LV最便宜单品店关门：240元的“奢侈品”只卖了一年

Core Viewpoint - The closure of LV's first chocolate store in China highlights the challenges faced by luxury brands in maintaining consumer interest and profitability in a changing market environment [4][17]. Store Closure Details - The LV chocolate store in Shanghai's Taikoo Li, which opened on July 22, 2024, closed after one year of operation, marking the end of its contract [5][15]. - Initially, the store experienced high demand, with consumers needing to book appointments to purchase products, leading to a phenomenon where "scalpers" were involved in reselling chocolates [7][9]. - Customer feedback indicated that while the chocolates were aesthetically pleasing, the taste did not meet expectations, contributing to a decline in interest [4][11]. Sales Performance and Market Trends - The store offered over 20 chocolate products priced between 240 yuan and 3200 yuan, designed by Michelin pastry chef Maxime Frédéric [5][17]. - The luxury goods sector is currently facing a downturn, with LVMH reporting a 4% decline in revenue and a 15% drop in operating profit for the first half of the year [17]. - Experts suggest that the closure may be due to underperformance, market testing completion, and a shift towards integrated experience stores rather than standalone shops [18]. Future Outlook - LV's customer service indicated that there are no immediate plans for new chocolate store openings in China, with future purchases available in Paris, Singapore, and New York [15]. - The luxury industry is evolving, with a shift from product-centric to lifestyle service-oriented strategies, necessitating brands to adapt to changing consumer preferences and enhance operational efficiency through digitalization [18].