Luxury experts: Chinese people will be crazy for the Gold Edition Apple Watch

BI Chinese station reported on March 9

I admit, I have been wondering if anyone really would buy exclusive luxury brand products, such as the price of $ 10,000 to 20,000 US dollars gold version of the smart watch Apple Watch. After all, the value of luxury lies in the fact that you buy them and you need to wear, drive, sit on or admire them, obviously distinct from similar products purchased by poor bottom-line people.

For Apple Watch, you may spend tens of thousands of dollars to buy this watch, while the bottom of the public can also buy a very low price of the same Apple Watch. Because even if you buy the Apple Watch is the golden version, but it still belongs to a kind of Apple Smart Watch.

I wonder why anyone is willing to spend $ 10,000 on Apple Watch, which is likely to be eliminated in a year. Products that cost $ 199 or $ 349 to be eliminated within a year are bad enough, not to mention spending $ 10,000 to buy?

Apple's advocates convinced me that Apple will never sell it for $ 10,000 in a year. For this reason, Apple may upgrade Apple Watch for free. But what if Apple changed the hardware design? Will Apple still insist on free upgrades?

I'm skeptical about Apple's high-end Apple Watch prospects and interviewed Scott Galloway, one of the world's most famous luxury experts. Galloway believes there is no need to worry about it. Even Americans or Europeans are reluctant to buy the golden Apple Edition at a price of tens of thousands of dollars. The Chinese may be crazy about it.

Galloway said that the high-end Apple Watch should be called the "Chinese watch", apparently to emerging markets as the main goal. Chinese consumers like to show off their wealth, and apples will benefit from this ultimate self-expression. In addition, this price standard can redefine the product mix of a luxury brand. Apple has constantly rewritten business rules, remember "core competitiveness"? Apple has many core competencies.

Galloway also said that in my opinion, Apple set such a high price for Apple Watch, mainly because of its design case will not decay, but the software can also be replaced. The key to luxury brand pricing is "hedging." As you can imagine, in desperation, you can sell a Patek Philippe watch or De Beers engagement ring for rent. The big question is whether this design allows Apple to become the first tech company to challenge "gravity", meaning that their products will not devalue over time.

For this reason, if Apple wants Apple Watch to succeed, at least outside China, it has to upgrade its product when it launches a new product. Because you can not "use value" on consumer gadgets. (Sail)

From Business Insider, Tencent technology translation.