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2024轻奢白皮书-多平台消费者画像
杭州知衣科技有限公司·2024-05-28 01:25

Industry Investment Rating - The report does not explicitly provide an overall industry investment rating [1] Core Views - The report focuses on analyzing different consumer segments in the luxury goods market, their preferences, and purchasing behaviors [2][5][9][12][16][20][24] Consumer Segmentation Analysis High-Intellectual Consumers - Age: 30+ [2] - Location: Second-tier cities [2] - Spending level: High-end luxury consumers [2] - Preferences: Art exhibitions, jewelry appreciation, cultural events [2] - Key brands: PORTS (43.3% sales share), COS (4.8%), HIDEMI (7%) [4] Zen New Chinese Style Consumers - Age: 30+ [5] - Location: First and second-tier cities [5] - Spending level: High-end luxury consumers [5] - Preferences: Jewelry, gold, education resources [5] - Key brands: ZHIZHI, YAYING, AOYES [7] Modern Luxury Style Consumers - Age: Under 30 [9] - Location: Second-tier cities [9] - Spending level: Mid-to-high-end consumers [9] - Preferences: Music festivals, art exhibitions, fashion shows [9] - Key brands: MO&Co (8.7%), Yirantian (7.36%) [11] Self-Rewarding New Women - Age: 25-35 [12] - Location: Second-tier cities [12] - Spending level: Strong luxury consumption potential [12] - Preferences: Fitness, travel, medical aesthetics [12] - Key brands: maje (35.2%), VGRASS (23.0%) [14] New Retroism Consumers - Age: 25-35 [16] - Location: First-tier cities [16] - Spending level: Strong luxury consumption potential [16] - Preferences: Lifestyle vlogs, home, parenting [16] - Key brands: DAZZLE (11.8%), SHUSHU/TONG (7.4%) [18] Wilderness New Trend Consumers - Age: Under 30 [20] - Location: Third-tier cities [20] - Spending level: Moderate, growing [20] - Preferences: Popular culture, fitness, mechanical styles [20] - Key brands: WISKII, A.P.C., Longchamp [22] Pioneer New Force Consumers - Age: Under 25 [24] - Location: Second-tier cities [24] - Spending level: Entry-level luxury, high future potential [24] - Preferences: Makeup tutorials, gaming, pop music [24] - Key brands: Rick Owens, Dion Lee, Courreges [26]