Chanel Plans To Deepen Ties With Chinese Consumers In Beijing

This Tuesday,

Chanel came to China for the first time after 2009 to hold the advanced workshop series. This indicates that Chanel will plan to deepen ties with Chinese consumers and promote sales of brands in China. Second

Chanel in Beijing this afternoon held two shows in the afternoon and evening respectively. Paris's "Rome in Rome" advanced handcraft series Beijing exhibition fair restored the scene in Rome movie city. Under the high-tech projection and carefully built black and white scenery, Paris's street scenes were once again reproduced. The models were smoked and dressed, wearing two colored shoes or pearl sandals on the stage.

According to Chanel official, although the brand creative director Karl Lagerfeld did not appear in the

It also attracted more than 1000 guests to attend the event.

Bruno Pavlovsky, President of Chanel fashion division, said that the company did make important strategic initiatives in the Chinese market, including measures to adjust global product prices last year to narrow the gap between the prices of products in China and other parts of the world.

Because Chanel currently has Chinese customers traveling around the world, these customers rarely buy Chanel products in China, so Chanel hopes that some customers can buy Chanel products in China and plan to deepen their contacts with Chinese consumers.

According to public information,

There are only 11 stores in mainland China, but the brand does not intend to open new stores in mainland China. Compared with other luxury brands, Chanel's retail network in mainland China is relatively small, but Bruno Pavlovsky says the company is not in a hurry to expand its retail network.

Bruno Pavlovsky introduces that despite the common strategy of strictly controlling product distribution, a large number of surveys conducted by the company in recent years show that most of the Chanel products circulated in China are counterfeit goods, especially accessories.

He said that the fight against counterfeit goods in China is a never-ending war, but he believes that the new price system will help to combat counterfeit goods.

Bruno Pavlovsky stressed that in view of the rampant counterfeit goods in mainland China, the company will take corresponding measures. Otherwise, the overflow of counterfeit commodities will be in an uncontrolled situation, which will lead to Chanel's dilemma in the Chinese market.

He added that opening new stores and promoting sales is easy for companies, but this is not what companies want to do.

Bruno Pavlovsky points out that Chanel also hopes to enhance the viscosity of customers' brand clothing series. The garment series is the best selling category in mainland China.

At present, other luxury clothing series are struggling, and Chanel's strategy will help maintain its market share and market exposure.

The new series will be launched in mainland China on Wednesday. The introduction of Bruno Pavlovsky will provide some interesting experiences for Chinese customers.

He said that although Chanel was inevitably affected by China's economic slowdown last year, the brand sold double digit sales in China last year. As an increasingly mature market, China has a small share of Chanel in the market. Therefore, he believes that Chanel still has many opportunities in the Chinese mainland market.

Bruno Pavlovsky pointed out that the global sales performance in 2015 was satisfactory. Although sales grew less than in 2014, sales of some stores still recorded double-digit growth. The company believed that the price adjustment policy was very correct, and that the slowdown in sales in China was just as temporary as in other regions.

Bruno Pavlovsky has revealed that over the past five years, Chinese consumers have become the largest consumers of Chanel sales growth. They are not only in China but also around the world. As the demand of Chinese consumers has been satisfied all over the world, the company recognized that the slowdown in China's regional growth is also very normal.