The Key Moment For Luxury Market Lies In China.

In May 27th, GUCCI was officially promoted in Shanghai half off.

The reporter arrived at the Gucci store in Rui o department store in Jingan Temple early in the morning and visited the store in the past. The shop in the past few days later quickly gathered dozens of meters of human dragon in the shop, and the security guard quickly pulled up the current protection fence to avoid any impact. He told the reporter: "at 9:30 this place is already full of people."

"From May 21st, we will first offer discount to VIP users, and we will release the discount in May 27th."

As early as a week ago, the news of GUCCI half off in Shanghai had already spread through WeChat's circle of friends.

Before Shanghai, the GUCCI stores in Hongkong, Beijing and Chengdu all came out of discounted news. Chengdu shops attracted nearly 100 customers to rush to buy. After that, they were too busy to come up with rumours that the discount was only aimed at VIP, which seemed to be suspected of hype.

In the middle of the afternoon, the reporter came to the Gucci store in Jinying square, Nanjing West Road. This store is the first concept store of GUCCI. It is located in North Shaanxi Road and Nanjing West Road rendezvous department. The storefront is divided into two storefronts. It is the first store in the mainland to adopt the design concept of Frida Giannini, the director of brand creation. At this time, the dragon has been winding to the opposite side of the road, which is 100 meters long.

Reporters went to the Shanghai store to ask questions, and the reply was that the discount would last until June 20th, while GUCCI's public relations company replied that it was just a regular seasonal discount, but the reason behind it was not so.

"The luxury sector is losing momentum", "a large number of customers are losing", and sweatshops and product quality problems frequently exposed in China make GUCCI difficult.

Since 2014, Gucci's performance has declined for five consecutive quarters, far behind analysts' expected sales decline.

Kai Yun group's first quarter earnings report has been the worst performance in recent years. As of March 31st, GUCCI 2014 revenue fell nearly 2% to 3 billion 400 million euros (about 4 billion U.S. dollars), operating profit fell 6.7%.

Jean-Marc Duplaix, chief financial officer of Kai Yun group, has clearly stated that the group's primary task is to give GUCCI brand "new impetus".

In January of this year,

and

Co announcing the appointment of the original brand accessory designer, Alessandro Michele, is the new creative director of GUCCI and is responsible for the design and brand image of all the GUCCI series.

The brand wide range of price cuts is considered to be de stocking and lay the foundation for future brand remolding.

Hushan luxury industry headhunter told reporters: "this time

Discount is also a test of water, not accidental.

The first reason is that China's luxury goods are experiencing a cold spell, so that the luxury goods can also be discounted to increase demand, so that those who give gifts can withdraw from the consumer market before they can reflect the normal supply and demand situation of the market. The reason is that foreign purchasing has become the trend of capital outflow, so the government has intervened in price control to control capital outflow, but the effect is general. The reason why three is probably the most important reason for the price reduction. Part of it is also attributed to the efforts of the government. The global luxury group should reduce the price difference and promote the steady development of their global sales. Therefore, the price reduction strategy has been started. The Chanel test is the first to test the water, and the effect is very good. Therefore, GUCCI is also using this Dongfeng to clear the goods, and there will be more brands to follow suit. Among them