A few years ago
Young girls frantically buy beaded bracelets
Jewelry brands led by Pandora are booming
These bracelets are predominantly silver
Consumers can buy favorite gemstone beads strung together
The price of each bead ranges from 200 yuan to 1,000 yuan
Recently, some media exposed
Pandora counters have been withdrawn in many parts of the country
Prices on second-hand e-commerce platforms
It also fell to tens to hundreds of yuan......
Pandora's jewelry on sale Source: official website
Expensive and not holding its value?
10,000 yuan bracelet was "rejected" by the jewelry secondary market
Pandora's polarization in the minds of Chinese consumers can be seen in the secondary market for jewelry.
"When you enter the pit, you must go to the ends of the earth to find the shadow of Pandora." A consumer posted on a social platform, "Who would have thought that it would not retain its value at all except for (would) be black." ”
Screenshot of the conversation between the second-hand luxury goods merchant and the reporter
Some netizens said that the bracelet of thousands of yuan can only be worth more than 100 yuan by gram (netizens shared screenshots)
Even at the price of 10 yuan/gram, some netizens said that they couldn't sell it for so much money, and according to the gram price of 5.1 yuan, they spent thousands of yuan on a half-circle bead Pandora bracelet, which was only worth 193 yuan.
The reporter also learned from a number of second-hand luxury merchants that Pandora's recycling market is poor. "Pandora is not a luxury, it doesn't hold its value enough. In addition, as far as identification is concerned, there is no identification point for its material and process. After multiple interviews, the reporter learned that most of the second-luxury merchants who recycle Pandora on the market charge for their silver jewelry grams, and the price is very low, ranging from 5 yuan to 10 yuan per gram.
The reporter searched for "Pandora bracelet" on the second-hand trading platform and found that only a few users posted notes on recycling Pandora bracelets and beads, and the lowest recycling price was 10-30 yuan. There are also many users who sell their idle Pandora bracelets on the platform, and the whole bracelet with beads is sold for 150-500 yuan. "At that time, the Pandora bracelet bought for 2,000 yuan cannot be sold for 399 free shipping on a second-hand trading platform." One consumer said.
The reporter asked a merchant who recycles second-hand luxury goods whether he would buy Pandora bracelets, and the merchants said that they would not accept Pandora bracelets, but only big-name jewelry and gold jewelry. "Pandora is really not selling for recycling now, this kind of necklace may be to buy a brand value, the materials are alloys, 925 silver, zirconia and enamel, and the value is depreciated when worn later." The merchant said frankly.
Netizens said that Pandora is easy to oxidize and "blacken", and from time to time she has to clean the "tears of the times" (netizens share screenshots)
The material of Pandora's jewelry (screenshot of Pandora's applet)
The material of Pandora's jewelry (screenshot of Pandora's applet)
Zhu Guangyu, a veteran diamond and jewelry industry expert, believes that Pandora's focus on each market is different, and some of its concepts, pricing methods and design concepts are not recognized by Chinese consumers. In addition, in his opinion, Pandora's sales in China will not be very optimistic in the short term. Nowadays, most consumers pay more attention to products that can maintain and appreciate their value, such as gold, and generally do not pay attention to inlays.
"Most Chinese consumers are very pragmatic, they look at the material and the value attribute second. Pandora's material has led many people to think that it is expensive to sell. Zhu Guangyu said.
Pandora's public statement has always been "confidence in the long-term development of the Chinese market". But Zhu Guangyu analyzed: "First of all, it depends on whether Pandora is willing to work hard for the '2%'." If you want to, then adjust your store, products, brand image, etc. ”
Netizens are hotly discussed
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Source: National Business Daily, Chao News, New Weekly, Guangzhou Daily, etc
Editor: Pan Pan