Events: "Made in China" Why do music "false foreign devil"? Price turned 10 times (Figur
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"Made in China" Why do music "false foreign devil"? Price turned 10 times (Figure) Nanfang Daily
When we explore the IPAD this "Made in China" international brand of domestic price higher than abroad, the travel back just Guowai colleagues immediately said: If we say that since the tariff of international brands, brand value and other reasons Shenjia noble, but the domestic retail Gengrang consumer market can not accept that those who Tangtanghuanghuang placed in many high-end stores in the so-called foreign brands in China, prices also catch up with international brands, this objective to foster domestic consumers become more international brand loyal customers.
Market visits
High-end stores
More common "false foreign devil"
Recently, this reporter visited some high-end stores in Guangzhou, in a number of department stores in the garment district, the reporter found that 80% of the clothing stores are the English name of life, such as "Sky & Sea", "Mervyns", "Marisfrolg" ... ... Some of the foreign language labeling clothing, claiming to be from Germany, Britain and other design, and labeled "agent of a company in Guangzhou," "Shanghai × × company agent", price cheap, easily a few thousand on the yuan.
Production enterprises
Turn from the ex-factory price to 10 times the retail price
"False foreign devil" in the popular area of a number of domestic consumer goods. "One is to cater to domestic consumers xenophilia psychology. A lot of foreign brands that consumers feel good, high quality, good quality." Garment Co., Ltd. Guangzhou, a brand of the person in charge Zhang (not his real name) told reporters, "another the other is to sell goods at high prices to make. "
Zhang said that a high-end positioning in the line of clothing, from the ex-factory price to the retail price, usually 10 times to turn such an upscale mall in hawking shirts priced at 1,000 yuan, it may only be 100 yuan actual ex-factory price .
Why should mark such a high price? "Production came out to the retail end, this intermediate procedures take too much, do not sell at high prices can not cope with so many aspects of the costs incurred. However, domestic consumers can not accept the brand price is too high, we had to make a fuss about the origin of the brand, to find a pretext for the high price. "Zhang says with resignation. Guangdong Province Economic Research Institute Li Kailuo fashion industry also pointed out that in the sales channel, department stores, but also to foreign brands vast space.
According to insiders, in the circulation of goods in all aspects of production costs, including shopping malls point deduction, tax, transportation, production costs, labor (including warehouse, office rent) and so on. Among them, the mall point deduction for 30% of sales, shopping malls also require suppliers to receive the decoration costs each year, each cabinet is about 10 million; taxes 17%, "Light the cost of the two accounted for 47%." In addition, there are other assorted costs, "mall business anniversary, promotions, holidays, a variety of profit sharing." Said a department store supplier.
"Retailers take the profits to suppliers, has become one of the ways of its profits." Research Center of Chinese suppliers, Chinese Academy of Agricultural Sciences, the International Action Aid and other units have jointly issued the "Living Conditions of Chinese suppliers Survey" report. According to the survey, with 77.67% of the surveyed said the supplier, the retailer is in an absolutely dominant position, there is no bargaining power suppliers.
"Gross amount of goods retailer profits should be subject, it should be the main source of profit for the supplier." President of Beijing Institute of Business Administration, Chinese suppliers Qian Yang, director of the Center, said the survey showed that retailers pass on the supply business expenses, according to a conservative numerical provider of sales accounted for 7%, calculated at the average value of about 10% of sales, that is the main source of profit suppliers of goods or all of the vast majority of Maori, were taken away retailers .
The report also disclosed in the financial statements of GOME data as an example: United States operations in 2007 profit 1.803 billion yuan over the same period from the supplier's fee income has 1.843 billion yuan.
Reason for: "false foreign devil" Why the high price
Analysis 1
"China's overall circulation is imperfect, retail development is the cause behind 'Made in China' goods in the internal high prices." Flow of Guangdong University of Business Economic Research Institute Professor Wang Xianqing bluntly pointed out that China's circulation does not converge with international circulation, channels, there are many blind spots in the distribution process, such as acquisition, construction technology and facilities are backward channel, the network is not built identical, resulting in a waste product in the circulation process more time, money, resources, thereby increasing production costs increase, there is no established very the efficiency of circulation.
Chinese goods come from the production, circulation to the hands of consumers, to go through many links, such as from manufacturers to wholesale markets, to the second groups, three batches, while the complicated multi-level distribution system, the process is very long; in and turn to the transfer process, storage, transportation, stacking, and are mostly done manually, not only a waste of human, financial, and efficiency is not high, "on average, at least in the domestic cost of the transfer of three times higher than abroad."
"Secondly, China does not take up cultivation circulation manufacturing brand responsibility." Wangxian Qing said the value of manufacturing goods is often achieved through distribution companies. However, most of the domestic rental shop store, rent the model to operate, which makes manufacturers they have to spend a lot of money, and effort to nurture the brand, to do marketing. "Production companies to do the brand, not an efficient way." And these costs spent during the business will eventually mean Tandao commodity prices, thus pushing up commodity prices directly, "The problem is This price premium is not a quality, brand, etc. given the high value-added, so the market do not want to buy it. "
According to reports, the foreign circulation has a professional distribution system, a professional marketing, product planning capabilities and practices; distribution companies and manufacturing enterprises to produce stable and efficient circulation. In addition, the domestic market economy, imperfect flow of each link, the process of consumption, industrial chain and the interface between the amount of time, a lot of resources are occupied. "All these have increased the cost of upgrading the product."
Analysis 2
In the circulation areas, the high cost of logistics in China, but also boost the cost of the product high.
"Why do Chinese companies keen to export, and why foreign supermarket in the 'Made in China' cheaper than domestic? In addition to China's export-oriented monetary and taxation policies, can not be ignored is that the domestic market segmentation, high intermediate costs and the distorted pricing mechanism, the pricing mechanism with foreign high, low compared to the cost of logistics, institutional weaknesses are too obvious. "Ye Tan, senior financial commentators believe that the high cost of logistics in China," Chinese prices of various products 20% to 40% of logistics costs, while the U.S. logistics costs to GDP ratio fell to 8.7% in 2002. " In her view, to reduce prices, China needs to do is to build low-cost and efficient logistics network.
Data show that the first half of this year, China's road freight transport up to 78 million more than companies, organizations, intensive low level, the top 20 companies do not market share to 2%. China last year, the state led to the whole logistics costs accounted for 18.3% of GDP, while the U.S. accounted for only 7.9%.
Consumption patterns are also daily business be regarded as affecting social logistics costs a major culprit. Transportation Association of China Shanghai General Cable added that the United States, mainly in supermarkets easily accessible areas, although far away from home, but "last mile cleverly attached to the consumers of logistics costs," This is not included in the community costs the way they are a means of reducing consumption.
Analysis 3
"Scarcity of the domestic consumer market brands, leading to higher prices of domestic and international brands." Guangdong University of Business Economics Association-president of Indiana said. According to reports, in developed countries, market competition, Europe, the United States, Japan, the brand is sold in the U.S., only the movement of American youth can choose to have more than twenty brands. In China, lack of market competition, domestic brands do not build up, one of the few international brands come out on top, and gradually formed the oligopoly market, "oligopolistic market to have high pricing."
"With economic development, the domestic consumer market demand for branded goods, but China lacks brands, domestic brands is still relatively scarce, at the same time, domestic consumers of foreign first-line clothing brand awareness is high, so raising the prices of foreign brands. "Research Center of Jinan University, modern distribution of sea power director, said Chen.
Associate Professor, Lingnan College Hong cattle that now our product quality has not lost a lot of similar foreign products, but the brand still lose. Domestic brands do not build up, which directly caused the popular foreign brands, "This is the most critical, structural reasons!" |
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