No More Democratization In Countries That Consume Luxury Goods.

Some of the local tyrants who often go abroad to pick up goods are asked about GUCCI's old cards, and they are disgusted with their faces. "Not too much, too low", "these old luxury goods have long been overflowing in China, and the trend of smaller brands has attracted me more." so you probably understand why this once luxurious luxury brand is now in the mire.

"The level of people who can afford GUCCI is far lower, and its reputation in the country is not very good." A rich two generation said that wherever they live, the rich live in a certain circle. They can neither fit in with the circle nor show themselves different from others. The implication is that GUCCI has shown no distinction between "special" and "hierarchical" for them.

Although the brand remolding plan has been running for some time, GUCCI is still struggling to get rid of the vicious circle. The lesson of GUCCI also warns many brands that are still famous in China. They should not be overly popular. In luxury consuming countries, people do not advocate equality and luxury democratization.

Luxury brands always talk about the story, design and history of products. Fundamentally, luxury symbolizes the division of classes and symbolizes people's desire for upper class. Unlike mass consumer goods, luxury goods industry has a set of marketing principles around it. Following these rules, Chanel, Ferragamo and Cartire of those family businesses developed into global brands. "Do not let customers easily get" is one of these marketing.

Or because of the profits that are perplexed in front of us, GUCCI runs counter to it. In addition to increasing the number of entry-level products in large numbers, the rapid expansion of the Chinese market has opened up a large number of stores, regional discounts, stationed at outlets, and the products that are widely seen in the market. It has exacerbated the lack of rarity and exclusivity of GUCCI as a luxury brand, resulting in people's desire for it. Subtraction.

Analysts said, "in China, Discount It may attract some customers who are quick to purchase, but the sustainability of purchasing power is still maintained by some high-end consumers. Once the discount, high-end consumers purchase mentality is different, brands feel a lot worse in their minds.

The popularity of luxury brands is indeed a double-edged sword. Consumer Embracing it will bring more profits, but once the exclusive and exclusive luxury brands are lost, the most important brand value and image will be lost.

For the declining performance, GUCCI hopes to break the old stalemate and replace it with Alessandro Michele, the new creative director. Unlike previous creative director Giannini, who has a smooth, elegant and noble style, Michele's design is relatively neutral. He is trying to develop a younger market. about Alessandro Michele Taking over the creative director of GUCCI, the fashion industry has mixed opinions, and the parent company's cloud group is more concerned about the market reaction. However, the immediate question remains: can such design be welcomed by the market?

This is expected to reverse the decline in sales, but according to the latest quarterly report released by the fashion giant Kai Yun group, GUCCI's performance fell 7.9%, the worst performance of the quarter. Although the change is good, GUCCI will lose its important customer base: middle-aged women with strong economic strength. Alessandro Michele sense of fairy is not so immortal, say a little girl wind seems not complete, and deliberately deliberately obscure gender elements.