Luxury Electric Providers Cut Prices By 30%

In March 18th, Chanel implemented a strategy of reducing the price of Chinese stores by 20%. At the same time, it would increase the price of European counters by 20% in April 8th, narrowing the price gap between China and Europe to about 5%.

At this point, luxury goods and electricity business, which is competitive advantage at home and abroad, is unable to sit still.

Reporters found that after Chanel price adjustment, domestic luxury electric business

It has been posted on the top of the official website's home page. "This day is finally coming, and Chanel is all in the bag straight down" topic. At the same time, Chanel has marked "original price" and "straight down amount" for each product, which is very eye catching.

For example, a Chanel Le boy black striped bag was sold at a price of 31200 yuan, and the current price was 27449 yuan, which dropped 3751 yuan and the price range was 12%.

Zhu Xiaoxuan, director of the market center of temple library, told the Beijing Commercial Daily reporter that the Chanel price of temple library has been lower than the domestic market price by 10-20 percentage points.

At present, the Temple store has lowered the price of Chanel bags under the online and offline stores by about 10%-30%.

Coincidentally, Fifth Avenue luxury network also reduced the price of Chanel bags on the website.

If the original price of a special counter is 30400 yuan, the Chanel blue blue velvet classic cover bag is priced at 25850 yuan.

Chanel's price cut has triggered a consumption boom.

Shanghai's Hang Lung Plaza store was overcrowded on the day of its price cut. Last weekend, the SKP store in Beijing, Singapore, was also queued all day outside the Chanel store.

Many stores in Nanjing, Hangzhou and other places are queuing up at the scene.

"This is a sign of the return of luxury consumption."

Sun Yafei, founder and CEO of Fifth Avenue, told the Beijing Commercial Daily reporter.

She believes that after Chanel's price cut, the mainland luxury market began to pick up and market confidence was boosted.

However, the vertical category of electricity providers are therefore facing a crisis.

Zhu Xiaoxuan said that those who simply earned their price difference were "buying" and "buying".

"Model business platform will be affected.

"Electricity providers are most afraid of not brand price reduction, but fake."

Sun Yafei said.

Industry experts, Zhou Ting, President of the Institute of wealth quality, also said that the price difference is the basis for the survival of vertical business operators. The price difference between counters and overseas has dropped sharply, which will seriously squeeze the living space of vertical electric providers.

"Vertical electricity providers and purchasing channels may gradually fade out of the market."

Meanwhile, a high-end watch dealer in Hongkong also told the media that overseas purchasing will eventually become a past tense.

Chanel's price adjustment also released the net signal.

Bruno Pavlovsky, President of Chanel fashion department, announced the price adjustment strategy overseas. The new pricing strategy will help the brand to step out of online sales, and implies that the group needs at least 18 months to two years to develop a global powerful function.

The price of luxury goods will be reduced to a net, which will refer directly to the market place of luxury electric business.

"Previously, luxury brands such as Chanel have been excluded from e-commerce, but they may cooperate with professional e-commerce platforms in the future." Sun Yafei believes that platforms that are consistent with brand positioning and tonality are more likely to get the authorization and cooperation of luxury brands.

Industry experts say that the risk of market shock will be smaller if we have more voice in the supply chain.

And Tmall, the biggest e-commerce platform in China, is trying a more direct way to attack the luxury supply chain.

Ma Yun met with Italy's prime minister and Minister of economic development in Rome in recent days to win the "overseas purchasing" of Italy luxury Prada, Armani and other brands, and to sell the European commodity parity to Tmall by cross-border e-commerce.

Tmall responsible person told the Beijing Commercial Daily reporter that "will enable Chinese consumers to enjoy the services of global parity" without leaving home, and will gradually cooperate with Royal Mail and Australia Post in cross-border logistics.

Zhou Ting believes that Tmall's massive entry into luxury goods is bound to further affect the living environment of vertical electric providers.