NIQ:2025尼尔森爱科(NIQ)礼赠偏好调研报告.pdf

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NIQ:2025尼尔森爱科(NIQ)礼赠偏好调研报告.pdf

1、 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.尼尔森爱科(尼尔森爱科(NIQNIQ)礼赠偏好调研报告礼赠偏好调研报告2024年1217 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.2录录1.1.调研介绍调研介绍调研背景及标2.2.内容摘要内容摘要调研成果要点展3.3.购买购买/收到礼物的偏好收到礼物的偏好受访者基本资料

2、,购买/收到礼物的意向4.4.购买为购买为购买为,购买渠道及购买之前的信息获取5.5.对天然钻的考量因素对天然钻的考量因素对天然钻的态度和考量因素 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.调研介绍调研介绍3 2024 Nielsen Consumer LLC.All Rights Reserved.4调研设计调研设计访问时间!#$!#$调研法通过戴尔斯集团官微信账号、微信告和社区群组以及零售合作伙伴等渠道发布在线调研问卷。访问对象年龄在 18-54?岁

3、之间,考虑购买礼物/期望收到礼物的中国陆公。样本量N=1,053访问时间2024年117-13背景及标背景及标农历新年是送礼的佳节。为了解受访者对礼物和珠宝的购买意向和收礼期望,我们开展了项在线调查。调查旨在了解受访者对天然钻饰在购买和接收时的认知、考虑以及购买模式。尼尔森爱科开发在线调查问卷,并在多个微信渠道进受访者招募。仅周时间,就有 3,382 点击了调查链接,完成了 1,053 份样品。读者须知读者须知样本量于 n=30?的样本量将“*”标记,表“基数”。仅供参考。百分为提可读性,有时会删除百分(即 1%或 5%,视问题定)。标签缩写报告中的已婚标签表“已订婚/已结婚”。2024 Ni

4、elsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.内容摘要内容摘要5 2024 Nielsen Consumer LLC.All Rights Reserved.6关于礼赠部分的内容摘要关于礼赠部分的内容摘要礼物和珠宝的购买意向91%?的打算购买礼物打算购买礼物91%91%9%9%71%71%29%29%35%67%?的受访者表珠宝是他们最想购买的三礼物之最想购买的三礼物之35%?的受访者表珠宝是他们最想购买的礼物最想购买的礼物其中,71%?的考虑购买天然钻天然钻饰饰67%2

5、024 Nielsen Consumer LLC.All Rights Reserved.7最受欢迎的送礼场合最受欢迎的送礼场合、纪念、情节、亲节和新年成为最受欢迎的送礼场合59%57%51%配偶/伴侣66%63%53%53%戒指项链环链送礼对象统计送礼对象统计、配偶/伴侣和是送礼的主要对象钻饰的选择统计钻饰的选择统计天然钻天然钻在所有饰产品类别中的购买率统计50%50%37%37%纪念纪念35%35%情节情节21%21%亲节亲节20%20%新年新年关于礼赠部分的内容摘要关于礼赠部分的内容摘要礼物和珠宝的购买意向 2024 Nielsen Consumer LLC.All Rights Res

6、erved.8关于礼赠部分的内容摘要关于礼赠部分的内容摘要92%?的希望收到任何礼物希望收到任何礼物92%92%8%8%71%71%29%29%45%72%?的受访者表珠宝是他们的三愿望之三愿望之45%?的受访者表珠宝是他们最想收到的第礼物第礼物其中,71%?的希望收到天然钻天然钻饰饰72%期望收到礼物和珠宝 2024 Nielsen Consumer LLC.All Rights Reserved.9关于礼赠部分的内容摘要关于礼赠部分的内容摘要钻饰的选择统计钻饰的选择统计天然钻天然钻在所有饰产品类别中收到率统计66%62%57%55%戒指项链链环最希望收到礼物的场合最希望收到礼物的场合、情节

7、、纪念、新年和春节成为最受欢迎的收礼场合58%58%41%41%情节情节40%40%纪念纪念28%28%新年新年20%20%春节春节期望收到礼物和珠宝 2024 Nielsen Consumer LLC.All Rights Reserved.1077%77%76%76%75%73%71%70%常珍贵独具有独特的魅和个性具有情感价值带来佩戴的快乐因稀有和有限的供应量更保值爱的象征带来信64%57%56%51%43%4C标准价格设计品牌证书48%40%36%32%颜净度切克拉重量对天然钻的考量因素选择天然钻的主要原因在挑选天然钻时,以下是受访者要考量的因素:52%36%35%34%27%珍稀独情

8、绪价值爱的象征贵优雅的体验关于天然钻的内容摘要关于天然钻的内容摘要对天然钻的认知联想 2024 Nielsen Consumer LLC.All Rights Reserved.1179%77%73%71%70%70%67%受访者对天然钻受访者对天然钻知识的熟悉程度知识的熟悉程度受访者对天然钻认知的主要来源受访者对天然钻认知的主要来源50%28%22%红书微信其他社交媒体细分占78%?的会在实体店购买其中95%的选择在中国内地的实体店购买天然钻饰的购买式关于认知和购买模式的内容摘要关于认知和购买模式的内容摘要对天然钻的认知及熟悉度60%47%34%25%社交媒体钻告本品牌站朋友或同事品牌选择4

9、C标准知识证书/分级报告设计款式产地定价式钻类型(天然钻和实验室培育钻)2024 Nielsen Consumer LLC.All Rights Reserved.93%?的会通过以下渠道进研究:47%46%45%43%43%41%35%受访者希望进步了解的信息:50%29%21%红书微信其他社交媒体细分占12关于认知和购买模式的内容摘要关于认知和购买模式的内容摘要购买前对天然钻饰的研究61%42%40%35%32%社交媒体曾经购买过钻的朋友/家/同事本商店站珠宝告搜索引擎品牌选择钻类型(天然钻和实验室培育钻)证书/分级报告4C知识钻定价式设计选择钻产地 2024 Nielsen Consum

10、er LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.购买购买/收到礼物的偏好收到礼物的偏好13 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.受访者基本资料受访者基本资料1414Base:?所有受访者(n=1035);Q:请问您的性别是?;?Q:?请问您属于以下哪个年龄组别?Q:?请问您前的职位是?*?PMEB:?专业、经理、管理阶层以及商 74%?的性打算在未来

11、12?个内购买天然钻。Base:1053867(82%)性别性别男年龄年龄18-2425-2930-3435-3940-54职业职业PMEB领蓝领学家庭主妇退休/业2828727210102929333319198 852522020101010104 44 426741229312084922111044购买意向购买意向所有受访者所有受访者天然钻天然钻 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.受访者基本资料受访者基本资料1515Base:105386

12、7(82%)情感状况情感状况单处于稳定关系订婚/结婚教育程度教育程度中学或以下副学/职业学校本科硕或以上个收个收RMB?¥10,000 以下RMB?¥10,001-20,000?RMB?¥20,001-30,000?RMB?¥30,001-40,000?RMB?¥40,001-50,000?RMB?¥50,001或以上2222252549491515414135358 8414120209 99 93 36 62121232352521616424232329 9434318189 99 93 34 4Base:所有受访者(n=1035);Q:?请问你现在的感情状况是?;?Q:?请问你的教育程

13、度是?Q:?平均来讲,请问你每的个总收属于以下哪个组别?在打算购买天然钻的中,52%?已订婚或结婚。购买意向购买意向所有受访者所有受访者天然钻天然钻 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.礼物购买意向礼物购买意向 91%?受访者打算在未来 12?个内购买礼物,为(59%)、配偶/伴侣(57%)或(51%)购买。受访者打算在(50%)、纪念(37%)和情节(35%)时购买礼物。受访者购买时装、配饰、箱包或珠宝作为礼物的意愿较。9191打算购买打算购买不

14、打算购买不打算购买礼物购买意向礼物购买意向(%)(%)5050373735352121202015151414131312126 66 61212纪念纪念情节情节亲节亲节新年新年农历新年农历新年圣诞节圣诞节亲节亲节情节情节复活节复活节光棍节光棍节/双双 1111我随时会购买我随时会购买购买礼物的时机购买礼物的时机(%)(%)595957575151343415151010我本我本我的配偶我的配偶/伴侣伴侣我的朋友我的朋友/男朋友男朋友其他家庭成员其他家庭成员朋友朋友/同事同事赠送对象赠送对象(%)(%)76766767636345453737111129293535101013137 76 6

15、时装、配饰和箱包时装、配饰和箱包珠宝珠宝美容产品美容产品旅游旅游电产品电产品收藏品收藏品前三期望购买前三期望购买最期望购买最期望购买礼物购买种类礼物购买种类(%)(%)16Base:?打算购买任何礼物的(n=956);Q:?您是否打算在未来 12?个内购买任何礼物?;?Q:您打算为谁购买礼物?Q:您打算为哪些特殊或重要时刻购买礼物?;?Q:?请将以下您会打算购买的礼物类别排序,从1为最想购买到6为最不想购买。2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.58

16、5841414040282820201717161614148 88 86 6情节情节纪念纪念新年新年农历新年农历新年圣诞节圣诞节亲节亲节情节情节光棍节光棍节/双双 1111亲节亲节复活节复活节17礼物收取意向礼物收取意向 92%?的受访者期望在未来 12?个内收到礼物,包括珠宝、时装、配饰和箱包。受访者多希望在(58%)、情节(41%)和纪念(40%)收到礼物。9292期望收取期望收取不期望收取不期望收取收取礼物的时机收取礼物的时机(%)(%)礼物收取意向礼物收取意向(%)(%)727269695656444438382121454518187 711119 91010珠宝珠宝时装、配饰和箱

17、包时装、配饰和箱包美容产品美容产品旅游旅游电产品电产品收藏品收藏品前三期望收到前三期望收到最期望收到最期望收到期望收取的礼物种类期望收取的礼物种类(%)(%)Base:?打算收到任何礼物的(n=972);Q:?您希望在未来 12?个内收到任何礼物吗?;?Q:?您希望在哪些特殊或重要场合收到礼物?Q:?请对您希望收到的以下各类礼物进排序。从 1为最想要到 6为最不想要。2024 Nielsen Consumer LLC.All Rights Reserved.购买为购买为18 2024 Nielsen Consumer LLC.All Rights Reserved.19购买为购买为在哪购买在哪

18、购买(%)(%)购买渠道购买渠道(%)(%)Q:如果您要购买天然钻饰,您打算如何选购?;?Q:您会考虑在哪购买天然钻饰?7878535316169 922229 98 84 4线下渠道线下渠道完全在实体店购买完全在实体店购买线上和线下实体店都会选购,但在线下实体店付费线上和线下实体店都会选购,但在线下实体店付费线上购物,线下实体店付费线上购物,线下实体店付费线上渠道线上渠道线下实体店购物,线上付费线下实体店购物,线上付费完全在线上购买完全在线上购买线上和线下实体店都会选购,但在线上付费线上和线下实体店都会选购,但在线上付费9595中国境内中国境内境外境外Base:打算购买任何礼物的(n=956

19、)Base:?打算在线下实体店购买礼物的(n=746)53%?的计划完全在线下购买礼品。在打算线下购买礼品的群中,95%?会在中国境内购买。2024 Nielsen Consumer LLC.All Rights Reserved.4040373718182 23 35?5?-常同意常同意4?4?-同意同意3?3?-般般2?2?-不同意不同意1?1?-常不同意常不同意20消费者对天然钻饰的信息搜集消费者对天然钻饰的信息搜集/调查调查 在购买天然钻饰之前,93%?的受访者会进调查,如浏览红书评论/照(50%)、询问以前购买过钻的朋友/家/同事(42%)或访问品牌站(40%)。调查到的信息是否充分

20、调查到的信息是否充分(%)(%)是否会在购买天然钻饰前进是否会在购买天然钻饰前进信息搜集信息搜集/调查调查(%)(%)信息来源信息来源(%)(%)Q:在购买天然钻饰之前,您是否会做任何调查?;Q:您从哪些渠道获得有关天然钻饰的调查信息?Q:如果以 1?到 5?分来衡量,您认为前获得的有关天然钻饰的调查信息在多程度上是充分的?6161505029295353424230304040353532322222社交媒体社交媒体红书评论红书评论/照照微信评论微信评论/照照朋友朋友/家家/同事同事曾经购买过钻的朋友曾经购买过钻的朋友/家家/同事同事征求家或朋友的意征求家或朋友的意本商店站本商店站珠宝告珠宝

21、告搜索引擎搜索引擎国际商店站国际商店站Base:打算购买任何礼物的(n=956)Base:?购买天然钻饰前会调查的(n=888)Base:?购买天然钻饰前会调查的(n=888)9393是是否否7777 2024 Nielsen Consumer LLC.All Rights Reserved.21对天然钻信息的熟悉程度和希望知悉的信息类型对天然钻信息的熟悉程度和希望知悉的信息类型熟悉到常熟悉熟悉到常熟悉(%)(%)8080767674747272707070706969品牌选择品牌选择4C?4C?知识知识证书证书/分级报告分级报告设计选择设计选择钻产地钻产地钻的定价式钻的定价式钻类型(天然钻与

22、实验室培育钻)钻类型(天然钻与实验室培育钻)Base:购买天然钻饰前会调查的(n=888);Q:您对以下有关 4C、原产地(钻产哪)、证书/分级报告、天然钻与实验室培育钻等信息的了解程度如何?Q:您还想了解哪些有关天然钻饰的信息?希望知悉的信息类型希望知悉的信息类型(%)(%)4747464645454343434341413535品牌选择品牌选择钻类型(天然钻与实验室培育钻)钻类型(天然钻与实验室培育钻)证书证书/分级报告分级报告4C?4C?知识知识钻的定价式钻的定价式设计选择设计选择钻产地钻产地 对天然钻饰了解的希望获得包括品牌选择(47%)、钻类型(46%)和证书/分级报告(45%)在内

23、的更多信息。2024 Nielsen Consumer LLC.All Rights Reserved.22认识来源认识来源-有关钻的信息有关钻的信息天然钻天然钻(%)(%)Base:所有受访者(n=1035);Q:?您是否通过以下渠道看到或听到与天然钻有关的信息?受访者主要通过社交媒体(60%)或红书(50%)获得天然钻的相关信息。606050502828474734342525202020201818社交媒体社交媒体红书评论红书评论/照照微信评论微信评论/照照钻告钻告本品牌站本品牌站朋友或同事朋友或同事搜索引擎搜索引擎或其他家庭成员或其他家庭成员国际品牌站国际品牌站 2024 Nielse

24、n Consumer LLC.All Rights Reserved.23对天然钻的熟悉程度对天然钻的熟悉程度 79%?的受访者熟悉天然钻的品牌选择,77%?的受访者了解 4C?标准,73%?的受访者了解证书/分级报告。42424747404037373535383836363737303033333535353532323232常熟悉常熟悉有些熟悉有些熟悉品牌选择品牌选择4C?4C?知识知识证书证书/分级报告分级报告设计选择设计选择钻产地钻产地钻的定价式钻的定价式钻类型(天然钻与实验室培育钻)钻类型(天然钻与实验室培育钻)对天然钻的熟悉度对天然钻的熟悉度(%)(%)7979777773737

25、171707070706767Base:所有受访者(n=1035);Q:您在多程度上了解以下有关 4C、原产地(钻的产地)、证书/分级报告、天然钻与实验室培育钻等的信息?2024 Nielsen Consumer LLC.All Rights Reserved.对天然钻的考量因素对天然钻的考量因素24 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.67676969626257575656494945454040373737373434202019199 98

26、 8NET?-?4Cs?(colour,?clarity,?caratNET?-?4Cs?(colour,?clarity,?caratand?cut)and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Origin?(where?from)RarityRarityEnvi

27、ronmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence25595940404343424238383333343426263030252530302525222217171313NET?-?4Cs?(colour,?clarity,?caratNET?-?4Cs?(colour,?clarity,?caratand?cut)and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationC

28、ertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Origin?(where?from)RarityRarityEnvironmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence6464505058584646444442423939404033332929

29、26262727202016161111Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/Mutual?supportUnconditional/Mutual?supportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?considerationWitness?

30、to?witness?weddingWitness?to?witness?weddingDestination?wedding/TravelDestination?wedding/TravelweddingweddingDepends?on?families?requestDepends?on?families?requestFairytale?weddingFairytale?weddingTraditional?Chinese?styleTraditional?Chinese?styleweddingweddingLuxury?weddingLuxury?weddingA?mix?of?t

31、raditional?Chinese?andA?mix?of?traditional?Chinese?andwestern?styleswestern?styles666665656464565653534747454539393636353536362121202011119 9Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/MutualsupportsupportGenuine?TrustGenuine?TrustOnce?

32、in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?consideration585837373434383834343333303027272929242422222929212117171414Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/MutualsupportsupportG

33、enuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?consideration总体总体646457575656515148484343404036363434323232322323202013131010Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualU

34、nconditional/MutualsupportsupportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?considerationTOTALTOTALOnce?in?a?lifeOnce?in?a?lifeEmotional?unionEmotional?union男性男性性性单单约会中约会中已婚已婚选择天然钻的考量因素选择天然钻的考量因素4Cs4Cs价格价格设计设计品牌品牌泽

35、泽证书证书净度净度切割切割保值保值卡数卡数情感价值情感价值钻来源地钻来源地稀有性稀有性环保及可持续性环保及可持续性信信 与其他群体相,性或已婚受访者在考虑价格因素时略多。设计和品牌也是性或已婚受访者在选择天然钻时考虑较多的因素。Q:?挑选天然钻的过程中,你会考虑以下哪些因素?Base(所有受访者)1053290763177319515选择天然钻的选择天然钻的考虑因素考虑因素(%)(%)2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.69697373696974

36、7451515151505041414040444439392727191910107 74Cs?(colour,?clarity,?carat?and4Cs?(colour,?clarity,?carat?andcut)cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Orig

37、in?(where?from)RarityRarityEnvironmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence68686565555546465454454542423838282841412828171718188 811114Cs?(colour,?clarity,?carat?and4Cs?(colour,?clarity,?carat?andcut)cut)PricePriceDesignDesignBrandBrandColorCol

38、orCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Origin?(where?from)RarityRarityEnvironmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence626256565454505048484242

39、404036363838303031312121202012129 94Cs?(colour,?clarity,?carat?and4Cs?(colour,?clarity,?carat?andcut)cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Origin?(where?

40、from)RarityRarityEnvironmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence6060494952524646434338383737313130302828313122222121161610104Cs?(colour,?clarity,?carat?and4Cs?(colour,?clarity,?carat?andcut)cut)PricePriceDesignDesignBrandBrandColorColorCertifi

41、cationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Origin?(where?from)RarityRarityEnvironmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence656557576464595951514747414136364

42、1412525404042422525171718184Cs?(colour,?clarity,?carat?and4Cs?(colour,?clarity,?carat?andcut)cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCaratSentimental?valueSentimental?valueOrigin?(where?from)Origin?(where?from)Rar

43、ityRarityEnvironmental?protection?andEnvironmental?protection?andsustainabilitysustainabilityConfidenceConfidence26总体总体646457575656515148484343404036363434323232322323202013131010Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/Mutualsupport

44、supportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?considerationTOTALTOTALOnce?in?a?lifeOnce?in?a?lifeEmotional?unionEmotional?union1818-24242525-29293030-34343535-39394040-5454选择天然钻的考量因素选择天然钻的考量因素4Cs4Cs价格价格设计设计品牌品牌

45、泽泽证书证书净度净度切割切割保值保值卡数卡数情感价值情感价值钻来源地钻来源地稀有性稀有性环保及可持续性环保及可持续性信信 与其他年龄组相,18-24岁受访者会更多地考虑天然钻的情感价值和产地。40-54岁受访者在选择天然钻时会更多地考虑品牌和价格。Base(所有受访者)105311030534720388Q:?挑选天然钻的过程中,你会考虑以下哪些因素?选择天然钻的选择天然钻的考虑因素考虑因素(%)(%)2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.27585

46、839393939404028282626262626262121171716161212111111111212Precious,?rare,?naturally?formedPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?

47、noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccas

48、ionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing43433131292933332424242421211

49、9192020212117171212151515151313Precious,?rare,?naturally?formedPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?hist

50、ory?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?a

51、nd?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing4747333334342222272723232323181820201717161620201818151

52、51616Precious,?rare,?naturallyPrecious,?rare,?naturallyformed?through?time?andformed?through?time?andOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?andMakes?me?feel?noble?andelegantelegantLong?history?and?traditionLong?history?and?traditio

53、nDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?m

54、oneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing575738383838373729292626262624241919202016161313121212121313Precious,?rare,?naturally?formedPreci

55、ous,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingD

56、urable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?en

57、vironmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing393929292929282822222323181820202323161616161616181816161212Precious,?rare,?naturally?formedPrecious,?rare,?naturally?forme

58、dthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHol

59、ds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;Mor

60、e?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing选择天然钻选择天然钻的原因的原因(%)(%)525236363535343427272525242423232020191916161414131313131313Precious,?rare,?naturallyPrecious,?rare,?naturallyformed?through?ti

61、meformed?through?timeOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?nobleMakes?me?feel?nobleand?elegantand?elegantLong?history?andLong?history?andtraditiontraditionDurable?and?long-Durable?and?long-lastinglastingHolds?financial?valueHolds?financ

62、ial?valueover?timeover?timeSymbol?of?prestige?andSymbol?of?prestige?andstatusstatusSuitable?to?wear?onSuitable?to?wear?ondifferent?occasionsdifferent?occasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentallyMore?environmentallyfriendly;?promotesfriendly;

63、?promotesHigher?qualityHigher?qualityCelebrities/KOLs?areCelebrities/KOLs?arewearingwearing选择天然钻的原因选择天然钻的原因珍贵、稀有且天然形成珍贵、稀有且天然形成独独带给我情感价值带给我情感价值永恒与坚定的爱情永恒与坚定的爱情带给我贵优雅的感觉带给我贵优雅的感觉历史悠久和传统历史悠久和传统耐且持久耐且持久保值保值威望与份的象征威望与份的象征适合我不同场合配戴适合我不同场合配戴时尚新潮时尚新潮性价性价较环保及有助于推动可持续较环保及有助于推动可持续发展发展质素较质素较明星明星/KOLKOL都在配戴都在配戴

64、 总的来说,多数选择天然钻的主要原因是认为它珍贵、稀有且天然形成。较多的已婚认为天然钻是爱情的象征。Q:?为什么你会选择天然钻?Base(所有受访者)1053290763177319515总体总体男性男性性性单单约会中约会中已婚已婚 2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.28737339394040434336362828323231311818232320202020131318189 9Precious,?rare,?naturally?form

65、edPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-l

66、astingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?money

67、More?environmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing5454393933333333272720202525161626261818151512128 814141313Precious,?rare,?naturallyPrecious,?rare,?naturallyformed?

68、through?time?andformed?through?time?andOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?andMakes?me?feel?noble?andelegantelegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financi

69、al?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environm

70、entally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing484832323535353528282929202027271818181816161414131311111313Precious,?rare,?naturally?formedPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time

71、?and?natureOne-of-a-kindOne-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?fi

72、nancial?value?over?timeSymbol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?

73、sustainablepromotes?sustainableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing474735353333333323232222232318181818171714141111161612121313Precious,?rare,?naturally?formedPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOn

74、e-of-a-kindSentimental?valueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSym

75、bol?of?prestige?and?statusSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustai

76、nableHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing585840404242303025252626303029292323252520201717191916161515Precious,?rare,?naturally?formedPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?val

77、ueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?status

78、Symbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?sustainable?developmentpromotes?sustainable?developm

79、entHigher?qualityHigher?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing总体总体525236363535343427272525242423232020191916161414131313131313Precious,?rare,?naturally?formedPrecious,?rare,?naturally?formedthrough?time?and?naturethrough?time?and?natureOne-of-a-kindOne-of-a-kindSentimental?v

80、alueSentimental?valueSymbol?of?loveSymbol?of?loveMakes?me?feel?noble?and?elegantMakes?me?feel?noble?and?elegantLong?history?and?traditionLong?history?and?traditionDurable?and?long-lastingDurable?and?long-lastingHolds?financial?value?over?timeHolds?financial?value?over?timeSymbol?of?prestige?and?stat

81、usSymbol?of?prestige?and?statusSuitable?to?wear?on?differentSuitable?to?wear?on?differentoccasionsoccasionsFashionable?and?trendyFashionable?and?trendyValue?for?moneyValue?for?moneyMore?environmentally?friendly;More?environmentally?friendly;promotes?sustainablepromotes?sustainableHigher?qualityHighe

82、r?qualityCelebrities/KOLs?are?wearingCelebrities/KOLs?are?wearing1818-24242525-29293030-34343535-39394040-5454选择天然钻的原因选择天然钻的原因 同样地,在不同年龄段中,选择天然钻的主要原因是因为们认为它珍贵、稀有且天然形成。较多18-24岁和40-54岁受访者表选择天然钻是因为它们的情感价值。Base(所有受访者)105311030534720388珍贵、稀有珍贵、稀有,天然形成天然形成独独带给我情感价值带给我情感价值永恒与坚定的爱情永恒与坚定的爱情带给我贵优雅的感觉带给我贵优雅的感觉

83、历史悠久和传统历史悠久和传统耐且持久耐且持久保值保值威望与份的象征威望与份的象征适合我不同场合配戴适合我不同场合配戴时尚新潮时尚新潮性价性价较环保及有助于推动可持续较环保及有助于推动可持续发展发展质素较质素较明星明星/KOLKOL都在配戴都在配戴选择天然钻选择天然钻的原因的原因(%)(%)Q:?为什么你会选择天然钻?2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.29重要程度重要程度-原产地原产地(%)(%)总体总体男性男性性性单单约会中约会中已婚已婚重要程度

84、重要程度 原产地原产地Q:?从1分到5分,你认为了解钻原产地有多重要?Base(所有受访者)1053290763110305347203881773195151818-24242525-29293030-34343535-39394040-54543 34 43 31 16 63 35 51 13 34 48 85 59 95 57 77 7111111114 46 6101030301818343434343131252533333333262623233535272727272727353528282323252531314141161628283232464627272626343438

85、3829292020282852522323常重要常重要重要重要般般不重要不重要常不重要常不重要59597373545461616262616153535151696968685151 相性受访者,男性受访者更多地认为天然钻的产地较为重要。同样地,相已婚受访者,较多单或约会中的受访者认为产地重要。2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.308383838380808181808076767878747471716969NET?-?4Cs?(colour

86、,?clarity,NET?-?4Cs?(colour,?clarity,carat?and?cut)carat?and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCarat7575737374747575717172726969707066666161NET?-?4Cs?(colour,?clarity,NET?-?4Cs?(colour,?clarity,carat?and?cut

87、)carat?and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCarat6565686873736767727267675555616159595353Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/Mutualsup

88、portsupportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?considerationWitness?to?witness?weddingWitness?to?witness?weddingDestination?wedding/TravelDestination?wedding/Travelweddingwedding81818181787877777777747473737

89、27268686565Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/MutualsupportsupportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?consideration6868676772727373717

90、169696666666664645858Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/MutualsupportsupportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?consideration与天然钻有关的描述

91、与天然钻有关的描述-同意程度同意程度(%)(%)总体总体7777777776767676757573737171707067676363Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUnconditional/MutualsupportsupportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconom

92、ic?considerationEconomic?consideration男性男性性性单单约会中约会中已婚已婚与天然钻有关的描述与天然钻有关的描述天然钻是独的天然钻是独的天然钻是常珍贵的天然钻是常珍贵的天然钻有其独特的天然钻有其独特的魅与性格魅与性格天然钻带给我情感价值天然钻带给我情感价值天然钻带给我穿戴的喜悦天然钻带给我穿戴的喜悦天然钻因其稀有性和有限的天然钻因其稀有性和有限的供应更保值供应更保值天然钻是爱情的象征天然钻是爱情的象征天然钻带给我信天然钻带给我信天然钻是威望和地位的象征天然钻是威望和地位的象征天然钻是传家之宝天然钻是传家之宝 总体,受访者致认为天然钻是独且常珍贵的,尤其是在性

93、或已婚受访者中。Base(所有受访者)1053290763177319515Q:?从1分到5分,你有多程度上同意以下有关天然钻的说法?2023 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.3184848989757580807878757569697474747466664Cs?(colour,?clarity,?carat4Cs?(colour,?clarity,?caratand?cut)and?cut)PricePriceDesignDesignBrandBr

94、andColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCarat83838080787873737676747475757373727268684Cs?(colour,?clarity,?carat4Cs?(colour,?clarity,?caratand?cut)and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFin

95、ancial?valueFinancial?valueCaratCarat76767575757576767575717172727171686863634Cs?(colour,?clarity,?carat4Cs?(colour,?clarity,?caratand?cut)and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCarat7272757577777676737372726

96、8686565636359594Cs?(colour,?clarity,?carat4Cs?(colour,?clarity,?caratand?cut)and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCarat80807979787878788080757572727272626265654Cs?(colour,?clarity,?carat4Cs?(colour,?clarity

97、,?caratand?cut)and?cut)PricePriceDesignDesignBrandBrandColorColorCertificationCertificationClarityClarityCutCutFinancial?valueFinancial?valueCaratCarat总体总体7777777776767676757573737171707067676363Everlasting?love/Life-longEverlasting?love/Life-longpartnershippartnershipUnconditional/MutualUncondition

98、al/MutualsupportsupportGenuine?TrustGenuine?TrustOnce?in?a?lifeOnce?in?a?lifeLoyaltyLoyaltyEmotional?unionEmotional?unionEconomic?considerationEconomic?consideration1818-24242525-29293030-34343535-39394040-5454与天然钻有关的描述与天然钻有关的描述 相其他年龄组别,更多18-24岁的受访者认为天然钻能给他们带来穿戴的喜悦(80%)。40-54岁的受访者则认为天然钻是常珍贵(89%)且独的(

99、84%)。Base(所有受访者)105311030534720388天然钻是独的天然钻是独的天然钻是常珍贵的天然钻是常珍贵的天然钻有其独特的天然钻有其独特的魅与性格魅与性格天然钻带给我情感价值天然钻带给我情感价值天然钻带给我穿戴的喜悦天然钻带给我穿戴的喜悦天然钻因其稀有性和有限的天然钻因其稀有性和有限的供应更保值供应更保值天然钻是爱情的象征天然钻是爱情的象征天然钻带给我信天然钻带给我信天然钻是威望和地位的象征天然钻是威望和地位的象征天然钻是传家之宝天然钻是传家之宝与天然钻有关的描述与天然钻有关的描述-同意程度同意程度(%)(%)Q:?从1分到5分,你有多程度上同意以下有关天然钻的说法?OFFICIAL

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