Luxury Goods Are Not Far Away From The World.

At the just concluded Basel watch exhibition, Patek Philippe (PP) announced a 18% cut in the mainland market. On the first day of Pakistan exhibition, tiger Heuer first cut prices in Hongkong, with an average drop of nearly 20%. Of course, during this period, the most concern was the price reduction of Chanel. The drop in the price of a package was 8000 yuan.

These make the week of 3 almost become a "big price reduction week" - some people applaud, some people secretly hurt themselves, of course, more is behind the silent smoke. As a leader in two industries, what will be the impact of PP and Chanel's move?

At least once a year, and three or four times more, the self preservation mode of luxury goods (of course, most of them are based on raw materials and exchange rates) has been used for many years. This is how many people have rubbed their eyes when Chanel announced the price reduction. Moreover, it is not a different family, it is just a brand that is still strong in the economic downturn.

As for the news of Patek Philippe's reduction in Basel, the industry did not show much surprise, because it had made a foreshadowing in the Hongkong market, the highest decline of 22%. Hongkong price A drop will naturally widen the gap between the mainland market and the mainland market.

"PP is not the first time to cut prices. In 2009, the price cut was a great success. It became a classic case. However, at that time, it was relatively low-key and did not announce publicly that only a few people in the industry, including the customers concerned, were clear. From the 90s of last century, Patek Philippe's tens of millions of watches collector A brother said, and in 2013 and 2014, PP has been lowering the price of Hongkong. Before this year, the price was probably around 16.5%. It was not thought that it would be as high as 22%, such as 5712/1A, the old price 297900 Hong Kong dollars, the new price 231200 Hong Kong dollars.

All the time， Luxury goods It is very sensitive to the word "price reduction". brand image Therefore, it is not so easy to get down, so the usual pattern is to extend the discount season. Even if someone secretly descends, he will not readily admit it. "We are adjusting prices, not reducing prices, because there are also ups and downs (sometimes six or seven yuan down and only one increase, and they are holding on to straw as well)." In recent years, similar responses have been heard too much.

It is said that in the past few days, Dior also had a package payment of 10%~20%, though not a classic one, nor did it have a high-profile announcement. Chanel and PP finally made this embarrassing thing public. "Luxury can only rise or fall, that is, the myth of brand packaging these years. Many consumers have been brainwashed for a long time, otherwise they will not see long queues on price cuts." Privately speaking, an industry insider said that the price reduction of PP and Chanel might make Chinese people's understanding of luxury goods enter a new stage.