Luxury Brands in China, Part II奢侈品牌在中国的，第二部分
Profiling the Chinese consumer仿形中国消费者
By Nick Debnam & George Svinos, KPMG由尼克德布南＆乔治svinos ，毕马威会计师事务所
While hard work and plain living have been revered virtues of the Chinese people for generations, there has been a growth in demand for foreign-branded or imported goods.(19) But running counter to the growing habit of consumption in China is the traditional propensity to save. 而辛勤工作和艰苦朴素一直尊崇的美德，是中国人民几代人，一直以来，电力需求增长，对国外品牌或进口货物。 （ 19 ） ，而且也是反日益增长的消费习惯，在中国是传统的倾向节省开支。 Though luxury consumption is growing, for most the dominant social idea is still prudent consumption and undertaking no more than you can perform. 虽然奢侈品消费在不断增长，为最占主导地位的社会理念仍是谨慎消费，并承诺不会超过你才能胜任。 (20) （ 20 ）
Research suggests that while the emerging middle class will continue to save heavily, they will also spend increasing amounts of money.研究表明，尽管新兴的中产阶层将继续以节省大量外，他们还将花费大量的金钱。 (21) This is consistent with trends that suggest that China’s younger generation of teenagers and twenty-somethings show less of the caution of their parents and grandparents, and far more inclination to spend than to save. （ 21 ） ，这是符合趋势表明，中国的年轻一代的青少年和二十多岁的显示较少的谨慎，他们的父母，祖父母及外祖父母，及更倾向消费，而不是储蓄。
The Chinese mainland luxury market is still in its formative stage.中国大陆的奢侈品市场仍处于萌芽阶段。 As Chinese consumers turn toward luxury goods as a means of rewarding themselves for their success or as a token advertising their wealth, analysts believe growth in the world’s most populous country could boost Asia’s share of world luxury sales to 60 percent.2 China may however prove to be quite unlike any other developing market.作为中国消费者转向高档商品作为一种手段，奖励自己，为他们的成功或作为一个象征性广告，他们的财富，分析家们认为，生长在世界上人口最多的国家，都可以让亚洲占世界奢侈品销售至60 percent.2中国有可能，但被证明是完全不同于任何其他的发展中市场。 Rapid change has become the norm, and as such, the past maybe a poor predictor of future trends.快速变化已成为规范的，正因为如此，在过去的，也许一个贫穷的预测未来的趋势。
China’s unique characteristics中国的文化特色
• Brand awareness •品牌意识
The arrival of international retailers over the last decade has signalled a dramatic change in the psyche of the Chinese.到来，国际零售商在过去十年里已经标志着一个戏剧性的变化，在心理的中国人。 China indeed has huge potential as a luxury market, given its massive urban population and the younger generation’s affinity for designer goods.中国确实有巨大的潜力，作为豪华车市场，由于其庞大的城镇人口和年轻一代的亲和力，为设计师的货物。 However, while the Chinese are very fast to take to luxury products, they still have trouble differentiating within the sector and distinguishing between the various strata of the luxury market; the country’s big spenders are often only aware of the most popular luxury labels.然而，虽然中文是非常迅速采取奢侈产品，他们仍然会有麻烦，区分内部部门和区分各阶层的奢侈品市场;该国的个人消费，往往只知道最流行的豪华标签。
• Perception of beauty •感知美容
While beauty in the West is often transformational and edgy with consumers less afraid to stand out from the crowd, studies suggest that Chinese women seek a more accessible, inclusive form of beauty.而美的，在西方往往是转折性和波动之中，与消费者较少不敢站出来，从人群中，研究表明，中国妇女寻求一个更方便，具有包容性的形式美感。 Features that stick out are not generally perceived as attainable or attractive.特点，坚持出不一般的感觉是可以实现的或有吸引力的。 As such, in advertising, Chinese prefer to see Chinese faces, although a truly iconic foreign celebrity will also work because Chinese admire expertise, power and status.因此，在广告，中文宁愿看到中国人的面孔，虽然一个真正的标志性外国名人也将工作，因为中国人佩服的专业知识，权力和地位。 (23) （ 23 ）
• Counterfeit goods •假冒商品
Most newly wealthy Chinese still want authentic products, but as a rule the Chinese are far more price-conscious for example than the Japanese and younger consumers have shown a willingness to mix cheap fakes with genuine products.最富裕的新中国还是要正宗产品，但作为一项规则，中国是迄今为止对价格更自觉的，例如超过了日本和年轻的消费者已经表明愿意配合比廉价假货与正版产品。 (24) Studies suggest that people in Hong Kong are becoming more discerning when it comes to buying genuine clothing brands, accessories and electrical goods, despite the ready availability of fake goods. （ 24 ）的研究表明，人在香港正变得更加雪亮，当谈到购买正版品牌服饰，配件和电器产品，尽管现成的制假售假行为。 (25) Luxury brands will be hoping that a similar change in attitudes occurs, overtime, on the mainland. （ 25 ）奢侈品品牌将希望类似的态度发生了变化发生时，加班，在内地。
• Shopping for pleasure •购物乐趣
“Mall culture” has arrived in China and shopping is increasingly being adopted as a leisure activity. "广场文化"已抵达北京开始对中国和商场越来越多地被采用的一种休闲活动。 Retail Asia magazine predicts that by 2020 China will be home to the seven of the world’s ten largest malls.零售亚洲周刊预测说，到2020年中国将家中的7个世界上十家最大的商场。 (26) This growing popularity of malls should help to increase the market size for luxury products, by strengthening brand awareness and aspiration. （ 26 ）这一日益普及，商场应有助于增加市场规模的豪华产品，通过加强品牌意识和愿望。
• Travel •旅行
Chinese nationals have shown a strong preference for purchasing luxury products overseas for two reasons.中国国民表现出强烈地倾向于购买豪华产品在海外的原因有两个。 First, shopping at the designer boutiques in Europe guarantees that the goods they buy are not counterfeit, something they can not be sure of when shopping in some malls in China.首先，购物中心，在设计师的精品店，在欧洲，保证货物的，他们购买的不是冒牌，他们不能确定的时候，商场在一些商场，在中国。 (27) Second, higher taxes and duties mean that mainland prices can be 30 percent more than elsewhere. （ 27 ）其次，较高的税收和义务，意味着内地价格可以达到30 ％以上的其他地方。 Chinese citizens are travelling more and spending more abroad, as travel restrictions continue to be lifted and Chinese tourists have become some of the main buyers of prestigious brands from Europe.中国公民外出旅游的越来越多花些在国外，由于旅行限制继续被取消，中国游客已成为一些主要的买家有声望的品牌来自欧洲。 The French Tourist Board found that Chinese travellers to France already spend more than people arriving from the US or other European countries.法国旅游局发现，中国内地游客到法国已经花更多的人比来自美国或其他欧洲国家。 (28) The Economist Intelligence Unit predicts that by 2008,the number of Chinese overseas tourists will rise to 49 million. （ 28 ）的Economist Intelligence Unit预计，到2008年，中国海外游客将上升到4900万美元。 The World Trade Organization further forecasts that about 100 million Chinese people will tour abroad in 2020.世界贸易组织还预测，约有100万中国人将游国外在2020年。 (29) （ 29 ）
• Motivations: Aspiration and self-reward •动机：愿望与自我奖励
The reasons why Chinese consumers purchase luxury brands bear similarities to those in other countries.原因，中国消费者购买奢侈品品牌颇有相似之处，那些在其他国家。 But the research of TNS found that status and self-reward are two particularly strong motivations in China.但研究中TNS发现，地位和自我奖励是两个特别强烈的动机，在中国。 Among those surveyed, attitudes towards brands were overwhelmingly positive.其中受访者中，态度品牌分别以压倒多数是正面的。 For example:例如：
- More than70 percent saw luxury brands as a way to demonstrate their status and success -更多t han70％看到豪华车品牌，以此来显示他们的地位，并取得成功
- Less than 30 percent objected to paying a premium for a luxury brand -不到百分之三十反对缴纳保费为一个奢侈品牌
- Just over 60 percent of respondents bought luxury goods as a way to reward themselves for their hard work and success. -刚刚超过6 0％的受访者买高档商品，以此来奖励自己的辛勤工作，并取得圆满成功。
Therefore, in China the consumption of luxury goods is very much item-driven, meaning consumers search for the latest collection or products.因此，在中国消费的奢侈商品，是非常项目带动的，这意味着消费者寻找最新收集或产品。 At present in China consumption tends to concentrate on personal accessories such as cosmetics, perfume and watches –smaller items that can be justified as rewards.目前在中国的消费趋向集中于个人配件，如化妆品，香水和手表-规模较小的项目，可以提出理由作为酬劳。 This is different to more developed markets where consumers tend to seek experiences or products more catered to their personal tastes.这是不同的，以比较发达的市场，消费者倾向于寻求经验或产品，更迎合了他们的个人品味。
The luxury consumer: Key segments奢侈品消费：关键环节
Urban migration, paired with a wealthier overall population, has led to the emergence of new luxury customers in China.向城市迁移，配对与富裕的总人口，已导致出现新的奢侈品在中国的客户。 These comprise a diverse group from youth to the middle-aged, from business executives and white-collar employees to the lowly educated, and from actors and actresses to the nouveau riche.这些构成了一个多元化的群体，从青年到中年，从企业经理人员和白领雇员向知识水平较低，从演员到大款riche 。
• The traditional business elite •传统商界精英
The traditional luxury shopper is typically male and over 35.传统的奢侈品购物者，是典型的男性和35岁以上。 They most likely hold a senior position with a domestic company or a government agency and are typically well-connected.他们最有可能担任高级职位与国内公司或政府机构和一般以及相关连的。 These luxury shoppers can be more advanced then other luxury shoppers in China.这些奢侈品购物者，可更先进的，然后其他的奢侈品购物者在中国。 Because they have been consuming luxury products for a longer period then other segments of the market their tastes are, in some respects, more sophisticated than those of other luxury shoppers.因为他们已经消费奢侈产品，为一段较长的时间内，然后其他的细分市场，他们的口味是，在某些方面，更精密高于其他奢侈品购买者。 (30) （ 30 ）
While other buyers are only beginning to buy luxury products, the traditional shopper has moved on to luxury experiences and more niche luxurious products which are not necessarily so conspicuous.而其他买主正开始购买豪华产品，在传统的购物者已转移到奢侈的经验和更豪华的利基产品，其中并不一定是那么突出。 They are demanding more value for money and are choosing to not only indulge themselves but also their family.他们要求更物有所值，并选择不仅沉溺于自身，而且他们的家人。 (31) （ 31 ）
• The new luxury shopper •新奢侈购物
Modern luxury shoppers represent a range of different customers including entrepreneurs, business people and celebrities.现代豪华购物代表了各种不同的客户，包括企业家，商界人士和各界名流。 What sets them apart is the fact that they are newly rich–very often the first generation in their family who can afford luxury products –and tend to be younger than the traditional luxury shoppers.是什么使它们除了是一个事实，即他们是新富往往是第一代，在他们的家庭能够负担得起的奢侈产品，并往往能更年轻，比传统的奢侈品购买者。 Surveys have shown that the majority of Chinese consumers of luxury products are now aged between 20 and 40.调查结果显示，大多数中国消费者对奢侈品产品，现在他们年龄介乎二十至四十岁。 They are considerably younger than those in the US and Europe, aged between their 40s and 70s.他们都相当年轻，比在美国和欧洲，他们年龄介乎40岁左右和70 。 Although younger does not mean richer, this segment is, unlike other Chinese consumer segments, willing to spend a greater proportion of their income on luxury goods than those in the US and Europe.虽然年轻，不等于富裕，这部分是，不像其他中国消费市场，愿意付出较大的比例，他们的收入就奢侈消费品，比在美国和欧洲市场。 With an optimistic view of the future, these relatively younger Chinese consumers seem to be less concerned about saving for their old age.一个乐观的看法将来，这些比较年轻的中国消费者似乎是较少关注，为拯救自己的晚年。 This has a major effect on their spending habits– they prefer buying the most expensive items they can afford to suit their lifestyle.这是一个重大的影响他们的消费习惯，他们喜欢购买最昂贵的项目，他们可以负担的费用，以适应他们的生活方式。 (32) （ 32 ）
The modern luxury shopper has a mindset that is quite different from their parents’ in their willingness to spend and in their awareness of what is available in other consumer markets.现代豪华购物有一种心态，这是很不同的，从他们的父母在他们的消费意愿，并在其认识什么是可用在其他消费市场。 These educated consumers can tell the difference between fakes and real design, even if the garment is manufactured in China.这些受过教育的消费者可以告诉区别假货和实际设计，即使服装是中国制造。 (33) （ 33 ）
• Empowered women •赋予妇女
Until recently 90 percent of al luxury spending in China was dictated by men.直到最近，百分之九十以上的基地奢侈品消费在中国是出于男性。 Today, women in China are starting to gain economic independence and are reaching a point where they have money of their own to spend on luxury products.今天，中国妇女已开始获得经济独立，并达成一个点，他们在金钱，他们自己花钱奢侈产品。 Young Chinese women are now supplanting businessmen over 35 as the main Chinese buyers of luxury goods as they grow in social and economic independence.中国的年轻妇女现在supplanting商人35岁以上作为主要买家中国的高档商品，因为他们成长在社会和经济上的独立。 (34) The modern female luxury shopper includes the business woman, the celebrity and the newly independent rich wife. （ 34 ）现代女性的奢侈品购物者包括商界女性，名人和新近独立富裕的妻子。 (35) （ 35 ）
The move to more women purchasing luxury goods is consistent with global trends identified by the Luxury Institute.此举更多的妇女购买奢侈品，货物，是符合全球趋势：由奢侈品研究所。 (37) The Institute reported that the rise in the buying power of wealthy women is being driven by baby boomer women who have achieved independence and economic power, and are out living their partners. （ 37 ）研究所报告说，增加的购买力有钱的妇女是受经济利益驱动婴儿潮，妇女已取得独立和经济大国，是居住区，他们的合作伙伴。 They further predict that their buying power will continue to rise as women outperform men in academic achievement, career progression, and business start-ups infields that have previously been the exclusive province of men.他们还预言，他们的购买力将继续上升，因为女性比男性在学术方面的成就，职业进展，并创业infields得到以前已专属男性。
• Little emperors •小皇帝
The most brand conscious of al China’s consumers are the “little emperors,” only-children now entering their teen years and early adulthood.最品牌意识到铝中国的消费者是"小皇帝" ，仅儿童正在进入少年年和成年早期。 This generation (the result of the one-child policy) is particularly evident in the larger urban centres where the policy was most strictly enforced.这一代人（因一胎化政策） ，是特别明显，在较大的城市中心，让这项政策是最严格执行。 What is particularly different with these children compared to only children in the West is that they typically have six sources of disposable income with parents and grandparents al contributing to meet this one child’s every need.什么是特别不同，与这些孩子相比，独生子女在西方的是，他们通常也有六个来源，可支配收入与父母，祖父母及外祖父母基地贡献，以应付这一个孩子的每一个需求。 Studies estimate that half a typical urban Chinese family’s disposable income is spent on, or by, its youngest member.据研究估计，半数一个典型的中国城市家庭的可支配收入是花在，或由，它最年轻的会员。 (36) （ 36 ）
Combined with an increased opening up of media, the advent of the Internet and the increasing availability of Western brands, the result is a new breed of brand-savvy, luxury-conscious, and in some cases rather spoiled children, who know what they want, expect the best and are not shy about demanding it.结合日益开放的媒体，因特网的问世和日益普及的西方品牌，其结果是一种新的品牌-精明，奢侈意识，并在某些情况下，而不是宠坏了孩子，谁知道他们究竟想做什么，期望最好，而且不会羞于这种要求。
Nick Debnam & George Svinos, KPMG尼克德布南＆乔治svinos ，毕马威会计师事务所
This is part II of a KPMG Retail Report.这是第二部分的一个毕马威零售报告。 Next week we will publish part III下周，我们将公布第三部分
Read Part I阅读部分
