阿里巴巴、FARFETCH、历峰集团达成全球战略合作 奢侈品新零售时代加速到来
格隆汇11月6日丨阿里巴巴集团（NYSE：BABA ，HKSE: 9988）宣布与历峰集团（SWX:CFR）共同投资奢侈品电商平台FARFETCH（NYSE：FTCH），FARFETCH的现有股东开云集团也将增资。同时，在FARFETCH的大中华区业务进行重组之后，阿里巴巴和历峰集团还将投资该业务。FARFETCH将入驻天猫国际开店，并集成在天猫奢品频道（Luxury Pavilion）运营；阿里巴巴、FARFETCH还联合推出“奢侈品新零售”倡导计划，目标是加速全球奢侈品行业的数字化，历峰集团和开云集团已经加入该计划。
具体来说，阿里巴巴集团和历峰集团将各自出资3亿美元，共同购买FARFETCH Limited发行的价值6亿美元的私募可转换债券。开云集团已同意增持5000万美元的FARFETCH公司A类股份。阿里巴巴集团和历峰集团拟以相等金额共同向FARFETCH中国注资5亿美元，并将与FARFETCH成立合资企业，运营FARFETCH中国地区的线上销售业务。阿里巴巴集团和历峰集团双方将共同持有合资公司25%的股权。在合资公司建立三年后，阿里巴巴集团和历峰集团将可选择继续增持最多24%的该合资公司股份。在完成交易条件的前提下，本次投资及合资企业预计将在2021年上半年完成并建立。
FARFETCH是2007年成立的一家全球时尚购物平台，出售来自全球1300多家精品店和品牌的产品。除了奢侈品电商业务，FARFETCH还为品牌及零售商提供电商解决方案、为线下店铺数字化及新零售技术提供解决方案，并拥有自己的潮流品牌矩阵。
世界增长看中国，中国增长看天猫。基于阿里巴巴中国零售市场的7.57亿年度活跃消费者，天猫逐渐形成了对时尚、奢侈品的独特理解，并重构着数字经济时代与消费者的互动方式。与海外市场不同，中国有数亿年轻的数字化原住民，中国市场的时尚与奢侈品的消费者更加年轻，更新喜欢数字化方式，也习惯了包括数码产品、家装家居、奢侈品等在内的大额在线消费。知名时尚媒体Business of Fashion评论道，移动设备为主、开奢侈品旗舰店，天猫提供的成功样板让奢侈品行业进入了一个全新的时代。
大量知名的时尚与奢侈品品牌也积极参与今年的天猫双11。近200家奢侈品牌参加了今年的天猫双11。天猫双11前，历峰集团旗下江诗丹顿、万宝龙、伯爵、万国等硬奢品牌相继在天猫开出官方旗舰店。10月21日天猫双11预售开始后，1000多款奢侈品新品天猫首发，包括限量、跨界、独家等双11特别单品。同时，奢侈品牌也拿出了极有诚意的折扣。淘宝直播的知名主播李佳琦、薇娅均在10月底上线了天猫奢品双11专场。在10月28日的薇娅直播间，伯爵手链、亚历山大麦昆运动鞋、加拿大鹅派克大衣、亚历山大王水钻手包均被一秒售罄。
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