胡润调研 - 中国高净值人群情谊往来白皮书.pdf

1 欢迎阅读MEC尚扬媒介与胡润百富合作发布的中国高净值人群情谊往来白皮书。中国赠礼文化和行为是非常值得探讨的议题。从过去到现在，尽管人们赠礼的原因和影响因素有所变化，但它的重要性却始终不变。而要洞悉消费者赠礼的意识、需求和行为，则须将视角根植于中国的文化和社会背景。中国在赠礼文化和行为上有其独到之处，它受到关系和人情文化的深远影响。关系和人情文化源于中国儒家的社会哲学，既强调人际关系的重要性，又讲究人际间亲疏有别的层级关系，从而维护社会和经济秩序。在中国，礼物所承载的意义是亘古不变的。即便在当下，赠礼仍深度渗透于国人的生活，尤其对于高净值人群而言，赠礼在他们的生活中发挥着愈发重要的作用。Welcome to the MEC China HNWI Gifting White Paper, pro-duced in partnership with Hurun. Gifting is a fascinating subject, though the motivations and influ-ences have changed over time, it is as relevant and important now as it ever has been. To truly under-stand consumers mindset, needs and behavior when it comes to luxury gifting we have to ground our insight in cultural and societal influence. China is unique in the world in gifting behavior; the ideas of Guanxi and Renqing are deeply rooted in the Chinese social phi-losophy of Confucianism, which stresses the importance of rela-tionships and associating oneself with others in a hierarchical man-ner, in order to maintain social and economic order. The meaning of gifting has been carried through thousands of years history. Now in modern China, it is deeply immersed in peoples lives, and particularly for high net worth individuals (HNWIs) plays a more critical role than ever before. 序言PREFACE高顿 Gordon Domlija尚扬媒介中国首席执行官MEC China CEO 2MEC 旨在基于消费者洞察帮助企业和品牌开拓其与消费者连接的机会点At MEC we are driven by a desire to understand consumers and thereby create opportunities to connect people with experiences中国的礼品市场正蓬勃发展。消费者越来越注重物质之外的满足，也越来越重视身边的关系网络，因而，他们的赠礼参与度也越来越高。与此同时，各行各业也充溢着形式多样的礼品营销，这也为消费者提供了更多的礼品选择、赠礼场合和概念，同时为品牌自身创造了更多的商机。MEC旨在基于消费者洞察，帮助企业和品牌开拓其与消费者连接的机会点。在白皮书中，我们的洞察和观点源自于对中国关系文化的深入理解，以及关系文化对赠礼需求和行为的影响。我们介绍了中国关系文化和人情社会的定义与特点，阐释了赠礼在其中所扮演的角色。通过阅读白皮书，您可以了解赠礼在中国的重要性，了解中国人为何赠礼、给谁赠礼、赠什么礼、何时赠礼以及如何赠礼的讲究和门道。同时，通过专属的研究和策划方法论，MEC MOMENTUM，我们归纳了高净值人群在赠礼决策中的每一个关键阶段，以及在每一个阶段上的影响因素。我们的深度解读从多个维度揭示了研究赠礼这个议题的价值，以及其中所蕴含的商机。希望这本白皮书可以让您更深入地了解中国人如何赠礼，特别是高净值人群在赠礼上的文化和讲究，帮助您探寻到潜在的商业机会。阅读愉快。The gifting market in China is developing rap-idly. Consumers are attracted to experience beyond material satisfaction, while more attention to the Guanxi network is leading to higher involvement and consideration in gifting. At the same time increas-ing gifting choices, occasions and concepts that are promoted by marketers across different categories are creating more opportunities for individuals and brands.At MEC we are driven by a desire to under-stand consumers and thereby create opportunities to connect people with experiences. In this white paper, our analysis and point of view is rooted in a profound understanding of Chinese culture, and how it impacts gifting needs and behavior. We intro-duced the definition and special characteristics of Chinese Guanxi and Renqing-oriented society, and the role that gifting plays. You can read our discov-ery of the importance of gifting and the insight that goes into fundamental questions such as who, what, where and how gifting purchase decisions are made. Through our proprietary research and planning approach, MEC Momentum, we identified what really matters to HNWIs in terms of gifting at the critical stages of their decision making journey. This deep analysis reveals the value of understanding this topic from multiple and critical dimensions, and what op-portunities it brings. I hope this White Paper will help you understand more about Gifting in China, particularly for modern HNWIs, and help you find potential opportunities to grow your business. Enjoy reading.3 目录序言 PREFACE开篇 OPENING中国高净值人群规模SCALE OF CHINESE HNWIS看点概览INTERESTING FINDINGS第一章：解读中国式“关系” CHAPTER 1: CHINESE GUANXI第二章：高净值人群赠礼行为概览CHAPTER 2: OVERVIEW OF HNWIS GIFTING BEHAVIOR第三章：对核心群体赠礼的行为CHAPTER 3: GIFTING BEHAVIOR FOR CORE GROUPS第四章：高净值人群奢侈品赠礼态度及行为CHAPTER 4: HNWIS ATTITUDE & BEHAVIOR OF LUXURY GIFTING关于MEC尚扬媒介ABOUT MEC关于胡润百富ABOUT HURUN研究方法及版权声明RESEARCH METHODS & COPYRIGHT STATEMENT0104060810163952626365CONTENT1457 4记得我第一次来中国之前，周围很多朋友都跟我强调说中国人特别爱赠礼、中国的赠礼文化特别深厚。当时，我个人还不太理解和意识到赠礼在中国的意义和重要性，因为在英国赠礼场合比较少，主要集中在圣诞节、生日和特别节日（周年婚礼）。实际到了中国之后，我对中国赠礼文化的感触特别深刻。记得1991年，来中国时朋友推荐我多带一些烟草用来作为比较好的礼物选择，当时给我感觉是，在中国，“赠礼文化”是“中国文化”的重要部分，如何赠礼、赠什么，都是十分讲究的，“赠礼”也有成功与否之说。近些年，我身边的企业家们赠礼也发生着一些变化，从烟到雪茄；从干邑到威士忌；从电子产品到有机健康食品我们很高兴能够与 MEC 尚扬媒介一起合作，共同发布2017中国高净值人群情谊往来白皮书。我认I remember before I came to China for the first time, many of my friends emphasised to me how much Chinese people value gifts, and how deeply embedded they are in Chinese culture. At the time, I did not fully appreciate the importance of gift-giving in China, not least because it does not play a particularly significant role in British culture; outside of Christmases, birthdays, weddings and anniversaries, they are fairly rare.After arriving in China, I immediately came to realise the significance of gift-giving for the Chinese. I recall that in 1991, when I came to the country for the first time, it was recommended that I bring tobacco with me in order to do as the Romans do, that is to say, to establish Guanxi with others by giving it out in gift form. From that moment on, it became clear to me that gift-giving is an essential part of Chinas culture, and that how to select and exchange gifts can be a critical factor in ensuring the smooth progression of social interactions. In more recent years, I have noticed changes in the gifts given by the Chinese entrepreneurs I have come to know; cigarettes have been replaced by cigars, cognac by whisky, and electronic products by organic foods.We are delighted to have teamed up MEC, to jointly issue the China HNWI Gifting White Paper. I firmly believe this is a highly significant report, because despite being so profound an element of Chinese culture, this is actually the first in-开篇OPENING胡润 Rupert Hoogewerf胡润百富董事长 / 首席调研员Hurun Report Chairman and Chief Researcher5 为这是一份很有意义的报告，因为中国赠礼文化那么博大精深，这是首份深度分析高净值人群赠礼的报告，我希望这份有趋势性指导意义的报告能够给予高净值人群在赠礼方面提供比较有价值的信息，同时期望品牌能够通过报告得到启发，对品牌定位和产品调整提供参考。根据胡润“2017至尚优品品牌倾向调研”显示，中国高净值人群赠礼市场达3,000亿元，三年后将达到3,900亿元的规模。面对这么大的赠礼市场，2016年12月至2017年5月胡润百富与MEC尚扬媒介合作完成2017中国高净值人群情谊往来白皮书调研工作。在中国大陆14 个城市进行了问卷调查，共有 507 位有过赠礼经历的高净值人士接受访问，他们平均年龄41岁，平均财富2,200万元，扣除所得税、贷款之后，家庭年均现金收入417万元。同时，项目组还在北京、上海、广州、西安四个地区开展了高净值人士一对一定性面访，共计 16 位。白皮书有三个令我印象比较深刻的发现，一是中国高净值人群对于赠礼非常重视，92%的被访者表示赠礼在他们生活中发挥着重要作用，过去1年中人均在赠礼上花费达26.1万元，人均赠礼总计34.4次。与过去三年相比，五成以上的高净值人群表示赠礼次数和花费均变得更多。二是随着高净值人群对健康管理的关注度越来越高，“健康产品”是他们目前最常赠送的礼品品类之一，而在未来赠礼时，他们对“健康”类礼品的倾向最为明显，选择比例达89%。第三个重要发现是，中国高端消费者对奢侈品的热情已经连续两年上升，六成受访者表示，与过去三年相比，送“奢侈品”次数有所增加，其中“比以前多了很多”的人群占比达到 18%。在这些有送“奢侈品”经历的人群中，年度奢侈品赠礼次数占总赠礼次数的54%，年平均赠礼花费超过31万元，远高于没有“奢侈品”赠礼经历人群的9万元 / 年。我们希望您能从此白皮书中获取最有价值的信息，也欢迎您提供宝贵建议。感谢您的阅读，期待您与我们的互动与交流！depth analysis of gift-giving among Chinas HNWIs ever to be published. I sincerely hope this on-trend analysis can provide valuable information for Chinas affluent in their gifting decisions, and at the same time, offer a reference point for brands looking to adjust their product range and branding according to their target markets preferences.The results of the Hurun Best of the Best Awards 2017 show that the market for gifts among Chinas HNWI is worth up to 300 billion yuan, and could potentially reach 390 billion yuan in the next three years. With the vast scale of this market in mind, Hurun Report and MEC cooperated over six months from December 2016 to May 2017 to research and complete the China HNWI Gifting White Paper. Research encompassed 14 cities in mainland China, with 507 HNWIs filling in surveys of their gifting behavior. Their age averaged 41 years, their wealth amounted to 22 million yuan per capita, and they have 4.2 million yuan of disposable income annually. A further 16 wealthy individuals were interviewed by our teams based in Shanghai, Beijing, Guangzhou and Xian.This White Paper makes three particularly noteworthy revelations. One is that Chinas HNWIs attach very strong importance to gift-giving, with 92% of respondents reporting that it plays a significant role in their lives. The fact that they have spent an average of 261,000 RMB on it, on the 34.4 times they gave gifts to others over the past year. Over the past three years, more than half of HNWIs have indicated that they have both spent more on gifts and given them out more often. Secondly, HNWIs are becoming increasingly health conscious, with healthcare products becoming one of the most common gifts among them. A very high proportion, 89%, intend to send such items as gifts in the future. Thirdly, their enthusiasm for luxury goods has been steadily on the rise over the past two years, with 60% of them reporting themselves more likely to send luxury goods as gifts than previously. Among them, those much more likely to do so amounted to 18%. Those who opt to gift luxury items did so 54% of the time, and spent an average of 310,000 RMB on gifting, much more than the 90,000 RMB spent by those who did not choose them. We hope that you will find this White Paper informative, and we look forward to receiving your feedback. Enjoy reading, and please do get in touch!深度分析高净值人群情谊往来的报告In-depth analysis of gift-giving among Chinas HNWIs 6新疆 Xinjiang青海 Qinghai甘肃 Gansu西藏 Xizang890 0.07% -1.11%850 0.06% 6.25%550 0.04% 10.00%3,800 0.28% 2.70%中国高净值人群数量与增长率Number and Growth Rate of Chinas HNWIs201120122013201420152016年份Year9.7%6.3%2.5%3.8%11.0%10.7%增幅Growth rate960,0001,020,0001,050,0001,090,0001,210,0001,340,000千万高净值人数Number of HNWIs with CNY 10 million or moreSize and DistributionAccording to Hurun Research Institute data, as of May 2016, there are around 1.34 million HNWIs with more than 10 million RMB assets and 规模及分布截止2016年5月，中国大陆拥有千万高净值人群134万，亿万高净值人群8.9万，广东取代北京成为最多千万高净值人群地区，浙江亿万高净值人群数量首次超过一万。2016 千万资产人数 Number of individuals with CNY 10 million in 20162015 年增长比例 Proportion2015 年增幅 Growth rate中国千万资产人群数量及分布Number and Distribution of Individuals with 10 Million RMB89 thousand HNWIs with more than 100 million RMB assets in mainland China. Guangdong has taken the place of Beijing and become the place where there is the highest number of HNWIs with more than 10 million RMB assets. The number of billionaires in Zhejiang, for the first time, over 10,000.数据来源：胡润研究院 |Sourse: Hurun Research InstituteSCALE OF CHINESE HNWIS中国高净值人群规模* 白皮书的数据由胡润基于胡润的高净值人群库进行采集。数据结果仅代表参与调研的年平均收入为417 万元的 507 名高净值受访者的个人行为（样本构成多数为企业主或家族企业成员），不涉及公司与企业行为与态度，也并不代表调研参与机构的公司文化与态度。7 四川 Sichuan32,400 2.42% 6.58%云南 Yunnan8,200 0.61% 9.33%黑龙江 Heilongjiang12,500 0.93% 0.81%吉林 Jilin9,500 0.71% 5.56%辽宁 Liaoning32,000 2.39% 0.95%天津 Tianjin23,600 1.76% 5.36%山东 Shandong46,900 3.50% 7.32%江苏 Jiangsu98,000 7.31% 11.36%No.3上海 Shanghai205,000 15.30% 13.26%安徽 Anhui11,500 0.86% 6.48%浙江 Zhejiang160,000 11.94% 9.59%江西 Jiangxi11,800 0.88% 7.27%福建 Fujian48,000 3.58% 9.09%海南 Hainan5,200 0.39% 8.33%No.1广东 Guangdong240,000 17.91% 17.65%重庆 Chongqing15,700 1.17% 9.79%广西 Guangxi7,200 0.54% 9.09%湖南 Hunan17,900 1.34% 4.07%湖北 Hubei18,000 1.34% 9.09%河南 Henan23,100 1.72% 7.44%贵州 Guizhou4,410 0.33% 13.08%陕西 Shanxi17,000 1.27% 3.66%No.2北京 Beijing238,000 17.76% 11.21%山西 Shanxi16,100 1.20% 1.26%河北 Hebei17,500 1.31% 2.34%宁夏 Ningxia1,100 0.08% 10.00%南海区域South China Sea Region13,300 0.99% 2.31%内蒙古 NeimengguHURUN 研究 Research数据来源：胡润研究院 |Sourse: Hurun Research Institute 8看点概览INTERESTINGFINDINGS一、年度赠礼总计达34.4次，年度平均赠礼花费 26.1 万过去一年中，高净值人群人均赠礼总计34.4次，赠礼总花费为26.1万，在送礼花费的投入上，高净值人群表示关系越亲，投入越高。分人群看，5000万以上资产人群年度赠礼花费达 43.4 万，比 1000-5000 万资产人群高出近3倍。与过去三年相比，五成以上的高净值人群表示赠礼次数和花费均变得更多。二、现金类、烟酒茶和健康产品是最常送的三个赠礼品类72%的受访者表示，现金类是他们最常送的礼品品类，包括红包、现金和购物卡券。烟酒茶占比达到67%。健康产品的赠送达到44%，包括传统滋补品或中药材和现代保健品。三、春节赠礼最多，其次是生日和中秋节“节日”是高净值人群最普遍赠礼的场合，尤其是中国的两大传统节日去年有92%的人在“春节”赠过礼，83% 在“中秋节”赠过礼。此外，在“生日”和“纪念日”赠礼的比例也很高，分别为 87% 和 64%。四、礼品基本三要素：产品、品牌、价格高净值人群在选购礼品时主要考虑三个方面 ：产品、品牌和价格 产品： “品质和工艺好”（87%）、“实用性”（85%）、“独特性”（77%）以及“包装精美”（74%）是最主要的考虑因素 ； 品牌 ： 最多考虑的是“有档次、体面”1.Gifting done 34.4 times annually, average of 261,000 RMB spentOver the past year, HNWIs sent gifts an average of 34.4 times and spent an average of 261,000 RMB. When it comes to gifting expenditure, this shows that the closer ones relationship, the more that is spent. Among those with over 50 million RMB of assets, average annual spending on gifting amounted to 434,000 RMB, three times more than those with 10-50 million RMB. Compared with the past three years, more than 50% of HNWIs have spent more on gifting, and done it more often.2. Cash, tobacco, alcohol, and tea, and healthcare products are the most popular kinds of gift72% of respondents indicated that cash-type items, including red envelopes and shopping card vouchers, constituted their most frequently-sent gifts. Tobacco, alcohol, and tea accounted for 67%. Healthcare products were chosen by 44%, including both traditional health supplements and modern healthcare products.3. Chinese New Year is the most common occasion, followed by birthdays and Mid-Autumn FestivalFestivals are the most common occasions for gifting among HNWIs, especially during the two main dates in the traditional calendar - 92% sent gifts during Chinese New Year, and 83% sent them in the Mid-Autumn Festival period. Birthdays and anniversaries are also common, with 87% and 64% gifting others on these occasions.4. The three main gifting considerations - product, brand and priceHNWIs mainly consider the following three aspects when buying gifts. Product: good quality and craftsmanship(87%), practicality (85%), uniqueness (77%) and attractive packaging (74%) are the main aspects considered. Brand: important factors include high-end, to gain Mianzi(90%), well-known brand (83%) and whether brand fits with giftees self-image (80%). Price: price meets the giftees expectations (61%) is the main consideration as far as pricing is concerned.In addition, 73% consider the giftees needs or preferences.5. Females follow their hearts, males more efficient27% of HNWIs encounter difficulties when gifting. Their three main concerns are unclear about giftees needs or preferences (57%), time and effort spent in selecting gifts (50%) and giftees are hard to impress(49%). 9 （90%）、“知名品牌”（83%）和“品牌是否符合对方的形象”（80%）； 价格 ：是否“符合收礼人的期待和接受度”（61%）是最核心的考量 ；此外，他们赠礼讲究投其所好，73%的人在选购时会考虑“对方的需求和喜好”。五、女性选礼更走心，男性选礼更讲究效率27%的高净值人群表示赠礼有难度。其中，最令他们困扰的三方面是：“不清楚对方的需求或喜好”（57%）、“挑选费时费力”（50%）、“难以打动对方或让对方印象深刻”（49%）。男、女性在送礼上有着较大的差异，女性更“享受挑选礼物和给别人赠送礼物的过程”（54%），她们会更多因“难以做到新颖”（48%）和“难以找到罕见或稀有的礼物”（29%）而烦恼。男性则更讲究选礼的方便性和高效性，他们会更多因“挑选费时费力”（60%）而困扰。六、国内实体店是购买礼品的最主要渠道97%的高净值人群有在国内线下实体店购买过礼品。其中，“品牌专卖店、专柜”（76%）、“百货商店、购物中心”（68%）和“朋友资源”（58%）的使用率高。同时，74% 的人有从境外购买过礼品，其中，超过一半的人有“自己境外购买”的经历。在网上购买礼品的人数占比为 69%。七、近九成赠礼者未来更倾向于“健康”类礼品随着高净值人群对健康管理的关注度越来越高，未来在