高端人群奢侈品消费走势_1

1、 01 调查 | SURVEYLuxury Consumption Trendsfor Super High-Income GroupsWill the spending on luxury goods change during the next 12 months?Base=All respondents14%DecreaseExpected percentages of increase Base=the increase in consumption amount on luxury goods during the upcoming 12 months7%More than 60%C

2、hina has already become the worlds second largest luxury consumer market. As one of the main drivers of the Chinese luxury market, the top income groups have strong purchasing and spending power on luxury goods. But what are their features and trends on luxury consumption? Ipsos has recently conduct

3、ed a survey among more than 500 tophigh-income earners (with total personal assets exceeding 50,000 Yuan) aiming to understand their consumption behaviors. The following are thefindings of the survey:17%41-60%39%47%Remainthe same21-40%39%Increase37%Less than 20%I The luxury consumption for top earne

4、rsis still increasing with the biggest potential lying in young consumersSource: IpsosSource: IpsosThe slump of the Chinese economy, especially the campaign against corruption in China has seen a slowdown in the Chinese luxury market. Although the market growth has been hindered, there is still a st

5、rong momentum on luxury consumption of high-earning groups. According to this survey, nearly 40% of the respondents claim that the luxury consumption amount will increase during the next year; 50% of the respondents think that such a level will remain the same; only 14% of the respondents foresee a

6、decrease of luxury spending. Among all the respondents who expect an increase, 63% of them estimate that the increase percentage will be more than 20%. Overall, the top earners still have an enormous potential for the luxury market in China.Will the spending amount on luxury goods be changed during

7、the next 12 months?Expected percentages of increase Base=the increase in consumption amount on luxury goods during the upcoming 12 monthsLess than 20% 21-40%41-60%More than 60%Base=All respondentsIncreaseRemain the sameDecrease334817 2WomenWomen4339Men432617Men3457020406080100On a gender-basis, 43%

8、of the female respondentsthink that the consumption on luxury goods will increase020406080100Source: IpsosSource: Ipsos91814during the next year, higher than the males one; from the perspective of increase percentages, the expected increase is close for men and women; overall the top- earning males

9、and females have the same consumption potential on luxury goods.Will the spending amount on luxury goods be changed duringsthe next 12 months?Base=All respondentsExpected percentages of increase Base=the increase in consumption amount on luxury goods during the upcoming 12 monthsLess than 20%21-40%4

10、1-60%61-80%IncreaseRemain the sameDecreaseOn a wage basis, nearly half (49%) of the respondents aged between 20-30 think that they will increase their spending potential on luxury goods while the number for the respondents group aged between 31-40 is 41% and the respondents group aged between 41-50

11、- only 18%. Among all respondents who will increase their spending amount, 68% of them aged between 20 and 30 consider that the increase will exceed 20%. Such figures for the respondents group aged between 31and 40 is 62%. Overall, the young luxury consumers aged between 20 and 30 have the greatest

12、potential. In recent years, with the fast development of the Chinese economy, the young new rich class is rising and taking more and more important positions in the luxury market with their strong purchasing power and desires. The luxury market in China is entering the Young Era.10010076614192518188

13、080103345456060384044404049412020333225180020-30岁31-40岁41-50岁Source: Ipsos20-30岁31-40岁41-50岁Source: IpsosPercentage of overseas spending in total luxury spending during the previous yearBase=Having a purchasing experience overseas on luxury goods during the past 12 months6%II Shifting of Purchasing

14、PowerIf the respondent has purchased luxury goods overseas during the past 12 monthsBase=All respondents30%Only purchased overseas48%Only purchased in Chinese mainland22%Purchased bothin Chinese mainland and overseasWhere do the high-earners release their spending power? According to the survey, 70%

15、 of the respondents have purchased luxury goods overseas. 22% of the respondents have only purchased overseas. Nearly half (48%) of the respondents have made purchases both on the Chinese mainland and overseas. Among the respondents who have purchased luxury goods overseas during the past year, the

16、percentageof the overseas spending is more than 40% for 65% of them, indicating that the purchasing power on luxury goods is concentrated overseas.12%Less than 20%More than 80%23%61-80%23%21-40%Judging by the types of products purchased overseas, the most purchased items are cosmetics and boxes &bag

17、s, followed by garments and watches. Cosmetics and boxes & bags are the most purchased itemsfor women; in addition to cosmetics and boxes & bags, men are also crazy about purchasing watches overseas.36%41-60%Source: IpsosSource: IpsosCheap price is the main reason for the overseas purchases (53%) fo

18、llowed by product portfolio range (48%), latest products (47%) and better customer services (40%). Whats worth noting is that the shopping experience is also valued. 40% of the respondents think that a better store experience is one of the main reasons for their overseas purchases. This factor has a

19、lways been ignored by the Chinese shops. Although the service level is better than the average level, notall stores can meet high-end customers psychological needs. As for the luxury stores, it is not enough to only provide satisfaction. One needs to learn how to please customers. Only by doing so,

20、the brand positioning could be matched and the brand image improved.Gender-wise types of luxury goods purchased overseas during the past yearBase=Having a purchasing experience overseas on luxury goods during the past 12 months49 49Types of luxury goods purchased overseas during the previous yearBas

21、e=Having a purchasing experience overseas on luxury goods during the past 12 months444435383934335050383124 27284040262626 2414222230301821212020321010010III Wide Acceptance of Online PurchaseOnline purchase of luxury goods has been gradually accepted by the public. According to the survey, nearly t

22、hirty percent (27%) of the respondents have had online purchasing experiences on luxury goods. More than thirty of the female respondents (31%) say theyMenWomenSource: IpsosSource: IpsosIf the respondent has purchased luxury goods online during the past 12 monthsBase=All respondents27% yeshave purch

23、ased online during the past year, showing aslightly higher percentage than the one of men (22%).Gender-wise percentage of respondents who have purchased luxury goods online during the previous yearIt is traditionally believed that the luxury good is very much focused on experience and this exactly i

24、s the weakness of online shops which cannot provide good offline experience. So why do some people still choose to purchase online? According to the survey, the product variety and low price are the main reasons. Many real stores have limited product types while more choices are provided by e-busine

25、sses, a good selling point for consumers.Base=All respondentsNoYes10080 6073% no40According to the survey, the most purchased luxury goods are boxes & bags. During the past 12 months, 30% of the respondents have purchased boxes & bags online followed by garments and cosmetics (29%).200MenWomenAs for

26、 the respondents who have no luxury purchasing experience, 45% of them have the interest of tryingonline purchase on luxury goods. More women are interested in online purchase of luxury goods (51%).Source: IpsosSource: IpsosTypes of luxury goods purchased online during the past 12 monthsBase=If the

27、respondent has purchased luxury goods online during the past 12 monthsMain reasons to make online purchasesBase=If the respondent has purchased luxury goods online during the past 12 monthsBut what stands in the way of their purchases? According to the survey, the primary concern is product authenti

28、city issue. Among the respondents who do not plan to purchase luxury goods online, nearly half of them (47%) are worried about the product authenticity followed by trade risk (43%) and delayed takeaway of products (40%). The luxury e-businesses can grow by addressing the concerns on product authenti

29、city and trade risk.081624320102030More product types to choose from32Boxes & bags3029GarmentsCheaper price online3222CosmeticsGarment accessories（waistband, glasses andect.）JewelryEasier product comparison2719At present, the luxury e-businesses face multiple difficulties such as goods supply and pr

30、oduct trust. With the maturing of the consumption ideas and habits in China, the online model on luxury goods will be recognized by more and more people. Of course, the nature of luxury goods will make sure that the most purchases are made offline. However, online sales can serve as a supplementary

31、approach and the way of solving inventory issues.17Home delivery service to save time and energy2513WatchesOpportunity to buy sold-up items or limited edition items online1312Wines8ShoesSource: IpsosSource: IpsosTendency to purchase luxury goods with style rather than rely ons brand publicityBase=Al

32、l respondentsIV Low-profile luxury is now being accepted with a strong demand onindividualization and customization.02040608010069TotalIn terms of consumption ideas, it is found that many top earners now agree with the concept of a low- profile luxury. 79% of the respondents say that they like relat

33、ively low-key luxury goods. Nearly 70% of the respondents say that they do not care about thepublicity of the product in China. Meanwhile, more and more young people are now choosing low-profile luxury goods and do not care about brand publicity. Overall, low-profile luxury goods with no logo will f

34、ind its way in the Chinese market.7720-30岁6531-40岁5141-50岁Source: Ipsos79%of the respondents say that they like relatively low-key luxury goods.Tendency to purchase low-profile luxury goodsBase=All respondentsMeanwhile, the demand on individualization and customization is growing increasingly day by

35、 day. Overall, 58% of the respondents tend to choose customized products and hate to share the same product with others. 69% of the respondents aged below 30 tend to choose individualized products, a higher rate than any other age group. For example, many luxury brands are now coming to China such a

36、s AMG and Brabus to meet the growing demand on top gear in China. In addition to cars, the trend is also seen in areas such as jewelry, garment, yacht and private jets.020406080100Total7958%of the respondents tend to choose customized products and hate to share the same product with others.9420-30岁8

37、131-40岁4941-50岁Source: Ipsos22316978Channels for getting information on luxury brands/productsBase=All respondentsChannels for getting luxury brand/product informationBase=Often obtain luxury brand/product information via the Internet or mobile InternetV Magazines have become the touch pointfor main

38、stream brands and the role of the New Media can not be ignored010203040MagazinesShopping mall/ shop salespeopleRelative, friend and colleague recommendationsRelated activities and partiesInternet46How do the top earners find information on luxury goods? According to the survey, magazines are the pri

39、mary channel for obtaining information on luxury goods. 46% of the respondents often get information on luxury products or brands via magazines, 41%by salespeople introductions and 34% by peer or colleague recommendations. Whats worth mentioning is that although the Internet is dealing a big shock t

40、o the traditional media, high-end magazines remain the primary channel for luxury goods lovers.This is mainly due to the high-end, professional and mysterious nature of the luxury good itself. The role of the top- end magazines can not be replaced by the Internet media and can play an important part

41、 in increasing the value of the luxury brands. Meanwhile, salespeople introductions are the secondary channel. Find out how to improve customer experience is very important for one brand by strengthening sales force and services.01020304050Brand/ events website MicrobloggingwebsitesVertical/professi

42、onal website portalsIntegrated website portalsWeChat744138272494134272419TVOnline forums1712NewspaperOutdoor advertisementsMobile Wap/AppCinema advertisementsBuilding advertisementsOtherOtherSource: Ipsos1088646%of the respondents often get information on luxury products or brands via magazinesSourc

43、e: IpsosWhats worth noting is that nearly one quarter of the respondents obtain brand information from the Internet. 10% of the respondents get the message via cell phone app/wap. And the percentage is even higher for young consumers. 35% of the respondents aged between 20 and 30 mainly rely on the Internet to get informationon luxury brand and products. 16% of the re