2021年全球奢侈品品牌超过一半新店都开在中国

 根据英国地产咨询商第一太平戴维斯的报告，中国是2021年奢侈品牌开店数量最多的市场。55%的奢侈品牌新增门店选址中国，除中国之外的亚洲市场占比下降至10%，欧洲和北美均为14%。<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>第一太平戴维斯在解读文章中指出，中国二线城市奢侈品市场表现整体优于一线城市，奢侈品牌开始加速下沉市场扩张速度。武汉恒隆广场等高端购物中心开业为二线城市提供奢侈品消费机会，供应链完善和相对低的租金也是奢侈品牌进入下沉市场的原因。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>较早控制疫情以及海外消费回流，让中国奢侈品行业从2020下半年开始快速复苏，而中国也成为2020年少数录得奢侈品消费正向增长的市场。贝恩咨询数据显示，中国在全球奢侈品市场中占比达到21%，预计到2025年将达到25%至27%。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>奢侈品牌对中国市场的营销投入加大，路易威登和迪奥等品牌在疫情后不止一次在国内举办时装秀，多个限定系列选择在中国首发。海南免税市场蓬勃发展，则让《钟表与奇迹》奢侈钟表展来到三亚。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>大规模营销背后，奢侈品牌期待在中国市场实现更高增长。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>上海恒隆广场、广州太古汇和北京SKP等传统高端购物中心业绩加速增长。成都、西安和武汉等城市也出现奢侈品消费爆发，成都太古里古驰成为2021年品牌全球销售额最高的门店，河南首家爱马仕开业当日商品近乎售罄。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>活跃的市场让奢侈品牌和开发商加大对下沉市场的布局。路易威登在南宁和太原等城市接连开设新店，并将新的路易威登之家选址成都。SKP在成都和武汉的购物中心将在近年开业，恒隆和新鸿基也在非一线城市有所布局。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>界面时尚报道过，加码高端零售、引入奢侈品牌，已经成为当前部分城市推动商业升级的手段。奢侈品在特定领域有着号召力和影响力，如果城市能够获取类似的资源，对城市的定位有着标杆效应。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>但现实却有着另外一面。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>武汉是成都和西安之后又一个高端地产商争夺的城市，目前市内高端购物中心以恒隆广场和武商广场为主。2022年春季开业的武汉万象城此前定位为奢侈品购物中心，但根据开业披露的品牌阵容，目前还未有指标性的奢侈品牌入驻。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>爱马仕大中华区首席执行官Luc Hennard接受界面时尚采访时表示，未来武汉将有一家新店迁址重开。当前武汉只有一家爱马仕门店，这意味着虽然武汉高端购物中心数量增长，品牌增开新店意向却没有因此而提高。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>奢侈品牌开店流程复杂，通常需要经历考察、装修和铺货等持续2至3年的流程。在疫情局势不稳定的当下，高端购物中心业绩维持稳定增长的能力被削弱，原本极速扩张的奢侈品牌也会对开店计划更为谨慎。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>相较于购物中心本身，奢侈品牌在开店这件事上更具弹性。市场火热的时候，奢侈品牌可以加快开店速度或通过快闪店的形式来进入下沉市场。当市场遇冷，品牌也可以快速调整布局。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 28px; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>对于高端购物中心，如果头部品牌撤出，随后的招商过程将会受到打击，整个购物中心的前景也会受到影响。高端购物中心回本时间可能要10年以上，在充满不稳定性的当下，供过于求的风险极有可能会触发。