小米有品特卖奢侈品靠谱吗？

 小米旗下电商网站小米有品上线名品折扣业务，以低折扣吸引消费者抢购。BoF对比以品牌折扣起家的唯品会和魅力惠后，发现小米有品想通过品牌特卖突围，没有想象中那样简单。<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>中国上海——4月1日零点，小米旗下电商平台小米有品正式上线“名品折扣”频道。作为有品米粉节服装运动分会场下的一个新品类，名品折扣囊括了Gucci、Prada、Versace、Hugo Boss、Bally等奢侈品牌，以及Coach、Michael Kors、Longchamp、Kenzo等轻奢品牌。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>上线当日，BoF登陆小米有品App，发现“名品折扣”里的产品标价大都是原价的5至8折，几百到10000元不等，少数奥莱款有2折的可能。而且，大牌商品中大多数为过季款式，部分商品标明是奥莱款。目前，小米有品的男性消费客群占了6、7成，大多数为男性极客、工程师等关注技术的用户。所以，“名品折扣”里也有许多男性商品，占5成左右，品类比女性多，除了服饰、鞋履、箱包外，还有腕表品牌。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”><img alt="小米有品特卖奢侈品靠谱吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514092712240.jpg" data-img-size-val="720,540" style="margin: 30px auto; padding: 0px; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size: inherit; line-height: inherit; vertical-align: baseline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; max-width: 690px; display: block; border-radius: 5px;” />

<p class="img-desc" style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(153, 153, 153); text-align: center; max-width: 690px; text-indent: 0px;”>●小米有品“名品折扣”入口 | 图片来源：BoF China

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>据悉，名品折扣频道从规划到上线仅有3个月，团队成员也是重新组建，除了原先从事箱包鞋服运营员工之外，还招聘了有品牌特卖经验且有资源渠道的新员工。“名品折扣”频道负责人施磊曾在采访中表示，小米有品想通过这些国际知名的奢侈品和轻奢品牌吸引25-35岁女性客户，以此拓宽平台消费人群。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>虽然，小米有品旗下的“名品折扣”主打“大牌奢牌，精选品牌，精选商品，精选价格，精选调性，但如果小米有品仅是靠特卖奢侈品突围，恐怕略有难度。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>一涉及奢侈品特卖的相关话题，大家往往会对产品的货源以及产品真实性存疑。从品牌店铺商家信息了解到，“小米有品”的主要货源来自北京良物珍品电子商务股份有限公司，以及厦门爱思网络科技有限公司。前者是珍品网所属公司，后者与名鞋库相关联。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>珍品网成立于2011年，主营奢侈品特卖，于2016年在新三板挂牌上市。珍品网除了现有App外，在淘宝上开了品牌旗舰店，销售的产品与小米有品“名品折扣”里的重叠性很高。名鞋库成立于2008年，主营运动休闲类鞋履，和Adidas、New Balance、Puma、Kappa等品牌建立长期合作关系。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>两个供货渠道创立均有10年之久，从部分消费者售后评价看，产品确实是正品，但质量无法得到百分百的保证。有消费者在网络平台抱怨Coach包背了几天，就出现五金件褪色的情况。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>为了突显品牌，“名品折扣”里的每个品牌都有一个品牌店铺，让消费者误以为是品牌官方入驻小米有品，其供货渠道是品牌方，其实不然，这样的举措有一定的迷惑性。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>那么，对于小米有品售卖折价奢侈品的行为，品牌方又是什么反应呢？

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>BoF试图联系几个在小米有品上销售的奢侈品牌，发现部分奢侈品牌公关负责人并不知晓该品牌在小米有品上售卖，并表示这并非官方授权，不方便回复。不难看出，这更像是经销商的自发行为，考虑到当前疫情的销售困境，经销商寻找新的突围渠道也很好理解。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>“名品折扣”频道负责人施磊曾在采访中说其选品有三条标准：“首先是不会过时的大牌基础款经典款；其次是新品期过了波峰还有较好业绩表现的商品；最后会争取折扣力度比较低的尖货。”

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>从施磊所说的选品标准看，小米有品希望从选品上与其他奢侈品特卖平台形成一定的差异，突显小米的价格优势。事实上，该频道上架的产品款式普遍比较“保守”，产品描述里也没有说明是几几年的款式，部分还是奥特莱斯渠道的旧款产品，并不足以吸引25-35岁的女性消费者。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”><img alt="小米有品特卖奢侈品靠谱吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514172712138.jpg" data-img-size-val="720,540" style="margin: 30px auto; padding: 0px; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size: inherit; line-height: inherit; vertical-align: baseline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; max-width: 690px; display: block; border-radius: 5px;” />

<p class="img-desc" style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(153, 153, 153); text-align: center; max-width: 690px; text-indent: 0px;”>●”名品折扣”店铺页 | 图片来源：BoF China

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>团队或许应该拓宽进货渠道，增添品牌和款式，在选品上多花点功夫。据了解，未来该频道将从鞋服箱包拓展到美妆个护和家居日用等以女性为主的品类。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>不过，品牌特卖确实是一笔好生意。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>艾媒咨询(iiMedia Research)数据预测，目前经济下行及消费者回归理性消费的环境下，具有抗周期特性的特卖经济展现旺盛生命力，2020年市场规模增至15860.15亿元。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>唯品会2019年财报显示，2019年全面总净营收为人民币930亿元，同比增长10%，净利润为40亿元，同比增长88.7%。截至2019年底，唯品会实现连续29个季度盈利。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>按主营业务分，中国在线特卖平台主要为平台类和频道类，唯品会、魅力惠为综合特卖平台，用户规模较大，且业务广泛。唯品会主打轻奢品，魅力惠偏向销售过季的或是二手的高端奢侈品。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>“名品折扣”的定位处于唯品会和魅力惠之间，但因为它是频道类特卖平台，入口流量需要小米有品的支持，用户基础比较薄弱，想要运营出一定规模，仍需要足够的耐心。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>目前，小米有品注册用户数已经达到一亿，月活跃用户为4000万。在2019年第二季度财报中，小米曾表示，2019年上半年，有品电商平台商品交易总额（GMV）达到38亿元，同比增长113.9%。小米特别提到，2019年6月，有品超过65%的GMV来自非小米手机用户。

<p style="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; box-sizing: border-box; word-wrap: break-word; color: rgb(38, 38, 38); text-align: justify; text-indent: 0px;”>施磊表示，未来“名品折扣”有可能与现有的“特卖”频道整合运营。