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2015全球奢侈品力量調查報告

透析如何掌握消費族群

因應科技發展的快速變遷及可攜裝置應用的快速成熟影響,奢侈品業者需要重新評估科技應用對於企業的策略定位,以及如何利用新科技來掌握消費族群的需求取向,以維持競爭優勢

Deloitte Touche Tohmatsu Limited is pleased to present the third annual Global Powers of Luxury Goods. The report examines and lists the 100 largest luxury goods companies globally, based on publicly available data for consolidated sales of luxury goods in financial year 2014 (which we define as financial years ending within the 12 months to 30 June 2015). It also provides an outlook on the global economy; an analysis of merger and acquisition activity in the industry and discusses the key forces shaping the luxury market.

The world’s 100 largest luxury goods companies generated sales of $222 billion in financial year 2014, 3.6 percent higher year-on-year. The average luxury goods annual sales for a Top 100 company is now $2.2 billion.

Key findings from the report include:

  • Discipline by design: luxury’s new normal – The luxury goods sector has now passed the mid-point of the ‘decade of change.’ The first half was characterized by the Chinese consumer and the explosion in the use of digital technology. The second half of the decade is expected to be characterized by discipline. The external environment is likely to change in a number of crucial areas: an evolution in consumer buying behaviors; the merging of channels and business model complexity; an increase in international travel; the growing importance of the millennial consumer; and the continued impact of the global economy. All of these factors create opportunities for the luxury goods sector.
  • Demand for luxury goods still growing profitably – Sales for the world's 100 largest luxury goods companies continued to grow despite economic challenges, although the rate of growth was less than in previous years. Profit margins were higher than the previous year and the polarization of company performance was greater, with more high performers achieving double-digit luxury goods sales growth and profit margins, and also more companies experiencing double-digit sales decline.
  • Italy is once again the leading luxury goods country in terms of number of companies – With 29 companies in the Top 100 it has more than double the number based in the US, which has the second-largest number. However, Italian companies account for only 17 percent of luxury goods sales in the Top 100 – these predominantly family-owned Italian companies are much smaller, with average luxury goods size of $1.3 billion, compared to $3.1 billion for US companies.
Global Powers of Luxury Goods 2016

勤業眾信(Deloitte)近期發佈第二屆「2015 年全球奢侈品力量調查及分析報告(Global Powers of Luxury Goods  2015)」。根據2013年公司年銷售額表現,選出全球百大奢侈品公司。這份報告更揭露了未來全球科技及消費趨勢,包括奢侈品市場、區域與產品類別分析,以及如何利用新科技來掌握消費者未來的需求取向,以維持競爭優勢。在電子商務與實體服務並存的市場現況下,如何利用科技工具的同時,傳達品牌價值給消費者,同時讓可攜裝置在融入奢侈品牌設計發展上更符合市場需求,是當今與未來奢侈品業的努力方向。

在珠寶及手表產品類別中,位於大陸香港地區的奢侈品公司營收排名大幅提高,多家公司首次名列前一百排行榜中,其中周大福珠寶不僅首次入榜,並晉升百大前四強,反映出近年來消費者買金保值的趨勢,另外國際金價下滑引起「淘金」效應,導致市場氣氛和消費者信心均有所改善,珠寶商也因此受惠。

調查顯示奢侈品產業中前二十大成長最快速的品牌平均年複合成長率達23.1%,並有四分之一來自大陸香港地區;全球奢侈品企業一百強在經濟景氣增長乏力的環境下,仍創下2,142億美元的銷售額。

研究同時顯示,過去兩年至今,奢侈品企業將網羅更多獨特且風格創新的設計作品,並納入自家品牌行列之中,而企業為了增加其品牌於整個奢侈品產業的領先地位,將紛紛透過品牌併購的方式,將市場上獨特且具一定聲望的品牌納入旗下陣容;透過併購,可以幫助企業本身提供消費者更多元化的產品,增加其銷售管道,在未來奢侈品產業尋求穩定成長與擴張的同時,併購將是扮演未來奢侈品產業的主要活動之一。

中文版摘要

2015全球奢侈品力量調查報告

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