Performance picked up, and Pandora's annual sales were expected to rise sharply

　　According to fashion business news, Danish jewelry brand Pandora recently released preliminary results for the third quarter, sales increased by 5% year-on-year to DKK 4.73 billion, less than analysts expected 14%, EBIT was DKK 957 million, higher than analysts expected 917 million, and EBIT margin was 20.2%. Given the brand's continued strong performance in the U.S. and continued improvements in Europe, Pandora still raised its full-year outlook and expects annual sales to grow by 18 to 20 percent.

　　Although Pandora has risen overall, the situation in the Chinese market is a little awkward. The reason why Pandora has suffered setbacks in the Chinese market is not unrelated to the chaotic positioning of the brand in the past two years. As consumption gradually becomes younger, light luxury brands such as Pandora are even more in a worrying situation between high-end brands and mass brands. "In the past two years, Pandora has not had much novelty in product design, but some niche designer brands have unique styles, affordable prices, and are not easy to collide with." Some customers said.

　　In terms of price, the price of some of Pandora's necklaces and bracelets ranges from two or three thousand yuan, and the basic price of luxury Tiffany is five or six thousand yuan. This inevitably makes consumers more inclined to choose the latter and enter the luxury category.

　　In recent years, Pandora has been trying to shift in hopes of winning over the Chinese consumer market. As early as last year, in order to commemorate the meaningful year of 2020, around the theme of saying goodbye to the old year and praying for the new year, pandora Pandora launched a customized gift box to connect the expression of love and beauty - while giving life more ritual sense, illuminating the delicate love in each other's hearts, and making a wish for love in advance for 2021.