2016 Market Overview 中国奢侈品行业研究报告

Chinese

2012年起，中国政府反腐力度的加大导致了部分奢侈品消费的下降，主要体现在腕表、箱包和男士服装等方面。此外，中国的奢侈品消费者越来越倾向于通过互联网来获取奢侈品方面的信息，如微博、微信和移动应用程序等。

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奢侈品

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2015年，中国奢侈品市场出现2%左右的下滑，市场规模降至约1,130亿元，腕表、男士服装和箱包类别的销量下跌是引发这一趋势的主要原因；华北和东北地区受影响最为严重。
奢侈品门店同比销量和客流量持续下降，新兴品牌也遭遇相似的情况，由此引发品牌门店关闭、谨慎网络门店扩张以及更注重核心门店的维护翻新等举措。
奢侈品消费者在数字化渠道中的参与度持续提高，品牌则将继续增加数字营销相关预算；一些品牌正在（通过品牌官网或第三方平台）试验线上渠道。

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