每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？

 从2012年开始，全球奢侈品市场的增长，有一半以上是中国消费者贡献的。一直到2018年，中国人购买奢侈品的消费额达到7700亿人民币，成为全世界最大的奢侈品购买国。<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;”>但是很遗憾，被市场公认的国际顶级奢侈品大牌，没有一个是中国的。就连日本都有三宅一生和川久保玲，为什么中国做不出自己的奢侈品大牌？这几乎成了一个迷，今天咱们就试着解开这个迷。

<h2 style="margin: 30px 0px 14px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 20px; line-height: 28px; 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; position: relative; color: rgb(66, 133, 244); text-align: justify;”>为什么中国没有自己的奢侈品大牌？

<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;”>第一批奢侈品大牌，诞生于19到20世纪的欧洲。

<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;”>1854年，路易威登在巴黎开设了第一个店铺；1910年，香奈儿在法国巴黎诞生；1921年，古驰成立于佛罗伦萨。爱马仕也在1920年完成产品线的拓展，从马具改为手袋、丝巾等产品。

<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;”><img alt="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514093633239.jpg" data-img-size-val="549,250" 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 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;”>奢侈品大牌在这个时期集中出现，并非偶然。经历了第二次工业革命，20世纪初的欧洲，对于物质享受的追求达到了一个新的高度。

<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;”>上流社会的贵妇们，开始重视对自己的装饰。香奈儿设计的帽子和时装、迪奥的香水、爱马仕的丝巾，全都受到了消费者的青睐。

<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;”>贵妇们聚在一起讨论的话题，始终围绕着你喷了谁家的香水、定制了谁家的帽子。在一定程度上，奢侈品成了上流社会的入场券。也就是说，爱马仕的包包不是用来装东西的，而是身份和地位的象征。

<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="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514173636265.jpg" data-img-size-val="720,335" 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 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;”>虽然经历了二战，但是欧洲的社会体系并没有发生改变。上流社会依然是上流社会，奢侈品依然是社会地位的象征。

<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;”>但是这种情况，很难出现在中国，主要有两方面原因。

<h3 style="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; box-sizing: border-box; position: relative; color: rgb(38, 38, 38); text-align: justify;”>一、东西方文化差异

<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;”>早期的奢侈品，基本上都是手工匠人为上流社会服务，贵族阶层一般不从事商品生产。但是中国则有所不同。

<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;”>因为丰富的农耕资源，中国绝大部分的历史时期，都是“重农抑商”的政策。在这样的商业环境下，手工业的发展被极大的限制。

<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="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514173647399.png" data-img-size-val="310,198" 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 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;”>在欧洲，为贵族服务的匠人，还可以自己从事商业经营。而且为贵族服务，还能提升自己的品牌形象。比如戴安娜王妃定制了华裔设计大师Jimmy Choo的高跟鞋，也让Jimmy Choo在贵族圈内，受到了追捧。

<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;”>但是在古代中国，为帝王服务的匠人是不允许从事商业经营的。甚至一些不受宠的妃子，还要自己制作刺绣等女工。所以在这种文化背景下，并没有工艺品牌的生存土壤。

<h3 style="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; box-sizing: border-box; position: relative; color: rgb(38, 38, 38); text-align: justify;”>二、历史发展的必然选择

<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;”>从奢侈品发展的历程上，我们或许会找到另外一个原因。

<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;”>在1837年到1945年期间，欧洲是奢侈品诞生的主要地区，仅意大利就诞生了7个奢侈品大牌，而美国只有一个。但是在1945年之后，美国诞生了14个奢侈品品牌。

<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;”>两次世界大战，美国本土都没有受到打击。这让美国在二战之后，成为了这个星球上经济最发达的国家。

<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;”>经济的发展，是消费市场增长的基础。有钱了，就开始追求物质和精神上的享受，特别是贫富差距形成的社会分层。富人阶层的诞生，为奢侈品的发展提供了必要的土壤。

<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;”>但是在同一个历史时期，中国正经历着解放战争、抗美援朝和计划经济。

<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;”>在相当长的时间里，中国没有贵族、没有富人阶层。近代历史上的中国，经历了长期的社会动荡，经济发展严重滞后。在这种时代背景下，自然没有奢侈品的生存土壤。

<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;”>改革开放之后，中国也是经历了很长时间的发展，才具有了较高的消费水平。

<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;”>当经济发展到一定水平之后，才有了对奢侈品的需求。但是已经错失了奢侈品诞生的前两个重要阶段，所以只能成为奢侈品最大的消费国，每年有数千亿都被当今世界的三大奢侈品集团赚走了。

<h2 style="margin: 30px 0px 14px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 20px; line-height: 28px; 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; position: relative; color: rgb(66, 133, 244); text-align: justify;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>中国能否做出自己的奢侈品大牌？

<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;”>如果从经济环境的角度考虑，中国已经具备了诞生奢侈品品牌的基础。所以现在可以讨论的一个问题是，中国自己的奢侈品大牌，还需要多久？十年还是二十年？或者更长时间？

<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;”>没有人能给出准确答案，但是中国有一批人，在为此努力。

<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;”>2009年，在法国爱马仕集团的支持下，中国著名设计师蒋琼耳成立了自己的品牌「上下」，她自己出任了首席执行官兼艺术总监。

<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="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514173647630.jpg" data-img-size-val="600,337" 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 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;”>「上下」的产品线，涉及了皮具、家具、服饰、首饰。蒋琼耳在产品的设计中，融入了很多中国传统的文化元素，这种设计在业内吸引了很多人的注意力。

<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;”>大英博物馆、法国吉美博物馆、法国装饰艺术博物馆，英国 V&A 博物馆等多个世界级博物馆，都收藏了「上下」的一些原创作品。

<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;”><img alt="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514173651834.jpg" data-img-size-val="678,452" 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 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;”>但是这个已经成立了十年的中国品牌，却一直很低调，很少出现在大众消费者的视线中，你几乎看不到「上下」的广告。

<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;”>这就涉及到另外一个问题，奢侈品的品牌管理。

<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;”>对于奢侈品来说，最重要的不是产品，而是品牌的附加价值。如果你的经济能力可以支撑奢侈品消费，那么做工同样精良的两个包包，你可能宁愿花更多的钱买爱马仕，而不会选择「上下」。

<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;”>这是因为「上下」在大众消费者眼中的认知度不够，没办法提供社交价值。但是如果你背的是一款爱马仕的包，给别人的感觉马上就不一样了。

<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;”>当然，有些消费者购买奢侈品，只是单纯的想要提升自己的生活品质。这类购买群体，会更多的了解品牌背后的文化内涵。也会更重视产品本身的做工是否精良，选材是否优质等问题。

<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="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514173651533.jpg" data-img-size-val="678,452" 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 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;”>「上下」这个品牌，几乎把所有精力，都放在了产品上，所以能够在少部分高端的奢侈品消费者中流传。但因为营销上的不足，并没有能够进入大众视野。

<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;”>蒋琼耳曾经说过，「上下」和其他大牌相比，还是一个小品牌，并没有足够的实力，支撑起品牌管理。

<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;”>奢侈品的品牌管理与一般的品牌营销很有大区别，核心的关键点是品牌形象与品牌价值的管理。

<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;”>以「爱马仕」为例，它是怎么维护品牌形象的呢？

<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;”>首先从产品的角度，爱马仕集团每年都会花钱支持设计师到世界各地区旅行，目的是为了设计师能够有更好的设计创意。

<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;”>针对高端定制的产品，「爱马仕」始终坚持工匠的纯手工制作，以此来保障产品的质量。

<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="每年花几千亿买奢侈品的中国人，为什么做不出自己的大牌？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514173652963.jpg" data-img-size-val="550,413" 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;”>来源人民网

<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;”>如果有过季滞销的产品，有些二线的品牌可能会选择打折出售。但是「爱马仕」不会，因为打折对于维护品牌的高端形象是不利的。

<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;”>针对这些产品，首先以很低的折扣出售给内部员工，但是每人只可以购买一件，并且不允许拿到二手市场上高价卖出。如果还有剩余，则会集中销毁。

<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;”>仅仅是产品，就已经需要大量的资金支持，另外还有营销宣传层面。

<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;”>品牌的价值，需要消费者的认同。如果一个品牌，是被女王、王妃、国际大牌明星所认可的。那么在消费者的眼中，就会有很高的认同。

<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;”>所以奢侈品大牌，经常会举办各种派对，邀请自己主要的客户群体。在这些派对上，展示自己的产品。同时还会邀请国际大牌明星在出席活动时，穿上自己的衣服或者佩戴自己的饰品、包包等。而这些，都需要大量的资金支持。

<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;”>另外更重要的一点，奢侈品的品牌文化，需要时间的沉淀。时间越久，给消费者的感觉越厚重。

<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;”>中国人对于奢侈品的消费，也不过只有十几年的历史。而对于一个奢侈品品牌来说，还需要时间成长。但是如果有人愿意为中国奢侈品的品牌营销投入资金与精力，那么未来中国在奢侈品的领域引领世界，或许也只是时间的问题。