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中国高端品牌借体验消费加速，正在改写全球奢侈品格局
发布: · 来源: hankyung.com
一句$话总结: 中国高端品牌借助体验消费和国潮消费快速增长，老铺黄金、波司登等案例与西方传统奢侈品牌业绩承压形成鲜明对比。
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中国高端品牌正通过抓住体验消费和“国潮”爱国消费趋势，在奢侈品市场快速扩张。据韩国经济报道，LVMH董事长伯纳德·阿尔诺去年9月访问中国时，没有只考察路易威登和迪奥门店，而是到访了中国品牌Songmont和老铺黄金。老铺黄金去年销售额同比增长221%，达到273亿元人民币，约5.9万亿韩元，超过爱马仕在中国的销售额。相较之下，开云集团全球销售额下降13%，LVMH营业利润也减少9%。波司登等品牌在中国高速增长后进入欧洲市场。贝恩公司认为，中国奢侈品牌正在以较低价格、精细制造和本地化营销塑造高端形象。来源: hankyung.com
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