<p>奢侈品牌在中国消费放缓的背景下，将重点转向体验式零售</p>
<p>2024 年中国奢侈品市场下降超过 18%，预计 2025 年销售持平</p>
<p>尽管整体市场下滑，体验式奢侈品消费仍增长 5%，贝恩报告称</p>
<p>奢侈品牌关闭门店，但开设旗舰店</p>
<p>作者：凯西·霍尔</p>
<p>上海，6 月 27 日（路透社）- 路易威登在上海最新的门店并非普通的奢侈旗舰店。这家高达 30 米、船形的店铺 “The Louis” 被称为一种体验，位于上海市中心的南京路购物区，设有展览空间和咖啡馆。</p>
<p>“The Louis” 于周四盛大开幕，毫无疑问将吸引大量人群，渴望在社交媒体上发布其闪亮外观和内部适合拍照的展品。但 LVMH 旗下的路易威登也希望能够刺激中国消费者的销售，因为他们在奢侈品上的消费已经放缓。</p>
<p>LVMH 的商业战略与奢侈品零售商在整体上从交易模式转向吸引顾客的 “体验” 模式相一致，这种模式最终促进了增长。</p>
<p>奢侈品牌面临的风险很高，多年来它们依赖于中国的快速销售来推动全球增长和雄心，但现在却面临着世界第二大经济体需求放缓的局面。</p>
<p>根据咨询公司贝恩的估计，中国市场的规模去年下降超过 18%，降至约 3500 亿元人民币（约合 488 亿美元），预计 2025 年销售将持平。</p>
<p>房地产服务提供商 CRBE 的中国零售负责人齐诺·赫尔明格承认，奢侈品整体在中国最近遭受了 “打击”，尽管他认为这种放缓是可以预见的。</p>
<p>“如果你看看那些巨头——我指的是 LVMH、开云（Kering）、瑞士历峰（Richemont）、爱马仕（Hermès）——他们的利润在五年内几乎翻了三倍，” 他说。“在某个时刻，会有一些平衡，增长是有限的，产生的也有限。”</p>
<p>在第一季度，LVMH 在包括中国在内的地区的收入按有机计算下降了 11%——亚太地区（不包括日本）占该集团总销售额的 30%。</p>
<p>受到更广泛经济不确定性和持续房地产市场低迷的影响，中国消费者在奢侈品牌手袋等非必需品上的支出已经收紧。</p>
<p>31 岁的上海本地人娜塔莉·陈表示，她已经拥有足够的 “物品”，并将她曾用于奢侈品的相当一部分资金转向了旅行。</p>
<p>“说实话，我觉得再买一个包并不会改善我的生活，” 她说，尽管她已经去过普拉达在上海新开的餐厅，并打算和朋友们去看看路易威登的新咖啡概念。</p>
<p>“这带来了一种不同于在商场购物的感觉，” 陈说，尽管她不确定这家船形店是否会让她购买咖啡和蛋糕以外的东西。</p>
<p>尽管如此，奢侈品牌仍然感受到长期刺激销售的机会。</p>
<p>尽管中国及全球对个人奢侈品的需求因经济压力和价格疲劳而下降，但根据贝恩的报告，体验式商品的销售率却在上升，报告中强调了个性化奢侈酒店体验和高档餐饮销售的激增。</p>
<p>例如，2024 年，全球个人奢侈品市场整体下降 1% 至 3%，而体验式奢侈品消费却增长了 5%，贝恩称。</p>
<h3>奢侈品的演变</h3>
<p>本月早些时候，房地产顾问 Savills 发布的新研究指出，这被视为中国 “不断演变” 的奢侈品市场中的一个重要新趋势，在这个市场中，寻求体验的人们被更多的体验式奢侈品牌接触点所吸引，从餐厅到 Salon Privé——仅限预约的 VIP 购物休息室。</p>
<p>“所有品牌都在关闭门店，但那些能够负担得起的品牌也在开设大型旗舰店或举办一些大型活动或展览，以保持其极高的可见度，” 总部位于上海的创新咨询公司 Trajectry 的首席执行官帕特里斯·诺尔迪说，实际上是在为未来市场复苏做好准备。</p>
<p>从巴伦西亚加到香奈儿、路易威登和普拉达，自去年下半年以来，所有这些品牌都在中国关闭了门店。赫尔明格表示，古驰今年计划在中国关闭 10 家门店。</p>
<p>路易威登的同门品牌迪奥今年早些时候在成都开设了一家咖啡概念店，而普拉达（1913.F）在其位于上海的荣宅文化空间开设了一家王家卫设计的餐厅。珠宝商蒂芙尼最近缩小了在上海市中心的一家大型门店，但在 3 月份也在成都开设了一家新的三层旗舰店。</p>
<p>诺尔迪表示，尽管更多人将这一趋势称为 “体验式” 零售，但它实际上反映了更深层次的东西。</p>
<p>“我认为这是一种看待客户的方式，要么将其视为购买产品的人，要么视为试图过上更充实生活的个体，” 他说。“如果你的目标不仅仅是向客户提供消费品，而是更多的话，你可能会与他们产生更强的共鸣。”</p>
<p>尽管中国大陆高调的奢侈品店关闭引发了品牌在放缓市场中减少投资的猜测，但 CRBE 的赫尔明格表示，真正的故事更为复杂，表明资源的战略重新配置，而不是市场的撤退。</p>
<p>“你需要创造这种稀缺性的概念，而稀缺性伴随着稀少，” 他说。“当你在一个市场中有 80 或 90 家门店时，它似乎不再那么稀有，而是显得主流。”（$1 = 7.1714 人民币）</p>

路易威登(ADR)

<p>中国的奢侈品牌正转向体验式零售，以应对奢侈品市场显著下滑的局面，该市场在 2024 年下降超过 18%。尽管如此，体验式奢侈消费却增长了 5%。像路易威登这样的品牌正在开设旗舰店，提供独特的体验，如展览和咖啡馆，以吸引消费者。这一策略旨在在经济不确定性和消费者偏好变化的背景下刺激销售，因为许多人更倾向于体验而非传统奢侈品。这一趋势反映了中国奢侈品市场的更广泛演变，强调客户参与而非单纯的交易</p>

<p>Luxury brands shift focus to experiential retail amid China’s spending slowdown</p>
<div class="lb-trans"><p>奢侈品牌在中国消费放缓的背景下，将重点转向体验式零售</p>
</div><p>Chinese luxury market declines over 18% in 2024, flat sales expected in 2025</p>
<div class="lb-trans"><p>2024 年中国奢侈品市场下降超过 18%，预计 2025 年销售持平</p>
</div><p>Experiential luxury spending rises 5% despite overall market decline, Bain reports</p>
<div class="lb-trans"><p>尽管整体市场下滑，体验式奢侈品消费仍增长 5%，贝恩报告称</p>
</div><p>Luxury brands closing stores but opening flagship locations</p>
<div class="lb-trans"><p>奢侈品牌关闭门店，但开设旗舰店</p>
</div><p>By Casey Hall</p>
<div class="lb-trans"><p>作者：凯西·霍尔</p>
</div><p>SHANGHAI, June 27 (Reuters) - Louis Vuitton’s latest Shanghai store is not your average luxury flagship. The 30-meter-high, ship-shaped store, “The Louis”, is billed as an experience, and houses an exhibition space and cafe in Shanghai’s downtown Nanjing Road shopping strip.</p>
<div class="lb-trans"><p>上海，6 月 27 日（路透社）- 路易威登在上海最新的门店并非普通的奢侈旗舰店。这家高达 30 米、船形的店铺 “The Louis” 被称为一种体验，位于上海市中心的南京路购物区，设有展览空间和咖啡馆。</p>
</div><p>“The Louis”, which had a grand opening on Thursday, will undoubtedly draw crowds eager to post pictures to social media of its gleaming facade and the photo-ready exhibits inside. But LVMH-owned (LVMH.PA) Louis Vuitton will also be hoping it can stimulate sales among Chinese consumers whose spending on luxury goods has slowed.</p>
<div class="lb-trans"><p>“The Louis” 于周四盛大开幕，毫无疑问将吸引大量人群，渴望在社交媒体上发布其闪亮外观和内部适合拍照的展品。但 LVMH 旗下的路易威登也希望能够刺激中国消费者的销售，因为他们在奢侈品上的消费已经放缓。</p>
</div><p>LVMH’s business strategy aligns with a broader shift among luxury goods retailers from a transactional model - where a shop merely sells goods to customers - to enticing customers with “experiences” that ultimately spur growth.</p>
<div class="lb-trans"><p>LVMH 的商业战略与奢侈品零售商在整体上从交易模式转向吸引顾客的 “体验” 模式相一致，这种模式最终促进了增长。</p>
</div><p>The stakes are high for the luxury brands, which for years have relied on brisk sales in China to fuel their global growth, and ambitions, but are now facing a slowdown in demand in the world’s second-biggest economy.</p>
<div class="lb-trans"><p>奢侈品牌面临的风险很高，多年来它们依赖于中国的快速销售来推动全球增长和雄心，但现在却面临着世界第二大经济体需求放缓的局面。</p>
</div><p>The size of the Chinese market declined more than 18% last year to around 350 billion yuan ($48.80 billion) and sales are on track for a flat performance in 2025, according to estimates from consultancy Bain.</p>
<div class="lb-trans"><p>根据咨询公司贝恩的估计，中国市场的规模去年下降超过 18%，降至约 3500 亿元人民币（约合 488 亿美元），预计 2025 年销售将持平。</p>
</div><p>Zino Helmlinger, head of China retail at real estate service provider CRBE, acknowledges that the luxury segment as a whole in China has taken “a hit” recently, though he believes the slowdown was expected.</p>
<div class="lb-trans"><p>房地产服务提供商 CRBE 的中国零售负责人齐诺·赫尔明格承认，奢侈品整体在中国最近遭受了 “打击”，尽管他认为这种放缓是可以预见的。</p>
</div><p>“If you look at the megastars - I mean LVMH, Kering (PRTP.PA) , Richemont (CFR.S) , Hermès (HRMS.PA) - they almost tripled their profit within five years,” he said. “At some point, there is some counterbalancing, there is only so much you can grow, only so much you can generate.”</p>
<div class="lb-trans"><p>“如果你看看那些巨头——我指的是 LVMH、开云（Kering）、瑞士历峰（Richemont）、爱马仕（Hermès）——他们的利润在五年内几乎翻了三倍，” 他说。“在某个时刻，会有一些平衡，增长是有限的，产生的也有限。”</p>
</div><p>In the first quarter, LVMH’s revenue in the region that includes China fell 11% on an organic basis - the Asia-Pacific excluding Japan accounts for 30% of the group’s total sales.</p>
<div class="lb-trans"><p>在第一季度，LVMH 在包括中国在内的地区的收入按有机计算下降了 11%——亚太地区（不包括日本）占该集团总销售额的 30%。</p>
</div><p>Chinese consumers, hard hit by broader economic uncertainty and a prolonged property market downturn, have tightened spending on discretionary purchases - luxury branded handbags among them.</p>
<div class="lb-trans"><p>受到更广泛经济不确定性和持续房地产市场低迷的影响，中国消费者在奢侈品牌手袋等非必需品上的支出已经收紧。</p>
</div><p>Shanghai native Natalie Chen, 31, says she already owns enough “stuff” and has redirected a significant portion of the funds she once used for luxury goods to travel.</p>
<div class="lb-trans"><p>31 岁的上海本地人娜塔莉·陈表示，她已经拥有足够的 “物品”，并将她曾用于奢侈品的相当一部分资金转向了旅行。</p>
</div><p>“Truthfully speaking, I don’t feel that buying another bag will improve my life,” she said, though she has already visited a new restaurant opened by Prada in Shanghai and intends to check out Louis Vuitton’s new cafe concept with girlfriends.</p>
<div class="lb-trans"><p>“说实话，我觉得再买一个包并不会改善我的生活，” 她说，尽管她已经去过普拉达在上海新开的餐厅，并打算和朋友们去看看路易威登的新咖啡概念。</p>
</div><p>“It brings a different kind of feeling than just (shopping) in a mall,” Chen said, though she was unsure the ship-shaped store would lead her to make any purchases outside of coffee and cake.</p>
<div class="lb-trans"><p>“这带来了一种不同于在商场购物的感觉，” 陈说，尽管她不确定这家船形店是否会让她购买咖啡和蛋糕以外的东西。</p>
</div><p>Still, the luxury brands are sensing a longer term opportunity to pump-prime sales.</p>
<div class="lb-trans"><p>尽管如此，奢侈品牌仍然感受到长期刺激销售的机会。</p>
</div><p>While appetite for personal luxury goods in China and around the world is declining, hurt by economic pressures and price fatigue, sales rates of “experiential goods” are rising, according to Bain, which highlighted a surge in personalized luxury hospitality experiences and rising fine dining sales in its spring luxury report.</p>
<div class="lb-trans"><p>尽管中国及全球对个人奢侈品的需求因经济压力和价格疲劳而下降，但根据贝恩的报告，体验式商品的销售率却在上升，报告中强调了个性化奢侈酒店体验和高档餐饮销售的激增。</p>
</div><p>In 2024, for example, the overall personal luxury goods market worldwide fell 1% to 3% even as experiential luxury spending rose 5%, Bain said.</p>
<div class="lb-trans"><p>例如，2024 年，全球个人奢侈品市场整体下降 1% 至 3%，而体验式奢侈品消费却增长了 5%，贝恩称。</p>
</div><h3>LUXURY EVOLUTION</h3>
<div class="lb-trans"><h3>奢侈品的演变</h3>
</div><p>New research released by real estate advisor Savills earlier this month points to this as a significant new trend in what it describes as China’s “evolving” luxury market, in which people seeking out experiences are lured with more experiential luxury brand touchpoints, from restaurants to Salon Privé - private, appointment-only lounges for VIP shoppers.</p>
<div class="lb-trans"><p>本月早些时候，房地产顾问 Savills 发布的新研究指出，这被视为中国 “不断演变” 的奢侈品市场中的一个重要新趋势，在这个市场中，寻求体验的人们被更多的体验式奢侈品牌接触点所吸引，从餐厅到 Salon Privé——仅限预约的 VIP 购物休息室。</p>
</div><p>“All the brands are closing stores, but those that can afford to are also opening big flagships or holding some big events or exhibitions to keep their visibility extremely high,” said Patrice Nordey, CEO of Shanghai-based innovation consultancy Trajectry, essentially preparing for future success when the market picks up again.</p>
<div class="lb-trans"><p>“所有品牌都在关闭门店，但那些能够负担得起的品牌也在开设大型旗舰店或举办一些大型活动或展览，以保持其极高的可见度，” 总部位于上海的创新咨询公司 Trajectry 的首席执行官帕特里斯·诺尔迪说，实际上是在为未来市场复苏做好准备。</p>
</div><p>Brands from Balenciaga to Chanel, Louis Vuitton and Prada have all closed stores in China since the second-half of last year. Gucci is on track to close 10 stores in the market this year, Helmlinger said.</p>
<div class="lb-trans"><p>从巴伦西亚加到香奈儿、路易威登和普拉达，自去年下半年以来，所有这些品牌都在中国关闭了门店。赫尔明格表示，古驰今年计划在中国关闭 10 家门店。</p>
</div><p>Louis Vuitton’s stablemate Dior opened a cafe concept in Chengdu earlier this year, and in March Prada (1913.F) opened a Wong Kar Wai-designed restaurant at its Rong Zhai cultural space in Shanghai. Jeweller Tiffany and Co. recently downsized a large downtown Shanghai store, but in March it also opened a new three-storey flagship in Chengdu.</p>
<div class="lb-trans"><p>路易威登的同门品牌迪奥今年早些时候在成都开设了一家咖啡概念店，而普拉达（1913.F）在其位于上海的荣宅文化空间开设了一家王家卫设计的餐厅。珠宝商蒂芙尼最近缩小了在上海市中心的一家大型门店，但在 3 月份也在成都开设了一家新的三层旗舰店。</p>
</div><p>Nordey says that while more people refer to this trend as “experiential” retail, it actually speaks to something much deeper.</p>
<div class="lb-trans"><p>诺尔迪表示，尽管更多人将这一趋势称为 “体验式” 零售，但它实际上反映了更深层次的东西。</p>
</div><p>“I think it’s a way of looking at your customer, either as someone that will buy products, or as an individual who is trying to have a more fulfilling life,” he said. “If your purpose is not only to feed your client with consumer products, but more than that, you might actually resonate more strongly with them.”</p>
<div class="lb-trans"><p>“我认为这是一种看待客户的方式，要么将其视为购买产品的人，要么视为试图过上更充实生活的个体，” 他说。“如果你的目标不仅仅是向客户提供消费品，而是更多的话，你可能会与他们产生更强的共鸣。”</p>
</div><p>While high-profile luxury store closures in mainland China have prompted speculation of brands lessening investment in a slowing market, CRBE’s Helmlinger says the real story is more nuanced, indicating a strategic realignment of resources, rather than a pullback in the market.</p>
<div class="lb-trans"><p>尽管中国大陆高调的奢侈品店关闭引发了品牌在放缓市场中减少投资的猜测，但 CRBE 的赫尔明格表示，真正的故事更为复杂，表明资源的战略重新配置，而不是市场的撤退。</p>
</div><p>“You need to create this concept of rarity, and rarity comes with scarcity,” he said. “When you have 80 or 90 stores in one market, it doesn’t seem so rare anymore, it seems like it’s mainstream.” ($1 = 7.1714 Chinese yuan renminbi)</p>
<div class="lb-trans"><p>“你需要创造这种稀缺性的概念，而稀缺性伴随着稀少，” 他说。“当你在一个市场中有 80 或 90 家门店时，它似乎不再那么稀有，而是显得主流。”（$1 = 7.1714 人民币）</p>
</div>

在中国的奢华体验：全球高端品牌寄希望于概念店以提振销售