天貓奢品升級雙頻道戰略 推出折扣頻道“魅力惠MEI”
5月20日，天貓奢侈品折扣業務全面升級，整合直營、折扣頻道Luxury Soho和魅力惠，推出全新的奢侈品折扣聚合頻道“魅力惠MEI”，以全新的品牌和升級的服務滿足越來越多最會買也熱衷淘奢侈品的消費者。
目前，消費者打開手機淘寶，搜索“魅力惠”即可進入全新頻道，不僅能選購平台精挑細選的高性價比折扣奢品，並能在每日更新的《超惠選》及《孤品撿漏》欄目中體驗個性化的導購服務，獲取定製化的專屬推薦榜單。除掃碼溯源和正品驗真的基礎保障，消費者還可享受專屬包裝和個性定製，一鍵上門保修保養等新服務也將陸續上線。
作為國內消費者接觸奢侈品最主要入口之一，升級後的天貓奢品正式啟動“雙頻道”戰略：由天貓奢品Luxury Pavilion和魅力惠MEI雙頻道雙軌運營，構建成一個完整的奢侈品線上消費服務平台。
其中正價頻道Luxury Pavilion為品牌官方旗艦店入駐模式，新品貨品專櫃同步，品牌權益共享，目前已有來自頂級奢侈品集團的200多個全球奢侈品牌官方旗艦店入駐，覆蓋服飾、美粧、珠寶腕錶等品類。
而魅力惠MEI則為官方直營全球折扣奢侈品頻道，主打性價比，致力於為用户精選來自全球及全平台極致性價比的奢品好貨，精選超400個奢侈品牌、潮流品牌及設計師品牌。
“這幾年，國內線上奢侈品市場快速發展，奢侈品品牌在中國的數字化進程提速，消費者需求也日益細分和差異化。”天貓奢品總經理王瑋蓁表示，最會買、最會淘的消費者都匯聚在天貓，對高性價比折扣奢品的需求增多，平台希望更好地滿足多元人羣的需求。
過去一年，全球疫情下出境遊熔斷，奢侈品消費加速線上化。貝恩發佈的中國奢侈品市場研究報吿顯示，2020全球奢侈品市場萎縮23%，但中國境內奢侈品消費逆勢上揚48%，到2025年中國有望成為全球最大的奢侈品市場，其中以天貓為代表的電商渠道將持續引領線上增長。
2020年以來，天貓出現奢侈品品牌集中入駐潮，卡地亞Cartier、古馳Gucci、普拉達Prada、巴黎世家Balenciaga、阿瑪尼Armani等奢侈品大牌陸續開店，積極在天貓推進品牌數字化轉型。
有研究表明，中國奢侈品消費潛力巨大的城市超過200個，而天貓由於可覆蓋許多奢侈品門店尚未覆蓋的區域，可以助力品牌一站觸達中國最豐富的消費羣體。
“許多新興的奢侈品消費人羣在天貓湧現，助力品牌加速拓展潛在客羣。”據王瑋蓁介紹，小城青年、入門新人、大城中產、潮流追隨、資深買手是目前天貓奢侈品消費的主力軍。
此外，為豐富線上奢侈品消費體驗，天貓利用平台數字化技術，為奢侈品品牌旗艦店配備AR試裝、3D店鋪展示、線上展覽、定製化服務等，讓品牌以更親民、更年輕的方式與線上消費者溝通。
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