入行11年的奢侈品销售主管：“可能是货最难卖的一年”

Core Insights - The luxury goods industry is facing significant challenges, with sales data declining by 50% to 60% compared to previous years, indicating a tough environment that may take two to three years to recover to 2023 levels [3][17][21] - The consumer landscape is shifting, with younger generations (post-2000s) becoming the new target audience for luxury brands, driven by social media influence and a shift in purchasing motivations [4][5][19] - The purchasing power of the middle class is shrinking, while the Very Important Customers (VIC) remain stable, showing a divergence in consumer behavior [7][11] Industry Challenges - The luxury sector is no longer experiencing the "blind selling" era, as economic instability has led to increased performance pressure and a more complex sales environment [2][12] - Sales targets have been adjusted downwards, with annual growth expectations reduced from 20%-50% to just 10% [17] - Brands are increasingly focusing on experiential purchases rather than just product sales, reflecting a change in consumer spending habits [18][19] Consumer Behavior - Younger consumers prioritize aesthetic appeal and emotional value over brand prestige and practicality, leading to a more discerning customer base [5][6] - The older, more affluent customers (VIC) are less concerned about price increases and are motivated by emotional connections to purchases [11][20] - The rise of e-commerce has not replaced the importance of physical stores, as in-store experiences remain crucial for luxury brands [7][8] Market Dynamics - Brands are adapting by introducing entry-level products and reducing the frequency of price increases to attract a broader audience [19] - The pressure on sales teams has led to a more transactional relationship with clients, shifting from genuine connections to performance-driven interactions [13][14][22] - The luxury market in China is experiencing a growth bottleneck, prompting brands to decentralize decision-making and adapt to local market needs [21] Future Outlook - Despite current challenges, industry professionals believe that opportunities will continue to arise as long as they remain engaged in the market [24] - The overall sentiment among industry insiders is one of resilience, with a commitment to navigating through difficulties while maintaining a passion for the luxury sector [23][24]