奢侈品折扣爆火，“越涨越买”的时代结束了

Core Insights - The luxury goods market is shifting from a perception of "the more expensive, the better" to a focus on value and cost-effectiveness, with discount platforms like outlet malls and Vipshop gaining popularity among consumers [1][3] - Young consumers, particularly those from middle-class backgrounds, are increasingly favoring discounted luxury items over traditional retail, indicating a significant change in consumer behavior [3][4] - Brands are adapting to this trend by offering more competitive pricing and engaging with discount retail channels to attract price-sensitive younger shoppers [4] Consumer Behavior - Consumers are now prioritizing savings and value, with many feeling that purchasing discounted luxury items does not diminish their social status [3] - The rise of discount luxury shopping has transformed outlets from being seen as secondary options to trendy destinations for savvy shoppers [3][4] - The number of active super VIP members on Vipshop has increased by 15%, contributing nearly half of the platform's total sales, highlighting the growing trend of rational consumption among younger demographics [3] Brand Strategy - Luxury brands are increasingly participating in discount sales events, with notable brands like Burberry, Coach, and Tory Burch seeing significant sales growth through platforms like Vipshop [3][4] - The pricing strategies employed by brands, such as offering steep discounts on high-end products, are reshaping the definition of luxury and appealing to a broader audience [4] - Newer brands like Lululemon are also entering outlet markets, indicating a shift in strategy to build better relationships with younger consumers through discounts [4]