2024年高端消费市场新趋势：香水珠宝餐饮赛道逆势增长
2024年高端消费市场新趋势：香水珠宝餐饮赛道逆势增长
New Trends in High-End Consumer Market 2024: Perfume, Jewelry and Dining Sectors Defy Economic Downturn
全球奢侈品市场遭遇寒冬 | Global Luxury Market Faces Winter Chill
2024年，全球高端消费市场仿佛坐上了过山车，经济的不确定性让奢侈品巨头们直呼"头疼"。但就在这波寒流中，高端消费的新潮流却如雨后春笋般涌现。香水、珠宝、眼镜这些"软奢"产品因为"情绪消费"意愿高涨，成为市场新宠。
In 2024, the global high-end consumer market has been like a roller coaster ride, with economic uncertainties giving luxury giants headaches. Yet amidst this chill, new high-end consumption trends are emerging like bamboo shoots after rain. "Soft luxury" products like perfumes, jewelry and eyewear have become market favorites due to rising "emotional consumption".
奢侈品巨头集体遭遇滑铁卢 | Luxury Giants Suffer Collective Waterloo
据彭博亿万富翁指数显示，LVMH创始人Bernard Arnault、欧莱雅继承人Françoise Bettencourt Meyers及开云集团创始人François Pinault 2024年合计损失约700亿美元。奢侈品需求疲软及法国市场动荡使富豪们控制的企业成为法国股市主要输家。
According to the Bloomberg Billionaires Index, LVMH founder Bernard Arnault, L'Oréal heir Françoise Bettencourt Meyers and Kering founder François Pinault lost a combined $70 billion in 2024. Weak luxury demand and French market turmoil made companies controlled by these tycoons the biggest losers in the French stock market.
中国市场表现疲软 | Weak Performance in Chinese Market
中国作为奢侈品消费的重要市场，近年来受房地产市场下行、政策调整及消费者心态变化等多重因素影响，奢侈品消费增速急剧放缓。据LVMH集团财报，2024年上半年，除日本外的亚太市场销售额同比下跌16%，其中中国市场表现尤为疲软。
As an important market for luxury consumption, China has seen a sharp slowdown in luxury spending growth due to multiple factors including the downturn in the real estate market, policy adjustments and changes in consumer psychology. According to LVMH's financial report, in the first half of 2024, sales in the Asia-Pacific region excluding Japan fell 16% year-on-year, with particularly weak performance in the Chinese market.
情绪消费成为新宠 | Emotional Consumption Becomes New Favorite
随着生活节奏的加快与工作压力的增大，消费者越来越注重通过购买奢侈品来寻求情绪上的慰藉与自我奖赏。香水、珠宝等能够带来愉悦感官体验的产品因此备受青睐。
With the acceleration of life pace and increasing work pressure, consumers are paying more attention to seeking emotional comfort and self-reward through luxury purchases. Products like perfumes and jewelry that can bring pleasant sensory experiences are therefore highly favored.
香水市场增长强劲 | Strong Growth in Perfume Market
根据QYR的统计及预测，2023年全球香水市场销售额达到了434.2亿美元，预计2030年将达到762.5亿美元，年复合增长率（CAGR）为8.5%（2024-2030）。欧莱雅、雅诗兰黛等国际美妆巨头纷纷加大在香水领域的投入。
According to statistics and forecasts from QYR, global perfume market sales reached $43.42 billion in 2023 and are expected to reach $76.25 billion by 2030, with a compound annual growth rate (CAGR) of 8.5% (2024-2030). International beauty giants like L'Oréal and Estée Lauder are increasing their investments in the perfume sector.
体验式消费崛起 | Rise of Experiential Consumption
消费者不再满足于单纯的物质购买，而是更加注重消费过程中的体验与感受。文旅赛事、高端酒店、私人飞机与豪华游艇等体验式消费因此持续增长。
Consumers are no longer satisfied with mere material purchases, but pay more attention to the experience and feelings during consumption. Experiential consumption such as cultural tourism events, high-end hotels, private jets and luxury yachts continues to grow.
奢侈品牌布局餐饮赛道 | Luxury Brands Enter Dining Sector
奢侈品牌纷纷涉足餐饮赛道，无论是高端酒店、奢华餐厅还是精致咖啡厅与巧克力甜品店，都为消费者提供了全方位的奢华体验。LVMH集团2024年来在体验式消费领域的布局尤为引人注目。
Luxury brands are entering the dining sector, providing consumers with comprehensive luxury experiences through high-end hotels, luxury restaurants, exquisite cafés and chocolate dessert shops. LVMH Group's layout in the field of experiential consumption in 2024 is particularly noteworthy.
展望2025年 | Looking Ahead to 2025
展望2025年，随着消费者购买力的逐步提升和消费观念的持续升级，高端消费市场将迎来更多挑战和变数。奢侈品牌们不仅要拼设计、拼品质，更要拼服务、拼体验。
Looking ahead to 2025, with the gradual improvement of consumers' purchasing power and continuous upgrading of consumption concepts, the high-end consumer market will face more challenges and variables. Luxury brands need to compete not only in design and quality, but also in service and experience.
