奢侈品实体遇“黑天鹅” 二手奢侈品逆市爆发？

 二手奢侈品点击暴增<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-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;”>日本的二手奢侈品交易行业是发展较早，体系成熟，市场规模较大的。其原因就是20世纪七八十年代，日本经济处于腾飞阶段时日本女性对于奢侈品的需求十分旺盛，很多奢侈品限量款都只供日本。随着日本经济萧条，许多女性为了贴补家用便把曾经高价购买的奢侈品拿出来变卖。因此，二手奢侈品交易行业就在日本迅速发展起来。

<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-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;”>根据2019年麦肯锡发布的中国奢侈品报告，在2012年至2018年期间，全球奢侈品市场超过一半的增幅来自于中国，这个数字预计在2025年达到65%。但与日本和美国成熟的二手奢侈品交易行业相比，中国的二手奢侈品交易行业仍然处于萌芽阶段，只有2%-3%的渗透率。

<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-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;”>

<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-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;”>新冠疫情下，中国二手奢侈品行业迎来机遇，或同遭困境？二手奢侈品用户在折损变现还是逆势购入？

<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-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;”>TOP HER 采访14家二手奢侈品平台后，了解到，由于疫情导致的经济压力和风险管理意识增强，以及循环可持续理念的深入，很多国内奢侈品消费者开始将手中的奢侈品卖出变现。

<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-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;”>韬仕二手奢侈交易护理平台在春节期间的成交量减少了70-75%；其他两家以表为主体的二手奢侈品平台的成交量也不足往年的50%。3月下旬开始，数据正在趋向好转。

<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-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;”>

<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-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;”>二手时尚品交易平台红布林PLUM增长迅猛，甚至在情人节期间迎来小幅爆量型增长。卖家对于变现速度的要求高过了收益要求，这使平台拥有了更多极具价格优势的闲置精品，疫情成为了企业成长的利好因素。

<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-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;”>

<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-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;”>奢侈品养护平台包大师在疫情一个月内的C端销售额逆势增长1500万，涨幅高达30%。

<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-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;”>闲置变现的需求也沉淀了大量的高性价比二手奢侈品，如何快速流转？

<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-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;”>根据贝恩的一项报告显示，中国闲置奢侈品存量高达8万亿元，并以每年大约20%的速度增长。包大师的创始人兼CEO纳兰正秀预计近三年的中国奢侈品存量达到2.5万亿，一二线城市的二手奢侈品商家的收获与资金能力都不可小觑。

<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-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;”>二手奢侈品全产业服务平台奢社通过闲鱼店、抖音直播，以及微信私域流量，为顾客提供邮寄维保、置换买卖、免费鉴定等服务，业绩同比逆势增长了15%以上，极大程度上提升了顾客的粘性和信任度。

<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-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;”>

<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-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;”>虽然许多品牌很早就打通线上直播渠道，但疫情让它们释放了更大的潜力，二手奢侈品交易行业预计将在今年下半年迎来爆发。

<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-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;”>2月28日， 二手奢侈品直播电商渠道品牌妃鱼宣布完成数千万美元的A轮融资，本轮融资由经纬中国和五岳资本共同领投，老股东君联资本和晨晖创投跟投。现在，妃鱼已经在全国近十个城市建立了几十个直播间，旗下自营主播近六十位。

<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-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;”>

<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-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;”>妃鱼的特点是买家卖家没有明确的身份界限，购买商品的粉丝也可以在平台二次售卖，开放的买卖交易很大程度上增加了个人用户的粘性，为平台不断引流。

<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-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;”>另一方面，疫情也使消费者的经济压力凸显，消费态度更加谨慎，人们忧患意识的提高是对二手奢侈品的买方和卖方注射的一针强心剂。二手奢侈品交易平台的寄卖订单从二月份开始便呈现较大涨幅，这也许是二手奢侈品行业强势爆发的讯号。

<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-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;”>奢侈品拥抱直播渠道

<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-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;”>新冠疫情爆发后，奢侈品实体店已经沉寂了2个月之久，欧洲奢侈品公司市值急降500亿美元。

<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-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;”>据瑞银集团（UBS）分析，第二季度中国消费将下降20%，对中国市场依存度更高的品牌企业，遭受的损伤也会更大。与得益于变现需求增加的二手奢侈品行业相比，传统奢侈品牌面临更加严峻的挑战。

<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-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;”>疫情成为了直播电商的加速器，对于线下受重创的企业，电商直播成为了他们“自救”的方式之一。

<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-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;”>拥有Marni、Maison Margiela和Diesel等知名品牌的意大利OTB集团已经打通在中国的电商直播渠道，与天猫展开电商业务的合作。

<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-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;”>

<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-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;”>OTB大中华区和亚太首席执行官Giovanni Pungetti表示：“对我们来说，这是一种前所未有的营销方式。我们如今所学到的一切，试图找到发展业务的新途径，都将对未来非常有帮助。当一切恢复正常时，这将成为我们增长和发展的新武器。”

<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-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;”>寺库（Secoo）作为全球最大的奢侈品购物服务平台,涉及了奢侈品网上销售、奢侈品实体休闲会所、奢侈品鉴定与养护服务等主营业务，近年来由二手奢侈品销售转向与Prada、Salvatore Ferragamo、Versace、Lanvin、Valentino等品牌合作。2月初，寺库宣布将深入与全国高端商场、品牌旗舰店、买手店、免税店等线下商家的合作，与寺库合作的商家可以通过寺库电商销售平台和小程序在线带货，并取得技术、流量和运营等资源的支持。例如，寺库开通的“北京同城极速达”物流服务可以为顾客提供奢侈品2小时配送，解决了物流困难。

<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-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;”>

<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-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;”>寺库董事长兼首席执行官李日学表示，虽然目前直播电商是线下旗舰店的补充，但在未来这种趋势将得到扭转，实体店将成为电商直播的补充体验，预计到2025年电商销售将占奢侈品销售总额的30%。

<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-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;”>3月26日，著名奢侈品牌LV空降小红书直播间，由时尚博主程晓玥和明星钟楚曦共同担任主播带货。然而，种草安利的直播间却变成大型翻车现场，简陋的背景和灰暗的灯光让LV高端大气的滤镜碎了一地，更被网友吐槽：“布景low到爆”、 “吓到退款”、“以为是特价市场清仓甩卖”。可见，直播有风险，入驻需谨慎，盲目入乡随俗接地气并不可取。

<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-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;”>

<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-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;”>疫情迫使奢侈品牌加速线上线下融合，曾经专注线下服务的企业开始积极拓展线上渠道。另一方面，全国2.5亿90后、00后的年轻一代消费者消费观念的变迁，培养用户的品牌偏好及消费习惯，也将是一场漫长的持久战。