Core Insights - The report highlights a significant shift in the consumption behavior of China's high-net-worth individuals (HNWIs), moving from a focus on luxury goods as status symbols to prioritizing health, family, emotional value, and long-term experiences in their purchasing decisions [1][3]. Group 1: Definition and Wealth Transfer - The report defines high-net-worth individuals as families with disposable assets exceeding 6 million RMB, while those with assets between 2 million and 6 million RMB are categorized as middle-class [2]. - A notable wealth transfer is expected in the next decade, with 20 trillion RMB projected to be inherited, increasing to 45 trillion RMB in 20 years and 79 trillion RMB in 30 years, reshaping the structure of HNWIs and emphasizing long-term planning in consumption decisions [2]. Group 2: Changes in Consumption Mindset - The pandemic and global uncertainties have led to a transformation in consumption mindset among HNWIs, shifting from "living for today" to "planning for the future," and from "brand-centric" to "pragmatic" approaches [3]. - The focus has transitioned from material enjoyment to emotional value, with a greater emphasis on spending for health, children's education, and personal experiences rather than luxury brands [3]. Group 3: Market Performance and Trends - In 2024, traditional luxury goods are experiencing a decline, with revenues down by 2% and net profits down by 17%, while service-oriented and experiential categories are seeing growth, such as a 13% increase in tobacco, alcohol, and tea consumption [4]. - The luxury market is undergoing structural adjustments, with top luxury brands focusing on exclusivity and unique experiences, while mass luxury brands need to balance cost-effectiveness and emotional value [4]. Group 4: Health and Experience Consumption - Health-related spending has become a necessity for HNWIs, with significant investments in services ranging from maternity care to elder care, and a willingness to pay high costs for professional health services [5]. - Experience-based consumption is on the rise, with HNWIs valuing emotional connections and unique experiences over mere material possessions, leading to increased interest in travel and family-oriented activities [6]. Group 5: Overall Consumption Shift - The overall consumption shift among HNWIs in 2025 reflects a deeper transformation from material-oriented to value-oriented spending, with wealth serving as a tool for enhancing health, family, and quality of life rather than a status symbol [7].

Core Insights - The luxury goods market is experiencing a slowdown, with a significant rise in demand for "affordable alternatives" as consumers prioritize value for money over brand prestige [1][2][3] - A new consumer sentiment is emerging, where 57.2% of consumers prefer cost-effective substitutes when product quality and functionality are similar [1][2] - The concept of "value-driven" consumption is becoming mainstream, particularly among younger generations [1][3] Group 1: Market Trends - The average price of luxury goods has increased by approximately 15% over the past three years, leading to a reassessment of their perceived value [2] - Nearly half of luxury consumers believe that brand prices are inflated, indicating a shift in trust and patience towards luxury brands [2][3] - Fast fashion and new high-street brands are increasingly encroaching on the "light luxury" market, which is losing its price advantage [3] Group 2: Consumer Behavior - Young consumers are actively choosing more affordable, high-quality imitations to maximize value [2][3] - The definition of luxury is evolving; it is no longer associated solely with high-priced items but is now linked to products that provide emotional satisfaction and a sense of well-being [3][4] - The acceptance of second-hand luxury goods is rising, with younger generations viewing them as both cost-effective and environmentally friendly [4][5] Group 3: Sustainability and Cultural Relevance - The trend of sustainability is becoming a fashionable lifestyle choice, with brands focusing on cultural significance rather than just price [4][5] - The growth of second-hand platforms, such as Vestiaire Collective, which reported a 25% revenue increase last year, highlights the market's enthusiasm for green consumption [4] - Innovative products that incorporate sustainable practices are becoming social symbols among young consumers, reflecting a shift in consumer values [5][6] Group 4: Future Outlook - The "premium pricing logic" of traditional luxury brands is being redefined, as the focus shifts to creating enjoyable and meaningful consumer experiences [6] - The competition in the fashion industry is intensifying, with brands needing to make essential products interesting and appealing to maintain relevance [6]