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Subject Topic: 奢侈品再度進入漲價週期 LV將提價4%~15% Post ReplyPost New Topic
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tamotogxs
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Joined: 21 January 2013
Online Status: Offline
Posts: 6
Posted: 20 March 2013 at 03:42 | IP Logged Quote tamotogxs

專家表示,在消費者需求很強時,奢侈品牌一方面控制產量,另
一方面提高價格,以保持或者擴大自己的市場空間以及利潤空
間,而歐美市場的萎縮和中國市場的強勁勢頭也為奢侈品漲價帶
來了動力。

巴寶莉去年的盈利預警讓整個奢侈品業擔心行業增長將會放緩,
但是昨日下午grid.html">lv皮夾在港交所公佈的2012年財政年度的初步
銷售數字無疑為奢侈品行業注入了一劑強心針。財報顯示,集團
截至2013年1月31日財政年度的淨收益額為32.97億歐元(約合275
億元),較2011財政年度增加29%,按固定匯率計算,集團的銷售
額增長23%。而早前奢侈品供應商路易威登集團公佈的去年成績也
相當不錯,去年全年集團盈利同比上漲一成,銷售額大漲19%,多
賣了44億歐元(折合人民幣374.28億元)。儘管業績靚麗,但是
卻“漲聲”再起,昨日有消息稱LV將再度提價4%~15%不等。

亞太地區貢獻增長率達33%

根據PRADA財報顯示,占集團銷售總額82%的零售管道銷售額達
26.64億歐元,較2011財政年度增加36%,按固定匯率計算則增加
29%。報告指出,業務增長主要受PRADA及MIU MIU品牌的業務分別
較上一個財政年度增長33%及16%所帶動。

記者發現,亞太地區成為PRADA除歐洲以外的主要銷售地區,銷售
業績的貢獻增長率達到33%,而歐洲除義大利以外地區的銷售額增
長為36%。財報中還指出,PRADA於2012財政年度開設78間新店
鋪,截至2013年1月底的直營店總數達到461間。

然而,奢侈品牌們似乎不滿意目前的銷售額大增和淨利潤的提
高,再度打起了“提價”的主意。昨日,有消息稱由於LVMH內部
人士變動及品牌效應受到嚴重影響等多方面原因,LVMH最近決定
縮減門店,提升價格。據知情人士透露,LV各大系列包包在今年
會捲土重來一次4%~15%不等的漲價,國內的speedy30價格將從
6100元直接漲到6500元。去年10月,
lv包包
在法國提價8%至10%不等,據悉,當時國內價格並未隨之提
高。

有評論指出,LVMH將提價LV以減少開店維持形象,“這主要是由
於Louis Vuitton連續幾個季度銷售下降迫使集團採取這樣的策
略。”有消費者告訴記者,他們並不關心奢侈品牌的一系列人事
變動,但他們對價格確實極其敏感。

中國市場奢侈品需求強勁


品牌商對於漲價的解釋是,原材料、人力、稅收、通脹等因素導
致成本上升,使終端銷售產品不得不提高價格,但業內人士稱其
真正的原因是價格策略,“中國市場奢侈品需求非常強勁,奢侈
品品牌仍然保持漲價,是有意識的價格策略”。專家表示,在消
費者需求很強時,其策略導致奢侈品牌一方面控制產量,另一方
面提高價格,以保持或者擴大自己的市場空間以及利潤空間,而
歐美市場的萎縮和中國市場的強勁勢頭也為奢侈品漲價帶來了動
力。

記者瞭解到,今年以來,SK-II、香奈兒、迪奧等品牌已經相繼醞
釀漲價。有消息顯示,菲拉格慕預計將上調歐洲零售價格,升幅
為“較低的個位數”。業內分析師表示,漲價潮或將延續。
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kakakaoo
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Joined: 20 November 2017
Location: Armenia
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Posted: 10 January 2018 at 05:00 | IP Logged Quote kakakaoo

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