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- 2022-04-29 14:38:12 发布
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'Bypeter
AstheeconomyofChinadevelopsrapidly,theChineseresidents’incomehasexpandedsubstantially.High-endconsumersemergedrapidlyandChinaisbecomingamajorplayerintheluxurygoodsconsumptionmarket.TheWorldLuxuryAssociationpredictedthat,fiveyearslater,theamountofconsumptioninChina’sluxurygoodsmarketmaytoptheluxurygoodsmarketsaroundtheworld.Inthispresentation,IwanttofindouttheconsumptionpatternsofChina’shigh-endconsumersandtheconsumerbehavior.Preface
ContentsHigh-endconsumers1High-endconsumptioninautoindustry2Patternsofhigh-endconsumers3Conclusionandadvice4
High-endconsumersWhoarethehigh-endconsumers??
High-endconsumers.researchreportofChinaBrandStrategyAssociation
2021202117%29%High-endconsumersChina’sproportioninthetotalgloballuxuryconsumption
Asatypeofimportantluxuryproducts,automobileisindispensableforthehigh-endconsumersanditisalsoakeyareaofintensivecompetitionfortheauto-makers.So,today,wetaketheautomobilesconsumptionforexample,firstwewillcomparethefiguresbetweentheown-brandandtheimportedautomobiles.ThenwewillfocusonBMW,AudiandMercedes-Benzthesethreename-brand,forthepurposeofillustratingthehigh-endconsumerspreferences,detailingtheirconsumingpatternsatlast.High-endConsumptioninAutoIndustry
High-endConsumptioninAutoIndustryOwn-brandVehiclesFromJanuarytoSeptemberin2021,own-brandvehiclesweresoldalmost3million,accountingfor31%oftotalcarsales,whereas,itfell0.7%whencomparedwiththesameperiodoftimelastyear.
High-endConsumptioninAutoIndustry
High-endConsumptioninAutoIndustryHigh-endConsumptioninAutoIndustryNow,letusfocusonthetopthreeSalesChampions:BMW,AudiandMercedes-Benz
High-endConsumptioninAutoIndustryBoomingsalesofBenzApartfromtheinformationconveyedintheleftpicture,itisstillprovedthatthedrasticsalesgrowthinthepasttwoyearsmadechinathelargestmarketintheworld.
High-endConsumptioninAutoIndustryProsperityofAudisalesUntilnow,Audihaveestablished139outletsinChina,Itisplannedbyitsheadquartersthatbytheyear2021,therewouldbefarmorethan200.
High-endConsumptioninAutoIndustryGrowthoftheBMWsalesChina,hasbecometheworld"sfourthlargestmarketofBMW,itisnowenjoyingitsboomingtime.wedobelievethatthistrendwillbecertaintobecontinuedwiththe“support”ofthehigh-end.
PatternsofHigh-endconsumers2.RationalconsumptionAggressiveconsumptionShowoffwealthConsumeasgifts1.3.4.Patternsamonghigh-endconsume
ConclusionandadviceConclusion1.Conclusion2.Conclusion3.Conclusion4.Autoproducts,fashionablegoodsandalcoholarethemostfavoritefieldsofhigh-endconsumersinChina.Middle-agedpeoplehavemoreimpulsiontobuyluxurygoodsthanyoungonesinChina.Givinggiftandshowingoffarethemostimportantmotivationforhigh-endconsumersinChina.High-endconsumerspaymoreattentiontothebrandsoftheluxurygoodsinChina.
Advice1.Advice2.Firstly,managersshouldbebasedonthemotivationofhigh-endconsumerstofindnewbusinessOpportunitiesinChina.Secondly,Gov.shouldraisetheconsumptiontaxforluxurygoodssothatinhibittheoverheatingofluxuryconsumptionofhigh-endconsumers.Conclusionandadvice
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