Traditional jewelry brands like to "dream", but Pandora tells people to accept the reality. It wants a woman to turn all the scenes in her life, whether she expects them or not, into something worth collecting and commemorating. "Pandora is not just an accessory, it is a woman's ever-expanding desire to express her personality."
In recent years, Pandora has become more and more popular among consumers in China, because it can be freely matched and combined. However, because the price in China market is higher than that in many overseas markets, this brand of jewelry has become a hot commodity for overseas purchasing in recent years. Pandora's company cut its price once to crack down on "gray business". It is said that Daigou and Gaofang have become Pandora's biggest enemies in China.
Pandora's net profit plummeted, and another reason is that Pandora lacks freshness in the highly permeable jewelry market, and the brand has already faced challenges. Due to the repeated design of Pandora's charm bead series, a large number of brands have launched similar styles, and consumers' choices are no longer limited to Pandora's brand.
When more and more jewelry brands begin to copy Pandora's successful model and launch personalized products, Pandora's core competitiveness will be damaged. In addition, the negative impact of the downturn in physical retail in the United States cannot be underestimated. In short, just because Pandora's net profit plummeted, we can't think that luxury jewelry is not hot. It may be representative, but it can't cover everything.