来源：36氪 奢侈品跟几十块牛仔裤放在一起卖。 文｜温颖颖 编辑｜袁明武 来源｜金角财经（ID：F-Jinjiao) 封面来源｜视觉中国 "Lululemon要警惕开市客了。" 一个是卖瑜伽裤的中产品牌，一个是靠5美元烤鸡出圈的仓储式会员超市，却越来越频繁地被放在一起讨论。 理由很简单：2025财年，开市客（Costco）已悄然成为全球服装巨头，服装业务的销售额高达97亿美元（约合人民币691亿元）。 这个体量，不但超过了Prada集团（2024年营收58.8亿美元）、Coach母公司Tapestry（66.7亿美元），甚至开始逼近Lululemon（106亿美元）、安踏集团 （708.26亿元人民币）。 更令人意外的是，它不仅卖得多，还长期保持高速增长。2019—2024年间，开市客服饰销售额累计增长40%，年复合增速接近7%；同期，中国服装市场 CAGR仅4.64%，美国更只有3%——行业在放缓，唯独它逆势提速。 有研究把原因归结为"更多人去超市买平价衣服"，但这个解释的说服力还不够。开市客既卖平价基础款，也卖爱马仕、拉夫劳伦等高端品牌；更关键的 是，隔壁同为仓储超市的山姆，同期服饰业务只涨了21%，开市 ...

Core Viewpoint - The article discusses the changing consumption behavior of urban middle-class consumers at Sam's Club, highlighting their shift towards purchasing luxury goods at discounted prices, reflecting a broader trend of consumption downgrade in the current economic climate [2][3][16]. Group 1: Consumer Behavior - Urban middle-class consumers are increasingly targeting luxury items at Sam's Club, demonstrating a shift from traditional luxury shopping venues to warehouse membership stores [3][4]. - The article illustrates how these consumers meticulously compare prices across platforms, seeking value in their purchases, which has become a new norm in their shopping habits [4][5]. - The perception of luxury has evolved, with consumers now prioritizing discounts and value over brand prestige, as evidenced by their willingness to shop at a warehouse store for high-end brands [5][14]. Group 2: Pricing Strategy - Sam's Club employs a pricing strategy that significantly reduces the brand premium on luxury goods, allowing middle-class consumers to access high-quality products at lower prices [13][14]. - The article notes that Sam's Club benefits from Walmart's extensive global supply chain, enabling it to offer competitive pricing on luxury items while maintaining quality [13][14]. - The presence of luxury goods at Sam's Club is not merely a marketing gimmick but a strategic move to attract consumers who are looking for value in their purchases [14][16]. Group 3: Market Positioning - Sam's Club has positioned itself as a one-stop shopping destination for middle-class consumers, offering a wide range of products that cater to various lifestyle needs, including luxury items [8][14]. - The article emphasizes that the integration of luxury goods into Sam's Club's offerings has created a unique shopping experience that blends everyday practicality with aspirational consumption [14][16]. - This positioning allows Sam's Club to tap into the growing trend of consumption downgrade, where consumers seek to balance quality and affordability in their purchasing decisions [14][16].

以下文章来源于三联电子厂Pro ，作者哈尼 "你说这Burberr y补货吧，非挑在工作日，害我请半天假，得扣不少钱！"李京关上了副 驾驶的车门。 "小点声儿，看见后面那穿优衣库的男的了吗，他肯定是代购。别让他抢了咱们的衣 服！"Clair小声说。 她们全程小碎步穿过家电区与运动健身区，来到了服饰区。货架上铺陈着Burberr y衬 衫，它们看上去就像餐饮区试吃摊位铁板上的烤羊排，堆积成山。一旁的简易衣架上， 垂挂着若干件Burberr y外套。 （ID：cyberlife2024） 三联电子厂Pro . 有限解释车间 对奢侈品祛魅。 监工丨Benjamin 质检员丨大体老师 螺丝工丨哈尼 视觉流水线丨汉堡包 来源 | 三联电子厂Pro 这是工作日的上午，两位都市女中产早早做好了抢购攻略，开车直奔山姆。 01 城市中产的山姆消费行为大赏 在山姆的Buberr y货架前待五分钟，你就会感叹，以前抢购学区房的中产们突然在山姆 找到了新的目标。 ta们看品、辩品、继而拿出手机打开各电商平台货比三家，直至露出欣慰的微笑，最后 死死攥着品的这一连串动作，一气呵成中带着些许雅致。 ta们可能早年间常往返于国内与巴黎之间， ...