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    中國文化產業網>珠寶>新聞動態>

    新聞動態

    中國珠寶首飾零售總額轉增長,奢侈品牌延續增勢

    2020-12-28    來源:深圳珠寶網    編輯:趙輝

    第三季度金銀珠寶類零售總額轉為雙位數正增長,黃金首飾需求跌幅縮窄到25%,鉆石進口量下跌亦縮窄到僅一成多。奢侈品牌在中國大陸繼續保持杰出的增長勢頭,波士頓咨詢公司(BCG)預期中國市場全年將增長20-30%。奢侈品消費年輕化、向高線城市聚攏、普及率提升、產品/營銷本土化、線上銷售占比提升以及本土消費回流成為促成增長的因素和發展趨勢。線下珠寶門店恢復正常營業,線上珠寶首飾銷售增速有所放緩,根據百觀科技(BigOne Lab)數據報告,天貓在三季度的珠寶首飾銷量僅上升10%(第一和第二季度分別為29%和21%)。隨著國內整體消費市場逐漸回歸正軌,傳統珠寶首飾也快速復蘇,更多借鑒奢侈品牌針對年輕消費者的全渠道整合營銷手段,將在后疫情時代取得更大成功。


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