Luxury Chanel'S Price Cut Triggering Consumption Hotspots

Recently, everyone scrambled to buy Chanel because its company issued a statement that it decided to coordinate the global market pricing of 2.55, 11.12 and le Boy three classic handbags from April 8th. The three handbags will be lowered in mainland China, while the European price increase will be 20%, and the geographical difference will not exceed 5% after adjustment.

After adjusting the price, the price of the 11.12 handbags in China dropped from the previous 38 thousand and 200 yuan to 30 thousand yuan, and the difference between domestic and foreign prices narrowed from 14 thousand and 700 yuan to 1800 yuan. Similarly, the price of the Le Boy handbag in mainland China was reduced from 32 thousand and 700 yuan to 26 thousand yuan, and the difference between the two places narrowed to 1400 yuan.

Chanel as

Once, "only to rise or fall", but this initiative and "high profile" price reduction should be good news for the "powder".

After the announcement of the price cut, Chanel's boutiques in various major cities quickly felt the enthusiasm of the fans.

It is reported that Beijing, Shanghai and other cities boutique front queue long battle is quite spectacular, a few boutique shops in Guangzhou are almost out of stock, and ultimately have to "limit current".

"This is a permanent price cut, not a time rush. If we don't rush to buy it, we can come back later."

This scene took place not long ago, in front of a Chanel store in Hongkong. Although the shop assistant had been grooming repeatedly, people still remained obsessed with it.

A handbag that costs tens of thousands of yuan after the price reduction (which is equivalent to twenty percent off of the original price), can lead to panic buying. This battle is staggering.

In other words, is this "Chinese luxury consumption" normal? Where is the consumption rationality of the Chinese people?

In my view, the current consumption of luxury goods in China is not only consumption impulses, but also lack of consumption rationality.

I believe that even though Chanel has cut prices, the actual price is still higher than that of the same products in Europe.

Moreover, if we look back at Chanel's market pricing for many years, we will find that "climbing steadily" is the most true portrayal of it.

Statistics show that in 2010 and 2011, the price increase of Chanel was 20%~40% and 20%~30% respectively, and the price adjustment in 2012 was 10%~15%.

Roughly estimated, over the past 5 years, Chanel has increased its annual average price by more than 15%.

Back in 1955, when Chanel released the first 2.55 pack, it sold for $220, and now it costs at least 4830 dollars to buy this classic bag. In less than 60 years, the price of Chanel 2.55 has increased by more than 20 times.

As a famous luxury brand in France,

It is regarded as the vane of the world's fashion world.

In recent years, Chanel has increased its customary price every year.

But for the soaring price of Chanel, consumers or "fragrant powder" seem to be "habitually" accepted, and even think that the annual price increase is the embodiment of high-end brand image.

This concept of consumption is reflecting the current situation of luxury consumption of Chinese people.

At present, China's consumption of luxury goods is still in its initial stage. Compared with developed countries, China's consumers' mentality is not mature, vanity is greater than grade, and the connotation of luxury products, technology, brand culture and other luxury goods is not well understood.

According to analysis, luxury has always been.

In the emerging market countries, the market skimming strategy is used to price the products by making use of the immature state of primary market and primary consumers.

At present, the expansion of consumption desire, which is limited by curiosity, conformity and competition, has become a common social problem.

Therefore, the author believes that changing the current situation should make adjustments and changes in consumption psychology, consumption grade and consumption policy, so as to promote the luxury fever in China to return to the rational category at an early date.

From the psychological aspect of consumption, we must reverse the "face style" consumption.

Asians' face saving culture boosts luxury consumption.

According to the survey, more than 70% of Chinese young consumers buy luxury goods just to have a luxury. Brand culture is not important. Let more people know that it is a luxury item. The biggest selling point is "must be the luxury goods recognized in the circle".

Moreover, many white-collar working-class people are crazy about buying a Chanel or LV handbag, and other expenses are everywhere.

And when you ask them why they want to do so, is it necessary to save and save for a bag? The answer may be one, no, no, no way, just like it.

Because of the short time that luxury consumption has entered our country, the consumer psychology of our consumers is not mature enough, and it does not match the speed of wealth growth. There is not enough rational thinking in the consumption field, and there are unreasonable and unplanned consumption behaviors and consumption patterns that follow the trend and follow suit.

Presumably, among the crowd who queued up in Chanel stores, there are many people who are motivated by consumption impulses.

From the perspective of consumption quality, we should strengthen the deeper understanding of the connotation and value of luxury culture.

Most luxury consumers only have the corresponding economic strength, but the cognitive level of luxury goods is relatively plain.

For example, the brand of Hermes is low-key, and many celebrities are using it.

But if my temperament is not consistent with the brand's fit, it will backfire.

The dignity of luxury goods lies in its rich brand connotation. We should shape and change ourselves by appreciating its delicacy and taste.

According to an overseas student, some of the wealthy people in China from abroad did not ask, "which is the latest season of this season?" and "is this color suitable for me?" instead, I asked, "which is the most expensive?"

This "local style" buying way has skipped etiquette and elegance, just to show off and show off.

Quite a few of the rich Chinese have bought the luxury goods for a long time, but the high consumption and capricious consumption have not brought any good reputation to themselves.

It is reported that the western media, while recognizing the Chinese consumption ability, also pointed out that many Chinese consumers may just buy goods, rather than buy "taste".

In fact, many consumers in Chanel do not know the origin of Chanel 2.55 may be endless.

The author believes that at present, luxury consumers in China need to cultivate elegant taste of consumption, take luxury as a part of life art, and experience the cultural quality, creative quality and technological quality of luxury goods.

From the point of view of consumption policy, it is necessary to adjust tax policies and appropriately cut taxes on some luxuries, such as high-end bags, belts, etc., so that the price gap between luxury goods inside and outside the territory will not be too large, and the consumption behavior will be pferred to the domestic market.

Statistics show that in 2014, 76% of Chinese consumers' luxury consumption took place overseas.

Too much price difference has led to "extravagance" of Chinese people.

At the same time, through this adjustment price, the environment of the whole luxury consumption market will be more civilized and standardized.

For example, from the adjustment of tax revenue to the price of luxury goods at home and abroad, the informal purchase of goods by individual purchasing, Taobao shops and a large number of high imitation products will become less and less, or even disappear.