中国奢侈品市场正经历从"符号消费"到"文化认同"的深层次结构性变革，小红书凭借其独特的平台生态，成为奢侈品牌连接中国消费者的关键战略支点，重 塑奢品消费决策链，推动行业实现文化共情、圈层共振与全域转化。 消费者行为变迁：从物质到文化的价值跃迁 高净值人群展现出"反周期"消费韧性，43%表示未来一年将增加日用奢侈品消费，其消费趋势从物质转向价值观、文化转型、注重体验及生活方式延伸。中 产消费者则趋向"长期主义"，关注经典款与产品保值能力，小红书上"长期主义"相关话题浏览量高达9.5亿。决策要素从"符号消费"转向"文化认同"，年轻消 费者更注重品牌与个人身份的契合，小红书用户通过"新中式穿搭"等内容重构东方美学，推动品牌以"东方语言"对话。 小红书人群消费驱动：六大人群画像 小红书基于身份、价值、表达和社交属性，将奢品消费者分为六大人群。"奢派生活家"追求极致奢侈体验；"悦己摘星人"以奢侈品为生活仪式感标志；"潮 奢风格家"关注潮流设计；"静奢知识分子"偏好低调高级风格；"奢品入门人"处于探索阶段；"奢交体面人"注重社交属性，这些分类为品牌提供精准运营思 路。 双重引擎：文化翻译与圈层共振 文化翻译：破解本土化密 ...

Investment Rating - The report indicates a positive investment outlook for the luxury goods industry in China, emphasizing the potential for sustained growth driven by high-net-worth consumers and evolving consumer behaviors [10][12][17]. Core Insights - The luxury goods market in China is undergoing a structural transformation, with a shift from "symbolic consumption" to "cultural recognition," reflecting deeper consumer values and preferences [41][44]. - High-net-worth individuals are increasingly viewing luxury goods as essential, with 43% indicating plans to increase their spending on daily luxury items in the coming year [21][24]. - The report highlights the role of Xiaohongshu (Little Red Book) as a critical platform for luxury brands, facilitating consumer engagement and decision-making through a unique content ecosystem [9][10][50]. Summary by Sections Chapter 1: Consumer Behavior Changes - The report outlines a behavioral map of consumers, noting that high-net-worth individuals exhibit resilience in luxury spending, even during economic downturns [17][24]. - Four new trends in luxury consumption among high-net-worth individuals are identified, including a focus on cultural values and experiences over mere materialism [24][25]. - The concept of "long-termism" is gaining traction, with consumers increasingly valuing classic designs and sustainable luxury products [30][35]. Chapter 2: Xiaohongshu's Role in Luxury Consumption - Xiaohongshu is positioned as a pivotal platform for luxury brands, acting as a "relationship incubator" that fosters trust and engagement between brands and consumers [64][66]. - The platform's unique search behavior, where 70% of users start their luxury product searches from a scene or category perspective, enhances brand visibility and consumer connection [54][55]. - Xiaohongshu's content-driven approach allows luxury brands to create emotional resonance and cultural narratives that align with consumer identities [49][50]. Chapter 3: Market Dynamics and Strategic Implications - The report emphasizes the importance of cultural empathy and storytelling in luxury branding, as consumers seek deeper connections with brands that reflect their values [44][45]. - The luxury market is characterized by a dual demand for both exclusivity and accessibility, necessitating a nuanced approach to marketing and consumer engagement [24][25]. - Brands are encouraged to leverage Xiaohongshu's ecosystem to enhance their market positioning and drive sustainable growth through targeted content strategies [66][74].