Luxury Stores Are Selling More And More Functions.

In recent years, the sales function of luxury stores is getting lower and lower.

Because of the serious "upside down" of luxury goods at home and abroad, many luxury stores in China have been reduced to billboards and display windows.

Miss Xia, who works in the office of the Kerry Center, plans to go to Italy on holiday on Christmas Eve. On the previous weekend, she pulled up her boudoir to go shopping in China World Trade Center mall, and let the lady friend help her staff to buy which clothes and which bag, then write down the number to Italy to go to Italy.

Upgrading and upgrading of traditional luxury stores in 2015 has just started, and the frequency and scale of the future will also accelerate.

In 2015, the main growth point of luxury consumption in China was in the electricity supplier and outlets.

Every year when she goes abroad for holidays, she will open this pattern. "Leather goods and clothes are not urgent things to use, and after tax refund abroad, they are much cheaper than domestic ones, and sometimes they can get better things. I have never bought luxuries in China."

Miss Xia told reporters.

Like Miss Xia, there are not only a few cases of shopping in China but many luxury stores.

However, in 2015, brands such as Chanel and Gucci changed the status quo, and there was a long queue at the door.

In March 17, 2015, Chanel issued a statement saying:

Since April 8, 2015, we have decided to coordinate the price gap among different markets in the world. First, we adjusted the classic (11.12 and 2.55) and Boy CHANEL handbags.

In fact, shortly after the news was released, Chanel stores in China cut their prices, causing consumers to queue up for purchases.

Subsequently, Prada group also lowered its price in Asia outside Japan, and two packages of Dior had been reduced by 10%.

The purpose of these price adjustments is to pull out.

The price difference between home and abroad has raised the sales function of the stores in China, to a certain extent, to alleviate the serious "upside down" problem.

Then, at the end of the two quarter,

At the end of the season, the discount was as low as 50 percent off, and Gucci stores such as Beijing and Shanghai had a long queue. Many consumers had "grabbed" good products.

The discount also made the two quarter's earnings report very bright. Gucci's sales increased by 4.6%.

However, the discount is not a permanent solution at the end of the three quarter earnings report shows that Gucci sales fell 0.4%, and Asia Pacific revenue fell 17%.

"Discounts have played an" emergency "role in stimulating sales to some extent, but this is not a sustainable behavior. Luxury discounts are an injury to the brand itself.

Liu Yuan, an investor in cultural and creative industries, said.

In fact, the 50 percent off sale of Gucci is not to stimulate sales, but to make changes, including design style, designer and product mix. 50 percent off, sales aim is to sell the old products and upgrade the products and products.