SHEIN巴黎實體店開幕：€79夾克引爆人潮，爭議聲中搶攻聖誕市場
中國快時尚巨頭SHEIN巴黎實體店，雖在抗議聲中開幕，卻憑藉超低價策略在聖誕購物季引爆人潮。此舉引發了關於消費倫理、環境影響與全球零售戰略的深入探討。
抗議聲中，門庭若市。中國快時尚巨頭SHEIN於2025年11月在巴黎市中心開設的首家實體店，儘管開幕時面臨激烈抗議，如今卻成為了巴黎市民聖誕購物季的熱門去處，上演一場消費與爭議的角力。
「破盤價」引爆消費狂潮
店內數百名顧客在貨架間穿梭，仔細挑選商品。標籤上的價格極具吸引力，其中包含一件僅售66.99歐元（約79美元）的皮夾克，以及一件78.99歐元的羽絨外套。試衣間外大排長龍，顯示出在聖誕節前夕，SHEIN的超低價策略對消費者而言，無疑是個難以抗拒的誘惑。
爭議核心：時尚背後的代價
然而，這股購物熱潮背後，是揮之不去的巨大爭議。據了解，開店初期的抗議活動，主要針對SHEIN的「超快時尚」（Ultra-fast Fashion）商業模式，其對環境造成的衝擊以及供應鏈勞工權益的疑慮，一直是外界批評的焦點。巴黎的消費者似乎正處於道德考量與價格現實的兩難抉擇之中。
從線上到線下：全球戰略轉捩點？
對以電商為主戰場的SHEIN而言，進軍巴黎心臟地帶，可能是一次舉足輕重的戰略轉向。此舉被視為對歐洲實體零售市場的「投石問路」，若能取得成功，或將加速其在全球主要城市佈局實體店的步伐。這也反映出數位原生品牌正積極將其影響力從虛擬世界擴展至實體空間的宏觀趨勢。
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