文 | 《 BUG 》栏目 罗宁 今日，演员辛芷蕾凭借《日掛中天》问鼎 2025 年第 82 届威尼斯电影节最佳女演员奖， 香奈儿官方连续发布多条海报庆祝，相关话题登上热搜。在不少辛芷蕾的粉丝和影迷看来， 香奈儿无疑是"押对宝"了，在连续多年与辛芷蕾的合作中，香奈儿获得了巨大的流量和曝 光。 但另一方面，香奈儿近年来在国内的处境却并不好。据媒体报道，香奈儿今年加大了在中国 市场的裁员力度，中国总部计划裁员比例接近 20% 。财报显示，香奈儿 2024 年总营收 下降 5.3% 至 187 亿美元，净利润下降 28.2% 至 34 亿美元。而今年以来，香奈儿陆续 陷入"柜姐与顾客冲突事件""蜜粉定价不合理事件"等风波，其公开的手袋制作内容则令 其"奢侈感"和"手工价值"大打折扣，引发消费者强烈不满。 《 BUG 》栏目发现，在黑猫投诉上，有关香奈儿的投诉超过 6000 条，不少涉及产品质量 不及预期、服务态度差等问题。在行业人士看来，香奈儿收入大跌，话题风波不断，加大了 其与爱马仕、 LVMH 与 Prada 等之间的差距，也令更多消费者转投其他品牌。而各种消 费心态的变化，则让香奈儿在中国越来越暗淡。 在中国 ...

Core Viewpoint - Chanel is facing significant challenges in the Chinese market, with declining revenues and increased layoffs, while its brand image is suffering due to various controversies and consumer dissatisfaction [2][3][4]. Financial Performance - Chanel's total revenue for 2024 decreased by 5.3% to $18.7 billion, and net profit fell by 28.2% to $3.4 billion [3]. - The Asia-Pacific market, which accounts for nearly half of Chanel's total revenue, saw a substantial decline of 9.3%, totaling $9.233 billion [3]. - In contrast, competitors like Hermès and Prada reported growth, with Hermès achieving a 4.5% increase and Prada experiencing a 17% rise in global revenue [3]. Layoffs and Workforce Changes - Chanel is reportedly increasing layoffs in China, with plans to reduce its workforce from approximately 460 to about 370, representing a nearly 20% cut [6]. - The layoffs are affecting various employee levels, including long-term staff with permanent contracts [4][6]. Brand Image and Consumer Sentiment - Chanel's brand image has been negatively impacted by incidents involving staff and customer conflicts, leading to public backlash [7][8]. - Complaints regarding poor service and product quality have surged, with over 6,000 complaints filed against Chanel [2]. - Controversies such as the "powder pricing incident" have further fueled consumer dissatisfaction, with consumers accusing Chanel of overpricing [10]. Market Position and Strategy - Chanel's reliance on classic products and frequent price increases have led to consumer resistance, as many perceive a lack of innovation and value [13][14]. - The rise of domestic luxury brands and changing consumer preferences are diverting demand away from Chanel [14]. - Analysts suggest that Chanel needs to realign its value proposition and improve service quality to regain consumer trust and market position [14].