原创 徐菲远 华夏酒报 今天
According to the latest Hurun Chinese Luxury Consumer Survey 2020, drinking among high-net-worth individuals (HNWI) in China has grown 13% with 88% of them enjoying various forms of drinks and with an ever-growing preference for wine.
The survey interviewed 483 HNWIs in China. Their average total net asset value was 46 million RMB, with 51 of them holding over 1 billion RMB in assets. The interviewees were 36 years-old on average with a gender composition of 55% male and 45% female.
Interestingly, when considering a gift for men, wine had taken-over from high-end baijiu as the third most favourite category after electronic gadgets and timepieces.
Despite a decline from 2018, wine is still the most sought-after category (39%) for the HNWI group. The product is more popular among ladies than men however. The average spend on a bottle of wine was 850 RMB, while for the ultra HNWI, they are willing to spend 937 RMB in average.
Baijiu is their second favourite drink, however there was a 12% drop from last year. The average spend on the product is 1,200 RMB. Men are still the predominant drinkers of baijiu.
In terms of purchasing channels, 75% of the respondees still prefer off-line channels. Standalone boutiques of various baijiu brands are their most reliable channel, and it is where 60% of HNWIs acquire their baijius.
Whisky has also seen a rise in popularity with 22% of respondents stating a liking for it. The growth in preference is rather prominent for the ultra HNWI group. Meanwhile, this year Champagne’s popularity slumped from a 21% preference rate in 2019 to 15% in this report.
中国精英人士偏爱葡萄酒超过白酒
根据最新的《2020年胡润中国奢侈品消费者调查》，中国高净值人群的饮酒支出增长了13％，其中有88％的人喜欢各种饮品，并且对葡萄酒的偏好不断上升。
该调查采访了483名中国富裕人士。他们的平均总资产净值为4600万元，其中51人的资产超过10亿元。受访者平均年龄为36岁，性别构成为男性55％，女性45％。
有趣的是，在考虑作为送给男性的礼品时，葡萄酒已经超过高档白酒，成为仅次于电子产品和钟表的第三大最受欢迎的类别。
尽管与2018年相比有所下降，但葡萄酒仍然是富裕人群中最受欢迎的类别（39％）。然而，葡萄酒在女士中较男士更受欢迎。一瓶葡萄酒的平均花费为850元，而这些富裕人士愿意为一瓶葡萄酒花费937元。
白酒是他们第二喜欢的饮品，但消费支出比上年下降了12％。这一群体对于白酒的平均支出为1200元人民币。男性仍然是白酒的主要消费者。
渠道方面，75％的受访者更喜欢线下渠道。拥有各种白酒品牌的独立精品店是最可靠的渠道，60％的富裕人士选择在这里购买白酒。
威士忌的受欢迎程度也有所提升，有22％的受访者表示喜欢威士忌，高净值人群对其偏好的增长相当显著。同时，香槟的受欢迎程度从2019年的21％下降到今年的15％。
原载于Overproof
编译：华夏酒报记者徐菲远
