The shell is sold to the mobile phone price! Is the high price mobile phone case an IQ tax?

In the past two weeks, Apple iPhone Customization of the Year of the Dragon launched by the 15 series mobile phone The shell caused a heated discussion among netizens. Not only did the design not conform to the traditional "five claw golden dragon" image, but the high price was also "complained about" by consumers. The price of nearly 500 yuan can be regarded as "sky high" compared with several or dozens of mobile phone shells commonly seen in the market.

On the topic of "Is the priceless mobile phone case an IQ tax.

one Founder: The high price mobile phone case is an IQ tax

Before starting this topic, let's clarify what is "IQ tax". It is usually used to describe those products or services whose price is seriously inconsistent with the actual value, and consumers do not obtain equivalent practical value or economic benefits when purchasing, more often because of impulse consumption or being induced by the marketing strategy of merchants.

The most basic function of the phone case is to protect the phone from abrasion and collision in daily use. However, whether it is a basic model worth tens of yuan or a "high-end" model worth thousands of yuan, there is not much difference in the protection of mobile phone hardware. Although most of the high priced mobile phone cases may be better in materials, such as leather, carbon fiber and other high-end materials, their impact resistance may not be as good as the most basic soft plastic.

Take the iPhone 15 case mentioned in the first paragraph of the article as an example. In the introduction of Apple's official website, this product“ With gorgeous peony fireworks patterns, curly flowing lines and bright colors, the dragon's brave spirit is vividly displayed, implying happiness and auspiciousness. ”The main selling points are nothing more than comfortable hand feel, slim and portable, Magsafe support, and Meizu PANDAER's mobile phone case is more beautiful at 125 yuan.

The main selling points of the overpriced mobile phone cases on the market tend to focus on brand effect, sense of design and limited edition identity, rather than practicality. In this case, consumers are more likely to pay for the brand premium and the so-called "uniqueness", and these added values are largely the result of artificial creation and market speculation, resulting in irrational consumption. Doesn't this perfectly meet the definition of "IQ tax"?

two The opposite side: the high price mobile phone case is not an IQ tax

Evaluating the market value of a product is determined by the supply and demand relationship and the value of the product itself, including but not limited to practicality, artistry, brand value, scarcity and other factors.

The reason why high-end mobile phone cases can be marked with high prices is that they provide added value beyond basic protection functions. For example, some mobile phone cases are operated by well-known designers themselves, which incorporate unique design concepts, making mobile phones a portable artwork; The co branded mobile phone cases of some luxury brands reflect the fashion trend and high-end lifestyle, and meet the needs of fashion groups for personalized expression and social identity.

Not only that, consumers also have their own right to choose when they buy products. For example, the iPhone 15 Year of the Dragon case will be iterated with new phones every year, and the users who buy them are "regular customers", Having fully understood the product information, they are also willing to pay a high price to buy the unique and high-quality mobile phone case. The protection function has become an "addition", and the spiritual satisfaction is more important.

three Summary

To sum up, the priceless mobile phone case is not only a tool to protect mobile phones, but also a product integrating design, technology, brand and culture. As long as consumers purchase based on the principle of informed consent and obtain the value they recognize from products, they cannot be characterized as "IQ tax". Let's talk together. How much mobile phone case will make you unacceptable?

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