施华洛世奇将裁员400人 轻奢饰品不“灵”了？

Core Viewpoint - Swarovski is facing significant challenges, including a large-scale restructuring plan that will reduce its workforce at the headquarters in Austria from approximately 2,480 to 2,100 employees by the end of 2026, involving around 400 job cuts through various means [1][4]. Group 1: Company Performance and Restructuring - The company recorded its best performance in a decade in 2017, with revenues reaching €3.5 billion [1]. - In response to declining sales, Swarovski has previously announced layoffs, including a reported 6,000 job cuts in 2020, and is now reducing working hours by 10% and shifting from a three-shift to a two-shift production system [4]. - Despite some improvement in 2023, the company is again announcing layoffs and cost-cutting measures, indicating ongoing operational challenges [4]. Group 2: Consumer Sentiment and Market Trends - Consumer preferences have shifted towards value and quality, leading to a decline in the appeal of luxury jewelry brands like Swarovski, with many consumers expressing dissatisfaction with product quality and price [2][4]. - A survey by Accenture in 2025 indicates that over half of Chinese consumers frequently compare brands, showing a clear understanding of their needs and a willingness to pay for value, which diminishes the brand halo effect [5]. - The current market environment is challenging for Swarovski, particularly in the Chinese market and the luxury goods sector, as consumers are increasingly favoring local alternatives and more rational purchasing decisions [4].