中國奢侈品銷售：多快多遠？.pdf

1、China luxury sales:How fast and far?20232Who is DLG?AAforward-looking digital partner with a luxury and innovation DNA.With over 10 years of experience in China,DLGbridges the gap between China and global headquarters,by facilitating productivecollaboration and improving brand performance.Impact of

2、travel on onshore consumption.3Personal luxury goods market(2019-2030F,bn)Source:Bain-Altagamma Luxury Goods Worldwide Market Study Spring 2023 22nd Edition,Bain&Company;Bain-Altagamma Luxury Goods Worldwide Market Study Fall 2023 22nd Edition,Bain&Company11%17%16%25.5%12%22%1%7%12%25.5%67%82%77%62.

3、5%62.5%201920222023E2030 Bain2030 DLGShopping in ChinaShopping AbroadRoW281345560560362China luxury sales:How fast and far?Slowly reverting to pre-covid habitsChinese expenditure to fuel future growth outside ChinaModest growth in ChinaLuxury faces 2 very different segments.4Source:2023 Luxury Consu

4、mer Research(N2,700)by Tencent Marketing Insight(TMI)&BCG;Knight Frank Wealth Sizing ModelMarket segmentation by consumer spending level90%60%10%40%Customer ShareSpending ShareHNWIMiddle ClassChina luxury sales:How fast and far?HNWI have and willcontinue to generate alarge portion of luxuryconsumpti

5、on in ChinaMiddle class fuelledluxury growth in the lasttwo decades,but thistrend changed in 2023What will it take for luxury brands.5Brand profileStrategic focusScarcity and exceptional prestige brandsFocus on providing VICs withexceptional experiences andleverage scarcity to stimulateoccasional lu

6、xury consumersExceptional brands with strong focus on HNWIStrengthen intimacy with VICs andprotect scarcityLuxury brands with higher dependency on middle classElevate all touchpoints:focus onVICs and most exclusive products.Avoid alienating VICs with massmarketingChina luxury sales:How fast and far?

7、Chinese travellers have changed radically.6China luxury sales:How fast and far?The rise of Hainanduty-free marketPrice harmonisationInternational airlineticket price+80%Availability of iconicproductsMassive marketinginvestment in ChinaChina accounts for50%of new storesvvvvvTravellers are no longer b

8、argain seekers:Local luxury distribution has been upgraded:Luxury stores in Europeand North America aremeeting new Chineseconsumers theyspend 30-50%moreper transaction versus2019.They expectexceptional service andexperiences,beyondwhat they can accessin China.Best practices and current challenges.7

9、These three core functions oftendont work for Chinese consumersoutside China Many of these functions are notavailable outside of China.The global CRM insfrastructure oftenexcludes Chinese travellers.ConsiderationsConsiderationsServiceConsiderationsServiceDrive to storeStore locatorAppointmentservice

10、Customerservice Accessibility Relevancy EfficiencyClienteling(WeCom)QR codestrategyPayment(Alipay&WeChat Pay)Security Confidentiality ConvenienceStore experienceServiceRecognitionCRM onboardingAfter sales services PIPL GDPR Cross-border data transferCRM onboardingChina luxury sales:How fast and far?

11、Consumer JourneyChallengesIris ChanPartner&Head of Intl Client Developmentichandigital-WeChat ID:irisivychanPhone:+1 201 899 9470DLG(Digital Luxury Group)is the leading independent digital agency for luxury brands,and offers consulting,social media,e-commerce,creative and CRM services.With offices i

12、n Geneva,Shanghai and New York,it has developed a unique expertise in defining and implementing impactful digital strategies that target sophisticated consumers through a combination of technological know-how,creativity and luxury savoir-faire.Jacques RoizenManaging Director,Consultingjacquesroizendigital- WeChat ID:JacquesRoizenPhone:138 1829 4844Follow us for updates on LinkedIn