Gucci正在“哭泣”：销售额暴跌25%，成开云集团最大“拖油瓶”｜贵圈

Core Viewpoint - Gucci, once a leading luxury brand, is facing significant challenges in the market, evidenced by store closures and declining sales figures, particularly in China [2][5]. Group 1: Store Closures and Market Strategy - In February, Gucci closed two stores in Shanghai's Jing'an Temple area, sparking discussions about the brand's declining popularity [2]. - The brand has also closed stores in various cities including Taiyuan, Shenyang, Hong Kong, Dalian, and Fuzhou, indicating a strategic contraction in its operations [2]. - Gucci's official response to inquiries about future closures was that there is currently no related information [2]. Group 2: Financial Performance - Kering Group reported a 14% decline in sales to €3.883 billion for Q1 2025, with Gucci's revenue falling to €1.57 billion, a 25% drop in comparable sales [5]. - Gucci's Q1 revenue was below analyst expectations of €1.62 billion, and same-store sales fell more than anticipated [5]. - The brand has experienced continuous quarterly declines in sales since last year, with year-over-year drops of 21%, 20%, 25%, and 24% [5]. Group 3: Brand Perception and Consumer Trends - Gucci's brand image has suffered, with consumers perceiving its designs as outdated and overly flashy compared to the current trend of understated luxury [10]. - The last major hit product from Gucci was the 1955 series in 2019, and since then, the brand has struggled to create buzzworthy items [10]. - The brand's attempts to appeal to younger consumers have been ineffective, leading to a lack of clear brand identity [10]. Group 4: Challenges in the Second-Hand Market - Gucci products have seen significant depreciation in the second-hand market, with items originally priced over €20,000 selling for only €2,000 to €6,000 [14]. - The average resale price of popular Gucci items is only 40% of their retail price, indicating a lack of perceived value among consumers [14]. - Factors contributing to this depreciation include inconsistent pricing strategies and the availability of discounted products through outlets [15]. Group 5: Recommendations for Improvement - To revitalize its brand, Gucci needs to focus on re-establishing its luxury image, enhancing product innovation, and improving operational efficiency through digital means [17]. - The brand should also prioritize targeted marketing strategies to regain the confidence of high-end consumers [17].