2017千禧一代奢侈品用户购买行为报告（英文）

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1、BlingitonWhatmakesamillennialspendmore?ContentsReachingtomorrow’spremiumconsumers01Findingsataglance02Lessonsandstrategies04Themillennialcore06Themillennialmindset10Influenceandthepurchasedecision12Thebuyingmoment14Howandwheremillennialsbuy16Personalisationandexperience20Puttingapriceon

2、sustainability22Howstrongispremiumbrandloyalty?25Thesurveyscope30Blingiton

3、Whatmakesamillennialspendmore?NewresearchshowsthecomplexityofthemillennialconsumermindsetwhenitcomestobuyingluxuryandpremiumproductsReachingtomorrow’spremiumconsumersWhoarethepremiumcustomersoftomorrow?Howdocompa

4、niesreachthem,influencethem,retainthem?TodaythetopsegmentsoftheluxuryandpremiumconsumermarketsarestilldominatedbyBaby-BoomerandGenerationXbuyers–individualswhowerebornbetweentheendoftheSecondWorldWarthroughto1980.Thispost-wargenerationmayhaveadoptedsomeoftheonlinespendingpatternsofthege

5、nerationthatfollowed,buttheyalsoretainconsumptionhabitsthatwereformedinanearlierage:theyarebrand-loyal,theyvaluetraditionalstorebuyingandpersonalcontact,andtheyrespondtotraditionalbrandmessaging.Theyaremodernbutrooted.Howevertheyarebecomingsupplantedbyanewgeneration,themuch-talkedabout“

6、millennials”.AccordingtotheUSCensusBureau,thenumberofmillennialsintheUSnowexceedsthenumberofBaby-Boomers1.Millennialsmostlygrewupintheinternetera:theirassumptions,theirsocialpatternsand(someof)theirvaluesaredifferent.Theyarealreadyaninfluentialandgrowingsegmentofthepremiumconsumermarket

7、.Buttheywillsoonbecomethedominantsegmentofthatmarket.Companiesthatseektosucceedinpremiummarketsneedtounderstandthismillennialsegmentofconsumers.Toreachthemandconvertthemintopremiumcustomerstheyneedtoknowwhatmotivatesthem,whatinfluencesthem,andhowtheyinfluenceothers.Inearly2017,wecommiss

8、ionedaresearchstudyofmillennialconsumersinfourkeymarkets–theUS,UK,ItalyandChina(representingabalanceoftheworld’slargestmarketsforpremiumandluxurygoodsintheUSandChina,andtwooftheworld’slargestproducersofthesegoods,intheUKandItaly).Thereisnoaccepteddefinitionofthemillennialagegro