中国奢侈品销售：多快多远？.pdf

1、China luxury sales:How fast and far?20232Who is DLG?AAforward-looking digital partner with a luxury and innovation DNA.With over 10 years of experience in China,DLGbridges the gap between China and global headquarters,by facilitating productivecollaboration and improving brand performance.Impact of

2、travel on onshore consumption.3Personal luxury goods market(2019-2030F,bn)Source:Bain-Altagamma Luxury Goods Worldwide Market Study Spring 2023 22nd Edition,Bain&Company;Bain-Altagamma Luxury Goods Worldwide Market Study Fall 2023 22nd Edition,Bain&Company11%17%16%25.5%12%22%1%7%12%25.5%67%82%77%62.

3、5%62.5%201920222023E2030 Bain2030 DLGShopping in ChinaShopping AbroadRoW281345560560362China luxury sales:How fast and far?Slowly reverting to pre-covid habitsChinese expenditure to fuel future growth outside ChinaModest growth in ChinaLuxury faces 2 very different segments.4Source:2023 Luxury Consu

4、mer Research(N2,700)by Tencent Marketing Insight(TMI)&BCG;Knight Frank Wealth Sizing ModelMarket segmentation by consumer spending level90%60%10%40%Customer ShareSpending ShareHNWIMiddle ClassChina luxury sales:How fast and far?HNWI have and willcontinue to generate alarge portion of luxuryconsumpti

5、on in ChinaMiddle class fuelledluxury growth in the lasttwo decades,but thistrend changed in 2023What will it take for luxury brands.5Brand profileStrategic focusScarcity and exceptional prestige brandsFocus on providing VICs withexceptional experiences andleverage scarcity to stimulateoccasional lu

6、xury consumersExceptional brands with strong focus on HNWIStrengthen intimacy with VICs andprotect scarcityLuxury brands with higher dependency on middle classElevate all touchpoints:focus onVICs and most exclusive products.Avoid alienating VICs with massmarketingChina luxury sales:How fast and far?