麦肯锡：中国奢侈品消费者（英文版）(8页).pdf

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1、Chinese consumers are now the engine of worldwide growth in luxury spending. The fast- expanding bulge of affluent citizens combined with a small but very wealthy coterie means theres much more income to spend on luxury goods and servicesfrom fashion, jewelry, and prestige cosmetics to artwork and h

2、igh- end travel. If youre in luxury goods and services, China is the story. The Chinese luxury consumer A 3-part guide to the new luxury landscape clickclick1/Getty Images August 2019 2McKinsey Quarterly 2019 Number 3 China leads the world in luxury Its a burgeoning market and maybe the deepest pool

3、 of spending on high-end products the world has ever witnessed. Understanding the new dynamics is important for luxury brands, of course, but all companies will benefit from insights into the purchasing power and aspirations of these new, mostly younger consumers. The explosion Chinas luxury spendin

4、g will nearly double between now and 2025. Propelling this growth (nearly three- quarters of all new spending globally) is an explosion in upper-middle-class households, which continue to purchase in luxury categories even as growth in Chinas economy has eased. The majority of these consumersabout 7

5、0 percent, in factwill be doing their luxury spending overseas, a result of an increasing affinity for outbound travel. Over time, that ratio may shift in favor of domestic spending as a result of moves to cut luxury import taxes. Beauty is booming “Our sales in China are really growing, up more tha

6、n 30 percent this year, and China is our number-two market now, bigger even than the US. Also, Chinese consumers are traveling. More than 130 million people went out of China in 2017, and ten million of them came to Japan. Chinese consumers love to buy cosmetics and visit travel retail businesses, a