The Luxury Market Is Facing Great Challenges And Challenges.

In the first half of this year, Dior's profits fell by 30.2%. In the fourth quarter of June 30th, the sales of fashion department fell by 2.9% compared with the same period last year.

The net profit of Prada is only 142 million euros (1 billion 57 million yuan), down 25% from the same period last year.

From the short-term impact, China's increasingly severe anti-corruption policies and European terrorist attacks have struck an impact on the sale of luxury goods.

At the same time, the depreciation of Russian rouble and the recession of Brazil also made consumers more limited to domestic consumption.

Chanel group has always refused to disclose its financial data due to its control by Jewish Jewish Alain Wertheimer and G e rard Wertheimer brothers. But recently, its holding company Chanel International BV has released financial data to the Amsterdam chamber of Commerce in Holland, the famous French company.

The group's performance in the past year has been peek at one or two.

Chanel group has always refused to disclose its financial data due to Jewish Jewish Alain Wertheimer and G e rard Wertheimer brothers, but recently, its holding company

After the financial data released by International BV to the Amsterdam chamber of Commerce in Holland, the famous French luxury group has seen one or two of its performance in the past year.

Data show that in 2015, Chanel International BV achieved sales revenue of US $6 billion 240 million (about 41 billion 662 million yuan), a drop of 16.9% over the same period last year.

Similarly, the profits of Chanel International BV were also significantly shrinking, operating profit fell sharply from 23% to 1 billion 600 million US dollars (10 billion 682 million yuan), down 22.7% compared with the same period last year, and operating profit dropped from 25.7% in the 2014 fiscal year to 25.7%, a decrease of 190 basis points.

Net profit was $1 billion 340 million, or about 1 billion 200 million euros, down 7% from the same period last year.

Although this data does not include beauty products and other products, sales of cosmetic products are also declining, and the market is not optimistic.

Take China's current situation as an example.

With China's 80 and 90 becoming the mainstream of modern times

They advocate individualization, individualization, cost-effective, environmental protection and moral production, making the concept of consumption begin to pay attention to brand, price, style, durability and so on, and pay attention to the spiritual satisfaction in the process of purchase and consumption.

In the 80 and 90 groups whose economic ability is not strong enough, the "light luxury" brand can not only be good at these characteristics, reflect the high quality of personal life, but also reduce the consumption of some unnecessary goods to meet their own economic level.

Facts have proved that many of the new "light luxury" brands that have sprung up, combining the latest fashion elements, adopting customized, pre-sale mode, and reasonable pricing, plus micro-blog, WeChat and other Internet channel sales, are welcomed by more people.

In addition, McKinsey predicted that by 2022, the number of middle class in China increased from 174 million households in 2012 to 271 million households.

That is to say, the main customers of China's service industry will be the middle and upper middle class.

This group of people has a certain spending power, will choose branded products and services; but they are not rich enough, will also pay attention to cost-effective.

In this way, the attractiveness of luxury goods will be greatly reduced.

However, the rise of many things does not mean that what has happened before will disappear, and the "light" era also needs to "heavy" consumption.

But this "heavy" may be more reflected in self affirmation and care, emotional expression and relationship between people, as well as appreciation and collection value.

Luxury goods have their own advantages, strengthen creativity, increase marketing and channels, pay more attention to "people" themselves, satisfy the consumption demand of most target groups, and luxury goods still have its market.