复朗集团联手Shopify布局北美电商业务：奢侈品行业数字化转型新趋势
新京报贝壳财经讯（记者郑艺佳）4月27日，奢侈品时尚集团Lanvin Group（复朗集团）宣布与全球知名电商平台Shopify达成战略合作，共同打造北美市场共享数字化平台。
According to Beijing News Shell Finance (Reporter Zheng Yijia) On April 27, luxury fashion group Lanvin Group announced a strategic partnership with global e-commerce giant Shopify to jointly build a shared digital platform for the North American market.
根据协议，复朗集团计划于2023年下半年将其旗下两大品牌Lanvin和Sergio Rossi的北美电商业务迁移至该平台。此次合作标志着奢侈品行业数字化转型进入新阶段。
Under the agreement, Lanvin Group plans to migrate the North American e-commerce operations of its two major brands, Lanvin and Sergio Rossi, to the platform in the second half of 2023. This collaboration marks a new phase in the digital transformation of the luxury industry.
奢侈品电商市场快速增长
Rapid Growth of Luxury E-commerce Market
贝恩咨询数据显示，线上渠道预计将在2025年成为全球个人奢侈品市场第一大销售渠道，贡献约30%的销售额。2019-2021年间，个人奢侈品线上市场规模几乎翻倍，达到约620亿欧元。
Bain & Company data shows that online channels are expected to become the largest sales channel in the global personal luxury goods market by 2025, contributing about 30% of sales. Between 2019-2021, the online market size for personal luxury goods nearly doubled, reaching approximately €62 billion.
值得注意的是，单一品牌电商网站表现突出，2021年约占线上销售市场的40%，高于2019年的30%。这表明消费者对品牌官方电商渠道的信任度正在提升。
Notably, single-brand e-commerce websites performed exceptionally well, accounting for about 40% of the online sales market in 2021, up from 30% in 2019. This indicates growing consumer trust in brands' official e-commerce channels.
战略合作的价值
Value of Strategic Partnership
复朗集团表示，通过与Shopify合作，将能够：
Lanvin Group stated that through the partnership with Shopify, it will be able to:
- 提升客户数字化体验
- Enhance digital customer experience
- 优化业务流程
- Optimize business processes
- 加速品牌数字化转型
- Accelerate brand digital transformation
- 支持全球扩张战略
- Support global expansion strategy
在技术实现方面，复朗集团将在共享平台上整合电商资源，同时保留各品牌的独立站点、形象和数据库，确保品牌独特性的同时实现规模效益。
Technically, Lanvin Group will integrate e-commerce resources on the shared platform while maintaining each brand's independent website, image and database, ensuring brand uniqueness while achieving economies of scale.
行业影响与未来展望
Industry Impact and Future Prospects
此次合作可能引发奢侈品行业新一轮数字化竞赛。随着消费者线上购物习惯的养成，预计将有更多奢侈品牌加速电商布局，特别是通过与国际电商平台合作的方式降低技术门槛。
This collaboration may trigger a new round of digital competition in the luxury industry. As consumers develop online shopping habits, more luxury brands are expected to accelerate their e-commerce deployment, especially by partnering with international e-commerce platforms to reduce technical barriers.
校对：柳宝庆 | 封图来源：复朗集团官网
Proofreader: Liu Baoqing | Cover image source: Lanvin Group official website
