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2019中国奢侈品消费者数字行为报告
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去年BCG与腾讯广告观察到年轻一代消费者将彻底改变中国奢侈品市场的生态。今年再度联手，继续深挖中国市场奢侈品数字消费趋势。
详情描述
2019中国奢侈品消费者数字行为报告 Summary of insights （1）Luxury consumers continue to be young, 48% of them are aged below 30 and contribute 42% of luxury sales； （2）Geographically, majority of true- luxury consumers are from Top 50 cities (tier 2 or above) who contribute 73% of sales; the rest 27% are widely dispersed in over 2 ,000 lower tier cities； （3）Chinese true- luxury consumers can be classified into 9 segments. Absolute luxurer, Megacitier and Rich Upstarter represent the 3 largest segments; collectively they contribute 46% of sales； （4) The path to purchase happens digitally. On average, 60% of the 4-5 touchpoints before final purchase are online; for handbags, the number of digital touch points for handbags is as high as 6-7； （5)Social media influence remains strong: 50% of consumers are influenced via the WeChat ecosystem; Chinese consumers prefer a highly curated, personalized social experience (6) KOL is a key influence on consumers aged below 30; KOLs are becoming more diverse in their online personalities and their contents & themes increasingly fragmented； （7）Chinese consumers prefer more innovative media such as idols created by ecosystem and immersive virtual characters (e.g. from mobile gaming). 【更多详情，请下载：2019中国奢侈品消费者数字行为报告】
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