本文来自微信公众号： 区域品 牌事务所 ，作者：金多西&黄晓军，头图来自：AI生成 很多人都认为，东西越便宜越好卖。 区域品牌事务所 . 关注区域品牌增长方法论。 特别是在当下这个经济环境，连上海滩的餐饮老板都总结出来一个15元定律。 写字楼下还活着餐饮，大多是均价15元的现炒盖浇饭。 以下文章来源于区域品牌事务所 ，作者黄晓军 但你我的常识，绝不是放之四海而皆准的。就像在我们的身边，真的有人通过抬高价格刺激了销量。 一、奢侈品与凡勃伦效应 我在山东即墨碰到一个做保暖内衣的朋友，就这么干了。 据说2024年，青岛即墨内衣工厂依托1688平台，将传统保暖内衣价格从50元 / 套提至140-150元/ 套，带动整个产业带集体提价10%，却实现订单量增长30%。 为什么？以前中产们觉得这玩意太便宜了，不敢买哈哈哈。当然，材质升级、产地直播、人群渗透等 执行，也很到位。 你说这是特例？那泡泡玛特总不陌生了吧？ 人家在美国市场，玩偶LABUBU 3.0单价从21.99美元增长30%，涨至27.99美元。联名款玩偶二手价 从599元炒至1.3万元，涨价21倍。 最nb的是，他家初代作品拍卖108万元，溢价干翻黄金。 wh ...

很多人都认为，东西越便宜越好卖。 特别是在当下这个经济环境，连上海滩的餐饮老板都总结出来一个15元定律。 写字楼下还活着餐饮，大多是均价15元的现炒盖浇饭。 但你我的常识，绝不是放之四海而皆准的。就像在我们的身边，真的有人通过抬高价格刺激了销量。 一、奢侈品与凡勃伦效应 我在山东即墨碰到一个做保暖内衣的朋友，就这么干了。 人家在美国市场，玩偶LABUBU 3.0单价从21.99美元增长30%，涨至27.99美元。联名款玩偶二手价从599元炒至1.3万元，涨价21倍。 最nb的是，他家初代作品拍卖108万元，溢价干翻黄金。 why？有人说情绪价值，有人说看不懂的Z世代。但从最根本的消费行为学或者经济学研究来看，它背后有一个著名的凡勃伦效应。 美国经济学家凡勃伦在《有闲阶级论》中提到，消费者对一种商品需求的程度因其标价较高而不是较低而增加。 听起来很像有什么大病，但如果我换个例子，你会发现这个理论不仅行得通，还很常见。 老铺黄金，近年来多次主动提价。例如2025年8月的调价幅度达 10%-12%，但其上半年营收同比增长252%，股价也大幅上涨。 梵克雅宝2024年将经典五花手链价格上调11%，导致门店大排长龙，线 ...

【环球网报道 记者 张倩】美国总统特朗普此前宣布美国从8月7日开始对从瑞士进口的产品征收高达39%的关税，让瑞士"目瞪口呆"。据美国Mediaite 新闻网、英国《卫报》等媒体9月26日报道，特朗普9月7日现身瑞士名表品牌劳力士的VIP包厢观看2025年美国网球公开赛男单决赛时，曾戏谑询问劳 力士首席执行官（CEO）让-弗雷德里克·杜福尔，"如果不是因为关税问题，（我）还会被邀请进入（劳力士包厢）吗"？ 《卫报》称，杜福尔本周在致美国民主党籍联邦参议员伊丽莎白·沃伦回信时确认了这一消息，但他表示，特朗普这番言论是在"开玩笑"。沃伦曾就劳 力士邀请特朗普的决定提出质疑，包括质疑该品牌是否是在试图"讨好"特朗普政府。 报道称，杜福尔表示，劳力士邀请特朗普及其他美政府高层人士观赛，是出于对"体育价值、体育精神和国际友谊"的广泛关注，而非对美国总统的任 何"妥协"。他补充说，在美网决赛期间或之后，"没有任何关于关税、贸易政策或其他官方事务的实质性讨论"，"劳力士没有，也从未与美国政府就关 税问题进行任何谈判"。 杜福尔提到，特朗普只是获赠"一件高尔夫毛衣和一件运动马甲"，作为"对其出席活动的答谢之礼"。 《卫报》提到 ...

Core Viewpoint - The traditional allure of European luxury watches, once seen as a symbol of wealth and status in China, is diminishing as consumer preferences shift towards domestic brands and smartwatches, leading to a significant decline in the resale value of high-end Swiss watches [4][5][10]. Market Trends - The resale index for Rolex watches has dropped nearly one-third from its peak in March 2022 to March 2025, marking a four-year low [4][10]. - The sales of Swiss watches to mainland China fell by 26% last year, with exports to Hong Kong also declining by 19% [11]. Consumer Behavior - The middle-class consumer group, which has been a significant driver of luxury watch sales, is experiencing a decline in spending enthusiasm, with 45% reporting reduced luxury goods consumption in 2023-2024 [14][17]. - A survey indicated that 80% of consumers who are reducing luxury purchases believe that luxury goods lack cost-effectiveness [17]. Competitive Landscape - Domestic watch brands like Seagull and Fiyta are gaining traction, particularly with models associated with national leaders, while smartwatches from brands like Huawei and Xiaomi are becoming popular for their affordability and functionality [4][20]. - In 2024, Huawei led the smartwatch market in China with a shipment of 21.2 million units, reflecting a 34.2% year-on-year growth [19]. Brand Perception - The perception of European luxury watches as "hard currency" is fading, with consumers now prioritizing value for money over status symbols [5][11]. - The narrative surrounding luxury watches is changing, with younger consumers seeking personalized expressions rather than adhering to traditional brand stories [18][24]. Technological Advancements - Domestic watch manufacturers are improving their technical capabilities, with products like the Fiyta "Zhai Xing" automatic mechanical movement achieving recognition for quality [22][24]. - The gap in technology between domestic and Swiss watches is narrowing, as evidenced by advancements in domestic manufacturing processes [21][22]. Cultural Shifts - The cultural significance of luxury watches is evolving, with consumers increasingly valuing heritage and local craftsmanship in domestic brands [20][24]. - The rise of smartwatches and domestic brands reflects a broader shift in consumer values, moving away from ostentation towards practicality and personal relevance [20][24].

Core Viewpoint - The luxury watch market in China, particularly for European brands like Rolex, is experiencing a significant decline, with prices dropping and consumer interest shifting towards domestic and smartwatches [3][4][5]. Group 1: Market Trends - The resale value of Rolex watches has decreased by nearly one-third from March 2022 to March 2025, reaching a four-year low [3]. - Other high-end brands such as Vacheron Constantin, Piaget, and Patek Philippe are also facing price pressures, indicating a broader market trend away from luxury watches as "hard currency" [3][4]. - The export value of Swiss watches to mainland China fell by 26% last year, while exports to Hong Kong dropped by 19%, highlighting a significant market contraction [7]. Group 2: Consumer Behavior - The middle-class consumer segment, which has been a major growth driver for luxury goods, is showing a rapid decline in spending on luxury watches, with 45% of middle-class consumers reporting decreased spending on luxury items [10][13]. - A survey indicated that 80% of consumers who are reducing their luxury purchases believe that luxury goods lack cost-effectiveness, leading to a shift in spending priorities [13]. - The traditional consumer base for luxury watches is evolving, with younger consumers from tech and healthcare sectors seeking more personalized and value-driven products [14]. Group 3: Domestic Brands and Smartwatches - Domestic brands like Seagull and Fiyta are gaining traction, with Fiyta's sales of a co-branded watch with the film "The King of the Sky" increasing by 63% [19]. - Smartwatches from brands like Huawei and Xiaomi are rapidly capturing market share, with Huawei leading the market with a 34.2% year-on-year growth in shipments [15]. - The shift towards smartwatches and domestic brands reflects a broader cultural change, as younger consumers prioritize functionality and value over traditional luxury branding [16][19]. Group 4: Industry Performance - Swatch Group, which owns brands like Omega and Longines, reported a 14.6% decline in net sales to 6.74 billion Swiss francs for 2024, with net profit plummeting over 70% to 220 million Swiss francs [5][7]. - The overall market for luxury goods in China is projected to be below 2022 levels, indicating a challenging environment for luxury brands [10].

Group 1 - The supply and demand imbalance for Rolex has made it difficult to purchase through official channels [2] - The secondary market is experiencing prices that exceed the original pricing by more than double [2] - There is a trend among young people to purchase luxury brands, including Rolex, before price increases [2]

Core Insights - The luxury goods market has traditionally relied on price increases to maintain brand prestige and consumer perception, leveraging the "Veblen effect" where higher prices signal higher quality and status [1][3] - However, recent trends indicate a shift in consumer behavior, with a reported average price increase of only 2% in luxury goods this year, the smallest in recent years, reflecting a more pragmatic approach from consumers [3][5] - Younger consumers are increasingly focused on the actual value of products rather than their price or brand, leading to a rise in discount platforms and sales events that offer luxury items at more accessible prices [5][7] Group 1 - Luxury brands have historically used price hikes to enhance their image and create a sense of exclusivity, making consumers feel that high-priced items signify success and status [3][5] - The recent HSBC report highlights a significant change in consumer attitudes, with a mere 2% average price increase in luxury goods, indicating a shift towards more practical purchasing decisions [3][5] - Consumers are now more informed and discerning, often researching product materials and craftsmanship, which diminishes the effectiveness of traditional pricing strategies [5][7] Group 2 - The emergence of discount platforms like Vipshop has gained popularity among consumers who still appreciate luxury brands but seek better value for their money [5][7] - Recent discount events featuring brands like Burberry and COACH have attracted not only regular luxury buyers but also new consumers who are eager to take advantage of lower prices [5][7] - Overall, the luxury market is adapting to a more diverse consumer base that values cost-effectiveness, leading to new sales models and a more varied shopping experience [7]

Core Insights - The initial Labubu was auctioned for 1.08 million, highlighting its perceived value similar to luxury brands like Rolex and Moutai, which are mass-produced industrial products that create scarcity through controlled supply [1] - The revenue for Pop Mart in 2024 is projected to be 13 billion, while Rolex's revenue is expected to be 85.7 billion, indicating a significant gap, yet Pop Mart shows a stronger premium in the secondary market [1] - Labubu and Moutai serve as status symbols for different demographics, with Labubu appealing to younger consumers and Moutai to middle-aged individuals, both having high resale value and market demand [2] Market Dynamics - Labubu can be gifted to superiors discreetly, maintaining a high value while being perceived as a simple plastic toy, which can be easily explained away if questioned [3] - The perception of aesthetics in luxury items can evolve over time, as individuals become more familiar with certain products, transforming initial judgments into appreciation [3][5] - Consensus around luxury items is shaped by a small group of influencers, which then permeates to the broader public, creating a shared understanding of value [4][6]

Core Viewpoint - Recent incidents of scams related to second-hand luxury goods, particularly watches, have emerged as a significant concern, highlighting the risks associated with online transactions and the potential for money laundering through these sales [1][18][19]. Group 1: Incident Overview - A man named Wang from Anhui sold a luxury watch for 380,000 yuan, only to find out that the payment was linked to a scam, resulting in his bank account being frozen [1]. - Similar cases have been reported, including one involving a man named Xiao from Zhejiang, who sold a Rolex for 375,000 yuan, also leading to his bank account being frozen due to the funds being linked to a fraud victim [2][12]. Group 2: Scam Mechanism - Scammers often pose as buyers on second-hand platforms, using various excuses to obtain sellers' bank account information, which they then use to transfer funds that are actually proceeds from other scams [19][21]. - The transactions typically involve high-value items that are easy to liquidate, making them attractive for scammers to exploit [18][19]. Group 3: Law Enforcement Response - Police have indicated that funds linked to scams must be frozen during investigations, which complicates the situation for innocent sellers who unknowingly receive these funds [12][18]. - Legal experts emphasize the importance of sellers documenting their transactions and communications to prove their innocence in case of account freezes [21].

Core Insights - The article discusses the phenomenon of consumption downgrade in China following the lifting of mask mandates, highlighting the economic struggles faced by individuals and businesses after a prolonged period of lockdown [1][5]. Economic Trends - National retail sales in March showed a year-on-year increase of 5.9%, reaching 4.09 trillion yuan, indicating an overall recovery trend [2]. - However, major cities like Beijing and Shanghai experienced significant declines in retail sales, with Beijing down 9.9% and Shanghai estimated to drop 14.1% [4]. Population Dynamics - The decline in population in major cities, particularly among migrant workers, is reshaping the consumption landscape, with a 1% decrease in migrant population leading to a loss of approximately 30 billion yuan in consumption power for Beijing and 45 billion yuan for Shanghai [5]. Consumer Behavior - High-end brands are witnessing a decline in demand, with Porsche reducing prices by 20% and Rolex's green gold model seeing a price drop of 50%, reflecting a broader trend of consumption downgrade among the middle class [6]. - The average salary growth in Beijing's financial sector is only 1.3%, and 3.5% in the internet sector, contrasting sharply with previous years of double-digit growth [7]. Shifts in Spending Habits - The "coffee downgrade" phenomenon is emerging, where premium coffee brands are being replaced by convenience store options, indicating a shift in spending strategies among workers [8]. - Consumer confidence in Beijing has plummeted to a ten-year low of 90.1, while the national index remains above 105 [9]. Market Data - Key commercial areas are experiencing a 40% drop in restaurant turnover rates, luxury stores are seeing a 60% decrease in foot traffic, and shared bike usage has shortened by 15 minutes [10]. - Real estate prices in Beijing and Shanghai have dropped by 8.3%, exacerbating wealth anxiety and affecting middle-class consumption capabilities [10]. Emerging Economic Opportunities - New economic forms are beginning to emerge amidst the consumption downturn, with instant retail in Beijing growing by 9.4% and smart home appliance sales increasing by 23.1% [12]. - Policies promoting the replacement of old consumer goods have led to a 35.1% increase in home appliance sales and a 28.6% surge in 5G mobile device sales, indicating a shift towards quality and efficiency in consumption [13]. Future Outlook - The article suggests that major cities need to focus on retaining talent and attracting people through opportunities and quality services to revitalize the consumption market [14].