英文演消费PPT课件

1,Teammembers:,2,AstheeconomyofChinadevelopsrapidly,theChineseresidentsincomehasexpandedsubstantially.High-endconsumersemergedrapidlyandChinaisbecomingamajorplayerintheluxurygoodsconsumptionmarket.,TheWorldLuxuryAssociationpredictedthat,fiveyearslater,theamountofconsumptioninChinasluxurygoodsmarketmaytoptheluxurygoodsmarketsaroundtheworld.,Inthispresentation,wewanttofindouttheconsumptionpatternsofChinashigh-endconsumersandtheconsumerbehavior.,Preface,3,Contents,4,High-endconsumers,Whoarethehigh-endconsumers?Therealwayswillbeasegmentthatcanaffordtheproductorservicenomatterwhatthepriceis.Thesegmentwithhighincome,stablecareerlife,canandwantstobuyluxuriousandhealthyproduct.,5,High-endconsumers,About13%ofthetotalpopulationinChinahasabilitytobuyinternationalbrand-nameproductsin2010.Anditwillreach250millionpeoplein2015.,researchreportofChinaBrandStrategyAssociation,6,2008,2015,17%,29%,High-endconsumers,Chinasproportioninthetotalgloballuxuryconsumption,AGoldmanSachsreportsaidthatin2008,theannualluxurygoodsconsumptioninChinaisabout17%ofthetotalglobalconsumption,andpredictedin2015,itsannualgrowthratewillbeapproximately10%,whenthetotalamountofluxurygoodsinChinaexpectstoexceed11.5billion,rankfirstinworldsluxuryconsumptionfield,accountingforabout29%ofthetotalglobalconsumption.,7,Consumptioncharacteristics,Qualityandconfidence,thenshowingofftheirwealthandgifts.,Thedomesticluxurymarketdevelopswithinternationalmarketsynchronously.,Theeffectofpublicpraiseismoreusefulthanthemassmedia.,Chineseconsumersdonotfocusonluxurygoodssoftpower.,Youngpeopleinthehigh-endconsumersspendmorerational,whiletheolderaremoreimpulsive.,8,Consumptioncharacteristics,ShowingofftheirwealthandluxurygiftsisamajorfeaturetotheChinesepeople,alotofthemediahaveguidedthepublictosuchdirection.Butthesurveyshowsthatthepursuitofhighqualityoflifeandself-confidenceisthemainmotivationtobuyluxurygoodsforthehigh-endconsumers.Onlyafewpeoplewillbuytheluxurygoodstoshowofftheirwealthandgifts.,Showingoff,Trends,WhileluxurygoodsispopularinChinaforashorttimebutwithinthewaveofinformationtechnologyandanincreasinglyflatworld,Chineseconsumerscantouchtheluxurytrendstimely.,9,Consumptioncharacteristics,10,Consumptioncharacteristics,Studyfoundthatthehigh-endconsumersaretotallydifferentfromordinaryconsumersatoneside.Itisthattheyoungconsumeextremelyreasonable,andtheelderarevulnerabletobeluredbyadvertisingandpromotion.,Mostwealthoftheyoungpeopleinthehigh-endconsumersistheresultoftheirstruggle.Theyaremorerationalfortheexpenditureofwealth.,TheoldHigh-endconsumerspaylessthanyoungpeoplefortheirfamilies.Theyaremorewillingtospendmoreandshowtheirwealthtoothers.,11,Consumptioncharacteristics,Inadditiontootherfashionmagazinesandstores,afriendsrecommendationisthemainchanneltogetinformationforhigh-endconsumer.Fromasurvey,nearlyhalfoftherespondentssaidthattheygottherelevantinformationfromthemouth.Thisratioexceededtelevision,radioandothermassmedia.,12,Asatypeofimportantluxuryproducts,automobileisindispensableforthehigh-endconsumersanditisalsoakeyareaofintensivecompetitionfortheauto-makers.,So,today,wetaketheautomobilesconsumptionforexample,firstwewillcomparethefiguresbetweentheown-brandandtheimportedautomobiles.ThenwewillfocusonBMW,AudiandMercedes-Benzthesethreename-brand,forthepurposeofillustratingthehigh-endconsumerspreferences,detailingtheirconsumingpatternsatlast.,High-endConsumptioninAutoIndustry,13,High-endConsumptioninAutoIndustry,Own-brandVehicles,FromJanuarytoSeptemberin2010,own-brandvehiclesweresold3.0736million,accountingfor31.47%oftotalcarsales,whereas,itfell0.73%whencomparedwiththesameperiodoftimelastyear.,14,High-endConsumptioninAutoIndustry,MarketShares,While,itisalsoworthnotingthatJapan、German、America、KoreaandFrenchalsohavesplendidperformance.Accountingfor21.26%、19.92%、15.05%、8.41%and3.90%ofthetotalmarketsharerespectivelyinthefirstthreequartersin2010,which,ofcourse,belovedbythehigh-endgroups.,15,High-endConsumptioninAutoIndustry,Salesofdomesticautomobilesinthefirstthreequartersin2010,16,High-endConsumptioninAutoIndustry,Meanwhile,theconsumersfamiliaritywiththesethreebrandsarealsorankedatthetop,butthedifferenceofreferralratebetweenthemisrelativelysmall.,Whenweaskedabouttheautobrandthatthehigh-endconsumerswouldfirstthinkof,BMWtoppedthelistwith31.1%ofanswers,followedbyBenzandthenAudi.,17,High-endConsumptioninAutoIndustry,So,now,letusfocusonthetopthreeSalesChampion:AudiandMercedes-Benz,High-endConsumptioninAutoIndustry,18,High-endConsumptioninAutoIndustry,BoomingsalesofBenz,Apartfromtheinformationconveyedintheleftpicture,itisstillprovedthatthedrasticsalesgrowthinthepasttwoyearsmadechinathelargestmarketintheworld.,19,High-endConsumptioninAutoIndustry,ProsperityofAudisales,Untilnow,Audihaveestablished139outletsinChina,Itisplannedbyitsheadquartersthatbytheyear2015,therewouldbefarmorethan200.,20,High-endConsumptioninAutoIndustry,GrowthoftheBMWsales,China,hasbecometheworldsfourthlargestmarketofBenz,itisnowenjoyingitsboomingtime.wedobelievethatthistrendwillbecertaintobecontinuedwiththe“support”ofthehigh-end.,21,Salescomparisonfrom2000-2010,Needlesstosay,ourChinesetop-endgrouparethemainforceofthisgrowth,undoubtedly,95%ofthepurchasearemadebythem.,Havingscrutinizedthepictureinthelefthand,itistruethattheyallsharedthesameupwardtrendduringthisperiod,thoughallsufferedfluctuations.,High-endConsumptioninAutoIndustry,22,PatternsofHigh-endconsumers,2.,Rationalconsumption,Aggressiveconsumption,Showoffwealth,Consumeasgifts,1.,3.,4.,Patternsamonghigh-endconsume,23,PatternsofHigh-endconsumers,Rationalconsumption,Mainlyposedbygold-collarworkers,businessownersandothergroups.Theyareallfeaturedwithhighlyeducated,highincome.Purse:enjoyment,appreciation,collectionPreferences:cars;watches;estate;travelingabroad;golf;horseriding,24,PatternsofHigh-endconsumers,Aggressiveconsumption,Dominatedbywhite-collarworkersagedin30,withnotsomuchmoneyLivingfrugally,butaluxuryisindispensableTheyarethemainconsumersofmassluxuryandalsothemainreadersoffashionpublications.,25,PatternsofHigh-endconsumers,Showoffwealth,Mainlyposedbyrichwivesandrichsecondgeneration,theyarenotcreatorsofthewealth,buttheyhavetherighttocommandthewealthFrequentvisitorsofluxurystoresTheyoftenshoppingabroad,andverygenerous,26,PatternsofHigh-endconsumers,Consumeasgifts,Thebuyersaremainlybusinesspeople,andmostiscompany.Separationoftheconsumerandthebuyersisthebiggestcharacterofthistypeofconsumer.Accordingtothedifferentobjectspresented,buyerswouldchoosedifferentluxury.Placeshighvalueonthequalityofluxury,andcareslittleabouttheprice.,27,Conclusionandadvice,Conclusion1.,Conclusion2.,Conclusion3.,Conclusion4.,Autoproducts,fashionablegoodsandalcoholarethemostfavoritefieldsofhigh-endconsumersinChina.,Middle-agedpeoplehavemoreimpulsiontobuyluxurygoodsthanyoungonesinChina.,Givinggiftandshowingoffarethemostimportantmotivationforhigh-endconsumersinChina.,High-endconsumerspaymoreattentiontothebrandsoftheluxurygoodsinChina.,28,Conclusionandadvice,High-endconsumersemergedrapidlyandChinawillbeverylikelytobethetopluxurygoodsconsumptionnation.,Conclusion1.Autoproducts,fashionablegoodsandalcoholarethemostfavoritefieldsofhigh-endconsumersinChina.,Fashionconsumergoodshasbeenthefavoriteofhigh-endconsumers,suchaswatches,leathergoods,jewelryandsoon.,Theproportionoftheconsumptionofautoproductsisthelargestamonghigh-endconsumers.,29,Conclusionandadvice,Mostpeoplethinkthatbrandisasymbolofstatusandpersonaltaste.,Conclusion2.High-endconsumerspaymoreattentiontothebrandsoftheluxurygoodsinChina.,Basedonthecaseofautoproducts,theautobrandawarenessisthemostimportantfactor.,Brandawarenessisthemostimportantfactornomatterwhatthehigh-endgroupsbuy.,30,Conclusionandadvice,Formiddle-agedpeople,thechannelwhichtheygetinformationisrelativelynarrow,sothattheyarevulnerabletothetemptationofadvertisingandpromotion.,Conclusion3.Middle-agedpeoplehavemoreimpulsiontobuyluxurygoodsthanyoungonesinChina.,Olderhigh-endconsumersaremorewillingtoshowofftheirwealthtoothersthantheyoung.,31,Conclusionandadvice,GivinggiftsisChinesetraditionalcustom.,Conclusion4.Givinggiftandshowingoffarethemostimportantmotivationforthehigh-endconsumersinchina.,Manyhigh-endconsumersthinkthattheluxuryisthesymbolofthesuccess,wealthandstatus.,Soamonghigh-endconsumers,luxurygoodsisthegiftoftheirfirstchoice.,32,Advice1.,Advice2.,Firstly,managersshouldbebasedonthemotivationofhigh-endconsumerstofindnewbusinessOpportunitiesinChina.,Secondly,Gov.shouldraisetheconsumptiontaxforluxurygoodssothat