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古巴雪茄全面调价

2022年05月13日 来源:加勒比之光 作者:加勒比之光
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虽然业界一直有古巴雪茄涨价的谣言,但是5月10日官方证实了。根据古巴雪茄的经销商哈伯纳斯公司的声明,其旗下所有品牌在全球各地的价格都将上调,尤其是高希霸、特立尼达的涨幅最大。他们的价格将参照香港市场定价来定,而香港市场是目前世界上古巴雪茄售价最昂贵的市场之一。粗口径的高希霸每支售价将超过100美元,贝伊可系列将更贵,整盒几百美元的高希霸不太可能了,而需要几千美元。

哈伯纳斯公司在10号发布的一份新闻稿里表示,供求失衡是古巴雪茄调整的主要原因,市场对高希霸的需求不可阻挡。作为国际公认的奢侈品,高希霸的上调价格是合理的。连同特立尼达品牌,都将以香港市场的售价作为参考,巩固其在哈伯纳斯品牌中的精英地位,成为卓越的哈伯纳斯品牌。

将高希霸、特立尼达的定价和香港市场零售价保持一致,为全球所有市场设置了最低价格,以巩固高希霸、特立尼达的的奢侈品的地位。其他品牌的价格,哈伯纳斯公司也做了调整,包括蒙特、帕特加斯、罗密欧与朱丽叶,但只有高希霸、特立尼达是和香港市场标准挂钩。

即使在这次调价之前,高希霸、特立尼达已经是世界上最昂贵的古巴雪茄。这次调价的幅度是相当大的,高希霸世纪6,公牛尺寸,在英国的零售价是每支46.35英镑,折合57美元。而在瑞士,世纪6的零售价是56美元。

在香港,高希霸世纪6的零售价是761港元,折合97美元。如果参考这个价格,世纪6在英国的价格将上调68%。

即便全球古巴雪茄零售价最低的古巴地区,价格也在上调,高希霸的定价将达到香港市场的水平。《雪茄爱好者》杂志的记者上一次在哈瓦那的时候是2020年2月,当时可以找到的高希霸世纪6的零售价是20古巴比索,考虑到美元兑换古巴比索的汇率损失,实际价格是22.6美元。当执行香港价格水平后,同一支实际6的售价将是以前的四倍多。

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全球各地何时调价,具体取决于当地市场。一个行业资深人士告诉我们,大概几周到几个月的时间不等,取决于当地的烟草法规。

这对雪茄零售店来说意味着什么?一位不愿意透露姓名的欧洲零售店店主说,雪茄世界将发生巨大变化。非古品牌将更受欢迎。他们已经在欧洲站稳脚跟。他们的优质产品线也会跟着上调价格。

另一位古巴雪茄的零售商认为,这次上调价格将会影响古巴雪茄的销售。

如果哈伯纳斯公司的判断是正确的,高希霸保持着“不可阻挡的需求”,那么高希霸就不能定价太高。加价只会导致客户群体统计数据的变化。偏好高希霸、特立尼达的高收入阶层的消费者不太可能因为定价而改变消费行为。

根据全球行业分析研究机构对奢侈品的研究,2022年全球奢侈品市场估计为2428亿美元,预计到2026年将达到2969亿美元。

哈伯纳斯公司表示,每年5月份,哈伯纳斯公司都会更新整个产品线的分销网络的销售价格。而在2022年,他们考虑了当前影响行业的所有方面,包括奢侈品市场、高档雪茄市场,以及价格金字塔的最高部分的全球同质化新战略。

附参考文章:

While rumors have been circulating around the industry, today it’s official—Cuban cigars are about to get more expensive the world over. According to Cuban cigar distributor Habanos S.A., all of its brands will see an increase in prices in every global region. Cohiba and Trinidad in particular will have the largest jump, as they will now be priced in accordance with the Hong Kong market, which is one of the most expensive in the world. Bigger Cohibas will sell for $100 each, Behikes far more, and boxes will no longer be priced in the hundreds of dollars, but in the thousands. 

Habanos cites an imbalance between supply and demand as the primary reason for the price hikes, in addition to an “unstoppable demand” for Cohiba. Habanos also points to Cohiba’s position as an internationally recognized luxury product to justify the increase.

“Habanos, S.A. has decided to reinforce this positioning and to set Cohiba prices uniformly at a global level,” taking Hong Kong pricing as a reference, the company said in a press release issued today. “This decision applies similarly to the Trinidad brand, which consolidates its position among the elite of Habanos’ brands, becoming the boutique Habanos brand par excellence.”

The move by Habanos, aligning all Cohibas and Trinidads to Hong Kong high pricing, sets a minimum price in all markets worldwide, to reinforce Cohiba and Trinidad as luxury brands. Habanos is also raising prices for its other brands, including Montecristo, Partagás and Romeo y Julieta, but only Trinidad and Cohiba are being pegged to the Hong Kong standard.

Even before this spike in prices, Cohibas and Trinidads were already among the most expensive cigars in the world, but this change in prices will be considerable. A toro-sized Siglo VI presently retails for £46.35 in the United Kingdom (about $57). In Switzerland, a Siglo VI retails for around $56. 

But today in Hong Kong, current pricing for a Cohiba Siglo VI is HK$761 (around $97). When these higher prices go into effect the price of a Siglo VI will jump approximately 68 percent in the U.K.

Even in Cuba, which has traditionally had some of the lowest Cuban cigar prices on the planet, prices are going up, and Cohibas will be priced at the Hong Kong level. The last time Cigar Aficionado was in Havana, in February 2020, Cohiba Siglo VI cigars (when they could be found) were priced at around 20 CUCs, or $22.60 when factoring in the conversion loss from U.S. dollars into Cuban Convertible Pesos. When this new price hits in Cuba, that same cigar will sell for more than four times the old price. 

The price hike will go into effect at different times around the world, depending on the market. “It all depends on the local tobacco regulations,” said someone with industry knowledge, “a few weeks to a few months.”

So what does this mean for retailers? “A huge change to the cigar world,” says one European shop owner, who wishes to remain anonymous. “New World cigars are going to become even more popular” the vendor says, referring to non-Cuban brands as they gain a stronger foothold in Europe. “But I think they will follow as well as the premium lines.” Another Cuban cigar retailer lamented: “This will kill the Cuban business here.”

Still, if Habanos is correct and Cohiba maintains its “unstoppable demand,” in the cigar market, then it’s unlikely that Cohibas will ever be priced out. The markups will only result in a shift in customer demographics. Consumers in high-income brackets with an appetite for Cohiba and Trinidad cigars are also unlikely to change their spending behavior. According to a recent study of luxury goods by Global Industry Analysts Inc., the global luxury goods market for 2022 is estimated at $242.8 billion with projections of $296.9 billion by 2026.

“As every year around this time, Habanos, S.A. has updated its selling prices for the distribution network for its entire portfolio,” Habanos stated. “For 2022, they have been established taking into account the current demanding aspects affecting all sectors, including the luxury and premium cigar market, and a new strategy of global homogenization in the highest segment of the price pyramid.” 

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