" Worth 188,000 yuan to buy a Cartier Love Bracelet 18K Gold , only wearing two months, watch the table head off, and request a replacement or return, was rejected ." July 22 , Nanchang public Lui reflected.
Cartier encountered " quality gates"
Said the watch is the time a witness can accompany years of a person's life , even as a family heirloom . Cartier is a world-renowned luxury brand , why so many of its products will be quality problems ? Many consumers can not be solved even after-sales issues through media intervention , thought-provoking . China in recent years become the first to seize the many international big emerging markets , many big names have gradually opened stores in China , but also the attendant service issues exposed . Purchase of luxury goods in China and abroad are not the same service , many of these events before seen in the media , the parties miserable.
Competition in the market , superior quality and excellent service is to enhance the brand value of a breakthrough. But now frequently tortured Cartier quality , service and worrying. How consumers' interests are reflected deep-seated need to consider what the problem .
Auctions low price brand value is questionable
Is considered to be Europe 's royal brand Cartier watches what can appreciate or depreciate ? Facts have proved that the auction house , Cartier fan's paradise , but it is Cartier hell.
In 2012 Sotheby's Hong Kong autumn auction catalogs on Cartier TANK series "TANK FRANCAISE" ladies white gold diamond bracelet watch valued only 45000-60000 dollars, the price is only about 1/4-1/5 store prices - the official store "TANK FRANCAISE" women Cartier platinum diamond watch series priced at about 250,000 yuan . It should be stressed that this is not an old table , on the contrary , it is a new style, a plastic cover on the surface not torn . Last traded notes show that the auction price plus commission altogether 68,750 Hong Kong dollars ( about 55,000 yuan , or about 1 ratio of RMB against HK $ 0.8 ) .
Many people like Cartier Jewelry Fake, and the brand is not unrelated to the strong promotion of mainland China. 160 -year history , the so-called European royal genes , top craftsmen , talented designers , unparalleled jewelry masterpieces ...... these advertisements with those of comparable 007 series of image advertising blockbuster movie ever convey to consumers with Cartier 's high society contact between the media and public opinion in the brand 's PR power to consumers have been able to preserve the tradition of luxury , the appreciation of investments impression.
Sotheby's Hong Kong Watch Department deputy director and senior experts Chenkai Jia said: "We are generally from four percent at the beginning of the line at the time of evaluation, the prices of most stores prices between 30% to 50% , especially popular models only will reach 65% , because the valuation is too high unsold. specific valuation in accordance with the different brands, different watches division, the more simple function , the lower the valuation , such as Cartier watches chronograph function is simple , even if there are diamonds, we also will reduce the number . holding the auction on May 28 just held by Sotheby 's in Hong Kong , we have a ladies Cartier watches, diamond , style is very new, very good product phase , our valuation is the price of the store line 30% Why ? watches auction unlike art, it 's very transparent market , price and valuation not too bad and only a small number of limited edition and expensive antique tables are rushed . "
In the Guardian auction house official website, clearly record auctions each table. Including Cartier Love bracelets fake , Divan series of stores priced at about $ 200,000 watches, valued at auction are only about 50,000, most of them also appear as " unfilled " state. There are a series of Cartier Panthere , 18k gold, diamond bezel, crown a diamond decoration , price 34,500 yuan , while the price of this watch Cartier store 207,000 yuan .
General manager of China Guardian Huang Ming -hui Huang Ming watches jewelry department Hui admitted, I do not know where to come from the outside world the impression , that is to invest in and buy a table will appreciate. In his opinion, this is a bit ridiculous. " Watches and cars, the vast majority would buy from a devaluation . Just write your name , even if it did not wear one day , one kilometer did not open, and so when you want to resell , it becomes a hand ." Huang Ming -hui said that only those antique table has been discontinued , it has the appreciation of the condition .
Consumers have said: "It's like the shop to let the store empty , as if everyone no longer be fooled by Cartier ad , know the secrets of the watch , knowing the discount auction house , who would go to Cartier store to buy a table ? "
In case of winter luxury stores have closed ten
One quarter of this year , for the major luxury brands, is a test. Nuggets in the world's largest market - China suffered Waterloo perhaps beyond their imagination. Vigorous anti-corruption activities from the beginning has been to deter their ambitions. From the data already published a quarterly seen , depressed single-digit growth is the norm , with the previous scenery different.
And only a year between the number of stores and even reduced Cartier 10 .
According to the latest study by the world's top luxury specialists initiated , it is estimated in 2013 , the global luxury goods sales growth will be 50% lower compared to 2012 . The main reason lies in China . According to Bain & Company at the end of the relevant statistics show that in 2012 China 's luxury spending growth from the mainland in 2011 when 30 percent , down to single digits by 7% .
This " decline " is not only China's economy caused by external factors , such as market environment , many problems from their own luxury brand is "decline " roots.
Dean of Research Dr. Zhou Ting wealth Quality Analysis : "From many earnings report can be seen, the consumer is often the most serious decline in performance of the big luxury , it also shows big luxury in China has experienced rapid development and rapid expansion after the procedure , in fact, the market has been gradually approaching the critical point , while they are conducting brand expansion , on the other hand with the increased visibility , brand value has declined . "
Zhou Ting believes that the concept of Chinese consumers upgrade , with the mature consumer psychology , consumer brand ( emphasis logo, buy big ) and premium consumer ( willing to pay for high-priced luxury goods ) are also increasingly sophisticated psychological aspects China's conspicuous consumption mentality is gradually reduced.
In addition, since 2012 , the overall slowdown in the economy , as well as negative information appearing luxury industry . Including industry , service quality and other negative information , as well as luxury goods such as electricity supplier complaints seriously affected consumer confidence.
Industry experts said: " China 's luxury consumption , it is known in part for gifts , and after this year , the state officials to accept gifts or buy luxury goods , there are some limitations , especially as last year, there has been" uncle "so storm, spending on gifts this luxury , I believe it is influential . "
Research Report Chinese luxury goods market in the first quarter show : Before 2013 , sales of luxury goods in China , the gift market accounted for 72% of the market share . In China , send gifts luxury has become a mainstream trend, but in view of the first quarter of 2013, the situation has been broken , officials away from the luxury to be the best way to avoid the disaster of public opinion , the market is the lack of official hit domestic luxury market share of the main reasons.
Epilogue
Over the past year , many international luxury big collective Fun in the Chinese market have ever happened to winter wind and water , and even shop off the news from time to time . Against this background , Cartier also appeared frequently "quality gate" , consumer rights and constantly rebuffed . In the auction , the new Cartier Bracelets fake watch even most to shoot three or four stores prices , the legendary " increase the value " seems to be just deified. I do not know a customary arrogance Cartier future will be?
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