2025年从消费者变迁洞察品牌增长的原动力-奢侈品行业解析报告

Core Insights - The luxury goods market in China is undergoing structural adjustments, with significant consumer demand differentiation. The analysis categorizes consumers into four core groups, which serve as key references for brand strategy formulation [1][2][3]. Group Summaries - Fashion Enthusiasts: Comprising 66% of the consumer base, primarily women aged 20-35, they contribute 9% to luxury spending. They are focused on light luxury and beauty products, favoring brands like CHANEL and DIOR. Their consumption is driven by emotional value and social media sharing, making collaborations with KOLs essential for brands [1][2][19]. - Aspirational Pursuers: This group accounts for 25% of the market and contributes 37% of spending. They are urban middle-class individuals aged 25-40, seeking a balance between quality and budget. They prefer purchasing light luxury or high-end alternative brands through discount channels. Brands need to optimize pricing strategies and leverage trends like "old money" aesthetics to attract this group [1][2][30]. - Elite Lifestyle Patrons: Representing 6% of the consumer base, this high-net-worth group contributes 51% to luxury spending. They are women aged 30-45 who prioritize luxury experiences and investment value, favoring top-tier brands like Hermès and CHANEL. Brands should enhance their offerings through exclusive events and high-quality materials to strengthen their market position [2][3][19]. - Male Luxury Enthusiasts: Comprising 3% of the market and contributing 3% to spending, this group includes high-net-worth men aged 20-40. They prefer understated luxury and practical items, such as watches and bags. Brands can attract this demographic by developing functional designs and classic color palettes [2][3][19]. Industry Trends - The luxury sector is facing a "low desire" dilemma, with declining interaction and search growth rates for high-end brands (-0.1%), while light luxury brands are experiencing a surge in engagement (78%). Mid-range brands are leveraging gold products and Chinese aesthetics for growth [2][12][19]. - Social media has become a critical battleground for brands. Successful campaigns include Loro Piana's "old money" loafers and Miu Miu's DIY trends, which have led to explosive search growth [2][12][19]. Future Directions - Brands need to precisely target consumer differences: high-end brands should emphasize scarcity and cultural experiences, while light luxury brands should focus on trend-driven products and value for money. Additionally, leveraging social media trends to capture younger consumer preferences is crucial for building emotional connections [3][19].