特卖会排长队，今年奢侈品消费咋了？

Core Insights - The luxury goods market is experiencing a significant shift, with consumers becoming more price-sensitive and favoring discount sales over full-price purchases [1][3][7] Group 1: Market Trends - LVMH reported a 10% decline in sales revenue in the Asian market, with a more pronounced 14% drop in the second quarter of 2024 [1] - The trend of internal sales and discount events has become a core strategy for brands, accounting for 50% of the luxury market as consumers opt for more rational spending [3] Group 2: Consumer Behavior - Younger consumers, particularly Generation Z, are prioritizing experiential spending over luxury goods, reflecting a shift in values towards practicality and affordability [3][5] - The rise of social media platforms like Xiaohongshu has led to a culture of sharing tips on finding high-value items at discount sales, creating a new form of social currency among young shoppers [5] Group 3: Brand Strategies - Brands are adapting to the changing consumer landscape by implementing targeted sales strategies, including exclusive invitations for loyal customers to participate in discount events [5][7] - Discount platforms like Vipshop are facilitating a more mature discount ecosystem, allowing consumers to purchase luxury items at significantly reduced prices, leading to rapid sell-outs [5][6]