奢侈品的做法距离我们所熟悉的商业原则如此遥远,甚至常常南辕北辙。难缠的消费者总是心甘情愿忍受种种不便,然后用数十倍的价格为那些确实非常卓越、但也确实没有什么实际用处的“功能冗余”买单。这种矛盾体现出的恰是奢侈品与货品化商品之间,在DNA层面上的互相排斥。奢侈品是专属于小众的权力,它独特的经营模式和原则构成了“奢侈”的逻辑。 Luxury practices are so far away from the business principles we are familiar with, and often even diametrically opposite. Tough consumers are always willing to endure the inconveniences and pay tens of times for “functional redundancies” that do really great, but do not really make any difference. This contradiction is precisely reflected in the luxury goods and goods of goods, at the DNA level of mutual exclusion. Luxury is the exclusive power of niche, its unique business model and principles constitute the “luxury” logic.