奢華品行業(yè)市場(chǎng)前景及投資研究報(bào)告

???2023免御????????興??免御????????????????宋?????????????????????????????????光?????????????????????????????????????????????3??????????????????????????2009?????????????????免御?????????????????免御?????宋?忽???????????????????免御???????????免御???興??????????????忽?潛?KOL??????????????免???????????????????宋???????????光出?問??問???????御??????2022????????????????影????????????????????免御????????免御?忽??????????????????????????????指???????????????????免御??????????????????????忽變??????????忽??????????????免御????忽???????????????病??????????????????宋?????????????????????????????宋?????????????????免御????????競(jìng)??????????????????忽?????????免??????????????????????????????????宋???????????????????免?????????1??緒??????25%???2500??????????免2000??????????500???????????2??出?????????指???????????????SimonTYE?????????????????免?????????????????宋???????????免??????????????????010203040506??????????????????????????????070809101112??????????????????????????????????????????????????????

2023?Ruder?Finn?&?Consumer?Search?Group.?01?

??

2023?Ruder?Finn?&?Consumer?Search?Group.?01???????????免????????宋???忽????指?????勁???????忽?????潛??????????????2022??免??????免御???????????????????????宋?????激御??????????????宋??競(jìng)??????????????????免?擇?????????????????????????????????出?問??????涌????????????????????????免御????忽?????????????免御??????2022?免御御?問出???GDP????3%?????????????????2021???????????????????????????御?????擇?????????1????????????????????????出?????????????????2022?12?7??御?????????????????????????????????????????激???緒????????????????????????興??免御?????????????????????????????2022?免御?????????????????????12??????忽????????????????光?????????????指???????????10%*

???????????光?????52%????????44%???????????????2022免御?????????忽興????光???????????光切???????????????????????????宋??問????擇?????????????W?????????免御????忽????擇???影?????????????????????免御?????????????擇??????????2023免御??????免??????指*???????????2023?2?7???????2022???????????????????????Setting

a

New

Pace

for

Personal

Luxury????競(jìng)?????????????????宋Growth

in

China??

2023?Ruder?Finn?&?Consumer?Search?Group.?2????????????????????????????????01??????4??????KOL?????????????????????????????????????2023???????????53%?????52%??????????KOL????????????宋?????48%???????????????????????????免?????????????????????指?????????????????????????????11%??????宋?????????????????????????????????競(jìng)???????????????????????????????KOL????53%????????????????????????10%?5????擇?????宋?免御突??????3??????????????????????2021免御???????????????????擇?????????宋??免御突?宋???????????????出問???????????????????免御??宋??????????????????????????????????????79%??????宋53%??????宋????指?????????????????????????12光????免????????數(shù)?宋???????????御???????指???????93%???????????????????????????86%????????????指?免御????宋問?競(jìng)???????????宋???????????78%????????????出??????????宋???????????????免??免御????????70%????????????????????????????宋??50-60%??????????免御???激???????22%-45%???????光??????????宋?????競(jìng)???競(jìng)??????????御???????????????激????????Z????????免?Z?????2021????????10%-30%?????????1997??2001??問?????????????????????????????免????????????宋?免御勁?突????????????????????????????

2023?Ruder?Finn?&?Consumer?Search?Group.?02??????

2023?Ruder?Finn?&?Consumer?Search?Group.?02?2023免御??????????????勁???????勁??????????忽???????忽??免??CSG???????????????2022?12?2??2023?1?4????????????????緒?????25%?????2500?????????免2000??????????500???????????

?????????????140.2???????????????????143.5???????????

???????????????119.3?????????????????100.9?????

???緒??????????????????????userid:529794,docid:173625,date:2024-08-31,?

2023?Ruder?Finn?&?Consumer?Search?Group.?03????032023???免御???????????????????????????????????????????????????影?宋???????光??????????????????宋?????????????????????????????????W?????

2020?????????????????????????????興?????光??????????2021?免御御?問出???GDP?????8.1%?2022????????擇????光???51%?????????????????指???激?????????2022??免御????????

?2022????????????????勁?宋?擇???????????????御指光?????典?????出問??????

2022?免?????????????????????????指???????45%???????????????24%??????????????????????????

2023?Ruder?Finn?&?Consumer?Search?Group.?032022?12?7????御?????????????????免御????????????????????????????????????????????????????????????98%??????12?7?興??????????????指??????????擇?52%?????????????????44%???????????????????10%???免御???擇???????????免御?????????宋????影??????????????2022?1????????????指?????????????44%????變????2023?1??????????????????10%??????????12光???????????????????????????????????免????????宋??????????????宋??????激????????????????????????指????????????????????????????????W????擇???????????????12?????????12??????????????????????????????%2019.122020.032021.012021.102022.012022.052023.01109910141924403846504631???????緒???指4551524445414036??????????????????????12?????????12????????????????????????????????%2018.122019.122021.012022.012023.011012142028464442445632????????????48323933????????????????????????????????????12?????????12??????????????????????????????%40423851114248103855733551232

40325811534344033541341491141431737491536481640453940434444434546485053525037

396246434744414848413838452415

1810211314131091191011865??????????????????????????緒???指??????2022?1????????????????????????????12?????????12????????????????????????????????%2729

42454694050103354484210385012385484452422671135551029

434343144740122533323338393941424941425355184749845

49581360115512599557547529518499527361122119

1325??????????????????????????緒???指??????2022?1??

2023?Ruder?Finn?&?Consumer?Search?Group.?04????????

2023?Ruder?Finn?&?Consumer?Search?Group.?????15?免???????????????04?????????光??????????????光???????????????????????免??????????????????????????????免??指?免??????????????????????????????????????????????????????????????????????????????????????2021???????10%???30%????????????????????????????出????宋??????免??????????????????激?????????????????????????忽???御?????????????????????????光??免??3-10%???激????????????????????宋???????????????????????????????競(jìng)???????????????????????????????宋?????免???????????????????????????????????????????????????????????????????????

2023?Ruder?Finn?&?Consumer?Search?Group.???競(jìng)????????????????????????????????????????????04?????????????免???????????????忽???????忽?????????????????宋????出?????????問????????????????????????????????????????????????競(jìng)???光??????????????????免??宋???????????????????????????????????????????????????????????????宋???????????????????????????????????????????????????免???興????????宋????????????????????????????????????????????????????出?宋????????????????????????????問?競(jìng)?宋????????????????????????????????????出問??????????????????????興???????????????????????????????????????????出???????????????競(jìng)??????宋?????????????競(jìng)???????????????????2021????????宋????87%????????????????????????????10%???????????????????????10%??????????????競(jìng)APP宋?????光???????????????????76%?????????????典?????????????競(jìng)??????????????????????????93%????????競(jìng)APP宋??????????????忽???????????????????????????????????????忽?????????????????95%???????????????宋????????????????????Z????????????88%???????????免???忽??指指???????????????????????????90%?????????競(jìng)????????????????????????????????????????????忽免?????????????????????????????????????????出??????????????????????????????????????????????????????%????????481519481723421523391428401623571322441824511320641415451016401422432122??????/?????????/????????????????????394562532734459313911393242104322291027323992939821297222910313041124125358????????????????????42324540402229??????????261721191722231921202024261920171520212127201727151310151526221724221922???????????????免????????????????????????????????????????????????????????????????????????????????????????????????????%????????761421683225553032422738512031551725522130523128562525502322582127462328??????/?????????/??????免????????????????????????182332101823341319333613243135132436409202839112136371423323914025316283531111930401320282012????免????????91817191791717251798?????????????????????????????????????????????????????????????????????????????????????????????%??????????????????????362314272631133031272121262222303522182514421925272421282932142513191157192815383322232218331633???????????????????????????????????????????????????????????????????????????????%??????????????????????20321335263211311940162522252924133426271438173119342126193919236222621311738212410333325311944????????????????????????????????????????????????????????????????????????????????%??????%464439?????????出????????????????出??????344333333231302929292727?????????????光出??????????????????????????????????????????????????????????????????????????????3733?????????????光出???????????????????????????????????????????????(???,??)?????????????????????????????3231???????????????24???????24232321?????????????????(???,??)??????????????????????????????????????????????????????????????????????????????????????????????????12??????????????????????????%??56??????54??/??/????53???44??APP36???29???????/???/???26????20??19???18??16???12???11???11????11???11Net-a-porter/Mr.Porter10??107Yoox?????????????????????12????????????????????????????%??????5453??48??/??/????41???37??APP27???26???????/???/???21????21??18???16??13??13Net-a-porter/Mr.Porter???1212???12????11???11???9Yoox??????????????????????????????12????????????????????????12??????????????????????????????%?????????????????%494852??????46?????APP3941??APP??/??/???????3636??/??/???????Net-a-porter/Mr.Porter35333029Net-a-porter/Mr.Porter3028282726HarveyNichols???25???????/???/???Matchesfashion???HarveyNichols???????/???/???MatchesfashionYoox25222020Yoox???????????????????????????????????????12??????????????????????????65??????%56??37????33??2020????18??1514??12????1211??11??10??10??9??8??6??6??5???5??4??3???????????????????????????????????????????????%30???????免????????3030292828?廈??出??????免??????????免??????????????????????????廈26出???????????免????

(??免?????)??免??????出????????????問??2524242322??????????????20????????18???????????????????????????????????????????????????????????????????%??????%????????3933?????????????????????35????????????????????免????????????????????3131??????????免??????????????????3130292729???????廈??出????????????出???????????????出?????????????????27?廈??出????????????出??????????????????出???????????????廈282626242424242422????????22???????問??????????????222221????????19????????????廈201620?????????????問??????????????????????10%?????????????????????????????????????????%????1%一線城市:%????1%???94%???87%36112511

54945????????????????????????????????二線城市:%????0%???91%32959????????%????1%???93%三線城市:%????

0%???76%1

65736244927??????????????????????????????????Z???????????????????????????????????%21-25?:

%????

3%???

88%???

96%????

0%12953354445226-35?:

%????

1%???

95%???

97%??????????????????????????????????1

44352????????%36???:

%????

1%???

90%????

0%1

9632734255?????????????

2023?Ruder?Finn?&?Consumer?Search?Group.?05???????

2023

Ruder?Finn?&?Consumer?Search?Group.?05?????????KOL????????????05????05?????????????????競(jìng)??????免?????????????????????????????????????緒變??????????????????????????????????????????????????問???????競(jìng)????????????競(jìng)??????競(jìng)????宋???????????????????????????競(jìng)APP????????????KOL????????宋?????????????????????????宋?????????????????????????????????????????競(jìng)?????????????????????????6??????????????????????????????免??????????????????????

????????????KOL??????????????????????興?????????????????????????免?KOL???????????????????????????????????????????免????????????????????????????????????????????????????????????????競(jìng)????????????????????您曾通過什么渠道獲得奢侈品牌的信息？????????%??????%??????39??????453737???????????Instagram?Facebook????????Instagram?Facebook???????????????????????????3235????????????????3234????APP3130??????????????????????????APP2729??????????????????2746%28???????????????????2724????????????APP2623??????2321???????????????????????2020?????APP????/??????????????YouTube????????????1919???????????????1818????/??????171216????????1616??10?????競(jìng)???????????????????????????KOL?????????????????????????????????%??????%??????4638???????????Instagram?Facebook??463739314031???????????????????????????????APP????APP????????????????????/??????2230?????????????????????????????????2228????/??????????22????25????2024?????APP??????Instagram?Facebook??1918???????????????????1813??1713?????????1613????????????YouTube????????1312??????????1210?????APP129???????36????????????????????????????????????????05?????KOL05?????KOL???????????宋KOL????????????????緒??出問??????????????????????????????指???宋????????????????????????????????宋KOL?????????????????緒?????????????????KOL???????????宋??????KOL??共??興????????????????????????????宋指緒????????????????????????出問?????????????????宋??????????????????????????宋???????宋??????????????????????出?????????????宋KOL????出問????????????????????????????????????指???免????????????????????????????????????????????????????免?KOL??????????????宋36???????????????????????????????????10%??????KOL??????????????????????????????????????????????????????????12???????????????????出??????????%??????%4442????????????????????????42273827????出????????????出??????出????????????出??3425??????????1922??????

???????????????????1822??????????????

???????????1720??????????1720??????????1517???????????????????????????1115???????????????????????????????613??????????????41032??????????????????????20???????????????????????????????????????12???????????????????出????????%????:%35????:%????:%3044464043????????????425546383550????出????????????出??34323536??????19192118??????

???????????18161430????????17191711????17191411??????15171014???????????????????????11101411????????641424375????3129??????2205???????????????????????????????????????12???????????????????出??21-25?:

%26-35?:

%36???:%24??????%44423058????????????42473844384251????出????????????出????????3730373421191916??????

???????????????????152118111817????171116151817??????21191015???????????????????????11121111????????584611534????0243??????0322??????????????????????KOL?????????????????12?????KOL??????????出??????????%??????%5245????????????????????????????????????453437312624????出????????????出??????出????????????出??2124??????

?????????????????

???????????1922????????????????1621??????????1419?????????????????????????????????1217????914???????????????????????????????712????????510????21????????????10????????????????????????????????KOL?????????????????12?????KOL??????????出????????%????:%34????:%34????:%52475455??????????????????45474742374326322617????出????????????出??21282113??????

???????????19202513????????16171713??????14151313????1215137???????????????????????97119????????78955634??????????22221201??????????????????????KOL?????????????????12?????KOL??????????出????????%21-25?:

%2826-35?:

%36???:%52545549??????????????????4542444737354026213917????出????????????出????????

???????????219341519142020??????????????????16191615141618111216168???????????????????????91279????????714955545????2231??????1030?????????????KOL????????????????????????????????KOL???出???????出???????????????

?KOLn????????????????%2%5%4%7%????????%??????????????????????????????????????出???????????????%??????%5857????????????????5143????3434????38????????22211918????????????27??????????????????典????????????????????典??13??????????????????????????????????????出?????????????%????:%????:%????:%3258606048????????????????5154405534343533313439????????????????????????典??21191922251602421125??????????????????????????????????????出?????????????%21-25?:%26-35?:%36???:%74405868????????????????524951582540343447303742202121211921????????????????????????典??1805031?

2023?Ruder?Finn?&?Consumer?Search?Group.?06???????

2023?Ruder?Finn?&?Consumer?Search?Group.?06???????忽??宋????興???????????????????????????????????????????變?????????????????免??????????????????????????興??5%???12%?

??????????????????????????????19%??????????????????????????????????????

2023?Ruder?Finn?&?Consumer?Search?Group.?06???????????問????????41%???????????競(jìng)?????????????????宋57%????????????????????變??????????宋光?????????????????????????變??????????光???????????40%???????????免??????????????????指???????????????免?????????????????47%???????宋???????????????????????????45%??????????44%??????92%宋86%???1%??????????????宋??????????????????????????????????????????????????????????????????????????85%???????????宋?????????????26%?????????????????????????????宋22%??????????????????????????????????????競(jìng)??別??????????????????????????????????????????????????????????????%????:

%6415312114345???????????????????:

%12484040????????%47????:

%421941???問???/??????????????????????????????????12?????????????????????????????????%??????%574140問??????????問???????????????????出?????????474536??????????????????????出?????????443534343129????28?????????2924????????????????26????2221?????????????????出??????1817?????出???????????????????????????????????????????????????????%????:%???

92%????

1%???

95%????

1%35577

141544

1????:%???

93%????

1%????????????????32616

1????????%???

86%????

1%????:%???

85%????

3%2363131295612

21?????????????????

2023?Ruder?Finn?&?Consumer?Search?Group.?07????????

2023?Ruder?Finn?&?Consumer?Search?Group.?07??????????????????????????????07?

?07???????????????著????????????2020??????免御??????????????????著?????????????????????????????????????????????????????????擇???????????免御???????????9%???18%????????著????????免?????????????3%???13%???????免??Z????免御???????????????著?????????????????27%?????????10%???????????????????????擇??激?????12光??????免御御出???????指????????????????????????指???????79%?????53%??????????宋?????KOL???????????????????????????????????????指?免?????????????77%????????????????????????????御??71%???????????????指?????????光????????????????????????????????宋??????????免御御出?????49%??????????????????????光????????????????????????????50%?????光?????????????????宋???????????????????????????出?競(jìng)??????????62%??????????宋66%?????????????????免????????免御??免???????????宋???御?????????????????????????

勁????????????????????????????????????????????????????%??????%364140????????????

?

????????

?

??????????????

?

???????????????32????????????

?

?????????

?

???????

?

????????

?

??26292524252422212113??????

?

???????????

?

??????

?

???179??????

?

?????????????????????

?

????????????????

?

???15871156????

?

??????

?

???????????????

?

??32?????????????????????????????????????????????%????????%77?????????????????71?????????????????4547???????????????????????4041????????????40???????????????????291017????????????????????????????????????????????????????????????????%????????%5248????????????????????50423642?????????????????????3535?????????????????????32342931????2930?????出???????2926出???????26232518???????1916?????????????1315????98????????84?????????????????????????39%???????????32%???????????????????????????????????????????????????????????????:%33????:%????:%??????%52505748??????50395858?????????????????????363539353544253226353729312631????29352225?????出???????293027282626223225292223???19241614????1316911????910106????81166???????????????????????????????????????????%????????%6266??免???????免?????1816131348????????????????????????????????21-25?:%26-35?:%36???:%??????%??62506662免?????18162716171815176415??????????????????12????????出????????????%61579不會(huì)我從來沒有考慮過會(huì)????????%321553不會(huì)我從來沒有考慮過會(huì)??????????光????????????????????????????出??????????????????????%????????%4950????????????????免???????????????44444139????????????????免??????????403635333218????104?????????????????????????????????????????????????????%????????%5351???????????????????????4646???????????????????????4343414039??????????????????????27??2617???????????????????????????07?

?07?

????????????????變??????????????宋???????????????????????????????????宋??????????????????宋???????????????????????????著宋???????????????????????????宋?????????????????????????出??????????26??35?興????????????宋??????????????????Z??????????著???????????????????????????????????????????????%????????%5349????????4337363538???????????343032????263129????25?????????2125???????1921?????1418????????????????????????????????????????????%????????%6672?????????????????????????????????

?414149???????????????????????44????????????3940???????????????????2118????????????????????????????????????????????%21-25?:%26-35?:%36???:%45706866?????????????????46442427264141414139???????????????????????????463741201621?????????????????????????????????????????????????????????????????%????????%4554??????出?????????????????40514039383851?????????????444232???出????????????????????????????3524???????????????????????????3332232321988119????????????????57%???????????37%??????????????????????????????????????????????????????????????????%21-25?:%26-35?:%36???:%45514643??40295037????出???????????4039383843364232433846373738374932???354328???????????????????????????3332204927312933212417231111111194147???????07?

?07?

????????????????????宋??競(jìng)??????????????????免御????????KOL????????????????????????

????逢?COMME

MOI???宋??????????KOL????????????忽免?????????????????宋???????????????KOL

?

?

?

?

?

?

?

?

?

免

?

47%

?

?

?

?

?

?

??????????????免御???????????56%????????????????指?63%??????變?????????????????????????36????????????64%???????????????????免御??宋????????光???????????26-35??49%?21-25???????????????????????????46%???????????著?????????????????????????????????光?????????????????????????????宋??????????光?????興?????????????宋?????????????????????????????KOL???????????????????????????????????????%????????%56565250?????????????????????????????????????????45454641???????????????????4038???????????????????????????????1512109?????????KOL???????????????????????????????????????%一線城市:%二線城市:%三線城市:%565659574763????????????????57554545434349484545???????????????40384338????????????1517914101369?????KOL???????????????????????????????????????%21-25歲:%26-35歲:%36歲以上:%5656524656495764????????????4545404242394447464745???????????????????????351515914915????98???????????????????????????????????????????????????????????????????????%????????%6164?????????????出????????????????????出???????575946464544394134303223??????2722??????光?????????????????光?16111111????????????????44%???????????35%?????????逢?COMME

MOI?????????????????????????????????????????????????????%????????%COMMEMOI?逢HAIZHENWANG???FengChenWang???MaKe??34COMMEMOI?逢322526FengChenWang???SANKUANZ

???AngelChen???HAIZHENWANG???QiuHao??252023182217HuishanZhang潛??AngelChen???MinLiu??22141714deepmoss1512SANKUANZ???XanderZhou???QiuHao??HuishanZhang潛??MinLiu??15121412GAR?ONBYG?OGCNMaKe??1412FMACM1412deepmossCLOT131110GAR?ONBYG?OGCNHIDEMIHIDEMI1310XanderZhou???SAMUELGU?YANG12JacquesWei??????????????????????????????12??????????????????????????%????:

%5336273954????:

%9會(huì)買更少差不多會(huì)買更多4546????????%????:

%81451354250會(huì)買更少差不多會(huì)買更多????????光????????????????????????????????????????????????%????????%5955???免??????????????????????????48484641???免????????38383534????????????光?????????3519?????198??光????免御??????????光???????????????流??????????????2008????????????問影御????????????????????????????????????????????????????????????????????????????????免御???Showroom宋?????????????????????興???????????????????????????????????????????????宋??????????????????????光????????影??免御???????忽????????忽????????????????????忽????流?????????????????????????????????免御???????宋御????????????????????????????????????????????????宋?????????忽?????????????????????????????????????????????????????????????????????指??????????????????????????????????免御???????????????指??????????宋?????????忽??出???????????????宋????????宋????????????免??????????????????????????????????指緒?宋光???????????????????????????存????????????

???????????????忽???????

?

?

?

?

?

?

?

?

宋

?

?

?

?

?

?

?

?

??????指????出???????????showroom宋?????????????競(jìng)???????????????????????光??2023?????????????????????????????????忽???????????????????宋????????競(jìng)????????忽??指???????????????免御?