疫情中的二手奢侈品交易猛增，这家公司实现了400%的复合增长

 2020年以来，新冠病毒肺炎对大部分行业施以重击，二手奢侈品行业却似乎是个例外。<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>奢侈品产业数字服务平台“包大师”创始人兼CEO纳兰正秀近日在接受界面时尚采访时表示，今年以来包大师二手奢侈品业务的复合增长达到了约400%。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>疫情之后，许多人奢侈品消费观念发生了改变，出售闲置奢侈品和购入二手奢侈品的交易行为都在增加，并且人们更倾向于在线上进行交易。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>目前，二手奢侈品业务是包大师增速最快且营收贡献最大的板块。不过，许多消费者认识包大师其实是从奢侈品养护服务开始。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>包大师上线于2016年1月，从奢侈品养护服务起家，如今服务范围涵盖奢侈品B端服务，奢侈品交易、养护、鉴定等方面。目前，包大师平台的用户数量已超过300万，月均订单量接近5万，月GMV超1.5亿元人民币。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>事实上，无论是全新奢侈品交易、二手奢侈品交易、奢侈品养护还是奢侈品鉴定，包大师的每一个业务在市场上都有同类型竞品，不过包大师是少数集合了多个环节的平台。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>纳兰正秀表示，包大师是由奢侈品养护服务积累了足够多的种子用户之后，才进入了二手交易领域，并从2019年底布局全新奢侈品交易业务。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>市面上各家奢侈品养护及交易平台都有不同的经营模式。包大师的模式是，没有养着一批专门修护奢侈品的手工匠人，也没有用自己的资金从消费者手中回收奢侈品并出售赚差价，而是做成一个主要面向B端的产业信息服务平台，并收取佣金和服务费。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>以奢侈品养护业务为例，纳兰正秀对界面时尚表示，包大师目前共有300多家合作养护工坊，其中优质头部工坊有100多家。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>消费者在包大师平台购买了奢侈品养护方案后，包大师会依据自己开发的算法将订单派给不同的工坊，消费者会将物品直接寄送到对应工坊，产品养护完成后经过质检再送到消费者手中。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>“我们自己不养工坊、不养专门的修护人员，是因为这个行业不缺专门的修护师傅，只是消费者找不到他们。而这些工坊也找不到消费者，他们缺少订单。”纳兰正秀认为，现在奢侈品养护行业缺少的是有效链接，包大师做的则是对奢侈品养护业务进行平台化运营及管理，提升传统修护匠人和消费者之间的沟通效率。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>虽然把奢侈品养护的具体环节分散到全国范围内的几百家工坊更加灵活，但这也会带来一个问题，那就是不同的工坊有不同的养护标准，平台很难把奢侈品养护的品质保证在一条水平线上。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>对此，包大师给出的解决方法是对养护工坊进行标签化分类，把性价比更高、距离更近的工坊派发给对价格敏感的消费者，把养护时长较长、价格更贵但属于奢侈品牌官方售后的工坊派给对品质要求高的消费者。包大师会给产生客诉的工坊进行一段时间内不派单等处理，促使工坊提高服务质量。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>不过目前，奢侈品修护已经退居为包大师的辅助业务。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>通过奢侈品修护业务完成对用户的早期积累，包大师现在的重心放在二手奢侈品交易。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>包大师的二手奢侈品交易模式和英国奢侈品电商Farfetch类似。Farfetch成立于2008年，凭借“Capital-light“（轻资产）的商业模式迅速发展。简单来说，轻资产的模式就是与买手店合作并收取每笔交易的佣金，因无需自由库存而降低了资金压力和风险。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>包大师也没有用自己的资金向消费者收货。当消费者在包大师转售二手奢侈品时，会有几百个需要货源的商家在线报价，包大师会根据算法将消费者对接给合适的商家，让商家打款到平台，包大师则会督促交易的完成。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>在二手奢侈品行业，“货从哪里来”是一个大问题，有些店家靠老客户供给，有时同行之间还会分享货源。纳兰正秀认为，这一套流程能够解决商家找货的难处，提高货品流通效率，同时也能省去消费者转售奢侈品时讨价还价的环节，有利于消费者以更合理的价格成交。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>尽管二手奢侈品业务是为包大师带来最大营收的业务，但纳兰正秀认为奢侈品新品B端交易未来将为公司带来更多增长。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>包大师的奢侈品新品不单出售给C端消费者，更多是为B端商家供货。上游是品牌方和源头渠道供应商，下游则把货供给大型商场、奥莱店、天猫或京东的合作贸易商等等。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>2019年9月，包大师与上海外高桥集团达成合作，宣布共同建设大宗奢侈品跨境服务平台“同框”，从数据、鉴定、通关服务等环节服务海外商家和国内的经销商，包大师提供流量、产品、内容、运营等方面的支持。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>上海外高桥自由贸易区是中国最大的奢侈品进口贸易中心之一，和几大奢侈品集团有数十年的合作基础，这是包大师的货源资源。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>但包大师不想做传统意义上的奢侈品电商。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>奢侈品新品和二手奢侈品都是供应链驱动的产业，有一手货源的奢侈品电商不愁卖。但由于奢侈品供应链被品牌方牢牢抓在手里，几乎所有奢侈品电商都只能用大量资金“砸”货，有时品牌还会要求平台配货，卖一批尖货时还会搭一些不好卖的商品，最后形成库存积压，十分危险。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>此外，奢侈品电商往往夹在消费者和品牌方之间，如果为了利润提高商品价格，会让消费者不满意，但如果降价出售，又会让强势的奢侈品牌不满意。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>包大师希望只服务B端，押注国内电商、百货、奥莱乃止免税店未来对奢侈品货源的需求。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>如今，中国已经进入奢侈品消费加速回流时期。大量中国消费者因为无法出境，选择在国内买奢侈品，而中国也的确是全球奢侈品行业唯一的亮点。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>波士顿咨询集团在最新发布的《时尚与奢侈品行业：疫情后中国市场展望》中指出，全球时尚产业2020年的跌幅在29%-37%之间，而中国不仅有可能追平年初的损失，更有可能最高逆势增长10%。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>从上海到三亚，奢侈品门店现在总是挤满了购物欲高涨的消费者。

<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: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>2020年下半年，包大师的计划是布局海南，和有免税牌照的公司合作。纳兰正秀表示，到时候对方有空间、有免税牌照，包大师有供应链、奢侈品服务运营能力和人员培训体系，双方可以实现互补。