The latest insight into the habits and profile of China’s heavyweight luxury market reveal that the overwhelming bulk of China’s luxury shoppers are now those born after 1980, while they are also becoming increasingly discerning in their purchasing decisions.
对中国重量级奢侈品市场的习惯和概况的最新见解表明，绝大多数中国奢侈品购物者现在都是1980年后出生的人，同时他们在购买决策中也变得越来越有鉴别力。
The biennial report, by American worldwide management consulting firm McKinsey, looks at how the Chinese market is interacting with luxury brands. Its new findings show that brands need to now take the initiative and adapt to meet the demands of the ever-changing demographic of Chinese consumers.
美国全球管理咨询公司麦肯锡的两年期报告考察了中国市场如何与奢侈品牌互动。 其新发现表明，品牌现在需要采取主动并适应，以满足不断变化的中国消费者人口的需求。
Shoppers in the Middle Kingdom are well renowned for being the most active in today’s market, but in recent years, luxury consumption in China has been slowing. Brands are therefore having to work harder than ever before to get Chinese people to part with their money.
中王国的购物者以当今市场中最活跃而闻名，但近年来，中国的奢侈品消费一直在放缓。 因此，品牌必须比以往任何时候都更努力地工作，才能让中国人与他们的钱分开。
In 2018, Chinese consumption of luxury goods at home and abroad reached ¥770 billion, accounting for one third of the total global consumption of luxury goods. The average Chinese household expenditure on luxury goods was nearly ¥80,000 and by 2025, the total consumption of luxury goods in China is expected to increase to ¥120 billion. Between 2012 and 2018, more than half of the growth in the global luxury market came from China, with this proportion expected to reach 65 percent by 2025.
2018年，中国国内外奢侈品消费达到7700亿日元，占全球奢侈品消费总额的三分之一。 中国家庭在奢侈品上的平均支出接近80,000元，到2025年，中国奢侈品的總消費預計將增加到1200亿元。 2012年至2018年期间，全球奢侈品市场一半以上的增长来自中国，预计到2025年这一比例将达到65%。
In China, luxury goods are solid social capital; much like the West, Chinese consumers also judge people by what they buy and what they wear; as fueled by the prevalence of social media, this perpetuates a phenomenon known as “trade-up”; whereby consumers’ thirst to improve themselves fuels new purchases. This is very influential on those born in the 80s and 90s, also known as the Millennials and Generation Z, who account for 43 percent and 28 percent of total luxury buyers, contributing 56 percent and 23 percent, respectively, of total luxury consumption in China.
在中国，奢侈品是坚实的社会资本；与西方一样，中国消费者也通过购买什么和穿什么来评判人们；在社交媒体的盛行推动下，这延续了一种被称为“贸易”的现象；消费者对改善自己的渴望助长了新的购买。 這對80年代和90年代出生的人有很大影響，也被稱為千禧一代和Z世代，他們占奢侈品買家總數的43%和28%，分別佔中国奢侈品消費總額的56%和23%。
However, attitudes towards buying are changing; with the decrease of indiscriminate spending, so purchases are becoming more calculated and thought out. Despite the revolution in delivery, 90 percent of luxury purchases are made in store, showing that in China, the buying of luxury goods is not alone about purchasing the product, but also about the experience itself. This is, in part, mainly due to the emergence of the middle class, which by 2020, will account for around 50 percent of the urban population, with an annual disposable income of between ¥110,000 and ¥240,000. China also has an emerging senior market, where brand value and quality play the largest roles in influencing purchases.
然而，对购买的态度正在发生变化；随着不分青红皂白的支出的减少，购买变得更加有计划和深思熟虑。 尽管送货革命，但90%的奢侈品购买是在商店里进行的，这表明在中国，奢侈品的购买不仅与购买产品有关，还与体验本身有关。 这部分是由于中产阶级的出现，到2020年，中产阶级将占城市人口的50%左右，年可支配收入在110,000日元到240,000日元之间。 中国还有一个新兴的老年市场，品牌价值和质量在影响购买方面起着最大的作用。
In light of this, the Chinese consumer market continues to be one of the most powerful in the world, being the place where mass consumers and the Internet meet. We have seen this power first hand in the form of the Zara and Dolce&Gabanna fallouts as a result of culturally insensitive advertisements. 5 months on, the effects are still seen, as Chinese media outlets boycott their fashions shows and with the co founders of Dolce&Gabanna still pleading for forgiveness.
有鉴于此，中国消费市场仍然是世界上最强大的市场之一，是大众消费者和互联网交集的地方。 由于文化不敏感的广告，我们亲眼目睹了这种力量，即Zara和Dolce&Gabanna的后果。5个月后，随着中国媒体抵制他们的时装秀，Dolce&Gabanna的联合创始人仍在请求宽恕，影响仍然可见。
Nevertheless, for the brands that take note of the dynamics in the Chinese luxury market and change to suit the new needs of Chinese consumers, the spoils in the high-end shopping wars are still there to be had.
尽管如此，对于注意到中国奢侈品市场动态并改变以适应中国消费者新需求的品牌来说，高端购物战争中的战利品仍然存在。