Poor Sales, Luxury Brands Quietly Ahead Of The Discount

< p > the landing effect of Yangcheng's "Prohibition of luxury" appears gradually.

A few days ago, a reporter's visit found that the "VIP closure" which was originally held in summer and autumn in July and August was quietly disappearing. Some international first-line brands also hit 5 to 30 percent off super low discounts, and some brands promoted earlier than Hongkong's seasonal promotions.

A senior department store official revealed that in the second quarter of this year, the number of international luxury brand sales dropped by a single digit year-on-year, while some luxury brands even fell sharply, while in previous years there was an increase in 10%~20%.

There are indications that the economic downlink cycle, coupled with the sound of "Prohibition of luxury orders", Yangcheng high-end shopping malls also began to lower the "posture".

< /p >

< p > < strong > grab guest source < /strong > < /p >

< p > > strong > department stores no longer push "VIP special" > /strong > /p >

In July and August, the major department stores took advantage of the changing season to implement the "VIP closure marketing", while the VIP days were usually held by VIP cards or by invitation letters, but this year the department store's practice disappeared. P

< /p >

< p > Guangzhou friendship, which pioneered "VIP closure" in Guangzhou department store, held a "summer Carnival shopping week" early last month. In the past, it was necessary to enter by invitation or other credentials, but this year, no threshold was set.

It is reported that Guangzhou friendship two times a year, "VIP Thanksgiving Day" was once caused the Ring Road East traffic jam.

Coincidentally, Xinguang department this year, members of the "Summer Special ex gratia day" also lowered the closure threshold of VIP, customers come to the store to take the initiative to send "VIP coupons" or admission conditions have bank credit cards.

< /p >

< p > for the disappearance of the "closed" marketing, Gao Ping, manager of marketing department of Xinguang department store, admitted that the closure of VIP marketing to the later stage did not really achieve closure. Instead, it caused VIP customers to lose the market without special feeling.

Insiders also pointed out that the closure of marketing should not only invest more money in publicity, publicity of the VIP customers can not go to the store and no guarantee.

In today's consumer downturn, coupled with the impact of the electricity supplier, the sales performance of each department is not ideal, we all try to grab customers.

< /p >

< p > < strong > Sales poor luxury brands quietly discount ahead of schedule < /strong > < /p >

< p > not only did department stores abolish the closure of VIP, but recently some of the major international brands began to lay down their positions and offer low-key discounts.

Although most luxury stores do not hang any billboards on the doorway and shelves, consumers can get "5~7 discount" except for a small number of new products and accessories.

< /p >

"Miss P", miss SANDAL, this year's spring and summer's SANDAL slope and a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > now play half off only 3000 yuan, in the past year can not buy this price, now sell quickly broken code.

Last weekend, when shopping mall Miss Li was shopping in Libai square, the salesperson of luxury brand Celine enthusiastically recommended a sandal with a price of 6500 yuan for her. She found that such a low discount was far from this one. GUCCI, some new pieces of ladies and handbags and wallets in spring and summer had also been hit to 30 percent off, and asked the salesmen that some discounts began in mid and late 6 months. She was surprised to see that some of the luxuries in Guangzhou were still half a month away from Hongkong than in Hongkong.

In recent days, reporters visited the high-end shopping malls such as Libai square, Guangzhou friendship store and Taigu Hui, and found that this year's big discount is a common phenomenon, and this year is a new spring and summer holiday.

< /p >

< p > industry pointed out that the discount of luxury brand goods is out of stock. Luxury goods have no real discount season in China. Now the discount is mainly due to poor sales in the one or two quarter of 2013, and the shortage of brand names is expected to result in stockpiling.

< /p >

< p > < strong > prohibited luxury stores and luxury goods sales slowed down < /strong > < /p >

P, a industry insider who does not want to be named, said that luxury goods in the high-end shopping market were discounted in advance. One of the important reasons is that the "prohibition order" from China is at work.

This will drag down the sales performance of department stores this year.

< /p >

"P" is confirmed by the latest research launched by the world's top luxury experts.

The study predicts that global luxury sales growth will be 50% lower than that in 2012.

The main reason lies in China.

According to Bain consultancy statistics, the growth rate of luxury consumption in mainland China decreased from 30% in 2012 to 7% in 2011.

Recently, a number of foreign luxury brands released their first quarter results in 2013, which showed that amazing sales performance was no longer there. French luxury giant LVMH group reported a quarter increase in sales in the first quarter of this year, compared with an increase of 6% over the same period last year, compared with 25% in the same period last year. The growth rate of Prada group was 70% lower than that of the same period last year, and the growth in the Asia Pacific region slowed by nearly 50%.

< /p >

< p > "within two years, it is very difficult for luxury goods to recover in the past."

Huang Wenjie, executive director of the Guangdong Circulation Industry Association, said that despite the current "bad news" for the department stores, the most difficult period of the year has passed. But for now, the overall economic situation is slowing down and the negative information in the luxury sector has emerged. It is estimated that department store sales in the next three or four quarters are still not optimistic.

< /p >