中国高端消费新趋势报告（英文）-IpsosxCEIBS.pdfVIP

TheFutureof

AffluentConsumers

Consumption

TheNewWealthEra:DecodingAffluentConsumerBehaviorMarketOpportunities

张玲玲副教授lzhang@C

李丽真资深研究总监Abby.Lee@I

Introduction

Background:

Withrapideconomicgrowthandwealthaccumulation,Chinahasbecome

theworld’slargesthigh-net-worthpopulationbyvolume.From2010to

2020,thenumberofhouseholdswithoverRMB1millionininvestable

assetsgrewnearlytenfold,fuelingtheriseofasophisticatedand

diversifiedpremiumconsumptionmarket.

Today,GenYandGenXremainthecoreforcebehindhigh-endspending.

Meanwhile,GenZ—shapedbydigitalfluency,strongself-awareness,and

intergenerationalwealth—hasemergedasanewdriverofmarkettrends.

Theirconsumptionishighlyindividual,emotionallyexpressive,and

sociallycharged,reflectingashiftfromstatus-drivenspendingtovalue-

basedlifestyleexpression.

Atthesametime,theSilvergeneration—experienced,financially

stable,andincreasinglyopentolifestyleupgrades—isemergingasan

underexploredyetpromisingsegment.Theirdemandforquality,

health,andmeaningfulexperiencespresentsnewopportunitiesfor

brandslookingtoserveagrowingandloyalpremiumaudience.

Thisevolvingconsumerlandscapecallsforbrandstorethink

howtheydefine“premium”and“luxury.”AffluentChinese

consumersarenotjustchasinglabels—they’recurating

identity,meaning,andconnectionthrougheverypurchase.

ResearchMethodology

Thisreportisbasedonin-depthinterviewswith15affluentconsumersand4

experts,spanningfourgenerations(Silvers,80s,90s,00s).

UsingIpsosUUChina’squalitativeframework,thestudyexploreshowwealth,

values,andgenerationaldifferencesshapepremiumconsumptionacrosskey

lifestylecategories.

Respondentsprofile—Expert

Consulting