——来自Mazars和Arianee的报告
- New customers and new demands leading luxury brands to address sustainability concerns and build cross-sector coalitions
- Luxury customers increasingly expect sophisticated, longer-term relationship with brands, access to seamless post-sale services, unique experiences and transparency – all enabled by digital technologies
- Wealthy Chinese customers, HENRYs (high-earners-not-rich-yet) and Gen Z driving transformation and growth in luxury
- 新消费者和新需求引领奢侈品牌解决可持续发展问题,并建立跨行业联盟。
- 奢侈品消费者越来越希望通过数字技术与品牌建立长期、牢固的关系,获得无缝的售后服务、独特的体验和透明度。
- 富有的中国消费者,亨利一族(HENRYS——高薪准富裕者)和Z世代推动着奢侈品行业的转型与发展。
1December2020, London–Mazars, the international audit, tax and advisory firm, today announces the release of its new report, Conscious, collaborative, connected: making over the luxury business model. The report, published in partnership withthe Arianee project consortium, reveals how the luxury sector is shaping a new business model that allows customers to experience and engage with brands in new ways and to purchase goods knowing they can be easily andexpertly repaired and resold.
2020年12月1日,伦敦——国际审计,税务和咨询公司Mazars今天发布最新报告《洞察、合作与连接:奢侈品行业商业模式的变革》。该报告与Arianee项目联合会合作发布,揭示了奢侈品行业如何建立一个全新的商业模式,使消费者体验品牌并与之互动,以及在购买时就了解到产品可以很容易进行专业维修和转卖。
Conscious, collaborative, connected includes insights from luxury sector leaders, including Breitling, Comité Colbert, Kering and Vacheron Constantin and draws from an extensive desk review of over 150 articles, reports and other sources.
《洞察、合作与连接:奢侈品行业商业模式的变革》涵盖了诸多奢侈品行业先驱的见解,包括百年灵 (Breitling)、法国精品业联合会 (Comité Colbert)、开云 (Kering)和江诗丹顿 (Vacheron Constantin),并从超过150篇文章、报告和其他资料中汲取精华。
Changing world of luxury
改变奢侈品的世界
The luxury business model is transforming in response to a changing world: in 2010 luxury customers spent €4.3 billion online; in 2019 that figurerose to €33.3 billion. China is nowluxury’s number one growth market. And the global second-hand goods market has reached€30 billion annually, thanks to12% average annual growthin the last five years.
奢侈品行业的商业模式正随着世界的不断变化而转型:2010年,奢侈品顾客在线消费了43亿欧元;2019年,这一数字上升至333亿欧元。目前,中国是全球奢侈品消费增速第一的市场。过去五年间,全球二手商品市场已达到每年300亿欧元,年均增长率为12%。
According to the report, the new business model taking shape addresses the expectations of these new customer cohorts, prioritises luxury experiences, engages in partnerships and adopts circular practices in pursuit of greater sustainability.
报告显示,正在形成的新商业模式满足了这些新消费群体的期望、优先考虑了奢侈品体验、融入了合作关系,并采取了产品流通实践以追求更大的可持续性。
Customer cohorts
消费人群
Luxury customers are increasingly younger andpredominantly come from China. The country is the number one growth market for luxury and home to millions of wealthy customers eager to buy top-end goods. China’s wealthy luxury customers make up one of the three new ‘cohorts’ identified in the report. Other cohorts are: HENRYs (High-Earners-Not-Rich-Yet), found in China and elsewhere, and Millennials and Generation Z – both driving luxury fashion’s market growth potential. Each new cohort brings its own distinctive opportunities and pressures for client-centricity.
奢侈品消费人群呈年轻化,并且主要来自中国。中国是全球最大的奢侈品增长市场,拥有数百万渴望购买顶级产品的富裕消费者。报告指出,中国富裕的奢侈品消费者是三个新的“消费人群”之一。除此之外,还包括:来自中国和世界各地的亨利一族(高薪准富裕者),以及千禧一代和Z世代——他们都推动着奢侈品时尚产业的增长潜力。每个新的消费群体都会带来以消费者为中心的独特机遇和挑战。
Pivoting to experiences and partnerships
玩转体验与合作
Throughout a series of interviews featured in the report, luxury sector leaders highlight that ‘clienteling services’ have become the leading edge in luxury’s pivot to customer experience, especially services coming after the initial sale of a luxury product. One example is the take-back and recycling programmes for customers seeking sustainable consumption, including Eileen Fisher’s pioneeringRenewprogramme.
在报告提及的一系列采访中,奢侈品行业领导者强调,“客户服务”已成为奢侈品向消费者体验转变的核心,尤其是首次售后服务的提供。比如,针对那些追求可持续消费的顾客所推出的回收和再利用计划,其中包括艾琳费雪(Eileen Fisher) 提出的具有开拓性的“再生计划”。
Partnerships have become vital in ensuring greater transparency, circularity and sustainability.The Fashion Pactis one example of successful collaboration: a global coalition which helps major luxury Houses such as Burberry, Kering and Prada to collaborate with smaller ones by offering brand-to-brand exchanges. In doing so they deliver on the environmental sustainability promise that consumers want.
在保证品牌透明度、流通性和可持续性的方面,合作关系已变得至关重要。《时尚公约》是一个成功合作的例子:作为一个全球联盟,它为大型奢侈品公司,如:博柏利(Burberry)、开云(Kering)、普拉达(Prada)和小型奢侈品公司提供了一个品牌流通的平台。如此,它们便可实现消费者所追求的环境可持续性。
Some of these partnerships have been formed to expressly fight counterfeiting. Fake luxury merchandise is estimated to account for 60 to 70% of the €3.8 trillion of annual counterfeit trade flows.
一些合作关系是专门为了打击假冒行为而建立的。据估计,假冒奢侈品在每年3.8万亿欧元的假货贸易流量中占60%到70%。
New luxury technology
奢侈品行业新技术
Technological innovations helping luxury fashion brands to update their model include:
- Digital certification to prove the authenticity of products. Leaders in the field include Arianee, which is currently working with Breitling on a unique digital passport where the watchmaker offers watch owners a complete and continuous service from purchase to repair to resale or transfer – all powered by blockchain.
- Offering liveexperiences such as concerts, special sales, art previews and access to capsule collections – all linked to customers’ social media use and their followers.
- New digital technologies, such as chatbots and radio frequency identification (RFID) tags to speed up and smooth the customer journey.
帮助奢侈品时尚品牌更新模式的技术创新包括:
- 通过数字认证来证明产品的真实性。这一领域的先驱包括Arianee,该公司目前正与百年灵(Breitling) 合作开发独特的数字护照,制造商为消费者提供从购买到维修再到转售或转让的完整的、持续的服务——这些服务均由区块链推动。
- 通过消费者的社交媒体和粉丝群,为消费者提供现场体验,比如音乐会、特价活动、艺术预展和特选系列的体验机会。
- 通过新的数字技术,如聊天机器人和无线射频识别(RFID)技术,全面提升和优化消费者的购买体验。
Looking ahead: key challenges and opportunities
展望未来:挑战和机遇
The report covers key challenges and opportunities ahead for the luxury sector, including the impact of Covid-19. This includes how the pandemic has provided the luxury resale market with extra momentum to drive investment in new services. In North America and Europe, many of luxury’s young and affluent customers have suffered a loss of buying power, making the resale market even more attractive to them.
该报告介绍了奢侈品行业未来主要面临的挑战和机遇,包括新冠病毒的影响。其中涵盖了疫情如何为奢侈品转售市场提供额外动力,推动新服务的投资。在北美和欧洲,许多年轻富裕的消费者失去了购买力,因此转售市场对他们的吸引力变得更大。
All brands are expanding their digital presence: Hermès and Tiffany, for instance, are adoptingdigital marketing tools such as livestreaming which they had rejected in the past.
所有奢侈品牌都在扩大自己的数字化影响力:例如,爱马仕(Hermès)和蒂凡尼(Tiffany)开始使用它们过去拒绝的直播等数字化营销工具。
The report finds the brightest long-term future for luxury players that take seriously customer desire for sustainable consumption. That starts with circularity and finding solutions for recycling luxury products. But it also means going further, to develop new materials and production processes that do not harm the planet, and to bringing supply chain partners along on their sustainability journeys.
对于那些重视消费者对可持续消费期望的奢侈品公司,这份报告为他们找到了最光明的前景——从产品流通和寻找回收奢侈品的解决方案开始。但对这些企业来说,任重而道远,他们需要开发环保的新材料和生产流程,并携手供应链伙伴探索可持续发展之路。
Isabelle Massa, Partner, Mazars, says, “Luxury brands have long been known for their ability to control how their products are presented and sold. This report uncovers how they are shaping a new business model to match the new market reality. Coalitions that empower brands to be more innovative and circular, and business practices that prioritise a younger, more diverse customer base are becoming the norm.” She adds, “This report reveals the new approaches taken by luxury brands: how they are expanding their digital presence to respond to the pandemic and shifting their models to build sustainable businesses and serve all their customers more effectively than ever.”
Mazars合伙人Isabelle Massa 表示:“奢侈品牌一直以产品展示和销售的控制能力而著称。该报告揭示了他们如何为适应新市场去塑造全新的商业模式。合作使品牌更具创新性和流通性,优先考虑更年轻和更多样化的消费群体的商业实践正逐渐成为常态。”她补充道:“这份报告揭示了奢侈品牌所采取的新方法:增强电子商务以应对疫情,并转变商业模式来建立可持续发展业务,以期比以往任何时候都更有效地服务所有消费者。”
Pierre-Nicolas Hurstel, Arianee CEO and co-founder, says, “Our findings uncover how the luxury sector is undergoing a makeover, and why. The industry as a whole is evolving, culturally and organisationally, to meet new and old challenges. Technology and partnerships are at the heart of this evolution: as luxury brands find ways to deliver experiences, services, and circular opportunities like resale, so they can keep up with the demands of their increasingly younger, globally-minded customers.”
Arianee首席执行官兼联合创始人Pierre-Nicolas Hurstel 表示:“我们的研究结果揭示了奢侈品行业正在经历一场巨变以及变化的原因。全行业都在文化和组织层面不断发展,以应对新旧挑战。技术和合作关系是这场变革的中心:奢侈品牌正在寻找提供体验、服务和流通的机会,例如转售,来满足越来越年轻的、具有国际视野的消费者的需求。”
Conscious, collaborative, connected: making over the luxury business model has been officially published on Mazars' official website.Click hereto get more in-depth insights right away.
《洞察、合作与连接:奢侈品行业商业模式的变革》已正式发布于Mazars官方网站,点击此处即可立即获取更多深度洞察。
A Chinese version will be released officially in January 2021. Please follow Mazars official WeChat account (WeChat ID: Mazars) to get more interpretation of the report.
中文版报告将于2021年1月正式发布,敬请关注Mazars官方微信服务号(公众号Mazars),获取更多报告解读。
Methodology
研究方法
This study draws from an extensive desk review of over 150 articles, reports and other sources, and in-depth interviews with luxury sector leaders and experts carried out between May and September 2020. The report was created and published in partnership with Arianee.
本研究借鉴了从2020年5月至9月间,对150多篇文章、报告和其他来源的文件进行的广泛的案头审查,以及对奢侈品行业领导者和专家进行的深入访谈。本报告由Mazars与Arianee合作编写和出版。
About Mazars
Mazars is an internationally integrated partnership, specialising in audit, accountancy, advisory, tax and legal services*. Operating in over 90 countries and territories around the world, we draw on the expertise of 40,400 professionals – 24,400 in Mazars’ integrated partnership and 16,000 via the Mazars North America Alliance – to assist clients of all sizes at every stage in their development.
*where permitted under applicable country laws.
关于Mazars
Mazars是一个国际性、一体化的合伙关系网络,专注于审计、会计、咨询、税务和法律服务*。我们在全球逾90个国家和地区开展业务,拥有40,400名专业人士 ,其中包括Mazars一体化合伙制的24,400名专业人员以及 Mazars北美联盟的16,000名专业人员 ,可为所有类型消费者的各个发展阶段提供全方位的协助。
*在适用的国家法律允许的情况下
About Arianee
Founded in 2017, Arianee is an independent consortium whose mission is to build a global standard for the digital certification of valuables. The Arianee protocol makes it possible to associate a unique, unfalsifiable, and augmented digital identity with any item of value. This digital “identity card” opens up a new channel for interactions between brands, owners, and objects that is permanent, secure, and anonymous. Based on blockchain technology, the solution implemented by Arianee is open-source and decentralized. Arianee services offer the first SaaS certificate management platform and mobile wallet applications leveraging the Arianee Protocol.
关于Arianee
Arianee成立于2017年,是一个独立的联合会,其使命是为贵重物品的数字认证建立一个全球标准。Arianee协议将一个独特的、不可伪造的、增强的数字认证与任意价值的物品结合在一起。这种数字“身份证”为品牌、消费者和物品之间的互动交流开辟了一条永久、安全和匿名的新渠道。Arianee基于区块链技术实施开源和去中心化的解决方案。Arianee服务提供了首个利用Arianee协议的SaaS证书管理平台和移动钱包应用软件。
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