2015日本奢侈品消费者调查报告英文版

Changingtimes,shiftingtargetsBrandspivottocapturenewsourcesofgrowthAuthoredby:GeorgesDesvauxMicheleRavisconiNaomiYamakawaMcKinseyConsumerandShopperInsightsOctober2015McKinsey2015JapanLuxuryConsumerSurveyReport2DocumentTitleSectionHeadingMcKinsey2015JapanLuxuryConsumerSurveyoverviewƒConductedApril2015(McKinseyhasconductedaJapan surveyeveryAprilorMaysince2009)ƒ598Japaneseconsumerspurchasingluxurywithin thepast 24 monthsƒ71%female,29%malerespondentsƒEachrespondentallocatedtooneof4categories(each including122~142respondents)withintheirpurchased categoryƒLuxuryusersscreenedagainst81fashionbrands,57 leathergoodsbrands,46watch/jewelrybrandsand 55 shoebrandsƒNationwidesurvey3Changingtimes,shiftingtargetsJapan’sluxurymarketofyearspastwasakintoadartboardwitharedcenternearlyaslargeastheboarditself:brandscouldn’thelpbuthitthebull’s-eye.Theirtarget,thathomogenousshoppersegmentknownasthemiddle-agedJapaneseconsumer,couldbewonwithrelativeeaseusingaformulaic,straightforward,andreliableapproachthatinvolvedlittlemorethanhigh-touchbutundifferentiatedservices,andlookalikestoresonseeminglyeverycorner.Todaythismarketlooksquitedifferent.Thereareabevyoftargets,allofthemmoving,andbrandsmustapplyafargreaterdegreeofmarketingprecisionandanticipation.Theymustnowattractnewandunfamiliarmarketsandsegmentsthatwillbekeysourcesofgrowthgoingforward,includingmillennials,whoarenewtoluxury,increasinglysophisticateddigitalmodels,andaninfluxofvoracioustourist-shoppers,largelyfromtheAsian mainland.Thechallenge,inshort,istowininavastlymorecomplexandnuancedJapanluxurymarket.Toadapt,luxurybrandswillneedtorapidlytargetdivergingsegmentsbyshiftingandreshapingtheirin-storepractices,marketingstrategies,digitalpresence,andevenapproachestoonlineinformationgathering.Winnerscouldwellberewardedwithsignificanttoplineandmargin growth.InthewakeofthehikeTheApril2014salestaxhikefromfivetoeightpercentsawgovernmenttaxrevenuein2014hititshighestpointsince1993(JPY54 trillion,upnearly15 percentyearonyear).Afurtherplannedjumpfromeighttoten percenthasbeenpushedback,mostprobablyto2017,togiveconsumersandbusinesses,alike,alittlemorebreathingroom.Forluxurybrands,theincreaseinconsumptiontaxcertainlyhurtsalesintheshortterm,butresultsappeartohavebeengenerallywithinexpectations.InalivevotingsurveyataluxurysectoreventinJapanhostedbyMcKinsey,overhalfofluxurybrandexecutivesindicatedthattheirsalesforsummer,fall,andwinter2014wereeithermuchbetterorsomewhatbetterthanexpected.1Resultswerenotuniform,however,asafull20 percentindicatedthattheyhadtakenaharderhitthantheywereexpectingoverthesame period.Consumerconfidencehasseesawedinthemonthssincethetaxhike,buthasshownanoverallrecoverytrendoverthecourseof2015.Forconsumerproductsoverall,thetaxincreasehasdriventwostrongtrends:lowerpurchasefrequencyandincreasedtradingup.Forluxurybrands,resultsaremixed.Consumersindicatethat,aswithgeneralproducts,theirluxurygoodspurchasesarealsolessfrequent,butwhethertheyaretradingupornotdependsonthesubcategory[Exhibit1].Experientialspend,forinstance,heldsteadyorevenincreasedinareassuchastravel,diningout,hobbies,andself-careservices(e.g.,spas).Luxurygoods,bycontrast,sawadeclinebothinfrequencyandpricerangeacrosscategories,withleathergoodsandwatch/jewelryinparticularseeingasignificantdrop[Exhibit2].Addtothisaslightuptickinthe percentofJapaneseconsumerswhosaytheyfindconspicuousconsumptiontobeinpoortaste,anditseemsasthoughsomeluxurycategoriesinJapancouldbefacingatleastaslightuphillclimb.1McKinseyLuxuryGoodsSurvey,2015.Wayschangewith the territory.Japaneseproverb4Changingtimes,shiftingtargetsTheApril2014taxhikeaffectedfrequency,butwithvariableresultsontradingupandtradingdownSOURCE:McKinseyJapanLuxuryConsumerSurvey2015-35-30-25-20-15-10-50510-5-4-3-2-101234567891011121314151617181920Eatingout(excl.travel) Travel Non-brandjewerly Brandedjewelry Non-brandleather Brandedleather Non-brandfashiongoods Brandfashiongoods Hobby Self-care(hair,nail,spa/esthé,massage) Mobiledevice Homeelectronics Bodycare Colorcosmetics Skincare Mobile/internetcharges Take-outfood Howdidfrequency/priceofpurchasingchangebeforeandafterthe2014taxincrease?Pricerange–Deltaofincreasetodecline(%)Frequency–Deltaofincreasetodecline(%)PercentDeltabetweenrespondentswhoanswered“increased”/“substantiallyincreased”and“declined”/“substantiallydeclined”;n=598Exhibit12025222017121820161619222245740466101422145828613129220451156857Howhaveyourluxuryshoppingactivitieschangedoverpast24months?Percentwhoanswered“Yes”,currentluxurypurchasersbycategory1;n=418(2014),539(2015)TradingupandtradingdowntrendsarebipolarizingacrosscategoriesSOURCE:McKinseyJapanLuxuryConsumerSurvey2014,20151Havepurchasedluxurygoodsindefinedcategorywithinlast24monthsFashionapparelLeathergoodsWatch/jewelryShoes(2010n/a)Iampurchasingluxurygoods…Ihaveswitchedtobuying…LessoftenMoreoftenCheaperbrandsMorehighendbrands201420152010Exhibit25Changingtimes,shiftingtargetsThemystifyingmillennialsAmidtheseshiftingtrends,manyluxurybrandexecutiveshavestartedtocasttheirgazetowardJapan’smillennialsasagrowthopportunity.