研究报告:今年内地奢侈品市场料升48%
贝恩公司与天猫奢品今日联合发布2020年中国奢侈品市场研究报告显示,受疫情影响以及出境游受限,今年内地奢侈品市场,经历年初的疲软之後,有望实现全年48%的增长,预计达到近3,460亿元人民币的市场规模。奢侈品线上渠道销售额增长约150%,年轻消费者对品牌推进数字化进程影响巨大。
至於今年全球奢侈品市场萎缩23%,内地的市场份额几乎翻了一番,从去年的约11%增长到2020年的20%。这种增长很有可能持续进行,中国有望在2025年占据全球奢侈品市场的最大份额。
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