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轻奢品牌集体拥抱天猫 新零售成晋级10亿美金第一梯队入场券

2017-09-13 15:07:27   中国经济网

天猫新零售正在助推奢侈品零售行业全面复苏,并将成为轻奢品牌迈入10亿美金俱乐部、进阶第一梯队的“入场券”。

据多个品牌近日发布的财报显示,包括Tommy Hilfiger、Lululemon、UGG等品牌,近期业绩表现均可圈可点,而轻奢界黑马Furla、Sandro、Maje等品牌在天猫旗舰店开业之后获得迅猛增长,2000-5000价格带轻奢潮牌正成为中国线上消费者消费升级的主流趋势。

财报显示,2017年上半年,PVH集团旗下Calvin Klein、Tommy Hilfiger分别取得8%、4%的增幅,Deckers集团旗下UGG取得24.9%增幅,而加拿大运动品牌Lululemon则在发布的第二季度财报称,得益于通过天猫拉动中国市场业绩表现,Lululemon第二季度亚洲销售额暴涨70%。Lululemon更是表示将建立10亿美金的男装业务。

10亿美金/欧元作为奢侈品牌业界地位提升和晋级的标志,一直以来备受媒体关注。身处二三梯队的品牌通过销售收入挺进10亿美元,将意味着其获得进阶第一梯队入场券。

作为下一个战略增长高地,中国市场和天猫新零售正成为奢侈品牌加入十亿美金俱乐部的“通行证”。

商务部近日刊登的《走进零售新时代——深度解读新零售》报告显示,以天猫为代表的新零售开启了我国零售业的新征程,新零售倡导的线上、线下、物流三者融合发展,将消减企业库存,充分利用互联网驱动零售新变革。

为此,轻奢潮牌纷纷加入天猫新零售序列,希望以此成功开启新征程。

据时尚媒体预测,相继入驻天猫并获得高速增长的SMCP集团旗下三大品牌——Sandro、Maje、ClaudiePierlot同样有高度潜力晋级成功,加入10亿欧元俱乐部。

据悉,入驻仅一年,SMCP集团线上品牌粉丝累计已经达到63万,并藉由高数量的粉丝人群沉淀出品牌的线上市场占有力。2018年,SMCP集团更是计划借助新零售,与百万粉丝不断互动,在天猫实现2倍增长,真正圈定在轻奢女装商圈中的标杆地位。

而意大利轻奢品牌Furla也在一个月前加速开出天猫旗舰店,正为其快速增长,向投资者描述新故事以及IPO迎来利好。据悉,天猫旗舰店试运营期间,Furla多个经典款限量礼盒就在天猫迅速售罄,天猫的爆发力着实令品牌吃惊,品牌为此紧急向线下数次补货,而Furla团队也正紧密与天猫沟通,预计将在正式开业期间推出更多独家新品。对于开启新零售征程,Furla也持开放态度,品牌正在寻求商品、服务和会员体系与天猫的打通,从而进一步推动线上线下全面数字化

数据显示,Furla去年实现达到24.5%的高速增长,因此而被媒体视为下一个晋级10亿美元俱乐部的业内黑马。

去年成功进阶的奢侈时尚品牌中,UGG也赫然在列。据悉,UGG很早就宣布入驻了天猫,UGG中国区总经理Michael D.Wellman此前在接受媒体采访时说,“品牌将持续对中国的零售店和线上市场进行扩展。”今年天猫618期间,UGG同比增长超过百分之百,领涨行业。为了吸引更多中国线上消费者,UGG近日正式宣布将启用流量小花Angelababy成为品牌代言人。这也是UGG自1978年成立以来,首次启用华人明星担当品牌代言人。

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