The Future ofAffluent ConsumersConsumptionCEIBSIpsosTheNewWealthEra:DecodingAffluentConsumerBehavior&Market Opportunities张玲玲副教授Izhang@Ceibs.edu李丽真资深研究总监Abby.Lee@lpsos.com
IntroductionBackground:With rapid economic arowth and wealth accumulation, China has becomethe world'slargesthigh-net-worthpopulationby volume.From2010 to2020, the number of households with over RMB 1 million ininvestableassetsgrewnearlytenfold,fuelingtheriseofasoohisticated anddiversified oremium consumotionmarket.Todav.Gen Y and Gen Xremain the core force behind high-end spendingMeanwhile.GenZ-shapedbvdiaitalfluencv.strona self-awareness. andintergenerational wealth-has emerged as a new driver of markettrendsTheir consumption is highly individual, emotionally expressive, andsociallycharged,reflectingashiftfromstatus-drivenspendinatovalue-based lifestyleexpression.
合CEIBSAt the same time, the Silver generation-experienced,financiallystable, and increasingly open to lifestyle upgrades-is emerging as anunderexplored vet promising seament. Their demand for qualityhealth,andmeaningfulexperiencespresentsnewooportunitiesforbrands lookinq to serve a growing and loval premlum audlence,Thisevolvinaconsumerlandscapecallsfor brandstorethinkhow theydefine"premium"and"luxury."AffluentChineseconsumers are notjust chasinglabels-they're curatingidentity, meaning, and connection througheverypurchase.GAMECHANGERS
合CEIBSResearch MethodologyThis report is based on in-depth interviews with 15 affluent consumers and4experts, spanning four generations(Silvers 80s, 90s, 00s.UsingIpsos UU China s qualitative framework, the study explores how wealthvalues, and generational differences shape premlum consumption across keylifestyle categorieseGAMECHANGERS
合CEIBSRespondents profile-ExpertConsultingFast Moving Consumer Goods(FCMGName:Mr.YanName:Ms.MirandaOccupation: ConsumerDigitalOccupation:MarketingandOperations and Retail ConsultingBrand Operationsin theFastMovina Consumer BeautyIndustryInvestmentInvestmentName:Mr.LiuatillenllitallName:Ms.SunOccupation:InvestmentOccupation;Venture capitalanalvst/investor,focusing on thepractitioners and financialconsumer and technology sectors,advisorsGAMECHANGERS
合CEIBSRespondents profile-ConsumerGenerationNameGenderAgeOccupationMr.LiMale心Financial Technoloavat a bankVickyFemale26RealFstateDeveloomentinafamilv-owned companyGenReneeFemale25HumanResources in aforeian enterpriseJuneFemale25EntrepreneurItolFemale25Digitalization in the manufacturing industryMs.ShiFemale32HighEducationMs.ZhangFemale28MBAstudentGenYMr.TanMale33VicePresidentinthefinanceindustryMr.WuMale33FinanceGAMECHANGERS
合CEIBSRespondents profile-ConsumerGenerationNameGenderAgeOccupationMr.ZhaoMale38AccountmanageratAmazonNingHuFemaleGVicePresidentinacosmetics companyGenXMs.ZhuFemale41Managementin medicalsupply companJingZhangFemale50AdvertisinacompanventrepreneurMr.LiuMale63SilverMs.HuFemale50Partner ofafood orocessina and manufacturing companyMs.ChenFemale57InsuranceGAMECHANGERS
合CEIBSDefinition of CateaoriesSkincare/SportsCosmeticsSkincareandcosmeticSportactivitiesSportMembershipTrainingproductsequipmentHealth/TravelAccommoda...
