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, despite recent accolades for actress Xin Zhilei and ongoing collaborations that have generated substantial exposure for the brand [3][5][18]. Financial Performance - Chanel's total revenue for 2024 decreased by 5.3% to $18.7 billion, with net profit dropping by 28.2% to $3.4 billion [5][18]. - The Asia-Pacific market, which accounts for nearly half of Chanel's total revenue, saw a significant decline of 9.3%, totaling $9.233 billion [5][18]. - In contrast, competitors like Hermes and Prada reported growth, with Hermes achieving a 4.5% increase in global revenue and Prada experiencing a 17% rise, reaching €5.4 billion [5][18]. Layoffs and Workforce Changes - Chanel is reportedly increasing layoffs in China, with plans to reduce its workforce from approximately 460 to about 370 employees, representing a nearly 20% cut [6][8]. - The layoffs are affecting various levels of employees, including those with long-term contracts, and are primarily targeting high-salary positions in technical and digital departments [6][8]. Brand Image and Consumer Sentiment - Chanel has faced numerous negative incidents, including conflicts between staff and customers, which have damaged its brand reputation in China [10][11]. - Complaints regarding poor service and product quality have surged, with over 6,000 complaints filed against the brand on consumer platforms [4][11]. - Recent pricing controversies, such as the perceived unreasonable pricing of its powder products, have led to public backlash and accusations of exploiting consumers [13][18]. Market Position and Strategy - The luxury market in China is experiencing a slowdown, with consumers becoming more rational in their spending, contributing to Chanel's declining popularity [5][18]. - Analysts suggest that Chanel's reliance on classic products and frequent price increases without adequate value justification have alienated some consumers [17][18]. - The rise of domestic luxury brands and changing consumer preferences are further challenging Chanel's market position [17][18].