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1、McKinseyConsumer&ShopperInsightsUnderstandingChina’sGrowingLoveforLuxuryMcKinseyInsightsChinaMcKinseyConsumer&ShopperInsightsUnderstandingChina’sGrowingLoveforLuxuryYuvalAtsmonVinayDixitGlennLeibowitzCathyWuTheauthorswouldliketoacknowledgethecontributionsofBrianSalsberg,MaxMagni,RachelZheng,J
2、iaLiu,LilianLi,McKinseyandCaitMurphy.InsightsChina4ContentsMcKinseyInsightsChinaUnderstandingChina’sGrowingLoveforLuxury5Executivesummary6Luxuryunleashed10Thenewsophisticates14Thenextwaveofgrowth20ThewayforwardforluxuryplayersinChina24Abouttheresearch32McKinseyInsightsChina336Executivesummary
3、McKinseyInsightsChinaUnderstandingChina’sGrowingLoveforLuxury7StridethroughChina’sgleamingnewhigh-endshoppingmallsandglitzyboutiques,andexpecttoseeshoppersonamission.China’sswellingclassofwealthyconsumershavethecash,andarewillingandabletospenditonwhat,justuntilafewyearsago,waswellbeyondtheirr
4、each.Today,luxurygoodsarethederigueursymbolsofwealthandsocialstatusinChina.Theworld’spriciestandmostprestigiousluxurybrandsarescramblingtoerectmassiveretailshrinesinurbanChina’stoniestshoppingdistricts.LouisVuittonnowhas36storesin29citiesacrossmainlandChina,comparedtostoresinjust10citiesin200
5、5.Guccihasexpandedevenfaster,startingwithjustsixstoresinthebeginningof2006,rampingupto39storestoday.Hermesquadrupleditsstoresfromfivein2005to20today.There’sareasonfortherush:whilemanyothermarketsareflatorshrinking,luxurygoodsareboominginChina.Evenintheteethoftheglobalrecessionin2009,luxurygoo
6、dssaw16%salesgrowth,amoderateslidefromthe20%levelofthepreviousfewyears,butstillfarbetterthanmanymajorluxurymarkets.SalesinthatyearhitRMB64billion(aboutUS$10billion).Robusteconomicgrowthrekindledthemarketin2010,and,accordingtoourresearch,themarketisontracktoreach180billionin2015(US$27billionat
7、fixedexchangerate).Bythen,Chinawillaccountforover20%ofthegloballuxurymarket,overtakingJapanastheworld’slargestluxurymarket(Exhibit1).Exhibit1Chineseluxuryconsumptionisprojectedtogrow18%annuallyfrom2010to2015,accountingforover20%ofthegloballux
