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奢侈品牌进军内地网购市场 港媒:买不买还得看价格

2017-08-17 01:07:38   参考消息

参考消息网8月17日报道 港媒称,世界各大奢侈品品牌对内地网上市场的态度已发生转变。它们曾经认为,内地网购市场是一个打不赢的战场,充斥着假货卖家以及有损其品牌价值的折扣和促销。

据香港《南华早报》网站8月15日报道,路易威登和古驰等品牌如今正迫不及待地进入价值5万亿元人民币的电子零售市场,希望吸引数亿内地消费者像网购休闲服装和日用品一样购买昂贵的奢侈品手袋和时装。

西班牙品牌罗意威本月早些时候宣布,将在阿里巴巴公司的平台天猫的快闪店中销售其“巴塞罗那”手袋。这标志着奢侈品品牌首次大胆涉足内地电子商务市场。为庆祝本月晚些时候的“中国情人节”七夕,总部设在马德里的罗意威公司甚至设计了标价1.59万元、专门面向中国网上买家的心爱系列巴塞罗那手袋。

7月,路易威登和古驰都宣布在内地推出电子商务服务,使内地消费者能不受店铺分布或营业时间的限制购买其商品。

报道认为,这些品牌的态度明显发生转变凸显了以下事实:内地电子零售市场规模是如此之大,以致它们无法承受轻视这一市场的代价,尽管仍然存在种种挑战。

电子商务市场研究公司的分析师安德里亚·程(音)说:“消费者在哪里,品牌就追到哪里。中国内地市场的前景是如此广阔,奢侈品品牌无法忽视。它们也不能忽视以下事实,内地日益壮大的中产阶级越来越多地在网上尤其是通过移动设备购买奢侈品。”

安德里亚·程还说:“以阿里巴巴的天猫和京东为首的内地电子商务巨头一直在积极讨好奢侈品品牌、让它们在自己的网站上开店,同时保证打击假货。这些努力也有助于减轻奢侈品品牌原来可能会有的不安和犹豫。”

报道称,目前,在占世界奢侈品市场大约三分之一的中国内地消费者中,越来越多人在境内而不是出去购买奢侈品。

报道称,全球咨询公司毕马威管理咨询公司预测,到2020年,内地50%的奢侈品消费将在网上进行。

总部设在纽约的L2市场研究公司的亚太研究部门负责人莉兹·弗洛拉说,消费行为的变化使奢侈品成了天猫和京东等电子零售商的新边疆。她说:“在畅销品牌方面,它们已达到饱和点,因此,奢侈品品牌提供了一个相对未开发的有利可图的机遇。”

L2市场研究公司最近的一篇报告称,在快消品品牌中,在天猫和京东上开设官方店的分别为大约100%和98%,而奢侈品品牌分别只有24%和10%。

弗洛拉说,这是因为,要吸引更多奢侈品品牌,电子零售商专卖畅销品牌的形象仍是一个需要解决的问题。

为更好地争取奢侈品品牌入驻,阿里巴巴最近推出奢侈品频道Luxury Pavilion,一个专卖高端品牌、仅邀请部分用户进入的平台。而天猫的主要竞争对手京东则推出“白手套”配送服务,消费者购买的商品将由一名身穿黑西装、打深灰色领结、戴白手套的快递人员送至门口。

报道称,但是,内地消费者是否会像接受在网上购买畅销品牌一样接受在网上全价购买奢侈品仍需拭目以待。

佛瑞斯特研究公司的资深分析师王晓峰(音)说,对奢侈品品牌而言,天猫和京东上的旗舰店更可能发挥营销渠道而不是销售渠道的作用。

报道认为,缩小奢侈品的价差是将内地消费者吸引进网店的最大因素。

L2公司的弗洛拉说:“只要奢侈品的价格仍比在境外贵得多,大多数人就仍会出境购买。”

责任编辑:任冲 CN062
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