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為什麽愛馬仕那麽貴,還那麽多人買呢?

有人說它们的饑餓營銷做的好,但是饑餓營銷玩崩盤的更多,最有名的是錘子手機,饑餓來饑餓去饑餓了他們自己。還有人說咱們中國人有錢人都是。人傻錢多,只買貴的不買對的。那我要反問一句,如果人很傻的話,那麽是怎麽賺到那麽多錢的,掌握更多的資金不應該有更好的認知、格局,還有能力嗎?所以有錢人絕對不傻,沒必要腦補這些謬論。真正的原因只有兩個。


第一,愛馬仕的核心價值不是時尚,也不是奢侈,而是工匠精神花最多的時間做好每一只包包不求量產。所以說他們的包包品質一直是所有品牌裏面最優秀的,沒有之一,他們也不受市場行情左右優秀的品質讓愛馬仕成為二手市場的硬通貨。


第二個原因,愛馬仕包包可以提升社交效率,一個包比香奈兒、lv要貴幾倍,賣的越貴就越有社交價值。拎著一只愛馬仕是為了最大程度的節省社交時間。比如張太太和王太太。參加一個酒會都拎著愛馬仕,簡單的寒暄兩句就可以聊聊家裏做什麽產業的,有沒有合作的可能性。而拎著香奈兒、lv 的,他們可能沒有興趣接觸,因為差了一個層級。這就是三十二億裏面童謠砸鍋賣鐵買一個鴕鳥皮凱莉包的原因。為了更大的利益而犧牲眼前的利益是非常明智的。

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