Why are luxury goods so expensive?

A recent drama talked about a lot of luxury goods, so let's talk about it.

Why are luxury goods so expensive?

Many people will simply answer:

Fool the rich.

So, are all rich people idiots, so easily fooled?

That's not true. Most rich people, that's quite clever.

So, why?

Say something basic.

"Have you ever eaten caviar?"

"Yes, caviar in Canada tastes better ..."

"No, no, no, only caviar from the Caspian Sea is authentic. Russian aristocrats eat this. "

Malcolm petrosyan smiled slyly and said, "Only beluga caviar is caviar."

Legend has it that in 1920, this kind of dialogue happened hundreds of times in Paris.

Petrossian is now the world's top caviar brand. But it started in Paris 1920.

The founder Melcom Petrosian and his brother are Armenians. However, when the two brothers started their business, they always hinted that they were old Russian aristocrats.

At that time, there were many Russians who fled after the October Revolution of the Soviet Union in Paris, and it was difficult to tell the truth from the truth. Some of them are real aristocrats, while others are not. ...

Two brothers insight into Parisian thought:

They are interested in old Russia and show sympathy.

It is said that the Russian court is extremely luxurious, and it is said that Russian nobles live some incredible luxury lives.

"They eat caviar with golden spoons! What a sin! " This is how the two brothers passed it on.

-For example, during the Republic of China, I boasted in Beijing that "the treasures brought out by the court in the late Qing Dynasty! Buy one less! "

Everyone said it was bad, but they couldn't help buying it.

1920, when the brand Peizhuoxian began to sell caviar, it produced very little.

Whenever people ask, they say that some caviar is specially for the old Russian royal family living in Paris. Do you want to buy it? I'm afraid of waiting.

Then it's not easy to bid any price, it depends on the market. "This year, the beluga whales in the Caspian Sea are not prosperous, the output is not enough, and the price is afraid of higher."

Then, the store was filled with all kinds of things with Russian palace customs, which were dazzling and eye-catching. "Hey, Russia used to be like this!"

They reveal these details intentionally or unintentionally in all social occasions. Talking about caviar has become a leisure pleasure for Parisian aristocrats in 1920.

So Pei Zhuoxian's shop once became a nostalgic place for many old Russian aristocrats: buying caviar. Speaking of the old country, I couldn't help wiping my tears with the sleeves of mink coats.

Since tears are true, can feelings for Russia be false?

Feelings can't be fake, caviar must be authentic!

Before that, caviar from Canada and the United States was once sold in Europe. However, Pei Zhuoxian sold old Russian caviar produced in Caspian Sea, golden tableware and abnormal old Russian history so luxuriously that caviar produced in non-Caspian Sea became inferior just like cigars not rolled by hand.

Well, grading.

Since then, Petraeus has become the first luxury brand of caviar until today. Although the price of caviar fell sharply after the disintegration of the Soviet Union, Pei Zhuoxian had already developed other Russian brands such as vodka and pickled fish tactfully, so he stood still.

Smart you must understand.

What is the real use of luxury goods? Is it product quality? Is it beautiful? Is it texture?

If so, buy a cheap and durable one!

Why do rich people advance wave after wave?

Because the key to luxury goods is:

Create social distance-I took luxury goods, didn't you? I'm sorry, you don't have to ask, but you know we're not on the same team.

Expression of values-I got a LV and you got a Gucci? Sorry, we're not on the same team.

To create social distance, you can't just buy it.

So the first key word in the field of luxury goods, English, is inaccessible: scarcity is good enough.

Therefore, luxury goods cannot be easily reduced in price, and limited prices must be advocated: once the staple food is gone, it will be supplied free of charge and the styles will be gone.

The expression of values, above Petraeus caviar, is embodied in those ancient Russian legends. Russia was overthrown, so it is fascinating to mention those luxurious old histories in the late Qing Dynasty and the early Republic of China, such as Leaving the Palace.

Most people know that luxury goods are for use, and extravagance and waste are not correct, but this is actually a point of luxury goods: sin, which is called deviance in English.

In the era of political correctness, everyone likes stable things: mass goods emphasize how environmentally friendly, healthy and impeccable they are.

But luxury goods, exciting enough, have to oppose politics.

So there are all kinds of fur manufacturing that ignore animal protection laws.

For ordinary people, it is natural to look aggrieved. But luxury goods are not considered safe.

There is a joke in The Count of Monte Cristo. In order to show off his wealth, Monte Cristo put two fish, an Italian fish and a Russian fish, on the table at the same time, saying, "Brother, I can collect these two strange fish." When others were suspicious, he said there was a live one in my kitchen. Why?

"Because I'm ready to die."

This is a typical "rich, buy two bottles of soda, one bottle to drink and one bottle to watch."

Waste? Too much? This is the true meaning of luxury goods: users enjoy this sinful pleasure.

There is a scene in Eugenie Grandet: Nanon, a simple maid, is startled to see Charles, a rich young man, wearing embroidered gold pajamas;

Good young master, this is too extravagant, you will go to hell! This should be donated to the church!

This kind of crime that ordinary people think is exactly what luxury users like: breaking taboos is more enjoyable.

So, luxury goods are like this.

People who buy luxury goods know very well that what they buy is not practical goods, but the expression of social distance and values.

People who sell luxury goods also understand that they should hang high, sell at high prices and pose.

Therefore, the field of luxury goods is always a bit expensive, a bit extravagant, a bit politically incorrect, and a bit old-fashioned, but it is still ignored and is slow to any trend:

If it is dominated by consumers, it is not a luxury.

Don't ask, luxury goods, in some cases, are against ordinary people.

Civilians prefer ready-made, grounded, equal, healthy and harmless, modern things. In the field of luxury goods, they prefer ancient (even a little decadent), grade, taboo breaking and rarity, so we can divide people's existence into grades.

As we joked, many people who buy luxury shopping guide magazines can't afford luxury goods-but these are spectators and an indispensable part of luxury brands:

It is this kind of people who look up but can't afford it, and their efforts to "buy with all their strength" that constitute the so-called social distance of luxury goods and the grade.

Back to the beginning. Do rich people know that luxury goods are not durable? Isn't it cheap enough?

I see.

But this thing was not bought for convenience or preservation (although some people will use it as an excuse to buy it), but it is essentially a hierarchical social article.

After all, it is no longer a dynasty, and it is very inaccurate to advertise the rank directly, but they always need something to advertise and divide the rank and circle-or at least get an illusion that they are superior.

Yes, most people's basic needs are not that expensive.

The most expensive is the contempt chain.

Text/Zhang Jiawei