The laptop computer Luo Guangli carried out of the Apple flagship store in Beijing was no different from models sold in the United States. It had the same high-resolution screen, an identical processor and the same printed label on the back: “Assembled in China.”

    The only difference was the price. Mr. Luo paid $2,760. That’s about 20 percent more than an American buyer would spend at an Apple store.

    The premium prices are not limited to foreign-branded computers. Kobe Bryant’s Nike sneakers with the Made in China label go for $165 in America. At an official Nike store in China, the same shoes run $190. The flat-screen Sony TV and the Maclaren Techno XT infant stroller are also manufactured in China but typically cost 40 percent more at a Beijing mall than in America.

    The country known for delivering low-cost goods to Western consumers does not always do the same for its own people. There are taxes and levies. Even so, some foreign companies have made a conscious decision to raise prices in China and adopt a strategy of marketing their products as luxury items. 

    “In China, people equate high prices with high quality,” said Shuan Rein, managing director of China Market Research Center. “Brands know that if their products are too cheap, it will push consumers away.”

    Analysts suggested that aspiring consumers want to feel like they are buying a piece of the middle class. The pull can be even stronger when Chinese purchase gifts to show respect.

    “If I’m buying for friends or clients, I could never buy a Chinese brand,” said advertising agent Liu Hao. “It’s about face.”

    Still, there is some hopeful news for Chinese consumers. Resourceful Chinese shoppers are finding ways to skirt higher prices. “Chinese people will always want a bargain,” said Wang Da, who sells Coach bags on Taobao. “More and more people are traveling and telling their friends they can get things cheaper overseas.”

    Source: Los Angeles Times

 中国人迷信高价等于高质

       罗广立(音)刚从北京苹果旗舰店买来的这台笔记本电脑，与美国柜台上摆放的产品并无不同。它们同样拥有着高清晰度的屏幕，功能强大的处理器和贴在电脑背面的标签：中国组装。

       两者惟一的不同，在于柜台上的价签。罗先生为此付出了2760美元(人民币18700元)，比它在美国的销售价高了20%。

       高昂的销售价并不仅限于外国品牌的电脑。篮球巨星科比所穿的球鞋同样在中国制造，运往美国后的售价是165美元，可是在中国商店呢？190美元！索尼的平板电视、法国名牌的婴儿车，这些东西都是在中国制造，可是在中国商场的销售价却比其它地区高出了不少，达到40%。

       中国将廉价的产品销往西方，却没有对自己这样做。这一现象和中国的政策与税收不无关联，但很多外国公司却是有意在中国提价。他们想让自己的产品看上去更像奢侈品一些，从而赢得中国消费者的青睐。

       “在中国，人们总是把高价格和高质量联系起来。”中国市场研究中心的一位负责人说，“而品牌商们知道，如果把价格定得太低，反而会将消费者赶走。”

       分析学家说，定价偏高的产品可以令消费者产生错觉，认为自己是在购买“中产阶级”的东西。这种心理在中国消费者买礼物送给别人时显得尤为强烈。

       “如果我给自己的朋友或客户买礼物，绝对不会买国产品牌。”从事广告营销业的刘浩(音)说，“这是面子的问题。”

       尽管如此，中国消费者还是有些好消息，有办法的顾客总能避开高价。在淘宝网上卖Coach包的王达说：“中国人喜欢打折商品，另外有越来越多的人在旅行的同时告诉他们的朋友，他们能在海外买到便宜得多的东西。”