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推出奢侈品牌日 天猫成为全球奢侈品牌第一官网

2017-09-06 15:11:42   中国经济网

外媒调研显示,天猫等电商平台的超高增速正促进奢侈品公司不断调整市场策略,缩小奢侈品在中国市场与欧洲市场的价差,吸引消费回流。

据英国《金融时报》等外媒日前报道,过去一年奢侈品在中国市场与欧洲市场的价差不断缩小至9%,在服饰等品类最高缩小达到20%。《金融时报》据此分析,奢侈品在中国溢价的缩小部分得益于电商作为奢侈品零售渠道的崛起,因为这让价格变得更透明。

显然,这也促进了奢侈品销售的大盘回暖和国人在奢侈品消费上的回流。

奢侈品在中国销售和市场策略的调整是显而易见的,根据德勤全球发布的第4期《全球奢侈品力量》年度报告,在中国、俄罗斯和阿联酋等新兴奢侈品市场上,70%的消费者表示他们在过去5年增加了奢侈品的相关支出,比欧盟、美国和日本等成熟市场高出17个百分点。

跟过去必须在机场免税店、或是跨境代沟相比,以天猫为代表的电商平台的便捷和迅速正让越来越多消费者选择通过线上购买奢侈品,不断吸引消费回流。《2017全球奢侈品力量》报告也印证了这一观点,报告认为,电子商务正成为奢侈品品牌的发展新趋势,有48%的受访对象认为,未来电子商务和移动商务将会在奢侈品行业得到进一步广泛应用。

天猫也因此成为引领全球奢侈品销售超高速增长的线上平台。据悉,近年来, 2000-5000价格段轻奢服饰美妆正是消费升级的最大风口,万元级别的腕表珠宝同样爆发力惊人,并在天猫上迎来高达三位数超高速增长。

而天猫在奢侈品领域动作频频也不断吸引更多奢侈品牌入驻,截止今年9月,天猫已迎来包括爱马仕旗下上下、LVMH旗下泰格豪雅、真力时、娇兰、酩悦轩尼诗、斯沃琪旗下天梭以及瑞士独立制表品牌豪利时等入驻。

天猫以及中国也正在为LVMH、爱马仕等奢侈品集团带来更广阔的市场,据最新财报显示,自今年初到现在,LVMH集团股价累计增幅已超过20%,市值也破历史纪录,高达1106亿欧元,得益于中国地区业绩的强劲表现,LVMH集团期内在除日本外的亚太地区销售额增长最为显著,涨幅高达29%。

不久前,天猫更是推出全球首个奢侈品平台Luxury Pavilion以及奢侈品快闪店Tmall Space,短短一个月时间,入驻Luxury Pavilion的奢侈品牌就迎来环比高达150%的超高速增长。其中,酩悦轩尼诗、Rimowa、爱马仕上下等品牌更是涨幅超300%。

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