"There are no two bottles of wine in the world that are the same, and each bottle of wine has its own soul. In the process of finding wine, the process of drinking wine is a kind of discovery and exploration, the fun is secondary, and the value of wine is also here. While leading Li Zhongxin and a few people to visit in front, Gemino pointed to the red wine in the cellar and said.

"This cellar is the largest cellar of Château Lafite, and the wine in the cellar contains the best wines of Château Lafite.

You see, these wines from Château Lafite have different flavors from each vintage, and the last time you bought from Château Lafite, most of the Chinese wines were newly made at a low price.

Although you have also bought some 49-year-old, 51-year-old and 52-year-old wines, none of them are part of Château Lafite's top wine list.

Château Lafite produces about 15,000~20,000 cases of wine every year, and the sub-plate is 15,000~20,000 cases.

The 82-year-old Lafite is nothing more than a little better in quality, and it will not be able to reach the best taste in another ten or twenty years. ”

Seeing Li Zhongxin's thoughtful expression, Gemino didn't care, but pointed to the oak barrel in the cellar, and continued to say excitedly with a hint of pride on his face: "Zhongxin, see no, the red wine in the oak barrel here is the best red wine in Château Lafite, after the project of our cooperation is launched, I will send someone to fill you with some of the best red wines for tasting, these red wines, even the nobles on the French side, are generally difficult to drink." The more you drink the best red wine, the less you drink. Rare is expensive, the more top-notch, the less surviving red wine is, the more sought after by people, this! Also known as the Veblen effect. ”

Li Zhongxin's face showed a trace of depression, in later generations, China was full of Lafite in '82, and Lafite in '82 was the kind of red wine in bottles, that is to say, in later generations, these Chinese rich people spent a lot of money to buy the real Lafite, which is nothing more than the second-class quality of Château Lafite.

If it was a fake Lafite, it would be even worse in heaven and on earth.

Since Gamino opened his mouth and said the production of Lafite in '82, that is to say, the amount of red wine produced was only so much, and in such a matter, there was no need for Gamino to lie to him, but only to tell the figures accurately and in detail.

He didn't understand where China came from, when it consumed a million bottles of '82 Lafite every year.

After throwing these things out of his mind, he thought even more crookedly in his heart that the red wine he bought before did not have any top-notch red wine sequence, and it seemed that Château Lafite was also watching people put down dishes.

Suddenly, when Gemino talked about the Veblen effect, Li Zhongxin's mind immediately came to mind the thing that his partner told him about when he was doing business in the future.

When visiting shopping malls, I always like to visit those stores with higher prices, and I take it for granted that high prices mean good quality, good service, high taste, and high style.

A shirt with a similar style and texture is sold for 200 yuan in an ordinary clothing store, and it is sold for thousands of yuan after entering the counter of a large shopping mall, but there are always people who are willing to buy it.

Those near-"sky-high" goods, such as 10,000 yuan bags, hundreds of thousands of Rolex, millions of Lamborghini, and even tens of millions of a house, can often be popular in the market. As everyone knows, it is this behavior pattern that makes us enter the psychological misunderstanding that confuses many people.

This kind of psychological demand for blindly pursuing the consumption of high-priced goods is named the Veblen effect by the American economist Veblen. He believes that the higher the price of a product, the better it will sell.

This phenomenon is also known as conspicuous consumption because people may want to attract attention by using expensive, high-quality products to have a certain degree of ostentativity.

Li Zhongxin remembered that in later generations, at an auction near the West Lake in Hangzhou, Erliang Longjing was sold at a sky-high price of 145,600 yuan.

What's so special about these two taels of tea? Its price is far more expensive than gold, more expensive than diamonds? After inquiring, I found out that these two taels of tea have a background. There are 18 tea trees growing on Longjing Mountain in West Lake, which were planted by Hu Gang, the tea king of the Song Dynasty, and the emperors of the past dynasties designated the tea picked from these 18 tea trees as Huanggong tea.

Later, Emperor Qianlong designated the tea produced by these 18 tea trees as "imperial tea". The two taels of tea in the auction come from these 18 tea trees.

Why do people tend to buy more expensive goods? From a psychological point of view, the purpose of consumers buying such goods is not only to obtain direct material satisfaction and enjoyment, but also to obtain psychological satisfaction to a greater extent.

Because some goods have a show-off effect on others, such as buying a luxury car to show the nobility of status, collecting famous paintings to show elegant hobbies, etc., the higher the price of such goods, the more willing the demander is to buy.

To some extent, a high-priced commodity can show the wealth and status of the purchaser, and the possession of the commodity can obtain a respectable and enviable satisfaction.

Consumers will go out of their way and do not hesitate to buy expensive goods that can arouse the respect and envy of others. Essentially, it's a show off.

Psychologically speaking, people who show off nothing more than want to be praised, praised and envied by others in order to achieve psychological self-satisfaction; At the bottom of it is a psychological state of nouveau riche pomp. Of course, most of the people with this kind of psychology are poor enough and have been depressed for a long time, and once their pockets are bulging, they ask to vent their long-term suffering under poverty and depression, which is understandable.

The reason why the French are able to call the wind and rain in the luxury market should be a very thorough research, that is, Gémino, a guy who seems to have a big nerve, has studied this kind of thing very thoroughly.

Red wine is the pursuit of quality, and the higher pursuit is the brand effect.

When Lafite becomes a big brand in the world, the Veblen effect will be better, and people's pursuit of high-quality big brands will reach a certain level, and as Gamino said, the better the vintage red wine, the higher the price.

And the higher the price of this red wine, the better it will sell in the market.

The best thing in France is luxury, most of the world's luxury brands are concentrated in France, on the one hand, the French pay attention to the quality of luxury, in terms of luxury, the high quality of French products, famous all over the world.

On the other hand, the French pay attention to the promotion of luxury brands, no matter when, the brand on the French side, as long as it is mentioned by people with money and status, it is a symbol of identity and status.

What Li Zhongxin thought of was that Zhongxin Company was still far behind in this aspect, after all, cultivating a super-large brand was not achieved overnight, let alone a one-step thing.

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