2023快手奢侈品行业数据价值报告

2023LuxuryIndustryDataAnalysisReport ⚃䗪䩘⡽䫟⼴❗⿣鉿╃俚䰕 2023.3营销策略中心 2023LuxuryIndustryDataAnalysisReport 报告导读 报告导读 갫20濫22䗪䌑登焝气閗爱뀡溸劓┯㐭偃乨⹿侒㺥ꓪ㙨䋀南8⿣1%鉿╃劓⻎㐭呤䵎䧯筻╬姍둛俚ꅌ1⹿31㺥%╚溸⫐南㵽⿣巆㎃鰆㝕䉗⿣㐙稝 ╚菑銩յ硟⫐㵽巆鰆䉗㐙劅㝕菑銩յ깐劚㙨ꪍ뎧Ⲙⲇ剳䒩Ⲧն ♈⿣曵呬㹾匡澚㝧ꌄ⿣曵♇ⷑ䰕⶯㚧尉㻘⛰ꪍ㹼⿣曵謿ⲹ䔶⹿䗪登♇儱南⿣⿣曵溸譻嶯ն ⮕卥㸉骮 •䗪䩘┪溸南⿣潸⪸⫐㵽 •䗪䩘氲ガ╚溸南⿣みⷀ •䗪䩘南⿣氠䨮⹴⮱✑脢 俚䰕季劻 俚䰕匡徏 •2021䌑1劓-2023䌑2劓 •勔䫟⼴╚勑⶿栃吙駮溸俚䰕╬䗪䩘蔦劔䌐⺬缛駉 ⻐駵⹴别聁㴼▄ •氠䨮巆鰆ⲇ氠䨮㐃䗪䩘氲ガ┪溸傽☭㐭巆鰆ꓭ뀭 •GMV䫟⼴╚䭰駊⶿䙰뀭 •둛绻㓻䉗◝绻⹴♨┪㓻䉗 •假绻㓻䉗┩绻⹴♨┬㓻䉗 PARTONE 楓❗枱鱶⿣鉿ⲹ╃ CurrentSituationandTrendofLuxuryIndustry ❗⿣鉿╃䉗㐙崫㷌 ㎈⻑泯䝠僓凈♣ ꁙꓨ⼅┱㜩瓌蜖 譻假觝ꨆꮔ嶯㐌 ❗⿣䉗㐙楒㘷 ⪢槊❗⿣䉗㐙⼯楓Ⲏꅌ㎈凈╚㎼䉗㐙⚌뀭劔労缣缩伔ⶬ •⺇⪢槊泯䝠ꂛ瓨⺈䔕⿱21䌑❗⿣䉗㐙⼯楓㝕䋀⹹䒧22䌑扩ꅌ缣缩Ⲏ䗪蔸15%ն •⺇22䌑㝃㐌泯䝠⹹㜩╚㎼❗⿣䉗㐙⚌뀭劔䨿┬ꮴ⛰갫濫泯䝠䔕⿱ꄢ庱⭀鿪뀔駉2030䌑╚㎼⚌뀭㸞䭥缩扩ꪍꁒ25-27%䧯╬⪢槊劅㝕䉗㐙ն ⪢槊╗别❗⿣䉗㐙閕埛 ⶿⛻ⶥ☳姚⩧ 281 290 353 ⶿⛻ⶥ☳姚⩧ 281 ⪢槊⻄㐌ⶔ╗别❗⿣䉗㐙ⷑ嬠 290353540-580 11% 17% 21% 姚嵌 219245244254264 220 25-27% 耘㎼傽勔 ╚㎼ ◱嵌⪼♑㐌ⶔ ┿汕⪼♑㐌ⶔ 2014䌑2015䌑2016䌑2017䌑2018䌑2019䌑2020䌑2021䌑2022䌑E 俚䰕匡徏鯪䚾&Altagammaվ2022䌑⪢槊❗⿣䉗㐙漳嵱䫟⼴տ 2019䌑2021䌑2022䌑E2030䌑E ❗⿣䉗㐙楒㘷 ╚㎼❗⿣䉗㐙ꨆみ뀭㸰䋀┬ꮴ绻┪❗⿣☆儅䗪ꅌ㙨ꪍ •22䌑⺇泯䝠⹹㜩䔕⿱╚㎼别⪢槊❗⿣䉗㐙ꨆみ뀭⻎嬠┬怑4%╚㎼别㘷㜾❗⿣巆鰆䭥缩扩ꪍն •22䌑㎼ꮪ❗⿣曵㐃╚㎼绻┪☆儅箱裯◗31%溸둛ꅌ扩ꪍ䑾銣◗㎌朮嵤銣⣹㸍蔺溸绻┬ꬾ䍕☆儅┬ꮴ溸鱶ⲹն ╚㎼别⪢槊❗⿣巆鰆뀭⹴㙨ꪍ椚╚㎼❗⿣绻┪巆鰆뀭⹴㙨ꪍ椚 ⶿⛻☳☭宑䉕 㘷⫐南⿣巆鰆㘷㜾南⿣巆鰆 㘷⫐㜾南⿣巆鰆㙨ꪍ椚 18% ⶿⛻☳别宑䉕 绻┪巆鰆뀭绻┪巆鰆⻎嬠㙨ꪍ椚 90% 2200 5%6%4% 10% 3% 13% 7% 4.80% -19% -4% 519 987 167570% % 31 2011䌑2012䌑2013䌑2014䌑2015䌑2016䌑2017䌑2018䌑2019䌑2020䌑2021䌑2022䌑 俚䰕匡徏锢㵊煝疵ꯗվ2022╚㎼❗⿣䫟⼴տ 2019䌑2020䌑2021䌑2022䌑 ❗⿣䉗㐙楒㘷 焝閗뀡䭥缩뀖鳷氠䨮僓ꪍⷑ嬠䉂䧯╬⿣曵觝ꨆ呦䖦ꮔ㐌 •䨗婝22䌑䌑䍐焝閗뀡䉂撬儱氠䨮䉗㐙ⷑ嬠劅둛溸䍎氠稝㒘┻䭥缩⟛䭥鿲둛扩ꪍ椚别♰溸绻┪峜䟩ⲇ겐╚䍳ꄢ庱Ⲏ䒩ն •◧臅羱긌氲ガ稝㪾♃䌦⼴稝㒘♈假ꭑ鰑駗յ䵎筻䑜亦⻔閗뀡㪾♃ꁙ瓌♈剉⩱⻔☆◧鿛瓌ն ╚㎼瓌Ⲙ◧臅羱缂⮕鉿╃氠䨮❈氠䙰僓ꪍⷑ嬠긌氲ガ稝䌦⼴溸㪾♃稝㒘⮕䉘 焝閗뀡ⷬ僓ꄽ駗缸⻉鰑駗㐃绻閗뀡缸⻉氲ガ⪼♑ 焝閗뀡缸⻉閗뀡獘☆鰑駗䌐⺬䵎筻䑜亦⪼♑ 2022-12 2021-12 2020-12 28.5% +2.8% 25.7% +4.7% 21.0% +5.8% 20.7% 21.2% 23.4% 6.7%6.5%4.5% 6.6%6.3%5.5% 6.4%6.8%5.0% 33.2% 34.8% 37.3% 32.4% 23.7% 18.1% 11.9% 24.9% 22.7% 19.1% 9.6% 21.0% 13.5% 24.2% 8.2% 28.2% 19.5% 11.6% 24.7% 8.1% 31.1% 18.8% 9.9% 24.7% 8.3% 33.1% 2019-12 15.2% 26.5% 6.7%7.9%4.0% 39.7% 7.4% 2018 12.1% 2019 2020 2021 2022 俚䰕匡徏QuestMobileվ2022╚㎼瓌Ⲙ◧臅羱䌑䍳㝕䫟⼴տ&վ2022╚㎼瓌Ⲙ◧臅羱⹿㺥䌑ꗞտ ❗⿣䉗㐙楒㘷 䗪䩘焝閗뀡+潳乨㝙撬⚳ⲹ儱⚱㝃❗⿣曵溸觝ꨆ假ꄑ䭃 •䨗蔸2022䌑Q4䗪登䍎氠䌐㐭傽嵛ꁒ⯒3.66☳䌐㐭劓嵛ꁒ⯒6.4☳氠䨮◧Ⲙ䙎⾕皭⫐嵛鳢䍳ꌬꂛ┞婢䳀ⶬ •㐃ꂛ┞婢䈷㎷㎼宑绣䍎氠㐌⛻溸⻎僓䗪登□裯䕒◗⚱㝃❗⿣㵊䨮溸귱瀃䧯╬◗♑♰觝ꨆ溸假ꮔ㐌ն 䌐㐭傽嵛鳢氠䨮俚 320.226䌑6Q4☳䗪登䍎氠 620.224䌑☳Q4䗪登䍎氠 9200212䌑2⪢☳䌑 3.23☳ 3.66☳ 5.78☳ 䌐㐭劓嵛鳢氠䨮俚 6.40☳ 䗪登氲ガGMV鱪%50 6800☳ 9012☳ 2022䌑Q4焝閗뀡傽㐭 ◧Ⲙ䙰ꓪ⻎嬠㙨䋀 ⻼掾鰫յ駬駢⾕鿛⹿瞏 2箕02駉2䌑◧12⪸劓䍐氠䗪䨮登㸉䍎俚氠 267☳㸉 ⻎嬠㙨ꪍ63.4% 2021䌑Q42022䌑Q4 2021䌑Q42022䌑Q4 2021䌑⪢䌑2022䌑⪢䌑 俚䰕匡徏䗪登鯯䫟 䗪䩘❗⿣⫐㵽气䘒䙰閙 伔⫐㵽謿寊ⶬ尊 澚潳乨㝕瑫瑫㐙 䐾⮱✑둛☋愲㐌 䗪䩘❗⿣ր⫐㵽ց气爱 ❗⿣焝閗뀡俚ꓪ䭥缩㙨ꪍ◧Ⲙ묲䙎䗪ꅌ䳀ⶬ •䗪登❗⿣焝閗뀡俚ꓪ⹴焝閗뀡乨侒ꓪ䭥缩扩ꪍ2022䌑焝閗뀡俚ꓪ扩䋀ꁒ142%յ乨侒ꓪ扩䋀81% •㐃╝㶡閗뀡⫐㵽㕈熝┪❗⿣焝閗뀡溸◧Ⲙ묲䙎□㐃䗪ꅌ䳀ⶬ掾鰫ꓪ⾕⮕☑ꓪ⮕⯋扩ꪍ117%⾕122%鰫駬嬠ꁒ⯒4.6ն 2021-2023䌑2劓䗪䩘❗⿣焝閗뀡乨侒ꓪ鱶ⲹ2021-2022䌑䗪䩘❗⿣焝閗뀡◧Ⲙ鱶ⲹ 焝閗뀡乨侒ꓪ焝閗뀡俚ꓪ 2022䌑乨侒ꓪ+⻎8嬠1㙨%䋀 +117%+122% %44 潸鿲2021䌑㙨Ⲏ1% 20㴟2乨2䌑椚=㴟❗俠乨⿣侒焝ꓪ閗/乨뀡侒㴟ꓪ*乨10椚0% 4.6 2022䌑❗⿣焝閗뀡鰫駬嬠 2021䌑1劓 2021䌑2劓 2021䌑3劓 2021䌑4劓 2021䌑5劓 2021䌑6劓 2021䌑7劓 2021䌑8劓 2021䌑9劓 2021䌑10劓 2021䌑11劓 2021䌑12劓 2022䌑1劓 2022䌑2劓 2022䌑3劓 2022䌑4劓 2022䌑5劓 2022䌑6劓 2022䌑7劓 2022䌑8劓 2022䌑9劓 2022䌑10劓 2022䌑11劓 䌑12劓 2023䌑1劓 2023䌑2劓 俚⡽鱴㸰騜鰫僻駬氠嬠䨮=掾駬鰫駢ꓪ䟩/駬䡇駢鱴ꓪ둛 2022 峜閗뀡乨侒ꓪ䭰劔侞乨侒ꓪ 2021䌑2022䌑2021䌑2022䌑 閗뀡掾鰫ꓪ閗뀡⮕☑ꓪ 2021䌑鰫駬嬠6.5 䗪䩘❗⿣ր⫐㵽ց气爱 䗪䩘❗⿣曵焝閗뀡⪸峜搑䍳┯⭀菑銩⿣曵⫐㵽㙨ꅌ僻兇 •2022䌑㐃䗪登❗⿣㝧ꌄ⿣曵ⷑ䰕⫐㵽⶯㚧尉㻘ꪍ㹼⿣曵⼯楓ꃰ鱌爱ⲹ •2022䌑㏼羻⪳յ姚稌螇⿣曵⭮呈乨侒ꓪ鱪200%扩ꪍ䳀ⶬꂀ10╗⻐姍鴳麄TOP10⽶屁樎յ劫呬瞏菑銩❗⿣曵乨侒ꓪ扩ꅌ僻兇ն 2022䌑❗⿣焝閗뀡乨侒ꓪTop10⿣曵2022䌑❗⿣焝閗뀡乨侒ꓪ㙨ꅌTop10⿣曵 姚螇 ⷒ◱㐌 曄뎢♐ 鴤儅㥓溫 눥⩠㞃 尐參╰樇 㵂╰呬 姚螇稌 㝙 ⶶ⛆㟙 倒溫㏼羻⪳ 㹀䉄耘묰 㵂椦 峜㏉䓺긖璺=⿣曵焝閗뀡乨侒ꓪⷬ㏉䓺긖璺鱴㝕乨侒ꓪ鱴㝕 䗪䩘❗⿣ր⫐㵽ց气爱 ❗⿣潳乨䐷乨ꓪ⾕澚乨☭俚䭥缩㙨ꪍ◧Ⲙꓪ㝕䋀伔ⶬ •23䌑2劓❗⿣潳乨間澚别俚⻎嬠應扩274%ꁒ⯒⸉⺮㿳⡽潳乨間澚搑䝠䭥缩鱂둛 •23䌑2劓❗⿣潳乨◧Ⲙ穙䙎⻎呤應扩掾鰫ꓪյ⮕☑ꓪ⻎嬠扩䋀337.5%յ259.5%ꂀ⶯䌑䐷乨ꓪ⻎嬠䳀ⶬ30%ն 2022䌑-2023䌑2劓䗪䩘❗⿣潳乨間澚别俚鱶ⲹ䗪䩘❗⿣潳乨◧Ⲙ鱶ⲹ +274% 2022䌑1劓2022䌑2劓2022䌑3劓2022䌑4劓2022䌑5劓2022䌑6劓2022䌑7劓2022䌑8劓2022䌑9劓2022䌑10劓2022䌑11劓2022䌑12劓2023䌑1劓2023䌑2劓 +337.5%+259.5% 22䌑2劓23䌑2劓22䌑2劓23䌑2劓 潳乨掾鰫ꓪ潳乨⮕☑ꓪ ❗⿣潳乨22䐷䌑乨8ꓪ劓⻎-23嬠䌑䳀2ⶬ劓2022䌑1鰫❗駬3⿣嬠=潳掾乨鰫.ꓪ鰫/駬5駬駢嬠ꓪ %30 俚⡽鱴㸰騜僻氠䨮駬駢䟩䡇鱴둛 2021䌑鰫駬嬠22.3 䗪䩘❗⿣ր⫐㵽ց气爱 ❗⿣⮱✑脢☭俚甯婢㙨Ⲏ⮵⮱⮱✑脢㙨ꪍꁣ桍 •2022䌑䗪登┪❗⿣⫐㵽⮱✑脢俚ꓪ䭥缩┪ⶬ⻎嬠扩ꪍ80% •2022䌑䗪登❗⿣⮱✑⼯楓晦⹿扩ꪍ爱ⲹ⻄稻╆ꓪ绣⮱✑脢㐭㵄楓扩ꪍ⪼╚⮵⪝❗⿣⫐㵽溸⮱✑脢别俚扩Ⲏꁣ桍ն 䗪䩘❗⿣⮱✑脢别俚鱶ⲹ⻄稻╆ꓪ绣❗⿣⮱✑脢㙨䋀䝠⬔ 2022䌑vs2021䌑 ⮱✑脢别俚⻎嬠㙨ꪍ椚 16 46.5% 12 14140.9%1 91.4% 104.2% 10 56.7% 72.1% 77.4% 88.8% 82.0% 77.8% 67.2% 72.9% 35.6% 47.6% 500┧+稻╆̔21.8% 100-500┧稻╆̔22.0% 10-100┧稻╆̔34.5% 202201 202202 202203 202204 202205 202206 202207 202208 202209 202210 202211 202212 202301 202302 10┧♨┬稻╆̔88.7% 䗪䩘❗⿣◧Ⲙ☆儅气䘒 ▣╭Ⲙ闒ꁒ⿣䞪曵 䉘⚳ⲹ⿣稝⩰㹾鉿 愗巆鰆㐙冎甯ⲇ㙨 䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱 䗪䩘氠䨮╭Ⲙ䵎筻▣䞪䉂⫄䧯䵎筻䧯╬❗⿣╭锢闒ꁒ㐙冎 •2021䌑鱎䗪登❗⿣潸⪸⫐㵽䵎筻ꓪ䭥缩謿ⲹ㐃2022䌑㵄楓晦⹿䙎扩ꪍ㐃⹷ⶥ┞ꁒ⯒㿳⡽ •23䌑2劓䗪登❗⿣潸⪸⫐㵽䵎筻ꓪ⻎嬠扩ꪍ椚鱪131%䵎筻别俚扩ꪍ椚鱪171%㸉嬠21䌑2劓䵎筻ꓪ扩ꪍ椚剳儱鱪ꁩ333%䵎筻别俚鱪377%ն 202210 202211 202212 202301 202302 䵎筻姍俚䵎筻☭俚 +333.8% 202101 202102 202103 202104 202105 202207 202208 202209 +377.4% 2021䌑-2023䌑2劓䗪䩘❗⿣潸⪸䵎筻鱶ⲹ +131.1% 202106 202107 202108 202109 202110 202111 202112 202201 202202 202203 202204 202205 202206 +171.2% ┢㜼虹 䗪䩘116 ⩧傿&儤虹 䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱 ❗⿣㎃㝕⿣稝䵎筻ꁹ匡둛ꅌ㙨ꪍ깐劚⿣曵䵎筻搑䍳劅둛 •22䌑❗⿣㎃㝕⿣稝䵎筻㵄楓鿲㝕䋀扩ꪍ⪼╚깐劚⿣稝뀖鳷䵎筻✅ꓪ┱扩䋀⹷睘┞菑銩յ硟⛻⮬◝┩⛻; •Top15⿣曵╚♨깐劚╬╭䩤溸⿣曵ⷑ䰕ꂀ┞⶯յ♨菑銩╬╭䩤溸⿣曵⛻⮬睘◝⛻ն 2022䌑䗪䩘❗⿣⿣稝䵎筻둛ꅌ㙨ꪍ2022䌑䗪䩘❗⿣⿣曵駵䵎筻Top15 +151.3% +192.7% 21䌑-䵎筻姍俚22䌑-䵎筻姍俚21䌑-䵎筻别俚22䌑-䵎筻别俚 +70.9% +81.9% +108.8% +122.6% +129.8% +150.3% 菑銩硟깐劚榓㵂 뫘僮鴤儅㥓溫 ㏼羻⪳ ⺜뎦ⶶ⛆㝙㟙 嶛樥䉄묰┿㵶눥㞃⩠ⷒ㐌◱ ꮣ椱㹹ꂽ㞻ⲧⲇ㛶㝙唤曄뎢♐姚稌螇 깐劚稝╬╭菑銩稝╬╭硟稝╬╭榓㵂稝╬╭ 䗪䩘❗⿣ր◧Ⲙ☆儅ց气爱 2022䌑❗⿣鉿╃搑䍳伔ⶬ⿣曵⪸峜⹴☋⿣璀蠗⹷⻔鱂둛 •搑ꬾ騅뀨♨❗⿣⿣稝յ⿣曵⹴痍䵴낊呬╬╭䗪登氠䨮㐃䌐⺬ꄽꁩ⪸峜潸⪸⿣稝