price of LV

Vanke Eslite CEO

In recent days, the CEO of Vanke Eslite has responded to the topic of “every guest or acquisition of LV”. Aging said that when a customer buys LV, it is said to be a joke, but when customers have money and leisure, they will definitely be considered. In terms of aging, LV is able to sell high prices, the essence of which is sought after by emerging markets. Aging said that in terms of costs, LV and fast fashion brands are almost the same, the reason why the high price is because there are a number of rich strata in the pursuit, which is the main reason for high LV prices.

Aging said that LV's repeated emphasis and repetition of the so-called design concept is a shameless act. In old age, it is not dignity but shamelessness that the ideas and stories that have become obsolete in the European and American markets have been sold to the emerging markets. In his opinion, when a brand has a "premium" phenomenon, there must be countless lies behind it.

[The following is an excerpt of vintage opinion]

Aging:

Whenever the customer bought LV, it was originally said to be a joke. Because I think that LV is satisfied with a vanity, especially the vanity of China's rich class, and we look at this more important. In fact, I quite want to buy LV. If there is a day when the guest (management) can spend a lot of time, (and there are) a lot of spare cash, he can really charge a few companies like this and let them buy the same price as the customer.

The reason why I took the LV as an example is because it is relatively well-known, and other brands that share the same side-by-side, public awareness is not so high. If I can really buy LV, it will definitely sell it at the same price as Vanke Eslite. The reason why I say this is because I understand the production cost of LV, it really only has so much.

If you go to the workshops of Chinese manufacturing bases in Jiangsu, Zhejiang, and the Yangtze River Delta, you will feel desperate. Because here is the customer's product, there are some luxury brands, using the same fabrics, the same cotton, the same workshop, the same workers. What's the difference? As far as I am concerned, after operating a Vanke, I rarely spend (buy a luxury item), and consumption has also fallen sharply. Because I can't persuade myself to buy it again.

(In addition) these luxury goods have been saying their own brand culture, or that country's national treasure. (If this is true) then its own people should support them, not the Chinese people's special support for them. What I have seen is that the people of their country are not buying and they are bought on the rich stratum of emerging markets. So, where does the brand culture come from and where does it come from? It's all the same thing.

To talk about the design concepts of these brands, I also thought about this issue myself. What was the designer originally? Isn't it tailoring? At the beginning, a piece of clothing is sewn together. There is something that everyone likes. Customers like it. Isn't that a design concept? Afterwards, when opening a store, especially a modern brand, there are times when it is necessary to emphasize a “my style” and to have one of its own characteristics. This is the design concept.

Afterwards, there was a lot of capital coming in. To come up with a designer, it was necessary to “gamble” a designer. In fact, what is the strength of this designer in the end, the capital chain is not clear, the audience is not clear. However, it does require the accumulation of money. There is such a process. Later, in the 1980s and 1990s in Europe and the United States, the emergence of HM and ZARA, the popularity of these brands, itself broke the concept of the so-called high-end designer concept, this thing ended in Europe and the United States. And is it not ridiculous for us to emphasize the design concept and design story of the previous era?

Like LV, because of this story, you can add a thousand times to 10,000 times to sell this thing. I think the story that emphasizes it again is shameless, not dignity. In the past when we talked about brands, we all looked up and looked up. Say this brand of cattle, so dare ten times, one hundred times (to sell), is the so-called brand "premium", multiplied by the cost above, a hundred times a thousand times, to ten thousand times has become a LV . The question is, how do you multiply so much? No reason.

In this way, we can see that when each time (of these branded products) is a one-time trip, it is a lie. I have read so many years of books and I really know how culture has shaped a thing.