“Pandora, which is ups and downs,”
Article Source: Japanese Design Small Station
Author: Ri Station Jun
Edit: 卝 卝
Pandora Wangfujing Global Flagship Store, closed!
Just some time ago, this global flagship store with excellent geographical location, exposure and passenger flow has the supreme guarantee, and was replaced by Tiffany and Cartier’s house.
Ironically, Pandora, who had been obsessed with girls around the world and jealous of Tiffany, was still replaced by Tiffany.
Pandora during the peak period: sold 100 million pieces a year
But in any case, Pandora’s strength during the peak period cannot be underestimated.
· Every moment beads have special significance ·
At that time, when Pandora first entered the Chinese market, it was once popular among the girls.
With the slogan of “a bead represents a story”, everyone’s attention has been made.
At that time, Pandora sold more than just a string of beads or jewelry, but a different story experienced by every girl.
This is also right to respond to its original intention -encouraging every girl to record their life experience.
· DIY ourselves, we are only unique ·
In addition, Pandora’s classic models are also very interesting.
You can’t buy a complete finished bracelet. Instead, you can only buy a basic bracelet first, and then buy the beads above.
Such a “game rule” not only gives the girls with jewelry, but also increase their fun of DIY.
But there is a huge vanity trap behind this fun, and DIY represents uniqueness. So, which girl doesn’t want to be unique?
· New frequency is fast: 7 new times a year ·
And in order to satisfy their DIY fun and vanity that is different from others behind, Pandora also worked hard.
From the beginning of the first year, it was new to 7 times in the next year. It was once called “Zara in the jewelry industry” in the industry.
The styles of beading are hundreds of tricks from hundreds to thousands, making all consumers dazzling.
At that time, such a sentence was very popular, and it was difficult to find the same Pandora in the world.
· The jealousy tiffany can’t sleep ·
In this way, the price and price are in a light luxury position, allowing Pandora to open the market for a moment.
Starting in 2012, his performance has soared for five consecutive years. In 2017 alone, Pandora sold 100 million pieces of jewelry, and its annual sales soared to $ 2.7 billion.
And ranked among the top three global jewelry brands, many media reports openly wrote “Pandora’s knockout Tiffany”.
At that time, Pandora was like a fast dark horse, even the high -luxury big names looked at it.
Pandora’s design is spit out by netizens
But even wrapped a beautiful fairy tale, it will be broken after all.
· Design itself, some beads are “ugly” is the original crime ·
Pandora’s new speed is fast, it is not false. But more and more consumers have found that the design of each beads cannot withstand the taste.
Impatient red color.
The figurative beading design is full of vacation wind and visually low.
The joint series is even more difficult to say. Whether it is Harry Potter’s joint name or the Disney Princess series, people feel that it is a hasty thing.
· String together, a sense of cheap ·
And even more terrible, once there are more beads, it looks cheap.
Even because of the unreasonable design, some netizens said, “Sima Guang is carrying stones to smash the tank.”
· Need to be carefully maintained ·
Not only that, the bracelet bead itself also has the problem of “oxidation”.
For a period of time, it will turn black and ugly.
There is also the hair on the arm that is always accurately sandwiched by Zhuzhu, which also troubles many people.
For a while, there were more vomiting on the Internet about Pandora.
· Performance decline, 70 billion yuan a year ·
Of course, design is not just one of the reasons why Pandora moved downhill.
But the competition in the market, the low design level, etc., so that the market value of Pandora’s 18 -year market value has plummeted by nearly 70 billion!
Later, the outbreak of the epidemic made this jewelry company overwhelmed. In 2020, Pandora’s average of about 10%of physical stores in the world was closed, and 20%-25%of stores were closed in the first half of 2021.
Pandora trys to come back: the design of the price increase, the design of the afternoon tea restaurant’s National Games, it is too interesting
Faced with such a situation, Pandora also took countermeasures.
Not only in 19 years, it bravely made a “price reduction” decision. Later, I began to introduce new, stepped down its own comfort circle, and opened the afternoon tea restaurant.
But the brutal competition in the market is not enough to keep the hearts of girls. The “Kaisha Restaurant” was also talked about, copying the creativity of the Tiffany’s family.
At this stage, Pandora is still in a dilemma. How to break through this industry bottleneck seems a bit difficult.
I can only sigh that Pandora, who used to be fascinated by the girls, was not fragrant.
“Pandora, who wants to earn 3 times money in China, is there a girl who loves to buy it? “Public number: New Weekly (ID: New-Weekly)
Pandora flagship store
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