後疫情時代，中國本土奢侈品市場成為品牌主戰場。深化消費者洞察，細化購物路徑，並制定差異化打法將成為品牌的制勝之道。波士頓諮詢（BCG）聯合騰訊營銷洞察近日發布《2020中國奢侈品消費者數字行為洞察報告》，提出了逆勢增長的中國奢侈品消費三大典型路徑洞察。
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新冠肺炎疫情席捲全球，奢侈品市場受到重創，預計較上年將下挫25%至45%。
When the COVID-19 pandemic broke out worldwide, the luxury market has been hit hard and is expected to decline 25% to 45% compared to the previous year.
在低迷的全球市場環境中，中國市場得益於疫情控制得當，率先回暖，預計2020全年可實現20%至30%的增長。市場表現令人矚目，也讓中國市場成為各大奢侈品牌的主戰場。
The Chinese luxury market, however, which has benefitted from successful domestic control of the pandemic and has taken the lead in recovery against a depressed global market environment, is forecast to grow from 20% to 30% in the whole year of 2020.
在此背景下，波士頓諮詢公司（BCG）與騰訊營銷洞察（TMI）合作發布《2020中國奢侈品消費者數字行為洞察報告》。
In this environment that Boston Consulting Group (BCG) joined hands with Tencent Marketing Insight (TMI) to release the 2020 BCG x Tencent Digital Luxury Report.
BCG董事總經理、全球合伙人郝婧表示：「中國奢侈品市場在後疫情時期率先復甦，本土消費回流和線上渠道消費趨勢愈發凸顯。純線上購買路徑佔比上升到30%，全渠道購物特性開始顯著。」
「The luxury market in China was the first to recover from the impact of COVID-19, and is seeing an increasing rebound in local consumption and online channel adoption. The share of pure online purchases has increased to 30%, indicating a shift towards an omni-channel journey. 」said Crystal Hao, Managing Director & Partner of BCG.
「在疫情過後，奢侈品牌需要重新審視中國消費者特徵，思考如何更好地利用數位化手段理解和貼近消費者，從服務和體驗的角度打造真正全渠道的購物體驗。」
「In the post-COVID era, luxury brands need to re-consider the key characteristics of Chinese consumers, think about how to better leverage digitalization enablers to understand and cater to consumers』 needs, and develop a truly omni-channel shopping experience that takes into account both service and experience.」
後疫情時代，中國奢侈品消費市場呈現七大趨勢
Seven post COVID-19 trends emerging in China’s luxury market
趨勢一：奢侈品消費者年輕化趨勢延續。年輕一代成為奢侈品消費的主力。2020年，30歲以下的消費人群佔比首次過半，支出貢獻從42%上升至47%。其中，二線城市奢侈品消費者年輕化趨勢顯著。
Trend 1: Luxury consumers continue to be young. The young generation has become the main contributor to luxury consumption. In 2020, consumers aged below 30 accounted for over 50% of the total for the first time and contributed 47% of luxury spending, up from 42%. Tier 2 cities have seen a higher share of young consumers.
趨勢二：奢侈品消費向高線城市聚攏。疫情以來，消費人群向高線城市聚攏提高，國內前50大城市消費人數佔比約75%，較上年上漲近10%。低線城市奢侈品購買受疫情跨城購買和收入影響，消費佔比降低。
Trend 2: Luxury consumption is increasingly concentrated in higher tier cities. Since the epidemic began, ~75% of luxury consumers have been concentrated in top 50 cities, ~10% higher than in 2019. The consumption in lower tier cities, constrained by cross-city purchases under COVID-19 and income impact, accounted for a lower share.
趨勢三：奢侈品消費品類滲透率整體提升。疫情緩解以來，中國消費者奢侈品消費回暖，奢侈品整體品類滲透率有所提升。其中手袋、入門級珠寶/腕錶因為具有經典保值、抗周期等屬性，在受疫情影響的經濟環境下，較上年的滲透率增加了6%到7%。
Trend 3: Overall luxury penetration is on the rise. Since the relative easing of COVID-19, luxury consumption in China has rebounded and the penetration of overall luxury categories has increased, among which that of entry-level jewelry/watches is 6%-7% higher than in 2019 due to their classic value preservation and resilience in times of downturn, even in the COVID-19 environment.
趨勢四：奢侈品本土化產品/營銷受到青睞。針對國際奢侈品牌推出的各式各樣的本土化嘗試，超過九成受訪者持接受態度。品牌經典款產品配合本土元素細節最受青睞。
Trend 4: Localization of luxury products/marketing is popular. ~90% of consumers are receptive to the host of localized products launched by international luxury brands. Versions of classic products which incorporate native Chinese features are the best received.
趨勢五：奢侈品線上渠道銷售佔比躍升。疫情期間線下門店關閉長達數月，在此期間消費者購買渠道也發生了結構性改變，線上渠道佔比從上年的12%上升到33%。
Trend 5: Luxury online penetration is on the rise. During the several months when offline outlets closed down, the channel structure of luxury purchases also shifted significantly and the contribution of online channels increased from 12% in 2019 to 33%.
趨勢六：奢侈品消費向本土市場回流。受疫情限制國際旅行影響，本土消費佔比加大。國內線下渠道購買比例從上年的32%上升到59%，境內市場成奢侈品消費的主戰場。
Trend 6: Domestic luxury consumption is rebounding. Given the restrictions on international travel due to COVID-19, local consumption accounted for an increasingly higher share. The share of local offline channel purchases increased from 32% in 2019 to 59% in 2020, and the local market has become the main battleground for the luxury market.
趨勢七：奢侈品消費者購物路徑全渠道特徵初現。去年超過80%的中國消費者採用了ROPO（線上搜索―線下購買）的購買路徑，2020年ROPO仍是主流路徑（佔比 62%），除此之外30%消費路徑為純線上路徑，較上年佔比提升20%。
Trend 7: Luxury purchase journeys are starting to become omni-channel. In 2019, ROPO was adopted by over 80% of Chinese consumers, becoming the mainstream consumer journey in 2020 (accounting for 62%). Other online-only journeys accounted for 30%, up 20%.
中國奢侈品消費者消費鏈路的三大路徑原型
Three major consumer journey archetypes in China’s luxury market
本次調研分析整理了逾萬條消費者購物活動，在聚和相似屬性購物活動後，歸納出奢侈品消費鏈路的「四維空間」，即認知、推崇、購買和生活空間。
By analyzing and categorizing over 10,000 consumer purchase activities, BCG has derived 「four-dimensions」 of the luxury consumer journey: understanding, advocacy, purchase and life.
在四維空間的基礎上，擬合上千條購物路徑，總結出三大典型奢侈品購物路徑原型。
On that basis, we fit thousands of purchase paths into three major consumer journey archetypes.
路徑原型1：認知升級，專屬服務
Archetype 1: elevated understanding, personalized service
消費者認知到購買涉及線上線下觸點，凸顯全渠道特徵。消費者隨時隨地被種草，隨時隨地可購買，隨著品牌全渠道布局，消費者的決策鏈路呈現短鏈趨勢。
The shopping experience spans multiple touchpoints both online and offline, and in an omni-channel shopping journey, consumers are marketed to and can purchase anytime, anywhere. As brands leverage omni-channel marketing, there is a trend towards shorter decision chains by consumers.
1對1導購在提高服務效率和增進客戶粘性方面影響突出。在購買環節中，約50%的該路徑消費者認為1對1導購是購買環節最重要的因素。1對1導購對促進復購同樣重要。
A 1v1 sales service is critical for improving service efficiency and boosting customer stickiness. At the purchase step, approximately 50% consumers considered 1v1 sales service to be the most critical factor in their purchase; furthermore, 1v1 is equally important in repeat purchases.
未來，全渠道消費者數據沉澱和個性化運營是品牌持續運營的關鍵。約45%的消費者表示個性化定製信息是提高消費體驗最關鍵的因素。
Going forward, accumulation of omni-channel consumer data and personalized operation is key for sustainable brand operation. Around 45% consumers expressed that personalized information is the most critical factor in improving the consumer experience.
品牌應加速全渠道消費者數據沉澱布局，積極開發數位化工具賦能一線，實現定製化的購物體驗。
Brands should accelerate accumulation of omni-channel consumer data and proactively develop digital tools to enable frontline sales, so as to deliver a customized shopping experience.
重服務、有個性化訴求的都市精英人群是該路徑的典型目標人群。
The typical target segment for this archetype would be metropolitan elites who have highly individualized needs and who value good service.
路徑原型2：社交驅動，引導轉化
Archetype 2: socially-driven purchase
多觸點聯動是該類路徑的典型特徵。消費者平均通過6個以上的觸點持續關注品牌和產品信息，並通過3個以上的觸點進行分享。
Engagement via multiple touchpoints is the typical feature of Archetype 2. Consumers with this journey followed up with brand and product updates through six or more touchpoints on average and share information through over three touchpoints on average.
路徑2消費者具備顯著的社交屬性。數位化平臺的發展讓消費者可以盡情塑造人設，分享態度。該路徑消費者樂於多平臺分享與交流，同時也易受社交媒體和朋友圈影響。
Consumers can enjoy developing their own style and sharing their reactions on the digital platform. Consumers under this archetype would like to share and exchange via multiple platforms and are highly susceptible to the influence of social media and their circle of friends.
在社交上活躍、愛分享的時尚達人是該路徑的典型目標消費群體。
The typical target segment for this archetype would be fashion-conscious, socially-active people who enjoy sharing their views and learning from others.
路徑原型3：融入生活，佔領心智
Archetype 3: Gain mindshare via life interactions
品牌與消費者生活方式融合是該路徑顯著特徵。50%以上消費者主動了解品牌歷史。
The brand’s interaction with consumers』 lifestyle is the typical feature of this archetype. Over 50% consumers proactively learn about the brand’s history.
消費者尋求個人價值與品牌理念的融合，購物成為消費者表達自我生活理念的方式。
Consumers are looking to see their values reflected in the brand, so a purchase becomes an expression of their personal values.
品牌互動和交集是該路徑消費者購物的重要驅動因素。根據調研，約70%消費者因參與品牌活動而直接或間接引發購買。該路徑消費者普遍與品牌互動意願強。
Brand interaction and online-offline synergy is an important driver for consumer’s shopping under this archetype. According to our survey, appropriately 70% of purchases were influenced by or came directly from brand interaction. Consumers of this type generally have a strong desire for brand interaction.
未來，品牌應積極通過全渠道多平臺打造沉浸式的互動體驗，更好地融入消費者的日常生活，購買由心而生。
Going forward, brands should proactively create an immersive experience through omni-channel platforms, so as to better integrate into consumers』 daily life and inspire spontaneous purchases.
高收入、重品味的高淨值人士，是路徑3的典型人群。
The typical target segment for this archetype would be high-income, discerning, HNWIs.
針對不同路徑特徵和消費者需求，品牌需制定差異化的打法，方能在後疫情時代的市場競爭中佔據優勢。
Given the features of different archetypes and consumer needs, brands need to develop differentiated practices to win out in the post-COVID-19 era.
針對全渠道消費者，品牌應加速全渠道布局，同時以更豐富的內容和多元的體驗形式加深消費者認知。
For omni-channel consumers, brands should accelerate omni-channel distribution and deepen consumer recognition with more varied offerings and a diverse range of experiences.
未來，通過紮實的全渠道數據沉澱實現個性化導購服務是持續運營的制勝關鍵。
Going forward, offering personalized 1v1 sales services through solid accumulation of omni-channel data is critical for sustainable brand operation.
針對具備顯著社交屬性的消費者，品牌應加大公域多觸點聚流，以社交化私域運營手段實現社交裂變，最大化品牌聲量。
For consumers with typical social attributes, brand should engage through multiple touchpoints, reaching a massive user base to accumulate traffic and maximize brand visibility.
而針對尋求個人價值與品牌理念融合的消費者，品牌應持續注重價值傳播，以沉浸式體驗、跨界合作等方式不斷突破圈層，貼近年輕一代心智。
For those consumers who seek integration between the brand philosophy and their own personal values, brands should continuously focus on value communication and break existing circles using immersive experiences and transboundary collaborations, so as to remain relevant in consumers』 daily lives.
來源：經濟日報·外企頭條工作室朱琳（圖片由波士頓諮詢公司提供）
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