Luxury Brands' Crazy Discount Season Is Coming.

Luxury brands never seem to be as approachable as they are now: Gucci lady sells half off yuan after the stamp bag is sold for 5400 yuan, and the clothes and skirts of Hermes discount are lower than the original price at least 5000 yuan (about 3997.5 yuan).

Click on Net-A-Porter, a pair of Jimmy Choo purple Abel sheepskin high heels, from 595 U.S. dollars (about 3600 yuan), 40 percent off to 367 dollars (2200 yuan).

Do you have to go to Hongkong without going to sea? You don't have to envy your teeth because the promotion of Gucci has spread to the mainland.

Since May 27th, Shanghai's Gucci has not only been fully opened, but also has a lower level of 50 percent off.

On the second day after the event, the Gucci Golden Eagle Plaza store in Nanjing West Road still had a long queue until 5:30 pm.

It's hard to get in. Customers find that "resolute start" is the golden rule. Promotional products will not be replenishment. Just a little hesitation, you can only watch the shelves become empty.

Whether it is bought, not bought, passing...

The grand occasion of queuing in Gucci continued for many days in the circle of friends of many people.

For China's massive discounts in mainland China, Gucci China responded by mail, which is because the brand is changing in the new direction. The 2015 autumn and winter series designed by the new creative director Alessandro Michele will be launched in mid 7.

"Gucci is doing this in order to get out of the" Frida Giannini era ". The brand needs to be adjusted to new aspects. In my view, such a promotion is inevitable.

Luca Solca, a bank analyst in Paris, France, commented in an interview with Bloomberg.

Michel Gutsatz, vice president of Marseilles School of Commerce, who wrote the book "luxury retail management", thinks that reason is reasonable.

He explained to the interface reporters: "the target of 50% reduction is obvious, that is, emptying surplus products.

For fashion products, it is necessary to clear up the end products and make room for the introduction of new product lines.

This will enable the new products of the new team to look brand new and more attractive in the store.

Chinese consumers are not accustomed to luxury goods in the mainland will also be discounted, but abroad, promotional price reduction is a luxury brand selling surplus commodity routine means.

"Even the luxury brands of the global front line, such as Chanel and Hermes, will hold a special invitation sale in Paris.

In fact, everyone can rush to buy. "

Michel Gutsatz, for example.

By the way, there are many selling channels for bags, shoes and clothing on behalf of the market.

Previously, most of the discount activities of luxury brands in China were strictly adhered to the directional invitation system. Only the top customers would receive the invitation notification, and it was the first time that the full publicity campaign was launched to the public.

Open sale to the public. Some of the consumers who queued up for goods had never bought Gucci before, and never even entered Gucci stores.

Preferential activities undoubtedly reduce the threshold of luxury goods and make more and more people become luxury brand customers.

However, a big discount is a kind of destruction to the luxury brand image, which is the scarcity and the desire for possession, so that luxury can be regarded as luxury.

The original LV general manager's Vincent Bastien is a strong opponent of luxury promotion activities. He even believes that any product with promotional activities can not be called luxury, unless special preferential treatment is given to special customers under certain circumstances, such as loyal customers, senior members, etc.

"Luxury is a kind of earned goods. The greater the resistance, the stronger the desire that people want.

Real luxury goods, such as LV's Alma launched in the 80s of the last century, are still hot money, so the brand will never have "clear inventory" concerns.

Bastien said in an interview with the interface.

With the same view, Sanford Bernstein (Sanford C. Bernstein) investment company analyst Mario Ortelli.

Luxury goods often emphasize their scarcity and exclusiveness, which happens to be the foundation of their lives.

"The sale of surplus products in Ortles is less affected," he said.

Compared with Gucci, Hermes and Chanel usually arrange for the sale of large discount outside the price store to rent three or four days for promotional activities.

It will not affect the normal sales activities, nor will it leave the impression of "discount" and "cheap" to the outside world.

However, you may wonder if it is the end of season, why does it happen that the brand will start selling this year?

In January this year, China's luxury market research report released by Bain, a consultancy, pointed out that China's luxury market, which has been growing rapidly for many years, is no longer the first time, and the annual sales growth is negative for -1% for the first time.

The first quarter performance report released by Gucci's parent company, Kai Yun group, shows its profit core.

Sales in the first quarter were lower than expected, and sales fell by 7.9%, compared with 10% in the Asia Pacific region.

Once in the world

Hongkong, which accounts for 10% of the total sales volume, was hit hard by the beginning of this year. Due to the reduction of "free travel" tourists and the blocking of hub traffic in Hongkong, the clocks and watches of the city were also damaged.

And high priced electronic products have been hit.

Its Richemont, which owns Cartire, Jaeger Le Coulter and Jaeger Le Coulter, fell sharply in the Asia Pacific region in the third quarter.

Similarly, the latest report of Italy luxury brand Prada shows that sales in the Asia Pacific region have dropped by 7% over the same period, due to the impact of "blocking" traffic in Hong Kong and Macao markets.

In addition, Chinese luxury customers began shopping overseas.

As the yen, euro and South Korean won go down, Hongkong is no longer the preferred place for holiday shopping, let alone buying huge luxury goods in the mainland.

Luxury prices in China are generally 40% higher than in France due to import taxes and luxury pricing strategies overseas.

So this wave of discount can lead to long queues, to some extent, indicating that the price of luxury brands in China is returning to a more rational level.

Gucci Shanghai Golden Eagle shop queue is still continuing, the crowd is still no signs of decline.

According to Bloomberg news, Gucci intends to continue the promotion until June.

Another latest news is that since May 29th, Prada has also launched 50 percent off special sale activities in Hongkong.

The luxury discount season has just begun.