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市場調查報告書

中國的高級零售市場

Luxury Retailing - China - October 2014

出版商 Mintel China 商品編碼 317552
出版日期 內容資訊 英文 178 pages
商品交期: 最快1-2個工作天內
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中國的高級零售市場 Luxury Retailing - China - October 2014
出版日期: 2014年10月01日 內容資訊: 英文 178 pages
簡介

中國的高級零售市場在短期內達到顯著的變化,現在也正在急速變化中。由於政府防止浪費的宣導,成長速度有緩和的趨勢,高級品必須加強品牌及商品結構多元化以配合消費者需求。

本報告提供中國的高級零售市場相關調查分析,提供您市場概要,課題與考察,趨勢,市場規模與預測,市場區隔,市場佔有率,創新,企業和品牌,消費者趨勢等相關彙整。

第1章 簡介

第2章 摘要整理

第3章 課題與考察

  • 中國的高級品(奢侈品):文化的意義
  • 文化的差異
  • 高級品(奢侈品)的發展階段
  • 購買高級品(奢侈品)後的消費者發展階段
  • 中國的高級品(奢侈品)品牌的成長
  • 高級品(奢侈品)的重新定義促進要素
  • 網際網路
  • 品牌經驗與產品價格
  • 線上的威脅
  • 線上管道是增加市場,還是侵蝕市場
  • 阿里巴巴:佔據高級品(奢侈品)市場一角的巨大企業
  • 中國的高級品(奢侈品)市場不僅止於中國國內
  • 奢侈的海外旅行
  • 對中國消費者的行銷需要全球性策略
  • 反高級品(奢侈品)和「廉價品牌」的轉變
  • 鋪張是否為「新的毒品」
  • 變化中的中國都市區富裕階級的優先事項
  • 富裕階級的增加

第4章 趨勢

第5章 市場規模與預測

第6章 市場區隔

第7章 市場佔有率

第8章 創新趨勢

第9章 企業和品牌

第10章 消費者:主要的消費階層

第11章 消費者:高級定義

第12章 消費者:購買的高級品(奢侈品)和品牌

第13章 消費者:高級品(奢侈品)購買後的流通管道

第14章 消費者:品牌認識

第15章 消費者:高級品(奢侈品)購買的想法方面

第16章 消費者:高級品(奢侈品)的想法方面

附錄

目錄

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"The luxury retail market in China has undergone significant changes in a short period of time, and continues to change rapidly. Growth has slowed down due to the government's anti-extravagance campaign, forcing luxury brands to adapt their brand and product portfolios to better suit the diversifying needs of consumers."

- Matthew Crabbe, Director of Research, Asia-Pacific


This report covers the foloowing issues:

  • Luxury in China: The cultural context
  • The internet of luxury
  • The Chinese luxury market not just in China
  • Anti-luxury and the shift to "masstige"

Table of Contents

1. Introduction

  • Definition
  • Report scope
  • Mintel market sizes
  • Defining luxury goods
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: China - Luxury retail total market value, 2009-19
  • Companies and brands
    • Figure 2: China - Leather goods: Company retail market share, by value (%), 2012 and 2013
  • The consumer
  • Key consumer groups
    • Figure 3: Target groups, June 2014
  • Definition of luxury
    • Figure 4: People's definition of what luxury means to them, June 2014 and November 2013
  • Luxury products and brands bought
    • Figure 5: What luxury products consumers have bought in the last 18 months, June 2014
  • Channel of luxury purchases
    • Figure 6: Which channels consumers have bought luxury branded products in the last 18 months, June 2014
  • Brand awareness
    • Figure 7: Consumer awareness of selected leading luxury brands, June 2014
  • Attitudes towards buying luxury products
    • Figure 8: Consumer attitudes towards luxury brands, June 2014
  • Perceptions of luxury
    • Figure 9: Consumer attitudes towards what luxury means to them, June 2014
  • Key issues
  • Luxury in China: The cultural context
  • The internet of luxury
  • The Chinese luxury market not just in China
  • Anti-luxury and the shift to "masstige"
  • What we think

3. Issues and Insights

  • Luxury in China: The cultural context
  • The facts
  • The cultural differences
  • The luxury development stages
  • The luxury consumer development stages
  • The rise of Chinese luxury brands
  • Drivers of luxury redefinition
  • The internet of luxury
  • The facts
  • The brand experience versus the product price
  • The online threat
  • Is online adding to the market, or cannibalising it
  • Alibaba: the 500lb gorilla in the corner of the luxury room
  • The Chinese luxury market not just in China
  • The facts
  • The luxury of overseas travel
    • Figure 10: Top 20 outbound destinations by travel agencies in 2013
  • Marketing to Chinese consumers requires a global strategy
    • Figure 11: Top 10 countries in the luxury market, by sales, 2009-13
  • Anti-luxury and the shift to "masstige"
  • The facts
  • Is luxury the "new opium"
  • The changing priorities of China's urban rich
  • The rise of the "mass affluent"

4. Trend Application

  • Prove It
  • Slow It All Down
  • Mintel Futures: East Meets West

5. Market Size and Forecast

  • Key points
  • Luxury market enduring significant slowdown
    • Figure 12: China - Luxury retail total market value, 2009-19
  • Future growth likely stronger thanks to more millionaires
  • More new luxury department stores enter the market
  • Pricing remains high

6. Market Segmentation

  • Key points
  • Growth slowdown affecting sectors in different ways
    • Figure 13: China - Luxury retail market value, by broad sector, 2010-14
  • Watches show the greatest decline
  • High-end alcoholic drink sales weaken
    • Figure 14: China - Total spirits and wine and sparkling wine market values and annual growth rates, 2010-14
  • Cosmetics, fragrances and the luxury of pampering
    • Figure 15: China - Colour cosmetics and fragrances: Retail market segmentation, by value, 2009-13
  • Fashion and leather goods sustain good growth
    • Figure 16: China - Leather goods: Retail market segmentation, by value, 2010-13
    • Figure 17: China - Clothing: Retail market segmentation, by value, 2010-13
    • Figure 18: China - Footwear: Retail market segmentation, by value, 2009-13

7. Market Share

  • Key points
  • LVMH and Kering lead the leather goods sector
    • Figure 19: China - Leather goods: Company retail market share, by value (%), 2012 and 2013
  • Foreign brands dominate cosmetics...
    • Figure 20: China - Colour cosmetics: Company retail market share, by value (%), 2012 and 2013
  • ...and fragrances
    • Figure 21: China - Fragrances: Company retail market share, by value (%), 2012 and 2013
  • Domestic brands cannot be ignored

8. Who's Innovating

  • Key points
  • Adapting to the shifts in the luxury market
  • Companies opening more stores, deepening penetration
  • Brands venture into social marketing
  • Turning museums into shop fronts
  • The draw of domestic luxury brands
  • Burberry "pioneers" Tmall luxury
  • Armani goes with movie product placement

9. Companies and Brands

  • LVMH Moët Hennessy Louis Vuitton
    • Figure 22: LVMH: Group financial performance, 2009-13
    • Figure 23: LVMH: Distribution of revenues, by region, 2009-13
    • Figure 24: LVMH: Significance of other Asia division to segment revenues, 2010-13
  • Kering Luxury
    • Figure 25: Kering Luxury: Financial performance, 2009-13
    • Figure 26: Kering Luxury: Breakdown of revenue, by product category and by region, 2009-13
    • Figure 27: Kering Luxury: Asia-Pacific excluding Japan division share of key brand revenues, 2009-13
  • Coach Group
    • Figure 28: Coach: Group financial performance, 2009/10-2013/14
    • Figure 29: Coach: Group sectoral performance, 2011/12-2013/14
  • Hermès Group
    • Figure 30: Hermès: Financial performance, 2009-13
    • Figure 31: Hermès: Sales, by product category, 2011-13
  • L'Oréal Luxe
    • Figure 32: L'Oréal Group: Net revenues, by division, 2009-13
    • Figure 33: L'Oréal Luxe: Sales, by region and product area, 2010-13

10. The Consumer - Key Consumer Groups

  • Key points
  • The key consumer groups
    • Figure 34: Target groups, June 2014
  • Brand Braggers
  • Who they are
  • What they like
    • Figure 35: Brand Braggers' definition of what luxury means to them, compared to all consumers, June 2014
    • Figure 36: Brand Braggers' attitudes towards what luxury means to them, compared to all consumers, June 2014
  • Marketing approach
  • Karma Queens
  • Who they are
  • What they like
    • Figure 37: Karma Queens' definition of what luxury means to them, compared to all consumers, June 2014
    • Figure 38: Karma Queens' attitudes towards what luxury means to them, compared to all consumers, June 2014
  • Marketing approach
  • Luxury Sceptics
  • Who they are
  • What they like
    • Figure 39: Luxury Sceptics' definition of what luxury means to them, compared to all consumers, June 2014
    • Figure 40: Luxury Sceptics' attitudes towards what luxury means to them, compared to all consumers, June 2014
  • Marketing approach

11. The Consumer - Definition of Luxury

  • Key points
  • Changing definitions shaping the market
    • Figure 41: People's definition of what luxury means to them, June 2014 and November 2013
  • Luxury definitions by lifestage
    • Figure 42: People's definition of what luxury means to them, by gender and age, June 2014
  • Luxury definitions change with income group
    • Figure 43: People's definition of what luxury means to them, by monthly household income group, June 2014
  • Luxury definitions change by location
    • Figure 44: People's definition of what luxury means to them, by city, June 2014
    • Figure 45: People's definition of what luxury means to them, by city, June 2014 (continued)
    • Figure 46: People's definition of what luxury means to them, by city tier, June 2014
  • Luxury definitions among the key consumer groups
    • Figure 47: People's definition of what luxury means to them, by key consumer group, June 2014
  • Luxury definitions differ by sector
    • Figure 48: People's definition of what luxury means to them, by what luxury products consumers have bought in the last 18 months, June 2014
    • Figure 49: People's definition of what luxury means to them, by what luxury products consumers have bought in the last 18 months, June 2014 (continued)

12. The Consumer - Luxury Products and Brands Bought

  • Key points
  • Four out of five consumers have recently bought luxury products
    • Figure 50: Consumers who have bought luxury products in the last 18 months, June 2014
    • Figure 51: Consumers who have bought luxury products in the last 18 months, by demographics and location, June 2014
  • Luxury products bought
    • Figure 52: What luxury products consumers have bought in the last 18 months, June 2014
  • Luxury products bought by demographic group
    • Figure 53: What luxury products consumers have bought in the last 18 months, by gender and age, June 2014
  • Luxury products bought by income group
    • Figure 54: What luxury products consumers have bought in the last 18 months, by monthly household income group, June 2014
  • Luxury products bought by city
    • Figure 55: What luxury products consumers have bought in the last 18 months, by city, June 2014
    • Figure 56: What luxury products consumers have bought in the last 18 months, by city, June 2014 (continued)
  • Luxury products bought by channel
    • Figure 57: What luxury products consumers have bought in the last 18 months, by which channels consumers have bought luxury branded products in the last 18 months, June 2014
    • Figure 58: What luxury products consumers have bought in the last 18 months, by which channels consumers have bought luxury branded products in the last 18 months, June 2014 (continued)

13. The Consumer - Channel of Luxury Purchases

  • Key points
  • Department stores, brand websites and duty-free shops dominate
    • Figure 59: Which channels consumers have bought luxury branded products in the last 18 months, June 2014
  • Luxury purchase channels by demographic groups
    • Figure 60: Which channels consumers have bought luxury branded products in the last 18 months, by gender and age, June 2014
  • Luxury purchase channels by income groups
    • Figure 61: Which channels consumers have bought luxury branded products in the last 18 months, by monthly household income group, June 2014
  • Luxury purchase channels by city
    • Figure 62: Which channels consumers have bought luxury branded products in the last 18 months, by city, June 2014
    • Figure 63: Which channels consumers have bought luxury branded products in the last 18 months, by city, June 2014 (continued)
  • Repertoire analysis
    • Figure 64: Repertoire of which channels consumers have bought luxury branded products in the last 18 months, June 2014
  • Repertoire analysis by demographic group
    • Figure 65: Repertoire of which channels consumers have bought luxury branded products in the last 18 months, by gender and age, June 2014
    • Figure 66: Repertoire of which channels consumers have bought luxury branded products in the last 18 months, by monthly household income group, June 2014
    • Figure 67: Repertoire of which channels consumers have bought luxury branded products in the last 18 months, by city tier, June 2014

14. The Consumer - Brand Awareness

  • Key points
  • Chanel tops the chart of brands consumers are aware of
    • Figure 68: Consumer awareness of selected leading luxury brands, June 2014
  • Consumer brand awareness by demographic group
    • Figure 69: Consumer awareness of selected leading luxury brands, by gender and age, June 2014
  • Consumers brand awareness by income group
    • Figure 70: Consumer awareness of selected leading luxury brands, by monthly household income group, June 2014
  • Consumers brand awareness by location
    • Figure 71: Consumer awareness of selected leading luxury brands, by city, June 2014
    • Figure 72: Consumer awareness of selected leading luxury brands, by city, June 2014 (continued)
    • Figure 73: Consumer awareness of selected leading luxury brands, by city tier, June 2014

15. The Consumer - Attitudes Towards Buying Luxury Products

  • Key points
  • Image enhancement remains the key lure of luxury
    • Figure 74: Consumer attitudes towards luxury brands, June 2014
  • Attitudes towards luxury by demographic group
    • Figure 75: Consumer attitudes towards luxury brands, by gender and age, June 2014
  • Attitudes towards luxury by income group
    • Figure 76: Consumer attitudes towards luxury brands, by monthly household income group, June 2014
  • Attitudes towards luxury by location
    • Figure 77: Consumer attitudes towards luxury brands, by city, June 2014
    • Figure 78: Consumer attitudes towards luxury brands, by city, June 2014 (continued)
    • Figure 79: Consumer attitudes towards luxury brands, by city tier, June 2014

16. The Consumer - Perceptions of Luxury

  • Key points
  • Craftsmanship and design lead perceptions of what luxury is
    • Figure 80: Consumer attitudes towards what luxury means to them, June 2014
  • Perceptions of luxury are shifting
    • Figure 81: Consumer attitudes towards what luxury means to them, June 2014 and November 2013
  • Perceptions of luxury by demographic group
    • Figure 82: Consumer attitudes towards what luxury means to them, by gender and age, June 2014
  • Perceptions of luxury by income group
    • Figure 83: Consumer attitudes towards what luxury means to them, by monthly household income group, June 2014
  • Perceptions of luxury by location
    • Figure 84: Consumer attitudes towards what luxury means to them, by city, June 2014
    • Figure 85: Consumer attitudes towards what luxury means to them, by city, June 2014 (continued)

17. Appendix - Market Size and Forecast

  • Figure 86: China - Total historical and forecast luxury market value, 2009-19

18. Appendix - The Consumer - Definition of Luxury

  • Figure 87: People's definition of what luxury means to them, June 2014
  • Figure 88: Most popular people's definition of what luxury means to them, by demographics, June 2014
  • Figure 89: Next most popular people's definition of what luxury means to them, by demographics, June 2014
  • Figure 90: Other people's definition of what luxury means to them, by demographics, June 2014

19. Appendix - The Consumer - Luxury Products and Brands Bought

  • Figure 91: Consumers who have bought luxury products in the last 18 months, June 2014
  • Figure 92: Consumers who have bought luxury products in the last 18 months, by demographics, June 2014
  • Figure 93: What luxury products consumers have bought in the last 18 months, June 2014
  • Figure 94: Most popular what luxury products consumers have bought in the last 18 months, by demographics, June 2014
  • Figure 95: Next most popular what luxury products consumers have bought in the last 18 months, by demographics, June 2014
  • Figure 96: Other what luxury products consumers have bought in the last 18 months, by demographics, June 2014

20. Appendix - The Consumer - Channel of Luxury Purchases

  • Figure 97: Which channels consumers have bought luxury branded products in the last 18 months, June 2014
  • Figure 98: Which channels consumers have bought luxury branded products in the last 18 months - Bought online, by demographics, June 2014
  • Figure 99: Which channels consumers have bought luxury branded products in the last 18 months - Bought in China (including Hong Kong, Taiwan, Macao), by demographics, June 2014
  • Figure 100: Which channels consumers have bought luxury branded products in the last 18 months - Bought in another country, by demographics, June 2014
  • Repertoire analysis
  • Figure 101: Repertoire of which channels consumers have bought luxury branded products in the last 18 months, June 2014
  • Figure 102: Repertoire of which channels consumers have bought luxury branded products in the last 18 months, by demographics, June 2014

21. Appendix - The Consumer - Brand Awareness

  • Figure 103: Consumer awareness of selected leading luxury brands, June 2014
  • Figure 104: Most popular consumer awareness of selected leading luxury brands, by demographics, June 2014
  • Figure 105: Next most popular consumer awareness of selected leading luxury brands, by demographics, June 2014
  • Figure 106: Other consumer awareness of selected leading luxury brands, by demographics, June 2014

22. Appendix - The Consumer - Attitudes Towards Buying Luxury Products

  • Figure 107: Consumer attitudes towards luxury brands, June 2014
  • Figure 108: Most popular consumer attitudes towards luxury brands, by demographics, June 2014
  • Figure 109: Next most popular consumer attitudes towards luxury brands, by demographics, June 2014
  • Figure 110: Other consumer attitudes towards luxury brands, by demographics, June 2014

23. Appendix - The Consumer - Perceptions of Luxury

  • Figure 111: Consumer attitudes towards what luxury means to them, June 2014
  • Figure 112: Agreement with the statement 'Luxury is more about expressing individuality rather than fitting in', by demographics, June 2014
  • Figure 113: Agreement with the statement 'Luxury is about having the freedom of choice', by demographics, June 2014
  • Figure 114: Agreement with the statement 'Having luxury products shows that I have achieved a certain social status', by demographics, June 2014
  • Figure 115: Agreement with the statement 'Having space to myself is more of a luxury than having expensive things', by demographics, June 2014
  • Figure 116: Agreement with the statement 'I like other people to see that I can afford to buy luxury products', by demographics, June 2014
  • Figure 117: Agreement with the statement 'Peace and quiet are luxuries to me', by demographics, June 2014
  • Figure 118: Agreement with the statement 'I identify my lifestyle with luxury brands', by demographics, June 2014
  • Figure 119: Agreement with the statement 'Knowing that I can afford luxury goods is more important than using them to show my status', by demographics, June 2014
  • Figure 120: Agreement with the statement 'I would like to have the best things money can buy', by demographics, June 2014
  • Figure 121: Agreement with the statement 'Only brands providing craftsmanship in production and design can be identified as luxury', by demographics, June 2014

24. Appendix - Further Analysis

  • Figure 122: Target groups, by demographics, June 2014
  • Figure 123: People's definition of what luxury means to them, by target groups, June 2014
  • Figure 124: Consumer attitudes towards what luxury means to them, by target groups, June 2014
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