Foreign brand price doubled at home and abroad

According to reports, a Starbucks mug, the domestic price of 100 yuan, while the United States price is only 10 US dollars, and the price of a hundred dollars at the end of the mug cup is printed with "Made in China." What connived the foreign brand so proud?

In foreign countries, Starbucks is actually just a popular brand. Taking the average annual salary of the United States for about 50,000 U.S. dollars, that is, about 4,100 U.S. dollars per month, drinking a glass of Starbucks, which is no more than 4 U.S. dollars a day, is equivalent to drinking the most common beverage in China. However, it is this U.S. common "beverage" brand that is selling high prices in China for thousands of years of tea culture but is still sought after by people.

According to a survey conducted by multiple cities around the world, Starbucks' prices in Beijing are higher than those in Tokyo, New York, Hong Kong and London. Among them, a Starbucks coffee price of 3.81 US dollars in London to Beijing to become 4.81 US dollars, an increase of 26%, while Beijing's per capita disposable income is far lower than in New York, London and other cities.

In fact, the spreads at home and abroad are not only Starbucks, but also cars, clothing bags, cosmetics, and milk powder brands. For example, Levi's (Levis), a second-tier clothing brand in foreign countries, has a pair of jeans that sells for around 1,000 yuan in China. In the United States, only one pair of jeans sells for between $30 and $40, equivalent to more than RMB200; cosmetics brands CLINIQUE and bags. Chi, such as those products that were designated as mid-end in the United States, have come to China and have become expensive commodities and even luxury goods; especially foreign milk powder, some brands even have almost three times the price difference, but it is still The first choice for domestic young mothers. What are the reasons that high-priced foreign goods will always be sought after by domestic consumers?

It is undeniable that most foreign brands, especially first-tier brands, have been favored by consumers due to their long history, good management practices and good reputation, as well as the culture they convey. According to the "Asian Brand Loyalty Survey" released jointly by the World Brand Lab and the World Executive Group recently, the top 10 Chinese brands are foreign brands. In the eyes of many people, foreign brands mean “high-end atmosphere”, and even some people have decided whether or not a certain brand is open in a city as a criterion for judging the level of the city.

However, the blindness of domestic consumers, Chong Yang believes that “the moon in foreign countries is relatively round” and the concept of “no good goods” has spoiled foreign brands that have developed in China: Some foreign brands manage Chinese companies using both domestic and international standards. , There are many loopholes in production and sales but there is no fear; after some brands often have quality problems, they claim that their sales of goods have been very good, there is no problem; but also connived at low-end foreign brands and even domestic production of " After the price of the "branded" product has doubled, it will be sold in China.

The arrogance of “foreign brands” also mapped out the difficulties that local brands could not break: China has the world’s largest car consumer market, but it does not have a world-class brand car; China has become the world’s largest exporter of apparel bags, but it can’t LV, Hermes and other top luxury goods; China has a huge consumer group of milk powder, but let the foreign milk powder monopolize the market. In the final analysis, local brands and “foreign brands” have huge gaps in product quality, research and innovation, brand marketing, and corporate documents.

The author believes that, first of all, it should create a good atmosphere for the development of independent brands, provide necessary policy support for brand enterprises, and jointly strengthen supervision of various departments in the market, and local companies themselves should also be in product quality, service level, technological innovation, research and development, etc. Under the guise of kung fu, creating a brand with its own characteristics can stand in the Chinese market which is already a world brand. Second, domestic consumers should adhere to moderate and rational consumption concepts, not blindly believe in foreign brands, abandon the psychological comparison, eliminate blind consumption, and do not regard price and reputation as the only measure of product quality. In addition, it should also pay attention to the use of international integration standards to safeguard their own rights and interests, to prevent individual foreign brands to arbitrarily lower quality standards and harm consumer interests.