Source: China Economic Network
On November 10, #Canada Goose masks sell for up to 1,000 yuan# became a hot search on Weibo.
Reporters searched the official WeChat account of Canada Goose and found that a "classic disc mask" priced at 600 yuan has been shown as "sold out."
Another mask named "Tech" sells for up to 1,000 yuan on Taobao. It claims to be able to cope with severe cold environments and keep you dry. However, its official website shows that none of the three masks can be used as medical equipment or personal protective equipment, and they are not Testing and certification for any such purpose.
netizen: IQ tax? I don’t understand the world of rich people
Regarding the Canada Goose masks that cost up to 1,000 yuan, netizens left messages such as “such a high price”, “IQ tax”, and “I don’t understand the world of rich people”.
The reporter searched the sales records of Canada Goose on Taobao and found that some buyers commented like this ↓↓↓
Economic Daily Comment: Don’t let vanity lead to rational consumption
On November 10, Economic Daily published an article titled Comment on the high price of Canada Goose masks for the article "Don't Let Vanity Detract from Rational Consumption". The article pointed out that under the conditions of market economy , companies can set their own prices, and the premium of luxury goods is high, which is the threshold for brand building through years of accumulation. Just like bags that look similar, those made in Yiwu can only be sold for tens of yuan each, but those made by Hermès can be sold for tens of thousands or even hundreds of thousands of yuan. In this regard, domestic brands really have to catch up. It doesn’t mean you have to sell at a high price, but you need to use your products and services to create brand influence so that the market will gradually recognize your own value. The
article pointed out that although a consumer who bought it 11 months ago left a message saying "it is not worth the price", judging from the product introduction, Canada Goose did not make false propaganda this time, but frankly stated the main features of the product. The selling point is the iconic "Canada Goose" headband, which cannot be used as medical equipment or personal protective equipment and has not undergone any relevant testing or demonstration. It can also be seen from the conspicuous logo in the model display that Canada Goose sells trademarks and brand premiums. I dared to price the mask at 1,000 yuan because I was sure that someone would be willing to pay for it out of vanity. The
article stated that we respect the right of enterprises to set prices independently, but we also encourage domestic brands to be independent and self-reliant; we respect the right of consumers to choose products independently, but we also call on consumers to consume rationally. Rather than showing off your ability to buy a mask worth 1,000 yuan, another value is more worthy of promotion: A mask is not worth wearing because it is worth 1,000 yuan, but because I have worn it, it is worth 1,000 yuan.
Canada Goose was fined for false advertising
In September 2021, according to the National Enterprise Credit Information Publicity System (Shanghai) website, Canada Goose affiliated company Xiji (Shanghai) Trading Co., Ltd. added an administrative penalty, and the reason for the penalty was the use of advertising. For making false advertising of goods or services, deceiving and misleading consumers, the penalty is a fine of 450,000 yuan, an order to make public corrections and to stop publishing.
After investigation, the party concerned violated the " Advertising Law of the People's Republic of China " by publishing the advertising content on the Tmall flagship store that "all our down mixed materials contain Hutterite down, which is the best and warmest Canadian down." "Article 4, Paragraph 1: "Advertisements shall not contain false or misleading content, and shall not deceive or mislead consumers." constitutes the behavior of advertisements containing false content, deceiving or misleading consumers. The punishment unit is Shanghai Huangpu District Market Supervision and Administration Bureau.
In response to this, the Economic Daily published an article on September 8 titled "Catch the Lying Canada Goose!" "The comment article asked, the main filling is ordinary duck down , but it often sells for tens of thousands of dollars. Is the Canada Goose down jacket sold for a thermal insulation fee or an IQ tax? The article pointed out that the supervisors checked the overseas official website of the Canadian Down Association and found that there is a kind of down with fill power 1000, which is the highest quality down in Canada since the test; they also checked the overseas official website of the Canada Goose down supplier to confirm that they were aware of its existence. Down has a fill power of 1,000, while the down purchased by Canada Goose has a fill power of only 800.
