The Balenciaga family is accused of discriminating against the Chinese: the brand apologizes that the netizens do not buy it.
Less than three months after the recognition of its popular global shoe, TripleS, in China's Putian, the French luxury brand Balenciaga was once again involved in a new public opinion crisis.
France's Paris Spring Department Store yesterday released Balenciaga's explosion of "old shoes" and caused a queue of enthusiasm. According to netizens, a Chinese female consumer was threatened by the latter for accusing the foreign jumpers. When the woman's son arrived, the two men Innocent was encircled by a number of foreign squadrons. Some Chinese witnesses pointed out that the security guards did not impose sanctions on the squadrons but instead let them buy new shoes, and the Balenciaga clerk also insulted the Chinese in line, shouting loudly: Go out and never buy shoes again.
Up to now, the entire incident has been recorded by some Chinese consumers who have participated in the queuing and uploaded to Weibo and other social media. Although the store manager of Paris Spring Department Store posted an apology on Instagram yesterday, domestic netizens have issued appeals against Balenciaga. .
It is worth noting that more netizens have similar experiences with the reply, saying that they have been treated badly by Balenciaga staff in shopping in France. One day after the "queuing event" was fermented by public opinion, Balenciaga official Weibo and official WeChat issued a special statement in English and Chinese tonight.
The picture shows Balenciaga’s apology announcement on official WeChat and Weibo tonight, but many Chinese netizens expressed no sincerity.
Some analysts said that there is no doubt that Chinese purchasing and ordinary buyers have become the main consumer of global luxury brands, and no luxury brand wants to see this part of the core purchasing power.
The Balenciaga product involved in the event was TripleS with the title of “DadShoesâ€. The shoe was originally created by the designer RafSimons, and then re-interpreted by Balenciaga creative director DemnaGvasalia to become the focus of the fashion circle.
Last September, Balenciaga's TripleS was once dubbed "ugly shoes" for its fancy color scheme and exaggerated thick-bottom design. However, after the release of the shoes, many fashion bloggers and domestic and foreign stars began to appear in the headlines of the media frequently, and have been enthusiastically sought after by young consumers around the world and regarded as a popular weather vane.
At present, the average selling price of TripleS has exceeded 650 euros, which is about 5153 yuan. The reason why a large number of Chinese consumers choose to buy in France is that the local price of 650 euros is nearly 500 yuan cheaper than the 710 euros of Hong Kong, China, and the price of TripleS in Asia is more than 700 euros.
In fact, it is not uncommon for Chinese people to be treated unfairly when buying fashion luxury goods. In February this year, a Chinese employee at the Heathrow Airport duty-free shop in London, UK broke the news and received a 20% discount coupon after spending £79. Chinese consumers need to spend £1,000 to get it. After discovering this unspoken rule, the employee immediately verified his superiority but was suspended.
However, due to the price gap, the purchase of luxury goods is still the first choice for Chinese consumers for many years.
According to an analysis published by Deloitte Consulting recently on prices in different countries, China is still the country with the highest luxury goods prices in the world. For example, a Balenciaga's FoulardFringe dress costs $1312 in the UK, which is $353 less than the Chinese price.
According to research institute L2
The data shows that only 29% of luxury brands in China sell for less than 15% of the international average. Among them, Buberry's price is 37% higher than the international average price, and LouisVuitton is 25%.
But high prices have not blocked Chinese consumers from chasing luxury goods. Mario Ortelli, a senior luxury goods analyst at Bernstein, points out that the Chinese have become the most critical global luxury consumer group, contributing one-third of all luxury purchases. More importantly, McKinsey predicts that this percentage will continue to climb to 44% by 2025, or $151.5 billion.
It is worth noting that this is not the first time that TripleS has sent negative news. According to the fashion business news, in January this year, the shoes were exposed by the media and made in China, not the Italian made in the promotion.
A netizen named Reddit posted on the social media platform Imgur that his purchase of TripleS was written by MadeinChina, and some of the interfaces on the shoes were not neat. The official response then said that the manufacturer responsible for TripleS had moved to Putian, Fujian, China, because it would be able to produce lighter shoes, but the price is still $850.
In addition to the retro fashion style, another selling point of TripleS is the combination of modern technology and top fabric. The biggest controversy caused by factory relocation is whether the quality of TripleS will deteriorate, and whether it will increase the number of counterfeit goods in the market.
According to the fashion headline network, the price of products appearing in the search for TripleS in Taobao is generally between 650 and 900 yuan, which is one tenth of the original price.
Known as “China Shoes Cityâ€, Putian is one of the main production areas and important export bases for footwear products, mainly for Nike, adidas, UnderArmour and other mid- to high-end brands. At present, there are more than 4,000 shoe-making enterprises in Putian, and more than 300 shoe-making enterprises above designated size. In 2016, the industrial output value of large-scale enterprises was over 60 billion yuan.
Some analysts pointed out that the "MadeinItaly" label is still the pursuit of quality, but on the surface it is said that it is a well-known secret that the Italian-made luxury brand is looking for a foundry in China.
It is unclear which products of Balenciaga are transferred to China, and the TripleS product information displayed on the Balenciaga website is still made in Italy.
Similar to Gucci, Balenciaga is also one of the most disruptive luxury brands in the last two years. The addition of DemnaGvasalia made the street trend culture the first time it was written into Balenciaga. The brand has become the most popular luxury brand in the past year and is also a direct beneficiary of the explosion strategy.
François-Henri Pinault, CEO of Kaiyun Group, revealed earlier that Balenciaga's annual sales growth was 40% and operating profit growth reached double digits. He expected Balenciaga to enter the 1 billion euro club this year.
“For a sleek luxury brand, it must be self-defense at the right time, and the explosion is the most important means to reshape itself.†Lou Yan, Managing Director of Accenture Strategy Greater China, said earlier. Under normal circumstances, luxury brands have to re-establish brand value every 10 years, and then cycle.
DemnaGvasalia's early transformation of the classic fashion house has become a hot topic by exaggerating the interpretation of daily items or directly copying the logo. However, after the freshness fades, many consumers have begun to question whether Balenciaga items can be matched from design to quality. Its high price.
Balenciaga's Spring/Summer 2017 collection of a men's Tote bag is priced at about RMB 14,821. Its shape is similar to that of the IKEA IKEA, which is only $5. The brand launched another model similar to the ordinary woven bag last year. The highest rate of Bazar has been fired to 17,000 yuan.
Helen David, chief commercial officer of Harrods, a British luxury goods department, once said that no brand in today's fashion industry can be overvalued or underestimated, depending on the consumer's perception of the brand.
But the market and fashion have become unpredictable. As the fashion cycle accelerates, if the luxury brand's products are exclusivity, the symbolic value of the product will die out and fall into the cliché.
It is noteworthy that the trend media Highsnobiety recently quoted a number of anonymous sources claiming that the trending brand Vetements created by DemnaGivasalia has gradually lost support from consumers and retailers due to lack of fresh design and expensive pricing.
This means that it is still a question whether Balenciaga's direct embrace of the trend can continue the heat compared to Gucci's use of art and creativity to inject new cultural connotations into the brand. Some people in the industry pointed out that when a kind of rebellion and cool become everywhere, people may not be willing to pay for overpriced products.
Editor in charge: Gao Wei
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