Chanel Crack Down On Purchasing And Increase Passenger Flow

Some people say that Chanel's price cut for the mainland market is a compromise, and others say that this helps to enhance the shopping experience of customers in boutiques.

From these discussions, we have to admit that as a leader in the luxury industry of a century, Chanel has played a brilliant game.

The first thing to be clear is that

Why do you want to reduce the price? It is a reaction that the vast luxury brands are suffering from the embarrassment at present.

2014 is a sad day for many industries around the world, especially in the luxury industry.

Bain consulting 2014 annual report on China luxury goods shows that China's luxury market has dropped for the first time in 8 years.

Although China

The total consumption of luxury goods continues to grow, but the rate of increase has slowed down considerably.

Second, the price cut of Chanel is bound to cause the price of luxury goods to be adjusted across the board, at least now.

Group LVMH's Swiss watch TAG Heuer has announced a 13% price reduction, and Dior's two handbags have been reduced by 10% this month.

But by contrast, the market reaction after these big cuts is absolutely less than that of Chanel's price cutting propaganda. Chanel is definitely making a profit in the first step. It can not only multiply the sales performance of China, but also has an absolute impact on other low-priced brands.

Third, you can beat intermediate purchases and make money into your pocket.

In 2014, the proportion of Chinese consumers purchasing luxury goods through overseas purchases increased by 11 percentage points compared to 2013, and more consumers indicated that the proportion of luxury goods purchased abroad would increase in the future.

With Chanel's domestic price cut, the consumption power that has been diverted from overseas purchasing behavior will return strongly.

Finally, the decline in Chanel prices means that China's luxury goods bid farewell to the era of high prices?

On the one hand, most luxury brands are targeted to reduce prices, not to reduce all the luxury goods prices in China.

On the other hand, various taxes and fees on luxury goods imported from China are still high, while imported duty-free shops are too few.

After the price cut, it is really cheaper to buy small sachets in China. For Chanel, this portion of the loss is too small.

Judging from the current situation, the prospect of luxury goods is still unpredictable, and Chanel is definitely making a profit in the so-called "cut price" strategy.

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Last year, the new fashion of Tmall autumn and winter went on line for three days, and consumers swept 5 billion yuan to start the new product.

In the winter, spring, Tmall's new style activities still look better. Last year, the international brands Gap, Topshop and Zara all had a good harvest on the first day. The women's clothing brands, such as La Natsu Bell and MO&Co, were amazing sales.

According to official information from Tmall, during the new fashion this year, Tmall joined more than 5000 brands including Burberry, Lancome and MINI, starting with more than one million pieces of goods, which increased by more than 3 times over the same period last year.

Among them, 24 well-known international brands for the first time for Tmall consumers for new products and new services.

In the past few years, some offline brands have been stationed in Tmall, but the new products on line and offline are seriously unequal, leaving users with the impression of low price and tail goods.

In fact, this situation has changed dramatically. Under the guidance of Tmall, the new product has become the standard of the industry. It has completely changed the old habit that the Internet can only sell discounted products in the past season.

AI media consulting CEO Zhang Yi said that the electricity supplier is the most convenient and fashionable consumer carrier at present. Domestic and foreign merchants choose this place as the first important position for new products will be the trend.

Reporters learned from Tmall that only the women's clothing brands that participated in this new style activity had nearly 20000 shopping malls in the same category. The 1200 products of the special group under the line were all synchronized to the line. La Natsu Bell provided 300 synchronized products under the line, and MO&Co also had more than 120 shopping malls with the same product.

Such product richness can completely satisfy consumers' demand for not going out shopping.

Last year, more than 130 international clothing and apparel brands concentrated in Tmall, playing an important role in Tmall's "brand fashion" strategy.

As of 16 yesterday, the US fast brand Gap was nearly 10% out of stock, and Topshop sales of British high street brand increased 4 times. Sales of Spanish brand Zara without any discount also exceeded 150% of 150% on weekdays.

In addition, some of the brands that were popular on weekdays also gained a lot. As of yesterday's 16 hours, La Natsu Bell's turnover had reached 12 times that of the daily market. The MO&Co turnover has just reached 3 times that of Paris's old Buddha.

The group's whole store turnover increased by 100% compared to the same period, and the daily new products accounted for about 45% of the whole store. VeroModa Tmall flagship store reached the volume of the whole year under a line store in less than 12 hours.

In 2014, the new fashion activities of Tmall autumn and winter caused consumers to cram for 5 billion yuan of new products. Before this experience, Tmall merchants made preparations for this new trend.

At the same time, the 300 stores in the La Natsu Bell line are shipped at the same time. Consumers can receive the goods most quickly the next day. In March, MO&Co realized the O2O mode of the synchronous delivery of multi regional stores in the country, and about 300 stores under the line will also deliver goods for this hot sale.