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麦肯锡发布中国奢侈品消费调查报告

发布者: katy | 发布时间: 2011-3-17 15:00| 查看数: 2250| 评论数: 0|

With Western luxury brands scrambling to attract wealthy Chinese consumers, there's no shortage of consultants and analysts brandishing reports that promise to shed light on their spending habits.

Bain & Co., Synovate, KPMG pick a firm and they likely have a report on the ambitions of China's consumer class. How do these reports come together?

Yuval Atsmon″the author of McKinsey & Co.'s report 'Understanding China's Growing Love of Luxury,' which was released on Tuesday″explains survey participants were asked to provide pay slips, property title deeds and receipts indicating recent spending on luxury goods. The candidates, who had to have bought from a predetermined list of brands, or have spent a large amount on a big-ticket item like jewelry, were then categorized according to their net worth.

'I certainly wouldn't show all that [personal information to a stranger,]' said the Shanghai-based consultant. 'But in China, there's a willingness to participate, more than in Western countries. I think of myself and I've such fatigue of these kinds of surveys ″ everybody's calling you for your opinion. But there's more patience for this kind of thing here in China.'

Over a span of three months, the firm canvassed 1,500 people in 17 cities across China, and sent out 'four or five times the amount of invitations' compared to the replies it received, Mr. Atsom said. 'Fortunately, there are millions of consumers to chose from.'

Why did the survey respondents participate?

Some were drawn to the 1000 yuan fee, or about US$160, which is equivalent to one-quarter of the price of a pair of wing-tip Oxford brogues from Italian brand Salvatore Ferragamo. 'With richer people, we had to be more creative with the incentives,' Mr. Atsmon said.

Other survey respondents were enticed with invitations to a V.I.P event to test drive a luxury sports car with the catch being that they would have to sit through the 45-minute survey before the brand event would be unveiled. Mr. Atsmon wouldn't disclose exactly which brand was involved, but he said the car company was 'more than happy to have them come anyway' given the attractive demographic. Still, only 20-30% of those who were invited actually showed up, he said.

The report's conclusions: Chinese consumers will spend about US$27 billion per year on luxury goods by 2015, up from about US$12 billion last year. By 2015, Chinese consumers will account for 20% of the global market for luxury goods. McKinsey forecasts that most of this growth will come from an explosion of wealth among what it describes as 'upper middle class' households ″ homes whose annual incomes are between 100,000 and 200,000 yuan (US$15,000 to US$30,000). This demographic, Mr. Atsmon says, will increase from 13 million households to 76 million over the next four years. Of course, an economic downturn may alter the outlook.

McKinsey also says the upcoming group of Chinese luxury consumers will include more women than previously in China, unlike most countries, men outspend women on luxury goods. Moreover, the future of luxury spending will be less focused on big logos and flashy brands than earlier generations.

'The stereotype of [Chinese] people wearing the big Dolce & Gabbana or Versace logo ″ that isn't true anymore,' said Mr. Atsmon. 'It's not that the consumers are changing. It's that the new consumers are less concerned about being flashy.'

在贝恩咨询公司(Bain & Co.)、思纬(Synovate)和毕马威(KPMG)这些公司中任选一家,他们可能都有一份关于中国消费阶层对奢侈品渴望度的报告。这些报告是如何汇总而成的呢?

麦肯锡公司(McKinsey & Co.)于3月8日发布了一份题为“解读中国人对奢侈品不断升温的热情”(Understanding China's Growing Love of Luxury)的报告。报告作者、麦肯锡上海分公司咨询顾问安宏宇(Yuval Atsmon)在报告中解释说,他们在调查时要求受访者提供付款小票、房产证以及近期购买奢侈品的收据。候选受访者必须是已经购买了麦肯锡预先列出的一个品牌名单中的商品,或者花了一大笔钱购买过珠宝等高价商品,然后麦肯锡再根据他们的净资产将其归类。

安宏宇说,我当然不会向陌生人透露所有这些个人信息。但是在中国,人们参加这种调查的意愿要高于西方国家。就我自己的感受而言,我已经对这类调查感到疲倦不堪──人人都在打电话询问你的看法。但中国人对这种事情还是比较有耐心的。

安宏宇称,在三个月的时间内,麦肯锡公司对中国17个城市的1,500人展开了详细调查,公司发出的调查邀请是其收到的回复数量的四到五倍。他说,幸运的是,有成百万上千万的消费者可供选择。

这种调查的受访者为什么愿意参与调查呢?

一些人是被人民币1000元(相当于大约160美元)的调查费所吸引,这相当于意大利品牌菲格拉慕(Salvatore Ferragamo)一双牛津布洛克皮鞋价格的四分之一。安宏宇说,对于比较富裕的人群,公司不得不想出更有创意的激励措施。

吸引其他受访者的一个手段是邀请他们参加一款豪华运动型汽车的VIP试驾活动,作为代价,他们必须在品牌活动开始前坐下来完成这个45分钟的调查。安宏宇不愿透露这个汽车品牌的名称,但他表示,这家汽车公司非常乐意邀请这些人来参加活动,因为他们很有可能成为潜在的买家。然而,受邀者当中只有20%-30%的人参加了活动。

这份报告得出的结论是:到2015年,中国消费者每年用于购买奢侈品的花销将达到270亿美元左右,大大高于去年的120亿美元。到2015年,中国消费者的奢侈品支出将占全球市场的20%。麦肯锡预测,大部分增长将来自该公司所称的“上层中产阶级家庭”财富的爆炸式增长。所谓的“上层中产阶级家庭”即年收入在人民币10万到20万元(约合1.5万-3万美元)之间的家庭。安宏宇称,在未来四年中,这种家庭的数量将从1300万户增长至7600万户。当然,如果出现经济衰退,可能改变这一前景。

麦肯锡还指出,在即将形成的中国奢侈品消费者群体中,女性所占的比重将高于从前(和其他大多数国家不同,在中国,男性花在奢侈品方面的钱要多于女性)。另外,与前几代消费者相比,今后的奢侈品支出将不再那么关注标识醒目的浮华品牌。

安宏宇说,传统的观念认为,中国人喜爱穿戴杜嘉班纳(Dolce & Gabbana) 和范思哲(Versace)这类标识夸张的品牌,如今情况已不再如此。这不是消费者群体发生了改变,而是新的消费者不那么关心表面的奢华了。

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