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巴黎世家、Gucci 登陸元宇宙 售賣奢侈品

by Connie —— 2021-12-15
27 share / 3.5k views

_________________________________________________________________________________________

元宇宙熱潮直捲全球,就連時尚產業也開始陸續進軍。摩根士丹利(Morgan Stanley)分析師預估,當奢侈品產業跨足元宇宙,到了 2030 年,奢侈品在元宇宙的市場規模可能高達 500 億歐元(約 4400 億港元)。這意味著奢侈品在 2030 年以前,營收可能還有成長逾 10% 的機會,稅前息前盈餘(EBIT)有望再增 25%。

 

巴黎世家及 Gucci 在元宇宙中販賣奢侈品

由 Edward Stanley 帶領的摩根士丹利(Morgan Stanley)分析師團隊指出,在 Roblox 上,每 5 位遊戲玩家就有 1 位每天更換角色造型,對他們來說,形象就是虛擬體驗中的一切。

Source: Roblox

開雲集團(Kering)旗下的巴黎世家(Balenciaga)9 月開始在熱門遊戲《要塞英雄》(Fortnite)中販賣「皮膚」(skin),要價 1,000 V 幣(約 8 美元)。而 Gucci 在 Roblox 推出數位版 Dionysus 包款,要價 35 萬 Robux 幣(約 4,100 美元),比現實售價 3,400 美元還貴。社群遊戲可以替奢侈品的整體潛在市場提升 100 億至 2,000 萬美元。

 

時尚產業進軍 NFT

非同質化代幣(NFT)市場帶來的商機也相當驚人。Dolce & Gabbana 以 570 美元賣出 9 個 NFT,摩根士丹利分析師認為,到了 2030 年,奢侈品的數位收藏品可能佔 3,000 億美元 NFT 市場中的 250 億美元。

Source: Dolce & Gabbana

更重要的是,這些在虛擬世界獲得的營收,有多少會流回企業手中,目前虛擬世界的單位生產成本跟分銷成本都很低,像 NFT 平台 OpenSea 抽取 2.5% 佣金,遠低於阿里巴巴、天猫或 Farfetch 等平台的 15%到 40%。

此外,智慧合約允許 NFT 創作者在每次交易時獲取一定比例的銷售價格,不像真實世界那樣只有在最初交易中分成。分析師還表示,比起珠寶、手錶等硬性奢侈品供應商,販賣服飾、皮具和鞋子的軟性奢侈品廠商更能從虛擬世界的需求中獲利。

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