连续涨价后香奈儿业绩“崩了”，奢侈品手里还有什么牌？

Core Viewpoint - The luxury goods industry is experiencing a slowdown in growth due to excessive price increases, which have begun to suppress consumer demand and negatively impact company revenues and profits [1][5]. Group 1: Company Performance - Chanel reported a 5.3% decline in revenue to $18.7 billion and a 28.2% drop in net profit to $3.4 billion for 2024, marking the first time since the pandemic that both revenue and profit have decreased [1][3]. - Burberry's financial results showed a 17% decrease in revenue to £2.461 billion and a 94% drop in adjusted operating profit to £26 million for the 2025 fiscal year [4]. - The CEO of Burberry acknowledged that the company's previous high-end pricing strategy led to a significant loss of its core consumer base [4]. Group 2: Pricing Strategy - Luxury brands have been increasing prices at a double-digit rate annually since 2020, outpacing inflation and leading to a 120% increase in the price of Chanel's 2.55 handbag from May 2019 to March 2024 [2]. - Chanel's price increases have been significantly higher than the industry average of 50%, which initially benefited the company but has now contributed to its declining performance [2]. - The luxury market's average selling price has risen due to price hikes on both flagship and entry-level products, further diminishing consumer interest [5]. Group 3: Market Trends - The luxury goods market has been heavily reliant on Chinese consumers, who accounted for over 30% of global personal luxury goods consumption [6]. - The second-hand luxury market is showing signs of decline, with previously high-value items from brands like Chanel losing their appeal and market value [7]. - Some brands are adjusting their pricing strategies in response to market conditions, with Burberry planning to lower leather goods prices and Mulberry aiming to keep 60% of its products priced below £1,095 [8].