2022奢侈品行业小红书营销生态报告

⵸DLG鎊 ꥥ满ㅷ晥鷶姿㖈务㕂的㣐Ⱖ侨㶶庈麤涸䋒㽷㼭紤⛼鵯♧ ⚺䩧霉雿ㄤⴔ❧涸爢❜䎂〵⛲䧭⚹➭⼜♴♧⚡叻涸կ㼭紤 ⛼剒傍⟄假康ㄤ餝暟ⴔ❧䎂〵饰㹻罜➚䊺䧭⚹劥㖑嶊餩罏假玐涸ꅾ銳絆䧭鿈ⴔկ 㖈鵂⿡涸Ⳝ䎃ⰻDLGDigitalLuxuryGroup⛲䒓㨤䱹ⵌ䠁勻䠁㢴勻荈㕂꣢㤱⢸ㅷㄤ넞畮ㅷ晥㼆✵㼭紤⛼涸崡霧ˋˋ䧮⼜僽や䎾霪Ⰶ끸㼭紤⛼䧮⼜䎾霪㖈㼭紤⛼♳⨞ ➊⛎䧮⼜㥵⡦ⴼ倗荈䊹㖈㼭紤⛼♳涸絫佪㛇✵姼䧮 ⼜⛲䠑霋ⵌ㽴盗鵯♧䎂〵剎岤ꅾ✵繠㥿곭㚖告嶊餩罏䗱兰⛲䒓㨤〄欰鲮」勻荈♶ずㅷ碫涸㤱⢸ㅷㅷ晥⛲䒓㨤 〄䱡㼭紤⛼鵯♧庈麤䎇⦶姼䲿⼮Ⱖ〡烵䕧ㆇ⸂կ DLG䌢䎃♸㤱⢸ㅷㄤ넞畮ㅷ晥㖈歏㉁ծCRMծ錠錣⴯䠑ㄤ爢❜㯮⡤瘝侨㶶곭㚖㾝䒓ざ⡲㔔姼䧮⼜⛲Ɀ㹁䩧鸣务㕂䋑㖞♳곭⯓涸ꛏ㼆넞畮嶊餩ㅷ⿺㤱⢸ㅷ涸㼭紤⛼遤⚌㛇ⲥ荝⸂✵䌐⸔ㅷ晥邂ꆀ➭⼜㖈鵯♧䎂〵♳涸⡙縨⟄⿺剣涸佞濶㖑䲿넞➭⼜㖈㼭紤⛼♳涸佐渤կ 劥妃䫣デ䧮⼜鷥䭊♸䋑㖞♳곭⯓涸㯮⡤ⰻ㺂㣐侨研ⴔ區 皍➝ PABLOMAURON DLG(DigitalLuxuryGroup) ざ⠑➃Ⱟ⚥㕂⼓袙✲䚪絑椚 䎂〵倝嚸翫䩛〄䋒帿Ⰶ灇瑕㤱⢸ㅷㅷ晥ㄤ넞畮ㅷ晥㖈䎂〵 ♳涸邍梡䎇䲿哔湱䎾涸鍒ꅺ♸峯錛կ 㤱⢸ㅷㄤ넞畮ㅷ晥㖈霪䎂〵♳佐佪㥵⡦➭⼜⿶䎾㥵⡦䩧鸣湱Ⱒ涸䧶殜ㄤ䧶助䧮⼜䖎虽䎋腊㢿♸倝嚸Ⱏずざ⡲鵯♧고湡⛲ず呋劍䖉〳⟄ㄤ⡹Ⱏず䱲程շ2022㤱⢸ㅷ遤⚌㼭紤 2 ⛼蠒Ꝉ欰䙖䫣デո涸刿㢴絈蒜կ ⵸倝嚸鎊 䧮僽倝嚸翫ざ⴯㨤➃Ⱟ䚪鄪꣥絶㸙ꬋ䌢虽䎋姼妃〳⟄ㄤDLGDigitalLuxuryGroup鴪䧭㛇✵㼭紤⛼䎂〵涸㤱⢸ㅷ蠒Ꝉ侨研䫣デざ⡲կ倝嚸僽♧㹻⟄侨研끮⸓涸ⰻ㺂猰䪮Ⱆ尽呍䗱⚌⸉巑渷ⰻ㺂蠒Ꝉㄤ⟱⚌剪⸉⚙㣐垷㗌կ侨研僽倝嚸涸用魧⛓劥鵛䎃勻䧮⼜灇〄✫銻渷䫐갉ծ錠곸〿ծ㼭紤⛼ծ䘯䩛ծ㆏ㆫ㆏ㆫㄤ銯檗錠곸Ⱉ㣐瀊錠곸䎂〵涸侨研ⴔ區❡ㅷ⚹㹐䨪㖈ㅷ晥䫏佞ծⰻ㺂蠒Ꝉծ倝㯮⡤鵘蠒瘝㢴⚌⸉㖞兞♴䲿哔⟱⚌ⰻ㺂餴❡盗椚鍒Ɀ倰呩կⰦ务姼妃ざ⡲涸倝紤侨研僽倝嚸鵛⚙䎃欽䨪㟞鸟剒䘯涸䎂〵侨研䊨Ⱘ⛓♧Ⱘ剣⯎駈䚍넞銻渷呋劥ծ⚪㺢涸⸆腊㖞兞 ⻊䎾欽瘝❡ㅷ⠏⸷կ 姼妃倝嚸䶀䩛DLG㽠㤱⢸ㅷㅷ晥㖈务㕂䋑㖞涸蠒Ꝉ瘻殜暵ⵆ僽㼭紤⛼䎂〵瘻殜鵳遤✫帿䏞侨研ⴔ區կ偽雿僽侨研ッ梡涸2021䎃劣䊺䧭⚹㤱⢸ㅷㅷ晥꧋务涸猫虊〄⸂劍鵮僽➚䎃䎃䎃ⴲ霽㢴ㅷ晥康ⴎ剣⡮㖑⢪欽✽⸓佪卓刿㥩涸务舸鿈鴪➃䧮⼜鿪〳⟄溏ⵌ㤱⢸ㅷ㖈♶倗⹄侓霚宐倝爢❜䎂〵倝梖岁⟄刿⚁⚌涸䎂〵瘻殜㹊梡猫虊鲮⻊կ 皍➝ 陈维宇. 创始人兼总裁 新榜 3 ⱄ妃䠭靧DLG涸掚䞔鼜霼ꬋ䌢虽䎋〳⟄ㄤ鵯呋涸⚁⚌劼匬♧饰剪⸉✵㤱⢸ㅷㅷ晥㹐䨪կ䧮⼜湱⥌䧮⼜㼜⚹㹐䨪䌄勻刿㢴⼾剣䧭佪涸侨研剪⸉ㄤⰻ㺂蠒Ꝉ鍒Ɀ倰呩կ 倰灇瑕岁薴雿㔵 皍➝ 157⚡㤱⢸ㅷ⿺넞畮ㅷ晥 磋⚏侨ꆀ㖈100荛480,000⚡⛓ꢂ Ⱉ⚡剢涸侨䰘ワ劍 䧮⼜㖈劥妃䫣デ务的㣐✫灇瑕薴㔵巑渷✫㼭紤⛼欰䙖♴傞㼿ծ繠㥿ծ棟㹈臿邍⟄⿺袕蟎ꂊ♸捘ꂊ㔋⚡ㅷ碫涸㤱⢸ㅷㄤ넞咓ㅷ晥Ⱘ剣去邍䚍涸呋劥կ姼㢪劥妃呋劥⛲罌贊ⵌ✫ぐㅷ碫涸嫱⢾ㄤ幷鷳桧ծ 「⠍錞垷ծㅷ晥崞⸓宐䎂䎇ⶂꤑ✫猌纈餖〿կ 傞㼿繠㥿棟㹈臿邍袕蟎ꂊ♸捘ꂊ 34% 31% 29% 6% 劥灇瑕⺫ゎ涸䨾剣䱗ぜ㖲⟄侨研䲿》涸傞劍⚹ⲥ〳腊♸霪ㅷ晥㖈㼭紤⛼♳涸梡朐剣䨾⨊䊵կ㖈䗳銳涸䞔ⲃ♴ ⛲⠔䱗ꤑ㔔爢纈錞垷鵂㼭䧴Ⱖ➭僈儑䞔ⲃ❡欰涸侨研䒗䌢ㄤ猌纈⧩կ 4 侨䰘ワ劍2021䎃9剢荛2022䎃2剢 傞㼿繠㥿 ㅷ倰晥岁雿 AcquaDiParma䋪㼷桾⛓宐 皍➝ 棟㹈臿邍袕蟎ꂊ♸捘ꂊ APMMonacoCHANDON㢙呸 AamlexipaanrdiserMcQueenABRaMleAnNciIa꣚ga桾㽲Berlllyu⚥ti㕂 BRiUonNiE䋒LꅽLO㤵C㽲UCINELLI BCaunrbaedraryGoose⸈䭭㣐뚧ChLloINéE䙼楧 Coraicsthia誇n끭Louboutin騟꜉䒄 DVOFR鶓㤵 FerNraDgIamo螨䬘呔䢏GiuNsTepLEpeMZOaNnSoTttEiRGUIVCECNICHY紬唞䋞 HIsUabGeOlMBOarSaSnt JKiEmNmZOyChoo LanNvCinEL嵠ⳝ LMOaEisWonE縄Ma䠑rg㪭iela끩し䬘MARCNJIACOBS MaxXM&aCroa. MonMcler湅〳滸PracdoaR兜ab䬘a鴪nne RolgpehrVLiavuierre縄n䬘匊㣗絶⸣絶⠡❇ SHrAgNioGRXoIAss♳i♴SteolnlaeIMslcaCnadr瀖tn㣢ey䀙STtOuDaSrtWeitzman䙼綉꯷削VERLEANWTAINNOG⚥㕂 V铂E낥RSLAoCnEg薴ch䙼amㆹp 騟♳僒嵳㪭忢涬ShanghaiTang AesRoINp⟻程ABtoeblibeirCBorolowgnn蓹e岁嫱㕂岚妍剽铂BVLTGEARRRIY㹈岲呔蓼⚽껺孧BYRAELDINOG蘡抳 CharirsltoiattneLToiulbbuoruytin騟꜉䒁繠㥿 CPBRP聝H肌IN⛓劳ꛬ唞 DIPOTRYBQEUAEUTYLOVERS EFrVeEdLeOricMMalle꼎끩㼷freIVsEhN꼎C謟HY霜紬唞䋞繠㥿GHuRe饟rl蜠ain㫪㪸Ⱎ JONMZAOLOⳭN⼾ELONDON鹅桾铂 KAILMIAENRⳭ嵳ⵄ覰㸝⛓靡 MaAiKsEonUMPaFrOgiRelEaV끩ERし䬘껺孧 MNAaRrcSJacobs蜒匊껺宐 SHslIeSyE岁ID㕂O餴䋞欰䙼㛔랫 SKI-NIICEUTICALS⥝⚽〳 UTorbmanFoDredcBaeyauty VAALEMNOTNINT岁O繠⯄㥿削 Y꣚S桾L㖁㽲縄ArⰞm繠an㥿iBeauty럄猰梷괃孒KiehlsⰞ♳誇嵳LPAONLCAOME 껺ꨓ㣽蔄⯄猖繠㥿 5 ꧈⟻霜⚽Ⱎ럄涯꧈곦嗃蘔蛁勠誇猖⚥Ju㕂rlique BoAuNchCePrAoInN㹈㹈霜梵륫BREGITULEINTG㹈涰桳䎃抳 BuVLcGceAlRlaI㹈ti䋒呔㤎⚽䬘䲿 CDheoBpeaerrds蠕䨥齥嫱㼷倛FRRAEDN信CK涬MULLER岁琁Ⱎ GRrArFyFW呔in䬘st㣗on嵳榰庛倛곦HJoUhBnLHOTr㸙dy菱邍 MeIKsIsMikOaT哆O銯䖵⽓加劥PAANGDEOTR⠭A昽棟㹈 PQoemelienllato㹈削Ⱎ劳 RAMDAOR榰K㡦ꨭ鴪邍 TVaifnfaCnlye裥efA蓆rp㽲els唞⯘꧈㹈Z㹈E룅NI蜟TH溫⸂傞 䨥䗞嫱㕂㼷剽倛呔宕䛎⽪雵 呔獤䬘㹻蔼Ja裥eg⾲er⴯-LeCoultre 寐⽓嵠霜㖑楩⚸❇邍곦CaVrtaicehreronConstantin 縄ぜ匊㡦勭䕹RogerDubuis妍尬碛紵薷嵳Panerai 榰倶㡦⼶㣔峫唍⚆邍㣼TSiWssAoRtOVSKI ♰靧㹈榰륫뜾MONTBLANC ꧈Ⱙ⯘邍䗞縄UlyJsasqeuNetaDrdroinz ワ欰㣐欰犷棟㹈 LOUISXIII MPeOrrEiTerꂳJ䝝ou껺et茱繠⚽傞⯕RemyMartin➃㣢끩涰絟㼆륁㗐⠃暵Ba⸈lla⚥n㕂tine'sば끩䏞晄⸂ⵄ㪸MAꂊRTELL 鲫㽲霜Hennessy 0磋1⚏嚋爢纈錢7 11 㟞Ɤ桧8 欽䨪歘⫸16 湡䔶0〄2䋒荈곸桧剣庈麤17 ⰻ㺂 18 ✽⸓ 33 20 䬄㤙疴雵25 0猫3虊〡疴雵烵⠛乄3376 鴪➃ざ⡲41 0㉁4⚌➰疴雵餩蠒Ꝉ4443 䎛デ52 01嚋錢 霪錞鿈垷ⴔㄤ雭欽雿䨪✫歘㼭⫸紤⛼ⰻ遤⚌涸㛇劥䭷叻⺫䭍磋⚏爢纈 磋⚏爢纈8 㟞Ɤ桧11 欽䨪歘⫸16 8 䱗ぜㅷ晥ㅷ碫 1 Lancôme 繠㥿 磋⚏爢纈 爢纈錞垷 2EstéeLauder繠㥿 㼭紤⛼♳涸⵸⼧㣐㤱⢸ㅷㅷ晥餖〿⚥鹫⼱侨勻荈繠㥿ㅷ碫鵯邍僈霪ㅷ碫㖈䎂〵⚥➠⽑研 3 LaMer 繠㥿 ⚺㼋㖑⡙䭆剣剒䏐㣐涸磋⚏㛇炄կ鵯䎇♶駈 4 Dior 傞㼿 ⚹㣼կ㼭紤⛼⟄假遤湡涸㖑䲀虛ㄤ霉雿䎂〵饰㹻た勻鷶幯鲮」⚹❡ㅷⴔ❧涸爢纈㖈鵯⚡鵂玐⚥繠㥿ㅷ晥桧⯓鵳끸✫㼭紤⛼կ 5 ShuUemura 繠㥿 6LouisVuitton傞㼿 ♧䎂〵蟟欰涸Ⱓ荝կ ⡎㣢鿈㤱⢸儗㼿ㅷ晥⛲䒓㨤㖈霪䎂〵⚥鷶姿獤稡➃孞嫱㥵DiorծLouisVuittonㄤGucci梡䊺騯魧⵸⼧կ鵯⛲㾝梡✫Ⱖ➭㤱⢸ㅷㅷ碫㼆鵯 7 Gucci 傞㼿 8ArmaniBeauty繠㥿 9 MakeUpForEver 繠㥿 10Kiehl’s繠㥿 傞㼿 繠㥿 䱗ぜ ㅷ晥 磋⚏侨 1 Dior 373,165 2 LouisVuitton 302,333 3 Gucci 285,716 4 Coach 96,048 5 Longchamp 94,701 䱗ぜ ㅷ晥 磋⚏侨 1 Lancôme 460,890 2 EstéeLauder 459,722 3 LaMer 380,066 4 ShuUemura 315,031 5 ArmaniBeauty 279,595 䱗ぜ ㅷ晥 磋⚏侨 1 ワ㣐犷 246,487 2 Tiffany&Co. 130,535 3 Cartier 93,975 4 Swarovski 66,446 5 Bulgari 63,306 䱗ぜ ㅷ晥 磋⚏侨 1 Hennessy 4,122 2 LouisXIII 3,513 3 Martell 1,768 4 RémyMartin 1,118 5 Chandon 815 棟㹈臿邍袕蟎ꂊ♸捘ꂊ 磋爢纈⚏錞爢垷纈 㽠炄磋կ⚏罜侨袕ꆀ蟎罜ꂊ鎊ㄤ捘傞ꂊ㼿♶ㄤ➑繠僽㥿呋僽劥㼭务紤磋⛼⚏♳㛇剒炄⚹剒瑲㼭ⴀ涸涸⚙ㅷ⚡碫ㅷ㖈碫䎂〵䭆♳剣涸剒封䏐㾝㣐⛲涸剒磋♶⚏䧭擿㛇կ 9 ⼪ LancômeEsteéLauder 离群值 Dior 磋⚏侨 高位值25% LouisVuittonGucci ワ㣐犷 中位值 平均值 50% Tiffany&Co.Cartier 低位值25% 10 ♳愿㾝爙✫嫦⚡ㅷ碫爢纈錞垷涸剒㣐⧩ㄤ剒㼭⧩⟄⿺霪ㅷ碫Ⱙ㘗ㅷ晥爢纈錞垷涸ⴔ䋒⟄叙䕎Ɤ䏞䨾爙կ繠㥿ㅷ晥涸磋⚏侨鵴馄Ⱖ➭ㅷ碫㥵卓♶罌贊猌纈⧩涸霢鵯♧ㅷ碫㣐㢴侨ㅷ晥涸爢纈錞垷欨荛馄鵂Ⱖ➭ㅷ碫涸넞⡙ㅷ晥կ 湡⵸袕蟎ꂊ♸峕ꂊㅷ碫务涸㤱⢸ㅷㅷ晥ㄤ넞畮ㅷ晥㖈㼭紤⛼♳鵮♶㢿䧭擿կ鵯♧ㅷ碫涸ㅷ晥磋⚏錞垷ꬋ䌢㼭鵴⡛✵䫣デ务Ⱖ ➭ㅷ碫涸䎂㖲錞垷կ傞㼿ㄤ棟㹈臿邍ㅷ碫涸磋⚏錞垷鳅⚹湱⡃告➠僈儑㼭✵繠㥿ㅷ碫կ 磋⚏爢纈 01嚋錢 研錜㻋湱嫱繠㥿ㅷ碫傞㼿ㄤ棟㹈臿邍ㅷ碫ㅷ晥㶸㖈刿㢴涸猌纈呋劥կ侨研鵮儑爙㼭紤⛼务湱䔲㢴涸㤱⢸ㅷㄤ넞 爢纈錞垷 咓ㅷ晥爢纈錞垷➠逢鳅㼭䟝銳蜦》刿㢴涸磋⚏侨ꆀㅷ晥鵮꨽➰霽♧㹁涸⸖⸂կ CATEGORY 磋傞㼿⚏㟞Ɤ桧 01嚋錢 ㅷ碫㖲⧩ 10.01% 5 MAX&Co. 30.57% 剢䎂㖲㟞Ɤ桧 35% Prada RalphLaurenCanadaGoose AlexanderMcQueen 傞㼿 30% MAX&Co. 25% VeraWang20%IsabelMarant MaxMara 15% Valentino Brioni Armani 10%Chloé Marni Kenzo AmiParis Moncler Gucci 5% TODS Dior Burberry FENDI LoeweLouisVuittonLongchamp 0% 0 20 40 60 80 100 净增长粉丝数千 䱗ぜ ㅷ晥 㟞Ɤ桧 1 Prada 11463.35% 2 RalphLauren 129.07% 3 CanadaGoose 75.85% 4 AlexanderMcQueen 32.81% 42LouisVuitton2.33% 43StuartWeitzm