<img alt="奢侈品这块“硬骨头”，腾讯能啃得下来吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514095733402.jpg" style="margin: 30px auto; 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; max-width: 690px; display: block; border-radius: 5px; color: rgb(38, 38, 38); text-align: justify;” /><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;”><em style="margin: 0px; padding: 0px; border: 0px; 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;”>奢侈品大佬们的线上化探索，愈演愈烈了。
<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;”>这不，刚刚过去的圣诞节，在微信联合12大品牌的“圣诞营销”活动中，就有Fendi的“出镜”。（对此，我们有详细的介绍，请seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>点击阅读）
<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;”>介绍玩法，在微信搜一搜中搜索品牌名称，即可向品牌方许愿抽奖，有机会获得品牌方送出的圣诞礼物。另外，点击进入Fendi小程序后，用户可直接下单购买Fendi商品。
<img alt="奢侈品这块“硬骨头”，腾讯能啃得下来吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514175736523.jpg" style="margin: 30px auto; 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; max-width: 690px; display: block; border-radius: 5px; color: rgb(38, 38, 38); text-align: justify;” /><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;”>无独有偶，两月内，还有两大奢侈品品牌牵手腾讯：
seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>今年11月，Burberry携手腾讯，欲在中国发展社交零售，并将打造首个奢侈品智慧零售门店，计划于明年三月落户深圳；
seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>12月初，Gucci宣布与腾讯达成战略合作，两者将制定数字战略框架，共同引领物联网、人工智能、数据科学、智能零售、内容生成与数字思维等领域的创新发展。
<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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>越来越多的信号表明，注重线下体验和仪式感的奢侈品，数字化之路已经正式起航，而腾讯则成为不少奢侈品大佬的首选合作伙伴。
<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;”>但正是由于奢侈品对仪式感的重视，其数字化仍以门店为中心。麦肯锡的一项调查显示，对于奢侈品买家来说，线下商店体验仍是最常被提及的。
<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;”>事实上，自去年腾讯布局产业互联网以来，作为“排头兵”的腾讯智慧零售便提供了一整套解决方案帮助传统门店数字化，即“七大工具箱”——微信公众号平台、微信支付、小程序、腾讯社交广告、腾讯云、企业微信和泛娱乐IP。并且，其在步步高、海澜之家、万达商业、永辉等企业身上都有了成功实践。
<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，奢侈品和互联网似乎有着天生的“鸿沟”，“七大工具箱”适合奢侈品品牌吗？与腾讯联手后，奢侈品又会怎么玩？已成为业界最感兴趣的话题之一。
<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;”>01.seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>奢侈品数字化seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>工具有哪些？
<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;”>奢侈品品牌数字化之路刚刚起航，Burberry与腾讯合作的智慧门店也要明年才能落地。
<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;”>具体会是怎样的形态？目前尚未可知。但是，腾讯此前已经和不少时尚行业内的品牌有过合作，所以，不妨以过去的这些合作作为蓝本，来猜测一下。
<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;”>去年4月，微信支付、腾讯优图、天天p图就与美妆品牌悦诗风吟打造了第一家美妆业的智慧门店，该店与其他门店的最大差别，就在于它拥有一面“魔镜”，且有三个强大的能力：
seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>AR虚拟试色。在门店中，通过腾讯优图和天天p图共同打造的一面“魔镜”，用户只需要拍照虚拟试色，无需将很多颜色的口红试在嘴唇上，还可以生成照片，私聊或发群让朋友帮忙参谋；
<img alt="奢侈品这块“硬骨头”，腾讯能啃得下来吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514175737333.jpg" style="margin: 30px auto; 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; max-width: 690px; display: block; border-radius: 5px; color: rgb(38, 38, 38); text-align: justify;” />seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>人脸识别检测用户肤质。如果用户不知道自己是什么肤质适合什么样的颜色，可以在魔镜前测试肤质，系统会根据用户现阶段的肤质，针对性的推荐护肤品和彩妆，并进行“周边推荐”，比如用户点选了一款唇膏，魔镜就会显示相关“卸妆油、唇线笔”等产品；
seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>上传自拍照绑定人脸支付。悦诗风吟智慧门店采用扫描小程序二维码，请用户上传自拍照，直接生成、绑定会员信息，最后实现人脸支付。
<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;”>整个过程中，“魔镜”将原本至少十几分钟的试妆流程，压缩到5分钟内，而这种新鲜的购物体验也更大程度的刺激了消费者尝试及购买。
<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;”>除了与化妆品品牌的合作，腾讯还和服装领域的海澜之家进行智慧零售项目落地。
<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;”>针对于服装行业的特点，腾讯重点使出AR技能，比如在识别用户身体后，就可以实现AR换装等场景。
<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;”>显然，seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>腾讯起到了一个“工具”性的作用，品牌通过腾讯提供的小程序、微信支付、大数据等工具，实现线下门店服务的数字化，减低成本、提升效率。
<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;”>事实上，seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>腾讯智慧零售解决方案中的“七大工具箱”，包括微信公众号平台、微信支付、小程序、腾讯社交广告、腾讯云、企业微信和泛娱乐IP等七项内容，都可以帮助门店实现数字化。
<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;”>仅以企业微信来举例。企业微信与微信实现互通后，导购便可通过企业微信与消费者的微信直接联系，让每个消费者真的感受到独一无二的会员服务。
<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;”>在女装市场“征战”多年的影儿时尚集团，便是基于企业微信，打破了时间与距离的束缚，建立了一套以导购为中心的人对人的服务，导购可通过企业微信与顾客添加好友，提供一对一VIP专属服务；此外，还可以给顾客微信发送图文、小程序、H5、卡券等，实现多维度多形式的营销。
<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;”>由此可以看出，在腾讯智慧零售的助力下，无论是美妆品牌的悦诗风吟，还是服装品牌海澜之家与影儿时尚，数字化正在改变时尚行业的营销方式、服务效率，以及用户体验，从而刺激用户转化与复购。
<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;”>目前来看，这种探索已经形成了“屡战屡胜”的态势。那么，已经具备经验和成绩的腾讯智慧零售，在奢侈品领域会延续过去的“战绩”吗？
<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;”>02.seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>AR试色、换装不是奢侈品的“菜”
<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;”>这就需要从奢侈品销售的特点说起。
<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;”>奢侈品的购买过程往往伴随着一项服务，而奢侈品消费者注重的，正是到店后的服务体验。他们享受服务人员对自己的熟悉感，记得自己的喜好，以及用人性化与定制化的方式服务自己。
<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;”>也就是说，有了服务人员的加持，奢侈品交易才能成为一种完整的、全面的体验。
<img alt="奢侈品这块“硬骨头”，腾讯能啃得下来吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514175742606.jpg" style="margin: 30px auto; 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; max-width: 690px; display: block; border-radius: 5px; color: rgb(38, 38, 38); text-align: justify;” /><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;”>一家奢侈品门店店长告诉晓程序观察（yinghoo-tech），“对于奢侈品而言，顾客来店里的目的就是享受服务，感受皮革在手中的质感、专业搭配师量身搭配的服饰等，效率从来都不在考虑范围内。”
<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，过去腾讯使用过的能力和玩法，似乎并不那么适合奢侈品，比如，
seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>AR虚拟试色。虽然Armani推出了线上试色小程序，但这仅限于线上场景，用户到线下，就是想体验口红实物在自己嘴唇上的感觉；
seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>AR换装试衣。上万的衬衫、西装，不穿上身试一试，仅凭虚拟试衣就决定下单，似乎过于草率；
seline; 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; list-style-position: initial; list-style-image: initial; color: rgb(38, 38, 38); text-align: justify;”> seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box; list-style-type: square;”> <p style="margin: 0px 0px 26px; 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; word-wrap: break-word;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>人脸识别检测用户肤质。眼下，家用版类似仪器已经开始兴起，去店里的价值就是仪器+专业人士指导。
<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;”>既然这些玩法和能力不适合，那么奢侈品会想要什么呢？自然是腾讯“七大工具箱”。比如，小程序。
<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;”>在奢侈品消费者群体中，线上研究、线下购买的仍占大多数。根据波士顿咨询公司和腾讯的一项联合研究，54%的发现接触点发生在网上:要么通过社交媒体、其他数字渠道，要么通过网络口碑。
<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;”>也就是说，seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>数字营销对于品牌寻找新增量有着至关重要的作用，而能够担当重任的则非微信小程序莫属。
<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;”>相比入驻天猫或京东等第三方电商平台，轻便的小程序可以让奢侈品品牌更灵活地进行数字化创意营销，比如，小程序可以让“高高在上”的奢侈品牌以快闪店的形式发售新品。
<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;”>事实上，我们可以看到，奢侈品大佬们过去最爱的玩法正是朋友圈广告+小程序快闪店，通过朋友圈广告锁定精准人群，小程序快闪店快速转化。这不只是在腾讯生态内发生的奢侈品动向，事实上，奢侈品们在抖音等诸多超级App里都开始了类似的玩法，如Dior，Louis Vuitton和Chanel等奢侈品品牌早就布局抖音、开通了官方账号。
<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;”>不仅如此，微信小程序作为打通品牌线上线下业务的重要桥梁，还可以与微信生态内多种场景结合，如公众号、搜索、LBS、卡包、企业微信、以及社交广告等等，成为奢侈品品牌实现数字化的关键手段。
<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;”>另外也可以看出，微信小程序特点以及功能，也成为奢侈品牌们在线上收割粉丝的重要新突破口，这也就是为什么越来越多的奢侈品牌开通了自己的小程序。
<img alt="奢侈品这块“硬骨头”，腾讯能啃得下来吗？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514175743801.jpg" style="margin: 30px auto; 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; max-width: 690px; display: block; border-radius: 5px; color: rgb(38, 38, 38); text-align: justify;” /><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;”>对于奢侈品品牌而言，腾讯的意义和价值在于，利用自身的技术与社交优势，建立更加高效的线上线下联动方式，为用户提供更个性化的服务。虽然有适合，也有不适合的，但未来可期，拭目以待。
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