The price of 500 yuan in Nike shoes is only 50 yuan. The price of glasses in prices is only a few yuan in glasses …
The network is spread online, and the science information of the \”profiteering industry\” is circulated. When many content platforms have not focused on rectifying the \”Title Party\”, the relevant selection is more hitting in the hitting area of \u200b\u200bthe blind eye.
Recently, there are a series of emerged as short video content, there seems to be a \”profiteering\” in the retail industry related to our daily consumption.
So, is the truth?
1 Retail industry \”profiteering\” difficult: The cost of being ignored and the truth of being smashed
Let’s talk about the conclusion, whether it is a video of short few tens of seconds, Or use one or two hundred words of articles, it is a huge difference in product cost and selling price in a certain industry, so this is a \”profiteering industry\”. And this only said that some truths, some truths are not only true in most, but they are illuminated, blind eye.
We must clarify what is \”profiteering\”, the price is high is not a profite, and the business revenue is not huge. Only the net profit margin of the company’s profitability is high. That is, the \”efficiency\” of the company’s money is huge profiteering.
As an example of the glasses industry, the sales of the lens for nearly five years, which is the first to be listed in the first five years. It shows that the 2020 lens manufacturing cost is about 6.77 yuan, the mirror manufacturing cost is approximately 60.33 yuan, while the glasses sold in the optical store have hundreds of thousands of dollars, which is undoubtedly a profiteering industry according to the above logic.
But this problem is in deliberate or inadvertently ignoring numerous cost expenditures in the intermediate link of the glasses industry, such as the rent, hydropower, manpower, optometry, reception, after-sales cost. .
Good frame and lens product, if there is no professional optometry and processing technician, the speech Unqualified, each pair of glasses sold in the store can be considered \”tailor-made\” non-standard goods.
, such as the cost of brand research, marketing, warehousing logistics, as a consumer product industry, a brand must strive to purchase and use their own products to purchase and use their own products to form business operations The benign circulation, so it is not only necessary to spend the persistence of human resourcesProduct research and development innovation iteration, in sales, logistics and other sales, there is also a large amount of cost spending.
As an example of marketing, from 2017, Mingyue glasses invited Chen Daoming as the product spokesperson, in \”If You Are the One\”, \”Strong Brain\” and other popular variety programs Advertising implantation, its title, sponsoring Jiangsu Satellite TV New Year’s concert in 2018-12021.
According to the presentability, from 2017 to 2020, the sales cost of Mingyue glasses is 49.28 million, respectively. 76.82 million yuan, 104 billion yuan and 113 million yuan, 4 years of up to 3 times, of which the net profit of Mingyue glasses in 2019 is 0.81 billion yuan, and even the money on advertising.
There are also 17% of VAT, 5% urban construction tax, 5% of education attachment and other tax expenditures. Many costs in the upstream and upstream middle of the industrial chain, the tax expenditure has created the huge price difference between the two ends, which has a profiteering of the industry.
The net profit margin is also sitting in this point. The net profit rate in Mingyue glasses 2018 to 2020 is only 8.21%, 14.58%, 15.11%, nearly two years of net profit margin. The sharp rise also depends on its active development of online channels to a certain extent, to a certain extent, reducing the cost of the underline.
A more intuitive contrast is that the Industrial and Commercial Bank has a net profit marg with approaching 40%, is the speech industry is not a profit, don’t you say more?
Take a look at the so-called factory price of 50 yuan, Nike shoes, more than 500 yuan, 2020, Nike Parent company’s net profit margin is only 6.7%, this industry is equally far It is far from being huge.
In fact, in addition to the above-mentioned various costs, fees, tax and spending, the brand is considered The premium brought by the endorsement.
In other words, the same factory, similar materials, why do you choose brand shoes instead of \”Putian shoes\”? The answer is simple, brand shoes not only means product quality, but also imply more intangible value such as brand image and after-sales service, this part of invisible value will also be passed into commodity pricing, and finally consumers.
In summary, the so-called partial truth is actually a brand product is much higher than that of the manufacturing cost may be a fact, but it will not be simple and rude. It is the conclusion of the profiteering.
2 True profiteering industry three elements: monopoly, mass, high frequency
The most profitable industry that has already been written in \”Criminal Law\” – such as Huamui – What is the real profiteering industry within the range?
In my opinion, the profiteering often requires the following qualities:
One, monopoly. High thresholds, irreplaceable monopoly means that a small number of companies on the supply can master absolute pricing rights, and it is possible to make profits.
After this is the top-up boss of the top of the chip industry, accounting for 53% of the market share of global chip production. .
The chip production is a high-tech manufacturing industry. There is a very high technical threshold. TSMC is a large mouth of the industry, and the manufacturer of the industry will only drink soup. .
In other words, exclusive super-half-Wan Jiangshan does not mean that TSMC can only occupy so many market share, but because it is full of capacity, it is not willing to produce subjective conditions such as old chips. In the fields such as 5G, 5nm, etc., TSMC has absolute advantages. The data shows that the 2020 global 5G chip is over 90% of orders.
, such as the tobacco industry, the tobacco industry is also a monopoly industry in my country. It is controlled by national control. Under the management of tobacco monopoly, tobacco company determines tobacco prices, authorize tobacco products. It is not a corporate nature, nor does it publish a financial report, so we have nothing to know its net profit margin and can only be present from the side.
2019 my country’s tobacco industry industrial tax profit is 12.05.6 billion yuan, which is new and high, this data is equivalent to the same year. 20 times the total amount of Alibaba taxation, how high it is much more profitable.
It must be pointed out that monopoly is a necessary condition for profit rather than sufficient conditions. In some important areas of the country’s people’s livelihood, it is often monopolized by the national capital, and all people are maintained through financial subsidies, and there is no profiteering.
Second, a wide range of consumer groups are the foundation of the market space that supports the essential market space, from ancient times, only cold and profitable industries, rare niche and Strict profiteering.
SitThe most extensive target user group not only means an opportunity to sell more products, but also forms size economic effects on the manufacturing, logistics and other aspects of supply, reducing unit cost, thereby pulling net profit more effectively.
Therefore, in the case where other conditions are equal, the more you can serve more consumers, the more you can create more profits.
The third, high frequency, low frequency consumption is closer to a hammer sale, often means high cost, high-crescent collection and low profit, only high frequency consumption is more likely to produce high profit.
For example, the real estate industry is a profiteering industry in many people. The fact is exactly the opposite, with the first place in China’s real estate enterprises as an example, according to its 2020 report, revenue is 419.112 billion yuan, net profit is 41.516 billion yuan, the net profit margin is less than 10%.
For the vast majority of people, buying a house is the only or only secondary real estate consumption behavior. In the domestic real estate enterprise TOP 50, nearly half-net profit margin last year is less than 10%, and most of the net profit margins in the other half are below 15%.
The glasses industry is also the same, many people don’t realize that glasses are a low-frequency consumer goods class. If some female users have the need to replace new glasses, then as the main consumers The myopia, if it is not a change in the mutual, it is often only replaced if the glasses are severely damaged, so the replacement cycle of the glasses is often more than 2 years.
So the cost of low cost lenses and glasses need to be sold at a high price in the retail end to cover many cost expenditures, and it is not enough to support \”profiteering\”.
Monolocity, high frequency, high frequency, according to these three major qualities, the true profiteering industry can speculate, in addition to the high-tech manufacturing, tobacco industry, banking industry It is also a typical example. The net profit margin of my country’s state-owned banks in China has reached 33.6%, and the net profit accounts for 58.6% of the domestic banking industry.
3 Write in the last
After the apple’s iPhone is listed, there will be many The tripartite research institution is disassembled and material cost assessment for the new iPhone.
The coming is that such a manuscript information is circulated online: \”The new iPhone cost is only a few hundred yuan, the price is large?\”
In fact, Cook has repeatedly spit third-party research and analysis institutions without any significance for the new iPhone’s BOM (spare parts) cost analysis.A new iPhone is designed to the user, and there are many costs of manufacturing foundation, transportation, packaging, publicity, taxes, etc. in this middle, will only cause misunderstanding of consumers and markets.
In my opinion, the so-called \”profiteering\” industry is more approximately a virtual concept or value judgment, any consumer goods, you think it is not worth buying, then it can be your eyesThe \”profiteering\” industry.If you are engaged in real judgment, you can say that nearly all retail industries will be a profiteering industry.
The industry is profitable, never only look at the price of its products is higher than the manufacturing cost, can not be alive, it can only be blind.