Why Did Chanel Not Understand "One Shop Is Not Closed"?

Chanel's luxury brand Chanel has been worried recently, though they haven't seen any customs shops in mainland China, but they have been repeatedly reported by the media that they have closed 11 stores.

Italy's luxury brand Prada's three quarterly report, which just released in December 15th, seems to confirm this view once again.

In the 9 months ended October 31, 2015, Prada's Asia Pacific market sales volume was 846 million euros, 6.3% lower than the current exchange rate and 19.1% by fixed exchange rate.

The drop in local consumption and the decline in the number of tourists from mainland China have had a significant impact on the region, especially in Hongkong and Macao.

The Greater China region (mainland China and Hongkong and Macao) contributed 536 million euros in net sales, but by 5.6% at current exchange rates and 20.9% by fixed exchange rates.

Compared with the 46 new stores opened in the world in October 31, 2014, Prada closed 14 stores.

Data show that most of the closed stores are located in China.

In addition to price cuts, the store is another hot word for luxury news this year.

Just last month, Louis Weedon's news on the three shop in mainland China aroused heated debate.

Against this background, it is easier to believe that "Chanel has closed 11 stores" instead of "one shop is not closed".

The reason why Chanel has been able to escape this "closing shop boom" is, on the one hand, a small number of its own stores. Compared with Louis Weedon's 50 stores in mainland China, Chanel started from the first boutique store in Hang Lung Plaza in Shanghai in 2001. Up to now, the total number of 11 stores is not much.

In addition, unlike Louis Weedon, Gucci and other brands belonging to the major luxury goods group, Chanel is still a Private Companies. Bruno Pavlovsky, President of Chanel global boutique, said in an interview that "we do not have commercial pressure to make profits."

In September of this year, France

Agn s B. held the "Far East Far West" graffiti art exhibition, celebrating the brand entering Hongkong 20th anniversary; Gucci's "No Longer/Not Yet (already / not yet)" art exhibition has just come to an end in Shanghai; Louis Weedon moved to London to hold an exhibition called "the", "Chanel," and "exhibition".

The process of highlighting the production process is brand hosting.

One of the main purposes is that art can also bring luxurious images to the brand.

Liu Xinqi analysis said.

After watching these exhibitions, you may be instilled into the message that luxury is expensive because it is not an ordinary consumer product, but a work of art.

In October 12, 2015, Chanel unveiled in London's Saqi gallery.

Exhibition

In addition to clothing and luggage, Chanel is the most competitive beauty and skin care business, which accounts for about 55% of Chanel's business.

Liu Xinqi, a luxury analyst at immint, said Chanel's French label also made it a unique image in the eyes of consumers, that is, the eternal classic fashion.

When people talk about Chanel, they think of 2.55 handbags, N, 5 perfume and other classic products.

In the case of sluggish consumption, this is also the reason why the major luxury brands are now experiencing a "art meet fashion" exhibition trend, which reflects their cultural heritage and traditional classic workmanship to maintain customer loyalty.