Chanel, Why Can We Sing A Song And Move Forward?

Recently, the news that all the major luxury goods in the world have been swept away by "closing shop tides" is known to all.

In March of this year, Louis Weedon of the French road LVMH group closed 3 stores in Guangzhou, such as the Guangzhou store, and planned to close the 20% mainland LV store in 2017.

Last year, GUCCI also closed 5 stores in China, 2 Burberry stores, 6 Prada outlets, and Armani, HugoBoss and so on.

Data show that the number of new stores in the Chinese market of 47 global luxury brands has decreased to less than 100 from 280 in 2012.

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The sharp decline of big brands in domestic sales

You can see from the following points:

1, policy tightening, anti-corruption against domestic luxury goods

2, outbound travel has become an important way to purchase luxury goods.

3, speed up the luxury electric business to further reduce the consumption space of physical stores.

4, in addition, Hai Tao and purchasing become another important way to sell luxury goods.

Under the wave of mobile Internet, these two models have spawned many "O2O" startups, and their development has been extraordinarily swift and violent.

The decline of luxury brands in China is not only due to the environment, but also the internal problems of the brands themselves.

But Chanel (Chanel) has stood still in this storm, and has not been shut down in a Chinese shop. Why? Let's explore its business secret.

Bruno Pavlovsky, President of Chanel global boutique, clearly stated -

Chanel is the foundation of fashion, and fashion is the way Chanel displays creativity.

No matter what they do, they are doing their best because they want to keep this part of Chanel alive. "

The implementation of Chanel shop is a consistent policy.

Since the first boutique store in Beijing entered the The Peninsula Hotel in 1999, Chanel has only 11 boutiques in mainland China. Compared with other luxury brands such as Armani and Gucci, which open forty or fifty stores in China, the development speed of Chanel reflects Chanel's prudence and refinement in business. This is why Chanel wins worldwide.

Focusing on quality is more important for customer experience. Pavlovsky says, "the products we offer to customers are good if they like them.

If they don't like it, but when they come to the store and have a special experience, they will have a strong attraction for them, even if they don't need a coat or bag.