2021年TMI×BCG中国数字奢侈品报告（英）

Perhaps the most important theme running through 2021 for Chinese luxurymarket is the rise of a new generation of consumers. This report looks at howbrands can adapt to this generational shift and create new growth momentum.On one hand, luxury consumers are getting younger. On the other, the post-90sgeneration, who are now entering their 30s and establishing careers and families,will quickly become a major driving force behind market growth. Research showsthat consumers born between 1990 and 2000 now account for 50% of total luxuryconsumers, contributing 46% of luxury sales. We are now at a generational turningpoint. Growing up in a time of economic prosperity as well as the rise ofaccessible Internet, the post-90s generation has experienced mindset shifts, andtheir purchasing needs, habits and profiles are radically different from those of the1st generation of Chinese luxury consumers.Existing heavy-spending consumers must not be left behind by brands. Althoughthey only account for 11% of total consumer base, they make up 40% of luxurysales. As major brands have strengthened their digital marketing capabilities, thissegment has seen increased demand for personalization and exclusivity. To bettersatisfy this discerning group, brands need to provide integrated omnichannelservice offerings.2021 marks the 4th year that Tencent Marketing Insight (TMI) and BostonConsulting Group (BCG) have collaborated on exploring the luxury market trend ofmainland China. Over the past few years, we have witnessed how companies haveconstantly adapted their digital marketing strategies to cope with an ever-changing market landscape. We closely follow the market dynamics every year,and we remain committed to constantly improving our research methods. Wehope that this series of reports will offer brands more accurate insights intomarket dynamics, driving informed marketing strategy making and improvingreturns on those strategies.PrefaceAbout this studySourcesSample sizeKey outputs1.Consumer coverage: 18-55 years old; tier 1–5 cities2.This report focuses on consumers of mainland China without covering consumers living in Hong Kong, Macao and Taiwan because of different consumer behaviors, duties etc.Consumer surveysQuantitative consumer surveyTencent AdsSurveyed ~4,700 consumers1 of mainland China2 who have purchased luxury goods during June 2020 -June 2021Selected from 1,000+ cutting-edge casesPurchasing behaviors & trends, segment profiles, demand insightsUse cases and case studies of luxury brandsCase studiesThis report focuses on the following key luxury categoriesNote: This report does not include accessible luxury, high-end cosmetics or personal care categories1. Ready-to-wear1.1 Outerwear>RMB 10,0001.2 Shirts/T-shirts and other topwear>RMB 1,5001.3 One-piece dresses>RMB 9,000 1.4 Suits/sets>RMB 12,0001.5 Sweaters/knitwear>RMB 3,0001.6 Skirts/trousers and other bottom wear>RMB 1,9001.7 Expensive ready-to-wear>RMB 50,0002. Handbags2.1 Handbags>RMB 7,6002.2 Expensiv