香奈儿，“崩了”！

Core Viewpoint - The luxury goods industry is experiencing a slowdown in growth due to excessive price increases, which have led to declining revenues and profits for major brands like Chanel and Burberry [2][6]. Pricing Strategy - Many luxury brands have relied on price increases to drive performance, but this strategy is now backfiring as consumer demand diminishes [2][6]. - Chanel's revenue fell by 5.3% to $18.7 billion, and net profit dropped by 28.2% to $3.4 billion, marking the first decline in both metrics since the pandemic [2]. - Burberry reported a 17% decrease in revenue to £2.461 billion and a 94% drop in adjusted operating profit [6]. Price Increases and Consumer Sentiment - Luxury brands have raised prices at a rate exceeding inflation, with Chanel's 2.55 handbag price increasing by 120% from 2019 to 2024 [4]. - The average price increase across luxury brands has surpassed 50%, leading to a significant reduction in consumer interest [6]. - The perception of value among consumers has shifted, with many now feeling that prices are too high, impacting their purchasing decisions [9]. Market Dynamics - The Asia-Pacific market, particularly China, has been a significant growth driver for luxury brands, contributing over 30% to global luxury goods consumption [8]. - The second-hand luxury market is also experiencing a downturn, with previously stable prices for brands like Chanel and Hermes now declining [9]. - The interconnectedness of the first and second-hand markets means that a lack of confidence in resale values can adversely affect new product sales [9]. Brand Strategies and Adjustments - In response to declining sales, brands like Burberry are restructuring and planning to reduce prices on certain products to regain consumer interest [10]. - The luxury market is witnessing a shift as brands attempt to recalibrate their pricing strategies to align with consumer expectations and market conditions [10].