Mazars Releases Chinese Luxury Brand Consumers

A Generational, Gender and City-tier Analysis

2020年5月28日,中國上海 – “在中國地區(qū)每月購買奢侈品的重度奢侈品消費人群中,以Z世代人群(即95后)居首,其年購奢侈品可達12件以上!”這一極具洞察的結論來自今日發(fā)布的《中國奢侈品消費者調研報告——代際、性別和城市分析》。在調研報告發(fā)布的當日,全球領先的審計和咨詢機構Mazars中審眾環(huán),中國大陸地區(qū)執(zhí)行合伙人劉鈺涓(Julie Laulusa)博士邀請了多名奢侈品領域大腕——伯爵中國執(zhí)行董事戴慕修(Mathieu Delmas)先生,歐萊雅中國首席消費官衛(wèi)吉峰(Stephane Wilmet)先生和老佛爺百貨中國首席運營官沈智傑(Lawrance Shum)先生,以一場云端論壇對這份跨四代中國消費者奢侈品消費觀的深度報告進行分享與探討。

May 28th, 2020, Shanghai, China - "In China, Gen Z (i.e. post-95s) ranks first among the heavy luxury consumers who buy luxury goods every month, with more than 12 luxury items purchased each year!" This insightful conclusion comes from the Chinese Luxury Brand Consumers — A Generational, Gender and City-tier Analysis published today. On the day of the research report's release, Dr. Julie Laulusa, Managing Partner of Mazars China, the world's leading audit and advisory firm, invited a number of luxury industry heavyweights, including Mathieu Delmas, Managing Director of Piaget China, Stephane Wilmet, Chief Consumer Officer of L’Oréal China and Lawrance Shum, Chief Operating Officer of Galeries Lafayette China. Together, via a webinar, they share and explore the profound and thorough report which has researched on the luxury consumption views of four generations of Chinese consumers.

盡管中國消費者接觸奢侈品只有短短的40年,但已締造了全球排名第二的奢侈品市場。為了深入了解四代不同年齡段消費者的奢侈品消費行為與年齡、價值觀、生活方式和社會背景等因素之間的關系,Mazars中審眾環(huán)于2019年底發(fā)起了該項調研,內容涉及消費者對奢侈品的定義、了解資訊的途徑、經(jīng)常購買的品類、購買頻率及渠道、影響購買決策的因素等。最終,調研團隊共計完成有效問卷3235份,覆蓋Z世代(24歲以下)、千禧一代(25-38歲)、X世代(39-54歲)以及嬰兒潮(55-73歲)四個年齡段,為期待深入了解中國消費者奢侈品消費心理與習慣的商家提供了一份深度與廣度兼具的“全代消費者側寫式”調研報告。

Although the majority of Chinese consumers have only been exposed to luxury goods for 40 years, China has grown to be the world’s second-largest luxury market. In order to gain an insight into the relationship between luxury consumption behaviors and their ages, values, lifestyles and social backgrounds of consumers of different ages in four generations, Mazars launched the survey at the end of 2019, exploring Chinese consumers’ definition of luxury goods, ways to obtain brand information, categories of products frequently purchased, frequency and channels of purchase, factors influencing purchasing decisions etc.. The team collected a total of 3,235 valid questionnaires covering Gen Z (under 24), Millennials (25-38), Gen X (39-54) and Baby Boomers (55-73). For businesses looking to have an in-depth knowledge of the psychology needs and habits of Chinese luxury consumers, Mazars provides a profound and thorough research report featuring the "profile of all generations of consumers".

對此,劉鈺涓(Julie Laulusa)博士表示:“經(jīng)過多年在中國奢侈品行業(yè)的業(yè)務經(jīng)驗和深入研究,我們發(fā)現(xiàn)不同代際的奢侈品消費者的消費習慣和消費觀差異十分明顯。在90后95后逐步成為中國市場消費主力的大背景下,我們希望這樣一份覆蓋全年齡段的調研報告能為奢侈品行業(yè)從業(yè)者提供一些啟示?！?/p>

Mazars中審眾環(huán)中國大陸地區(qū)執(zhí)行合伙人 劉鈺涓(Julie Laulusa)博士

In response, Dr. Julie Laulusa remarked that: "After years of business experience and in-depth study in China's luxury industry, we find that the difference of consumption habits and consumption views among four generations of luxury consumers is significant. Under the backdrop of post-90s and post-95s gradually becoming the main force of consumption in the Chinese market, we hope that such a research report covering all ages can contribute some insights for the luxury industry practitioners.”

對于95后在奢侈品消費上的無限潛力,老佛爺百貨中國首席運營官沈智傑(Lawrance Shum)先生也發(fā)表了類似的觀點: “95后正在逐漸成長為未來奢侈品消費市場中一股不可忽視的潛在消費群體。這對我們來說是非常重要的啟示。所以,雖然80后和90后目前仍是老佛爺?shù)南M主力,但我們也在門店業(yè)態(tài)上積極創(chuàng)新,為的就是能夠通過業(yè)態(tài)豐富且形式活潑來捕獲年輕消費者的青睞。”

老佛爺百貨中國首席運營官 沈智傑(Lawrance Shum)先生

Mr. Lawrance Shum, Chief Operating Officer of Galeries Lafayette China, made a similar point about the unlimited potential of post-95s in luxury consumption: “Post-95s are growing into a potential force of consumption that cannot be overlooked in the future luxury market. This is a very important inspiration for us. Therefore, although post-80s and post-90s are still the main consumers targeted by Galeries Lafayette, we also actively innovate in our store activities so as to win the favor of young consumers through rich activities and vivid forms.”

除了更強的消費意愿和購買實力外,作為公認的數(shù)字原住民,95后自然也更愿意通過數(shù)字渠道了解奢侈品的信息并為數(shù)字營銷買單,而這一點也在Mazars中審眾環(huán)的調查報告中得到了印證。調查顯示,越來越多的消費者將手機端作為獲取資訊和購買商品的主要渠道,其用戶使用率以Z世代為首,高出千禧一代近10個百分點。

In addition to greater willingness to spend and stronger buying power, post-95s are recognized as the digital natives. They are naturally more willing to use digital channels to obtain luxury information and pay for digital marketing. And this was proved in Mazars' report. As shown in the survey, more and more consumers are using mobile phones as the main channel for accessing information and buying goods, with a utilization rate led by Gen Z, nearly 10 percentage points higher than that of Millennials.

伯爵中國執(zhí)行董事戴慕修(Mathieu Delmas)先生認為:“消費者的奢侈品消費習慣也在不斷演化。拿伯爵來說,我們今年正式入駐天貓,也正是為了更好地符合Z世代人群的消費習慣。因為根據(jù)我們的觀察,身為數(shù)字原住民,Z世代更愿意在家輕松完成網(wǎng)購?！?/p>

伯爵中國執(zhí)行董事 戴慕修(Mathieu Delmas)先生

Mr. Mathieu Delmas, Managing Director of Piaget China, believes that: “The luxury consumption concept of Chinese consumers is also maturing and evolving. Take Piaget for instance, we officially entered Tmall this year to better cater for the consumption habits of Gen Z. According to our observations, as the digital natives, Gen Z is more willing to make online shopping comfortably at home with the premise that what they buy are authentic brand products.”

另外,調研結果還顯示,雖然一線城市以近八成的奢侈品消費者占據(jù)三類城市奢侈品購買力的榜首,但二線城市的購買實力也不容小覷,即將追平一線城市,消費前景十分可觀。而近年來隨著城鎮(zhèn)化的快速發(fā)展以及網(wǎng)絡、移動端等線上購物平臺的普及,越來越多的三線城市消費者開始加入奢侈品消費的大軍。

In addition, the survey results show that, first-tier cities with nearly 80% of luxury consumers rank No.1 in terms of luxury purchasing power among the top 3 tiers of cities, followed by second-tier cities with impressive market prospect. And in third-tier cities, with the rapid urbanisation and the popularity of online and mobile shopping platforms, there have been an increasing number of luxury consumers.

出席云端論壇的歐萊雅中國首席消費官衛(wèi)吉峰(Stephane Wilmet)先生對此也是深有體會:“三線城市的消費者有著同樣對于生活質量和品質的追求,舍得花時間和花錢,也有足夠的可支配收入去消費,尤其在美妝、泛娛樂和生活消費品上?！?/p>

歐萊雅中國首席消費官 衛(wèi)吉峰(Stephane Wilmet)先生

Mr. Stephane Wilmet, Chief Consumer Officer of L’Oréal China, who attended the Webinar discussion, also had a profound understanding of this:The consumers in third- tier cities have same pursuit of life quality as consumers in first- and second-tier cities. They are willing to spend time and money, and also have enough disposable income to consume, especially on cosmetics, pan-entertainment and consumer goods.”

盡管2020年新冠疫情嚴重拖累了全球經(jīng)濟展望,但中國市場的奢侈品依舊表現(xiàn)一枝獨秀。從四月起奢侈品市場回溫,再到五月節(jié)假日促銷,后疫情時期的消費反彈等成為了熱點話題。眾多預測顯示,中國以及亞洲市場將引領整個奢侈品市場走出低谷,2020年有望成為全球最亮眼的奢侈品市場。但如何在新的消費常態(tài)下打開中國消費者,特別是Z世代消費者的錢包,仍是眾多品牌管理者需要面對的一道重要考題。

Although the COVID-19 outbreak has severely dragged down the global economic outlook in 2020, the Chinese luxury market have continued to perform well. From the luxury market having been slowly picked up since April to the promotions launched by brands during the holidays in May, consumption rebound in the post-pandemic period has become a hot topic. Various predictions suggest that China and Asia will lead the entire luxury market to get out of the slump. China is also expected to be the best performed luxury market in 2020. However, how to make Chinese consumers open their wallets under the new consumption normal, especially Gen Z consumers, is still an important challenge many luxury brand managers have to face.

劉鈺涓博士在對云端論壇做總結發(fā)言時表示:“X世代、千禧一代和Z世代已經(jīng)成為中國奢侈品消費的重要支撐,他們在消費觀念上不斷成熟、各代際的消費喜好各異,并且具有樂于嘗試和求新求變的消費訴求。基于中國市場的特點,我們認為,奢侈品牌的管理者應隨著中國市場消費觀念的更新不斷調整經(jīng)營策略和行動準則,除了在保持奢侈品牌調性和迎合市場需求之間抓取平衡之外,還需適應中國不斷變化的社會環(huán)境,這樣才能在紅海中獲得更多的市場份額?！?/p>

In her concluding remarks to the webinar, Dr. Laulusa said: "Gen X, Millennials and Gen Z have become important supporters of luxury consumption in China. Their consumption views have gradually come into maturity. Consumers across different generations have their own preferences, and they are willing to try new things and embrace innovations. Based on the characteristics of the Chinese market, luxury brand practitioners should constantly revise their business strategies to keep pace with the changes in Chinese consumption concepts, and, importantly, to strike a balance between maintaining the unique essence of a luxury brand, cater to the market demand and adapt to the ever-changing social environment in China, thus gaining a bigger share in the fiercely competitive market.

《中國奢侈品消費者調研報告——代際、性別和城市分析》已正式發(fā)布于Mazars中審眾環(huán)官方網(wǎng)站。

The Chinese Luxury Brand Consumers — A Generational, Gender and City-tier Analysis has been officially published on Mazars' official website.

關于Mazars中審眾環(huán)

Mazars中審眾環(huán)是一個國際性、一體化的合伙關系網(wǎng)絡,專注于審計和咨詢等專業(yè)服務。我們在全球91個國家和地區(qū)開展業(yè)務,擁有40,400名專業(yè)人士,其中包括Mazars一體化合伙制的24,400名專業(yè)人員以及Mazars北美聯(lián)盟的 16,000名專業(yè)人員,可為所有類型客戶的各個發(fā)展階段提供全方位的協(xié)助。

About Mazars

Mazars is an internationally integrated partnership, specialising in audit and advisory services. Operating in 91 countries and territories around the world, we draw on the expertise of 40,400 professionals – 24,400 in the Mazars integrated partnership and 16,000 via the Mazars North America Alliance - to assist clients of all sizes at every stage in their development.