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䗪䩘❗⿣鉿╃俚䰕⚃⡽䫟广2023.3营销策略中心2023Luxury Industry Data Analysis Report 报告导读2023Luxury Industry Data Analysis Report报告导读2023Luxury Industry Data Analysis Report⮕卥㸉骮•䗪䩘┪溸南⿣潸⪸⫐㵽•䗪䩘氲ガ╚溸南⿣みⷀ•䗪䩘南⿣氠䨮⹴⮱✑脢俚䰕季劻•2021䌑1劓-2023䌑2劓俚䰕匡徏•勔䫟广╚勑⶿栃吙駮溸俚䰕╬䗪䩘蔦劔䌐⺬缛駉⻐駵⹴别聁㴼▄•氠䨮巆鰆ⲇ氠䨮㐃䗪䩘氲ガ┪溸傽☭㐭巆鰆ꓭ뀭•GMV䫟广╚䭰駊⶿䙰뀭•둛绻㓻䉗◝绻⹴♨┪㓻䉗•假绻㓻䉗┩绻⹴♨┬㓻䉗갫濫䗪登气爱溸┯偃⹿㺥南⿣鉿╃⻎呤䧯╬둛ꅌ⹿㺥╚溸⫐㵽巆鰆䉗㐙2022䌑焝閗뀡劓㐭乨侒ꓪ㙨䋀81%劓㐭䵎筻姍俚131%南⿣㎃㝕⿣稝╚菑銩յ硟⫐㵽巆鰆䉗㐙劅㝕菑銩յ깐劚㙨ꪍ뎧Ⲙⲇ剳䒩Ⲧն♈⿣曵呬㹾匡澚㝧ꌄ⿣曵♇ⷑ䰕⶯㚧尉㻘⛰ꪍ㹼⿣曵謿ⲹ䔶⹿䗪登♇儱南⿣⿣曵溸譻嶯ն ❗⿣鉿╃楓枱鱶ⲹCurrent Situation and Trendof Luxury IndustryPARTONE ⻑泯䝠僓♣㎈凈ꓨ亅┱㜩蜖ꁙ瓌假觝ꨆꮔ㐌譻嶯❗⿣鉿╃䉗㐙崫㷌 ⪢槊❗⿣䉗㐙工楓Ⲏꅌ㎈凈╚㎼䉗㐙⚌뀭劔労缣缩伔ⶬ⪢槊╗别❗⿣䉗㐙閕埛2192452442542642812202903532014䌑2015䌑2016䌑2017䌑2018䌑2019䌑2020䌑2021䌑2022䌑E⪢槊⻄㐌ⶔ╗别❗⿣䉗㐙ⷑ嬠⶿⛻ⶥ☳姚⩧⶿⛻ⶥ☳姚⩧2019䌑2021䌑2022䌑E2030䌑E姚嵌耘㎼傽勔╚㎼◱嵌⪼♑㐌ⶔ┿汕⪼♑㐌ⶔ俚䰕匡徏鯪䚾&Altagammaվ2022䌑⪢槊❗⿣䉗㐙漳嵱䫟广տ❗⿣䉗㐙楒㘷11%21%17%25-27%281290353540-580•⺇⪢槊泯䝠ꂛ瓨⺈䔕⿱21䌑❗⿣䉗㐙工楓㝕䋀⹹䒧22䌑扩ꅌ缣缩Ⲏ䗪蔸15%ն•⺇22䌑㝃㐌泯䝠⹹㜩╚㎼❗⿣䉗㐙⚌뀭劔䨿┬ꮴ⛰갫濫泯䝠䔕⿱ꄢ庱⭀鿪뀔駉2030䌑╚㎼⚌뀭㸞䭥缩扩ꪍꁒ25-27%䧯╬⪢槊劅㝕䉗㐙ն ╚㎼❗⿣䉗㐙ꨆみ뀭㸰䋀┬ꮴ绻┪❗⿣☆儅䗪ꅌ㙨ꪍ╚㎼别⪢槊❗⿣巆鰆뀭⹴㙨ꪍ椚╚㎼❗⿣绻┪巆鰆뀭⹴㙨ꪍ椚俚䰕匡徏锢㵊煝疵ꯗվ2022╚㎼❗⿣䫟广տ❗⿣䉗㐙楒㘷2011䌑2012䌑2013䌑2014䌑2015䌑2016䌑2017䌑2018䌑2019䌑2020䌑2021䌑2022䌑㘷⫐南⿣巆鰆㘷㜾南⿣巆鰆⶿⛻☳☭宑䉕5%6%4%10%3%13%7%4.80%-19%18%-4%㘷⫐㜾南⿣巆鰆㙨ꪍ椚5199871675220090%70%31%0%10%20%30%40%50%60%70%80%90%100%050010001500200025002019䌑2020䌑2021䌑2022䌑绻┪巆鰆뀭绻┪巆鰆⻎嬠㙨ꪍ椚⶿⛻☳别宑䉕•22䌑⺇泯䝠⹹㜩䔕⿱╚㎼别⪢槊❗⿣䉗㐙ꨆみ뀭⻎嬠┬怑4%╚㎼别㘷㜾❗⿣巆鰆䭥缩扩ꪍն•22䌑㎼ꮪ❗⿣曵㐃╚㎼绻┪☆儅箱裯◗31%溸둛ꅌ扩ꪍ䑾銣◗㎌朮嵤銣⣹㸍蔺溸绻┬ꬾ䍕☆儅┬ꮴ溸鱶ⲹն 焝閗뀡䭥缩뀖鳷氠䨮僓ꪍⷑ嬠䉂䧯╬⿣曵觝ꨆ呦䖦ꮔ㐌╚㎼瓌Ⲙ◧臅羱缂⮕鉿╃氠䨮❈氠䙰僓ꪍⷑ嬠긌氲ガ稝䌦广溸㪾♃稝㒘⮕䉘俚䰕匡徏QuestMobileվ2022╚㎼瓌Ⲙ◧臅羱䌑䍳㝕䫟广տ&վ2022╚㎼瓌Ⲙ◧臅羱⹿㺥䌑ꗞտ❗⿣䉗㐙楒㘷15.2%21.0%25.7%28.5%26.5%23.4%21.2%20.7%6.7%6.4%6.6%6.7%7.9%6.8%6.3%6.5%4.0%5.0%5.5%4.5%39.7%37.3%34.8%33.2%2019-122020-122021-122022-12焝閗뀡ⷬ僓ꄽ駗缸⻉鰑駗㐃绻閗뀡缸⻉氲ガ⪼♑+5.8%+4.7%+2.8%7.4%12.1%28.2%31.1%33.1%11.9%9.6%8.2%8.1%8.3%18.1%19.1%24.2%24.7%24.7%23.7%22.7%13.5%11.6%9.9%32.4%24.9%21.0%19.5%18.8%20182019202020212022焝閗뀡缸⻉閗뀡獘☆鰑駗䌐⺬䵎筻䑜亦⪼♑•䨗婝22䌑䌑䍐焝閗뀡䉂撬儱氠䨮䉗㐙ⷑ嬠劅둛溸䍎氠稝㒘┻䭥缩⟛䭥鿲둛扩ꪍ椚别♰溸绻┪峜䟩ⲇ겐╚䍳ꄢ庱Ⲏ䒩ն•◧臅羱긌氲ガ稝㪾♃䌦广稝㒘♈假ꭑ鰑駗յ䵎筻䑜亦⻔閗뀡㪾♃ꁙ瓌♈剉⩱⻔☆◧鿛瓌ն 䗪䩘焝閗뀡+潳乨㝙撬⚳ⲹ儱⚱㝃❗⿣曵溸觝ꨆ假ꄑ䭃俚䰕匡徏䗪登鯯䫟❗⿣䉗㐙楒㘷3.23☳3.66☳2021䌑Q42022䌑Q45.78 ☳6.40 ☳2021䌑Q42022䌑Q46800 ☳9012 ☳2021䌑⪢䌑2022䌑⪢䌑3.66☳2022䌑Q4䗪登䍎氠䌐㐭傽嵛鳢氠䨮俚6.4☳2022䌑Q4䗪登䍎氠䌐㐭劓嵛鳢氠䨮俚9012☳2022䌑⪢䌑䗪登氲ガGMV鱪50%2022䌑Q4焝閗뀡傽㐭◧Ⲙ䙰ꓪ⻎嬠㙨䋀⻼掾鰫յ駬駢谷鿛⹿瞏267☳㸉2022䌑12劓䍐䗪登䍎氠箕駉◧⪸氠䨮㸉俚⻎嬠㙨ꪍ63.4%•䨗蔸2022䌑Q4䗪登䍎氠䌐㐭傽嵛ꁒ⯒3.66☳䌐㐭劓嵛ꁒ⯒6.4☳氠䨮◧Ⲙ䙎谷皭⫐嵛鳢䍳ꌬꂛ┞婢䳀ⶬ•㐃ꂛ┞婢䈷㎷㎼宑绣䍎氠㐌⛻溸⻎僓䗪登□裯䕒◗⚱㝃❗⿣㵊䨮溸귱瀃䧯╬◗♑♰觝ꨆ溸假ꮔ㐌ն ⫐㵽謿寊尊伔ⶬ潳乨㝕瑫㐙澚瑫⮱✑둛☋㐌䐾愲䗪䩘❗⿣⫐㵽气䘒䙰閙 ❗⿣焝閗뀡俚ꓪ䭥缩㙨ꪍ◧Ⲙ묲䙎䗪ꅌ䳀ⶬ2021-2022䌑䗪䩘❗⿣焝閗뀡◧Ⲙ鱶ⲹ峜閗뀡乨侒ꓪ䭰劔侞乨侒ꓪ䗪䩘❗⿣ր⫐㵽ց气爱2021䌑1劓2021䌑2劓2021䌑3劓2021䌑4劓2021䌑5劓2021䌑6劓2021䌑7劓2021䌑8劓2021䌑9劓2021䌑10劓2021䌑11劓2021䌑12劓2022䌑1劓2022䌑2劓2022䌑3劓2022䌑4劓2022䌑5劓2022䌑6劓2022䌑7劓2022䌑8劓2022䌑9劓2022䌑10劓2022䌑11劓2022䌑12劓2023䌑1劓2023䌑2劓2021䌑2022䌑2021䌑2022䌑閗뀡掾鰫ꓪ閗뀡⮕☑ꓪ+117%+122%2021-2023䌑2劓䗪䩘❗⿣焝閗뀡乨侒ꓪ鱶ⲹ焝閗뀡乨侒ꓪ焝閗뀡俚ꓪ•䗪登❗⿣焝閗뀡俚ꓪ⹴焝閗뀡乨侒ꓪ䭥缩扩ꪍ2022䌑焝閗뀡俚ꓪ扩䋀ꁒ142%յ乨侒ꓪ扩䋀81%•㐃╝㶡閗뀡⫐㵽㕈熝┪❗⿣焝閗뀡溸◧Ⲙ묲䙎□㐃䗪ꅌ䳀ⶬ掾鰫ꓪ谷⮕☑ꓪ⮕⯋扩ꪍ117%谷122%鰫駬嬠ꁒ⯒4.6ն+81%2022䌑乨侒ꓪ⻎嬠㙨䋀2022䌑❗⿣焝閗뀡鰫駬嬠4.6鰫駬嬠=掾鰫ꓪ/駬駢ꓪ俚⡽鱴㸰騜僻氠䨮駬駢䟩䡇鱴둛2021䌑鰫駬嬠6.544%2022䌑❗⿣焝閗뀡㴟乨椚㴟乨椚=㴟俠乨侒ꓪ/ 乨侒ꓪ*100%潸鿲2021䌑㙨Ⲏ1% 䗪䩘❗⿣曵焝閗뀡⪸峜搑䍳┯⭀菑銩⿣曵⫐㵽㙨ꅌ僻兇2022䌑❗⿣焝閗뀡乨侒ꓪTop10⿣曵2022䌑❗⿣焝閗뀡乨侒ꓪ㙨ꅌTop10⿣曵䗪䩘❗⿣ր⫐㵽ց气爱鴤儅㥓溫ⷒ㐌◱눥㞃⩠尐╰參樇ⲧⲇ㛶29日羻⪳ꂽ㞻姚稌螇曄뎢♐⺜뎦峜㏉䓺긖璺=⿣曵焝閗뀡乨侒ꓪⷬ㏉䓺긖璺鱴㝕乨侒ꓪ鱴㝕•2022䌑㐃䗪登❗⿣㝧ꌄ⿣曵ⷑ䰕⫐㵽⶯㚧尉㻘ꪍ㹼⿣曵工楓ꃰ鱌爱ⲹ•2022䌑29日羻⪳յ姚稌螇⿣曵⭮呈乨侒ꓪ鱪200%扩ꪍ䳀ⶬꂀ10╗⻐姍鴳麄TOP10米屁樎յ劫呬瞏菑銩❗⿣曵乨侒ꓪ扩ꅌ僻兇ն偅屁樎劫呬倒溫㹀耘䉄묰㵂呬╰29日羻⪳ⶶ⛆㝙㟙姚稌螇┧㵂봅㵂椦 ❗⿣潳乨䐷乨ꓪ谷澚乨☭俚䭥缩㙨ꪍ◧Ⲙꓪ㝕䋀伔ⶬ䗪䩘❗⿣ր⫐㵽ց气爱2022䌑1劓2022䌑2劓2022䌑3劓2022䌑4劓2022䌑5劓2022䌑6劓2022䌑7劓2022䌑8劓2022䌑9劓2022䌑10劓2022䌑11劓2022䌑12劓2023䌑1劓2023䌑2劓22䌑2劓23䌑2劓22䌑2劓23䌑2劓潳乨掾鰫ꓪ潳乨⮕☑ꓪ+337.5%+259.5%2022䌑❗⿣潳乨鰫駬嬠13.522䌑8劓-23䌑2劓❗⿣潳乨䐷乨ꓪ⻎嬠䳀ⶬ30%2022䌑-2023䌑2劓䗪䩘❗⿣潳乨間澚别俚鱶ⲹ䗪䩘❗⿣潳乨◧Ⲙ鱶ⲹ+274%•23䌑2劓❗⿣潳乨間澚别俚⻎嬠應扩274%ꁒ⯒⸉⺮㿳⡽潳乨間澚搑䝠䭥缩鱂둛•23䌑2劓❗⿣潳乨◧Ⲙ穙䙎⻎呤應扩掾鰫ꓪյ⮕☑ꓪ⻎嬠扩䋀337.5%յ259.5%ꂀ⶯䌑䐷乨ꓪ⻎嬠䳀ⶬ30%ն鰫駬嬠=掾鰫ꓪ/駬駢ꓪ俚⡽鱴㸰騜僻氠䨮駬駢䟩䡇鱴둛2021䌑鰫駬嬠22.3 ❗⿣⮱✑脢☭俚甯婢㙨Ⲏ⮵⮱⮱✑脢㙨ꪍꁣ桍䗪䩘❗⿣ր⫐㵽ց气爱72.1%56.7%77.4%104.2%91.4%140.9%146.5%88.8%82.0%77.8%67.2%72.9%47.6%35.6%0.0%20.0%40.0%60.0%80.0%100.0%120.0%140.0%160.0%020000400006000080000100000120000140000160000202201202202202203202204202205202206202207202208202209202210202211202212202301202302⮱✑脢别俚⻎嬠㙨ꪍ椚500┧+稻╆̔21.8%100-500┧稻╆̔22.0%10-100┧稻╆̔34.5%10┧♨┬稻╆̔88.7%䗪䩘❗⿣⮱✑脢别俚鱶ⲹ⻄稻╆ꓪ绣❗⿣⮱✑脢㙨䋀䝠⬔•2022䌑䗪登┪❗⿣⫐㵽⮱✑脢俚ꓪ䭥缩┪ⶬ⻎嬠扩ꪍ80%•2022䌑䗪登❗⿣⮱✑工楓晦⹿扩ꪍ爱ⲹ⻄稻╆ꓪ绣⮱✑脢㐭㵄楓扩ꪍ⪼╚⮵⪝❗⿣⫐㵽溸⮱✑脢别俚扩Ⲏꁣ桍ն2022䌑vs2021䌑 ╭Ⲙ闒ꁒ⿣曵▣䞪⚳ⲹ⿣稝⩰鉿䉘㹾巆鰆㐙冎甯㙨愗ⲇ䗪䩘❗⿣◧Ⲙ☆儅气䘒 䗪䩘氠䨮╭Ⲙ䵎筻▣䞪䉂⫄䧯䵎筻䧯╬❗⿣╭锢闒ꁒ㐙冎䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱2021䌑-2023䌑2劓䗪䩘❗⿣潸⪸䵎筻鱶ⲹ202101202102202103202104202105202106202107202108202109202110202111202112202201202202202203202204202205202206202207202208202209202210202211202212202301202302䵎筻姍俚䵎筻☭俚+333.8%+377.4%+131.1%+171.2%┢㜼虹䗪䩘116⩧傿&儤虹•2021䌑鱎䗪登❗⿣潸⪸⫐㵽䵎筻ꓪ䭥缩謿ⲹ㐃2022䌑㵄楓晦⹿䙎扩ꪍ㐃⹷ⶥ┞ꁒ⯒㿳⡽•23䌑2劓䗪登❗⿣潸⪸⫐㵽䵎筻ꓪ⻎嬠扩ꪍ椚鱪131%䵎筻别俚扩ꪍ椚鱪171%㸉嬠21䌑2劓䵎筻ꓪ扩ꪍ椚剳儱鱪ꁩ333%䵎筻别俚鱪377%ն ❗⿣㎃㝕⿣稝䵎筻ꁹ匡둛ꅌ㙨ꪍ깐劚⿣曵䵎筻搑䍳劅둛2022䌑䗪䩘❗⿣⿣稝䵎筻둛ꅌ㙨ꪍ2022䌑䗪䩘❗⿣⿣曵駵䵎筻Top15䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱뫘僮鴤儅㥓溫29日羻⪳⺜뎦ⶶ⛆㝙㟙嶛樥䉄묰┿㵶눥㞃⩠ⷒ㐌◱ꮣ椱㹹ꂽ㞻ⲧⲇ㛶㝙唤曄뎢♐姚稌螇깐劚稝╬╭菑銩稝╬╭硟稝╬╭榓㵂稝╬╭菑銩硟깐劚榓㵂21䌑-䵎筻姍俚22䌑-䵎筻姍俚21䌑-䵎筻别俚22䌑-䵎筻别俚+70.9%+81.9%+108.8%+122.6%+151.3%+192.7%+129.8%+150.3%•22䌑❗⿣㎃㝕⿣稝䵎筻㵄楓鿲㝕䋀扩ꪍ⪼╚깐劚⿣稝뀖鳷䵎筻✅ꓪ┱扩䋀⹷睘┞菑銩յ硟⛻⮬◝┩⛻; •Top15⿣曵╚♨깐劚╬╭䩤溸⿣曵ⷑ䰕ꂀ┞⶯յ♨菑銩╬╭䩤溸⿣曵⛻⮬睘◝⛻ն 2022䌑❗⿣鉿╃搑䍳伔ⶬ⿣曵⪸峜⹴☋⿣璀蠗⹷⻔鱂둛䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱Top50搑ꬾ騅뀨Top50搑ꬾ䵎筻⪸ꨴ駵•搑ꬾ騅뀨♨❗⿣⿣稝յ⿣曵⹴痍䵴낊呬╬╭䗪登氠䨮㐃䌐⺬ꄽꁩ⪸峜潸⪸⿣稝⫐㵽錻璀蠗•搑ꬾ䵎筻⪸ꨴ駵♨☋⿣駵յ⿣曵⹴⿣稝駵╬╭☋⿣┱⿣曵⪸臅䍳鿲둛䗪登氠䨮▣䞪╭Ⲙ䵎筻♨◗闌潸⪸⿣曵娉䑑瞏潸⪸⫐㵽ն 菑銩硟깐劚榓㵂菑銩硟깐劚榓㵂菑銩硟깐劚榓㵂菑銩硟깐劚榓㵂氠䨮䵎筻僓㸉⿣曵劔鿲䒩⿣稝⢟㟲⚳ⲹ⿣稝⺪椚⩰䉘㹾䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱LVꮣꊙ◱