Phil, I'm certain those are dealer prices but I was surprised to see that they are inclusive of VAT. That seems odd to me. (1) Do resellers get charged VAT on business-to-business transactions with their suppliers with a second VAT hit applied at the time of retail sale?
EDIT: Actually, now that I look at that page again, it says "Login for prices". Hmmm. So, then, what are the prices appearing on the page? (2) Those can't be retail prices (if they are, I suspect someone's going to be getting a call from Godox).
Dave:
(1) It's one of those PITA systems devised to keep desk-jockeys in work checking up on everybody and ensure that nobody gets out from under the thumb. Not only are vendors kindly permitted to act as unpaid tax collectors for the Government concerned, they also get to double their paperwork at the same time. Cock-eyed system but still a heck of a lot better (for the end user) than the 55% tax we used to pay (in the UK) on "Luxury Goods". No, that's not a typo - fifty five percent.
(2) As I said previously, IF those are recommended retail prices ............... 
Actually, I think the whole site is similar to the fishing expeditions we see on Alibaba, where folks are testing the market to see how much demand they can generate. Then suddenly the prices become slightly different!
You buy with VAT. You sell with VAT. You report the incoming and outgoing VAT. You pay the difference. So the supplier only pays the VAT for the price incerase.
To clarify:
Each purchaser in the chain (importer/distributor/wholesaler/retailer) pays VAT on the total price to them. They then add their mark-up and charge VAT on their selling price (excluding previous VAT). That purchaser, IF REGISTERED, then reclaims the amount of VAT on all purchases they paid; quarterly. At that time, they pay the Government the full VAT on their total sales - even where there was no input VAT.
If UNregistered, they cannot charge VAT on their sale nor can they claim what they paid out so that generally becomes hidden in their selling price. The entire system MUST have been invented by someone with nothing better to do than torture folks - potentially five lots of paperwork (unpaid, of course) for one eventual lot of tax. After all the sets of input tax and output tax, eventually only the end user ends up actually paying. Tortuous? Downright perverse!






