您的浏览器禁用了JavaScript(一种计算机语言,用以实现您与网页的交互),请解除该禁用,或者联系我们。[新榜]:2022奢侈品行业小红书营销生态报告 - 发现报告
当前位置:首页/行业研究/报告详情/

2022奢侈品行业小红书营销生态报告

商贸零售2022-11-14新榜机构上传
2022奢侈品行业小红书营销生态报告

䎂〵倝嚸翫䩛〄䋒帿Ⰶ灇瑕㤱⢸ᄩᄩ晥ㄤ넞畮ᄩ晥㖈䎂〵♳涸邍梡䎇䲿哔湱䎾涸鍒ꅺ♸峯錛կ㤱⢸ᄩㄤ넞畮ᄩ晥㖈霪䎂〵♳佐佪㥵⡦➭又⿶䎾㥵⡦䩧鸣湱Ⱒ涸䧶殜ㄤ䧶助䧮又䖎虽䎋腊㢿♸倝嚸Ⱏずざ⡲鵯♧고湡⛲ず呋劍䖉〳⟄ㄤ⡹Ⱏず䱲程շ2022㤱⢸ᄩ遤⚌㼭紤⛼蠒Ꝉ欰䙖䫣デո涸刿㢴絈蒜կ⵸鎊DLGPABLOMAURONざ⠑➃Ⱟ⚥㕂勹袙✲䚪絑椚DLG(DigitalLuxuryGroup)ꥥ满ᄩ晥鷶姿㖈务㕂的㣐Ⱖ侨㶶庈麤涸䋒㽷㼭紤⛼鵯♧⚺䩧霉雿ㄤⴔ❧涸爢❜䎂〵⛲䧭⚹➭又♴♧⚡叻涸կ㼭紤⛼剒傍⟄假康ㄤ餝暟ⴔ❧䎂〵饰㹻罜➚䊺䧭⚹劥㖑嶊餩罏假玐涸ꅾ銳絆䧭鿈ⴔկ㖈鵂⿡涸Ⳝ䎃ⰻDLGDigitalLuxuryGroup⛲䒓㨤䱹ⵌ䠁勻䠁㢴勻荈㕂꣢㤱⢸ᄩㄤ넞畮ᄩ晥㼆✵㼭紤⛼涸崡霧ˋˋ䧮又僽や䎾霪Ⰶ끸㼭紤⛼䧮又䎾霪㖈㼭紤⛼♳⨞➊⛎䧮又㥵⡦ⴼ倗荈䊹㖈㼭紤⛼♳涸絫佪㛇✵姼䧮又⛲䠑霋ⵌ㽴盗鵯♧䎂〵剎岤ꅾ✵繠㥿곭㚖告嶊餩罏䗱兰⛲䒓㨤〄欰鲮」勻荈♶ずᄩ碫涸㤱⢸ᄩᄩ晥⛲䒓㨤〄䱡㼭紤⛼鵯♧庈麤䎇⦶姼䲿巛Ⱖ〡烵䕧ᆄ⸂կDLG䌢䎃♸㤱⢸ᄩㄤ넞畮ᄩ晥㖈歏(休)ծCRMծ錠錣⴯䠑ㄤ爢❜㯮⡤瘝侨㶶곭㚖㾝䒓ざ⡲㔔姼䧮又⛲Ɀ㹁䩧鸣务㕂䋑㖞♳곭⯓涸ꛏ㼆넞畮嶊餩ᄩ⿺㤱⢸ᄩ涸㼭紤⛼遤⚌㛇ⲥ荝⸂✵䌐⸔ᄩ晥邂ꆀ➭又㖈鵯♧䎂〵♳涸⡙縨⟄⿺剣涸佞濶㖑䲿넞➭又㖈㼭紤⛼♳涸佐渤կ劥妃䫣デ䧮又鷥䭊♸䋑㖞♳곭⯓涸㯮⡤ⰻ㺂㣐侨研ⴔ區2皍➝ 䧮僽倝嚸翫ざ⴯㨤➃Ⱟ䚪鄪꣥絶㸙ꬋ䌢虽䎋姼妃〳⟄ㄤDLGDigitalLuxuryGroup鴪䧭㛇✵㼭紤⛼䎂〵涸㤱⢸ᄩ蠒Ꝉ侨研䫣デざ⡲կ倝嚸僽♧㹻⟄侨研끮⸓涸ⰻ㺂猰䪮Ⱆ尽呍䗱⚌⸉巑渷ⰻ㺂蠒Ꝉㄤ⟱⚌剪⸉⚙㣐垷㗌կ侨研僽倝嚸涸用魧⛓劥鵛䎃勻䧮又灇〄✫銻渷䫐갉ծ錠곸〿ծ㼭紤⛼ծ䘯䩛ծ㆏ㆫ㆏ㆫㄤ銯檗錠곸Ⱉ㣐瀊錠곸䎂〵涸侨研ⴔ區❡ᄩ⚹㹐䨪㖈ᄩ晥䫏佞ծⰻ㺂蠒Ꝉծ倝㯮⡤鵘蠒瘝㢴⚌⸉㖞兞♴䲿哔⟱⚌ⰻ㺂餴❡盗椚鍒Ɀ倰呩կⰦ务姼妃ざ⡲涸倝紤侨研僽倝嚸鵛⚙䎃欽䨪㟞鸟剒䘯涸䎂〵侨研䊨Ⱘ⛓♧Ⱘ剣⯎駈䚍넞銻渷呋劥ծ⚪㺢涸⸆腊㖞兞⻊䎾欽瘝❡ᄩ⠏⸷կ姼妃倝嚸䶀䩛DLG㽠㤱⢸ᄩᄩ晥㖈务㕂䋑㖞涸蠒Ꝉ瘻殜暵ⵆ僽㼭紤⛼䎂〵瘻殜鵳遤✫帿䏞侨研ⴔ區կ偽雿僽侨研ッ梡涸2021䎃劣䊺䧭⚹㤱⢸ᄩᄩ晥꧋务涸猫虊〄⸂劍鵮僽➚䎃䎃䎃ⴲ霽㢴ᄩ晥康ⴎ剣⡮㖑⢪欽✽⸓佪卓刿㥩涸务舸鿈鴪➃䧮又鿪〳⟄溏ⵌ㤱⢸ᄩ㖈♶倗⹄侓霚宐倝爢❜䎂〵倝梖岁⟄刿⚁⚌涸䎂〵瘻殜㹊梡猫虊鲮⻊կ陈维宇.创始人兼总裁新榜⵸鎊倝嚸ⱄ妃䠭靧DLG涸掚䞔鼜霼ꬋ䌢虽䎋〳⟄ㄤ鵯呋涸⚁⚌劼匬♧饰剪⸉✵㤱⢸ᄩᄩ晥㹐䨪կ䧮又湱⥌䧮又㼜⚹㹐䨪䌄勻刿㢴戶剣䧭佪涸侨研剪⸉ㄤⰻ㺂蠒Ꝉ鍒Ɀ倰呩կ皍➝3 䧮又㖈劥妃䫣デ务的㣐✫灇瑕薴㔵巑渷✫㼭紤⛼欰䙖♴傞㼿ծ繠㥿ծ棟㹈臿邍⟄⿺袕蟎ꂊ♸捘ꂊ㔋⚡ᄩ碫涸㤱⢸ᄩㄤ넞咓ᄩ晥Ⱘ剣去邍䚍涸呋劥կ姼㢪劥妃呋劥⛲罌贊ⵌ✫ぐᄩ碫涸嫱⢾ㄤ幷鷳桧ծ「⠍錞垷ծᄩ晥崞⸓宐䎂䎇ⶂꤑ✫猌纈餖〿կ劥灇瑕⺫ゎ涸䨾剣䱗ぜ㖲⟄侨研䲿》涸傞劍⚹ⲥ〳腊♸霪ᄩ晥㖈㼭紤⛼♳涸梡朐剣䨾⨊䊵կ㖈䗳銳涸䞔ⲃ♴⛲⠔䱗ꤑ㔔爢纈錞垷鵂㼭䧴Ⱖ➭僈儑䞔ⲃ❡欰涸侨研䒗䌢ㄤ猌纈⧩կü157⚡㤱⢸ᄩ⿺넞畮ᄩ晥ü磋⚏侨ꆀ㖈100荛480,000⚡⛓ꢂüⰙ⚡剢涸侨䰘ワ劍倰岁雿灇瑕薴㔵31%29%34%6%傞㼿繠㥿棟㹈臿邍袕蟎ꂊ♸捘ꂊ侨䰘ワ劍2021䎃9剢荛2022䎃2剢皍➝4 皍➝5AcquaDiParma䋪㼷桾⛓宐AERINAesop⟻程AtelierCologne岁㕂妍铂BobbiBrown蓹嫱岚剽BVLGARI㹈呔⚽껺孧BYTERRY岲蓼BYREDOCHALING蘡抳CharlotteTilburyChristianLouboutin騟꜉䒁繠㥿CPB聝肌⛓ꛬDARPHIN劳唞DIORBEAUTYLOVERSDIPTYQUEEVELOMFredericMalle꼎끩㼷fresh꼎謟霜GIVENCHY紬唞䋞繠㥿Guerlain㪸ⰞHR饟蜠㫪JOMALONELONDON鹅桾铂KENZOⳭ戶KILIANⳭⵄ㸝LAMER嵳覰⛓靡MaisonMargiela끩し䬘껺孧MAKEUPFOREVERMarcJacobs蜒匊껺宐NARSSHISEIDO餴欰㛔Sisley岁㕂䋞䙼랫SK-IISKINCEUTICALS⥝⚽〳TomFordBeautyUrbanDecayVALENTINO繠㥿VALMONT岁⯄削YSL㖁縄Ⱎ繠㥿꣚桾㽲ArmaniBeauty럄梷猰괃孒KiehlsⰞ誇LANCOME♳嵳POLA껺㣽⯄繠㥿ꨓ蔄猖꧈霜Ⱎ럄⟻⚽蛎涯꧈곦嗃勠猖⚥㕂蘔蛁誇JurliqueAlexanderMcQueenamiparisARMANI꣚桾㽲BalenciagaBally⚥㕂BerlutiBrioni䋒ꅽ㤵㽲BRUNELLOCUCINELLIBurberryCanadaGoose⸈䭭㣐뚧CELINE䙼楧ChloéChristianLouboutin騟꜉䒄Coach誇끭DIOR鶓㤵DVFFENDIFerragamo螨䬘呔䢏GENTLEMONSTERGiuseppeZanottiGIVENCHY紬唞䋞GUCCIHUGOBOSSIsabelMarantJimmyChooKENZOLANCELLanvin嵠ⳝLOEWE縄䠑㪭MaisonMargiela끩し䬘MARCJACOBSMARNIMAX&Co.MaxMaraMCMMoncler湅〳滸PacoRabannePrada兜䬘鴪RalphLauren䬘㣗⸣⠡RogerVivier縄匊絶絶❇SergioRossiSHANGXIA♳♴StellaMcCartneyStoneIsland瀖㣢䀙StuartWeitzman䙼綉꯷削TODSVALENTINOVERAWANG⚥㕂VERSACE薴䙼ㆹ铂낥Longchamp騟僒㪭涬♳嵳忢ShanghaiTangAPMMonacoBLANCPAIN㹈梵Boucheron㹈霜륫BREGUET㹈桳BREITLING涰䎃抳Buccellati䋒㤎䬘䲿BVLGARI㹈呔⚽Chopard蠕齥DeBeers䨥嫱㼷倛FRANCKMULLER岁琁ⰞFRED信涬GRAFF呔䬘㣗HarryWinston嵳榰庛倛곦HUBLOT㸙菱邍JohnHardyMessika哆銯气MIKIMOTO䖵加劥PANDORA棟㹈PIAGET⠭昽Pomellato㹈削Ⱎ劳QeelinRADO榰㡦ꨭ鴪邍TMARKTiffany裥蓆㽲VanCleefArpels唞⯘꧈㹈ZENITH溫⸂傞㹈룅蜟䨥嫱㼷倛宕䛎皮雵䗞㕂剽呔呔䬘蔼裥韭⴯獤㹻Jaeger-LeCoultre寐霜⚸곦VacheronConstantin气㖑❇Cartier嵠楩邍縄匊勭䕹RogerDubuisぜ㡦邍妍碛薷尬紵嵳Panerai榰㡦㣔唍邍Tissot倶廾峫⚆㣼SWAROVSKI♰㹈륫MONTBLANC靧榰뜾꧈Ⱙ邍UlysseNardin꧈⯘䗞縄JaquetDrozワ㣐犷ワ欰欰棟㹈傞㼿繠㥿棟㹈臿邍袕蟎ꂊ♸捘ꂊ倰岁雿ᄩ晥CHANDON㢙呸LOUISXIIIMOETꂳ䝝껺茱PerrierJouet繠⚽傞⯕RemyMartin➃㣢끩涰륁㗐Ballantine's絟㼆⠃暵⸈⚥㕂ば䏞⸂㪸ꂊ끩晄ⵄMARTELL鲫㽲霜Hennessy 03〡烵⠛乄36猫虊疴雵37鴪➃ざ⡲41湡䔶01嚋錢7磋⚏爢纈8㟞Ɤ桧11欽䨪歘⫸1602荈剣庈麤17〄䋒곸桧18ⰻ㺂20✽⸓25䬄㤙疴雵3304➰餩蠒Ꝉ43(休)⚌疴雵44䎛デ52 01嚋錢磋⚏爢纈8㟞Ɤ桧11欽䨪歘⫸16霪鿈ⴔ雭雿✫㼭紤⛼ⰻ遤⚌涸㛇劥䭷叻⺫䭍磋⚏爢纈錞垷ㄤ欽䨪歘⫸ 01嚋錢磋⚏爢纈爢纈錞垷㼭紤⛼♳涸⵸宀㣐㤱⢸ᄩᄩ晥餖〿⚥鹫巾侨勻荈繠㥿ᄩ碫鵯邍僈霪ᄩ碫㖈䎂〵⚥➠毛研⚺㼋㖑⡙䭆剣剒䏐㣐涸磋⚏㛇炄կ鵯䎇♶駈⚹㣼կ㼭紤⛼⟄假遤湡涸㖑䲀虛ㄤ霉雿䎂〵饰㹻た勻鷶幯鲮」⚹❡ᄩⴔ❧涸爢纈㖈鵯⚡鵂玐⚥繠㥿ᄩ晥桧⯓鵳끸✫㼭紤⛼կ⡎㣢鿈㤱⢸儗㼿ᄩ晥⛲䒓㨤㖈霪䎂〵⚥鷶姿獤稡➃孞嫱㥵DiorծLouisVuittonㄤGucci梡䊺騯魧⵸宀կ鵯⛲㾝梡✫Ⱖ➭㤱⢸ᄩᄩ碫㼆鵯♧䎂〵蟟欰涸Ⱓ荝կ䱗ぜᄩ晥ᄩ碫12345678910繠㥿繠㥿繠㥿繠㥿傞㼿傞㼿傞㼿繠㥿繠㥿繠㥿LancômeEstée LauderKiehl’sLaMerDiorShuUemuraLouisVuittonGucciArmani BeautyMake Up For Ever8 123380,066La Mer4315,031Shu Uemura5279,595Armani Beauty䱗ぜᄩ晥磋⚏侨460,890Lancôme䱗ぜᄩ晥磋⚏侨1373,165Dior2302,333Louis Vuitton3285,716Gucci496,048Coach594,701Longchamp2130,535Tiffany & Co.51246,487ワ㣐犷393,975Cartier4䱗ぜᄩ晥磋⚏侨63,306Bulgari66,446Swarovski14,122Hennessy41,118Rémy Martin5815Chandon31,768Martell23,513Louis XIII䱗ぜᄩ晥磋⚏侨459,722Estée Lauder01嚋錢傞㼿繠㥿棟㹈臿邍袕蟎ꂊ♸捘ꂊ磋⚏爢纈爢纈錞垷㽠磋⚏侨ꆀ罜鎊傞㼿ㄤ繠㥿僽㼭紤⛼♳剒⚹瑲ⴀ涸⚙⚡ᄩ碫䭆剣剒䏐㣐涸磋⚏㛇炄կ罜袕蟎ꂊㄤ捘ꂊ♶➑僽呋劥务磋⚏㛇炄剒㼭涸ᄩ碫㖈䎂〵♳涸封㾝⛲剒♶䧭擿կ9 050100150200250300350400450500ぐᄩ碫磋⚏侨ꆀⴔ䋒繠㥿傞㼿棟㹈臿邍袕蟎ꂊ♸捘ꂊ♳愿㾝爙✫嫦⚡ᄩ碫爢纈錞垷涸剒㣐⧩ㄤ剒㼭⧩⟄⿺霪ᄩ碫Ⱙ㘗ᄩ晥爢纈錞垷涸ⴔ䋒⟄叙䕎Ɤ䏞䨾爙կ繠㥿ᄩ晥涸磋⚏侨鵴馄Ⱖ➭ᄩ碫㥵卓♶罌贊猌纈⧩涸霢鵯♧ᄩ碫㣐㢴侨ᄩ晥涸爢纈錞垷欨荛馄鵂Ⱖ➭ᄩ碫涸넞⡙ᄩ晥կ磋⚏爢纈爢纈錞垷湡⵸袕蟎ꂊ♸峕ꂊᄩ碫务涸㤱⢸ᄩᄩ晥ㄤ넞畮ᄩ晥㖈㼭紤⛼♳鵮♶㢿䧭擿կ鵯♧ᄩ碫涸ᄩ晥磋⚏錞垷ꬋ䌢㼭鵴⡛✵䫣デ务Ⱖ➭ᄩ碫涸䎂㖲錞垷կ傞㼿ㄤ棟㹈臿邍ᄩ碫涸磋⚏錞垷鳅⚹湱⡃告➠僈儑㼭✵繠㥿ᄩ碫կ01嚋錢高位值25%LancômeEsteéLauderDiorCartierTiffany & Co.ワ㣐犷平均值低位值25%离群值尢磋⚏侨中位值50%Louis VuittonGucci研錜㻋湱嫱繠㥿ᄩ碫傞㼿ㄤ棟㹈臿邍ᄩ碫ᄩ晥㶸㖈刿㢴涸猌纈呋劥կ侨研鵮儑爙㼭紤⛼务湱䔲㢴涸㤱⢸ᄩㄤ넞咓ᄩ晥爢纈錞垷➠逢鳅㼭䟝銳蜦》刿㢴涸磋⚏侨ꆀᄩ晥鵮꨽➰霽♧㹁涸⸖⸂կ10 CATEGORYStuart Weitzman2.11%43Giuseppe Zanotti1.82%44Coach1.02%45MCM0.65%46ᄩ碫㖲⧩10.01%Louis Vuitton2.33%42䱗ぜᄩ晥㟞Ɤ桧1Prada11463.35%2Ralph Lauren129.07%4Alexander McQueen32.81%3Canada Goose75.85%5MAX&Co.30.57%磋⚏㟞Ɤ桧傞㼿岤➑剣46⚡傞㼿ᄩ晥雦Ⰶ㟞Ɤ桧䱗ぜPradaRalph LaurenCanada Goose*侔挿㣐㼭➿䭷餖〿爢纈侨ꆀ猌纈呋劥劢⺫ゎ㖈㕃邍⚥01嚋錢Alexander McQueenMAX&Co.Vera WangIsabel MarantMax MaraValentinoBrioniArmaniChloéMarniKenzoMonclerGucciAmi ParisDiorTODSBurberryFENDILongchampLoeweLouis Vuitton0%5%10 %15 %20 %25 %30 %35 %02040608010 0剢䎂㖲㟞Ɤ桧净增长粉丝数千傞㼿11 CATEGORY䱗ぜᄩ晥㟞Ɤ桧1Decorté2Byredo4Kilian3Atelier Cologne5Armani BeautyAerin44SK-II45U