奢侈品牌成京東天貓新戰(zhàn)場

8月1日阿里巴巴開通了天貓奢侈品頻道，首批入駐奢侈品頻道的17個品牌包括巴寶莉、瑪莎拉蒂和愛馬仕旗下家居服裝品牌。與此同時京東也宣布計劃開設(shè)一家奢侈品銷售平臺，與對手阿里巴巴爭奪中國高端消費者。京東PK阿里巴巴，誰在奢侈品大戰(zhàn)中更有優(yōu)勢呢?

A Tmall mascot poses with a Maserati SUV Levante 350HP in Hangzhou, Zhejiang province, after the luxury carmaker sold its first 100 models on the Alibaba online platform. Starting at 999,800 yuan, Maserati sold all 100 cars in 15 minutes last year. [Xu Kangping/for China Daily]

請看《中國日報》的報道：

Luxury labels are at the center of a new online battle between Chinese internet giants looking to cash in on the consumer craze for designer fashion. Big players such as JD.com Inc and Alibaba Group Holding Ltd are going head-to-head to capture a market which is worth billions of dollars a year.

奢侈品牌成了中國網(wǎng)絡(luò)巨頭的新戰(zhàn)場。京東和阿里巴巴正在激烈搶奪這塊每年價值數(shù)十億美元的市場，二者都想利用消費者對大牌的狂熱大賺一筆。

早在今年6月，京東就宣布與英國時尚精品購物平臺Farfetch建立了戰(zhàn)略合作伙伴關(guān)系(announced a strategic partnership with Farfetch UK Ltd)，雙方將合作創(chuàng)建全國奢侈品網(wǎng)購平臺。

兩個月后，阿里巴巴在天貓網(wǎng)站上專為奢侈品品類開通了奢侈品頻道(launch the Luxury Pavilion site for blue chip brands)，要和京東一爭高下。

奢侈品廠商一度對電商不屑一顧，就在幾年前，中國消費者買到的大多數(shù)奢侈品還都是經(jīng)由代購(daigou，private overseas shopping representatives)從國外購買的。但是今年夏天，局面正在逐漸發(fā)生變化。

為了更好地服務(wù)高端消費者，京東近期專門為奢侈品購買者推出了“白手套”快遞服務(wù)("white glove" express delivery service)，名為“京尊達”高端配送。西裝革履的高顏值快遞小哥戴著白手套、開著電動汽車(electric car)將商品送到顧客手中。

相比阿里巴巴，京東的一大優(yōu)勢在于，它的“打假”(combating counterfeit brands)壓力沒有那么大。不過，阿里巴巴也有自己的優(yōu)勢，大牌廠商可以自己在天貓奢侈品頻道開設(shè)官方直營店(official stores)。