奢侈品市场放缓 “平替”“二手”崛起 年轻人消费风向变了 为价值埋单 不为LOGO付费

Core Insights - The luxury goods market is experiencing a slowdown, with a significant rise in demand for "affordable alternatives" as consumers prioritize value for money over brand prestige [1][2][3] - A new consumer sentiment is emerging, where 57.2% of consumers prefer cost-effective substitutes when product quality and functionality are similar [1][2] - The concept of "value-driven" consumption is becoming mainstream, particularly among younger generations [1][3] Group 1: Market Trends - The average price of luxury goods has increased by approximately 15% over the past three years, leading to a reassessment of their perceived value [2] - Nearly half of luxury consumers believe that brand prices are inflated, indicating a shift in trust and patience towards luxury brands [2][3] - Fast fashion and new high-street brands are increasingly encroaching on the "light luxury" market, which is losing its price advantage [3] Group 2: Consumer Behavior - Young consumers are actively choosing more affordable, high-quality imitations to maximize value [2][3] - The definition of luxury is evolving; it is no longer associated solely with high-priced items but is now linked to products that provide emotional satisfaction and a sense of well-being [3][4] - The acceptance of second-hand luxury goods is rising, with younger generations viewing them as both cost-effective and environmentally friendly [4][5] Group 3: Sustainability and Cultural Relevance - The trend of sustainability is becoming a fashionable lifestyle choice, with brands focusing on cultural significance rather than just price [4][5] - The growth of second-hand platforms, such as Vestiaire Collective, which reported a 25% revenue increase last year, highlights the market's enthusiasm for green consumption [4] - Innovative products that incorporate sustainable practices are becoming social symbols among young consumers, reflecting a shift in consumer values [5][6] Group 4: Future Outlook - The "premium pricing logic" of traditional luxury brands is being redefined, as the focus shifts to creating enjoyable and meaningful consumer experiences [6] - The competition in the fashion industry is intensifying, with brands needing to make essential products interesting and appealing to maintain relevance [6]