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手袋市场分析报告:轻奢品牌涌入 市场竞争日益激烈

全球箱包网 2014-12-2 来源:华丽志 字号:[ ] 关闭
        在过去十年里,以为主的皮革制品以11%的年均复合增长率遥遥领先于奢侈品行业整体5%的增长。与此同时,其在全球奢侈品总销售额的占比也从2003年的10%上升到了2013年的17%。相较于其他奢侈品类别而言,我认为手袋未来的前景还是很乐观的。但我们也必须意识到手袋市场变得越来越拥挤,竞争越来越激烈!

  

SHOUDAIPINPAIDEXIFENSHICHANG

  手袋市场变的越来越拥挤

  SHANGSHIJIJIUSHINIANDAIDAOERSHIYISHIJICHU,KEYISHUO Louis Vuitton HE GucciLIANGDAPINPAIGONGTONGZHUDAOZHESHECHIPINPAISHOUDAISHICHANG。ERHermès HECoach ZEFENBIELONGDUANZHESHANGTUZHONG“GAODUAN”HE“DAZHONG”LIANGGEXIFENSHICHANG。

  随着Prada和Burberry的快速崛起,Louis Vuitton 和Gucci开始丧失市场份额,从2003年的三分之一下降到 2013年的四分之一。

  与此同时,其他高端品牌(如Bottega Veneta,Céline),和高级时装品牌(如,ChanelDiorValentino和Saint Laurent)也先后加入手袋市场的竞争,与Hermès抢占高端客户。

  同样,很多轻奢品牌的出现 (比如,Michael Kors, Tory Burch,Kate Spade, Longchamp, Furla等等) 也威胁到 Coach多年来在大众市场的垄断地位。

  

皮具市场份额 – 2004 (里圈)与2013(外圈)对比

手袋行业的竞争态势正在发生变化

  更快更新!

  GUOQU,“JINGDIANKUAN”SHIPINPAIYIJIYOUYIJIZHUYAODEXIAOSHOUHELIRUNLAIYUAN。ERXIANZAIGEGEGONGSIDOUJIAKUAILETUICHUXINCHANPINDESUDU,YINWEIXIAOFEIZHEDEYIJUYUELAIYUEMANERQIETAMENDEXUANZEYEYUELAIYUEDUO。

  

SHECHIPINPAI – JINGDIANKUANSHOUDAI

  

  Louis Vuitton – 2013NIANSIYUEDAO2014NIANWUYUETUICHUDEXINKUANSHOUDAI

  

ZAISHISHANGZAZHITOUFANGGUANGGAODEDESHOUDAIPINPAIHEKUANSHISHULIANGGUOQUSHINIANDAFUZENGZHANG:

        同店销售增长更重要

        DADESHECHIPINPINPAIZAIYEBUNENGXIANGYIQIANYIYANGGUOFENYIKAOKAIXINDIANLAIZHICHIXIAOSHOUZENGZHANG。GUOKUAIGUODUODIZENGJIAXINXIAOSHOUDIANSHIDETOUZIHUIBAOLVXIAJIANG,GENGYANZHONGDESHI,PINPAIGUODUDEPUGUANGSHIDEQICHANPINSANGSHILESHECHIPINYINGYOU“DUTEXING”。ZICONG2013NIANKAISHI,HENDUOPINPAIJIUYIJINGKAISHIJIANSHAOSHENZHITINGZHIKAISHEXINDIAN。

  

SHECHIPINLINGSHOUDIANSHULIANGJITONGBIZENGZHANG(%)

(品牌包含:Prada Miu Miu, Burberry, Hermes, Gucci, Bottega Veneta, Saint Laurent, Louis Vuitton, Coach)

  QIANJINIANXIAOFEIZHEGUODUDEZHUIPENGSHIDERUJIN Louis Vuitton HE Gucci XIANRUJIANGJU。 JINGUANTAMENSHITUTONGGUOJIANSHAO logoCHANPINDESHULIANGHETIGAOJIAGELAITISHENGPINPAIXINGXIANG,DANQUEYIZHIWEIJIANMINGXIANCHENGXIAO。BUDUANTIJIA,SHIDETAMENBUDEBUFANGQIBUFENZHONGCHANJIEJIXIAOFEIZHE,YICILAIJIANSHAODIJIAWEICHANPINDEXIAOSHOU。

  

Gucci SHOUDAIXIAOSHOUANJIAGEHUAFEN(%)

  RANER,SHECHIPINPAIDEXIEJUCUODAOZHIZHONGDENGJIAGEQUJIANCHUXIANLEJUDADEKONGBAI,SHIDEDAPIDEQINGSHEPINPAIJINRUSHOUDAISHICHANG。BIRU CoachHE Michael KorsJIUSHIZAIZHEIDUANSHIQIXUNSUCHENGZHANGQILAIDE。MEIGUOQINGSHEPINPAIDEMUBIAOHENMINGQUE,NEIJIUSHIZAIZUIDUANDESHIJIANSHIXIANLIRUNZUIDAHUA。YUSHIWOMENSUICHUKEJIANZHEIXIEPINPAIDEDIANMIAN,ERQIEZAIJIHUSUOYOUDEDAZHECUNDOUKEYIZHAODAOTAMEN!

  BIJIAOERYAN,OUZHOUDEPINPAIYOUGENGZHANGYUANDEFAZHANMUBIAOQIEGENGJINSHEN。YINWEITAMENDE CEOHUODONGSHIZHANGDADUOSHIPINPAIDEZHIJIEYONGYOUZHE,ERBUXIANGMEIGUOGONGSINEIYANGCONGWAIMIANGUYONGDEGENGKANZHONGDUANQIMUBIAODEGUANLIZHE。

QISHI,XIANG CoachZHEIZHONGJINGYINGZHANLVEZUIZHONGCHANSHENGDEFUMIANYINGXIANG(Michael KorsZAIWEILAIYEHENYOUKENENGYUDAOTONGYANGDEFENGXIAN)BUJINYINGXIANGLEZISHEN,SHENZHIKENENGHUISUNHAIZHENGGESHOUDAIXINGYEDEFAZHAN。XIAOFEIZHEHUIRENWEISHOUDAIBINGFEISHISHENMESHECHIPIN,JINGUANYOUYIXIEPINPAISHIBIQITADEGUI。

  

Michael Kors – TONGDIANXIAOSHOUZENGZHANGLV (%)

  近两年来,轻奢是大家热议的话题:

  YOURENJUEDEYUZHENZHENGDESHECHIPINPINPAIXIANGBI,TAMENDEXINGJIABIGAO,YIYANGKUANSHIDESHOUDAIKEYIZHIHUAWUFENZHIYIDEJIAGEMAIDAO,WEISHENMEBUNI?

  TONGSHIYEYOUHENDUORENSHUO,QINGSHEZHISHIZAICHAOXIDAPAI,ZHONGGUOZHIZAO,ZHILIANGBUHAODENGDENG。

  SHISHISHANG,OUZHOUDESHECHIPINPINPAIYESHIZAIHUXIANGMOFANG,XIAOFEIZHEKEYIHENRONGYIZAIBUTONGDEPINPAIZHAODAOTONGYANGDEBAOKUAN!(XIATUJIUSHIZAIGEDAPINPAIJIANBEIGUANGWEICHUANCHAODEBAKUANJINGDIANSHOUDAI)

  

BAKUANJINGDIANSHOUDAI

  

BAKUANJINGDIANSHOUDAI

  ZHIYUZHENZHENGDESHENGCHANDIHEZHILIANG,ZHEIYESHIYIGEZHIDESHENJIUDEWENTI。DAODISHIZAIYIDALIDEZHONGGUORENSHENGCHANDEHAISHIZAIZHONGGUODEZHONGGUORENSHENGCHANDENI?

  KUANSONGDEFALVYUESHU,RANGZHIZAOSHANGTIESHANGYIDALISHENGCHANDEBIAOQIANYEBINGFEISHENMENANSHI。

  况且,必须指出的是:有些欧洲的轻奢品牌在上更有富有创意,比如 Lancel(水桶包),Longchamp (折叠包),Furla(糖果包),Gerard Darel (24小时包)。

  DAOMUQIANWEIZHI,WOJUEDE“QINGSHE”SHIGECHENGGONGDEGUANGGAOXUETOU,BINGQIEHENHAODIBEIMEIGUODEJIGEPINPAILIYONG。TAMENDECHUXIANMANZULEBUFENXIAOFEIZHEDEXUQIU,DANGRANTONGSHIYEDUIYIXIEOUZHOUSHECHIPINPAICHANSHENGWEIXIE。SHIDEHOUZHEBUDEBUDIAOZHENGZHANLVE,BIRUJIAKUAICHANPINDECHUANGXINHEFABU,LAIJIAQIANGPINPAIXINGXIANGHEQUEBAOZIJIDESHICHANGFENE。

  QINGSHEPINPAINENGFOUZHANGJIUDESHENGCUNXIAQU,ZHEIYAOKANTAMENWEILAIXIANGYAOZENMEYANGFAZHAN。KUAISUDEKUOZHANGHEGUODUDECHUXIANYUDAZHECUNKENDINGHUIYOUFUMIANYINGXIANG。SHICHANGSHANGYOUZHEIMEDUOCHENGYIPINPAI,KUAISHISHANGDIANFUZHEZaraHAISHIHENHAODECUNHUOHEFAZHANQILAILE,SUOYIJIHUISHIYOUDE。

  DUIYUXIAOFEIZHELAISHUO,PINPAIJIANGENGJILIEDEJINGZHENGJITAMENDAILAILEGENGDUODEXUANZE,DANGRANSHIHAOSHIYIZHUANG。XIAOFEINENGLIBUTONG、PINWEIBUTONG、XUQIUBUTONG、XUANZEBUTONG,ZHEISHIWOMENWUFAWANGJIAPINPINGDE。

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