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美媒:中国年轻人买奢侈品 ,有五个出人意料的事实
2017-09-07 09:06:56 中国青年网
美国《精日传媒》9月6日文章,原题:有关中国千禧一代奢华购物习惯5个出人意料的事实 尽管在互联网陪伴下长大并拥有相同全球属性,各国千禧一代对奢侈品的态度却差异很大。德勤会计师事务所发布的新报告盘点了差异,并展示中国年轻人奢华消费习惯。
一、中国千禧一代从品牌官网而非社交媒体发现流行趋势。令人意外的是,在中国以外的所有国家,如今社交媒体才是千禧一代寻找最新趋势的最常用渠道。但尽管浸淫在社交媒体中,对中国年轻人来说,最重要的渠道仍是时尚杂志和品牌网站。
二、中国千禧一代购物更加谨慎而非冲动。许多人以为,移动购物热潮已导致中国年轻人成为冲动的买家。但报告给出的答案恰恰相反。与西方同龄人不同,中国年轻人对“必备”奢侈品持更谨慎的态度,且2/3的人选择到实体商店购买而非网购。
三、与西方同龄人相比,中国千禧一代不太可能为个性化定制商品和服务多付钱。“体验式奢侈品”和“个性化定制”如今已成全球奢侈品营销的流行语,但此类服务尚未俘获中国年轻人的心。报告将这种差异归因于市场成熟度的不同。
四、质量和独特性是奢侈品牌吸引中国千禧一代的两个重要因素,其中质量最为重要。出乎意料的是,质量是促使中国年轻消费者购买奢侈品而非实用品的一个因素。
五、中国人比西方消费者更具品牌忠诚度。报告显示,(西方)成熟市场千禧一代的品牌忠诚度要低于中国同龄人。1/4至1/3的美欧年轻人表示,会购买几个心仪品牌的商品,而中国年轻人的这个比例超过半数。更引人注目的是,中国年轻人是品牌忠诚度最高的群体,比排名第二的美国人高出17.7%。(作者蕾切尔,丁雨晴译)
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