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全球奢侈品消费者层次及分布

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所属报告：

老铺黄金(06181.HK)-港股公司研究报告：古法铸金铺就华章-260304（32页）.pdf

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根据老铺黄金 2025 年半年报援引弗若斯特沙利文调研资料显示，老铺黄金消费者与路易威登、爱马仕、卡地亚、宝格丽等国际五大奢侈品牌的消费者平均重合率高达 77.3%，老铺黄金消费者与国际奢侈品牌人群高度重合，具备高端消费特点，验证了品牌的高端定位。具有较强支付能力的人群具有一定的稀缺性，从国内市场来看，根据招商银行 2024年年报，截至 2024 年年底招商银行零售客户共计 2.1 亿户，金葵花及以上客户（指在招商银行月日均总资产在 50万元及以上的零售客户）仅为 523.57万户，占比仅为 2.5%；但是高净值客群的资金实力更为突出，截至 2024 年年底招商银行零售客户总资产为14.93 万亿元，金葵花及以上客户总资产为 12.22 万亿元，占比高达 81.9%。从全球维度来看，根据 BCG《True Luxury Global Consumer Insight 2024》报告，真正的奢侈品消费者入门门槛为年消费 5000 欧元（取汇率欧元：人民币=1：8.19），对应 4.1 万元人民币；并且截至 2023年，奢侈品入门级消费者在总体奢侈品消费者中的人口占比为 4.5%，但是贡献了合计 36%的销售额；但是从更高等级来看，年消费在 5 万欧元以上的客群人口占比仅为 0.1%，却贡献了 21%的销售额。同时，从 BCG 的研究结果来看，年消费在5 万欧元以上的客群消费行为更为稳定，与 GDP 趋势、宏观经济周期无相关性，且波动仅为年消费 5000 欧元的消费群体的 1/5。相较于行业数据来看，老铺黄金的高客消费占比仍有可提升空间，根据老铺黄金股份有限公司聆讯后资料集（第一次呈交）披露的数据，2023 年公司消费在 5 万元人民币及以上的忠诚会员数量占比为 11.4%、贡献收入占比 56.4%，同年公司消费在 30 万元人民币及以上的忠诚会员数量占比为 0.9%、贡献收入占比 26.7%。

行业数据原图定位