曾经，一条售价千元的施华洛世奇小天鹅项链，是90后青春记忆里的"轻奢标配"，也是年轻人表达爱 意、彰显品位的热门之选。 这个凭借营销魔法将人造水晶捧上神坛的百年品牌，在2017年的巅峰时期，其经典款小天鹅项链、恶魔 之眼等产品，助力品牌创下35亿欧元的营收纪录。 如今，这份风光早已不再。 据施华洛世奇消息，其将对其位于奥地利瓦滕斯的总部进行大规模裁员与重组，计划裁减约400个岗 位，并预计在2026年底前完成，引发外界广泛关注。事实上，这并非该品牌首次传出调整消息，此前国 内也曾出现关于其撤店、业绩下滑等传闻。 国内市场销售持续下滑 施华洛世奇源自奥地利，品牌历史超过百年，在国内几乎无人不知。 中国曾是施华洛世奇最重要的市场。2019年，其在中国大陆的门店数量接近400家，覆盖100座城市。 2016年，施华洛世奇全球收入32亿欧元，其中中国市场贡献17亿欧元，占比超过50%，同比增长13%， 中国由此超越美国成为其全球最大市场。 然而，近几年施华洛世奇的光环正在逐渐褪色。2019年~2020年的全球营收连续出现两位数跌幅，大中 华区尤为明显。到2023年，与2019年相比，施华洛世奇在内地的整体业绩，已减少 ...

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].