鲁达 2020年鼠年将至，奢侈品大牌不约而同地把形态各异的小老鼠呈现给了消费者。
“小老鼠”们快被玩坏了~
奢侈品的主要消费人群是哪些人呢？
根据贝恩公司与意大利奢侈品行业协会Fondazione Altagamma联合发布《2019年全球奢侈品行业研究报告（秋季版）》显示，2019年中国奢侈品市场整体销售额增长26%。中国籍消费者对全球个人奢侈品市场持续性增长的贡献率达到90%。
BBC纪录片《中国的“千禧一代”》中透露，中国的4亿“千禧一代”（中国80后，90后），将用创业和消费力改变世界，这不仅将引发中国的变革，而且将对全球经济和社会产生深远影响。他们在拉动消费，推动“数字化”的进程，他们是“数码原住民”。
“千禧一代”的主要标签是，他们更爱网购，更强调“自我表达”，爱买奢侈品以及小众限量潮牌，爱全球旅游以及更加积极面对生活。该报道还强调，虽然中国只占全球GDP的14%，但中国消费者的网购消费在全球中的占比高达40%。
年轻一代更爱买奢侈品的原因之一是：社交媒体让年轻一代拥有了更多社交资本，也提升了线上线下身份和话语权。
Chinese consumers were expected to snap up more than 100 billion U.S. dollars in luxury goods at home and abroad in 2019, according to consulting firm McKinsey – a third of the global spend on all things flashy, opulent and high-end.
And with the majority of Chinese consumers being millennials, who know their way around technology and trends and can tell their Guccis from their Pradas, shopping is no longer the same.
Young Chinese consumers are into brands with a unique story and original design since they see purchasing luxury items as a lifestyle rather than just a way to show off on social media.
"Younger shoppers in China who are born in the post-90s contribute a large part of spending, and actually they are even more informed. They also put a large emphasis on elements beyond brands," said Daniel Zipser, senior partner at McKinsey.
McKinsey's China Luxury Report 2019 says that competition between international brands and domestic ones is intensifying in the country as China transitions to a digital era. Zipser says that European brands are still the darlings of shoppers born in the '90s, among whom only 10 percent go for local names.
"New Chinese homegrown brands still have a long way to go," he added.
根据Retail Gazette报道，英国老牌奢侈品店哈罗德百货（Harrods）宣布，将于2020年在中国上海浦东开设首家海外永久旗舰店，专门为中国的消费者特别是千禧一代提供优质的环境和服务。
哈罗德百货负责人Michael Ward曾公开表示，中国消费者在哈罗德百货的消费已经超过英国本土消费者，中国顾客已成为公司最大的单一国家客户群。Michael Ward此前在《英国电讯报》一则采访中透露，哈罗德百货伦敦骑士桥门店20%的销售额是由中国游客贡献的。随着消费的不断回流，中国人的消费力开始向国内市场转移。
China is welcoming its first Harrods department store this year in Shanghai’s Pudong district.
“If you look at all of the reports, they say, quite categorically that all of the growth in the next five years is going to come from Southeast Asia. And it's going to come from millennials,” Harrods Managing Director Michael Ward told The Telegraph about the store’s eastward push.
“So we’ve got to go after that. It’s very important that you follow the money. We see the continued growth of China, but we see a need to be a more permanent resident in China.”
虽然中国奢侈品市场一片欣欣向荣，但分析师们却认为奢侈品市场的特点是瞬息万变，且与全球经济，地缘政治息息相关。
自2018年下半年以来，分析师们就频频放出信号暗示全球时尚行业或受地缘政治与经济形势影响有下行的风险。
但在全球整体经济形势并不乐观的大环境下，高端消费只增不减，这个现象非常少见，这究竟是消费人群对大环境判断滞后导致，还是人们收入日益增加所导致呢？
While China's luxury goods market continues to grow, analysts believe the development of the market is uncertain and closely linked to the global economy. Since the second half of 2018, observers have pointed out that the global fashion industry may be exposed to downside risks due to geopolitical and economic conditions.
或许在分析中国奢侈品消费市场时，经济学中的概率分布模型——“肥尾效应”（Fat tail），值得大众去思考。事物的运作都有波峰波谷，当经济增速到一定程度，增长放缓，回归常态化是一个趋势。但经典产品的生命周期往往影响力和持续力会更久。
奢侈品牌一方面要随时预防风险，另一方面在中国市场，尤其是二三线下沉市场在未来也给国内外奢侈品牌提供了良好的营商环境。
In China at least, second- and third-tier cities are expected to provide big potentials for both domestic and international luxury brands.
话说回来，
面对各大奢侈品品牌推出的鼠年限定款，
你会选择购买吗？
反正小编不会，因为穷。