2018奢侈品广告支出预测（英文版）-4mb

Luxury Advertising Expenditure Forecasts Summary (2018)

Core Content

Publicis Media, part of the Publicis Groupe, released the 2018 edition of its Luxury Advertising Expenditure Forecasts. The report highlights the growth of the luxury advertising market, emphasizing the increasing role of digital media and the expansion of the luxury hospitality segment.

Key Findings

Global Luxury Advertising Market Growth

• The luxury ad market showed unexpected growth in 2016, increasing by 1.1% compared to an estimated 0.5% decline.
• In 2017, the global luxury ad market grew by 0.7%, and it is expected to grow by 2.4% in 2018 and 2.8% in 2019, surpassing US$12 billion for the first time in 2018.
• China and the USA are expected to account for 75% of the additional ad spend by luxury brands by 2019.

Digital Advertising Dominance

• Digital advertising is the sole driver of luxury ad growth, with an average annual increase of 11.7% from 2017 to 2019.
• Print advertising is expected to shrink by 3.9% annually, while television will grow by just 0.3%.
• In 2018, digital advertising will overtake television to become the largest medium for digital brands.

Media Spend Distribution

• 2017: Digital accounted for 29.9% of total luxury ad spend.
• 2019: Digital's share is projected to rise to 35.4%.
• The report includes a detailed breakdown of ad spend by medium for different regions and sub-sectors.

Sub-sector Analysis

• Luxury Hospitality: A new segment in the report, which is growing rapidly and heavily reliant on digital advertising. In 2017, 46% of its ad spend was digital, rising to 53% by 2019.
• Automobiles: Digital accounted for 37% of ad spend in 2017, increasing to 41% in 2019.
• Watches & Jewellery: Digital accounted for 26% in 2017, rising to 31% in 2019.
• Fragrances & Beauty: Digital accounted for 22% in 2017, increasing to 32% in 2019.
• Fashion & Accessories: Digital accounted for only 12% in 2017, remaining the least digital sub-sector.

Regional Breakdown

• North America: The USA is the sole market in this region.
• Western Europe: Includes France, Germany, Italy, Netherlands, Spain, Switzerland, and the UK.
• Eastern Europe: Russia is the only market included.
• APAC: Includes Australia, Hong Kong, Japan, Singapore, South Korea, China, Malaysia, and Taiwan.
• Latin America: Includes Brazil, Colombia, Mexico, and Peru.
• MENA: Includes Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, Syria, Tunisia, and the UAE.

Notes on Data Availability

• Some markets lack data for certain digital categories:
  • Peru and Taiwan: No display data.
  • Australia, Peru, Russia, Switzerland, and Taiwan: No search data.
  • Australia, Brazil, Hong Kong, Malaysia, Mexico, Peru, Russia, Switzerland, and Taiwan: No video data.
  • Colombia, Germany, Italy, Malaysia, Netherlands, South Korea, UK, and USA: Social media data available.
  • China, Colombia, Italy, Malaysia, MENA, Netherlands, Spain, Switzerland, and UK: 'All other digital' data available.
  • Japan and South Africa: No digital data available.

Exchange Rates (2016)

• Used to convert local currencies to USD:
  • Australia: 1.34
  • Brazil: 3.48
  • Colombia: 3,055.26
  • China: 6.64
  • France: 0.90
  • Germany: 0.90
  • Hong Kong: 7.76
  • Italy: 0.90
  • Japan: 108.79
  • Malaysia: 4.15
  • Mexico: 18.66
  • Netherlands: 0.90
  • Peru: 3.38
  • Russia: 67.06
  • Singapore: 1.38
  • South Africa: 14.71
  • South Korea: 1,160.27
  • Spain: 0.90
  • Switzerland: 0.99
  • Taiwan: 32.33
  • UAE: 3.67
  • UK: 0.74
  • USA: 1.00

Top Digital Markets

• 2017:
  • China: 53.3%
  • Netherlands: 46.0%
  • Germany: 37.4%
  • UK: 36.0%
  • Hong Kong: 31.1%
• 2019:
  • China: 68.0%
  • Netherlands: 51.6%
  • Germany: 42.7%
  • UK: 39.9%
  • Hong Kong: 38.6%

High vs. Broad Luxury

• High Luxury: Includes fashion & accessories and watches & jewellery. In 2017, it accounted for 24% of total luxury ad spend, with 57% allocated to magazines.
  • Expected to shift to 23% of total ad spend in 2019, with 55% in magazines and 23% in digital.
• Broad Luxury: Includes automobiles, fragrances & beauty, and hospitality. In 2017, it accounted for 76% of total luxury ad spend, with 41% in television.
  • Expected to shift to 77% of total ad spend in 2019, with digital overtaking television (39% vs. 38%).

China's Role in the Luxury Market

• 2016: Chinese consumers spent US$27.6 billion on luxuries, a 10.4% increase from 2014.
• Import Rules: Eased in 2017, reducing the import process for skincare products from three months to three days.
• Millennials: A significant consumer group, with 47% expressing interest in luxury brands, driven by a desire to stand out and express individuality.
• Digital Advertising: China is the most digital market, with 53.3% of its ad spend in 2017 and expected to reach 68% by 2019.
• E-commerce: Grew rapidly, accounting for 9% of total luxury sales and expected to reach US$335 million in 2019.

Luxury Accessibility

• Luxury brands are becoming more accessible to ordinary Chinese consumers through entry-level products and expanded e-commerce activities.
• Brands such as Maserati, Armani, and Lexus are engaging in Double 11, the largest e-commerce shopping festival in China.
• Partnerships with Chinese influencers, like Zhou Dong Yu, Zhao Li Ying, and Kris Wu, are becoming common.

French Market Recovery

• The French luxury market faced challenges in 2016 due to terrorism and political tensions.
• The election of a new president in 2017 led to an increase in inbound tourists to Paris.
• The French economy improved in 2017 with a 2% GDP growth, the highest in six years.
• Euromonitor predicts a 3% increase in luxury sales in 2018.

Conclusion

The 2018 report underscores the significant shift towards digital advertising in the luxury sector, with China leading in digital ad spend and the hospitality segment emerging as a key growth area. The report provides a comprehensive view of the global luxury advertising landscape, highlighting the importance of digital channels and the changing consumer profiles in major markets.