【2026进博会】LVMH 路威酩轩集团「新生代，继往开来」

LVMH 路威酩轩集团｜第九届中国国际进口博览会「新生代，继往开来」展馆｜2026 年 11 月 5 日至 10 日｜上海 国家会展中心 消费品展区

第九届中国国际进口博览会于 2026 年 11 月 5 日至 10 日在上海国家会展中心举行，148 个国家和地区的 4142 家企业参展。LVMH 路威酩轩集团第七次参展，主题「新生代，继往开来」（New Generations）。2026 年适逢中国加入世界贸易组织二十五周年，集团把这条时间线与自身在华足迹并置：1859 年轩尼诗首次把干邑运抵中国，1992 年路易威登进入中国内地，2005 年丝芙兰开出中国首店；如今集团在中国一百余座城市运营超过 1,400 家门店。展馆 500 平方米，宝格丽、迪奥、法国娇兰、轩尼诗、路易威登、丝芙兰与蒂芙尼七个品牌各设展区，覆盖珠宝、时装皮具、香氛美妆、烈酒与精品零售五个板块。

叙事的线索是代际，不是产品清单。宝格丽以 Tubogas 工艺为轴，把罗马金工传统与「宝格丽数字护照」互动并置，珠宝大工坊的工匠现场演示这道工序；法国娇兰用「珍品宝库」典藏、现代艺术装置与 3D 交互串起近两百年香氛史，香水创意总监戴尔芬·耶尔克的新作「娇兰蓝调淡香精」从蓝调时刻取意；路易威登以「中国之旅」为题，在「安尼叶荷沙龙」陈放三件旅行硬箱：一件出自十九世纪广东制箱匠之手，属加斯顿-路易·威登古董收藏；一件约制于 1910 年代，与探险家阿尔贝·卡恩相关；另一件出现在摄影师布鲁诺·阿维扬的镜头里。

开幕仪式上，路易威登总裁兼首席执行官 Pietro Beccari、轩尼诗总裁兼首席执行官 Charles Delapalme、娇兰总裁兼首席执行官 Gabrielle Saint-Genis、宝格丽首席执行官 Laura Burdese、集团大中华区总裁吴越与秘书长 Marc-Antoine Jamet 到场；董事会主席兼首席执行官 Bernard Arnault 从法国发来致辞，重申对中国市场的长期信心。11 月 5 日「新生代，继往开来」论坛由吴越主持，与集团美妆全球研发总裁 Marie Videau、酩悦轩尼诗帝亚吉欧中国区总裁 Anne Cai、Fendi 大中华区总裁 Zhiwen Zhang 讨论年轻消费者如何重写精品消费；11 月 6 日「以小见大」论坛回溯中国「入世」前后的精品零售开放历程，2004 年 9 月 30 日路易威登取得外商独资商业零售营业执照的细节被重新提起。

展台之外，七个品牌把展期当成内容窗口。宝格丽的工匠演示呼应上海当代艺术博物馆「Kaleidos 万花绮镜」特展，展期延至 11 月 15 日；娇兰把「蓝调淡香精」全球首发放在上海；轩尼诗与蜀绣艺术家刁娟合作的「瑞羊典藏版」预告 2027 中国新春，全球限量 50 件，并宣布中国首家旗舰店将在上海前滩太古里启幕；丝芙兰把自有品牌三十周年与「毛戈平·光韵」的独家合作并置；蒂芙尼以六爪镶嵌钻戒、「石上鸟」与十六石系列串起经典；迪奥一侧，乔纳森·安德森重新诠释迪奥套装与 Lady Dior，真我浓情香精减重瓶身，身体护理与彩妆改用可补充装、可替换芯，指向材料减量。工艺演示、论坛与门店、首发连成一条线。

LVMH Moët Hennessy Louis Vuitton | Pavilion at the 9th China International Import Expo, "New Generations" | November 5-10, 2026 | Shanghai, National Exhibition and Convention Center, Consumer Goods Area

The 9th China International Import Expo took place at the National Exhibition and Convention Center in Shanghai from November 5 to 10, 2026, drawing 4,142 companies from 148 countries and regions. LVMH returned for the seventh time, this year under the theme "New Generations." The year 2026 also marks a quarter of a century since China joined the World Trade Organization, and the group set that timeline beside its own record in the country: Hennessy first shipped cognac to China in 1859, Louis Vuitton entered the mainland market in 1992, and Sephora opened its first Chinese store in 2005. Today the group runs more than 1,400 stores across over 100 Chinese cities. Its 500-square-metre pavilion gathered seven houses -- Bvlgari, Dior, Guerlain, Hennessy, Louis Vuitton, Sephora and Tiffany & Co. -- each with a dedicated zone, spanning jewellery, fashion and leather goods, fragrance and beauty, wines and spirits, and selective retailing.

The spatial narrative is built around generations rather than a product list. Archive and heritage sit on one side, digital interaction and new materials on the other. Bvlgari takes its Tubogas technique as the thread, placing Roman goldsmithing beside an interactive "Bvlgari digital passport," while craftsmen from the maison's jewellery workshop demonstrate the process on site. Guerlain strings nearly two centuries of perfumery through the La Réserve des Sublimes collection, contemporary art pieces and a 3D experience, with L'Heure Bleue by creative director Delphine Jelk drawing on the blue hour and answering Jacques Guerlain's original. Louis Vuitton titles its area "Journey to China" and installs three travel trunks in the Asnières Salon: one made by a 19th-century Guangdong trunk maker from Gaston-Louis Vuitton's antique collection, one dating from around the 1910s and linked to the explorer Albert Kahn, and one photographed by Bruno Aveillan against Chinese landscapes.

The pavilion opened on November 5 with a group of senior executives on hand, among them Pietro Beccari, president and CEO of LVMH Fashion Group and of Louis Vuitton; Charles Delapalme, president and CEO of Hennessy; Gabrielle Saint-Genis, president and CEO of Guerlain; Laura Burdese, CEO of Bvlgari; Michael Schriver, president of LVMH North Asia; Wu Yue, president of LVMH Greater China; and group secretary-general Marc-Antoine Jamet. Chairman and CEO Bernard Arnault sent remarks from France reaffirming the group's long-term confidence in the market. Two forums carried the theme beyond the booth: on November 5, Wu Yue moderated a "New Generations" conversation with Marie Videau, global president of beauty R&D, Anne Cai of Moët Hennessy Diageo China and Zhiwen Zhang of Fendi Greater China on how younger shoppers are rewriting what luxury means; on November 6, a second panel looked back at the opening of premium retail around China's WTO accession, recalling the licence Louis Vuitton obtained on September 30, 2004 to run a wholly foreign-owned retail business.

Beyond the booth, each house turned the six-day run into a content window. Bvlgari's craft demonstrations echo its Kaleidos exhibition at the Power Station of Art, whose run was extended to November 15. Guerlain chose Shanghai for the global premiere of L'Heure Bleue. Hennessy previewed Chinese New Year 2027 with an "Auspicious Ram" edition made with Sichuan embroidery artist Diao Juan, limited to 50 pieces, and announced that its first Chinese flagship will reopen at Taikoo Li Qiantan in Shanghai. Sephora paired the 30th anniversary of Sephora Collection with MAOGEPING LIGHT, an exclusive label developed with Mao Geping. Tiffany & Co. lined up the Tiffany Setting, Bird on a Rock and the Sixteen Stone series. Dior, for its part, put reinvention and sustainability in the same display: Jonathan Anderson's take on the Bar Suit and Lady Dior, alongside lighter bottles for J'adore and refillable formats across body care, lipstick and cushion foundation. Craft demonstrations, the forums and the city's stores, exhibitions and launches form one continuous line: the six days in Shanghai serve to explain where these retail moves come from and where they go next.

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