报告 星期二 23rd 10 月 2018

跨越信任的鸿沟

在2013-2015年暂缓增长之后，中国奢侈品市场又重拾光彩，涨幅显著。中国消费者占全球奢侈品销售额的25%至35%，其中大部分（65%至75%）销售活动在中国境外发生。然而，随着中国与海外价差日益缩小，中国消费者正在逐渐转向国内购买，而且大部分销售额增长都来自线上渠道。在高端时装和配饰方面，线上销售目前占中国总销售额的9%。但与中国其他产品类别相比，其在线渗透率仍然较低。最令人意料不到的是，中国高端时装和配饰的线上渗透率低于其他发达市场，其它类别則通常是相反。

调研，旨在让奢侈品牌了解中国消费者对奢侈品牌消费的偏好，特别是线上渠道，并提供秘诀帮助品牌在这个不断增长且竞争激烈的市场中蓬勃发展。

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