66%的人更青睐国货，欧美奢侈品今年“双11”很受伤？

<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;”>美国调研机构艾睿铂（AlixPartner）的最新调查seline; -webkit-font-smoothing: antialiased; word-break: break-word; letter-spacing: 0px;”>结果显示，66%的受访者称今年双十一将优先选择国产品牌，57%的受访者称计划减少对美国品牌的支出，39%受访者计划缩减对欧洲品牌的支出。

<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;”>考虑到奢侈品牌尤其是美国企业对中国市场的依赖，中国消费者“转向国货”不失为又一打击。

<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;”>艾睿铂消费品业务负责人David Garfield称，美国品牌曾因高性价比而较受欢迎，但是近年来，随着中国国货品牌的崛起，这一优势不再明显。

<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;”>疫情袭来，由于中国出境游人数骤降，今年奢侈品和高端化妆品消费回流趋势明显，旅游购物对欧美奢侈品行业的贡献大幅下降。

<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;”>从梅西百货到蒂芙尼，收入锐减已成常态。

<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;”>为了争夺双十一的流量，不少奢侈品也开始“纡尊降贵”，包括Ralph Lauren、Michael Kors在内，seline; -webkit-font-smoothing: antialiased; word-break: break-word; letter-spacing: 0px;”>大量欧美奢侈品牌表示将参加双十一活动。而就在几年前，这些品牌还在为是否要开通电商渠道而纠结。

<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;”>这背后，是今年奢侈品市场的此消彼长。波士顿咨询公司9月发布的预测报告显示，2020年，疫情冲击下，欧美奢侈品需求预计将整体萎缩45%，而来自中国市场的需求增长却仍将达到30%。