Name: 為什麼路易威登這麼貴？| CNBC解讀 (Why is Louis Vuitton so expensive? | CNBC Explains)
Uploaded: 2021-01-14T08:24:19.000Z
Duration: 6 min 53 s

Louis Vuitton has held the title for the world's most valuable luxury brand for more than a decade.

Louis Vuitton 已經獲得全球最有價值奢侈品的頭銜超過 10 幾年。

Its limited edition handbags can cost upwards of $55,000, that's 175 times the average cost of a new handbag in the United States.

他的限量版手提包售價高達 55,000 美元，比在美國出售的新款手提包的平均價錢高 175 倍。

程度副詞

So how does this French fashion house get away with charging so much?

所以到底這法國時尚奢侈品店是如何可以成功以高價出售商品？

Louis Vuitton's beginnings can be traced all the way to 1837.

Louis Vuitton 的開始可以回溯到 1837 年。

France was in the midst of an economic expansion, and that growth was attracting hundreds of thousands of people to the city of Paris.

法國當時正值擴張經濟之時，而經濟增長吸引了上萬人去到巴黎。

A 16-year-old Louis Vuitton was one of them.

16 歲的 Louis Vuitton 是其中一員。

He traveled 292 miles by foot to the French capital to work as a trunk maker's apprentice.

他徒步遊走了 292 英里到法國首都並到行李箱製造廠當學徒。

At the same time, steam-powered trains and ships were making travel more accessible, and the industry was booming.

在同一時期，蒸氣火車和船讓運送過程變得方便，整個行業開始蓬勃起來。

Vuitton capitalized on this when he opened his first store.

Vuitton 就是利用這一點開設第一家店。

In 1858, he debuted his new trunk design.

1858 年，行李箱的設計首次亮相。

It was rectangular, unlike its dome-shaped predecessors, making it easy to stack.

行李箱是長方形，不像以前圓頂形的設計，會更方便堆疊。

The cotton canvas fabric was lightweight, durable and waterproof, ideal for travel.

棉混帆布的布料很輕、耐用和防水，非常適合拿去旅遊。

Many call this design the birth of the modern suitcase.

很多人稱這個設計為現代行李箱的誕生。

In 1896, his son Georges Vuitton created the iconic Louis Vuitton monogram, a floral pattern with an interlocking L and V, in honor of his late father, who passed away in 1892.

1896 年，他的兒子 Georges Vuitton 設計出 Louis Vuitton 具有標誌性的字母標記 — L 和 V 互扣和旁邊帶有花卉圖案，為了紀念於 1892 年離世的爸爸。

From French royalty in the 1800s to celebrities in modern times, owning Louis Vuitton has a long history of being seen as a status symbol.

從 1800 年代的法國王室到現代的明星，長久以來擁有 LV 的產品已經成為地位的象徵。

I do really enjoy the Louis Vuitton x Supreme collaboration.

我非常欣賞 Louis Vuitton 和 Supreme 的聯名產品。

I'm so grateful to be able to wear Louis Vuitton and work so closely with the brand.

我非常感激有這個機會可以穿上 Louis Vuitton 的服飾，以及和品牌有緊密的合作。

Now you can find the famous monogram on everything, handbags, clothing, shoes, jewelry, even a toilet.

現在可以在這品牌所有的物件上找到聞名的字母標記，包括手提包、衣服、鞋子、飾品，甚至是馬桶。

The brand is worth a whopping $47 billion.

One reason Louis Vuitton products are so expensive is the high manufacturing cost.

其中一個 Louis Vuitton 的產品價格高昂的原因是製造成本高。

For example, the luxury brand produces its handbags here in France and shies away from outsourcing manufacturing to cheaper locations.

例如：奢侈品品牌的手提包在法國製造，不願外包至製造成本更低的地區。

Its collections are handmade by experienced craftspeople in Europe and the United States using expensive materials.

他們的系列產品是出自歐洲及美國經驗豐富的工匠手工製造，並且皆使用昂貴的材料。

Despite advances in technology, the company says the most advanced machinery touching its products is the humble sewing machine.

儘管科技進步了，該企業表示會接觸到其產品的先進機器，就只有看似不起眼的縫紉機。

But even the highest quality goods can lose value if there are too many of them on the market.

還有就算再品質再高，一旦市場裡有過多同樣的商品，商品也會失去價值。

That's why Louis Vuitton suspends production of a product once it hits its sales target.

所以 LV 只要商品達到銷售額後便會停產。

Often when brands produce too much of a product, they offload the extras by holding sales or selling them at discount shopping outlets.

有些品牌生產過多同樣的商品，會透過促銷或在特賣場售賣剩餘的商品。

By controlling its supply, Louis Vuitton has managed to avoid both of those things.

藉由控制產品供應的數量，LV 成功地避免了以上兩件事情的發生。

In fact, it claims to be the only brand in the world that never holds sales.

事實上，他們聲稱自己是全世界唯一沒有促銷過的品牌。

And while this helps the fashion house maintain its value, it also makes it a prime target for counterfeits.

雖然這策略有助於奢侈品店維持價值，同時也會讓它成為仿冒品的主要目標。

Louis Vuitton is the most counterfeited luxury brand in the world.

LV 是全球最多仿製品的奢侈品品牌。

In 2018, its products made up over half of the fake luxury products found on the market.

在 2018 年，他們的商品在仿製市場就佔超過一半。

Experts are saying there are many counterfeits on the market because the brand's classic style has virtually been the same for the last 150 years, giving those on the black market time to create near-perfect imitations.

有專家認為過去的 150 年，因品牌的經典款式維持不變，讓黑市有時間可以製造出接近完美的仿冒品。

The counterfeiting of goods from luxury brands has become so widespread that e-commerce giants like Amazon and Alibaba have started cracking down.

假冒奢侈品牌的商品已經變得愈來愈普遍，以至於 Amazon 和阿里巴巴等電子商務平台的巨頭開始打擊這種行為。

For example, Alibaba seized almost half a billion dollars in counterfeit goods in 2018.

於 2018 年阿里巴巴就已查獲價值超過 5 億美元的仿製品。

Although Louis Vuitton had its humble beginnings here in France, its developed marketing strategies to attract a large following in other countries.

雖然 LV 在法國的起步表現並不理想，但強大的行銷策略吸引各國眾多的追隨者。

These strategies have been especially effective in China, one of Louis Vuitton's most crucial markets.

中國作為 LV 最重要的市場，這些行銷策略在中國尤其有效。

The brand had its eye on this market as far back as 1992, when it became the first foreign luxury brand to open a physical store in the country.

LV 早在1992 年就開始關注中國市場，LV 更成為第一間在中國開實體店面的國外奢侈品品牌。

China was still seen as an emerging economy at the time.

中國當時還是被視為一個新興經濟體。

Bernard Arnault, the man at the helm of Louis Vuitton's parent company LVMH, even said there were more bicycles than cars at the time of the launch.

掌管 LV 母公司 LVMH 的 Bernard Arnault 更說過，當時路上的腳踏車比汽車還多。

With China's ascension as an economic superpower, its growing middle class and high net worth individuals have grown.

隨著中國上升至經濟大國之位，他們的中產和高淨值資產人士的市場也隨之增長。

That's made the country a lucrative market for luxury brands.

奢侈品牌在中國這個市場可說是獲利不少。

Chinese consumers at home and abroad spent $115 billion on luxury items in 2018.

2018 年，不論在國內或國外的中國消費者共花了 1,150 億美元在奢侈品上。

That's one-third of the global spend, with each luxury-consuming household spending an average of almost $12,000 per year.

是全球消費的 1/3，而每個消費奢侈品的家庭平均每年會花近 12,000 美元。

By 2025, Chinese consumers will account for 40% of total global spending.

至 2025，中國消費者將會佔全球消費總額的 40%。

這整個市場的需求把價格拉高。

In China, goods from luxury brands such as Louis Vuitton are 21% more expensive than the global average.

在中國的奢侈品牌商品的價格，像 Louis Vuitton 的是比世界平均的貴百分之二十一。

That means the average Chinese consumer is paying an extra $420 dollars for a $2,000 handbag.

也就是說平均每個中國消費者會多付 420 美元買一個價值 2,000 美元的手提包。

這樣的價格飆漲長期下來會是很大的花費。

So much so that some wealthy buyers have started hiring agents to purchase luxury brands for them overseas.

所以有些有錢的買家開始請代購在國外購買精品。

Luxury goods go for 22% less than the global average in France and Italy.

精品在法國和義大利的價格比全球平均的低百分之二十二。

The same $2,000 handbag would end up costing a Chinese buyer $860 less in France than if they'd bought it at home.

同樣一個價值 2,000 美元的手提包，中國買家最後在法國買到的會比在中國的便宜 860 美元。

Despite being more than 150 years old, the brand is now focused on finding ways to appeal to younger, affluent audiences.

儘管已經有超過 150 年的歷史，但這品牌現在設法把市場打進年輕富裕的族群。

It's brought on board influencers like Sophie Turner, Chloë Grace Moretz and Kris Wu.

LV 吸引了像 Sophie Turner、ChloëGraceMoretz 和 吳亦凡等有影響力的名人。

And while the actors appear in traditional Louis Vuitton ads, they also post photos of themselves wearing the designer on their Instagram or WeChat accounts.

影星會出現在 LV 傳統的廣告裡，會把他們穿著 LV 服飾的照片上傳至在微信或 Instagram 的帳號。

Kris Wu has been the face of another strategic move, its streetwear collection.

吳亦凡跟 LV 另一方面的策略有關 — 街頭風系列。

The streetwear culture, popularized by designers such as Virgil Abloh and Kanye West, was seeping into the luxury industry, and appealing to younger people around the world.

由 Virgil Abloh 和 Kayne West 等設計師所引領的街頭風文化正滲透至奢侈品中，並逐漸吸引世界各地的年輕人。

Louis Vuitton wanted to capitalize on this and in 2018, it announced perhaps the most influential streetwear designer, Virgil Abloh, as its creative director for menswear.

而 LV 希望透過這風潮從中獲利，因此在 2018 年宣佈最具影響力的街頭風服裝設計師 Virgil Abloh 有可能會擔任他們的男裝藝術總監。

The company borrowed a distribution and pricing strategy from streetwear culture, the drop model, meaning it releases a limited number of items over a short time period.

LV 借鑒街頭時尚文化中的分銷和定價策略，意思是在一段時間內所售出數量有限。

For example, this pop-up space in London launched Abloh's debut collection as Artistic Director.

像這家在倫敦的快閃店推出 Abloh 擔任藝術總監後的首個系列產品。

The collection was only available for a week.

Because there were so few items and a time limit, consumers flocked to the shop, where hoodies were selling for as high as $2,395.

就因為只有少量商品且上架時間有限，消費者會蜂擁而至，在店裡賣的連帽上衣的售價高達 2,395 美元。

These strategies and of course the hefty prices have helped Louis Vuitton to hold on to its title as the world's most valuable luxury brand.

這些行銷策略以及高單價當然有助於 LV 穩住全球最有價值奢侈品品牌的頭銜。

But as younger consumers begin to make up more purchases, it's going to need to keep evolving to hold on to its seat at the top.

但現在年輕消費者開始買愈來愈多他們的商品，所以他們要不斷發展以繼續立足於頂端。

Thank you so much for watching my video on Louis Vuitton.

謝謝你們收看關於我介紹 Louis Vuitton 的影片。

不知道你會花多少錢買一個包包？

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為什麼路易威登這麼貴？| CNBC解讀 (Why is Louis Vuitton so expensive? | CNBC Explains)

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