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最近两年，奢侈品行业在中国的日子并不好过：传统奢侈品零售相继进入“关店模式”，获资本青睐的奢侈品电商却无法在高资产人群中打开市场。不过，这一切或许能通过连接门店和线上的O2O模式得到改变。
日前，财富品质研究院发布的2015年度《中国奢侈品报告》显示，2015年，83%的奢侈品牌在中国有各种形式的关店行为。这一现象还会持续，预计2016年将有95%以上的奢侈品牌会策略性关闭部分门店。仅在今年11月中旬，就有两家大牌遭遇了关店危机。LV被曝关闭3家在华门店，Burberry也将香港太古广场的双层旗舰店缩减为单层。实际上近几年来，Prada关闭了约三分之一的中国门店，Hugo Boss也关闭了7家门店。
谈及关店的原因，奢侈品电商第五大道CEO孙亚菲告诉《财经天下》周刊，顶级奢侈品大牌开店时会综合考虑人均消费能力、人口密度等指标。在行业形势下行时，需要关闭销售不佳的店面保持利润。
如今，传统奢侈品行业的确过得艰辛。《中国奢侈品报告》指出，2015年，中国奢侈品市场在全球的比重从2014年的11%下降至10%，而这一比例在2013年是13%。财富研究院院长周婷透露，大部分奢侈品品牌的老客户流失速度大于或等于新客户增加速度，“去logo化”正快速转变为“去品牌化”。
互联网曾被认为是奢侈品的救命稻草。今年上半年，多家奢侈品电商相继获得大额融资，市场一度活跃。但报告针对高净值人群的调研显示，如果选择网购渠道，只有4%的中国消费者愿意选择本土奢侈品电商，愿意选择奢侈品牌官网和国外奢侈品电商的比例分别为44%和27%，中国奢侈品垂直电商盈利能力不足，整体面临沦陷危险。
周婷认为，本土电商始终无法清楚解释货品来源，奢侈品流通去中介化是必然趋势，最后奢侈品的线上零售只能通过自己来做。
在这种情况下，周婷认为，O2O有望彻底改变传统奢侈品零售模式，未来中国市场将产生一批立足O2O的奢侈品零售企业，基于大数据和互联网的会员制综合服务企业将成为奢侈品市场的未来亮点。对于品牌商来说，进一步加强现有门店的改造，建立大型体验和服务中心代替现有门店，打通线上线下实现O2O，是未来奢侈品品牌的必然选择。
相应的是，第五大道在日前宣布获得由源石资本和环流资本投资的数千万元A轮融资，同时启动O2O新模式，这也是奢侈品领域首个O2O平台。其规划是，品牌商在O2O平台上开店，打通线上和门店的货源，共享会员、折扣、主题活动等方面的信息。消费者客户端下单，既可以选择从门店发货、送货上门，也能预约到店取货。
目前，第五大道O2O平台已经与200多个品牌商或总代理商签约，实现线上线下系统对接的门店已有30家左右。孙亚菲透露，过去做B2C，消费者问的最多的问题就是“是不是真货”。现在转为O2O模式，由品牌商直接面对线上的消费者，货源的问题就迎刃而解。
值得注意的是，财富研究院指出，相比2011年，境内外奢侈品差价有了明显的缩小，从之前平均50%左右，下降至2015年的20%~30%。这与近年来中国政府发布的进一步降低进口关税等政策有着显著的关系。
周婷认为，2016年中国将进一步加大进口关税调整力度，并且利用各种政策手段限制境外购物，以促进中国本土消费增长。这意味着代购和海淘的诱惑力将持续降低，中国人的奢侈品消费有望从境外向境内回流，届时依托本土门店的奢侈品O2O模式将大有可为。
文/财经天下
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