2020年世界奢侈品报告：线上消费、境内消费增加

dangqianshechipinxiaofei，zhuyaoyousange“xinchangtai”：

（1）yiqingduiyushechipinxingyezuidade“xipai”，bushixiaoliangdezengjian，ershimoshidegaibian，biruxianshangjingjidezengqiang，yijipinpaigongsizhiqiande“yichanpinweizhongxin”xiang“yihudongweizhongxin”dezhuanbian。zheishiyizhongyouquanminyishizhuanbiandaobixingchengdexingyebiange。rudifuni、kadiyadengzhubaoshechipinpai，xianshangxiaoshouqudaoyujiaduoyanghua，yecemianbiaomingtamenduixianshangxiaoshoudezhongshi。

（2）zhongguoshichangzhisuoyinenghelijiqun，chuleyiqingkongzhihenjilizhiwai，gengshiyinweixiaofeizhekaishiqingxiangjingneixiaofei，erbushixiangguoquneiyangzai“waimian”maidongxi。zheiyidianhezanmenguojiadezhengce，yijiqitaguojia/diqudegelicuoshimibukefen。zhongguoshichangdexingwang，bingbushizhongguoyigeguojiazhudaodejieguo，ershiquanshijiegongtong“zuoyong”dejieguo。

（3）nianqingyidaidejueqi，tuidonglezhenggeshechipinxingyedexiaoliang，dangengzhongyaodeshituidonglezheigexingyedeyishixingtaidegaibian。gezhongchanpinleixingzhanbi、qiyeyingxiaoshouduan、xuanchuankoujing，shenzhishi“shechipin”benshendedingyi，douhuizainianqingxiaofeizhededaobizhixiazuochu“xiuding”。

shechipinshichangfazhanqushi：

zaiyiqingyingxiangxia，2020nianshijinshinianlaidiyicidafuduxiajiang（ruxiatu）。qishi2015-2016yeshiweijiang，zhibuguowomengengxiguanyujiangtachengwei“xushifandan”。erehudtichu“zuanshixingyezhongyouweiji”deguandianjiushi2015nian。

zai2020niansigejidudequshituzhong（ruxia）。dierjidu（yejiushiyiqingzaiquanqiudabaofadeneiduanshijian）shechipinxiaofeixiajiang，buguodaoledisanjidujiuchuxianlefandan（youqishizhongguo）。duiyudisijidu，beienanguanlijichulesanzhongbutongdeyuce，fenbieshizuijia（-5%）、jiben（-10%）hezuicha（-20%）。

weilaisannian，shechipinxingyedefazhanhaishibijiaobucuode，tixianleyingyoude“fandan”qushi。

beiendeyujishi，zai2022niandi-2023nianchuzhijian，shijieshechipinshichangkeyihuifudao2019niandeshuiping。zheiyidianhezhiqiandaibiersiduizuanshixingyedepanduanjibenyizhi。

zheigeshishichangguimodezhuxingtu：

zaijingliyiqingzhihou，shijieshechipinxingyezhuyaochuxianyixiayixiebianhua：

bentuxiaofeidafuduzengjia、xiaofeizheniandaigengdie、xianshangjingjibaofa、xiaoshoulianshengtaixitongbiange、pinpaijiaosedezhuanbian，shishechipinxingyede“xinchangtai”。

2025nian，zhongguoshechipinshichang（xiatuhongsebufen）youkenengdadaoquanqiuzongede50%zuoyou。

ruguofangyanquanshijie，bentuxiaofeisuiranhuiyoutisheng，danyoukexiaofeidefandangengjiamenglie（ruxiatu，hongsebufenweibentuxiaofei，huisebufenweiyoukexiaofei）。yidanyiqingdedaodafanweikongzhi，quanshijieyoukedeshechipinxiaofeihuichuxianjisuzengzhang。

xiatuxianshi，2025nianxianshangshechipinxiaofeizhanbijiangdadao30%yishang。

genjuxiamiantupianxianshi，shechipindezhengtijiagehuiyuelaiyuedi。zheiherenmendeshijixiaofeilixiangguan，yehexiaoshoumoshidebianhuaxiangguan。

guanyu2030niandeyuce，beienxiwangrenmenmingbaideshi，weilaide“shechipin”，yijingbujinjinshishechipineryile，ershiyouxiudewenhuahechuangyi。

贝恩公司（Bain & Company）

beiengongsibeiyouchengbeienziben、beienzibengongsi、baincapital。chengliyu1973nian，zongbusheyumasazhusaizhouboshidun。shiyijiaquanqiulingxiandezhanlvezixungongsi，weikehutigongzhanlve、yunying、jishu、zuzhiyijijianbinggoufangmiandezixunyewu。