No. 40: ブランド商品凋落の原因 (January 18, 2010)
高級ブランド商品の業績が回復しない。日本人のブランド好きは、世界で有名であったのに、それも昔の話になりそうである。価値の伝達とは、価値の存在をターゲットとする顧客に知らせることで、広告が一番身近な方法といえる。しかし、価格もそれ自体、価値を伝達する手段である。日本人は、伝統的に高価な商品は、素晴らしい商品という価値観を共有している。つまり、高い価格は、品質保証の対価である。しかし、ブランド品のコストの内訳は30％から50％が、流通コスト、つまり輸入代理店のマージンである。しかも、ブランド商品の多くは、ライセンス契約なので、実際の製造は国内メーカーか、あるいはアジアの国である。消費者がこの現実に注目すれば、中国産であっても、高品質の商品を低価格で提供するユニクロの商品が売れるのは不思議ではない。もう、ブランド商品を安く作って売る時代は終わり、ブランド商品とは何かを再定義する時代になっている。 (Written by Shigeo Sunahara of CBC, Inc.)
No. 40: Cause of deceasing sales of brand products (January 18, 2010)
Sales of luxury brand products do not recover in Japan. Although Japanese are famous worldwide as brand-happy product people, but this famous generalization seems to be fading away. Communicating the value of a product is to let the target customers know its presence in the market. In this sense, advertising is the most familiar means of communication. However, prices themselves are also means to communicate the value of a product. Japanese traditionally share the value that expensive products are wonderful products of high quality. That is, customers pay high prices in compensation for high quality. However, the fact remains that 30%-50% of the cost of a brand product is distribution cost. To be more specific, it is the profit margin of the import agent. In addition, as many brand products are produced under a license agreement, they are produced by Japanese domestic companies or companies in Asia. If consumers pay more attention to these facts, it is quite natural that Uniqlo’s products, which are inexpensive products of high quality, are selling very fast even though they are produced in Asian countries. Now, you can say that the days to produce brand products at a low cost and sell them at a high price have gone. It is the time to redefine brand products.
No. 40: Cause of deceasing sales of brand products (January 18, 2010)
Sales of luxury brand products do not recover in Japan. Although Japanese are famous worldwide as brand-happy product people, but this famous generalization seems to be fading away. Communicating the value of a product is to let the target customers know its presence in the market. In this sense, advertising is the most familiar means of communication. However, prices themselves are also means to communicate the value of a product. Japanese traditionally share the value that expensive products are wonderful products of high quality. That is, customers pay high prices in compensation for high quality. However, the fact remains that 30%-50% of the cost of a brand product is distribution cost. To be more specific, it is the profit margin of the import agent. In addition, as many brand products are produced under a license agreement, they are produced by Japanese domestic companies or companies in Asia. If consumers pay more attention to these facts, it is quite natural that Uniqlo’s products, which are inexpensive products of high quality, are selling very fast even though they are produced in Asian countries. Now, you can say that the days to produce brand products at a low cost and sell them at a high price have gone. It is the time to redefine brand products.
