2017年全球奢侈品行业消费者洞察报告

True-LuxuryGlobalConsumerInsightAntonioAchille,Partner&ManagingDirector25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.1True-LuxuryGlobalConsumerInsightwewilladdress6WquestionsWhynow?Wherewillgrowthcomefrom?WhatwillittaketowinluxuryConsumer?Whichluxurysegmentswilldrivegrowth?What'sinforyou?Whatmakesourstudyunique?25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.2Organicgrowth:2/3ofnextdecadegrowth1.Europe(Italy,France,UK,Germany,Spain,Nordics),USandJapan;2.Referredtopersonalluxury(apparel,accessories,hardluxury,Perfume&Cosmetics)Source:Bernstein/BCGanalysisLastdecadegrowthcomponents2Upcomingdecadegrowthcomponents220%Price35%20%TotalgrowthTraditionalMarkets125%Emergingmarkets100%VolumeOrganicgrowth(LFL)40%Retailexpansion.60%40%Volume25%100%TotalgrowthTraditionalmarkets120%PriceEmergingmarkets15%Organicgrowth(LFL)65%Retailexpansion.35%25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.3TheCONSUMEReraSource:BCG2013specificsurvey'80s'90s'00s2014nextdecade•Style&Designforelites•TempleofDesire•TheriseofGlobalBrands•RetailaspartofBrandexperience•Realestaterush•Consumer:engineoftoplineandmargingrowth+ConsumerDesign+Brand+Retail25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.4True-LuxuryGlobalConsumerInsightwewilladdress6WquestionsWhynow?Wherewillgrowthcomefrom?WhatwillittaketowinluxuryConsumer?Whichluxurysegmentswilldrivegrowth?What'sinforyou?Whatmakesourstudyunique?25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.5True-LuxuryConsumerstalktoyoutoday1.Cars&YachtSource:BCGAnalysisClusterAspirationalProspectsRestoftheworldSample(#)~5K~25KUltraBeyondmoneyVeryhighHighCoreluxuryAvg.yearlyspendincludingcars1(K€)2K€-60K€130K€10K€3K€FocusofanalysisAvg.30K€~10K~30K25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.6Allluxurycategoriesinscope:ouractualsamplespent~230M€inluxurygoodslastyear507015032033560504012060651,5001,0005000Total1,320OtherArtsTechno-logyCars&YachtHotel&ExclusivevacationsFood&WineFurnit-uresCosmeticWatch&jewelleryApparel2Acces-soriesPersonalluxury(285€B)Experientialluxury(445€B)Cars&Yacht(320€B)Others(270€B)Luxurymarket(€B)1.PersonalandExperientialluxuryNote:Somenumbersarerounded.Source:BCG2013specificsurvey,BCG-IPSOSmarketresearchCoveredintheGlobalLuxuryConsumerInsightP&E1Market:730€B25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.7MappedConsumersopinionon100+luxurybrandsSource:BCG2013specificsurveyNote:Including:cars,hotel,furniture&design,sunglasses(notexhaustive)25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.8SoundingboardofWWleadingbrandstoensurerobustnessandactionabilityoftheinsightSource:BCG2013specificsurvey25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.9True-LuxuryGlobalConsumerInsightwewilladdress6WquestionsWhynow?Wherewillgrowthcomefrom?WhatwillittaketowinluxuryConsumer?Whichluxurysegmentswilldrivegrowth?What'sinforyou?Whatmakesourstudyunique?25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.10CoreluxuryClusterTotalLuxuryConsumers1AspirationalUltraBeyondVeryhighHighTotalCorelux.~38035032Aspirational201324917#(M)Bn(€)12020361221#(M)Bn(€)1~44040042+10M+60M+50M1.Includingexperientialandpersonalluxury,excludingcarsSource:BCGAnalysis380MLuxuryConsumerstobecome440Mby202025871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.11CoreluxuryPersonalandexperientialluxurymarkettogrowfromtoday730to880Bn€1.Includingexperientialandpersonalluxury,excludingcarsSource:BCGAnalysisClusterTotalLuxuryConsumers1AspirationalUltraBeyondVeryhighHighTotalCorelux.~38035032Aspirational201324917#(M)Bn(€)140809050~7304702602020361221#(M)Bn(€)16011011560~440~88040053542345+85+150+65bn€25871-01-BCGTrue-LuxuryGlobalConsumerInsight-11Mar14-AAc-fb-Mil.pptxCopyright©2014byTheBostonConsultingGroup,Inc.Allrightsreserved.12Disaffection:~1Mcoreluxuryconsumersimpacted;4Bn€luxuryspendatriskProfile&RelevanceTopcountriesProfile•Age•%intop20%HHValueimpact•Currentvalue1•Valueatrisk•45-50•100%•8Bn€•4Bn€(50%+)1.2013valueNotethatdisaffectedarecurrentluxuryconsumersexpectedtodecreasetheirspendonluxurySource:BCGadhocluxurystudyCategoriesimpactedandretentionlevers7%6%6%8%1.0M8•Mostdiscontinuedcategories•MostresilientcategoriesPerfumes&cosmeticsSunglassesShoesHotelsFu