Chanel'S Price Cut Is Still Hot For Half A Month.

From Hangzhou Tower to Shanghai golden center, from Chengdu international financial center to Beijing Xinguang world... Wherever there are Chanel stores, there are many customers queuing up to rush into stores. Even at 8 or 9 in the evening, customers still have plenty of customers. According to Chanel customer service staff, this is not a price cut, but to coordinate the price gap in different markets around the world. The adjustment has been started since March 17th, and consumers have responded enthusiastically.

Staff: we are price adjustment, some bags, wallets, watches prices have been adjusted, starting in March 17th. Xinguang Tiandi, Wangfujing, The Peninsula Hotel stores, basically our classic bag, and a small part of seasonal money has been adjusted. Not all of them are tuned. (skin care products, perfume) are all out of tune. Now you need to queue up.

It is understood that this time, the average price of Chanel in the Chinese market is reduced by about 20%. In contrast, in Europe, the price was raised by 20%. In this way, the price of a classic Chanel handbag in mainland China will be reduced from 38 thousand and 200 yuan to 30 thousand yuan, and the price difference has narrowed from 14 thousand and 700 yuan to 1800 yuan compared with the European price after the rise in price.

Chanel can be said to be the brand with the vane function in the luxury goods industry. The luxury brand of Chanel has begun to lower its status and cater to Chinese consumers. In this way, will other luxury brands follow up? Today, several luxury brands interviewed by the staff are not informed.

Luxury brands: there is no news of price reduction; yes, our prices will not drop; we have not yet received notice that we will not reduce.

However, there is news that the LVMH group's tag heuer watches have followed Chanel's price cut in the Chinese market. During the 2014 earnings announcement, Versace CEO said it would pay close attention to competitors' actions and examine its pricing mechanism. If there is any adjustment, it will be implemented in May.

Zhou Ting, President of the Institute of wealth and quality, affirmed that Chanel's price adjustment will definitely touch other luxury brands. Despite the official announcement of brand names, in fact, many luxury brands have begun to discount in some form.

Zhou Ting: some brands may not openly admit that they are adjusting prices. But we have actually seen some. Luxury brand Discount in disguised form, such as special sale at home, special discount of VIP, and even some luxury stores in Beijing and Shanghai, have already sold 50% or 30% discount plates. Some brands in this field have begun to do so in order to boost sales and stimulate the market. For example, Heuer, Patek Philippe, Dior, they are in different areas in different forms, are actually in Modify price 。

stay Zhou Ting It seems that if the price is not adjusted, the luxury brand will lose the market.

Zhou Ting: we believe that the global price integration of luxury goods is an inevitable trend. This kind of price adjustment will enable the first tier brands to gain market opportunities and space under the current market structure, and those who do not adjust prices can only say that they are losing consumers and losing the market.

People in the industry described the Chinese luxury market in recent years: before 2013, we opened the door waiting for customers to pay for the goods. The company's training of the big screen marketing rules of smile service simply couldn't be used; but in 2014, it failed, and my face froze and I could not sell a few products a day.

One phenomenon is that in 2014, the luxury market in mainland China experienced a negative growth for the first time. But in the global luxury market, the consumption of luxury goods in mainland China increased by 9%. This means that Chinese luxury goods consumption venues are mainly overseas.

Today, Chanel, which has been raising its annual price in the Chinese market for 5 consecutive years, has dropped its position to take the initiative to lower the price of the Chinese region. Zhou Ting, a Research Institute of wealth and quality, said that an important consideration of the brand itself is to prevent a collapse in the Chinese market, and the two-way pricing strategy will not only boost the Chinese market in the short term, but also maintain a high profit margin in the European market.

Zhou Ting: over the past year, China's luxury market has been seriously declining, but at the same time, Chinese luxury consumption abroad is rising. In 2014, the Chinese consumed 47% of the world's luxury goods, 76% of which were purchased outside China. The luxury market is seriously upside down. China has a large number of stores, but all of them are reduced to billboards and display shops.

Of course, Chanel has a certain effect on reducing fake products. Another consideration is that luxury goods provide a foreshadowing for e-commerce.