Luxury Goods Lift Off Shop Tide Gucci Follow Suit

In recent years,

The downward trend is not only due to the overall consumption environment, but also the extravagance of luxury brands. There are also domestic and foreign price differences in the Chinese market leading to the outflow of consumers.

In January 24th, the reporter came to the Renren road Gucci Renhe Spring store to see that there was a huge enclosure outside the shop.

Nearby staff said the Gucci store had been withdrawn for more than 10 days.

Gucci China related personage accepts the reporter telephone interview, said that the store is for the market layout adjustment, the continuous optimization of the layout of the retail market has been a regular item in Gucci retail business.

The first image shop in Southwest China is closed.

24 afternoon, Chengdu City

People in the business circle of the people's East Road are weaving, but the original Gucci Renhe Spring store has a huge yellow fence, which says "adjust and refit" several big characters.

Another luxury store nearby told reporters that the Gucci store had been withdrawn for over ten days. "I heard that it was closing up."

The above Gucci China related personage said that Gucci Renhe Spring store has indeed been closed, and the store is for the layout of the retail market. "The continuous optimization of the layout of the retail market has been a regular item in the Gucci retail business. These projects cover the opening, modification, migration, binding and adjustment of the retail market, and the new design concept will also appear in China from 2016, plus the new creative director."

It is understood that Gucci Renhe Spring store opened in 2011, and is also the first Gucci image shop in Southwest China.

The two floor business area is a total of 800 square meters, covering the Gucci season full range of products. The style of decoration adopts Gucci designed twill LOGO, which became the fashionable landmark of Chengdu at that time.

Gucci originally had three stores in Chengdu. After Renhe Spring store closed, only Tai Gu Li shop and Mei Mei store were left. Some Renhe Spring store employees also diverted to the two stores.

A staff member of Taigu store said that after the operation of Tai Gu Li shop, Renhe Spring store became "a discount shop", and the old style sold, the company may feel that it was not necessary to open a discount shop, and closed the Renhe Spring store. "All the goods inside it have been withdrawn, and some of the shop assistants have been disbanded and some diverted."

Expert analysis.

China has been expanding blindly in China. Now, with the decline of consumer purchasing power, passenger flow has gradually gathered to the place where popularity converged. With the strong rise of Chengdu IFS and Taigi Li business circle, the attraction of some original business circles has been diverted. The international big brands are beginning to cluster towards IFS and Taigi Li business circle, and the cluster effect is becoming increasingly apparent.

Luxury goods lift off shop tide

China's luxury market has continued to shrink, and a "closed shop boom" has been launched in China, and the expansion of new stores is more cautious.

Bain's latest report shows that in 2015, Gucci closed 5 stores and opened 1 new stores.

The reduction in the number of stores is behind the decline in sales of luxury goods in China.

The report shows that the size of China's luxury goods market continued to drop to 113 billion yuan in 2015, an increase of 1 percentage points over the same period last year.

However, relative to the domestic market, because of the advantages of exchange rate and competitive luxury pricing, South Korea, Europe and Australia have also become popular shopping places for Chinese consumers in 2015, and Japan's growth is more than 200%.

Luxury goods are cold in China, and Gucci is also deeply aware of the "cold wave".

Kai Yun group's financial report shows that in the third quarter of 2015, Gucci's global revenue was 924 million euros, an increase of 8.6% over the same period last year, but the Asia Pacific region's revenue declined by 17%, the biggest decline.

Among them, the weakness of sales in mainland China can not be ignored.

"In China, the consumption of luxury goods has changed significantly since 2012."

Zhao Ping, a researcher at the China Council for the promotion of trade, told reporters that the introduction of the "three public consumption" regulations has changed the domestic consumption culture.

At the same time, these luxury goods are also facing other luxury goods, especially the competition of light luxury goods. The latter "attract more young people to fashion chasing and grasp, and divide the crowd below middle age."

Chinese

Going downhill, price difference is an important factor.

It is understood that Gucci at home and abroad at least 20%~30% difference.

Zhao Ping told reporters, "the expansion of cross-border electricity suppliers and B2C sales channels, the impact on the store."

Domestic pricing is too high for many consumers to go abroad.

The industry suggested that luxury brands should resist "cold winter" not only to adjust their store strategy and product design, but also to adjust the global price difference to solve the problem of declining sales of Chinese consumers overseas.