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    Luxury Goods In China Will Become A "New Fashion".

    2015/3/25 17:02:00 6

    Luxury GoodsChanelChinese MarketFirst-Line Brand

    Prices have always been increased but not depreciate. Luxury goods The price of the card has been cut down in the Chinese market. The recent international price adjustment of Chanel, the biggest international brand in Hongkong, has aroused the panic buying rush of stores in Beijing, Shanghai, but also many consumers have doubts about its high price system. The Yangcheng Evening News reporter who interviewed in Hongkong has found that many luxury goods insiders believe that the price reduction of Chanel has much to do with the negative impact of the market consumption environment. It will also bring a wave of price cuts in the Chinese luxury market as a whole, so that other high-end consumer brands will slowly emerge.

    Chanel willing to cut prices will take risks?

    As an international brand, Chanel The price strategy, which has always been in line, is to raise prices. The reporter looked at the past records of Chanel, and found that in 2013, the price rose two times and the price rose in 2014. What is the sharp reduction in the price of the Chinese market this year?

    Some analysts believe that the Chanel round is in Europe. Chinese Market The reasons for different price adjustment strategies are that the continued depreciation of the euro is on the one hand, and on the other hand, the sales in the mainland of China continue to decline, while most Chinese consumers are spending overseas.

    "The classic Chanel model in the European market is out of stock for a long time. This makes the local consumers very much. " A senior businessman told reporters that in Hongkong and the mainland, the classic section can be easily bought because the price is much higher than that in Europe.

    Another point to note is that China's anti-corruption campaign has also made international efforts in recent years. First-line brand Hit. "Some luxury stores have lost more than 50% of their sales. If there is no price adjustment, I am afraid that the tide will soon appear." Many luxury marketers say so.

    "But the price reduction of luxury goods is often a blow to its own positioning." In the Chinese market, with the development of economy, more and more people are willing to buy luxury goods. Once the threshold is lowered, the temptation will weaken, and some fans of the brand will even turn to other higher threshold brands.

    The price is not only Chanel.

    Then, will Chanel's price adjustment drive other luxury prices to pick up the wind? The answer is almost certain.

    According to a press survey, there is still a huge gap between the prices of many luxury goods in the US and China. For example, a classic bag of LV is priced at 29000 yuan in Tai Koo Hui, Guangzhou, which is priced at more than 19000 yuan in Hongkong, and sells for over 12000 yuan in Paris, France.

    At present, the "luxury" brand that chooses to cut prices is not the only one in Chanel. It has been revealed that Dior has recently lowered the price of some classical models, including MissDior and other series, which has fallen by 10 to 20%.

    But even so, this year's DIOR new canvas bag in Guangzhou is priced at 17500 yuan, priced at 14800 yuan in Hongkong, and the price in the mainland is still higher than that in Hongkong.

    Trend

    Global price integration of luxury goods

    "With the development of global economic integration, the global price integration of luxury goods is also inevitable. Chanel has always been the vane brand of the luxury goods industry. Its move is also releasing a signal: Chinese people can buy reasonably priced luxuries without going abroad. The president of the Institute of wealth quality, Zhou Ting, told the media before that.

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