8月1日阿里巴巴开通了天猫奢侈品频道,首批入驻奢侈品频道的17个品牌包括巴宝莉、玛莎拉蒂和爱马仕旗下家居服装品牌。与此同时京东也宣布计划开设一家奢侈品销售平台,与对手阿里巴巴争夺中国高端消费者。京东PK阿里巴巴,谁在奢侈品大战中更有优势呢?
A Tmall mascot poses with a Maserati SUV Levante 350HP in Hangzhou, Zhejiang province, after the luxury carmaker sold its first 100 models on the Alibaba online platform. Starting at 999,800 yuan, Maserati sold all 100 cars in 15 minutes last year. [Xu Kangping/for China Daily]
Luxury labels are at the center of a new online battle between Chinese internet giants looking to cash in on the consumer craze for designer fashion. Big players such as JD.com Inc and Alibaba Group Holding Ltd are going head-to-head to capture a market which is worth billions of dollars a year.
奢侈品牌成了中国网络巨头的新战场。京东和阿里巴巴正在激烈抢夺这块每年价值数十亿美元的市场,二者都想利用消费者对大牌的狂热大赚一笔。
早在今年6月,京东就宣布与英国时尚精品购物平台Farfetch建立了战略合作伙伴关系(announced a strategic partnership with Farfetch UK Ltd),双方将合作创建全国奢侈品网购平台。
两个月后,阿里巴巴在天猫网站上专为奢侈品品类开通了奢侈品频道(launch the Luxury Pavilion site for blue chip brands),要和京东一争高下。
奢侈品厂商一度对电商不屑一顾,就在几年前,中国消费者买到的大多数奢侈品还都是经由代购(daigou,private overseas shopping representatives)从国外购买的。但是今年夏天,局面正在逐渐发生变化。
为了更好地服务高端消费者,京东近期专门为奢侈品购买者推出了“白手套”快递服务("white glove" express delivery service),名为“京尊达”高端配送。西装革履的高颜值快递小哥戴着白手套、开着电动汽车(electric car)将商品送到顾客手中。
相比阿里巴巴,京东的一大优势在于,它的“打假”(combating counterfeit brands)压力没有那么大。不过,阿里巴巴也有自己的优势,大牌厂商可以自己在天猫奢侈品频道开设官方直营店(official stores)。
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