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新兴市场推动奢侈品消费增长

2017-08-15 11:09:11   中国经济网

日前,德勤发布其第四期年度报告——《2017 全球奢侈品力量》。该报告根据2015财年(截至2016年6月30日的财政年度)奢侈品综合销售额的公开数据,研究并列出全球100家最大的奢侈品公司。报告还显示,中国等新兴市场持续推动奢侈品市场快速发展,但中国市场的奢侈品折算成美元后的价格,比意大利和法国市场同类产品的价格平均高出50%以上。

多个奢侈品企业销售额几近翻番

在深圳要买高端品牌,购物中心是首选的商业业态,正是因为多个高端购物中心的崛起,为众多大牌进入深圳架起了桥梁。走进深圳万象城、益田假日广场、KK MALL等高端购物中心,举目望去满眼全球知名的奢侈品牌,可以让消费者从容选择。华润万象城被称为深圳奢侈品消费的标杆,这个开业于2004年的超大购物中心,拥有LV、古驰、迪奥、阿马尼等数十个一线奢侈品牌。记者走进万象城,看到一些品牌店顾客不少,据一名销售人员称:今年以来,销售业绩增长比较快。在益田假日广场一家品牌店,销售人员也反映:今年以来业绩增长了30%。

德勤报告反映了奢侈品的销售增长的情况。报告公布全球奢侈品公司十强名单。LVMH集团稳坐冠军宝座,紧跟其后的是拥有卡地亚、江诗丹顿等珠宝腕表品牌的瑞士历峰集团,第三名则是护肤彩妆帝国雅诗兰黛集团。第四位是雷朋的母公司陆逊梯卡 ,而这两年靠古驰高开高走的开云集团则位列第五;其余上榜“全球奢侈品十强”的公司还有斯沃琪集团、欧莱雅集团、拉尔夫·劳伦公司、周大福珠宝,以及PVH 集团。 在全球100家最大型奢侈品公司中,仅有六家企业在 2015财年的销售额出现两位数下降,其中一半的企业是珠宝商,这表示该子行业依然面临不稳定的消费需求。多个奢侈品行业的企业销售额几近翻番。利润率较上一年有所增加,箱包和配饰仍是增长最快的子行业。

报告显示,新兴市场的消费者持续推动着奢侈品市场的快速发展:在中国、俄罗斯和阿联酋等新兴奢侈品市场,70%的消费者表示他们在过去五年增加了奢侈品的相关支出,而在欧盟、美国和日本等成熟奢侈品市场中,这一比例仅为53%。

20%消费者愿意接受20%价差

到香港“扫货”早已成为深圳居民行程中的一大项目。深圳市零售商业行业协会的调查显示,深圳市民赴港购物连年增长,其中不少人赴香港的目的是买奢侈品。到香港买奢侈品,更多的是内地其他城市的游客,他们通过深圳过境去香港购买奢侈品。德勤全球欧洲、中东和非洲地区时装与奢侈品行业领导合伙人Patrizia Arienti 表示:“旅行依然是奢侈品行业巨大的增长机遇,近一半的奢侈品是消费者在旅行中采购的。”

报告显示,中国市场上的奢侈品折算成美元后的价格,比意大利和法国市场上同类产品的价格平均高出50%以上。数据表明,中国与法国市场上不同品牌的产品差价从20%至70%以上不等,其中手表和珠宝的溢价最高,包具的溢价最低。

而发达的网络使中国消费者对内地与海外奢侈品市场价差的认识越来越敏感,对价差的容忍度也越来越低。数据显示,2012年,60%的消费者愿意接受20%的价差,如今仅有20%的消费者对此能够容忍。

令人意外的是,在境内外奢侈品价格差不多的情况下,仅仅只有 70%的消费者会选择在境内选购。

年轻消费者对奢侈品消费的情况如何?据总部位于深圳的奢侈品网站走秀网专家分析,通过过去9年的数据积累发现,年轻一代的消费者对于小众、个性化品牌的喜欢,正在替代对传统奢侈大牌的追捧。调研发现,随着80后90后消费者的年龄、阅历、事业、收入、品位都提高以后,他们根本不在意这个牌子是不是奢侈品,更加看重的是商品品质、设计、个性化的品位。

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