全球奢侈品展望報告

1、20XX年全球奢侈品展望報告TABLEOF*SExecutiveSummary1Introduction2Interwoven:WealthandLuxuryMarketGrowth3TheGlobalLuxuryCityIndex7AffinityforLuxury-CityRanking10Affinityforluxury-UHNWProfiles13ArchetypesbyLuxuryGoodOwnership16ChangingLuxuryPreferences19Methodology21AboutWealth-X22WEALTH-XGLOBALLUXURY*20XX年:AWORL

2、DOF*NCES*VE*1THEGROWTHOFWEALTHANDTHEGLOBALLUXURYMARKETAREINTER1Inthe15yearsrunningupto20XX年,theworldswealthypopulationgrewinsizealmostcontinuously.Aswealthgrew,sotoodidtheworldofluxury.Thecoronaviruspandemic,however,hasbroughtyearsofindustrygrowthtoahalt.Still,manyamongthewealthyparticularlytheultra

3、wealthyhavecontinuedtospendonluxuryduring20XX年,albeitinadifferentway.?NEWYORKLEADSOURGLOBALLUXURYCITYINDEX,*DBYTOKYOANDHONGKONG.2Ourindexdrawsoutthetop15citieswherewealthandluxurymeet.Boastingmorewealthyindividualsthananyotherlocationintheworld,theBigAppleistrulythecityof2rich-italsoperformsstrongly

4、intheindexforitsluxuryretailfootprintandluxurylifestyleopportunities.34ASIA*ESTHETOP15*WITH34Attheregionallevel,Asiaaccountsforeightcities,followedbyNorthAmerica(withfivecities,allofthemintheUS).TheluxurysectorhasgrownenormouslyoverthepasttwodecadesacrossAsia,withcitiesinChina,Japan,Korea,Singaporea

5、ndTaiwanamongthetop15.TheUSremainsthecountrywiththehighestnumberofcities2/24attractiveforluxury.56UHNWOWNERSOF*JETS,YACHTSORART*IONSARE*NTFROMONE56Privatejetownerstendtobemale,lesswealthyandcomparativelyyoungerthantheothertwocohortsonaccountofmanybeinginthebusiness-buildingstageoftheirlives.Privatey

6、achtownersshowthehighestaveragenetworth,whilemostartcollectorsareover70andshowamuchhigherrepresentationofwomen,at22%.?AGE,GENDERANDWEALTHSOURCEMATTERWHENITCOMESTO*UALS*YFORLUXURY.Thelevelofpropensitytoownluxuryassetschangesaccordingtodifferentcharacteristicsoftheultrahighnetworth(UHNW)population.Ata

7、highlevelofaffinity,UHNWwomenshowaslightlygreaterpropensitythanmen,asdothosewhohaveinheritedtheirwealthcomparedwiththeself-made.Thedifferenceisparticularlymarkedforpeopleaged50to70.THE*CIS*GTHELUXURYHABITSOFTHE*.3/24Thegrowthofonlineshoppinganddelivery,enablingluxurys homes, willservicestobeprovided

8、intheprivacyofthewealthycontinue,whileintangibleassets-namelyadditionalpassportsandon-demandhealthcare-willremainapriority.Toprosperinsuchtimes,luxurybrandsmustbeflexible,quickmovingandasattentiveasevertothechangingdemandsoftheirclientele.*CTIONOverthepastdecade,Wealth-Xhaspublishedreportsonavariety

9、ofluxuryassets,rangingfromyachtsandprivatejetstohigh-endrealestate.InWealth-XsnewGlobalLuxuryOutlook20XX年:AWorldofChangingPreferences,wetakeaholisticviewoftheworldofluxury,seeingitasitsowncategorythatincludesluxurygoodsandlifestyleservices,fineart,privatejets,yachts,cars,travel,realestateandotherass

10、ets.Thisreportshedslightonhowwealthyindividualsapproachluxuryintheirlivesandhowthisischangingandweexaminethemanydifferencesamongthewealthythatexistunderthesetwothemes.Whilewedefineaweailnthdyividualassomeonewhohasatleast$1minnetworth,ouranalysisismostlyshownacrossthetwotiersofwealthwithinourprimaryf

11、ocus:VHNW4/24($5mto$30m)andUHNW($30mandabove).ThisreportalsooccasionallydelineatesamongtheUHNWtier,whichissignificantwhenconsideringtheownershipoflarge-ticketitemssuchasprivatejetsandyachts.Wefirstexploretheinterlockedrelationshipbetweenwealthgrowthandthedevelopmentoftheluxurygoodsandservicesindustr

12、y.Nodiscussioncanbecomplete,however,withouttouchingonhowtheCovid-19pandemichasbroughtmuchoftheluxuryindustrytoastandstillandhowitwillcontinuetohaveaprofoundeffect.Fromcustomerrelationshipmanagementtomarketingstrategiesandpersonalizedsolutions,dataisbecomingincreasinglyimportanttoluxurybrandsaroundth

13、eworld.Weprovideinsightonthewealthy,notonlyatacountryandcitylevelbutalsoatthecohortandproductlevel,whichdemonstratesthevalueofunderstandingtheintricaciesofyourspecificmarketmetrics.OurGlobalLuxuryCityIndexbenchmarkscitiesonspecificcriteriatofindtheworldstop15citieswherewealth,luxuryretailandaluxuryl

14、ifestylearemostdeeplyentwined.Wethendigalittledeeper,analyzingthewealthypopulationsaffinityforluxury,5/24gaininganinsightintohowthelevelofpropensitytoownluxuryassetsvariesamongcitiesandaccordingtocertainkeycharacteristicssuchaswealthsource,genderandage.s luxViaastudyofarchetypes,wealsofindthattherea

15、recharacteristicdifferencesbetweentheultrawealthyindividualswhopurchaseprivatejets,thosewhobuyyachtsandthosewhocollectfineart.Finally,wetakealookathowthewealthypreferencesarechangingintheseextraordinarytimes.Wealth-XsGlobalLuxuryOutlook20XX年:AWorldofChangingPreferencesprovidesexclusiveinsightsonthei

16、ntersectionbetweenluxuryandwealth,makingitanessentialreadforanyproviderlookingtoprospectfor,targetandengagewiththewealthy.KEY*IONSVeryhighnetworth(VHNW)individualsThosewithanetworthof$5m-$30mUltrahighnetworth(UHNW)individualsThose withultra wealthy*SWe wouldanetworthof$30m+(alsoreferredtoasthe)liket

17、othankthefollowingindividuals(listedalphabetically)fortheirvaluablecontributionstoourresearch,addingbothtextureanddeeperinsight:AlistairBrown|CEO,AlistairBrownInternationalRealEstateWinstonChesterfield|Principal,BartonJaclynSiennaIndia|CEO,SiennaCharles*VEN:WEALTHANDLUXURYMARKETGROWTHInthe15yearsrun

18、ningupto20XX年,theworldswealthypopulationgrewinsizealmostcontinuously.Thenumberofglobalmillionaires(thosewith$1m+innetworth)doubledoverthe20XX年-20XX年periodtomorethan25millionindividuals.ThisincreasewaspropelledbystrongeconomicgrowthinAsiaandotheremergingeconomies,continuedurbanization,transformativea

19、dvancesindigitization(ledbytheUStechgiants)and,perhapsmostofall,byaperiodofunprecedentedliquidityfromglobalcentralbanks.Aswealthgrew,sotoodidtheworldofluxury.Thegloballuxurymarkethasundergonedramaticchange,notonlyinsize-expandingfromanestimated?147bnin20XX年to?1.3trnin20XX年1butalsointhebreadthofservi

20、cesnowofferedbyamorediverserangeofproviders,bothlargeandsmall.HistoricallythepreserveoftheVHNWandthosewithevengreaterwealth,luxuryproductsandamenitieshavebecomefarmoreubiquitous.*CKED:WEALTHANDGLOBALLUXURYSPENDGloballuxurymarket(?bn)Numberofindividualswithanetworthof$1m+1,4001,2001,00080060040020020

21、XX年020XX年?30,000,000THEGROWTHOFTHEGROWTHOFTHEGLOBALLUXURYMARKETIS*TIEDTOGROWTHINWEALTH20,000,00015,000,00010,000,0005,000,00020XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年20XX年Note:Luxurymarketspendfiguresarebasedonestimates.Sources:Wealth-X;Bain

22、CompanySource:BainCompany(includespersonalluxurygoods,luxurycars,luxuryhospitality,finewinesandspirits,gourmetfoodandfinedining,high-endfurnitureandhousewares,fineart,privatejets,yachtsandluxurycruises).ToTableofContents*VEN:WEALTHANDLUXURYMARKETGROWTHThehugeexpansionoftheluxurysectorinChinaandother

23、emergingmarketsoverthepastdecadeshowstheinextricablerelationshipbetweenthedemandforluxuryitemsandthetrajectoryofwealth.Infact,theAsiaregionisnowhometomorewealthyindividualsthanEurope,thoughNorthAmerica(ledbytheUS)stillremainsthedominantregionforglobalwealth,accountingforalmost40%ofallVHNWandUHNWindi

24、viduals.Moreover,althoughtheluxurymarketinChinaandotherpartsofAsiahasenjoyedrobustgrowth,EuropeandNorthAmericaarestillverymuchtheleadingglobalcentersofluxuryconsumption,accountingfora?WEALTHTIERdominantshare.Inpart,thisreflectsstronggrowthinspendingbyChineseconsumersabroadacrossalloftheworldsmajorlu

25、xurygoodsmarketsoverthepastdecade.10/24A*TOFTHE*AROUNDTHEWORLDNUMBEROF*UALSBYWEALTHTIER20XX年*?EUROPEWORLD?VHNW$5m-$30m2,668,240?UHNW$30m+291,470NORTH*ASIA678,37078,700?MIDDLEEAST1,045,580?105,130LATIN*ANDTHE*ANAFRICA73,680?9,770?723,79083,260*THEHUGE*ONOFTHELUXURYSECTORINCHINAANDOTHER*G*SHOWSTHE*CAB

26、LE*NSHIP*THEDEMANDFORLUXURYITEMSANDTHE*ORYOFWEALTH.?74,590?8,080?24,8002,690?47,4303,840*DataislikelytoundergosomerevisionfollowingthepublicationofourWorldUltraWealthReport20XX年.Note:Populationnumbersareroundedtothenearest10.VHNWstandsforveryhighnetworth;UHNWstandsforultrahighnetworth.ThesizeoftheUH

27、NWandVHNWcirclesarecomparabletotheirownwealthtier,nottoeachother.Source:Wealth-X4WEALTH-XGLOBALLUXURY*20XX年:AWORLDOF*G*NCESWEALTH-XGLOBALLUXURY*20XX年:AWORLDOF*G*NCES5*VEN:WEALTHANDLUXURYMARKETGROWTHGROWTHHALTEDBYCOVID-19Thecoronaviruspandemic,however,hasbroughtyearsofindustrygrowthtoahalt.Buffetedby

28、uncertaintyandsuddendeclinesacrossarangeofwealthportfolios,nottomentiontheeffectsofnationallockdownsandchangingconsumerbehaviorontheretail,travelandlifestylemarkets,thevastmajorityofindustryplayersarefacinghugechallengestotheirbusinessesandtheluxurysectorisbeingtransformedprofoundly.Yettheglobalnatu

29、reofthesedifficultconditionsmaskssignificantdivergenceamongindividuals.Manyamongthewealthyparticularlytheultrawealthyhavecontinuedtospendonluxuryduring20XX年buthavebeendoingthisdifferentlysincethepandemictookhold.Withhigh-endtravelandrestaurantslargelyunavailable,luxuryservicesareincreasinglybeingoff

30、eredtothewealthyintheirownhomes.“Withtheirhomesworthinthemillionsanddesignedexactlythewaytheywantthem,thewealthyhaventhadthesamesenseofurgencytoleavethem.”JaclynSiennaIndia,CEO,SiennaCharlesRestaurantsareofferingdine-at-homeoptionsandcompaniesareprovidinghomedeliveryofingredientsforthewealthypsrivat

31、echefstouse.Real-estateagentsareseeingdemandspiralforhigh-endpropertiesthatareclosertonatureandoffersecurityandsafety.Auctionhouseshavepivotedtowardsonlineauctionsandarereportingrobustdemand.2Interesthasgrowninsecuringadditionalpassportsfor,orresidencyof,countriesconsideredmoresecure.Meanwhile,thepr

32、ivatejetmarkethasnotbeennearlyasbadlyhitasthecommercialairlineindustry.Privateaviationstartedpickinguptowardsthemiddleoftheyear,attractingnewtypesofcustomersseekingtoreducethenumberoftouchpointsthatcouldbecontaminatedbythevirus.Intheprocessofadjustingtothisnewnormal,thewealthyspreferencesanddemandsa

33、realteringinwaysthatwill14/24influenceontheluxuryindustryformanyyearstocome(seeChangingLuxuryPreferences).MANYOFTHEULTRA*HAVE*EDTOSPENDONLUXURYDURING20XW,BUTHAVEBEENDOINGSO*NTLY.Source:FinancialTimesTHEGLOBALLUXURYCITYINDEXWhatarethepremiercitieswherewealthandluxurymeet?OurGlobalLuxuryCityIndexdraws

34、outthetop15suchcitiesaroundtheglobe.Theindexbenchmarkscitiesondifferentcriteriatofindthelocationswherewealth,high-endretailandaluxurylifestylecometogether.Incompilingtheindex,wehaveincorporatedthreemainthemes,eachcomprisingacategory:thelevelandgrowthdynamicsofwealth;thedevelopmentoftheluxuryretailma

35、rket;andluxurylifestyle.*IESAND*ORSHigh-endHigh-endrestaurantsFive-starhotelsCasinosUHNWpopulationandfive-yearforecast15/24VHNWpopulationandfive-yearforecastLUXURY*LE*MENTOFTHELUXURYRETAILMARKETLuxurystorefootprint-fashion(10brands)Luxurystorefootprint-watchesandjewelery(ninebrands)WEALTHNote:Forfur

36、therdetailsoftheindexsmethodology,pleaseseetheMethodologysection.Source:PubliclyavailableinformationandWealth-Xdataandanalysis.Eachcategorycomprisesanumberofindicators.Theseencompasskeycitymetricssuchasthecurrentsizeof(andfive-yearforecastfor)theUHNWandVHNWpopulations;thestorefootprintoftheworldsfor

37、emostluxuryfashion,watchandjewelrybrands;andthenumberofhigh-endrestaurants,five-starhotelsandcasinos.Eachindicatorisscored,withaweightedaverageofscoresacrossthethreecategoriesgivingasingleoverallscoreandcityrank.Theindexranksatotalof50cities,selectedonthebasisofthesizeoftheirwealthypopulations.Onlyt

38、hosecitiesthatscorerelativelyhighlyinallthreecategoriesmakeitintothetop15.16/24ToTableofContentsTHEGLOBALLUXURYINDEXGLOBALLUXURYCITYINDEXCity/rank?Overallscore(outof100)?BELOWWE*HTTHEMOST*S:NewYorkleadsourGlobalLuxuryCityIndex.Boastingmorewealthyindividualsthananyothercityintheworld,theBigAppleistru

39、lythecityoftherich.NewYorkalsoperformsstronglyintheindexforitsluxuryretailfootprintandparticularlyforitsluxuryNewYork1Tokyo2HongKong*3London4Paris5Singapore736SeoulSingapore736Seoul8Osaka932Shanghai1031Chicago1129Beijing1229WashingtonDC1329SanFrancisco1428Taipei1526?70676762625956564040?lifestyle,ha

40、vingthehighestnumberoffive-starhotelsandluxurycasinos.DespiteanuncertainpoliticalandeconomicenvironmentintheUS,thecitythyspwoepaullationisforecasttogrowsteadilyoverthenextfiveyears,maintainingNewYorksstatusasaworld-leadingluxurydestination.Tokyotracksinsecondplace,followedbyHongKong.TheJapanesecapit

41、alisarguablytheleadingcityinwhichtoexperienceluxuryculture.Withthelargestnumberofhigh-endrestaurantsandthebiggestpresenceofluxuryfashionstoresglobally,Tokyoisunique.Itisalsoasignificantwealthmarket,withthesecondhighestpopulationofVHNWindividuals(afterNewYork)andthethirdhighestUHNWpopulation(afterNew

42、YorkandHongKong).Meanwhile,HongKongranksthirdinourindex,supportedbyitslargenumberofwealthyindividuals(HongKonghasthehighestnumberofUHNWindividualsinAsiaandthesecondhighestglobally)andalsobecauseofitsoptionsforluxury19/24shopping,particularlyforwatchesandjewelry.Londonranksfourth,narrowlyaheadofParis

43、.Withrobustwealthypopulations,thesetwomajorEuropeancitieshavealonghistoryasluxurycenters.Despitepoliticalandeconomicuncertainties,thestrong,diverseculturesthesecitiesofferandtheirpositionsaswealthandfinancialhubscontinuetomakethemhugelyattractivetothewealthy.Bothcitiesalsoperformstronglyintermsoflux

44、uryexperienceindicators,suchasthenumberofhigh-endfacilitiesandluxurystores.Note:Chicago,BeijingandWashingtonDCarein11th,12thand13thplacerespectivelyduetodecimaldifferences.Thetotalscoreistheweightedaverageofcityscores(between0and100)foreachofthethreecategories:wealth,developmentoftheluxuryretailmark

45、etandluxurylifestyle.Citiesaredefinedonthebasisofurbanagglomerationsandmetropolitan(metro)areas,whichincludethebuilt-upareasoutsidetheadministrativecore.Forexample,NewYorkincludesNewYorkCity,NewarkandJerseyCity.Globallycomparablecity-leveldataisnotavailable;assuch,toensurecomparabilityisaspreciseasp

46、ossible,wehavesourcedconsistentmetro-andurban-levelpopulationandGDPdata.CitydefinitionsarefromOxfordEconomics.Forfurtherdetailsoftheindexsmethodology,pleaseseetheMethodologysection.*HongKongisasemi-autonomous,specialadministrativeregionofChina.Source:Wealth-X20XX年?Attheregionallevel,Asiadominatesthe

47、top15ranking(witheightcities),followedbyNorthAmerica(withfivecities,allofthemintheUS).Enjoyingrelativelythestrongestfinancialandeconomicgrowthinthepasttwodecades,Asiaemergesastheregionwiththehighestnumberofcitiesamongthetop15.TherichanddiverseculturesAsiancitiesoffercontributestotheirattractivenessa

48、sluxuryhubs.TheUS,withfivecitiesinthetop15,remainsthecountrywiththehighestnumberofattractiveluxurymarkets.OnlytwoEuropeancitiesmakeitintothetop15,affectedmainlybyweakerincreasesinwealthypopulationsandtheirwealth.Chinasmaincities,ShanghaiandBeijing,featureat10thand12thplacerespectively,despitehavinga

49、smallernumberofwealthyindividualsthanmanylower-rankedcities.ShanghaiandBeijingpossitionasfinancialandbusinesshubsinthesecondbiggestglobalwealthmarket(China)makesthemattractivefor21/24luxurypresence.Eventhoughlessthan20%ofthewealthyChinesepopulationisbasedinthesetwocities,manywealthyindividualsfromChinaandov