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【影片：《華爾街日報》熱詞解釋：名錶及其他「韋伯倫商品」的定價原理】
昂貴的材料、精湛的工藝以及投資價值都不足以解釋一塊名錶的售價為何高達數十甚至上百萬美元。要了解奢侈品的價格為何如此之高，你需要了解「韋伯倫商品」（Veblen Goods，又稱「炫耀財」）。《華爾街日報》解釋了這一類商品背後的「虛榮效應」是如何顛覆供需平衡經濟原則的。封面圖片來源：Alex Kuzoian/WSJ
>>相關影片：《華爾街日報》熱詞解釋：投資 ESG 基金必讀
https://www.wsj.com/video/china/377AA1EA-893C-4F03-923B-F00921CEF3F1.html
Appetite growing for classy takeovers
Louis Vuitton handbags, Krug champagne, Bulgari watches and Crystal Jade Xiao Long Bao. Can you spot the odd one out?
Singapore-based Crystal Jade is being taken over by French luxury group LVMH's private equity arm, L Capital Asia. Xiao Long Bao is perhaps a consumer product more valuable than we thought.
It is easy to speculate why the owner of Crystal Jade wants to sell. Ip Yiu Tung is 65, his restaurants are operating in 114 locations and it is rumored that L Capital offered US$100 million (HK$780 million), which is not bad as a retirement fund.
The question remains as to why L Capital is venturing into the food and beverage industry. Its parent company is no stranger to the F&B industry as it owns some of the best wines and spirits. Xiao Long Bao, however, is not in the same class of consumer products. Among Chinese gourmands, Xiao Long Bao is hardly considered fine food for the affluent.
In the 20th century, the F&B industry underwent a revolution and it adopted the methods of mass manufacture, creating the fast food phenomenon.
Entering the post-industrial age, fast food is being replaced by newcomers, including Starbucks and Chipotle Mexican Grill, offering at a slight premium, affordable fine food which is deemed to be more healthy and environmentally friendly.
Why can't Xiao Long Bao become the Chinese version of Chipotle? Perhaps the Michelin-starred dim sum restaurant Tim Ho Wan will be the next to be acquired?
Gone are the days when economies of scale meant competitive advantage. Consumers ask for more than a good price, they want products mixed to their respective class standing.
In economics, there is a catchphrase "Veblen goods" meaning commodities are priced corresponding to the economic class of the consumers. The idea of Veblen goods, or positional goods, was first introduced in 1976 by Fred Hirsch.
Marketers had been experimenting with the idea but it was not until very recently that it became a massive phenomenon.
It is being mimicked all over the world, and Xiao Long Bao is unlikely to be the last. Who will be the next? TWG Tea? Perhaps the famous macarons by Pierre Herme?
Friday, May 02, 2014
veblen goods 在 飛德英日語- Veblen Effect 韋伯倫效應許多人買東西主要不是 ... 的推薦與評價
這些拿來讓別人看的商品就叫Veblen Goods. Veblen goods are types of luxury goods for which the quantity demanded increases as the price increases, ... ... <看更多>