2019中国奢侈品消费者数字行为报告（英文）

12Key outputsSample sizeTencent x BCG luxury consumer group insight studyTencent AMS platformTencent platform users’ survey responsesChinese consumers interested in luxury goods~1,500 consumers (true- luxury buyers in past 12 months)True- luxury consumer group profile and digital behaviorLuxury touchpoints and purchase pathway; category differencesInsight sourceTencent insightConsumer survey3Copyright © 2019 by Boston Consulting Group. All rights reserved.Backup: This report focuses on the true- luxury categories listed below, and excludes accessible luxury, fragrances and cosmeticsPersonal luxury goodsCategorySub-categoryThreshold price1. Handbags1 Handbags>1,000 € each2. Shoes2 Shoes>350 € each3. Accessories3.1 Sunglasses>180 € each3.2 Scarves/small leather goods>180 € each4. Ready to wear4.1 Outerwear/ coats>1,400 € each4.2 Dresses>1,200 € each4.3 Suits>1,600 € each4.4 Sweaters / knitwear>400 € each4.5 Shirts / Topwear>200 € each4.6 Jeans / pants / skirts>250 € each5. Watches5 Watches>2,000 € each6. Jewelry 6 Jewelry>1,200 € each4Copyright © 2019 by Boston Consulting Group. All rights reserved.Contents01. Insights into China’s true- luxury consumer02. Technology ecosystems re-shaping luxury marketing in China03. New capabilities, new beginning5Copyright © 2019 by Boston Consulting Group. All rights reserved.In 2018 China’s luxury market exceeded €110 B, 33% of the global market, and is growing at 6%Note: Including purchases abroad; Including leather accessories, apparel, watches and jewelry, fragrances and cosmeticsSource: BCG Luxury Market Model Chinese personal luxury market maintains 5-6% growth CAGRTrue luxuryAccessible luxury69%73%27%28%9828%73%201572%2016201728%72%201832%2025F95105111157-164+4%+5-6%€ B, retail value222241334164(41%)111(33%)Rest of world20182025FChina40574% of global growthChina will contribute 41% of global luxury consumption by 2025€ B, retail value6Copyright © 2019 by Boston Consulting Group. All rights reserved.Among true- luxury goods, ready-to-wear, watches & jewelry and handbags each contribute €6-7 Bn in retail sales1. Percentage of those who have purchased the category in the past 12 months; 2. true luxury only, excluding perfumes and cosmeticsSource: BCG X Tencent Luxury Study, 2019Purchase penetration among luxury consumers1（%）426150445424%Shoes6Ready-to-wear23%Total 2Watches & jewelry15%22%HandbagsAccessories16%100%7644272018 China’s true- luxury market size – by category (€ B)7Summary of insightsLuxury consumers continue to be young, 48% of them are aged below 30 and contribute 42% of luxury sales Geographically, majority of true- luxury consumers are from Top 50 cities (tier 2 or above) who contribute 73% of sales; the rest 27% are widely dispersed in over 2,000 lower tier citiesChinese true- luxury consumers can be classified into 9 segments. Absolute luxurer, Megacitier and Rich Upstarter represent the 3 largest segments; collectively they contribute 46% of salesThe path to purchase happens digitally. On a