不爱打折的奢侈品，该如何拥抱双11？

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; letter-spacing: 0px;”>巴黎世家七夕营销的余威尚在，Dior就忙不迭推出了双11限定单品。 赶紧看看，舒一口气，还好不丑。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>实际上，不仅不丑，Dior这一波新品推出的可谓是前无古人后无来者，诚意十足。作为疫情之后全球最大消费季节，今年的双11，奢侈品还有什么新玩法？

<h2 style="box-sizing: border-box; margin: 30px 0px 14px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 20px; line-height: 28px; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; color: rgb(66, 133, 244); position: relative; text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>今年双11，这些大牌推出了限定

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>奢侈品对于双11大促已经不是什么新鲜事。去年双11，MCM、Longines、MICHAEL KORS等都推出了各自的双11限量礼盒。瑞士奢侈品腕表百年灵“中国机长”联名款，一分钱没少，借助电影的热度，预售首日即售罄；许多明星同款、代言人特别款每到双11就层出不穷，也是这个道理。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>今年，我们看到更多奢侈品牌采取了这一打法，且不少在预售期间都获得了不错的成绩。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>以内衣品牌维多利亚的秘密为例，预售成绩最好的前4款商品无一例外都顶着“杨幂同款”的光环，销售额占去全店的42%。Tony Burch从21日开启预售至今，4000件商品已被预定，预定金额破千万。店铺三款“天猫专享”手袋销售额占比13.13%。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>倘若奢侈品的“双11限定礼盒”显得功利有余，诚意不足，那么品牌“双11限定款”的推出算是诚意满满的举动了。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>半个月前，全球最大奢侈品集团LVMH旗下核心品牌之一Dior官宣，该品牌双11限定系列将在官方线上精品店和官网开启预售，预售期截至11月11日。该限定系列除首饰、腰带等配饰外，还包括由精致小羊皮制成、配以品牌经典藤格纹元素，并印有经典Christian Dior标识的限量款手袋。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>

<p class="img-desc" style="box-sizing: border-box; margin: -2px auto 15px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 20px; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(153, 153, 153); text-align: center; max-width: 690px; white-space: normal; background-color: rgb(255, 255, 255);”>Christian Dior的双11限定系列

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>无独有偶，Burberry （博柏利）在10月12日也推出了自家的双11限定围巾，一共红黑两色，还拉上了周冬雨和马伯骞示范搭配，售价为2500元。也许是因为仅有两款新品，热度不及前者。不过，作为首个登陆天猫的顶级奢级品，Burberry的骄人预售成绩还是“老的辣”。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>

<p class="img-desc" style="box-sizing: border-box; margin: -2px auto 15px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 20px; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(153, 153, 153); text-align: center; max-width: 690px; white-space: normal; background-color: rgb(255, 255, 255);”>今年双11，Burberry预定的均价和总金额都是配件类目的第一

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>为一个电商节日，而不是传统意义上的文化节日推出限定单品对Dior尚属首次，对其他奢侈品而言，也是十分大胆的举动。一方面，这代表着双11这一类的网络促销活动，已经成长为奢侈品抢夺销量和流量的战场；而Dior们从“被动高冷”，转为主动出击的态度，也意味着数字化转型已经不是可选项，而是品牌的必经之路。

<h2 style="box-sizing: border-box; margin: 30px 0px 14px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 20px; line-height: 28px; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; color: rgb(66, 133, 244); position: relative; text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>除了推出限定，不爱打折的奢侈品还能怎么卖货？

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>不论是盖楼还是养猫，每一年的双11都在用各种各样玩法加深消费者对于“买得更便宜”这一印象。不过，这一印象也许并不一定适用于高端奢侈品，主要矛盾还是它们“不爱打折”。　

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>刚上线不久的天猫奢品折扣频道Luxury Soho或许能让奢侈品在促进消费和维护品牌价值之间找到一个平衡点，这与美国“黑五”类似——新品正价门店不参与，但不妨碍奥特莱斯店的狂欢。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>4月份成立以来，入驻Luxury Soho的品牌并不多，MCM和Coach是首批入驻的品牌。预售数据显示，截至发稿，Coach的官方奥特莱斯店已经卖出近7000件商品，预售金额已破千万。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>每天少喝一杯奶茶就可以用上La mer、 每天花55块钱就能拥有一件加拿大鹅… 从去年开始，双11就为奢侈品提供了花呗免息服务，最高可以免息12期。今年的双11，花呗免息服务扩展到了珠宝腕表这一类的“硬奢”品牌上，腕表品牌江诗丹顿不仅将新品发布从圣诞提至双11，还给出了24期花呗免息的福利。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>今年双11箱包类品牌的销售额第一MCM，其官方微博就连续多天打出“日付2.5元买包”的口号，品牌近年与Billie Eilish、BAPE等icon联名，更是进一步坐稳了潮奢品牌的定位，热卖也在情理之中。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>对不爱打折的奢侈品而言，上直播间是另一个不错的主意。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>一直以来，奢侈品品牌对于直播间这一形式始终存在很多顾虑。主要的两个担忧，一是直播间受众与品牌受众画像不符；二是担忧直播间的亲民属性，会对奢侈品品牌赖以生存的距离感产生冲突。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>这也是为何，疫情以来虽然众多奢侈品涉足直播，但多停留在品牌建设上。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>但也有例外，李佳琦曾在一次直播中迅速卖空了230个Bottega Veneta云朵包；每件价格 1.23万。另一场直播间里，在主播一遍遍重复着“不买也没关系，开开眼界”中，数十款价格上万的爱马仕包袋迅速售罄。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>

<p class="img-desc" style="box-sizing: border-box; margin: -2px auto 15px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 20px; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(153, 153, 153); text-align: center; max-width: 690px; white-space: normal; background-color: rgb(255, 255, 255);”>李佳琦展示Bottega Veneta云朵包

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>两场直播中，品牌没有直接与主播合作（前者是通过天猫奢品，后者则是某保税区商场的货）但这，并不妨碍消费者为此抢破头，两品牌的形象也没有因主播“吆喝”而有所折扣（反观LV在小红书直播间的史诗级翻车）， 我们认为成功的原因有以下3点：

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>1.不以绝对低价为卖点；

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”> 李佳琦直播间中，云朵包以原价出售；爱马仕包袋的价格虽然低于国内专柜，但高于代购价；这至少澄清了一个误区——消费者都是冲着跳楼价来的。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>2.稀缺性再怎么强调也不为过；

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>为了突出BV云朵包的货少，李佳琦曾多次提到产品色号不全、专柜断货；爱马仕直播间中，主播则煞有介事地戴上白手套，准备多个机位，更是反复强调观众需理性消费；如此操作反而激发了消费者的购买欲。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>3.年轻化的营销

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>麦肯锡的报告显示，Z世代消费者对于奢侈品的品牌忠诚度较低，影响Z世代的购买行为中，KOL的推荐占据一席之地。两场直播中，我们很难看到晦涩艰深的官方介绍，取而代之的是直白有力的“买它”“OMG”。品牌和消费者在直播间的地位是“平等”的，甚至主播也时不时“串戏”到消费者视角。年轻化营销，是两场直播成为奢侈品卖货的成功例子的原因之一。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>本次预售环节中，不少奢侈品牌就给出了不错的直播成绩。譬如Coach仅在10月20日-24日间，通过直播卖出7681件商品，价值1200多万；MCM则创下了1529件销量，553万销售额的纪录，也就是说平均客单价高达3000余元。Tony Burch天猫旗舰店预售成绩最好的一款手袋登上了李佳琦的直播间，售出了1000多件。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>一位淘宝营销方面负责人对C站表示，目前看来，奢侈品直播还在探索合适的形式，但未来奢侈品加入直播大军已经是必然。

<h2 style="box-sizing: border-box; margin: 30px 0px 14px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 20px; line-height: 28px; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; color: rgb(66, 133, 244); position: relative; text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>双11改变奢侈品的同时，奢侈品也在改变双11

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>一方面，双11这样的电商促销活动，改变了奢侈品传统的购买渠道和营销方式，当下的疫情则加速促成了两者的连接。回顾过去几年，奢侈品逐步拥抱双11的过程中，也在无形中改变双11在大众心目中的印象——即不再是低价促销的代言词，其背后的线上旗舰店也不再是简单的展示橱窗。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>时间倒回2017年的双11，成立不久的Luxury Pavilion举办了“天猫双11奢品展”， 从11月7日到11月11日，每天一个入驻品牌推出自己的限量款。另一家刚刚上线的电商奢侈品频道京东Toplife还尚未有任何动作。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>彼时，奢侈品品牌对双11这一大促节日的主要诉求还是流量，曝光机会也大多是官方提供。2017年双11落幕之际，不少时尚媒体还在呼吁奢侈品正视双11这一活动。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>短短2年之后，这一境况就得到了巨大改变。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>2019年的双11，近40家奢侈品牌带来了首发、限量、跨界、独家等双11特别单品。截至当年年底，已有超过150个奢侈品牌在天猫开设了旗舰店，而这一数字在2020年9月，已经变成近200家，天猫奢品方面预计，在今年年底，奢侈品入驻数量将达到220家，扩张速度惊人。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>随着奢侈品数量的增多，双11也不再仅仅是品牌抓取流量的钩子，而更像是品牌提供独特体验，与用户进行更多元互动的平台。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>去年双11期间，Luxury Pavilion从首页延续到新品会场，与当日品牌尖货完美结合的烟火设计获得好评无数，高大上的设计契合奢品营销的气质同时，也带来沉浸式的体验。此外，平台还发挥技术优势，和阿里人工智能实验室Ai-lab帮助Valentino把北京三里屯的线下店3D复原到线上，消费者不仅可以在3D店铺各个楼层之间自由行走，还可以边逛边买，和店铺视频互动了解品牌信息与设计理念。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>增强现实、虚拟现实等技术，甚至可以为消费者提供媲美线下的亲身经历，譬如今年7月宝格丽在天猫举办的“恣意时光之旅”，就采用了AR技术，还原了一次意大利本土奢侈品购物体验。

<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: inherit; vertical-align: baseline; font-family: “PingFang SC”, “Lantinghei SC”, “Helvetica Neue”, Helvetica, Arial, “Microsoft YaHei”, 微软雅黑, STHeitiSC-Light, simsun, 宋体, “WenQuanYi Zen Hei”, “WenQuanYi Micro Hei”, sans-serif; -webkit-font-smoothing: antialiased; word-break: break-word; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; white-space: normal; background-color: rgb(255, 255, 255);”>“当销售渠道也成为奢侈品消费体验的一环，那么你也就成功了一半”， 奢侈品为电商平台注入“蓝血”的同时，也在为双11这样的促销节日赋予折扣之外的更多含义。