2017千禧一代奢侈品用户购买行为报告（英文版）.docx

《2017千禧一代奢侈品用户购买行为报告（英文版）.docx》由会员分享，可在线阅读，更多相关《2017千禧一代奢侈品用户购买行为报告（英文版）.docx（44页珍藏版）》请在课桌文档上搜索。

1、B1.ingitonWhatmakesami1.1.ennia1.spendmore?ContentsReachingtomorrowspremiumconsumersO1.Findingsatag1.ance021.essonsandstrategics04Themi1.1.ennia1.core06Themi1.1.ennia1.mindset10Infuenccandthepurchasedecision12Thebuyingmoment14Howandwheremi1.1.ennia1.sbuy16Persona1.isationandexperience20Puttingaprice

2、onsustainabi1.ity22Hows1.11ngispremiumbrand1.oya1.ty?25TheSUrVeyscope11kiM1.WI,1.:1Newresearchshowsthecomp1.exityofthemi1.1.ennia1.consumermindsetwhenitconicstobuying1.uxuryandpremiumproductsReachingtomorrowspremiumconsumersWhoarethepremiumcustomersoftomorrow?Howdocompaniesreachthem,infuencethem,ret

3、ainthem?TUy(beuTmeco(hc1.uxuryMK1.IXCmiMmconuiiwr11urkebarcMi1.1.d(nutcdbyBaby-BixxnerandGc11miv11indiidhUhOWCrebocnbetmCnIbeCnd“theSecondWcddWmfrk1980-11tsgcr11ckmnia)haw3dfKedWfiicuf1.1.1.incMpcnJingpMR11of(begcru1.iI1.ia1.(u)1.owcj.bu(UIeyHSUr(4ncwmp61.ubit(futMVrVIcwmedinancur1.ieriigc:thejcb11x

4、iIoya1.theyva1.uegdtinMMiwcbu)SandPaHMUuct.andthe)re*Cdutraditiona1.brandmo3ging.Theytrcnxiewhutnxxed.1.ruvvcrIheyarcZUnifIFw11MufkdbjIUrWnvf!k*.Ihemtha1.kai*mi*ni1.tennM,AcvM1.inj*ohcUSCMKBurcuu1.(beIiUfiibcrUfDcnniu1.sinI1.icUSEZcxcv(1.tnumberofbyBwn.Mi1.knnki1.smoMyJreWUPinthemtrrtm:(tJ，乂JWi6wvdi

5、fenni1.The)arcu1.rvjdyuninfucncia1.MidgruirenntodthePnmiUmcomu11M711urkct.ButIbeywiUwnbeewnethedxninantcmcntofIha1.market.OmpttngIZ1.uMxdinpremiummrUsneedtoMh1.qcmcofOmMJmCdTDrwhIhemMrX1.PrrmiUEcu1cCc1.ra1.turfmikIiuikct*IiMgUK.MyafJGiiuHqKfyIiWMm:(hevMUpMfU1.fcve11mt”dIutury*,mifiIkUS4tdOiirw.*M1.*

6、udIMffOtpfuoforpJ%.11fcgMvf1.1.4cft*MM1.iei1.kfttidtfxk令at3nySE35umZOwwMR3IVKI1.mdiHKtw1.wfr-4it1.Mvdy*v1.xg”twv1.31.woMoiiE.2nNt*(a1.I*6.111c;ItaC11M,rvinb;rvrr11wmJOret加4rmjc*ufw“漳hNr*xvf1.ifeb(rrtk-rJKrr1.yrcwtw0fre-du1w1dIbahwww4fnnrrf1.nWMrw4tnM1.Wx1.11W&IhCCanHmCC*-*,*xto4rCMwwtfo*c*e31.SvbIS-

7、11turiVO1.B1.tecU，IWMJ11i1.krtd例311mc,Findingsatag1.ance1.uxuryspendingisfocussedonthese1.f.InourSUrVCyrespondentsInxna1.1.Rurgeographiesweninost1.ike1.ytosay(hattheybought1.uxurytop1.easethemse1.ves,no(toimpressothersortodowhatinfuencersxce1.ebritiessaidtheyshoukido.VVhatarethemainreasonsyouarebi1.

8、1.ingtospendmoneyonhigh-endFashionor1.uxuryitems?19.7%I1.iketotreatmyse1.f18.0%Theyareofhighqua1.ityMiIIenniaIshearmessagesfrommu1.tip1.eChanneissimu1.taneous1.y.Mnia1.sinc1.inedtopurchase1.uxurysay(heyfndinformationfromt111.itiona1.sourcessuchasmagazines.IhrOughtovideos,websitesandb1.ogs.1.1.doyouf

9、indoutaboutIhe1.atesthigh-endfashionorIUXUrynemtrends?20.5%15.1%Socia1.mediaAbrandswebsite(ffi)14.4%EashioiimagazinesMi1.1.ennia1.1.uxurybuyingisnotroutine;thePauCrnofregu1.arbuyingisgivingWaytoamuchmorefragmentedandimpu1.sivesetofbuyingbehaviours.Whendoyoutendtoconsiderpurchasingahigh-endfashionor1

10、.xn,item?20.5%Poraparticu1.ar(xxaskn-(c.g.wedding,party,etc)18.5%WhenIwanttotreatmyse1.fRNnch1.1.owthem.MdkntiKihJffVinfiwiiKJ1.HMi-rk1.i.bu(tnrtPMefKdChgdof”丽刖丽3而nftwcMdknnkiUKiyI1.urynukebuMkvMnIUard(Miinfnu!tffhxfw)1.iMcIKHtfVc(111.i1.icu1.11upzic.iovideosWgiIe，AnJNf.MarkCgdi太：I1.urrvisx*kZa1.knm

11、jm4uuxiwhenkoomctobrandnevupcs.S0c11.mediakthewifcciaMxnmunuzc*mChaMdfor11mmim2rkcfx.butnMnQu.Expcncnoe皿*cMMia1.iMkfiirinUICVS.1.eehofbrandIOyahydifcrnurUtbytruei.Thenxwc11Murvdurmrie.hrk*EfIdku)M1.enrwbcikchinZ.Smiaindbi1.ityandShioon?nouguxa(kfwithshiftingxvfcretvHnd1.ucbadbiu1.1.emdfor*hxwMf1.edm

12、nd叫牌6kbeniRuj1.YImkIIhis叫ZVn1.unxduin1.).theonefactorhpb)aro1.eina1.moMorryofmi1.1.ennia1.cwiMimptitmisderncofon1.ine.OnIifWw1.e*ahmedonxcapturethefu1.1.xnifa11ccftheriseofon1.inein11action.Thesurvey1hn*4IhJ1.atCVerypeaxintheinicrj&iioabetweenhru1.cmpnksandkumcrthecUincctxnccntiiEKm吨-CQrKUmc11uybuyi

13、nnrc.buttywi1.1.hnvexmuredpftxkuandckein1.inebcfve.The)myc1.cmu1.titeuurvsandv-kp.OnIiDCha*koEPawCTtdcha1.1.engerbnndZIrVrnukingBYixhinupv11Mumand加UVymake.姆1.oweringIbebrrictocnnanddetncistrMngthathighva1.uepuntu5cwi1.1.bemadeon1.ineiftheon1.inec4criu11tneCnoUIftwnfx1.xn0n*csncy*nm*reciccicEMnC111.c

14、sofcIobuythem.bySKquiringb11nd1hRm,I1.wa5,Nmcx11wdcK、岫a%HrtAchcontinue10ixccfnewofcringu1.ii11!ioa1.quu1.i(eHrVIg11MUn11kiM1.WI,1.:1T1.iegreatcha1.1.engeIbrbrandOWnerSseekingIocapturetheaf1.iationsofmi1.1.ennia1.sishowtocommunicatetoagenerationwithshiftingpreferencesand1.oosebrand1.oya1.ties,andforw

15、homnosing1.echanne1.appearstopredominate.Ye1.amidthisapparentuncertainty,theonefactorthatp1.aysaro1.eina1.mosteveryaspectofmi1.1.ennia1.consumptionistheriseofon1.uc.1.UUtheCMCIhMforpremiumNMM1Xv(Im0MKAandjintVCEUrCarctheC1.eUrrnxrtcIDWhIringmi1.1.ennia1.(xmumc11.Fcccv11pk.inpcrxvu1.CJrVOUbIiShCdcomp

16、anies1.ikeUOk1.Em1.aixkrandCotyhiveKxnCun1.inu1.4yWKfcpcndcniwnth11wghtheu1ofon1.ineinfucnrcrM*ci1.cIIi理andusergcvxr3edcmtcn1.ButE1.if1.Cpncn:Candinfucrv1.ake6tncandin、EmCnt1.Ohui1.d.FJCtfdwithhcSronthcdOn1.jIKkur)commerceacthehigherendofthe11ufkchccnewbraiK.iKMuZionareincrcaMn$1.yiccnJSIhtfm()Mrc)i

17、aNeMXtfVeofSnMMhfnrprvfium1.dCEgnimImZgaboIikciheM&AMimrhMVxiw(h1.MVrVKmKTIv1.w1.)OVU七Iedk*1.ike*(kf-1.ike1.c(amcjfUNHu1.1.exdukstinuv0axuM1.kwththroughxiM1.marjankIep1.inegrowth.Hcmrw.andjointcnturatareJmthetnqRofCbnkCforhrjndhdtneedobdtOnxohoeOrIOChndCamIXInefHthatIbeyhck.11xxpen4xuiC1.reJHuiiKude

18、vIrikdhcpremiumconenucUfit(1.wrtxcTitwy,MmKMfiw.an介*eViaua1.reu1.iyC(Vdm:CdHeCfedIbniufhAjoimVaftCUrtutfvru*1.rc11yMudioHoIi1.i1.w(1.1.MS”0Imanurhun3phtddia1.try-ou1.apWbc.WhiIVIheauhi(icnofunuj)11t)QUreinNcia-RuurbyRkhcmomceexno1prwk1.akurytg11*onKum1.ne,d!ing.IMHwi1.hMafdin):theMyQUCmtexdwnxcCtiem

19、eq*cwithYg1.IbCemetc11ce，Wmi1.knuiPuHCrrWofrvh4cMeScn6igki11cnc10rc11uumbundantrtc.IhewiuMkpremiumSOcw.withi1.xunib1.ccxpcrkmre*andPtfNCZct*C1.itFivingSaytoQmrthinFratherkw11turvdJtnd11wcvcomp1.exWEm梨c.CounhvIoEEttheStnKtUnddu1.k11FCwith，皿CtUraiChanM*卜i11eviukihjthis11mix2Mk-nn*thsuueie.Mid(beinUgrM

20、nfvcnnewnxkofiewv1.itmImuwiiI1.wcpMnadIheeuomcr.TuSM.(beM&AIginPfCmW1.ninKJ1.uxury(wmSikIs1.a(necmrcdQnCOCMiIidditonndvc11ica1.Mccntr2uontcchmy2ndCommunicatkindesignedowinthemi1.1.ennia1.CixiMimer.Themi1.1.ennia1.coreUn1.ikethegenerationsthatprecededthem,mi1.1.ennia1.sarcno1.necessari1.yricherthanth

21、eirparentswereatthatage.Theircostsarehigher,coststhatmaynotbematchedbyrea1.incomegrowth.Forexamp1.e,theFedera1.ReservesmostrecentSurVeyofConsumerFinancesh小*v*.ktfcjhxe.a,EsEytdC1.rMp.,J11w*1.IMiitfif4XcnmAprnifrt,foundthattheaveragenetworthofUSmi1.1.ennia1.s(dcfncdasthosebetween18and35)wason1.y$10,4

22、00.Forthosebetween20and30,averagenetworthvariedbetween$2.093andminus$38.915accordingtoage(mostofha1.debtwasco1.1.egedebt).ButIDCixne-bittedcxvimcrnotai(mayn5ignif011.p1.infu1.1.hyindi*k1.uahandCtnii1.ies(IiMwdibyadiic1.idcvpee1.-IMMng(hMOttifxndHhercounxninarie1.yofC1.CgOdEThCSCan:IhtfCOnSUnKrIhdipr

23、miuniproductcoopingneedIoidentifyandtnfw11cc.Tbeyeend(0beyoungerandmoreurbanthanobercxumcr:theyhavehigherdiobkincomeandhi)tospendonhigherpriced,highermw):inPZ1.K3IhcIdoirvhWePrCMm1.inIhkPJPCrisdestinedtoupurvthechamctcmtic*OfIhC11nia1.%cgnfxofthisCOnMImCrgroup.Tbeeurethecomumerduehnndcompanieshnve1.

24、IgCiftheyarcto%ucco=d心UfyandcxkimcrmurUninuinmtdicIShWCWdm*inhctccMhcIhronpzdbycha1.1.engerbnnRTheytendtobeyoungerandmoreurbanthanotherconsumers;theyhavehigherdisposab1.eincomeandbot1.theabi1.ityandthePrOPenSi1.y(0spendOnhigherpriced,highermaginprociucts.JMtRiseofthedigita1.nativeWhMwIsUryproduct?A1

25、.dKWEheIavunKeoftheInoMUbUMzdurdsintheEnQi仑itXkorenain.1111*mgfromhigh1.uxury1.ikehghcndhundb.WHIChC$ndcUcnpremiumbrandsUCra”h.Ihcwthi时hukcommona1.1.iftheepf3g坛thiPnCCx*naMfea1.yrefcvfucwn.heeMeIhcProdUtMspendingvcmunien*.udrveun1.furIhchig1.s1.pr11Mr；ioa1.1.Ihc*xM,branJcJPX2，.HUI1.hKkaaggryi1.uitu、

26、facedbeaduxiinrecentjvarx.Thtf1.nxSnwnoftheChinesecxn*a1.cigrowthin2016a1.thoughCnCnUrugin3FmWthhasreviMtcdtheoctrin(hefr1.woqua11mof2017.AboMgnikH1.tkBbeenI1.urw1.cba1.1.cgabranJ5.oftenbrMJi1.hIhekindofon1.inemarketingcpocit)thati$netnativeto111.i1.kmu1.Iuxutybfsffj.Injcwdkry.fu5-drinchu1.kf1.ikeDa

27、naRcbetxuUitdShayJSCIryArv1.1.avkit?euNihedMv-buMrdif%nbv(.InmekdMJOrfUeandc-Wftwveh*cdFm:randChriMcfTberWardareUk1.ngMJUfrombcerknownundhhcrpricedSwiss*uch11ukcn.ThereureSimiUrHOncSinbcnuy.fathion,1.no1.oSy.ar1.JCCeMGria.Oftepruneexamp1.eofthe1.inkbciwoeomi1.ktnia1.c0mu114imJndCemmunkationPM1.Crnra

28、ndchcriseofcha1.1.engerbrandscanbeRIUndinthePCEiUmPeaOUCarcindm1.ry.I1.rrcaho*1.ofdjiu1.nt*um(McupMd1.eu11wn-Mrcb0cdinduMrxtM”1.inmvjtninCSUbUfhedPCMnjJcarehmndandrcUUve1.ykwnrtcQfcicporj,cnuUkMeennuobyChXnCnSCrbrandsrOkJmaxk1.of11uxmumcucgthin0cvcntHandsaiidcu(eg.wie,Re1.ianceonabo*v-1.he1.inc,adWf

29、iningothehighMrcctar1.intnditk11a1.printmedia.2ndthexruahacpowerofin-%1.crbeuu1.ycc(vu1.1.antisging*uy10nIMhmoreanMprtmuf1.i昨cvirxwneuwhichcmbrxcon1.ineohn*hifing.ndnt11f4iiW”CCCInUndibcenx*fph1.fabocisWhOCfMica1XnB川tonbewxnbcundiandpoecnia1.CWIomenthnxhwxria1.Itiu1.1.inicdia.withInMugrafiin(mnSbV1.

30、bC111.)fien(U1ia1.Chdiine1.xIUXUobvat1.WhatIinUthcchangescgehcrthMtheyaredrivenbynu1.c(mMimp(i(mandGMnmunincioap1.msOtdifV:.infc,1.iab1.etoswitchbrund%.ItnoJvcidcntthatmoMKCC“加ICh1.nenSCrbrandsintheindm9e.IOgC1.hCrWIthoih1.MM,rmchIIY1.e3mwr1.ctingaimedMmi1.knk1.cvwuwtvIWntHfJcI(v“re?Wetreat1.uxuryas

31、abroadcategory,rangingfromhighIUXUry1.ikewatchesandyachtstopremiumbrandsthatsharestorespacewithuti1.ityproducts.Thesearetheproductsthatattractthewor1.d,shighestspendingconsumers,andaccountforthehighestproftmaiginsofa1.1.thewor1.dsbrandedgoods.Uherearcthoeh1.hxpcM1.inmi1.1.ennia1.1?OurIU1.VCyofmi1.ku

32、nahi11c1.dIo1.uxury,pvmJMgfurJduncxwuef*the1.：K1wereIwrt1.1.ike1.yobeveryncrod,sdspending,n1.IbiH1.MSCCenM1.mCrvfcmcre1.ike1.yIoMwomenthanmen.HowinterUedarcywinhhcdfuhnor1.uxuryitem%tdeemedtobencceMityI?(*vto1.VciricrtataJ3NOWHKrrare%igjwthstmvCSUINiShCdbrandsarcbeginningIoh1.twi.AccccdingtotheIa1.c

33、rtg1.oba1.markcisetJiwabetuven2-4percentttujear.withuMrOnSrecoverymdemoticedineinCinaand!iicf11*njEuroponoco(knca1.uiUndefPiIuUnegmwhSignifcan1.1.y.E1.H1.FnMthisIbMraMinm11ichan11e1.retai1.thatintcgra*eon1.ineXDdstar:fi1.ing.ThemnidumdSPaari%wherehigh-spendingmi1.1.ennia1.MVAWnddrawir:i11fwurcanddfromon1.ineconurinandreviewMXrVC$buyinginUoreWhCnIheyneedtoUwchan