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中国的奢侈品为什么比国外贵那么多?

发布时间:2016-03-07 16:25:11

以购物为目的出境游项目目前越来越多,在旅游中,欧美各大奢侈品商店已成为中国游客的必经之地,似乎不带几件奢侈品就不算真正出过国。


中国的平均工资在全球排名不高,但是奢侈品为什么又比国外贵那么多呢?


Why are luxury goods more expensive in China?

以购物为目的出境游项目目前越来越多,在旅游中,欧美各大奢侈品商店已成为中国游客的必经之地,似乎不带几件奢侈品就不算真正出过国。
More and more Chinese people are traveling abroad to buy luxury goods. Various luxury stores in the United States and Europe have become must-visit places for outbound Chinese tourists, and it seems that one has not truly been abroad until he or she buys several luxury goods overseas.

事实上,绝大部分奢侈品品牌在国内都能买到,为什么中国消费者还要舍近求远呢?
In fact, most luxury brands have stores in China. Why do Chinese consumers go all the way to another country to buy products that are also sold in China?

究其原因,国际奢侈品牌长期以来在国内的售价大幅高于国外,这就使得有奢侈品消费需求的中国人不得不转向国外市场淘货。
Because international luxury brands have long set much higher prices for their products in China than in many other countries, forcing Chinese luxury consumers to turn their eyes to foreign markets.

奢侈品为何海外更便宜
Why luxury goods are cheaper overseas

一款香奈儿的手袋Timeless Classic Flap在法国的零售价为3100欧元(合3839美元),在中国内地却卖到3.7万元(约5850美元),两者相差34%。而一款路易威登的手提包Speedy 30在国内售价是人民币6100元(合964美元),而欧洲的售价仅为500欧元(约619美元),两者相差36%。
The retail price of a Chanel Timeless Classic Flap bag is 3,100 euros, or 3,839 U.S. dollars, in France, but is marked up 34 percent to 37,000 yuan, or 5,850 U.S. dollars, in China. The price of a Louis Vuitton Speedy 30 bag that sells for only 500 euros, or 619 U.S. dollars, in Europe is marked up 36 percent to 6,100 yuan, or 964 U.S. dollars, in China.

同一款产品在不同的地方销售却有如此巨大的价差,也难怪中国消费者纷纷涌向海外去购买奢侈品了。
The prices of same products vary considerably from country to country. No wonder Chinese consumers are flocking abroad to buy luxury goods.

事实上,奢侈品在国内不仅定价高,而且很少打折。而在国外,奢侈品打折卖的现象则较为普遍。
In fact, luxury goods in China are not only priced high, but also rarely discounted. By contrast, it is common to see discounted luxury goods in certain foreign countries.

一位在法国定居的林小姐对记者表示,LV、Gucci等一些奢侈品牌,每到盛大节日的时候都会搞促销,很多商品以5-7折的价格就可以买到。在欧洲,300欧元左右的Gucci包款式很多,而同类的包在国内要卖5000元左右,比国外贵了约50%,国外一旦过了季,就会打折促销。
Ms. Lin who lives in France said that major luxury brands such as LV and Gucci often offer discounts of 30 percent to 50 percent on many items during holidays and festivals. Many Gucci bags sell for around 300 euros in Europe, while the price of the same bag is usually marked up about 50 percent to 5,000 yuan in China. In addition, off-season luxury items are often sold a discount in certain foreign countries.

“由于我国奢侈品价格比境外高出许多,所以许多人到境外大量购买奢侈品。”中国社科院财经战略研究院副研究员依绍华表示,中国人在境外的奢侈品消费连年位居世界第一
"As the prices of luxury goods are much higher in China than in many other countries, many people are traveling abroad to buy large amounts of luxury goods," said Yi Shaohua, an associate research fellow at the National Academy of Economic Strategy under the Chinese Academy of Social Sciences, adding that the Chinese people have spent the most on luxury goods overseas for several consecutive years.

据贝恩公司发布的《中国奢侈品市场研究》显示,2010年中国人在海外奢侈品消费累计达到500亿美元,为国内消费的近5倍,我国事实上已成为世界奢侈品消费第一大国。
According to a Bain & Company's report on China's luxury market, Chinese spent 50 billion U.S. dollars on luxury goods overseas in 2010, which was nearly five times more than luxury goods sales in China, making the country the world's largest consumer of luxury goods.

税费营销费大大推高价格
Taxes and marketing costs significantly pushed up the prices of luxury goods

中国正在取代传统欧美国家成为奢侈品消费的主力军,国际各大奢侈品牌也越来越重视中国市场的地位,那么,为何奢侈品在中国卖得比国外贵这么多呢?
China is gradually replacing the traditional European and American countries to become the main force of luxury consumption. The international luxury brands have also paid more and more attention to Chinese market. Why are the luxury goods more expensive in China than in other countries?

奢侈品专家、财富品质研究院院长周婷博士在接受本报记者采访时认为,主要存在三个方面的原因:一是由于关税的存在。二是经销的费用,这个成本是包含在渠道成本里面,也就是流通的费用,包括商场的租金以及各种管理费。三是营销费用。通过对国际几大奢侈品集团年报的研究发现,基本上在它的成本里面,营销所占的比重非常大,甚至超过了产品成本的价格。
Taxes, distribution costs and marketing costs are the main reasons, said Zhou Ting, expert of luxury goods and dean of Research Institute for Fortune Character. The distribution costs, namely the circulation costs, refer to rents and managing fees. The annual reports of the luxury groups show that the marketing cost accounts for a large proportion of the cost price of luxury goods and even is higher than it.

“各个税种叠加以及各类费用累加才是推高最终售价的根本原因。”依绍华表示。
"The superposition of various taxes and fees is the root cause to push up the final sales prices," Yi Shaohua said.

我国对奢侈品实行较高进口关税政策,税率为6.4%-25%。但除关税外,奢侈品在国内销售还需要缴纳增值税、消费税、营业税等,综合税负较高,从而导致最终零售价格比进口到岸价格高出2/3以上。
China has a higher import tariff, which is between 6.4 percent and 25 percent. Furthermore, the valued-added tax, consumption tax and business tax must be paid for the sales of luxury items in China. Therefore, the final retail prices in China are two-third higher than the CIF value.

以雅诗兰黛眼霜为例,其到岸价格为175元,进口关税率为10%,消费税率为30%,加上进口环节费用,进口完税价格为274.5元,比到岸价格高了近100元。在国内流通环节中,其还需缴纳5%的营业税、17%的增值税以及城市维护建设税等,再加上广告费,其直营店的最终零售价格为540元左右。
For example, the CIF value of Estee Lauder eye cream is 175 yuan, coupled with 10 percent import tariff, 30 percent consumption tax and other import fees, which raised the import duty-paid price to 274.5 yuan, nearly 100 yuan higher than the CIF value. During the circulation in China, there also are 5 percent sales tax, 17 percent value-added tax, as well as the city maintenance and construction taxes and advertising costs. Then, the final retail price of the Estee Lauder eye cream in the chain stores is around 540 yuan.

调整征税范围降低关税
Adjust the scope of taxation to lower tariffs

随着世界经济低迷席卷全球,欧美各主要经济体经济不振,导致其奢侈品消费呈下降趋势,包括中国区在内的亚太地区销售增速均有所下滑。尽管如此,国际各大奢侈品公司仍然不打算在中国降价销售,有的公司反而计划提高欧洲的售价,以“缩小”价差。
With the economic downturn sweeping the globe, the major European and American economies suffered sluggish economy, which resulted in the decline of luxury consumption in Asian region including China. Nevertheless, the international luxury goods companies do not intend to cut prices in China and some even plan to raise the prices in Europe to "narrow the difference."

对此,周婷认为,这样做其实是让中国消费者花更多的钱,让中国人在国内、国外都花大价钱,还美其名曰“缩小”了价差,这是他们的市场策略。他们还有一个更堂而皇之的理由是汇率问题,因为人民币升值导致国内外价差比较大一些,其实这都不是理由。
Zhou Ting said that raising the prices in Europe will make Chinese consumers spend more money on the luxury goods in both China and abroad. It is their marketing strategy. Another high-sounding reason is the issue of exchange rate that the appreciation of the yuan widened the difference between prices at home and abroad. In fact, all these are not real reasons.

怎样降低消费者在国内购买奢侈品的花费呢?
How to reduce the costs in luxury goods in China?

依绍华建议,首先要调整奢侈品征税范围,适当降低关税;其次要减少国内征税环节,实行统一消费税,免征营业税,降低各类税费额度。
Yi Shaohua thinks that the scope of luxury taxation must first be adjusted to appropriately lower the tariffs. Then, reduce the taxation links, implement united excise taxes, exempt from business taxes and reduce the amount of various taxes.

此外,还应鼓励国内企业收购国外奢侈品品牌,使其在产品设计方面更多考虑国内需求,减少品牌推广费用和进口环节各类费用,同时降低预设利润,使奢侈品零售价格逐渐与国际接轨。
In addition, Chinese enterprises should be encouraged to purchase the foreign luxury brands, so as they can give more consideration to the domestic demand of China in product design. They also can reduce the brand promotion and import-related costs and lower the default profit, making luxury retail prices closing to international prices, Yi said.


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