The Price Of Luxury Goods Has Been "Unable To Speak".

"At the end of September and early October, we just had a round of price adjustment. As for the increase, it was hard to say, because there was a rise or fall. Our family is not comparable, it's just an adjustment. " A luxury store clerk told the reporter euphemistically. I remember that two or three years ago, when asked such questions, the salesmen were mostly heroic and aggressive. They had a tendency to go home and cry after they did not buy this shop today, but now they not only weaken the problem, but also invariably turn the word "boom" into "tune". Because in the past two or three years, the price strategy of luxury goods failed, and "Chinese money" was hard to make.

And at the other end, Outlet Beckoning.

　　 The price strategy is failing.

　　 Luxury goods "No bitterness"

"Sales have been falling all the time, and the effort we are making now is basically to maintain, fall or remain flat." This is a brand related responsible person told reporters privately.

There are many bitter melon faces recently. Kai Yun group must feel very embarrassed, because every time its face is very dignified, and once the leader's position is also unsettled. As the group's core brand, Gucci's sales in the third quarter dropped 1.9% compared to the same period last year, slightly better than the 2.4% decline in the second quarter, but this is still a bit more than analysts predict a decline of less than 1%.

Another difficulty is Coach. In the first quarter of 2015, the overall sales fell by 19% over the first quarter of the year, and the growth rate of the Chinese market on which the brand survived was greatly reduced: 20% in the previous quarter, and 10% in the recent quarter. Since the beginning of the year, Coach's share price has fallen by nearly 40%.

It is estimated that only the Hermes can hold the more than 10 point increase in the luxury goods circle. Most brands are facing the cold winter. Even the previous rise in prices has been low key this year. In April and May of this year, Chanel, Cartire, Hermes, Dior and Fendi had some brands. Raise price The average is around 5%. In November, Ferragamo increased by 10% against the classic, but the salespeople were not so happy to say this, and explained vigorously that the increase in all kinds of costs, such as manpower, was not the so-called "strategic price increase" in the past. "What can it do if you can't sell it?"

It is said that Chinese people are buying or selling, but nowadays most brands are beginning to accept consumers' faces. Nelson's shopping trend report says that over the past three years, people who are willing to try new brands with new products have risen to 15%, up from 26% in the previous year. Occasionally try new brand new products, but consumers who usually prefer their favorite brands reduce from 70% to 59%. Consumers are more willing to try new things, and many brands' "price strategy" has gradually failed. Mulberry and Lancel are examples. Sale Big drop.

　　 Waving to OLE and electric providers

　　 Luxury goods Busy inventory elimination

Luke and his wife have recently visited otter rice in Xiasha, targeting two brands that have recently come in: GUCCI and BV. "The discount of BV is so tempting that it is generally 33% off and half off, too. It is much more expensive than the counter, but it is a pity to run in and find that there is nothing good, and it is estimated that it has been robbed." Luke said. Behind the scenery of the discount store is the price of the boutique. The shop assistant is very worried. "One day we sell a belt. How do we spend the day?"

Besides the expansion of the outlets, luxury goods are also looking forward to the business. This year's "double eleven" has seen the sweetness of the show. When the responsible person purchased goods in Europe, foreigners listened to China's "double eleven" and immediately asked to join the price voluntarily. "We are basically 5~7 discount on European retail prices, and they gave a 20% discount on that discount basis." Xiu Xiu network official told reporters.

There are many similar brands with low prices. Hangzhou Tower, a luxury leather goods salesperson, told the Qianjiang Evening News reporter that he used to buy a crocodile leather bag of about 300000 yuan. direct After leaving, he can still apply for a $twenty thousand or thirty thousand crocodile skin. There are also brand salesmen privately indicating that they have 20 percent off preferential privileges for new products, but they will not release them properly (of course they have to sign the process). This year, a big 50 percent off sale for VIP customers surprised the industry. Although the scope is small, it has a great impact. "This year, there are more brand sales for VIP than in previous years, and some are frequency increases, which is a clear trend." Zhou Ting, President of Qian Bao think tank and President of the Institute of wealth quality research, said.

In Zhou Ting's view, the sharp decline of China's luxury market has caught many brands off guard, but they need to digest inventory, but the discount way is always a double-edged sword. "Too much discount is sure to dilute the brand value, which is a signal." Zhou Ting said, "in addition, the era of luxury marketing is gone forever, and the discount will bring a rapid escalation of consumption, and the market will gradually return to reason."

China Luxury goods The sharp drop in the market has caught many big players off guard, but they need to digest inventory, but discount is always a double-edged sword.