2010-2012年中国服饰类奢侈品行业研究报告 >> 水清木华研究中心

2009年，中国奢侈品市场规模达94亿美元，全球占有率约27.5%。在众多奢侈品品类中，服饰类奢侈品（主要包含服装、鞋、箱包、手表、眼镜）是中国消费者最主要的消费品类，其在整个奢侈品消费中大约占70%的比重，2009年中国服饰类奢侈品的市场规模为67.2亿美元。

图：2004-2009年中国服饰类奢侈品市场规模（单位：亿美元）

来源：水清木华研究中心

从服饰类奢侈品细分产品来看，手表的消费额占首位，2009年达到22.1亿美元；其次为服装，2009年消费额达到17亿美元。由于手表类奢侈品不易过时，比较耐用，因此许多中国消费者更愿意选择花高价购买奢侈手表。

图：2009年中国服饰类奢侈品产品消费构成

来源：水清木华研究中心

中国消费者对不同种类奢侈品服饰的品牌偏好各有不同，其中消费者最希望拥有的服装类奢侈品品牌为GUCCI；皮鞋品牌为DR.MARTENS；箱包类奢侈品品牌为LV；手表类奢侈品品牌为ROLEX；眼镜类奢侈品品牌为GIVENCHY。

随着中国消费者购买能力的进一步加强，以及奢侈品企业在中国市场布局的不断完善，中国奢侈品消费潜力将得到进一步释放，尤其是服饰类奢侈品市场潜力很大。

未来中国服饰类奢侈品市场将呈现以下几个特征：

1、二线城市将成为奢侈品品牌主战场
除了香港、北京、上海这些一线城市以外，中国的二线城市也表现出了巨大的吸引力。近两年来，LV、GUCCI等奢侈品企业开始布局成都、重庆、青岛、杭州、西安等二线城市，未来这些城市将成为奢侈品品牌竞争的“主战场”。

2、女性服饰类奢侈品将快速增长
相比男性而言，女性更容易受到广告和攀比心理影响，具有更加强烈的奢侈品消费欲望。随着中国女性的经济独立，将会有越来越多的女性具有购买奢侈品的经济能力，因此未来女性服饰类奢侈品市场将会快速增长。

3、具有中国元素的产品不断增多
为了快速渗透中国市场，许多奢侈品企业在产品中加入中国元素，这一现象在服饰奢侈品中尤为常见。例如JAEGER在中国专卖店展出绘有中国山水画的珐琅表；爱马仕甚至为中国市场专门推出一个品牌“上下”。

In 2009, Chinese market size of luxuries reached US$9.4 billion with the global market share approximating 27.5%. Among the varieties of luxuries, Chinese consumers gave priority to luxury apparel and accessories (mainly including clothes, shoes, bags, watches, and glasses) which held roughly 70% of the entire luxury consumption and had the market size of US$6.72 billion in 2009.

Market Size of Luxury Apparel & Accessories in China, 2004-2009 (Unit: US$100M)

Source: ResearchInChina

In regard to the segmented products of luxury apparel and accessories, the consumption of watches ranked No.1 by US$2.21 billion in 2009, followed by clothes of US$1.7 billion. Owing to the long-lasting style and durability, a lot of Chinese consumers prefer luxury watches despite the high price.

Consumption Structure of Luxury Apparel & Accessories in China by Product, 2009

Source: ResearchInChina

The brand preference of Chinese consumers towards various luxury apparel and accessories varies; concretely, GUCCI turns out to be the luxury clothing brand that wins the best graces of consumers, luxury leather shoes brand goes for DR.MARTENS, luxury bag brand LV, luxury watch brand ROLEX, and luxury glasses brand GIVENCHY.

Along with the further intensified purchasing power of Chinese consumers as well as the improved market distribution of luxury enterprises in China, the consumption potentialities of luxuries, especially of luxury apparel and accessories, will be further released in China.

The future Chinese market of luxury apparel and accessories will characterize the followings:

1. The second-tier cities will become the major battlefield of luxury brands.
Apart from the first-tier cities like Hong Kong, Beijing, and Shanghai, China’s second-tier cities also show great attractions. During the recent two years, such luxury enterprises as LV and GUCCI have started their presence in second-tier cities like Chengdu, Chongqing, Qingdao, Hangzhou, and Xi’an, all of which will become the ‘major battlefields’ of luxury brand competition in the future.

2. Female luxury apparel and accessories will increase rapidly.
The females are prone to be affected by the advertisements and peacockery as well as to be enslaved by the consumption desire of luxuries against the male. Fueled by the economic independence of Chinese females, more and more females are economically affordable of luxuries, so, the future will witness the rapid growth of female luxury apparel and accessories market.

3. The products with Chinese elements will rise.
A lot of luxury enterprises add Chinese elements into their products so as to quickly penetrate the Chinese market, which is particularly common in luxury apparel and accessories. For instance, JAEGER exhibits the enamel watch printed with Chinese landscape painting in its Chinese franchised store, and Hermes even launches an exclusive brand named ‘Shang Xia’ for Chinese market.

第一章服饰类奢侈品行业概述
1.1 服饰类奢侈品行业界定
1.2 服饰类奢侈品行业特征
1.3 服饰类奢侈品消费在中国的发展历程

第二章中国奢侈品行业发展现状
2.1 中国奢侈品市场发展现状
2.2 中国奢侈品消费者情况
2.2.1 中国奢侈品消费者特征
2.2.2 中国服饰类奢侈品消费者主要类型
2.2.3 消费者奢侈品信息获取渠道
2.2.4 奢侈品购买渠道
2.2.5 消费者可接受的奢侈品价格
2.3 奢侈品市场广告宣传及销售模式
2.3.1 奢侈品广告宣传
2.3.2 服装奢侈品销售模式

第三章中国服饰类奢侈品细分市场发展情况及预测
3.1 中国服饰类奢侈品整体市场现状及预测
3.2 中国服装类奢侈品现状及预测
3.2.1 中国服装类奢侈品市场现状及预测
3.2.2 中国服装类奢侈品品牌及推广
3.3 中国鞋类奢侈品现状及预测
3.3.1 中国鞋类奢侈品市场规模及预测
3.3.2 中国鞋类奢侈品品牌
3.4 中国箱包类奢侈品现状及预测
3.4.1 中国箱包类奢侈品市场规模及预测
3.4.2 中国箱包类奢侈品品牌
3.5 中国手表类奢侈品现状及预测
3.5.1 中国手表类奢侈品市场规模及预测
3.5.2 中国手表类奢侈品品牌及推广
3.6 中国眼镜类奢侈品现状及预测
3.6.1 中国眼镜类奢侈品市场规模及预测
3.6.2 中国眼镜类奢侈品品牌及推广

第四章中国服饰类奢侈品重点城市分析
4.1 中国奢侈品城市分布
4.2 上海
4.2.1 上海奢侈品牌分布
4.2.2 上海奢侈品发展潜力
4.2.3 上海二手奢侈品店
4.3 北京
4.3.1 北京奢侈品牌分布
4.3.2 北京奢侈品发展潜力
4.3.3 北京奢侈品二手店
4.4 重庆
4.4.1 重庆奢侈品发展历程
4.4.2 重庆奢侈品消费特点
4.4.3 重庆奢侈品发展潜力

第五章三大奢侈品集团中国市场发展情况
5.1 LVMH集团
5.1.1 LVMH集团发展情况
5.1.2 路易•威登
5.1.3 芬迪
5.1.4 迪奥
5.2 历峰集团
5.2.1 历峰集团发展情况
5.2.2 登喜路
5.2.3 江诗丹顿
5.2.4 积家
5.2.5 伯爵
5.2.6 卡地亚
5.2.7 万国
5.3 巴黎春天
5.3.1 巴黎春天发展情况
5.3.2 古琦
5.3.3 圣罗兰

第六章中国奢侈品行业未来发展方向
6.1 中国服饰类奢侈品行业发展潜力
6.2 中国服饰类奢侈品行业发展方向
6.3 中国服饰类奢侈品投资风险

1 Overview of Apparel & Accessories Luxury Industry
1.1 Definition
1.2 Characteristics
1.3 Development in China

2 Current Development of Chinese Luxury Industry
2.1 Status Quo of Market Development
2.2 Consumers
2.2.1 Characteristics
2.2.2 Major Types
2.2.3 Information Access
2.2.4 Purchasing Channels
2.2.5 Acceptable Price
2.3 Advertising and Sales Mode
2.3.1 Advertising
2.3.2 Sales Mode

3 Development and Forecast of Luxury Apparel & Accessories Segmented Market in China
3.1 Luxury Apparel & Accessories Market in China
3.2 Luxury Apparel Market
3.2.1 Status Quo and Forecast
3.2.2 Brands and Promotion
3.3 Luxury Shoes Market
3.3.1 Market Size and Forecast
3.3.2 Brands
3.4 Luxury Bags Market
3.4.1 Market Size and Forecast
3.4.2 Brands
3.5 Luxury Watches Market
3.5.1 Market Size and Forecast
3.5.2 Brands and Promotion
3.6 Luxury Glasses Market
3.6.1 Market Size and Forecast
3.6.2 Brands and Promotion

4 Key Cities of Luxury Apparel & Accessories in China
4.1 Urban Distribution of Luxuries in China
4.2 Shanghai
4.2.1 Brand Distribution
4.2.2 Development Potentialities
4.2.3 Second-hand Luxury Store
4.3 Beijing
4.3.1 Brand Distribution
4.3.2 Development Potentialities
4.3.3 Second-hand Luxury Store
4.4. Chongqing
4.4.1 Development Course
4.4.2 Consumption Characteristics
4.4.3 Development Potentialities

5 Development of Top 3 Luxury Groups in Chinese Market
5.1 Moet Hennessy - Louis Vuitton (LVMH Group)
5.1.1 Overview
5.1.2 Louis Vuitton
5.1.3 Fendi
5.1.4 Dior
5.2 Richemont
5.2.1 Overview
5.2.2 Dunhill
5.2.3 Vacheron Constantin
5.2.4 JAEGER
5.2.5 Piaget
5.2.6 Cartier
5.2.7 IWC
5.3 Pinault Printemps Redoute (PPR Group)
5.3.1 Overview
5.3.2 Gucci
5.3.3 Yves Saint Laurent

6 Future Development Orientation of Chinese Luxury Industry
6.1 Development Potentialities of Luxury Apparel & Accessories Industry in China
6.2 Development Orientation of Luxury Apparel & Accessories Industry in China
6.3 Investment Risks of Chinese Luxury Apparel & Accessories

图：2004-2009年中国奢侈品市场规模
图：消费者希望购买的奢侈品种类
图：2010年消费者最希望拥有的奢侈品品牌
图：奢侈品主要消费者类型
图：消费者获取奢侈品信息的主要途径
图：消费者购买奢侈品的主要途径
图：2005-2010年中国网络购物网民规模
图：消费者可接受的奢侈品单品价格
图：2009年每个消费者奢侈品消费额
图：消费者对奢侈品打折的态度
图：2004-2009年奢侈品在报纸上的广告投放金额
表：2009年奢侈品广告投放排名之周报TOP5
图：2004-2009年奢侈品在杂志上的广告投放金额
表：2009年奢侈品广告投放排名之杂志TOP5
表：2010年1-9月中国服饰类奢侈品平面媒体广告投放额
图：2004-2009年中国服饰类奢侈品市场规模
图：2009年中国服饰类奢侈品产品消费构成
图：2010-2012年中国服饰类奢侈品市场规模预测
图：2004-2012年中国服装类奢侈品市场规模及预测
图：中国消费者可接受的服装类奢侈品价格
表：2010年消费者已经购买的服装类奢侈品品牌Top10
表：2010年消费者希望购买的服装类奢侈品品牌Top10
表：2009年中国服装类奢侈品广告投放平面媒体TOP5
图：2004-2012年中国鞋类奢侈品市场规模及预测
表：最受中国消费者欢迎的鞋类品牌
图：2004-2012年中国箱包类奢侈品市场规模及预测
图：中国消费者可接受的箱包类奢侈品价格
表：2010年消费者已经购买的箱包类奢侈品品牌TOP10
表：2010年消费者希望购买的箱包类奢侈品品牌TOP10
图：消费者对手表类奢侈品的消费态度
图：2004-2012年中国手表类奢侈品市场规模及预测
表：2010年消费者已经购买的手表类奢侈品品牌TOP10
表：2010年消费者希望购买的手表类奢侈品品牌TOP10
表：2009年中国手表类奢侈品广告投放平面媒体TOP5
图：2004-2012年中国眼镜类奢侈品市场规模及预测
图：中国消费者可接受的眼镜类奢侈品价格
表：2010年消费者已经购买的眼镜类奢侈品品牌TOP10
表：2010年消费者希望购买的眼镜类奢侈品品牌TOP10
表：2009年中国眼镜类奢侈品广告投放平面媒体TOP5
图：中国奢侈品直营店聚集地区
表：2010年中国重点城市服饰类奢侈品预购率
表：2010年中国重点城市服饰类奢侈品购买单价
表：2009年上海奢侈品广告报纸投放TOP5
图：2006-2009年上海社会消费品零售总额
图：2003-2009年上海城镇居民人均可支配收入
表：2009年北京奢侈品报纸投放TOP5
图：2006-2009年北京社会消费品零售总额
图：2003-2009年北京城镇居民人均可支配收入
表：2009年重庆奢侈品广告报纸投放TOP5
图：2006-2009年重庆社会消费品零售总额
图：2003-2009年重庆城镇居民人均可支配收入
表：2008-2010年LVMH集团分业务销售收入
图：2010年上半年LVMH集团分地区销售收入构成
图：LVMH集团零售点分布
表：路易威登中国大陆专卖店分布
表：芬迪中国大陆精品店分布
表：迪奥中国大陆专卖店分布
表：2009年迪奥在中国平面媒体广告投放额
图：FY2007-FY2010历峰集团财务指标
表：FY2009-FY2010历峰集团分产品收入构成
表：FY2009-FY2010年历峰集团分地区收入构成
表：FY2010历峰集团各品牌在中国大陆精品店数量
表：2010年登喜路中国大陆精品店分布
表：江诗丹顿中国大陆精品店分布
表：积家中国大陆精品店分布
表：伯爵中国大陆精品店分布
表：卡地亚中国大陆精品店分布
表：2009年卡地亚在中国平面媒体广告投放额
表：万国中国大陆精品店分布
图：2008-2010年PPR集团营业收入
图：2008-2010年PPR集团营业收入业务构成
图：2010Q3Gucci品牌销售收入地区构成
表：古琦中国大陆专卖店分布
表：2010年1-9月GUCCI平面媒体广告投放额
表：2010年1-9月GUCCI报纸广告投放情况
表：2010年1-9月GUCCI杂志广告投放情况
图：2010Q3圣罗兰销售收入地区构成

Market Size of Luxuries in China, 2004-2009
Consumers’ Purchasing Desires of Luxury Varieties
Luxury Brands Winning the Best Graces of Consumers, 2010
Major Consumer Types of Luxuries
Consumers’ Accesses to Information about Luxuries
Consumers’ Approaches to Purchase Luxuries
Netizen Scale of Online Shopping in China, 2005-2010
Acceptable Unit Price of Luxuries by Consumers
Luxury Consumption of Every Single Consumer, 2009
Consumers’ Attitudes towards Discount Luxuries
Advertising of Luxuries on Newspapers, 2004-2009
Top 5 Weeklies of Luxury Advertisements, 2009
Advertising of Luxuries on Magazines, 2004-2009
Top 5 Magazines of Luxury Advertisements, 2009
Advertising of Chinese Luxury Apparel & Accessories on Print Media, Jan.-Sep. 2010
Market Size of Luxury Apparel & Accessories in China, 2004-2009
Consumption Structure of Chinese Luxury Apparel & Accessories by Product, 2009
Market Size of Chinese Luxury Apparel & Accessories, 2010-2012E
Market Size of Chinese Luxury Apparel, 2004-2012E
Acceptable Price of Luxury Apparel by Chinese Consumers
Top 10 Luxury Apparel Brands Purchased by Consumers, 2010
Top 10 Luxury Apparel Brands Expected by Consumers, 2010
Top 5 Print Media of Luxury Apparel Advertisements in China, 2009
Market Size of Luxury Shoes in China, 2004-2012E
Most Welcomed Shoe Brands by Chinese Consumers
Market Size of Luxury Bags in China, 2004-2012E
Acceptable Price of Luxury Bags by Chinese Consumers
Top 10 Luxury Bag Brands Purchased by Consumers, 2010
Top 10 Luxury Bag Brands Expected by Consumers, 2010
Consumers’ Attitudes towards Luxury Watches
Market Size of Luxury Watches in China, 2004-2012E
Top 10 Luxury Watch Brands Purchased by Consumers, 2010
Top 10 Luxury Watch Brands Expected by Consumers, 2010
Top 5 Print Media of Luxury Watch Advertisements in China, 2009
Market Size of Luxury Glasses in China, 2004-2012E
Acceptable Price of Luxury Glasses by Chinese Consumers
Top 10 Luxury Glasses Brands Purchased by Consumers, 2010
Top 10 Luxury Glasses Brands Expected by Consumers, 2010
Top 5 Print Media of Luxury Glasses Advertisements in China, 2009
Place Clustering of Direct-Sales Stores of Luxuries in China
Advance Purchasing Ratio of Luxury Apparel & Accessories in Key Cities, China, 2010
Purchasing Unit Price of Luxury Apparel & Accessories in Key Cities, China, 2010
Top 5 Newspapers of Luxury Advertisements in Shanghai, 2009
Total Retail Sales of Social Consumer Goods in Shanghai, 2006-2009
Per Capita Disposable Income of Urban Residents in Shanghai, 2003-2009
Top 5 Newspapers of Luxury Advertisements in Beijing, 2009
Total Retail Sales of Social Consumer Goods in Beijing, 2006-2009
Per Capita Disposable Income of Urban Residents in Beijing, 2003-2009
Top 5 Newspapers of Luxury Advertisements in Chongqing, 2009
Total Retail Sales of Social Consumer Goods in Chongqing, 2006-2009
Per Capita Disposable Income of Urban Residents in Chongqing, 2003-2009
Revenue of LVMH Group by Sector, 2008-2010
Revenue of LVMH Group by Region, 2010H1
Retail Stores Distribution of LVMH Group
Louis Vuitton Franchised Stores in Mainland China
Fendi Boutiques in Mainland China
Dior Franchised Stores in Mainland China
Advertising of Dior on Chinese Print Media, 2009
Financial Indices of Richemont, FY2007-FY2010
Revenue of Richemont by Product, FY2009-FY2010
Revenue of Richemont by Region, FY2009-FY2010
Boutique Quantity of Richemont Brands in Mainland China, FY2010
Dunhill Boutiques in Mainland China, 2010
Vacheron Constantin Boutiques in Mainland China
JAEGER Boutiques in Mainland China
Piaget Boutiques in Mainland China
Cartier Boutiques in Mainland China
Advertising of Cartier on Chinese Print Media, 2009
IWC Boutiques in Mainland China
Operating Income of PPR Group, 2008-2010
Operating Income of PPR Group by Sector, 2008-2010
Revenue of Gucci by Region, Q3 2010
Gucci Franchised Stores in Mainland China
Advertising of Gucci on Print Media, Jan.-Sep. 2010
Gucci Advertisements on Newspapers, Jan.-Sep. 2010
Gucci Advertisements on Magazines, Jan.-Sep. 2010
Revenue of Yves Saint Laurent by Region, Q3 2010