十一长假前往新疆之前，何晓晨专门给自己买了一个Coach包包，是她看了很久的、今年格外流行的流 浪包。出游需要一个好心情，而一个喜欢、价格又几乎到最低点的包，无疑是能够点燃她情绪的礼物。 无独有偶，今年十一国庆长假与中秋节相逢，9月28日，李励趁着有奢侈品特卖的活动给妻子买了一款 Burberry的手包——价格仅为日常价的3折，他们准备今年中秋节带娃去妻子的老家和亲朋一起过，"中 秋节是中国一个重要的传统节日，需要过的有仪式感"。 十一出游与中秋礼赠正在催动奢侈品特卖的热潮。折扣奢侈品以更亲民的价格、更具性价比的产品力而 备受消费者关注。 据了解，国庆长假前，电商平台也把目光瞄准了奢侈品特卖，9月28日，唯品会上线秋意奢品漫游等奢 侈品特卖活动，原价近两万的Burberry中号水桶包折扣价仅需3500元左右。另一款汤丽柏琦的 ROBINSON系列单肩小方包，原价近5000元，折扣价仅为2400元左右。其平台数据显示，9月中旬以 来， Burberry、Coach、汤丽柏琦等知名大牌销量快速增长。 奢侈品特卖的火爆并非只肇始于长假前夕，事实上，今年以来，奢侈品特卖即成为消费市场中被热议的 现象，这种限时折扣、价 ...

全球时尚市场早已给出答案：内购特卖在奢侈品领域占比已达50%，成为品牌处理库存的核心方式。这背后，是消费者钱包 收紧后的理性选择。当一个入门款奢侈品包包的价格相当于普通家庭2个月的生活费时，越来越多人开始算这笔账：花几万 块买个logo，不如把钱花在房租、教育这些更实在的地方。 麦肯锡调研发现，即使是对经济环境相对乐观的Z世代，也更愿意把钱花在体验类消费上，而非单纯的符号消费。我公司的 实习生小林就很典型，她宁愿花三千块买折扣款轻奢包，剩下的钱报瑜伽课，也不愿透支信用卡买正价品。 上周在写字楼边的奢侈品店闲逛，听到导购员聊天说，现在老客户花钱没那么勤了，不少人还主动问有没有特卖活动。 这话让我想起刚看到的LVMH集团财报。2024年上半年以中国为首的亚洲市场销售收入同比下降10%，二季度跌幅更是扩大 到14%。有趣的是，与专柜冷清形成鲜明对比的是，周末商场里某轻奢品牌的特卖会排起了长队，这两种景象恰恰勾勒出当 下奢侈品市场的新轮廓。 这些年轻人成长在信息透明的时代，深谙"品牌"的营销道理，他们不再认为买奢侈品不用打折，反而觉得"花小钱办大事"是 本事。就像小红书上流行的"千元大牌攻略"，年轻人热衷于分享如何在 ...

如今逛商场或刷手机，总能撞见奢侈品特卖会的身影，专柜里经典的大牌包包、鞋子、衣服，突然挂出"3 折起""限时 秒杀"的牌子，成了消费市场里越来越惹眼的风景。 放在几年前，买奢侈品多少带点"撑场面"的意思。有人为了背个新款包，宁愿省吃俭用两个月，好像logo越显眼，越 能说明自己的能力。但现在情况不一样了，就像做设计的张姐说的："没必要第一时间抢新品，佛系点蹲个特卖会，能 省不少钱。"这种想法的转变，让奢侈品特卖慢慢受到了欢迎。 两百块的 Gucci钱包、两千块的 MK 托特包、打五折的 Armani 西装，特卖渠道让更多人有机会接触到这些品质好货。 胡润研究院最新报告里提到，2024年高端消费市场规模比前年降了 2%，但奢侈品折扣渠道的销量却在悄悄上涨。这 说明大家不是不爱大牌了，而是学会了"该省省该花花"。 有趣的是，现在的中产买奢侈品越来越像"寻宝"。在互联网公司上班的小王分享过他的经验："一早蹲点特卖会，能用 三分之一的价格抢了双巴宝莉皮鞋，比同事在专柜买的便宜两千多。"他现在时不时就要研究特卖攻略。 这种"花小钱 办大事"的成就感，比单纯拥有奢侈品本身更让人开心。 在这场消费习惯的变化里，做特卖的平台 ...

Core Insights - The luxury goods market is experiencing a shift towards discount sales, with consumers increasingly favoring private sales and online platforms for purchasing luxury items at significantly reduced prices [2][4][5] - The trend indicates that younger consumers, particularly Generation Z, are becoming more rational in their luxury spending, moving from a "social necessity" to a "self-indulgent" approach [5] Group 1: Consumer Behavior - Consumers are finding that discount sales can meet their luxury needs, with significant savings observed; for example, a Coach bag originally priced at 4250 yuan was purchased for only 1670 yuan [1][2] - The perception of luxury shopping is changing, with consumers like Song Jie expressing that "wealthy people go to boutiques, while those who understand life go to luxury discount sales" [2] Group 2: Market Trends - The luxury discount market is growing rapidly, with private sales accounting for 18% of the global fashion market value and an even higher percentage in the luxury sector [4] - Forecasts suggest that from 2025 to 2030, the growth rate of off-price sales will be five times that of full-price sales [4] Group 3: Challenges - Despite the attractive discounts, luxury discount sales often have limited availability, requiring consumers to act quickly to secure desired items [4] - The scarcity of discounted luxury items can make them more coveted than those available at full price in boutiques [4]

Core Insights - The rise of luxury goods flash sales has become a significant trend in China, with increasing consumer interest and participation in such events [2][12][16] - Consumers are increasingly prioritizing value for money, leading to a shift in purchasing behavior from traditional retail to discount platforms [10][18][19] Group 1: Consumer Behavior - The popularity of luxury flash sales is evident, with significant engagement on social media platforms, such as 270 million views and nearly 2 million discussions related to flash sales on Xiaohongshu [1] - Consumers are drawn to the thrill of securing luxury items at steep discounts, often participating in competitive environments both online and offline [5][6] - The perception of luxury goods is changing, with consumers like Zhao Na expressing that they no longer feel the need to buy the latest collections, opting instead for past season items that offer better value [10][11] Group 2: Market Dynamics - The luxury flash sale market is characterized by a dual benefit: it helps brands clear inventory without damaging their overall pricing strategy while expanding their consumer base [16][18] - The pricing strategies for luxury items in flash sales are influenced by various factors, including international price disparities and tax exemptions, which allow for lower prices [17][18] - Despite concerns about profitability, the discount retail channel for luxury goods is experiencing growth, contrasting with an overall decline in the luxury market [18][19] Group 3: Brand and Retail Strategies - Brands are increasingly utilizing flash sales as a method to manage inventory, particularly for older or classic styles that need to be sold to make way for new collections [17] - The involvement of certification bodies, such as China Inspection, adds credibility to the authenticity of products sold in flash sales, reassuring consumers about their purchases [15] - The shift towards online flash sales reflects a broader trend of consumers seeking convenience and value, moving away from traditional luxury shopping experiences [12][16]