奢侈品牌时隔四个月再提价，行业复苏遥遥无期

 据北京商报报道，继5月涨价风潮后，部分奢侈品牌或将于9月再度提价。从社交媒体和部分海外代购渠道获悉，9月1日起，香奈儿、LV、卡地亚、蒂芙尼等头部奢侈品牌都将进行新一轮价格调整。<p style="box-sizing: border-box; margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; 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; text-indent: 0px;”>此前，包括香奈儿、LV在内的奢侈品牌已于今年进行过一轮或多轮涨价。比如，LV已于今年3月至5月进行过两轮价格调整，而以往LV的调价频率通常是一年调价一至两次。

<p style="box-sizing: border-box; margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; 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; text-indent: 0px;”>新一轮涨价背后，是奢侈品市场规模的缩减。贝恩咨询数据显示，今年前3个月，全球高端手袋、服装和化妆品销售额下降了25%。同时，贝恩预计，奢侈品市场2020全年营收将下降20%至35%，最迟到2023年，才能恢复到2019年的水平，也就是2810亿欧元的总营收。

<p style="box-sizing: border-box; margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; 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; text-indent: 0px;”>受整体行业影响，多数奢侈品品牌在一季度出现了营收同比下滑。36氪在此前的报道中对此进行了统计：

<p style="box-sizing: border-box; margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; 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; text-indent: 0px;”>

<p class="img-desc" classname="img-desc" label="图片描述" 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; 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; text-indent: 0px;”>图片来源：公开数据；36氪制图

<p style="box-sizing: border-box; margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; 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; text-indent: 0px;”>此次涨价对奢侈品电商平台难言利好。一方面，奢侈品行业本就缺乏大流量，奢侈品入驻电商平台均为品牌方自营，由品牌方全权决定旗舰店的设计布局、平台难有议价权，因而在扩大利润方面无太大优势。

<p style="box-sizing: border-box; margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; 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; text-indent: 0px;”>另一方面，尽管奢侈品部分用户对价格不甚敏感，但奢侈品涨价也可能会失去一部分固有用户，这对奢侈品电商平台来说可能并不是好事。