年轻人没钱？ Gucci要把上海比斯特奥莱店关掉！

Core Insights - Gucci is experiencing significant challenges, including the closure of multiple stores in Shanghai and a decline in sales performance, indicating a shift from being a leading luxury brand to facing a downturn [2][11][21] Store Closures - Gucci will officially close its outlet store in Shanghai on June 2, following the earlier closure of two flagship stores in the city [2][11] - The brand has closed a total of six stores in China since July 2024, including locations in Fuzhou, Dalian, Taiyuan, and Shenyang, marking a significant reduction from its previous expansion strategy [9][11] - The rapid closure rate is notable, with Gucci having previously expanded aggressively, opening stores at a rate of 0.3 per day [9][21] Sales Performance - Kering Group, Gucci's parent company, reported a 14% decline in sales to €3.883 billion in Q1 2025, with Gucci's revenue dropping 25% to €1.57 billion [11] - Gucci's revenue for 2024 fell by 23% year-on-year to €7.65 billion, with a staggering 32% decline in the Asia-Pacific market, particularly in China [11][21] Consumer Sentiment - Younger consumers perceive Gucci as outdated, leading to a decline in impulse and status-driven purchases, which has affected overall sales [4][13] - The brand's reliance on outlet stores has created a perception of diminished value among regular customers, impacting their willingness to pay full price [6][18] Market Trends - The luxury market is facing a shift, with younger generations prioritizing experiences over luxury goods, leading to a decrease in spending on brands like Gucci [21][23] - The second-hand market for Gucci products has seen significant depreciation, with resale values ranging from 10% to 30% of original prices, further questioning the brand's value [16][18]