奢侈品时尚产业链的运营模式已经向技术性赋能和推动商品流通变化

　　——来源于Mazars和Arianee的汇报

　　- 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

　　- 新顾客和新要求推动奢侈品品牌处理可持续发展观难题,并创建跨业同盟。

　　- 奢侈品包包顾客愈来愈期待根据电子信息技术与知名品牌创建长期性、坚固的关联,得到 无缝拼接的售后维修服务、与众不同的感受和清晰度。

　　- 颇具的我国顾客,伯特一族(HENRYS——高薪职位准富裕者)和Z世世代代促进着奢侈品包包领域的转型发展与发展趋势。

　　1 December 2020, 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 with the 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 and expertly repaired and resold.

　　今年12月1号,纽约——国际性财务审计,税收和顾问公司Mazars今日公布最新报告《洞察、合作与连接:奢侈品行业商业模式的变革》。该汇报与Arianee新项目协会协作公布,表明了奢侈品包包领域怎样创建一个全新升级的运营模式,使顾客感受知名品牌并与之互动交流,及其在选购时就掌握到商品能够非常容易开展技术专业检修和出售。

　　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》包含了众多奢侈品包包领域先行者的看法,包含百年灵 (Breitling)、荷兰精典业协会 (Comité Colbert)、开云 (Kering)和江诗丹顿男表 (Vacheron Constantin),并从超出150一篇文章、汇报和别的材料中吸取精粹。

　　

　　Changing world of luxury

　　更改奢侈品包包的全球

　　The luxury business model is transforming in response to a changing world: in 2010 luxury customers spent €4.3 billion online; in 2019 that figure rose to €33.3 billion. China is now luxury’s number one growth market. And the global second-hand goods market has reached €30 billion annually, thanks to 12% average annual growth in the last five years.

　　奢侈品包包领域的运营模式正伴随着全球的持续转变而转型发展:二零一零年,奢侈品包包消费者线上消費了43亿英镑;今年,这一数据升高至333亿英镑。现阶段,中国是全世界高端消费增长速度第一的销售市场。以往五年间,全世界二手商品销售市场已做到每一年300亿英镑,年平均增长率为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.

　　汇报显示信息,已经产生的新商业模式考虑了这种消费升级人群的期待、优先选择考虑到了奢侈品包包感受、融进了合作关系,并采用了商品商品流通实践活动以追求完美更高的可持续。

　　Customer cohorts

　　消費群体

　　Luxury customers are increasingly younger and predominantly 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.

　　高端消费群体呈低龄化,而且关键来源于我国。中国是世界最大的奢侈品包包提高销售市场,有着数千万期盼选购顶尖商品的富有顾客。汇报强调,我国富有的奢侈品包包顾客是三个新的“消費群体”之一。此外,还包含:来源于中国和世界各国的伯特一族(高薪职位准富裕者),及其千禧一代和Z世世代代——她们都促进着奢侈品时尚产业链的提高发展潜力。每一个新的消費人群都是会产生以顾客为管理中心的与众不同机遇和挑战。

　　Pivoting to experiences and partnerships

　　轻松玩感受与协作

　　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 pioneering Renew programme.

　　在汇报谈及的一系列访谈中,奢侈品包包领域管理者注重,“顾客服务”已变成奢侈品包包向顾客感受变化的关键,尤其是初次售后维修服务的出示。例如,对于这些追求完美可持续性消費的消费者所发布的收购和再运用方案,在其中包含艾琳费雪(Eileen Fisher) 明确提出的具备超前性的“再造方案”。

　　Partnerships have become vital in ensuring greater transparency, circularity and sustainability. The Fashion Pact is 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.

　　在确保知名品牌清晰度、流动性和可持续的层面,合作关系已越来越尤为重要。《时尚公约》是一个取得成功合作的例子:做为一个全世界同盟,它为大中型奢侈品包包企业,如:巴宝莉(Burberry)、开云(Kering)、PRADA(Prada)和中小型奢侈品包包企业出示了一个知名品牌商品流通的服务平台。这般,他们便可完成顾客所追求完美的自然环境可持续。

　　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.

　　一些合作关系是专业为了更好地严厉打击仿冒个人行为而创建的。据统计,仿冒奢侈品包包在每一年3.8万亿英镑的仿货貿易总流量中占60%到70%。

　　New luxury technology

　　奢侈品包包领域新技术应用

　　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 live experiences 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.

　　协助奢侈品时尚知名品牌升级方式的技术革新包含:

　　- 根据数字证书来证实商品的真实有效。这一行业的先行者包含Arianee,该企业现阶段正与百年灵(Breitling) 联合开发与众不同的数据护照签证,生产商为顾客出示从选购到检修再到转卖或出让的详细的、不断的服务项目——这种服务项目均由区块链技术促进。

　　- 根据顾客的社交网络和粉丝团,为顾客出示当场感受,例如演奏会、特价活动、造型艺术预展和优选系列产品的感受机遇。

　　- 根据新的电子信息技术,如对话机器人和无线网络射频识别技术(RFID)技术性,全方位提高和提升顾客的选购感受。

　　Looking ahead: key challenges and opportunities

　　憧憬未来:挑戰和机会

　　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.

　　该汇报详细介绍了奢侈品包包领域将来关键遭遇的挑戰和机会,包含新冠病毒的危害。在其中包含了肺炎疫情怎样为奢侈品包包转卖销售市场出示附加驱动力,促进新服务项目的项目投资。在北美地区和欧州,很多年青富有的顾客失去消费力,因而转卖销售市场对她们的诱惑力越来越更高。

　　All brands are expanding their digital presence: Hermès and Tiffany, for instance, are adopting digital marketing tools such as livestreaming which they had rejected in the past.

　　全部奢侈品品牌都会扩张自身的智能化知名度:比如,hermes(Hermès)和tiffny(Tiffany)刚开始应用他们以往回绝的直播间等数字化营销专用工具。

　　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.

　　针对这些高度重视顾客对可持续性消費期待的奢侈品包包企业,这一份汇报为她们找到最光辉的市场前景——从商品商品流通和找寻回收奢侈品的解决方法刚开始。但对这种公司而言,任重道远,她们必须开发设计环境保护的新型材料和生产工艺流程,并携手并肩供应链管理小伙伴探寻可持续发展观之途。

　　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合作伙伴Isabelle Massa 表明:“奢侈品品牌一直以商品展示和市场销售的控制力而而出名。该汇报表明了她们怎样为融入新销售市场去营造全新升级的运营模式。协作使知名品牌更具有创新能力和流动性,优先选择考虑到更年青和更多元化的消費人群的商业服务实践活动正慢慢变成常态化。”她填补道:“这一份汇报表明了奢侈品品牌所采用的新方式:提高网络技术以解决肺炎疫情,并变化运营模式来创建可持续发展观业务流程,以求比过去任何时刻都更合理地服务项目全部顾客。”

　　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.”

　　ArianeeCEO兼创始人Pierre-Nicolas Hurstel 表明:“大家的科学研究結果表明了奢侈品包包领域已经历经一场巨大变化及其转变的缘故。全领域都会文化艺术和机构方面持续发展趋势,以解决新老挑戰。技术性和合作关系是这次转型的管理中心:奢侈品品牌已经找寻出示感受、服务项目和商品流通的机遇,比如转卖,来考虑越来越年轻的、具备国际视野的顾客的要求。”

　　Conscious, collaborative, connected: making over the luxury business model has been officially published on Mazars' official website. Click here to 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》已宣布公布于Mazars官网,点一下这里就可以马上获得大量深层洞悉。

　　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.

　　汉化版汇报将于二零二一年一月宣布公布,敬请期待Mazars官方网微信公众平台(微信公众号Mazars),获得大量汇报讲解。

　　

　　Methodology

　　研究思路

　　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.

　　本科学研究效仿了从今年五月至10月间,对150数篇文章内容、汇报和其他来源的文档开展的普遍的书案核查,及其对奢侈品包包领域管理者和权威专家开展的深层次采访。本汇报由Mazars与Arianee协作撰写和出版发行。

　　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.

　　有关Mazars

　　Mazars是一个全球性、一体化的合作经营关联互联网,致力于财务审计、财务会计、资询、税收和法律援助*。我们在全世界逾90个国家和地区开拓市场,有着40,400名专业人员 ,在其中包含Mazars一体化合伙制企业的24,400名技术专业工作人员及其 Mazars北美地区同盟的16,000名技术专业工作人员 ,能为全部种类顾客的每个发展趋势环节出示多方位的帮助。

　　*在可用的中国法律容许的状况下

　　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.

　　有关Arianee

　　Arianee创立于17年,是一个单独的协会,其重任是为贵重的物品的数字证书创建一个全世界规范。Arianee协议书将一个与众不同的、不能仿冒的、提高的数字证书与随意使用价值的物件融合在一起。这种数字“身份证件”为知名品牌、顾客和物件中间的互动交流沟通交流开拓了一条永久性、安全性和密名的新方式。Arianee根据区块链应用执行开源系统和区块链技术的解决方法。Arianee服务项目出示了第一个运用Arianee协议书的SaaS资格证书管理系统和挪动钱夹系统软件。

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