在學(xué)習(xí)奢侈品管理的這一年里我做了四個(gè)課題，分別是《梅森·馬吉拉品牌咖啡店調(diào)研》、《年輕奢侈品消費(fèi)者研究》、《祖·馬龍品牌與香氛市場》、《上海二手奢侈品消費(fèi)者調(diào)查研究》。我對(duì)自己喜歡的品牌故事，以及和當(dāng)前消費(fèi)現(xiàn)象與品牌運(yùn)營、相關(guān)產(chǎn)業(yè)之間的聯(lián)系有了更深層次的了解。

時(shí)裝品牌“梅森·馬吉拉”，在上海開設(shè)的咖啡店引起了我的興趣。我對(duì)咖啡店進(jìn)行了線上調(diào)研和線下考察包括對(duì)價(jià)格、餐品、地理位置和店鋪風(fēng)格的調(diào)查記錄。并對(duì)消費(fèi)者進(jìn)行采訪，了解用戶畫像以及品牌本身在大眾之間的知名度。通過橫向?qū)Ρ龋R吉拉的咖啡店的目標(biāo)客戶更偏向大眾，咖啡的口味和餐點(diǎn)的設(shè)計(jì)也能夠體現(xiàn)品牌的審美和理念。

《上海二手奢侈品消費(fèi)者調(diào)查研究》首先調(diào)查了二手奢侈品市場國際背景。然后調(diào)研了上海二手門店類、買家的進(jìn)貨渠道，并對(duì)于客戶的問卷調(diào)查和采訪。近幾年二手奢侈品的價(jià)格逐漸升高，受到經(jīng)濟(jì)環(huán)境影響和環(huán)保意識(shí)的提高，逐漸有更多人趨向購買二手奢侈品。一些派生行業(yè)比如線上鑒定機(jī)構(gòu)和相關(guān)法律的設(shè)立也體現(xiàn)了行業(yè)正在逐漸發(fā)展。但我認(rèn)為該行業(yè)目前還未能形成一種潮流文化，大部分消費(fèi)者依然不愿意購買他人使用過的或舊的產(chǎn)品。對(duì)此我認(rèn)為如果該行業(yè)需要繼續(xù)發(fā)展可以進(jìn)行更多宣傳包括在大眾媒體上爭取對(duì)店鋪的曝光機(jī)會(huì)，通過公眾人物影響大眾消費(fèi)觀。完善驗(yàn)貨售后保障服務(wù)，以及對(duì)于賣家的資質(zhì)檢查，讓消費(fèi)者更加安心。

PENG Luxi

Luxury Brand Management 

Over the past year while studying luxury brand management, I have undertaken four projects: "Maison Margiela Café", "Survey of Young Luxury Goods Consumers", "Jo Malone Brand Analysis & Environmental Scent", and "Consumption Study of Shanghai's Second-hand Luxury Goods Market". These studies have deepened my understanding of the narratives behind my favorite brands, their operations, and the link between current consumer phenomena and related industries.

The Maison Margiela café in Shanghai, a venture of the fashion brand, piqued my interest. I conducted both online and on-site research of the café, which included analyzing its pricing, menu, location, and stylistic approach. Additionally, I interviewed consumers to comprehend their profiles and the brand's popularity among the general public. A comparative analysis revealed that the café targets a mainstream clientele, with coffee flavors and meal designs that reflect the brand’s aesthetic and philosophy.

The "Consumption Study of Shanghai's Second-hand Luxury Goods Market" began with an investigation into the international context of the second-hand luxury goods market. The study then examined the types of stores in Shanghai, the procurement channels of buyers, and included surveys and interviews with customers. In recent years, the price of second-hand luxury items has risen due to economic factors and a growing environmental consciousness, leading more people to consider these goods. Emerging industries like online authentication services and relevant legal frameworks highlight the industry's development. However, I believe this sector has yet to establish itself as a trend, as most consumers remain reluctant to purchase used or pre-owned products. To foster further growth, the industry could enhance its visibility through mainstream media and leverage public figures to influence consumer perceptions. Additionally, improving post-purchase verification and seller accreditation services could reassure customers, encouraging greater trust in the market.