辛芷蕾封后，“押对宝”的香奈儿危机四伏？

Core Viewpoint - Chanel is facing significant challenges in the Chinese market, with declining revenues and increased layoffs, while its brand image is suffering due to various controversies and consumer dissatisfaction [2][3][4]. Financial Performance - Chanel's total revenue for 2024 decreased by 5.3% to $18.7 billion, and net profit fell by 28.2% to $3.4 billion [3]. - The Asia-Pacific market, which accounts for nearly half of Chanel's total revenue, saw a substantial decline of 9.3%, totaling $9.233 billion [3]. - In contrast, competitors like Hermès and Prada reported growth, with Hermès achieving a 4.5% increase and Prada experiencing a 17% rise in global revenue [3]. Layoffs and Workforce Changes - Chanel is reportedly increasing layoffs in China, with plans to reduce its workforce from approximately 460 to about 370, representing a nearly 20% cut [6]. - The layoffs are affecting various employee levels, including long-term staff with permanent contracts [4][6]. Brand Image and Consumer Sentiment - Chanel's brand image has been negatively impacted by incidents involving staff and customer conflicts, leading to public backlash [7][8]. - Complaints regarding poor service and product quality have surged, with over 6,000 complaints filed against Chanel [2]. - Controversies such as the "powder pricing incident" have further fueled consumer dissatisfaction, with consumers accusing Chanel of overpricing [10]. Market Position and Strategy - Chanel's reliance on classic products and frequent price increases have led to consumer resistance, as many perceive a lack of innovation and value [13][14]. - The rise of domestic luxury brands and changing consumer preferences are diverting demand away from Chanel [14]. - Analysts suggest that Chanel needs to realign its value proposition and improve service quality to regain consumer trust and market position [14].