2023年一季度隨著中國奢侈品市場的復蘇，多個奢侈品品牌在中國的門店煥新重啟，路威酩軒集團(LVMH)、愛馬仕等頂級奢侈品牌銷售額大幅增長。

 

 

Leading international luxury brands have posted strong growth, boosted by a recovering Chinese luxury market in the first quarter, with more new stores and upgraded digital experiences from luxury houses attracting a rising number of local mid-to-high income consumers.

在一季度中國奢侈品市場復蘇的推動下，多家奢侈品品牌門店煥新重啟和數字體驗升級吸引了更多當地中高收入消費者，國際頂級奢侈品品牌銷售額強勁增長。

 

LVMH, the world's leading luxury products group with 75 brands under its umbrella, said first-quarter sales grew 14 percent in Asia, excluding Japan, compared with an 8 percent decline in the fourth quarter last year. The group said it expects China to drive growth in 2023.

旗下擁有75個品牌的世界頂級奢侈品集團LVMH表示，第一季度，除日本以外其他亞洲地區銷售額同比增長14%，較去年第四季度下降8%大幅好轉。LVMH也預計中國將持續推動2023年業績增長。

 

Hermes Group said its first quarter has seen its Asia market, excluding Japan, grow 23 percent. It has pursued strong momentum in the Chinese market and across the region.

法國奢侈品品牌愛馬仕表示，今年一季度除日本以外的亞洲市場銷售額增長23%，在大中華區乃至整個亞洲地區都保持強勁勢頭。

 

In January, Hermes' Nanjing store in Jiangsu province reopened at a new address after renovation and expansion. On April 17, the company opened its newly renovated and expanded store in the historic Peninsula Hotel in Beijing, site of the Parisian house's first store on the Chinese mainland, which opened in 1997.

今年1月，江蘇南京的愛馬仕門店在新址拓店煥新重啟。4月17日，愛馬仕位于歷史悠久的北京王府半島酒店的精品店經過全新裝修和擴建后重新開業。這家店是愛馬仕在中國大陸的首家門店，1997年開業。

 

"Now one of 27 Hermes stores in the country, including three in Beijing, the redesign is testament to the house's long-standing history and confidence in the Chinese market," said the company.

愛馬仕表示：“如今，在中國內地開設的27 家專賣店中，有3 家位于北京。此次煥新啟程，印證著愛馬仕的悠久歷史和對中國市場的信心。”

 

This January, British luxury brand Burberry launched its store in SKP shopping mall in Chengdu, Sichuan province, followed by the opening of its refurbished store in Taikoo Li shopping center in the same city on March 30. In the first half of next year, Burberry's first boutique store will open in Hainan province. The brand owned 84 stores on the Chinese mainland as of the end of March.

今年1月，英國奢侈品品牌博柏利在四川成都SKP商場的精品店全新開幕，3月30日在成都遠洋太古里的精品店也重裝開業。明年上半年，博柏利在海南的第一家精品店將在海口落地。截至今年3月底，博柏利在中國大陸擁有84家門店。

 

To attract technology-savvy consumers in China, Burberry has developed a WeChat mini program to unlock personal online shopping experiences as they have discovered 80 percent of consumers in China have visited online stores before making purchases.

為了吸引精通數字技術的中國消費者人群，博柏利開發了微信小程序，為消費者解鎖個性化網購體驗，因為博柏利發現，80%的中國消費者都是先逛網店才下單的。

 

Josie Zhang, president of Burberry China, said: "Chinese consumers are passionate about fashion. They are digitally savvy, and more eco-conscious than ever before. They are also increasingly turning to innovative products and culturally relevant experiences. All these bring development and growth opportunities for the industry. "

博柏利中國區總裁張允馨表示：“中國消費者對時尚充滿熱情和追求，精通數字技術，有生態意識，對創新產品和文化體驗也有著濃厚的興趣，這些也給我們所在的行業帶來了發展和增長的機遇。”

 

According to Bain & Company, a global consultancy, the China luxury market had been on a bull run over the past five years, with the market doubling between 2019 and 2021.

據全球性咨詢機構貝恩公司稱，過去五年來中國奢侈品市場一路高歌猛進，2021年的整體規模較2019年近乎翻番。

 

"China is a behemoth for luxury growth," said the Bain report. "It has a larger number of middle- and high-income consumers, and those populations are projected to double by 2030."

貝恩的報告稱：“中國是奢侈品市場增長的巨頭，到2030年，中國中高收入消費者數量預計翻倍。”

 

英文來源：中國日報

翻譯&編輯：丹妮

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