2019中国奢华品报告.pdf

1CLFChina Luxury Forecast 20192019 中国奢华品报告21.Respondent’s Profile 受访者概况2.Chinese Consumers And Their Luxuries中国奢侈品消费概况3.Shopping Abroad 境外购物4.Online Purchases 线上购物5.Information Channel 信息渠道6.Winning Brands杰出品牌7.Summary总结3RESPONDENT’S PROFILE受访者概况433%23%23%9%12%60,000 - 69,99970,000 - 79,99980,000 - 89,99990,000 - 99,999>100,000(in HKD)港币RESPONDENT PROFILE IN HONG KONG 来自香港的受访者概况Geography 地区Age 年龄Gender 性别Monthly Household Income 每月家庭收入54%46%9%29%31%31%Below 2526 to 3536 to 4546 or aboveAverage annual household income: HKD 975,286平均每年家庭年收入New Territories 新界37%Kowloon 九龙36%Hong Kong Island 港岛27%小于25岁26岁至35岁36岁至45岁46岁及以上Sample size of number样本数量: 31040岁5RESPONDENT PROFILE IN MAINLAND CHINA来自中国内地的受访者概况Geography 地区Age 年龄Gender 性别Annual Household Income 每年家庭收入56%44%14%32%28%26%Below 2526 to 3536 to 4546 or above11%9%10%11%12%18%18%10%500,000-599,999600,000-799,999800,000-999,9991,000,000-1,199,9991,200,000-1,499,9991,500,000-1,799,9991,800,000-1,999,999>2,000,000(in RMB)人民币Average annual household income: RMB 1,400,930平均每年家庭收入Tier 1 cities 一线城市32%Tier 2 cities 二线城市38%Tier 3 cities 三线城市30%Sample size of number样本数量: 1,075小于25岁26岁至35岁36岁至45岁46岁及以上38岁6CHINESE CONSUMERS AND THEIR LUXURIES中国奢侈品消费概况7On average, Mainland China consumers have spent around RMB 240,000 on luxury items a year while Hong Kong consumer have spent around HKD176,000 a year. 中国内地消费者年均花费近240,000元，香港约为176,000港币Hong Kong*香港Mainland China#中国内地Luxury watches 高档品牌腕表51,00039,100Luxury jewelry 高档品牌珠宝59,00038,700Luxury clothing 高档品牌服装18,20024,800Luxury shoes 高档品牌鞋类6,70016,100Luxury handbags and leather goods 高档皮包及皮具17,90024,200Luxury accessories 高档服装配件（腰带、围巾、眼镜等）8,90013,500Luxury beauty and cosmetics 高档美容及化妆品8,80015,200Luxury automobiles 高档品牌汽车433,600457,400Fine wines, liquor and spirits 高档葡萄酒、白酒及烈酒8,80011,500Luxury electronics 高档电子产品14,80018,300Luxury travel 高档旅游27,50026,000Total 总计HKD港币 175,700RMB 人民币237,800P12M spending on luxury items过去12个月内在奢侈品上的花费8Most Hong Kong consumers engaged in luxury travel while more Mainland China consumers bought luxury clothing and jewelry in the past 12 months.香港消费者过去12个月最喜欢旅游，中国内地消费者更爱买服装与珠宝Luxury clothing 高档品牌服装Luxury jewelry 高档品牌珠宝Luxury handbags & leather goods 高档皮包及皮具Luxury shoes 高档品牌鞋类Luxury watches 高档品牌腕表Luxury travel 高档旅游Fine wines, liquor & spirits 高档葡萄酒、白酒及烈酒Luxury beauty & cosmetics 高档美容及化妆品Luxury accessories 高档服装配件（腰带、围巾、眼镜等）Luxury electronics 高档电子产品（高档视听、移动通信设备）Luxury automobiles 高档品牌汽车6958555349484746434315Luxury travel 高档旅游Luxury handbags & leather goods 高档皮包及皮具Luxury clothing 高档品牌服装Luxury shoes 高档品牌鞋类Luxury electronics 高档电子产品（高档视听、移动通信设备）Luxury beauty & cosmetics 高档美容及化妆品Luxury accessories 高档服装配件（腰带、围巾、眼镜等）Luxury jewelry 高档品牌珠宝Luxury watches 高档品牌腕表Fine wines, liquor & spirits 高档葡萄酒、白酒及烈酒Luxury automobiles 高档品牌汽车6766575656535151423924Luxury categories purchased P12M 过去12个月内购买的奢侈品品类21-25 26-35 36-4546+646673705466585250615353465656495054464650584739395345433957543136514337394742401119171021-25 26-35 36-4546+6466746261707158536258525063624552566053416563365259524142656029364847344448382626272321Base: 28909597Base: 155340299281Hong Kong consumers:香港地区消费者%Mainland China consumers:中国内地消费者%样本数量样本数量9In Hong Kong, although 26-35 years-olds have a higher average on the total spending on luxury items in the past 12 months, people aged 46 or above generally spent more on majority of luxury items. 香港地区，26-35岁的千禧一代在过去12个月综合消费最高，但46岁以上人群在大多数品类上花费最多TotalAge groups21-2526-3536-4546+Luxury watches 高档品牌腕表51,00048,50043,30051,30061,200Luxury jewelry 高档品牌珠宝59,00019,10040,10043,000133,100Luxury clothing 高档品牌服装18,20013,20016,00021,10019,200Luxury shoes 高档品牌鞋类6,7003,8006,8007,3006,600Luxury handbags and leather goods 高档皮包及皮具17,90011,60018,70018,60018,100Luxury accessories 高档服装配件（腰带、围巾、 眼镜等）8,9006,5008,5009,00010,000Luxury beauty and cosmetics 高档美容产品及化妆品8,8004,2008,1008,30011,900Luxury automobiles 高档品牌汽车433,60097,400635,000369,000296,000Fine wines, liquor and spirits 高档葡萄酒, 白酒及烈酒8,8007,7009,00010,1007,800Luxury electronics 高档电子产品14,80011,80014,20014,80016,400Luxury travel 高档旅遊27,50014,50024,00030,20031,300TotalHKD175,70072,700227,500174,300158,700P12M spending on luxury items (Hong Kong)过去12个月内在奢侈品上的花费（香港地区）10In Mainland China, although 26-35 years-olds have a higher average on the total spending on luxury items in the past 12 months, people aged 21-25 generally spent more on each luxury item in Mainland China except for watches, automobile and travel. 在中国内地，26-35岁千禧一代的综合消费亦最高，21-25岁Z世代在除腕表、汽车和旅游之外的各个品类上花费最多TotalAge groups21-2526-3536-4546+Luxury watches 高档品牌腕表39,10037,30036,90038,10044,300Luxury jewelry 高档品牌珠宝38,70044,00037,60040,00035,600Luxury clothing 高档品牌服装24,80038,60021,00021,90025,500Luxury shoes 高档品牌鞋类16,10021,90013,30013,30021,200Luxury handbags and leather goods 高档皮包及皮具24,20030,10024,60017,30028,600Luxury accessories 高档服装配件（腰带、围巾、 眼镜等）13,50020,70011,10011,40016,500Luxury beauty and cosmetics 高档美容产品及化妆品15,20018,20014,70015,40013,700Luxury automobiles 高档品牌汽车457,400371,000467,700508,200439,400Fine wines, liquor and spirits ...