奢侈品集团纷纷拥抱电商 高端百货零售业遇冷

 进入2018年下半年以来，奢侈品集团纷纷拥抱电商，先是seline; list-style: none; font-family: “Microsoft YaHei”, STXihei, STHeiti;”>历峰集团全面控股奢侈品点电商Yoox Net-a-porter，完成回购；紧接着全球最大奢侈品集团之一的LVMH集团旗下私募基金注资寺库，为其电商化运作铺路；LV线上中国官方旗舰店正式开幕，推出全国配送服务……面对当前局势，高端百货实体商业巨头开始遇冷。<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>奢侈品集团对电商为何由冷转热？

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>从之前不看好电商平台，到争先恐后地拥抱电商平台，奢侈品集团们看似突然的转变，其实是奢侈品行业发展的必然。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>与几年前不同，如今的中国已发展成为全球最大的奢侈品消费者来源国。相关数据显示，中国人的奢侈品消费占比全球消费份额不断上升，已从2000年的1%提升至2017年的32%。据市场调查机构欧睿国际预测，在未来5年内，中国将超越美国而成为全球最大的奢侈品市场。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>对奢侈品品牌来说，中国市场已成为其未来几年内的关键战场。而要想争夺中国市场，就要顺应中国市场的发展变化。这其中一个重大变化就是线上市场所占比重正在逐步扩大。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>著名咨询机构麦肯锡在2016年曾发布报告称，时尚奢侈品行业在线销售份额将从2010年的3%提升至2020年的12%。另外一个更关键的信息在于，千禧一代已成为中国奢侈品消费的主力军，奢侈品网络消费者的年龄50%在25-35岁，其中近30%是25-30岁的年轻人群。另外有15%更年轻，只有18-24岁，并且18-30岁这一年龄段的占比还在不断增加。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>这就意味着，不仅线上市场与线下市场的格局发生了改变，就连用户群体的结构也在发生变化。而作为伴随互联网成长起来的一代，他们对于电商、数字化的接受度要高很多，这又反过来推动了线上市场的增长。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>另一些变化也在影响着奢侈品电商的发展，相关数据显示，近年来由于降低关税等政策，中国境内奢侈品价差已经出现明显下降；而伴随着奢侈品鉴定技术的改进以及区块链技术的应用，有效解决了奢侈品电商的信任问题……可以说，种种迹象表明，奢侈品电商化已成为大势所趋。 

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>奢侈品行业传统百货垄断局面或被打破

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>近日，国内知名电商智库电子商务研究中心发布了《2017年度中国网络零售市场数据监测报告》。报告显示，2017年中国网络零售市场交易规模达71751亿元，相比2016年的51556亿元，同比增长39.17%。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>而与此同时，曾经风光无限的百货行业却面临着门店业绩下滑、客源流失等残酷现实，并迎来了业已持续几年的关店潮。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>据统计，近几年，零售巨头沃尔玛中国区每年都有门店关闭：2012年至2016年，共关闭了近50家门店；另一零售巨头华润万家也难以幸免，2015年上半年到2017年，华润万家的自营门店从4800家减少到了3224家，合计减少了800多家。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>此外，就连曾经风靡一时的品牌商如美特斯邦威、真维斯、贵人鸟等也被迫放弃了还很多线下门店……

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>一方面是零售电商高歌猛进蚕食市场份额，业绩不断上扬；一方面是线下零售经营受阻，顶着巨大压力谋求转型，这就是零售业近几年的最大现实，奢侈品行业未来几年的发展走势也难逃这样的命运。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>传统百货模式，究竟路在何方？

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>在电商化这条道路上，无论是品牌商，还是线下传统零售商都压力重重。同样的，经过十年的发展，奢侈品电商化也已经是整个行业不得不面对的一大挑战。

<p style="padding: 0px; margin: 0px; border: 0px; outline: none 0px; vertical-align: baseline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; list-style: none; font-family: “Songti SC”; text-indent: 0px; font-stretch: normal; line-height: normal; color: rgb(35, 35, 35);”>seline; background: transparent; list-style: none; font-family: arial, helvetica, sans-serif;”>聪明的品牌商们早已开始积极拥抱电商，或尝试自建电商平台，或与专业的电商平台开展合作。对于还在固守线下市场的传统百货零售商而言，如何实现转型，全面提升用户的体验，将是它们接下来要面临的首要难题。