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小摩奢侈与体育用品2026展望:奢侈品企稳回升 体育品牌聚焦“自救”与机遇
Zhi Tong Cai Jing· 2025-11-18 06:54
Group 1: Luxury Goods Industry - The luxury goods industry is showing a more positive outlook compared to the past two years, with notable stabilization signs in the Chinese market [2] - Positive indicators in Q3 are seen as a crucial step towards stability in China, despite ongoing macroeconomic pressures and market volatility [2] - Chinese consumers are becoming more mature, discerning, and differentiated, leading to a polarization in brand performance [2] - The U.S. luxury market demand remains stable, with no significant price resistance, supported by the wealth effect, although there is a high sensitivity to value across all price points [2] - The Middle East market is performing strongly, while Europe shows mixed results with stable overall performance but brand and category disparities [2] - Japan's market is similar to Europe, with recent signs of recovery in tourism spending, while South Korea and Southeast Asia are performing well [2] Group 2: Pricing Strategies - The luxury goods industry is expected to maintain moderate pricing strategies in 2026, with most brands controlling price increases to low single-digit levels [3] - Brands are focusing on differentiated pricing strategies for specific products rather than uniform price adjustments, particularly to maintain the value proposition of entry-level products [3] - The influx of nearly 20 new designers into fashion brands over the past year is anticipated to inject creativity and drive demand for soft luxury goods starting in Q2 of next year [3] Group 3: Sports Goods Industry - The sports goods industry faces a more complex environment with uncertainties in demand due to U.S. tariff policies and intense competition in Greater China and Europe [4] - Brands are focusing on "self-rescue" strategies, such as launching new products, optimizing channels, and carefully managing brand image [4] - Despite uncertainties in the consumer market entering 2026, brands see growth opportunities in running, outdoor, and soccer segments, with the upcoming World Cup viewed as a significant additional driver [4] Group 4: Industry Trends - The conference highlighted a common trend in the industry towards marketing transformation, with luxury brands reallocating budgets from traditional media to experiential activities [5] - The second-hand market for luxury goods is growing and becoming more professionalized, driven by consumer demand for value and sustainability, particularly active in the U.S. [5] - Handbags remain the core category in the second-hand market, accounting for over half of total transaction value, with significant growth in high-end custom clothing and jewelry [5]