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爱马仕的CEO曾说,“当一个产品卖得太好时,我们就会停止生产它。”大众品牌的销售经理所追求的巨大销量在奢侈品的世界里成为大忌,除此之外,奢侈品牌在营销各个方面,几乎都与一般的消费品大相径庭。“全世界所有的公司都有一个共识:品牌对成功至关重要,而奢侈品营销的目的就在于获得最终的产品定价权,从而拓展产品的边际利润。”LV前CEO Vincent Bastien在其所著的《奢侈品战略》一书中如是说。而一般的品牌,则以低价格带来的高销量为最终的目标。
Hermes’s CEO once said, “When a product is selling too well, we stop producing it.” “The sales volume sought by Volkswagen’s sales manager is a taboo in the luxury world, , Luxury brands in all aspects of marketing, almost all of the general consumer products are very different. ”There is a common understanding among all the companies in the world that the brand is crucial to success, and the purpose of luxury marketing is to obtain the final product pricing power so as to expand the marginal profit of the product.“ Vincent Bastien, former CEO of LV, The book ”luxury strategy" in a book said. The general brand, then the high prices brought by low prices for the ultimate goal.