英文演讲PPT(消费).ppt 36页

'Teammembers: AstheeconomyofChinadevelopsrapidly,theChineseresidents’incomehasexpandedsubstantially.High-endconsumersemergedrapidlyandChinaisbecomingamajorplayerintheluxurygoodsconsumptionmarket.TheWorldLuxuryAssociationpredictedthat,fiveyearslater,theamountofconsumptioninChina’sluxurygoodsmarketmaytoptheluxurygoodsmarketsaroundtheworld.Inthispresentation,wewanttofindouttheconsumptionpatternsofChina’shigh-endconsumersandtheconsumerbehavior.Preface ContentsHigh-endconsumers1Consumptioncharacteristics2High-endconsumptioninautoindustry3Patternsofhigh-endconsumers4Conclusionandadvice5 High-endconsumersWhoarethehigh-endconsumers??Therealwayswillbeasegmentthatcanaffordtheproductorservicenomatterwhatthepriceis.Thesegmentwithhighincome,stablecareerlife,canandwantstobuyluxuriousandhealthyproduct. High-endconsumersAbout13%ofthetotalpopulationinChinahasabilitytobuyinternationalbrand-nameproductsin2010.Anditwillreach250millionpeoplein2015.researchreportofChinaBrandStrategyAssociation 2008201517%29%High-endconsumersChina’sproportioninthetotalgloballuxuryconsumptionAGoldmanSachsreportsaidthatin2008,theannualluxurygoodsconsumptioninChinaisabout17%ofthetotalglobalconsumption,andpredictedin2015,itsannualgrowthratewillbeapproximately10%,whenthetotalamountofluxurygoodsinChinaexpectstoexceed11.5billion,rankfirstinworld"sluxuryconsumptionfield,accountingforabout29%ofthetotalglobalconsumption. ConsumptioncharacteristicsQualityandconfidence,thenshowingofftheirwealthandgifts.Thedomesticluxurymarketdevelopswithinternationalmarketsynchronously.Theeffectofpublicpraiseismoreusefulthanthemassmedia.Chineseconsumersdonotfocusonluxurygood’ssoftpower.Youngpeopleinthehigh-endconsumersspendmorerational,whiletheolderaremoreimpulsive. ConsumptioncharacteristicsShowingofftheirwealthandluxurygiftsisamajorfeaturetotheChinesepeople,alotofthemediahaveguidedthepublictosuchdirection.Butthesurveyshowsthatthepursuitofhighqualityoflifeandself-confidenceisthemainmotivationtobuyluxurygoodsforthehigh-endconsumers.Onlyafewpeoplewillbuytheluxurygoodstoshowofftheirwealthandgifts.ShowingoffTrendsWhileluxurygoodsispopularinChinaforashorttimebutwithinthewaveofinformationtechnologyandanincreasinglyflatworld,Chineseconsumerscantouchtheluxurytrendstimely. ConsumptioncharacteristicsChinaThesurveyfoundthatbrandrecognition,price,style,materialarethemainfactorstodecidewhethertheywillbuy.EuropeIncontrast,consumersinEuropepaymoreattentiontobrandpersonality,serviceandshoppingenvironmentwhichreflectthebrandstrength.Purchasingofluxurygoodsistopurchaseapleasure. ConsumptioncharacteristicsStudyfoundthatthehigh-endconsumersaretotallydifferentfromordinaryconsumersatoneside.Itisthattheyoungconsumeextremelyreasonable,andtheelderarevulnerabletobeluredbyadvertisingandpromotion.Mostwealthoftheyoungpeopleinthehigh-endconsumersistheresultoftheirstruggle.Theyaremorerationalfortheexpenditureofwealth.TheoldHigh-endconsumerspaylessthanyoungpeoplefortheirfamilies.Theyaremorewillingtospendmoreandshowtheirwealthtoothers. ConsumptioncharacteristicsInadditiontootherfashionmagazinesandstores,afriend’srecommendationisthemainchanneltogetinformationforhigh-endconsumer.Fromasurvey,nearlyhalfoftherespondentssaidthattheygottherelevantinformationfromthemouth.Thisratioexceededtelevision,radioandothermassmedia. Asatypeofimportantluxuryproducts,automobileisindispensableforthehigh-endconsumersanditisalsoakeyareaofintensivecompetitionfortheauto-makers.So,today,wetaketheautomobilesconsumptionforexample,firstwewillcomparethefiguresbetweentheown-brandandtheimportedautomobiles.ThenwewillfocusonBMW,AudiandMercedes-Benzthesethreename-brand,forthepurposeofillustratingthehigh-endconsumerspreferences,detailingtheirconsumingpatternsatlast.High-endConsumptioninAutoIndustry High-endConsumptioninAutoIndustryOwn-brandVehiclesFromJanuarytoSeptemberin2010,own-brandvehiclesweresold3.0736million,accountingfor31.47%oftotalcarsales,whereas,itfell0.73%whencomparedwiththesameperiodoftimelastyear. High-endConsumptioninAutoIndustryMarketSharesWhile,itisalsoworthnotingthatJapan、German、America、KoreaandFrenchalsohavesplendidperformance.Accountingfor21.26%、19.92%、15.05%、8.41%and3.90%ofthetotalmarketsharerespectivelyinthefirstthreequartersin2010,which,ofcourse,belovedbythehigh-endgroups. High-endConsumptioninAutoIndustrySalesofdomesticautomobilesinthefirstthreequartersin2010MarketshareSales(million)Own-brand45.39%503.81Japanese19.62%217.86German14.50%160.96America10.31%114.42Korea7.54%83.68France2.64%29.33 High-endConsumptioninAutoIndustryMeanwhile,theconsumers’familiaritywiththesethreebrandsarealsorankedatthetop,butthedifferenceofreferralratebetweenthemisrelativelysmall.Whenweaskedabouttheautobrandthatthehigh-endconsumerswouldfirstthinkof,BMWtoppedthelistwith31.1%ofanswers,followedbyBenzandthenAudi. High-endConsumptioninAutoIndustrySo,now,letusfocusonthetopthreeSalesChampion:AudiandMercedes-BenzHigh-endConsumptioninAutoIndustry High-endConsumptioninAutoIndustryBoomingsalesofBenzApartfromtheinformationconveyedintheleftpicture,itisstillprovedthatthedrasticsalesgrowthinthepasttwoyearsmadechinathelargestmarketintheworld. High-endConsumptioninAutoIndustryProsperityofAudisalesUntilnow,Audihaveestablished139outletsinChina,Itisplannedbyitsheadquartersthatbytheyear2015,therewouldbefarmorethan200. High-endConsumptioninAutoIndustryGrowthoftheBMWsalesChina,hasbecometheworld"sfourthlargestmarketofBenz,itisnowenjoyingitsboomingtime.wedobelievethatthistrendwillbecertaintobecontinuedwiththe“support”ofthehigh-end. Salescomparisonfrom2000-2010Needlesstosay,ourChinesetop-endgrouparethemainforceofthisgrowth,undoubtedly,95%ofthepurchasearemadebythem.Havingscrutinizedthepictureinthelefthand,itistruethattheyallsharedthesameupwardtrendduringthisperiod,thoughallsufferedfluctuations.High-endConsumptioninAutoIndustry PatternsofHigh-endconsumers2.RationalconsumptionAggressiveconsumptionShowoffwealthConsumeasgifts1.3.4.Patternsamonghigh-endconsume PatternsofHigh-endconsumersRationalconsumptionMainlyposedbygold-collarworkers,businessownersandothergroups.Theyareallfeaturedwithhighlyeducated,highincome.Purse:enjoyment,appreciation,collectionPreferences:cars;watches;estate;travelingabroad;golf;horseriding PatternsofHigh-endconsumersAggressiveconsumptionDominatedbywhite-collarworkersagedin30,withnotsomuchmoneyLivingfrugally,butaluxuryisindispensableTheyarethemainconsumersofmassluxuryandalsothemainreadersoffashionpublications. PatternsofHigh-endconsumersShowoffwealthMainlyposedbyrichwivesandrichsecondgeneration,theyarenotcreatorsofthewealth,buttheyhavetherighttocommandthewealthFrequentvisitorsofluxurystoresTheyoftenshoppingabroad,andverygenerous PatternsofHigh-endconsumersConsumeasgiftsThebuyersaremainlybusinesspeople,andmostiscompany.Separationoftheconsumerandthebuyersisthebiggestcharacterofthistypeofconsumer.Accordingtothedifferentobjectspresented,buyerswouldchoosedifferentluxury.Placeshighvalueonthequalityofluxury,andcareslittleabouttheprice. ConclusionandadviceConclusion1.Conclusion2.Conclusion3.Conclusion4.Autoproducts,fashionablegoodsandalcoholarethemostfavoritefieldsofhigh-endconsumersinChina.Middle-agedpeoplehavemoreimpulsiontobuyluxurygoodsthanyoungonesinChina.Givinggiftandshowingoffarethemostimportantmotivationforhigh-endconsumersinChina.High-endconsumerspaymoreattentiontothebrandsoftheluxurygoodsinChina. ConclusionandadviceHigh-endconsumersemergedrapidlyandChinawillbeverylikelytobethetopluxurygoodsconsumptionnation.Conclusion1.Autoproducts,fashionablegoodsandalcoholarethemostfavoritefieldsofhigh-endconsumersinChina.Fashionconsumergoodshasbeenthefavoriteofhigh-endconsumers,suchaswatches,leathergoods,jewelryandsoon.Theproportionoftheconsumptionofautoproductsisthelargestamonghigh-endconsumers. ConclusionandadviceMostpeoplethinkthatbrandisasymbolofstatusandpersonaltaste.Conclusion2.High-endconsumerspaymoreattentiontothebrandsoftheluxurygoodsinChina.Basedonthecaseofautoproducts,theautobrandawarenessisthemostimportantfactor.Brandawarenessisthemostimportantfactornomatterwhatthehigh-endgroupsbuy. ConclusionandadviceFormiddle-agedpeople,thechannelwhichtheygetinformationisrelativelynarrow,sothattheyarevulnerabletothetemptationofadvertisingandpromotion.Conclusion3.Middle-agedpeoplehavemoreimpulsiontobuyluxurygoodsthanyoungonesinChina.Olderhigh-endconsumersaremorewillingtoshowofftheirwealthtoothersthantheyoung. ConclusionandadviceGivinggiftsisChinesetraditionalcustom.Conclusion4.Givinggiftandshowingoffarethemostimportantmotivationforthehigh-endconsumersinchina.Manyhigh-endconsumersthinkthattheluxuryisthesymbolofthesuccess,wealthandstatus.Soamonghigh-endconsumers,luxurygoodsisthegiftoftheirfirstchoice. Advice1.Advice2.Firstly,managersshouldbebasedonthemotivationofhigh-endconsumerstofindnewbusinessOpportunitiesinChina.Secondly,Gov.shouldraisetheconsumptiontaxforluxurygoodssothatinhibittheoverheatingofluxuryconsumptionofhigh-endconsumers.Conclusionandadvice Introduction何妮High-endconsumers龚礼红High-endconsumptioninautoindustry杨晶Patternsofhigh-endconsumers吴莲莲Conclusionandadvice周蕊ThankYou! performanceTherateofcarsinthehigh-endconsumersis78.9%.Averagenumberforeveryoneis1.1.Whenthehigh-endconsumersareaskedwhethertheyhaveaplantobuycarsinthenext1year,thereare35.8%ofconsumerssaytheywouldconsiderbuying,11.1%fortheinitialpurchase,andtheremaining88.9%ofrepeatpurchasing. performanceInthefashiongoods,theChinesepeople,especiallythepeopleinShanghaishowthetastetowatch.Watchesisaccountedfor87.1%.Theaveragespendingisupto18,700Yuan,whichismuchhigherthanotheraccessories。 performanceThehigh-endconsumershavemorefundscomparedwiththeordinarypeople.Sotheyareusedtoliketourismandinvestment.Thesurveyshowtheaverageannualconsumptionintourismamountedto6million.And72%ofthehigh-endconsumershavepersonalinvestment.'