中国高端消费新趋势报告（英文）-2025-09-宏观大势.docxVIP

TheFutureof

AffluentConsumersConsumption

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,Chinahasbecometheworld,slargesthigh-net-worthpopulationbyvolume.From2010to

2020,thenumberofhouseholdswithoverRMB1millionininvestableassetsgrewnearlytenfold,fuelingtheriseofasophisticatedand

diversifiedpremiumconsumptionmarket.

Today,GenYandGenXremainthecoreforcebehindhigh-endspending.Meanwhile,GenZ—shapedbydigitalfluency,strongself-awareness,andintergenerationalwealth—hasemergedasanewdriverofmarkettrends.Theirconsumptionishighlyindividual,emotionallyexpressive,and

sociallycharged,reflectingashiftfromstatus-drivenspendingtovalue-basedlifestyleexpression.

Atthesametime,theSilvergeneration—experienced,financially

stable,andincreasinglyopentolifestyleupgrades—isemergingasanunderexploredyetpromisingsegment.Theirdemandforquality,

health,andmeaningfulexperiencespresentsnewopportunitiesforbrandslookingtoserveagrowingandloyalpremiumaudience.

Thisevolvingconsumerlandscapecallsforbrandstorethinkhowtheydefine“premium”and“luxury.”AffluentChinese

consumersarenotjustchasinglabels—they’recurating

identity,meaning,andconnectionthrougheverypurchase.

ResearchMethodology

Thisreportisbasedonin-depthinterviewswith15affluentconsumersand4experts,spanningfourgenerations(Silvers,80s,90s,00s).

UsingIpsosUUChina’squalitativeframework,thestudyexploreshowwealth,values,andgenerationaldifferencesshapepremiumconsumptionacrosskeylifestylecategories.

Respondentsprofile—Expert

Consulting

FastMovingConsumerGoods(FCMG)

Name：Mr.Yan

Name：Ms.Miranda

Occupation：ConsumerDigitalOperationsandRetailConsulting

Occupation：Marketingand

BrandOperationsintheFas