新節(jié)儉主義興起 中國(guó)成衣升級(jí)

【好展會(huì)網(wǎng)】 <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">經(jīng)濟(jì)觀察報(bào)</span></b><b><span style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體"> </span></b><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">記者</span></b><b><span style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體"> </span></b><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">呂英博</span></b><span style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">王科研是北京一家證券公司的中層職員，兩三年前就已經(jīng)習(xí)慣了消費(fèi)杰尼亞的西裝和</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">HugoBoss</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的襯衫。在經(jīng)歷了這場(chǎng)金融危機(jī)之后，他感覺(jué)自己的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">好日子</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">需要改變一下了。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">去年冬天，國(guó)外的奢侈品打到了三折、四折，回想起原來(lái)花在這些大牌上的錢(qián)突然覺(jué)得有點(diǎn)不值，一下子購(gòu)買(mǎi)欲望就沒(méi)了。不過(guò)，做金融這行行頭還是需要體面一些，我現(xiàn)在就更傾向于性?xún)r(jià)比相對(duì)高一些、款式經(jīng)典的東西。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">王科研說(shuō)，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">而且，現(xiàn)在這個(gè)階段全身上下都是名牌可能是挺尷尬的事兒，不合時(shí)宜。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="center" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: center; mso-pagination: widow-orphan"><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">新節(jié)儉主義的興起</span></b><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">王科研的想法是時(shí)下抬頭的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">新節(jié)儉主義</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的典型心態(tài)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">他的收入并沒(méi)有受到很大的影響，但是支出上卻更為精打細(xì)算，既要避免過(guò)度的奢華，又要將日子過(guò)的體面、舒服。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">法國(guó)高級(jí)時(shí)裝公會(huì)中國(guó)區(qū)總監(jiān)趙倩對(duì)記者說(shuō)：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">前幾年，國(guó)內(nèi)消費(fèi)者更偏向一種沖動(dòng)的、炫耀式的消費(fèi)習(xí)慣，但是金融危機(jī)的到來(lái)讓不少人開(kāi)始回歸理性消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">盡量減少不必要的開(kāi)支、在一定的范圍內(nèi)選擇性?xún)r(jià)比更高的產(chǎn)品、對(duì)是否時(shí)尚的要求減低，卻更加看重品質(zhì)本身。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">波士頓咨詢(xún)公司研究所發(fā)現(xiàn)：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趨優(yōu)消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">可能是購(gòu)買(mǎi)一個(gè)特定類(lèi)別中的低價(jià)產(chǎn)品，而</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趨低消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的意思可能是根本就不買(mǎi)某一類(lèi)產(chǎn)品。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趨低消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">并不意味著將就，而是尋求價(jià)廉物美的產(chǎn)品。這是對(duì)價(jià)格和收益的精明權(quán)衡，消費(fèi)者在檢查自己的購(gòu)買(mǎi)決定時(shí)，就好像企業(yè)的高級(jí)主管在構(gòu)思商業(yè)戰(zhàn)略一樣的仔細(xì)。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">不難想象，這股新節(jié)儉主義的興起會(huì)給連續(xù)快速發(fā)展了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">6</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年的奢侈品行業(yè)帶來(lái)什么樣的沖擊。根據(jù)國(guó)際購(gòu)物中心協(xié)會(huì)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">(ICSC)</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的數(shù)據(jù)顯示，自去年</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">6</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月份以來(lái)，全球奢侈品銷(xiāo)售商每個(gè)月都是零售業(yè)中業(yè)績(jī)最差的群體。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">ICSC</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">還降低了對(duì)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2009</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年奢侈品零售狀況的預(yù)期，認(rèn)為全年銷(xiāo)售額將下降</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">15</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">％，而不是此前預(yù)計(jì)的下降</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">8</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">％。就連被認(rèn)為可以挽救奢侈品的中國(guó)市場(chǎng)情況也很不樂(lè)觀。根據(jù)上海商業(yè)網(wǎng)數(shù)據(jù)，從去年</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">10</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月開(kāi)始，上海靜安區(qū)的奢侈品消費(fèi)下降趨勢(shì)就已非常明顯</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"><img src="http://bbs.haozhanhui.com/editor/images/smilies/default/5.gif" />/span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">南京西路上的久光、恒隆、梅龍鎮(zhèn)、中信泰富四大廣場(chǎng)的客流量減少</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">10%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">以上，主要幾家高端購(gòu)物中心的銷(xiāo)售額，梅龍鎮(zhèn)伊勢(shì)丹同比下降</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">15%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">、恒隆廣場(chǎng)環(huán)同比減少</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">21.23%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">上海復(fù)旦大學(xué)的奢侈品研究專(zhuān)家<st1:personname w:st="on" productid="孫一民">孫一民</st1:personname>教授認(rèn)為，中國(guó)與世界的聯(lián)系比以往更加緊密，因此不可能在這場(chǎng)席卷全球的經(jīng)濟(jì)危機(jī)中</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">獨(dú)善其身</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。由于股市低迷和投資項(xiàng)目資金緊縮等原因，奢侈品消費(fèi)的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">核心客戶(hù)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國(guó)富有階層的財(cái)富大大縮水。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">他們?cè)谏莩奁返南M(fèi)上自然沒(méi)有以前那么大方。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">孫一民說(shuō)。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">《福布斯》雜志中文版發(fā)布的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2008</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國(guó)富豪榜</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">顯示，在全球經(jīng)濟(jì)形勢(shì)劇烈動(dòng)蕩的環(huán)境下，由于中國(guó)內(nèi)陸和香港的股市狂跌以及房市低迷，中國(guó)富豪們的財(cái)富已經(jīng)受損。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">400</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">名富豪的資產(chǎn)凈值總和從</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2880</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">億美元縮減至</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">1730</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">億美元。富豪</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">40</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">強(qiáng)的資產(chǎn)凈值蒸發(fā)了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">680</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">億美元，跌幅達(dá)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">57%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">對(duì)于中國(guó)奢侈品消費(fèi)的另一個(gè)主力群體</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年輕白領(lǐng)，<st1:personname w:st="on" productid="孫一民">孫一民</st1:personname>教授將則其稱(chēng)為</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">邊緣客戶(hù)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">購(gòu)買(mǎi)欲望膨脹但卻極易受沖擊。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">他們可能為了買(mǎi)一個(gè)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">LV</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">手提包省吃?xún)€用好幾個(gè)月，一旦購(gòu)買(mǎi)，便陷入暫時(shí)的經(jīng)濟(jì)拮據(jù)。如今不斷上漲的生活成本，遭受削減的薪水，以及與日俱增的失業(yè)幾率抑制了他們的消費(fèi)勢(shì)頭。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="center" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: center; mso-pagination: widow-orphan"><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">理性消費(fèi)回歸，中國(guó)成衣品牌升級(jí)</span></b><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">相較國(guó)際一線(xiàn)品牌的一籌莫展，國(guó)內(nèi)近</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">20</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年間發(fā)展起來(lái)的大眾精品品牌卻獲得了難得的發(fā)展空間。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">現(xiàn)在這個(gè)時(shí)間點(diǎn)，很多人的消費(fèi)觀念有所轉(zhuǎn)變，尤其是高端消費(fèi)群體。而大眾精品品牌恰好符合人們轉(zhuǎn)變之后的需求</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在負(fù)擔(dān)得起的價(jià)格范圍內(nèi)有好的品質(zhì)，而且品牌的檔次也不會(huì)有失體面。所以對(duì)這一類(lèi)型的服裝品牌來(lái)說(shuō)現(xiàn)在的發(fā)展時(shí)機(jī)非常好。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趙倩說(shuō)。據(jù)悉，雅戈?duì)柸ツ昴媸猩仙?lt;/span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">1</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">至</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">11</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月內(nèi)銷(xiāo)市場(chǎng)的銷(xiāo)售額增長(zhǎng)了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">20</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">％。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在今年</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">3</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月末舉行的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2009</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國(guó)服裝博覽會(huì)上，主辦方中國(guó)服裝協(xié)會(huì)也特別將這一類(lèi)型的服裝品牌以</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國(guó)高級(jí)成衣</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">為名推到了媒體和消費(fèi)者的面前。在解釋強(qiáng)調(diào)這一類(lèi)型服裝的原因時(shí)，中國(guó)紡織工業(yè)協(xié)會(huì)副秘書(shū)長(zhǎng)、中國(guó)服裝協(xié)會(huì)副會(huì)長(zhǎng)陳大鵬說(shuō)：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">隨著中國(guó)步入小康社會(huì)，中產(chǎn)階層的出現(xiàn)，消費(fèi)出現(xiàn)了細(xì)分化趨勢(shì)，在著裝方面，特殊的階層正在產(chǎn)生特殊的消費(fèi)需求，在中國(guó)的一線(xiàn)城市以及部分二線(xiàn)城市已經(jīng)具備了消費(fèi)高級(jí)成衣品牌的條件；另一方面中國(guó)服裝業(yè)經(jīng)過(guò)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">20</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年的發(fā)展、沉淀，已經(jīng)出現(xiàn)了一批定位準(zhǔn)確、產(chǎn)品研發(fā)、市場(chǎng)通路以及品牌系統(tǒng)完善的品牌群。我們希望提供平臺(tái)讓消費(fèi)者認(rèn)識(shí)、了解這一類(lèi)型的服裝品牌。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">美國(guó)《</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">NewsWeek</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">》駐巴黎時(shí)尚記者</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">DanaThomas</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在《</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">DELUXE</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">》（《廉價(jià)的奢華》）一書(shū)中披露了奢侈品牌在中國(guó)做代加工的事實(shí)，在當(dāng)時(shí)的奢侈品行業(yè)曾掀起了軒然大波，眾多品牌紛紛站出來(lái)予以否認(rèn)。現(xiàn)在，中國(guó)是亞太地區(qū)最大的奢侈品制造國(guó)已是不爭(zhēng)的事實(shí)。作為世界一線(xiàn)品牌代工在某種程度上就意味著國(guó)內(nèi)服裝制造在工藝水準(zhǔn)和生產(chǎn)管理方面可以達(dá)到國(guó)際一線(xiàn)品牌的水準(zhǔn)。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">雅戈?duì)柤瘓F(tuán)副總裁、雅戈?duì)柗椏偨?jīng)理陳志高對(duì)記者說(shuō)：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">我們每年生產(chǎn)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2000</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">萬(wàn)件襯衫，其中有</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">1400</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">萬(wàn)件是為包括</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">POLO</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">、</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">Calvin Klein</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">等這樣的大品牌做代加工業(yè)務(wù)。面料是我們自己生產(chǎn)的，工藝、技術(shù)也是我們的。論品質(zhì)，貼著雅戈?duì)柹虡?biāo)的襯衫與那些個(gè)國(guó)際大牌沒(méi)有什么區(qū)別。國(guó)產(chǎn)品牌在品質(zhì)方面是完全沒(méi)有問(wèn)題的。那些貼著名牌商標(biāo)的襯衫賣(mài)到了一兩千元人民幣，但是雅戈?duì)柕囊r衫只賣(mài)到</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">600</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">元</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">800</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">元，對(duì)國(guó)內(nèi)消費(fèi)者來(lái)說(shuō)，這應(yīng)該是一個(gè)比較合理的價(jià)格。不少?lài)?guó)內(nèi)品牌為了拉近與國(guó)際品牌的距離，不斷提高定價(jià)，我不贊同這種做法。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">國(guó)產(chǎn)自主品牌有了更高的性?xún)r(jià)比，就勢(shì)必引起品牌營(yíng)銷(xiāo)策略的改變。根據(jù)我們對(duì)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">50</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">多家企業(yè)，數(shù)十家商場(chǎng)，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">300</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">多個(gè)消費(fèi)者進(jìn)行隨機(jī)抽樣調(diào)查顯示，消費(fèi)者對(duì)中國(guó)服裝的自主品牌并不十分滿(mǎn)意</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2009</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國(guó)服裝論壇的吳蕾說(shuō)：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">重新定位與分析中國(guó)市場(chǎng)的變化，是每個(gè)中國(guó)服裝品牌今年的必修課。市場(chǎng)環(huán)境越復(fù)雜，營(yíng)銷(xiāo)策略就越講究系統(tǒng)化，過(guò)去我們的行動(dòng)大于思考，而現(xiàn)在，我們應(yīng)該拿出更多的時(shí)間去思考特殊時(shí)期的營(yíng)銷(xiāo)策略</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">關(guān)于服裝的品牌經(jīng)營(yíng)，趙倩認(rèn)為，不管是西方還是東方，服裝產(chǎn)業(yè)的發(fā)展都是遵照一定規(guī)律的。在這方面，時(shí)裝工業(yè)發(fā)達(dá)國(guó)家的模式是值得我們借鑒的。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">阿瑪尼的生產(chǎn)規(guī)模不大，和國(guó)內(nèi)的服裝企業(yè)動(dòng)輒一年上千萬(wàn)件的產(chǎn)量完全比不了，但是它卻包括了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">9</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">條完整的產(chǎn)品線(xiàn)，覆蓋了幾乎所有年齡段的人，從老到小，只要你認(rèn)可阿瑪尼代表的生活方式，你都可以穿上阿瑪尼的衣服。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趙倩說(shuō)，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在這一點(diǎn)上，國(guó)內(nèi)的品牌與國(guó)際品牌還是有差距的，不過(guò)，情況正在發(fā)生變化。以雅戈?duì)枮槔?，前幾年還只是著眼于走量、賣(mài)款式的經(jīng)營(yíng)方式，但是現(xiàn)在已經(jīng)對(duì)消費(fèi)者進(jìn)行細(xì)分，推出針對(duì)高端消費(fèi)群體的金標(biāo)系列，針對(duì)都市白領(lǐng)階層的藍(lán)標(biāo)以及為年輕人開(kāi)發(fā)的綠標(biāo)系列。從定位到設(shè)計(jì)都分別面對(duì)各自的消費(fèi)群體。這樣高端線(xiàn)的形象就會(huì)為副線(xiàn)增加附加值。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱文</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱利是走高端路線(xiàn)的國(guó)產(chǎn)男士正裝品牌。如果要跟國(guó)外的品牌比，它的優(yōu)勢(shì)不在品牌運(yùn)作模式、款式設(shè)計(jì)上。但是，凱文</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱利開(kāi)在小區(qū)里的專(zhuān)賣(mài)店有</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">74</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">位常顧客，年?duì)I業(yè)額達(dá)到</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">192</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">萬(wàn)。它是怎么做的呢？</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">關(guān)鍵就在服務(wù)上。我們抓住了有錢(qián)人的生活習(xí)慣，他們沒(méi)有精力和時(shí)間來(lái)保養(yǎng)服裝，我們提供終身保養(yǎng)、</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">24</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">小時(shí)服務(wù)，為顧客量身定做。比如說(shuō)夏天的襯衣經(jīng)常從腰部滑出來(lái)，我們?cè)趺礊轭櫩徒鉀Q這個(gè)問(wèn)題呢？在襯衣上配上柔軟的鉤子把內(nèi)褲鉤住就行了。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱文</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱利市場(chǎng)部負(fù)責(zé)人說(shuō)。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">正如趙倩所說(shuō)，前幾年，國(guó)內(nèi)消費(fèi)者更偏向沖動(dòng)的、炫耀式的消費(fèi)習(xí)慣，但是金融危機(jī)的到來(lái)讓不少人開(kāi)始回歸理性消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">盡量減少不必要的開(kāi)支、在一定的范圍內(nèi)選擇性?xún)r(jià)比更高的產(chǎn)品、對(duì)時(shí)尚的要求減低，而更加看重品質(zhì)本身。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p>
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