"There are no two bottles of wine that are the same in the world. Each bottle of wine has its own soul. The process of finding wine and drinking are both a kind of discovery and exploration. The fun is second, and the value of wine is also here." Jamie

While Nuo was leading Li Zhongxin and others around, he pointed at the red wine in the wine cellar and started talking.

“This wine cellar is the largest wine cellar of Chateau Lafite, and the wine stored in the cellar contains the best red wine of Chateau Lafite.

You see, these red wines from Chateau Lafite have different flavors in different vintages. Last time you bought Chinese red wine from Chateau Lafite, most of them were newly brewed and not very expensive.

of.

Although you have also purchased some 49-year-old, 51-year-old and 52-year-old quality red wines, they are not among the top red wine series of Chateau Lafite.

Chateau Lafite’s annual wine production is about 15,000 to 20,000 cases, and its secondary brands are 15,000 to 20,000 cases. Last time you bought one-fifth of the amount in the previous two years. I really can’t understand why you bought so many eight

What does Lafite do in his second year?

The quality of the Lafite made in 1982 is simply better, and the taste of the Lafite made ten or twenty years later will not be as good as the best."

Seeing Li Zhongxin's thoughtful expression, Jemino didn't pay attention, but pointed to the oak barrels in the wine cellar, and continued excitedly with a hint of pride on his face: "Zhongxin, do you see that?

, the red wine in oak barrels here is the best red wine at Chateau Lafite. After our cooperation project is launched, I will send someone to pack some of the best red wines for you to taste. These red wines, even from France.

It is generally difficult to drink the aristocrats around. The more you drink the top-grade red wine, the less you drink. Things are rare and valuable. The more top-grade and rare red wine is, the more popular it is. This one! It is also called ordinary.

The Burren effect.”

There was a hint of depression on Li Zhongxin's face. In later generations, the Lafite of 1982 was all the time in China. The Lafite of 1982 was the kind of red wine that comes in bottles. In other words, in later generations, these Chinese

The real Lafite that rich people spend a lot of money to buy is nothing more than the next-level quality from Chateau Lafite.

If it's a fake Lafite, it's even worse.

Now that Jemino has spoken out about the production of Lafite red wine in 1982, which means that the amount of red wine produced is only so much, there is no need for Jemino to lie to him about such a matter. He will only tell the truth.

The numbers are accurate and detailed.

He didn't understand where the one million bottles of 1982 Lafite red wine that China consumes every year came from.

After throwing these things out of his mind, he thought even more disgustingly that the red wine he purchased before did not actually have any top-level red wine series. It seemed that Chateau Lafite was also relying on people's orders.

Suddenly hearing Jemino talking about the Veblen Effect, Li Zhongxin immediately thought of this thing that his partners told him when doing business in later generations.

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

A top of similar style and texture costs 200 yuan in an ordinary clothing store, but sells for several thousand yuan at the counter of a large shopping mall, but there are always people willing to buy it.

Those products with almost "sky-high price", such as a bag worth 10,000 yuan, a Rolex worth hundreds of thousands, a Lamborghini worth millions, or even a house worth tens of millions, are often popular in the market. As everyone knows, this is exactly what happened

Behavioral patterns lead us into psychological misunderstandings that confuse many people.

This psychological need to blindly pursue the consumption of high-priced goods was named the Veblen effect by American economist Veblen. He believed that the higher the price of goods, the more likely they would be sold.

Because people may want to attract attention and have a certain degree of conspicuousness by using expensive, high-quality products, this phenomenon is also called conspicuous consumption.

Li Zhongxin remembers that in later generations, at an auction near West Lake in Hangzhou, two ounces of Longjing were sold for a sky-high price of 145,600 yuan.

What is so special about these two taels of tea? Its price is far more than gold and more expensive than diamonds? After asking around, I found out that these two taels of tea have a provenance. 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.

Emperors of all dynasties designated the tea picked from these 18 tea trees as imperial tribute tea.

Later, Emperor Qianlong designated the tea produced from these 18 tea trees as "imperial tea". The two taels of tea at the auction came 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 benefits to a greater extent.

satisfy.

Since some goods have a conspicuous effect on others, such as buying high-end cars to show noble status, collecting famous paintings to show elegant hobbies, etc., the higher the price of such goods, the more willing the demanders are to buy them.

To a certain extent, high-priced goods can show the wealth and status of the buyer, and owning the goods will give you a respected and enviable sense of satisfaction.

Consumers will spare no effort and without hesitation purchase expensive products that can arouse the respect and envy of others. In essence, this is a manifestation of showing off.

From a psychological point of view, people who show off just want to be praised, praised and envied by others in order to obtain psychological self-satisfaction; the deeper level is a psychological state of nouveau riche. Of course, people with this kind of mentality

Most of the people are poor enough and have been depressed for a long time. Once their pockets are bulging, they want to vent their long-term suffering under poverty and depression. This is understandable.

The reason why the French are able to dominate the luxury goods market should be because they have studied this theory very thoroughly. Even Jemino, a guy who seems to be very nervous, has studied this kind of thing very thoroughly.

For things like red wine, what we pursue is quality, and the higher pursuit is brand effect.

When Lafite red wine becomes a big international brand, the Veblen effect will get better. When people's pursuit of high-quality big brands reaches a certain level, as Jimino said, it will get better and better.

The price of red wine from a good vintage will be higher.

And this kind of high-priced red wine will sell better in the market.

The best thing about France is luxury goods. Most of the luxury brands in the world are concentrated in France. On the one hand, the French pay attention to the quality of luxury goods. In terms of luxury goods, the high quality of French products is famous all over the world.

On the other hand, the French pay attention to the promotion of luxury brands. Whenever a French brand is mentioned by someone with money and status, it is a symbol of identity and status.
Chapter completed!