奢侈品在中國(guó) 未來(lái)走向何方——中國(guó)本土奢侈品品牌正面臨挑戰(zhàn)

 The Luxury Brand Market in China

China’s love of contemporary culture and expensive brand labels has seen a nation of Chinese tourists heading overseas toward London, New York and Paris for global fashion hotspots. Luxury brands such as Chanel, Rolex and Lacoste have captured the hearts of China’s post-80s generation who see western culture as a beautiful and glamorous lifestyle. At present, China is the second largest consumer of luxury goods consuming 27.5% of luxury products in the world.

Luxury brands have come to value China for its supply of youthful high-end consumers, where currently 75% of luxury purchases are from people under the age of 40. This is in stark contrast to the dominant senior adult consumer demographic in developed countries. 中國(guó)海外游客對(duì)于當(dāng)今時(shí)尚生活方式的追捧以及對(duì)奢侈品的狂熱度已直追倫敦、紐約和巴黎。例如像Chanel、Rolex和 Lacoste這樣的奢侈品牌已成功捕獲了喜愛(ài)及追逐絢麗多姿的西方生活方式的中國(guó)80后?，F(xiàn)在，中國(guó)以每年達(dá)全球奢侈品消費(fèi) 27,5%的比例占據(jù)世界第二。

奢侈品牌紛紛開(kāi)始重視其年輕一代的高端消費(fèi)者，在中國(guó)目前的奢侈品購(gòu)買者中，75%的年齡是在40歲以下。這和發(fā)達(dá)國(guó)家中 年紀(jì)偏大的消費(fèi)者群體形成了鮮明對(duì)比。

THE FIRST CHOICE 021 Luxury brand makers scent more profits International luxury brands often develop a new market through cooperation with local business partners who are more familiar with the scene in order to make good headway. But these brands are buying back direct control of their operations from China's local business partners, implying that international luxury brands don't want to share their high profit with others since the luxury market in China is developing at a staggering rate。

Luxury brands wrest back China market To keep their China expansion alive, many of the global players are expected to move into China's second- and third-tier cities in the coming years to tap demand there. Rapid development of high-end shopping malls and retail spaces across the country should help the domestic expansion of luxury groups, especially as mall operators could offer attractive terms to land big-name brands.

Chinese luxury wannabes try to raise their profile Chinese luxury brands may face their toughest battle on the homefront, where shoppers often prefer big international names such as France's LVMH or Hermes that carry more prestige and more than a century of history. They could face an even rougher road ahead as global brands, well aware of China's rapidly growing wealth, launch major expansion campaigns in the country that include opening stores in second and third-tier cities.

奢侈品攫取最大化利潤(rùn) 國(guó)際奢侈品牌往往通過(guò)和熟悉本國(guó)文化和商業(yè)環(huán)境的本土商業(yè)合作伙 伴的共同開(kāi)發(fā)新的市場(chǎng)。但是這些品牌會(huì)通過(guò)這些本土公司來(lái)直接控制經(jīng) 營(yíng)，因?yàn)橹袊?guó)的奢侈品市場(chǎng)正以驚人的速度發(fā)展，誰(shuí)都不想和別人再去分 享這種高額利潤(rùn)。

奢侈品搶占中國(guó)市場(chǎng) 為了保持自身的不斷擴(kuò)張，很多奢侈品品牌都期望在接下來(lái)的時(shí)間里 轉(zhuǎn)移到中國(guó)二三線城市去滿足他們的利潤(rùn)增長(zhǎng)目標(biāo)。 現(xiàn)在大型高檔的購(gòu) 物商城和零售場(chǎng)所的急劇增加，這些有助于國(guó)內(nèi)奢侈品集團(tuán)的擴(kuò)張，尤其 是著名品牌會(huì)更吸引消費(fèi)者的興趣。

中國(guó)奢侈品品牌試圖提升自身銷售份額 中國(guó)本土奢侈品品牌正面臨嚴(yán)峻的挑戰(zhàn)，這些挑戰(zhàn)來(lái)自于例如像 LVMH或愛(ài)馬仕這樣的聲名顯赫，有著百年多的歷史全球知名品牌。比起 全球知名品牌，他們有著更艱難的道路要走。

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