腾讯广告&ampamp波士顿：2019中国奢侈品消费者数字行为报告（英文版）（42页）.pdf

1、1 2 Key outputs Sample size Tencent x BCG luxury consumer group insight study Tencent AMS platform Tencent platform users survey responses Chinese consumers interested in luxury goods 1,500 consumers (true- luxury buyers in past 12 months) True- luxury consumer group profile and digital behavior Lux

2、ury touchpoints and purchase pathway; category differences Insight source Tencent insightConsumer survey 3 Copyright 2019 by Boston Consulting Group. All rights reserved. Backup: This report focuses on the true- luxury categories listed below, and excludes accessible luxury, fragrances and cosmetics

3、 Personal luxury goods CategorySub-categoryThreshold price 1. Handbags 1 Handbags1,000 each 2. Shoes 2 Shoes350 each 3. Accessories 3.1 Sunglasses180 each 3.2 Scarves/small leather goods180 each 4. Ready to wear 4.1 Outerwear/ coats1,400 each 4.2 Dresses1,200 each 4.3 Suits1,600 each 4.4 Sweaters /

4、knitwear400 each 4.5 Shirts / Topwear200 each 4.6 Jeans / pants / skirts250 each 5. Watches 5 Watches2,000 each 6. Jewelry 6 Jewelry1,200 each 4 Copyright 2019 by Boston Consulting Group. All rights reserved. Contents 01. Insights into Chinas true- luxury consumer 02. Technology ecosystems re-shapin

5、g luxury marketing in China 03. New capabilities, new beginning 5 Copyright 2019 by Boston Consulting Group. All rights reserved. In 2018 Chinas luxury market exceeded 110 B, 33% of the global market, and is growing at 6% Note: Including purchases abroad; Including leather accessories, apparel, watc

6、hes and jewelry, fragrances and cosmetics Source: BCG Luxury Market Model Chinese personal luxury market maintains 5-6%growth CAGR True luxuryAccessible luxury 69% 73% 27% 28% 98 28% 73% 2015 72% 20162017 28% 72% 2018 32% 2025F 95 105 111 157-164 +4% +5-6% B, retail value 222 241 334 164 (41%) 111 (