Name: 中國為何是全球奢侈品增長放緩的幕後推手？ (Why China Is Behind The Global Luxury Slowdown)
Uploaded: 2025-03-29T21:01:10.000Z
Duration: 3 min 42 s

to 不定詞

China used to be the promised land for the $380 billion luxury goods business.

中國曾是價值 3800 億美元奢侈品業務的希望之地。

現在進行式

Today, we're looking at why the luxury business became so dependent on China and why it's suffering now.

今天，我們要探討的是，奢侈品行業為何如此依賴中國，如今又為何備受煎熬。

我是《財富內幕》的羅伯特-弗蘭克。

And you know, luxury goods sales total about $380 billion a year.

要知道，奢侈品每年的銷售總額約為 3800 億美元。

Luxury lost 50 million consumers over the past few years.

過去幾年，奢侈品失去了 5000 萬消費者。

And that is all because they bet so big on China.

而這一切都是因為他們在中國身上下了大賭注。

But after COVID, the young Chinese stopped buying.

但在 COVID 之後，年輕的中國人就不再購買了。

And more importantly, a psychological crisis among young wealthy consumers.

更重要的是，年輕富裕消費者的心理危機。

And rather than buying stuff and status, young people wanted experiences and memories.

與購買物品和地位相比，年輕人更想要體驗和回憶。

But there's another secret reason for why luxury is suffering in China.

不過，奢侈品在中國市場受挫還有另一個祕密原因。

From watches to jewelry to fashion, even supercars, China is now making its own luxury products.

從手錶、珠寶到時裝，甚至超級跑車，中國正在製造自己的奢侈品。

And because there's a new kind of nationalism in China that values Chinese brands, luxury companies are now winning over the European brands.

由於中國出現了重視中國品牌的新民族主義，奢侈品公司正在戰勝歐洲品牌。

So I want to tell you about a watch company in China called Atelier Wen.

是以，我想向大家介紹一家名為 Atelier Wen 的中國鐘錶公司。

This is by two French people that live in China, have worked in China for years.

這是兩個在中國生活、工作多年的法國人寫的。

They just launched a new watch that is titanium.

他們剛剛推出了一款新的鈦金屬手錶。

That is a gorgeous purple color that costs $3,500.

這是一種華麗的紫色，售價 3500 美元。

A watch like that from Switzerland would cost 10 times as much.

瑞士產的同類手錶價格是它的 10 倍。

And by the way, China brands are doing the same thing with supercars, with other luxury goods.

順便提一下，中國品牌在超級跑車和其他奢侈品方面也在做同樣的事情。

And this is a big threat to the European companies.

這對歐洲公司來說是一個巨大的威脅。

The stocks of the big luxury giants like LVMH, Richemont, Kering, they all fell over 20% last year because they built so many stores in China.

LVMH、歷峰集團（Richemont）、開雲集團（Kering）等大型奢侈品巨頭的股票去年都下跌了 20% 以上，因為它們在中國建了這麼多門店。

And by the way, 10 years ago, China accounted for half of all luxury sales in the world.

順便提一下，10 年前，中國的奢侈品銷售額佔全球的一半。

他們預計這種情況會越來越多。

Instead, now China accounts for only 12% of luxury goods sales.

而現在，中國僅佔奢侈品銷售額的 12%。

There are two kinds of companies that are doing okay in China.

有兩種公司在中國發展得不錯。

The first is the very high-end companies, Hermes, Cucinelli, Lora Piana.

首先是非常高端的公司，愛馬仕、Cucinelli、Lora Piana。

Those companies sell quiet luxury and the really rich in China are still buying.

這些公司賣的是安靜的奢侈品，而中國真正的富人仍在購買。

The other companies that are doing well are those that market in a local language, in products that are geared toward a Chinese customer, and that actually feel more like China brands, even though they may be Chanel, Dior, or European brands.

其他做得好的公司是那些用當地語言進行營銷、產品面向中國客戶、實際上更像中國品牌的公司，儘管它們可能是香奈兒、迪奧或歐洲品牌。

They feel, at least to China luxury consumers, more like local companies.

至少在中國奢侈品消費者看來，它們更像是本土公司。