新節(jié)儉主義興起 中國成衣升級

【好展會網(wǎng)】 <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">經(jīng)濟(jì)觀察報(bào)</span></b><b><span style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體"> </span></b><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">記者</span></b><b><span style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體"> </span></b><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">呂英博</span></b><span style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">王科研是北京一家證券公司的中層職員，兩三年前就已經(jīng)習(xí)慣了消費(fèi)杰尼亞的西裝和</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">HugoBoss</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的襯衫。在經(jīng)歷了這場金融危機(jī)之后，他感覺自己的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">好日子</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">需要改變一下了。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">去年冬天，國外的奢侈品打到了三折、四折，回想起原來花在這些大牌上的錢突然覺得有點(diǎn)不值，一下子購買欲望就沒了。不過，做金融這行行頭還是需要體面一些，我現(xiàn)在就更傾向于性價(jià)比相對高一些、款式經(jīng)典的東西。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">王科研說，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">而且，現(xiàn)在這個(gè)階段全身上下都是名牌可能是挺尷尬的事兒，不合時(shí)宜。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="center" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: center; mso-pagination: widow-orphan"><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">新節(jié)儉主義的興起</span></b><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">王科研的想法是時(shí)下抬頭的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">新節(jié)儉主義</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的典型心態(tài)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">他的收入并沒有受到很大的影響，但是支出上卻更為精打細(xì)算，既要避免過度的奢華，又要將日子過的體面、舒服。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">法國高級時(shí)裝公會中國區(qū)總監(jiān)趙倩對記者說：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">前幾年，國內(nèi)消費(fèi)者更偏向一種沖動(dòng)的、炫耀式的消費(fèi)習(xí)慣，但是金融危機(jī)的到來讓不少人開始回歸理性消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">盡量減少不必要的開支、在一定的范圍內(nèi)選擇性價(jià)比更高的產(chǎn)品、對是否時(shí)尚的要求減低，卻更加看重品質(zhì)本身。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">波士頓咨詢公司研究所發(fā)現(xiàn)：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趨優(yōu)消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">可能是購買一個(gè)特定類別中的低價(jià)產(chǎn)品，而</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趨低消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的意思可能是根本就不買某一類產(chǎn)品。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趨低消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">并不意味著將就，而是尋求價(jià)廉物美的產(chǎn)品。這是對價(jià)格和收益的精明權(quán)衡，消費(fèi)者在檢查自己的購買決定時(shí)，就好像企業(yè)的高級主管在構(gòu)思商業(yè)戰(zhàn)略一樣的仔細(xì)。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">不難想象，這股新節(jié)儉主義的興起會給連續(xù)快速發(fā)展了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">6</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年的奢侈品行業(yè)帶來什么樣的沖擊。根據(jù)國際購物中心協(xié)會</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">(ICSC)</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">的數(shù)據(jù)顯示，自去年</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">6</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月份以來，全球奢侈品銷售商每個(gè)月都是零售業(yè)中業(yè)績最差的群體。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">ICSC</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">還降低了對</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2009</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年奢侈品零售狀況的預(yù)期，認(rèn)為全年銷售額將下降</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">15</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">％，而不是此前預(yù)計(jì)的下降</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">8</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">％。就連被認(rèn)為可以挽救奢侈品的中國市場情況也很不樂觀。根據(jù)上海商業(yè)網(wǎng)數(shù)據(jù)，從去年</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">10</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月開始，上海靜安區(qū)的奢侈品消費(fèi)下降趨勢就已非常明顯</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"><img src="http://bbs.haozhanhui.com/editor/images/smilies/default/5.gif" />/span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">南京西路上的久光、恒隆、梅龍鎮(zhèn)、中信泰富四大廣場的客流量減少</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">10%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">以上，主要幾家高端購物中心的銷售額，梅龍鎮(zhèn)伊勢丹同比下降</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">15%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">、恒隆廣場環(huán)同比減少</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">21.23%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">上海復(fù)旦大學(xué)的奢侈品研究專家<st1:personname w:st="on" productid="孫一民">孫一民</st1:personname>教授認(rèn)為，中國與世界的聯(lián)系比以往更加緊密，因此不可能在這場席卷全球的經(jīng)濟(jì)危機(jī)中</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">獨(dú)善其身</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。由于股市低迷和投資項(xiàng)目資金緊縮等原因，奢侈品消費(fèi)的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">核心客戶</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國富有階層的財(cái)富大大縮水。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">他們在奢侈品的消費(fèi)上自然沒有以前那么大方。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">孫一民說。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">《福布斯》雜志中文版發(fā)布的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2008</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國富豪榜</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">顯示，在全球經(jīng)濟(jì)形勢劇烈動(dòng)蕩的環(huán)境下，由于中國內(nèi)陸和香港的股市狂跌以及房市低迷，中國富豪們的財(cái)富已經(jīng)受損。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">400</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">名富豪的資產(chǎn)凈值總和從</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2880</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">億美元縮減至</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">1730</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">億美元。富豪</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">40</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">強(qiáng)的資產(chǎn)凈值蒸發(fā)了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">680</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">億美元，跌幅達(dá)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">57%</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">對于中國奢侈品消費(fèi)的另一個(gè)主力群體</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年輕白領(lǐng)，<st1:personname w:st="on" productid="孫一民">孫一民</st1:personname>教授將則其稱為</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">邊緣客戶</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">購買欲望膨脹但卻極易受沖擊。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">他們可能為了買一個(gè)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">LV</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">手提包省吃儉用好幾個(gè)月，一旦購買，便陷入暫時(shí)的經(jīng)濟(jì)拮據(jù)。如今不斷上漲的生活成本，遭受削減的薪水，以及與日俱增的失業(yè)幾率抑制了他們的消費(fèi)勢頭。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="center" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: center; mso-pagination: widow-orphan"><b><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體">理性消費(fèi)回歸，中國成衣品牌升級</span></b><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">相較國際一線品牌的一籌莫展，國內(nèi)近</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">20</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年間發(fā)展起來的大眾精品品牌卻獲得了難得的發(fā)展空間。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">現(xiàn)在這個(gè)時(shí)間點(diǎn)，很多人的消費(fèi)觀念有所轉(zhuǎn)變，尤其是高端消費(fèi)群體。而大眾精品品牌恰好符合人們轉(zhuǎn)變之后的需求</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在負(fù)擔(dān)得起的價(jià)格范圍內(nèi)有好的品質(zhì)，而且品牌的檔次也不會有失體面。所以對這一類型的服裝品牌來說現(xiàn)在的發(fā)展時(shí)機(jī)非常好。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趙倩說。據(jù)悉，雅戈?duì)柸ツ昴媸猩仙?lt;/span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">1</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">至</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">11</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月內(nèi)銷市場的銷售額增長了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">20</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">％。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在今年</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">3</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">月末舉行的</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2009</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國服裝博覽會上，主辦方中國服裝協(xié)會也特別將這一類型的服裝品牌以</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> </span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國高級成衣</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">為名推到了媒體和消費(fèi)者的面前。在解釋強(qiáng)調(diào)這一類型服裝的原因時(shí)，中國紡織工業(yè)協(xié)會副秘書長、中國服裝協(xié)會副會長陳大鵬說：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">隨著中國步入小康社會，中產(chǎn)階層的出現(xiàn)，消費(fèi)出現(xiàn)了細(xì)分化趨勢，在著裝方面，特殊的階層正在產(chǎn)生特殊的消費(fèi)需求，在中國的一線城市以及部分二線城市已經(jīng)具備了消費(fèi)高級成衣品牌的條件；另一方面中國服裝業(yè)經(jīng)過</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">20</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">年的發(fā)展、沉淀，已經(jīng)出現(xiàn)了一批定位準(zhǔn)確、產(chǎn)品研發(fā)、市場通路以及品牌系統(tǒng)完善的品牌群。我們希望提供平臺讓消費(fèi)者認(rèn)識、了解這一類型的服裝品牌。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">美國《</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">NewsWeek</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">》駐巴黎時(shí)尚記者</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">DanaThomas</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在《</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">DELUXE</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">》（《廉價(jià)的奢華》）一書中披露了奢侈品牌在中國做代加工的事實(shí)，在當(dāng)時(shí)的奢侈品行業(yè)曾掀起了軒然大波，眾多品牌紛紛站出來予以否認(rèn)?，F(xiàn)在，中國是亞太地區(qū)最大的奢侈品制造國已是不爭的事實(shí)。作為世界一線品牌代工在某種程度上就意味著國內(nèi)服裝制造在工藝水準(zhǔn)和生產(chǎn)管理方面可以達(dá)到國際一線品牌的水準(zhǔn)。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">雅戈?duì)柤瘓F(tuán)副總裁、雅戈?duì)柗椏偨?jīng)理陳志高對記者說：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">我們每年生產(chǎn)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2000</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">萬件襯衫，其中有</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">1400</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">萬件是為包括</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">POLO</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">、</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">Calvin Klein</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">等這樣的大品牌做代加工業(yè)務(wù)。面料是我們自己生產(chǎn)的，工藝、技術(shù)也是我們的。論品質(zhì)，貼著雅戈?duì)柹虡?biāo)的襯衫與那些個(gè)國際大牌沒有什么區(qū)別。國產(chǎn)品牌在品質(zhì)方面是完全沒有問題的。那些貼著名牌商標(biāo)的襯衫賣到了一兩千元人民幣，但是雅戈?duì)柕囊r衫只賣到</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">600</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">元</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">800</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">元，對國內(nèi)消費(fèi)者來說，這應(yīng)該是一個(gè)比較合理的價(jià)格。不少國內(nèi)品牌為了拉近與國際品牌的距離，不斷提高定價(jià)，我不贊同這種做法。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">國產(chǎn)自主品牌有了更高的性價(jià)比，就勢必引起品牌營銷策略的改變。根據(jù)我們對</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">50</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">多家企業(yè)，數(shù)十家商場，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">300</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">多個(gè)消費(fèi)者進(jìn)行隨機(jī)抽樣調(diào)查顯示，消費(fèi)者對中國服裝的自主品牌并不十分滿意</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">2009</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">中國服裝論壇的吳蕾說：</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">重新定位與分析中國市場的變化，是每個(gè)中國服裝品牌今年的必修課。市場環(huán)境越復(fù)雜，營銷策略就越講究系統(tǒng)化，過去我們的行動(dòng)大于思考，而現(xiàn)在，我們應(yīng)該拿出更多的時(shí)間去思考特殊時(shí)期的營銷策略</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">關(guān)于服裝的品牌經(jīng)營，趙倩認(rèn)為，不管是西方還是東方，服裝產(chǎn)業(yè)的發(fā)展都是遵照一定規(guī)律的。在這方面，時(shí)裝工業(yè)發(fā)達(dá)國家的模式是值得我們借鑒的。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">阿瑪尼的生產(chǎn)規(guī)模不大，和國內(nèi)的服裝企業(yè)動(dòng)輒一年上千萬件的產(chǎn)量完全比不了，但是它卻包括了</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">9</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">條完整的產(chǎn)品線，覆蓋了幾乎所有年齡段的人，從老到小，只要你認(rèn)可阿瑪尼代表的生活方式，你都可以穿上阿瑪尼的衣服。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">趙倩說，</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">在這一點(diǎn)上，國內(nèi)的品牌與國際品牌還是有差距的，不過，情況正在發(fā)生變化。以雅戈?duì)枮槔?，前幾年還只是著眼于走量、賣款式的經(jīng)營方式，但是現(xiàn)在已經(jīng)對消費(fèi)者進(jìn)行細(xì)分，推出針對高端消費(fèi)群體的金標(biāo)系列，針對都市白領(lǐng)階層的藍(lán)標(biāo)以及為年輕人開發(fā)的綠標(biāo)系列。從定位到設(shè)計(jì)都分別面對各自的消費(fèi)群體。這樣高端線的形象就會為副線增加附加值。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱文</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱利是走高端路線的國產(chǎn)男士正裝品牌。如果要跟國外的品牌比，它的優(yōu)勢不在品牌運(yùn)作模式、款式設(shè)計(jì)上。但是，凱文</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱利開在小區(qū)里的專賣店有</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">74</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">位常顧客，年?duì)I業(yè)額達(dá)到</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">192</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">萬。它是怎么做的呢？</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">關(guān)鍵就在服務(wù)上。我們抓住了有錢人的生活習(xí)慣，他們沒有精力和時(shí)間來保養(yǎng)服裝，我們提供終身保養(yǎng)、</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">24</span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">小時(shí)服務(wù)，為顧客量身定做。比如說夏天的襯衣經(jīng)常從腰部滑出來，我們怎么為顧客解決這個(gè)問題呢？在襯衣上配上柔軟的鉤子把內(nèi)褲鉤住就行了。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱文</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">凱利市場部負(fù)責(zé)人說。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p> <p class="MsoNormal" align="left" style="background: white; margin: 7.5pt 0cm; text-indent: 24pt; line-height: 19.5pt; text-align: left; mso-pagination: widow-orphan"><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">正如趙倩所說，前幾年，國內(nèi)消費(fèi)者更偏向沖動(dòng)的、炫耀式的消費(fèi)習(xí)慣，但是金融危機(jī)的到來讓不少人開始回歸理性消費(fèi)</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"></span><span style="color: #333333; font-family: 宋體; mso-font-kerning: 0pt; mso-ascii-font-family: ??; mso-hansi-font-family: ??; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt">盡量減少不必要的開支、在一定的范圍內(nèi)選擇性價(jià)比更高的產(chǎn)品、對時(shí)尚的要求減低，而更加看重品質(zhì)本身。</span><span lang="EN-US" style="color: #333333; font-family: ??; mso-font-kerning: 0pt; mso-bidi-font-family: 宋體; mso-bidi-font-size: 10.5pt"> <o:p></o:p></span></p>
(好展會網(wǎng)  )