亚洲消费者对名牌的狂热为世界之最

透心凉

<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 20pt; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">对名牌的狂热，亚洲为世界之最。品牌顾问公司</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">Chadha</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">总监罗哈</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">.</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">切哈（</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">Rhadha Chadha</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">）表示，亚洲消费了全球约</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">52%</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">的名牌商品，其中，台湾地区占全球</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">3%</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，达</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">10</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">亿美元</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">(</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">约台币</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">330</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">亿</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">)</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，从各个面向来看数字都相当高。而相较于中国大陆把名牌消费当做炫耀的现象，台湾和南韩逐渐从「炫耀期」进入「适应期」，离日本的「生活方式期」已不远。罗哈</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">.</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">切哈表示，亚洲会疯名牌，背后的社会成因是民众将名牌商品当作身分地位、职业水平的表征，而且新富阶级暴增，喜欢用名牌商品直接传达这样的讯息；而名牌商品的渗透率以日本最高，为</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">25%</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，也就是每四个人中就有一个拥有名牌商品，在日本东京，</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">95%</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">的女性在</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">20</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">岁时就曾拥有名牌商品，比率相当高；香港、新加坡及南韩的渗透率为</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">12-15%</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，中国大陆为</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">1%</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，她并没有台湾地区的数字。罗哈</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">.</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">切哈在其新出版的《亚洲名牌圣教</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">─</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">破解奢华爆炸的密码》书中谈到，台湾过去</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">10</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">年来，奢侈品的消费成长率，每年都有两位数、甚至三位数，但台湾</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">仍像个灰姑娘，一个富裕国家里的童话公主，却不慎遗失了她的玻璃鞋</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，零售业空间虽然丰富多样，但却杂乱无章，某些名牌聚集的地段根本缺乏奢华品需具备的水平与美学氛围。罗哈切哈指出一个有趣的现象：中国大陆地区奢华品消费成长如此快，很大一块市场是</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">二奶市场</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，由于先生很有钱，二奶为舒缓身份不明的苦恼，买起奢侈品一点也不手软，而且，先生经常会给一大笔的</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">quota</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，小老婆怕万一当年额度没用完，来年会变少，干脆大手笔的买，拿来送朋友也好。她指出，各种名牌在亚洲都很受欢迎，但其中，路易威登相当突出，原因是路易威登已有</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">150</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">年的品牌历史，而且在</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">向消费者沟通品牌价值上</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">做得相当好，进入各国经营品牌的时间也相当早，因此在品牌经营上特别成功。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p>

bill

中国现在就是一个超级名牌大市场，只要你敢要价，给出天价都有人敢掏钱。