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1、?2 0 2 3.3营 销 策 略 中 心2023 Luxury Industry Data Analysis Report报告导读2023 Luxury Industry Data Analysis Report报告导读2023 Luxury Industry Data Analysis Report?南?南?南?季?2 0 2 1?1?-2 0 2 3?2?别?G M V?登?爱?南?2022?81%?131%?南?登?南?Current Situation and Trendof Luxury IndustryPARTPART ONEONE?别?2264281220
2、2903532014?2015?2016?2017?2018?2019?2020?2021?2022?E?别?2019?2021?2022?E2030?E?&A l t a g a m m a?2 0 2 2?11%21%17%25-27%281290353540-580?21?22?扩?15%?22?2030?扩?25-27%?别?2 0 2 2?2011?2012?2013?2014?2015?2016?2017?2018?2019?2020?2021?2022?南?南?5%6%4%10%3%13%7%4.80%-19%18%-4%?南?5022
3、0090%70%31%0%10%20%30%40%50%60%70%80%90%100%050 010 0015 0020 0025 002019?2020?2021?2022?别?22?别?4%?别?扩?22?箱?31%?扩?Q u e s t M o b i l e?2 0 2 2?&?2 0 2 2?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%--12?+5.8%+4.7
4、%+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%200212022?22?扩?别?+?登?3.23?3.66?2021?Q42022?Q45.78?6.40?2021?Q42022?Q46800?9012?2021?2022?3.66?2 0 2 2?Q 4?登?6.4?2 0 2 2?Q 4?登?9012?2 0 2 2?登?G M V?50%2022?Q4?267?20
5、22?12?登?6 3.4%?2022?Q4?登?3.66?6.4?登?2021-2022?爱2021?1?2021?2?2021?3?2021?4?2021?5?2021?6?2021?7?2021?8?2021?9?2021?10?2021?11?2021?12?2022?1?2022?2?2022?3?2022?4?2022?5?2022?6?2022?7?2022?8?2022?9?2022?10?2022?11?2022?12?2023?1?2023?2?2021?2022?2021?2022?+117%+122%2021-2023?2?登?扩?2022?扩?142%?扩?81%?扩
6、?117%?122%?4.6?+81%2022?2022?4.6?=?/?2021?6.544%2022?=?/?*100%?2021?1%?2022?Top10?2022?Top10?爱?=?2022?登?爱?2022?呈?200%扩?10?TOP10?扩?爱2022?1?2022?2?2022?3?2022?4?2022?5?2022?6?2022?7?2022?8?2022?9?2022?10?2022?11?2022?12?2023?1?2023?2?22?2?23?2?22?2?23?2?+337.5%+259.5%2022?13.522?8?-23?2?30%2022?-2023?
7、2?别?+274%23?2?别?扩274%?23?2?扩?扩?337.5%?259.5%?30%?=?/?2021?22.3?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%02000040000600008000000202200320220420220520220620220720220820220920222
8、302?别?5 0 0?+?21.8%100-500?22.0%1 0-1 0 0?34.5%1 0?88.7%?别?2022?登?扩?80%?2022?登?扩?爱?扩?别?扩?2022?v s 2021?爱2021?-2023?2?202222222200320220420220520220620220720220820220920222302?+333.8%+377.4%+
9、131.1%+171.2%?116?&?2021?登?2022?扩?23?2?登?扩?131%?别?扩?171%?21?2?扩?333%?别?377%?2022?2022?Top15?爱?21?-?22?-?21?-?别?22?-?别?+70.9%+81.9%+108.8%+122.6%+151.3%+192.7%+129.8%+150.3%22?扩?扩?;Top15?2022?爱Top50?Top50?登?登?爱LV?Trainer?LV?22?LV登?登?LV2022?LV?登?Cartier登?登?登?登?登?1853?登?登?登?登?登?登?TISSOT?别?2022?19?2.55?
10、cf?22?登?爱2021?南?2022?南?2021?vs2022?别?+21%2022?扩?31%?别?扩?21%?登?2021?vs2022?2021?南?2022?南?+32%?爱13%25%31%19%19%26%30%8%21%5%23%23%59%60%58%52%61%61%66%91%77%91%70%71%28%14%11%29%20%13%4%1%3%4%7%6%20220032022042022052022062022072022082022092022212?2022?GMV?G M V?1 0 0%?14%2022?GMV
11、?25%2022?GMV?2022?GMV?扩?GMV?扩?14%?2022?扩?GMV?扩?25%?GMV Top?爱2022?GMV?Top202022?GMV?Top20 2022?GMV Top?扩?50%?2022?GMV Top?Armani?Longines?Valentino?OMEGA?Tissot?GUCCI?Coach?Tudor?Cartier?Rolex?Chanel?DIOR?VERSACE?Hermes?KenzoMCM?Mode Creation Munich?YSL?Burberry?Bvlgari?EmporioArmani?AR11244EmporioAr
12、mani?EmporioArmani?95?LV?95?/?/?/xb91903Louis Vuitton ONTHEGO?9?LONGINES?99?|?|43?|?|?GUCCI?GG Marmont?9?OMEGA?Gucci?Louis Vuitton?LV?GUCCI?Dionysus?CoachCOACH Georgie?99?LV?NONO?VERSACE?T?COACH?Lonnie Baguette?99?LV?DAUPHINE?coach?登?gucci?扩?爱?别?79%?登?别?48%?登?别?别?23?2?登?别?别?扩?登?2023?2?况?爱57%68%87%43
13、%32%13%?南?南?南?19%33%11%12%10%24%31%25%43%17%14%14%21%18%8%?南?南?南?18-2324-3031-4041-4950+?别?别?别?别?18-40?别?78%?别?18-23?2 0 2 3?2?爱3.8%11.1%13.7%24.2%24.6%22.5%2.9%9.8%12.2%25.7%27.1%22.4%4.5%12.6%17.3%21.9%21.7%21.9%?别?别?别?别?49.1%14.3%7.1%-16.4%6.3%-16.8%?2023?2?2 0 2 3?2?别?别?登?别?扩?爱?TGI?TGITGI=100T G
14、 I?/?登?登?登?23%?31%?38%?33%?20%?14%?29%?49%?9%?4%?4%?2%?48%?52%?29%?16%?59%?9%?6%?25%?爱?31%?10%?85%?78%?20%?72%?6%?7%?31%?9%?3%?13%?18%?10%?6%?2%?2%?85%?11%?2%18-2324-3031-4041-4950+?况?扩?31-40?18-23?18-23?Segmentation Insights of Luxury IndustryPARTPART TWOTWO2022?&?1 0 0%?-?37%159%2022?2022?34%31%20
15、22?2022?19%107%2022?2022?11%77%2022?2022?扩?别?扩?462%22?8?-23?2?119%22?8?-23?2?261%22?8?-23?2?2022-2023?2?-?-?-?2022?3.4233%2022?260%2022?202201 202202 202203 202204 202205 202206 202207 202208 202209 202210 202211 202212 202301 202302?Cartier?&?2022?58%94%2023?2?99%2023?2?2022?登?200%?2023?2?别?100%?别?
16、58%?-?/?/?2022?-?Top10?-?-?2022?-?Top10?22?vs21?=2 2?22?vs21?/?/?-?-?Top20?Top15?2022?登?#MakeYourOwnPath#PashaDeCartier?2022?登?-?-?-?别?-?别?-?别?44.6%55.4%14.8%10.5%31.2%17.2%26.2%3.4%10.8%14.1%24.3%24.2%23.2%?18-2324-3031-4041-4950+?65.7%34.3%30.0%9.4%27.2%14.1%19.4%2.6%9.4%12.1%25.8%26.7%23.4%30.5%6
17、9.5%4.3%15.5%36.1%28.8%15.3%3.8%12.8%17.1%24.4%20.9%21.0%2023?2?别?别?别?别?别?别?-?-?202201 202202 202203 202204 202205 202206 202207 202208 202209 202210 202211 202212 202301 202302?2022-2023?2?-?2022?3.3241%2022?132%2023?2?2022?48%2022?GMV?25%2022?15%?-?2022?Look?48%?241%?3.3?GMV?25%?2022?-?Top10?-?-?2
18、022?-?Top10?=2 2?22?vs21?22?vs21?-?-?Top20?Top15?2022?2022?-?-?-?别?-?别?-?别?64.9%35.1%24.2%12.8%30.2%14.5%18.3%3.6%10.9%13.1%25.1%25.5%21.8%?18-2324-3031-4041-4950+?75.4%24.6%39.5%9.6%24.1%12.1%14.7%2.5%9.3%11.5%26.3%28.4%21.9%83.3%16.7%8.9%11.8%34.3%29.5%15.5%11.6%18.5%14.2%20.1%19.8%15.8%2023?2?别?别
19、?18-23?别?31-49?别?别?202201 202202 202203 202204 202205 202206 202207 202208 202209 202210 202211 202212 202301 202302?-?-?L V?23?&?2022-2023?2?-?2022?49%182%2022?255%2022?2023?2?71%107%2023?2?128%2023?2?-?2022?2022?182%?255%?23?2?别?71%?2022?-?Top10?-?-?2022?-?Top10?=2 2?22?vs21?22?vs21?-?-?Top20?Top1
20、5?2022?/?2022?-?-?-?别?-?别?-?别?57.8%42.2%23.6%14.0%30.1%15.1%17.3%3.6%10.8%13.0%24.1%25.6%22.9%?18-2324-3031-4041-4950+?60.3%39.7%39.9%12.4%23.5%11.4%12.9%2.7%9.8%11.9%26.1%27.5%22.0%73.4%26.6%9.1%17.4%34.6%20.8%18.0%2.8%12.4%11.8%19.2%14.5%39.1%2023?2?别?别?18-23?别?31-49?别?别?别?别?-?-?202201 202202 2022
21、03 202204 202205 202206 202207 202208 202209 202210 202211 202212 202301 202302?&?&?2022-2023?2?-?520?2022?45%128%2022?253%2022?2022?265%194%2023?2?243%2023?2?-?2022?别?2023?2?别?194%?243%?别?265%?2022?-?Top10?-?-?2022?-?Top10?=2 2?22?vs21?22?vs21?-?-?Top20?Top15?2022?2022?+?登?-?-?-?别?-?别?-?别?53.7%46.3
22、%21.1%12.8%31.4%15.6%19.1%2.7%10.4%13.5%25.8%25.1%22.5%?18-2324-3031-4041-4950+?66.7%33.3%34.8%10.3%26.6%12.5%15.8%2.5%9.3%12.2%26.7%27.4%22.0%90.2%9.8%10.6%24.0%44.8%13.6%7.0%4.5%12.7%17.4%22.1%22.1%21.2%2023?2?别?别?90%?24-40?别?18-23?别?别?GMV Top?者?-?-?别?2022?GMV Top?-?-?4012.3?1246.3?8575.7?777?664.4?15.7?205.7?Coach?16.7?23.3?Top?Top?Top?2022?GMV Top?Coach?THANKS2 0 2 3.3营 销 策 略 中 心2023 Luxury Industry Data Analysis Report