[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"content-doc-dcio96608779":3},{"user":4,"document":8,"mainDocument":28,"columnUrl":30,"subscription":31,"footer":43,"text":78},{"isAuthenticated":5,"isAdmin":5,"displayName":6,"avatarUrl":6,"nid":6,"groupLevel":7},false,"",-10,{"id":9,"fullTitle":10,"subTitle":6,"url":11,"columnId":12,"columnName":13,"columnUrl":14,"summary":6,"contentHtml":15,"mainContentHtml":6,"posterUrl":16,"createDate":17,"displayDate":18,"displayDateSlash":19,"pageviews":20,"tags":21,"hidden":5,"isSubContent":5,"replyDocOrTargetId":6,"contentType":24,"videoId":6,"liveVideoUrl":6,"duration":25,"price":25,"priceText":26,"priceBadgeText":26,"priceBadgeClass":27,"freeForMinGroupLevel":25,"redirectUrl":6,"readyToStream":5},"dcio96608779","The RealReal——全球最大二手奢侈品转售平台，股价大幅上涨","\u002Fdoc\u002Fdcio96608779","col18178739ee","美股资讯","\u002Fcol\u002Fcol18178739ee","\u003Cp>目前，二手奢侈品的需求甚至超过了新品。全球最大的在线奢侈品转售平台 The RealReal 在过去18个月中平均销售额增长 10%，其在纽约上市的股票一年内上涨超过200%。另一家大型私营奢侈品转售商 Fashionphile 在2025年到目前为止的业务增长也超过了 10%。\u003C\u002Fp>\u003Cp>与此同时，欧洲顶级奢侈品牌的新品消费已连续六个季度停滞。超过 12家以上的奢侈品牌启用新设计师，试图把消费者重新拉回门店消费。\u003C\u002Fp>\u003Cp>全球市值最高的奢侈品集团 LVMH（路威酩轩）透露，其第三季度销售额同比增长 1%，这让市场看到了复苏的希望，股价应声大涨。\u003C\u002Fp>\u003Cp style=\"text-align:center;\">\u003Ciframe width=\"560\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FjTPrYVTOYkw?si=_qXQlQnjdyd5Jet8\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\">\u003C\u002Fiframe>\u003C\u002Fp>\u003Cp>本来是辅助渠道，现在变成正面竞争对手\u003C\u002Fp>\u003Cp>过去，消费者使用二手平台的主要目的是清理旧包包\u002F衣服，套现后再买新品，这反而促进了奢侈品牌的销售。\u003C\u002Fp>\u003Cp>但据转售平台与奢侈品市场分析师透露，过去两年消费者行为发生了变化：\u003C\u002Fp>\u003Cp>越来越多人把卖二手赚来的钱继续花在二手平台，完全绕过奢侈品牌的新品渠道。\u003C\u002Fp>\u003Cp>这种行为在 Z世代和千禧一代中尤为显著，意味着奢侈品牌正在与消费者衣柜里已有的上千亿美元存量商品竞争。\u003C\u002Fp>\u003Cp>The RealReal 增长最快的客户群正是 Gen Z 与千禧一代。而 Bain 咨询数据显示，2024年Z世代在新品奢侈品上的消费下降了7%，千禧一代下降2%。\u003C\u002Fp>\u003Cp>大牌依旧是热门——但价格劝退了年轻人\u003C\u002Fp>\u003Cp>值得庆幸的是，消费者仍然钟爱那些顶级品牌。在 Fashionphile 的最热销包袋名单中，前三名是：\u003C\u002Fp>\u003Cp>Louis Vuitton 路易威登\u003C\u002Fp>\u003Cp>Chanel 香奈儿\u003C\u002Fp>\u003Cp>Gucci 古驰\u003C\u002Fp>\u003Cp>但问题在于：新品奢侈品经过多年涨价，现在价格过高，加上就业市场不稳定，经济前景不确定，消费者越来越倾向于通过二手市场“折价入场”。\u003C\u002Fp>\u003Cp>Bain 全球时尚与奢侈品负责人 Claudia D’Arpizio 表示：\u003C\u002Fp>\u003Cp>“消费者对这些品牌的兴趣仍然很高，但他们不愿意为当前的高价买单。”\u003C\u002Fp>\u003Cp>二手奢侈品市场规模暴涨，逼近传统百货渠道\u003C\u002Fp>\u003Cp>Bain 估算，二手奢侈品市场在2024年的规模达到560亿美元，是10年前的近三倍，相当于奢侈品牌在全球百货公司渠道的全部生意规模。\u003C\u002Fp>\u003Cp>这种规模足以影响消费决策。越来越多的消费者在购买新品之前，会先去查查同款在二手市场的价格，评估“买了之后还能回收多少钱”。\u003C\u002Fp>\u003Cp>二级市场透明化，正在改变品牌策略\u003C\u002Fp>\u003Cp>二手市场的价格透明度对奢侈品牌来说是一把双刃剑：\u003C\u002Fp>\u003Cp>保值率高的品牌（如 LV、Bottega Veneta）将更受青睐——The RealReal 数据显示，它们的二手包在状态良好时能卖出原价的89%。\u003C\u002Fp>\u003Cp>保值率差的品牌则可能被消费者“嫌弃”——因为转售回报太低。\u003C\u002Fp>\u003Cp>奢侈品牌开始“观察二手市场”找灵感\u003C\u002Fp>\u003Cp>尽管奢侈品牌短期内不太可能直接投入转售业务（物流\u002F体验冲突\u002F不想公开自己的折价现实），但它们已经在通过二手价格和搜索数据判断趋势。\u003C\u002Fp>\u003Cp>例子：\u003C\u002Fp>\u003Cp>Chloé Paddington 包在二手平台价格从2024年的 217美元飙升至2025年的724美元→ Chloé立刻在新品市场重新发售该款式。\u003C\u002Fp>\u003Cp>Louis Vuitton 和 Balenciaga 也在2025年重新推出经典旧款手袋，直接回应二手市场的热度信号。\u003C\u002Fp>\u003Cp>结语：二手市场数据 = 奢侈品牌的新风向雷达\u003C\u002Fp>\u003Cp>对于奢侈品牌来说，二手市场的“消费者真实愿望”数据就像金矿——能告诉他们：\u003C\u002Fp>\u003Cp>哪些设计正在回潮\u003C\u002Fp>\u003Cp>哪些经典款值得复刻\u003C\u002Fp>\u003Cp>哪些产品正在被抛弃\u003C\u002Fp>\u003Cp>哪个定价区间才是**“年轻消费力的真实需求”**\u003C\u002Fp>\u003Cp>但问题是：品牌不仅要知道他们想买什么，还要说服他们“花全价买新品”，而不是去二手平台捡漏。\u003C\u002Fp>","https:\u002F\u002Fstockwebsiteblob.blob.core.windows.net\u002Fweb-202510-stk\u002FUploader0q3t4h2v2dc_2025_10_20_11_07_24.jpg","2025-10-20T18:02:09.807","2025.10.20","2025\u002F10\u002F20",59603,[22,23],"REAL","THE 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buy@TradesMax.com 美国电话 626-378-3637","公司介绍","\u003Cp class=\"MsoNormal\">美股大数据 StockWe.com 是一个美国领先的金融和美股信息大数据提供商，紧盯华尔街金融市场和行情，2008年成立于美国硅谷，创始人是前纽约证券交易所资深分析师Ken，联合多位摩根斯坦利分析师，谷歌 Meta工程师利用AI和大数据，配合十多年美股实战经验和业内量化交易模型，每天处理千万级股票数据：挖掘潜力大牛股，捕捉期权异动大单，实时主力资金流向、机构持仓变化、川普突发新闻，精准买卖信号第一时间发到您手机APP。\u003C\u002Fp>","专业美股投资者都在这里",{"loading":79,"search":80,"searchPlaceholder":80,"hotContent":81,"draft":82,"noData":83,"searchNoData":84,"edit":85,"editVideo":86,"courseContent":87,"more":88,"buyNow":89,"subscribeNow":90,"encoding":91,"paidContent":92},"Loading...","搜索","热门内容","草稿","目前没有任何内容公布","当前检索内容没有数据","编辑","编辑视频","课程内容","更多","立即购买后观看","- 立即订阅 -","视频编码中...","付费内容"]