Luxury "Posh" Zegna Is Overestimated In China

In the well-known domestic Q&A community, there was a question about luxury goods that once occupied the forefront of the hot discussion list - "In the luxury industry, which brands' products are significantly lower than their brand value? Or which brands are not worth money at all?" Indeed, in the eyes of European luxury brand sellers, "take a card and brush" and "spend money and buy" The consumption force of China's travel groups has been lingering the color of "people are stupid and money comes quickly". But a few thoughtful consumers have tried to push it aside luxury goods The marketing cloud with golden powder flavor is so confusing that you can see the real world behind the noise.

Ge Jin, a former practitioner in the luxury industry, believes that, Luxury brand This scope is too wide. Even if it is refined to the fields of clothing, jewelry and watches, it is also a huge project. Moreover, because of the different market positioning of different series, it is biased to simply judge the gold content of a brand. For example, Giorgio Armani Prive still ranks among the only dozens of high-end customization. An evening dress is often worth tens of thousands of dollars, and no one can underestimate its position in the Jianghu. However, the design and production of its subsidiary brands Armani and Armani Exchange are almost completed in Southeast Asia, and Armani The main brand hardly matters. A T-shirt costs only hundreds of Hong Kong dollars. Most sub line products exist to seize the market.

Therefore, if we want to ask the gold content of luxury goods, the best way is not a certain brand, but a certain single product, series, and combined with its practicality, so it can be called objective. In terms of the most common clothing in the luxury category, the fabric, tailoring and manufacturing process are all important parameters to judge its gold content.

If a shirt is made of 140 pieces of Egyptian cotton, its collar is starched with linen, its buttons are made of fritillary buttons with a thickness of more than 5mm, and its tailoring meets the requirements of shirt, dark front, high collar, folded sleeves, etc., then it can be classified as a "luxury" whether it is a big brand, a small brand, or no brand. If the price is simply high and the fabric and cutting are not as high as they should be, then there is a suspicion of posturing.

For example, Zegna In China, attention is a brand that is seriously overestimated in China. It is said that 70% of the presidents of the four major banks at the municipal level in China have a "standard configuration", but because of their fabrics and tailoring, the industry jokingly calls them "kill you". In the series sold in domestic stores, not only the quality of fabrics and accessories is obviously wet, but even the shape and cutting are far from the foreign product line, while the price is far higher than the international level. The most extreme thing is that the lines and lines of a suit worth 20000 to 30000 yuan can't be aligned.

Suitcases and bags also need to consider fabric and technology. For example, those with the same price are all about 30000 yuan Chanel And BV (Bottega lamb leather bag). Because of the quilting process, the former can well enhance the support of leather, and its service life and wear degree are significantly higher than the latter's famous woven models. Among other brands, Chloe and PRADA, which are sought after by Chinese consumers, are valued low in the eyes of professionals because of their increasingly low materials and manufacturing processes. On the contrary, many entry-level luxury players are listed as those who refuse to come and go LV However, its gold content is obviously underestimated - many European and American celebrities, represented by Gorbachev, persistently chose LV not because its LOGO is familiar, but because its comprehensive score of practicality, lightness and wearability has always been far ahead of others.

go to Jewelry field The scenery is still similar. Please try not to buy all the entry-level products of major jewelry brands, although they occupy a huge market share. The entry level includes Cartier's three ring ring, Van Cleef Yabao Four leaf clover necklace, titanium jewelry of Bulgari and Hermes, Chanel pearl chain, and jewelry of LV, GUCCI and other clothing brands. These jewels are often famous, but their gold content is quite low. Because they all belong to "costume jewelry", and their main materials are ordinary precious metals, semi precious stones, plastics (11295, 10.00, 0.09%), acrylic and other substances. Except that they may be slightly more sophisticated in production, they are not very different from a large number of cheap jewelry produced in Yiwu. To put it too far, they are hardly worth preserving value. So before buying, consumers should consider clearly: Are you buying them for their design or for their logo?

Even non entry-level jewelry has high and low gold content. For example, the quality and size of the main stone of the same six claw wedding ring are completely the same Chow Tai Fook Purchase or purchase at TIFFANY, the price may vary nearly twice. But in fact, for the main stone as the selling point of the diamond, the value of the diamond itself determines the value of the whole piece of jewelry. Whether the main diamond is produced in South Africa, China or Russia, as long as 4C and other indicators are the same, the price difference in the global diamond market will not exceed 500 dollars. So, don't buy simple inlays (such as four claw inlays and six claw inlays) from luxury brands. They are purely free! If you buy a luxury brand six claw inlaid wedding ring, the extra price difference is almost all paid for advertising and marketing.

Does this mean there is no need to buy luxury brand jewelry? Of course not. Please pay attention to the qualifier of the above comment - six claw inlay. In jewelry technology, they belong to relatively simple inlaying technology. The design value of luxury brands will be more clearly reflected in its complex inlay. Most jewelry collectors know that, Van Cleef Yabao The cutting process, inlaying and design of top jewelry brands such as Cartier and Cartier account for almost half of the product price - for example, the famous cheetah brooch of Cartier, whose entry price is around 700000 yuan, but the price of the bare stones inlaid with diamonds, emeralds and onyx will never exceed 100000 yuan.

　　 Kudzu kerchief Once cooperated with Cartier, the other side brought jewelry worth 200 million yuan and sent six bodyguards to follow, one of which was the one that was once worn by a folk singer and was mistaken for the priceless jade Emerald orchid . It is estimated that the value of the gemstones above does not exceed 20 million yuan, and the rest are inlayers, designers and brands. The industry said that 80% of Kajia's sales are inlayers, which is the meaning.

However, there are also different inlayers, such as the concealed inlay of Van Cleef Yabao, whose gem content is higher in value. As for Chinese jewelry, colorful Yunnan jewelry Emerald , was laughingly called "Cheating Yunnan", I believe you also understand what it means!

Many successful people also regard famous watches as another way to preserve or increase the value of their property, but they tend to pay more attention to the price of a famous watch, ignoring the gold content of its evaluation index - the level of movement technology. Movements used in famous watches are as important as engines used in famous cars. At present, watches in the famous watch market can be divided into three categories: one is based on Calatrava Ref The complex functional watches represented by Baoji, Lange, and Jiangshidandun are almost all made of their own movement, which can realize complex functions such as perpetual calendar, three questions, and tourbillon; The other is the low-end watch with a large number of non self-produced semi-finished movements; The mid-range brands among them often adopt the strategy of using non home-made semi-finished movement for low-end products, and home-made movement for high-end products. Their gold content is higher and lower. I believe you have your own score.

Among them, those watches with many bright shining diamonds and a price of less than 200000 yuan are often low content disaster areas. with Cartier For example, its Panthere series, TANK FRANCAISE series, Love Collection series, Divan series, etc. are all inlaid with ten or twenty diamonds, and the shop price is about 200000 yuan, but the estimated price at the auction house is only about 50000 yuan. Why? They are almost all quartz watches rather than mechanical watches; And the diamonds inlaid are worthless broken diamonds. In sharp contrast, although Rolex has a reputation as a "nouveau riche", from the perspective of users, its usability and cost performance have always been at the forefront of the famous watches below 200000. The so-called "once and for all" is generally the case.

Finally, if you want to choose the one with the highest gold content Luxury brand , then, please remember Chanel. It's always good to buy it when you don't know what to buy. Among all luxury brands, its cross industry operation level is unmatched. Regardless of its kingship in women's clothing industry; Chanel's cosmetics and perfumes have never fallen out of the top five of similar products; Its high-end jewelry design sense and cost performance have reached a considerable height; Even clocks and watches, which cooperate with large factories and have an independent movement team, can offer high-quality floating tourbillon to the industry. Its clothes are certainly better, except for being a little old-fashioned

When you have luxury goods When you have enough knowledge of quality evaluation, you can naturally understand which brands and which pieces are worth buying. Unfortunately, due to the commodity nature of luxury goods, the products of most brands are significantly lower than their brand values. Therefore, here is also a simple way to judge the gold content of luxury goods in your hands - go to a pawnshop, where you will often find that those luxury goods that are superior can only get a very poor amount of check. If only in terms of price, even if Cartier The excellent design of gold Product comparison.

So girls, don't force your boyfriend to buy Diamond ring Now, how nice to exchange the spare money for a gold bar! People who study luxury goods often say: How much is luxury goods worth? When the clerk says no, you say no, but the pawnshop says no.