162亿美元！疯传一个多月后，LVMH收购Tiffany落下定锤。<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>在每天都不缺新鲜事儿的奢侈行业，这笔大收购还是颇让业界震惊，它超越了2017年收购Dior的70亿，成为LVMH收购史上规模最大的一笔交易。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514100709492.jpg" data-img-size-val="700,394" 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-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LVMH半年报显示，LVMH在2019年上半年实现收入250.82亿欧元，同比增长15%；其中，时尚皮具营收为104.25亿欧元，占比约41.56%，是LVMH的主要营收贡献者；但手表珠宝同期仅实现了2.135亿欧元的营收，占比仅为8.51%。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>Tiffany今年二季度的关键财务数据中，中国大陆市场表现非常突出，实现两位数销售增长。到了半年报公布时，亚太地区上半年的总销售额下降了1%，在日本和欧洲，上半年总净销售额也分别下降了2%和4%。中国大陆的强劲增长及其它市场的疲软让Tiffany喜忧参半。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>双方对于销售业绩的担忧显而易见。高级珠宝生意该怎么做，是奢侈巨头共同面临的大难题。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>LVMH与Tiffany的此般联手，要以“十足的底气”一改珠宝奢侈市场的竞争格局。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180719155.png" data-img-size-val="720,664" 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-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;”>LVMH帝国重要品牌一览
<h3 style="margin: 40px 0px 14px; padding: 0px 0px 0px 10px; border: 0px; font-variant-numeric: 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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>为何选中Tiffany
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>年轻化是奢侈界永不过时的话题，恰好Tiffany在这一进程中表现得还可圈可点。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>2016年Tiffany经历销售业绩最低谷后，就下了一个重要决心：摆脱过时，重夺年轻消费者。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>Tiffany的当务之急是弱化品牌的婚恋文化，淡化人们对其婚恋用品定位的认知。Tiffany的钻石订婚戒指曾经很受欢迎，不过当下的年轻人需要更新鲜的时尚穿搭标志。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180723222.jpg" data-img-size-val="720,641" 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-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;”>但要如何向千禧一代传递新鲜感？对于这些百年历史老牌来说，社交化是理想，但还处在“菜鸟”级别的Tiffany还摸不着路数，然而借助充满创意的活动来拉拢年轻消费者，则是拥有许多线下场景打造经验的奢侈品牌所熟悉的。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>Tiffany也没想到答案就隐藏在第五大道中。Tiffany将电影《蒂凡尼的早餐》搬到现实，蓝色主题的咖啡馆引得粉丝不远万里来朝圣，成为风靡一时的网红打卡地。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180724635.jpg" data-img-size-val="720,500" 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-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;”>“制造网红效应”让Tiffany在年轻人中一炮而红，而这种可以复制的模式让Tiffany进一步拉拢中国消费者。1500美元的别针，9000美元的毛线球，450美元的直尺……圣诞前夕，Tiffany的家居系列再一次让Tiffany成为社交媒体热议焦点。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180725114.png" data-img-size-val="534,242" 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-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;”>因为此事，Tiffany的微信指数也突然走高，当时环比飙升最高至245.42%，制造了“网红咖啡馆”之后第二个峰值。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>面对新兴的中国市场，Tiffany曾有过彷徨期，但微信生态让Tiffany看到中国社交营销进阶的希望。因而Tiffany选择通过具有影响力的明星和KOL们来提升自身的品牌力，同时开展符合年轻消费者“电子化生活”的营销手段。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180725817.jpg" data-img-size-val="720,400" 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-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;”>虚拟数字超模Shudu Gram为Tiffany拍摄广告
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>2017年七夕， Tiffany 投放品牌第一支朋友圈广告。2018年，美国新生代偶像 Elle Fanning 担任Tiffany 代言人，其拍摄的品牌宣传片以微信朋友圈广告形式发布，很多用户都通过这支广告关注了Tiffany 公众号。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180729298.png" data-img-size-val="287,265" 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-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;”>2018年1月，Tiffany 在微信开设限时精品店，“限量150条项链，5天售罄”的成绩让首次试水快闪店的Tiffany 眼前一亮。8月，Tiffany在天猫奢侈品平台Luxury Pavilion上开设快闪店，首次通过线上平台发布新款首饰，也是Tiffany从未有过的尝试。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>今年“520”，Tiffany 在小程序推出限时精品店，发售品牌大使刘昊然同款 Modern Keys，发售的 200条项链，6天内即售罄，让Tiffany再次尝足甜头。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180730644.jpg" data-img-size-val="720,575" 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-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;”>这一系列举措后，Tiffany成为年轻人热衷于分享和安利的时尚品牌。在小红书上，随处可见博主们的“打卡帖子”，无论是去年上海民生艺术码头点亮的蓝色经典，还是今年Tiffany 180年艺术展，甚至是把第五大道的“咖啡馆”搬到上海，都成为小红书上的热门话题。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180735709.jpg" data-img-size-val="720,1173" 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-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;”>Tiffany的优势是显而易见的。其鲜明的“蓝色”是品牌绝对的符号标志，是“潮流”绝佳的包装元素，这也让其拥有“网红”天资，引爆社交话题造势。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>Tiffany随后的路径，也都在致力于迎合中国千禧一代的消费习惯。他们深受KOL影响，会为偶像买单，追逐限量效应带来的稀缺性，并习惯在社交媒体上完成种草、购买到分享的过程。Tiffany在自身热度起来后，让这些年轻人更方便地购买到它。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>曾一度因品牌老化面临危机的Tiffany，其今年初发布的2018年财报显示，去年全年品牌销售额录得7%的增长，达到创纪录的44亿美元。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>反观LVMH旗下的其他6大珠宝品牌，除了新收购的Dior，无一做到Tiffany这样加速年轻化的营销举措与成果。Tiffany的这条变革之路，或许也能为LVMH带来新的思路。
<h3 style="margin: 40px 0px 14px; padding: 0px 0px 0px 10px; border: 0px; font-variant-numeric: 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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>一直被吊打的LVMH想翻身
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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，在收购前，Tiffany一直是LVMH旗下宝格丽的对手，它们两个也有一个共同的敌人卡地亚，三者为了争夺市场都不约而同走上年轻化的道路。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>同是利用粉丝经济，宝格丽用了吴亦凡，而卡地亚选择了鹿晗；同是数字化营销，宝格丽和卡地亚都选择了复投朋友圈广告、开设小程序精品店的方式；同是制造潮流，“七夕”成为宝格丽和卡地亚每年发力的节点，线下展览也络绎不绝。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180736449.jpg" data-img-size-val="720,720" 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-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;”>在这样的对抗中，LVMH看起来并未落下风。但比起Tiffany，卡地亚隶属的历峰集团是LVMH的老对手，在珠宝业务的整体对抗中，LVMH颇力不从心。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>LVMH旗下的珠宝品牌例如宝格丽、尚美，全是收购而来。但历峰集团旗下的卡地亚、梵克雅宝，都随着母品牌深耕市场百年，知名度更甚，比LVMH有更浓厚的市场积累。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>令LVMH更为受挫的，是销售业务上被全面超车。据历峰集团2018年报显示，集团直营精品店取得两位数增长，尤以腕表和珠宝最为显著；珠宝业务营收达70.8亿欧元，占集团营收总额的51%。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180740217.jpg" data-img-size-val="573,427" 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-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LVMH 2018年财报显示，珠宝腕表业务当年在集团整体营收中占比为9%，历峰集团仅卡地亚和梵克雅宝创造的价值，就已超过LVMH珠宝腕表总和。而2019年第三季度财报中这个占比仅为4%。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>LVMH集团虽然说已经是奢侈行业的“巨无霸”，但把珠宝业务单线拎出来，还是不得志，LVMH想要弯道超车的野心明显。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>而且，市场不断有新的竞争对手冒头。今年，Prada、阿玛尼和Gucci等奢侈品牌接二连三推出珠宝线新产品，要想来分一杯羹。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>再者，中国本土珠宝品牌随着“国潮”重回年轻人视野，也值得这些国际品牌警惕。周大福、周生生、六福等本土国民珠宝品牌，一直以来在年轻人眼里都是“老一辈”才会使用的产品，近两年也积极通过与Line Friends 、哆啦A梦等大IP，以及与《阴阳师》等热门游戏做跨界合作，在年轻人中赢得很好的反响。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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="LV收购蒂芙尼，是为了对付卡地亚？" src="D:pic/2025-05-14/https://ershe-1324446347.cos.ap-nanjing.myqcloud.com/2025/05/20250514180741967.jpg" data-img-size-val="600,600" 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-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;”>这其实也传递出一个信号，珠宝行业可能会成为奢侈巨头们争夺的新增长点。据贝恩咨询数据显示，2018年全球珠宝市场增长了7%，规模达到180亿欧元，珠宝已经是奢侈品行业增长最快的业务之一。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>这也在LVMH的财报数据中得到体现。珠宝业务利润虽然低，却是所有部门中增速最快的，在2018财年中增幅高达37%。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>在这样的情况下，Tiffany能在巨头竞争中脱颖而出，且在中国市场表现强劲，甚至盖过卡地亚等品牌，习惯于依靠“买买买”来巩固帝国的LVMH，瞄准Tiffany也就见怪不怪了。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>将Tiffany收入麾下，LVMH就有了与历峰对抗的底气，一来是增强自身在珠宝行业的影响力，另一方面也依靠Tiffany打开更多珠宝消费市场。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>如今这一买卖落下帷幕，珠宝奢侈市场或将重新洗牌。
<h3 style="margin: 40px 0px 14px; padding: 0px 0px 0px 10px; border: 0px; font-variant-numeric: 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;”>seline; -webkit-font-smoothing: antialiased; word-break: break-word; box-sizing: border-box;”>结语
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>比起轻易就能打造单品效应的箱包和服饰，珠宝在奢侈行业一直颇为黯淡，也是以往千禧一代消费的盲点之一。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>珠宝想换一种方式生存，首先就要放下“姿态”，让年轻人接受佩戴珠宝是一种时尚，是随时可购买的一种配饰。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>Tiffany的“年轻化”路径，是一条值得借鉴的链路，其形成“打造社交舆论-改变传统形象-走电商化销售-重视线下体验”的营销体系，也适用于其他单线奢侈品牌在中国市场试水。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>在中国，年轻人正在拥有越来越多的消费决策权，但购买奢侈品与否的影响因素却越来越捉摸不透。有时候一款优衣库联名值得他们疯抢，但某个大牌奢侈品单品却不具备这样的效应。
<p style="margin: 0px 0px 26px; padding: 0px; border: 0px; font-variant-numeric: 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;”>珠宝行业在中国市场还需要走很长一段“改变认知、培养购买习惯”的路，这就需要奢侈集团在营销手段上下苦功夫了。
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