Luxury Discount In Beijing

Since April 9th, Beijing SKP (formerly Xinguang world) has launched a 8th anniversary day celebration activity lasting 10 days.

The Beijing Business Daily reporter saw in Beijing SKP's brochure, dozens of luxury brands such as LV, Chanel, GUCCI, VERSACE, GIVENCY and so on, including even the top luxury brands such as Hermes.

It is reported that during the activities, dozens of big cards were on the same day, a total consumption of 1000 yuan minus 100 yuan, equivalent to 10 percent off.

"Brand day" has 10 times the total score of shopping mall scorecard, and it is converted into a coupon at a rate of about 1%, which can be purchased at any brand store.

The salesperson of Dior counters said that a 30 thousand yuan handbag in the store could get 300 thousand points on the "brand day" in April 11th, and then exchange the 3000 yuan gift certificate with the integral, equivalent to 10 percent off discount.

HERMES, a luxury brand with the highest unit price, participated in the "brand day" 10 times bonus during the event.

Beijing SKP staff said that although it had done shop celebrates before, the scale of the brand was obviously big. "Before, there was not much activity on the first floor of the shopping mall".

According to the briefing, at the end of last year, there were celebrates at the opening of the 4 new districts, and the number of luxury brands willing to participate has increased significantly.

Reporters yesterday called Chanel and other brand PR asked about the matter, but did not receive a response.

In the face of the luxury brand Chanel's price cut in China, the Institute of wealth quality has pointed out that the most effective way for luxury goods to stay in China is to avoid the collapse of the Chinese market.

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During the SKP promotion in Beijing,

The increase in passenger flow in other counters also confirms this statement.

According to the store clerk, sales of "brand day" in April 12th were good, and there were more passengers on weekends.

Givenchy counters also said that sales have improved.

Behind this series of price cuts and promotions, luxury brands are facing unprecedented market pressure.

LVMH group financial year two quarter financial report shows that

Demand for luxury clothing and leather goods is declining in mainland China. Growth in net profit in the first half of last year has fallen by 4.7%, while GUCCI has fallen by 5.7%. PRADA's net profit plunged 28.2% in the last fiscal year, and its marketing director recently revealed that GUCCI will consider lowering prices in the Asian market.

Reporters found that luxury brands to participate in the promotion of shopping centers not only Beijing SKP, Sanlitun Taigu Li's "modern market" brand day activities, GIVENCHY, Emporio Armani and other luxury brands are also involved, through new products Limited first, full gifts to stimulate consumption.

Zhou Ting, director of the luxury goods field and President of the Institute of wealth quality, told the Beijing Commercial Daily that in fact, the mall and luxury brands are under the same pressure.

The promotion of luxury brands shows that the sales pressure of shopping malls is very great. If the brand performance is not up to standard, the risk of withdrawal is facing.

Analysts pointed out that the luxury industry will usher in a historic turning point.

According to the wealth Quality Institute, the core of luxury brand is brand rather than product, but the more mature consumers are unwilling to pay for the brand premium.