奢侈品电商正在失去自我

 若不是一则停业公告，或许很多人已很难想起尚品网。<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;”>7月30日，奢侈品电商seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>尚品网在APP首页挂出公告，称将与用户告别一段时间，官网及APP都将暂停营业。停业原因是融资重组不顺、经营受阻，无法再提供服务。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>公开资料显示，尚品网最近一轮融资停留在2016年，于2018年1月卖身赫美集团。赫美以不超过2.5亿元人民币的股权转让款、1.5亿元增资款的总金额，打包买下尚品网实际运营公司90%股权，以及由尚品网CEO赵世成成立的品牌管理咨询和商品销售公司100%股权。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>这家成立逾9年、曾站在风口上的老牌奢侈品电商，后来走入公众视野的方式，都是大规模裁员、拖欠工资和低价卖身。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>而事实上，不只是尚品网，国内的奢侈品电商生存状态都不甚乐观。与尚品网一样成为历史的，还有尊享网、品聚网和佳品网等。

<h3 label="二级标题" style="box-sizing: border-box; margin: 40px 0px 14px; padding: 0px 0px 0px 10px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 18px; line-height: 23px; 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: rgba(0, 0, 0, 0.85); position: relative; text-align: justify;”>巨头入局，奢侈品电商被挤压

<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;”>中国奢侈品电商的另一个缩影是寺库。

<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;”>2018年1月22日，卡地亚母公司历峰集团作价28亿欧元，收购意大利奢侈时尚电商集团Yoox Net-a-Porter（YNAP）剩余的全部股份。交易完成后，YNAP从米兰证券交易所退市。至此，在全球公开的资本市场当中，寺库成为唯一一个奢侈品电商股。

<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;”>但寺库正在越变越小。

<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;”>2017年9月22日，寺库以13美元发行价登陆纳斯达克。上市首日市值约为6.67亿美元，当天股票就以23.08%的跌幅下行，最终报收10美元，随后一个月进入持续阴跌状态。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>2018年8月，寺库曾达到seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>每股15.48美元、约seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>8亿的市值高点；但到今天，股价已腰斩至每股seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>7.5美元，市值仅3.77亿美元。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>上市近两年，寺库越来越脱离独角兽轨道。

<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;”>先天性的原因是，奢侈品行业本就缺乏大流量，垂直则意味着更小的市场。难以解决的矛盾是，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seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>，因而在seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>价格方面无太大优势；若由平台自行采购，又无法完全避免在货物流转过程中出现假货，采购来源也相对不够透明，用户与平台间存在信任干扰。

<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;”>更为棘手的问题是，线上奢侈品的生意，正被无奢侈品基因的电商玩家所蚕食。这些玩家包括天猫、京东，甚至微信。

<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;”>寺库上市前后，中国奢侈品市场迎来阿里巴巴和京东两个新入局者。京东先后入股Farfetch、全资开发了奢侈品服务平台TOPLIFE，阿里巴巴则上线天猫奢侈品频道Luxury Pavilion，开始进行奢侈品线上精准营销。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>寺库首席增长官（CGO）任冠军曾向36氪表示，并不担心电商巨头seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>入局奢侈品领域，大众电商和seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>奢侈品电商是完全不同的打法，seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>品牌从上往下做容易，从大众化品牌拔高成奢侈品非常难。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>但这一天还是来了。中国市场前景广阔，巨头们并不打算浅尝辄止。

<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;”>天猫、京东不断在加固自己的竞争壁垒，邀请品牌方入驻平台。阿里巴巴与历峰集团旗下奢侈品电商YNAP成立合资公司，YNAP旗下品牌入驻天猫Luxury Pavilion；京东则将Toplife业务并入Farfetch，成为Farfetch最大股东，甚至还开出首家奢护线下店，与寺库争夺奢侈品后市场蛋糕。

<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;”>中国高端生活方式研究机构要客研究院在《2019中国奢侈品电商报告》中提及，奢侈品电商App购物体验排行榜榜首为京东，Farfetch、天猫分居第二和第三，寺库仅排在第四名。预计2019年中国奢侈品线上官方直营的市场容量有机会突破500亿人民币，总市场规模将超过2000亿人民币。

<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;”>按照正常逻辑来看，综合电商即便坐拥线上交易的最大流量，其较低的客单价都难以将seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>用户向奢侈品消费方向转化；奢侈品亦讨厌与大众消费品混在一起、降低品牌调性。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>但另一个逻辑是，随着综合电商平台不断推进打假行动、优化供应链，体量更大的京东、天猫能为奢侈品售卖提供一定品牌背书，在加上品牌自营、官方旗舰店等标签，以及刻意与大卖场区隔开的独立频道，都让综合电商比垂直奢侈品电商更具备竞争力。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>至于微信，有数据显示，seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>在进入中国的107个奢侈品牌中，有92%已开通官方服务号、订阅号。LV、Herms、Cartier、Tiffany在微信上以精品限时店的方式发布包袋、首饰等核心商品，以测试市场需求；江诗丹顿价值几十万的中国限定表也选择在微信首发，这些都比奢侈品电商的玩法更有噱头。

<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 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;”>尚品网或许比寺库更早看到了综合电商的威胁。早在2015年，尚品网就在《新闻晨报》投放整版报纸广告，以“就算市场规模是第一，但我价格比你低；就算送货速度是第一，但我价格比你低；就算价格你确实低，但品牌low到没法比”的广告词叫板天猫和京东，宣称要以全网最低价击穿行业底线。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>但在后来的竞争中，尚品网因seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>内部债务拖累、模式缺乏创新、被电商巨头挤压等原因，最终没能逃离被市场淘汰的命运。

<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;”>奢侈品电商已被巨头压得喘不过气。

<h3 label="二级标题" style="box-sizing: border-box; margin: 40px 0px 14px; padding: 0px 0px 0px 10px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 18px; line-height: 23px; 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: rgba(0, 0, 0, 0.85); position: relative; text-align: justify;”>谋出路，必须磨平棱角

<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;”>奢侈品电商开始变得越来越“不奢侈”。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>最直观的感受来自幸存者寺库不懈的下沉计划。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>尽管未将综合电商列入竞争范畴，任冠军也早就意识到，奢侈品线上增速有限，都被收编到互联网巨头的势力范围，流量几乎掌握在BAT手中，二八原则很清晰（最重要的只占约20%，其余80%尽管是多数，却是次要的）。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>寺库CEO李日学向来反感外界将寺库定义为seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>“奢侈品电商”。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>经过多年摸索，寺库陆续形成了seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>寺库生活、寺库名物、寺库艺术、寺库农业、寺库金融等多个业务板块，主打“seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>精品生活服务平台seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>”概念。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>但seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>商品销售始终是寺库的营收支柱。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>这意味着，seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>在投资人眼里，GMV、SKU、物流、支付依然是寺库的重要衡量指标。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>寺库只得在电商业务上扩张边界。社交电商让寺库看到了机遇。2018年6月，寺库上线新业务库店，对标云集、成为又一家进入社交电商领域的平台型企业。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>与主打奢侈品交易的寺库商城不同，库店销售品类以客单价更低的食品生鲜、百货家居、美妆护肤为主，食品生鲜一项占到总销量的1/3。奢侈品代购也成为库店的计划之一，尽管只占整体品类的5%。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>这一业务直接将寺库从高端人群推向大众、变得更接地气。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>寺库主商城也逐步扩展美妆、家居、家电、美酒美食等品类。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>现在的寺库不仅能买到2万元的Gucci包包，同样能买到20元的火锅底料。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>截至2018年12月，库店店主达到10万，平台GMV突破1亿元。要知道，在今年一季度的财报中，寺库的活跃用户才只有30.5万，营收11. 75亿元。

<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;”>库店看起来正在有条不紊地摸索前行，但从“高冷奢侈范儿”转向“社交大众化”seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>究竟会不会seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>侵蚀寺库品牌效应，让高端消费者产生心理偏差，还难以得出确切结论。奢侈品品牌已开始自降身价拥抱电商，但他们在平台上仍然拥有较高掌控权。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>另一个可见的趋势是，二手奢侈品赛道逐渐火热。只二、Plum 红布林、心上都是电商玩家，京东、寺库在该领域也都有所涉足。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>观研天下报告显示，seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>中国二手奢侈品市场规模占奢侈品行业市场规模的2%，发展潜力巨大，2019年的市场规模为151亿元，预计到2024年翻两倍达到457亿元。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>他们在走的，其实是一条“反奢侈”道路。

<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>同为奢侈品电商，二手奢侈品某种程度上与新品高冷、高价的特质背道而驰，他们目标是降低奢侈品姿态，成为更多人消费得起的东西，同时帮助高端人群清理使用低频的奢侈品。一只上万元的Dior手袋，在二手奢侈品平台上花3000元就能拿下。seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>对比之下，诸如seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>Burberry、seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>历峰seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>等seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>奢侈品企业，宁愿烧毁过剩的奢侈品，都不愿降价处理或慈善捐赠。

<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;”>或许，奢侈品电商要在多方冲击下求得生存，只得磨平棱角、降低身段，然后seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>向全seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>品类平台seline; -webkit-font-smoothing: antialiased; word-break: break-word;”>看齐。