尚扬媒介中國高净值人群情誼往來白皮書CHINA HNWI GIFTING WHITE PAPERwww.docin.com尚扬媒介欢迎阅读MEC尚扬媒介与胡润Welcome to the MEC China序言百富合作发布的《中国高净值人群情HNWI Gifting White Paper,pro-谊往来白皮书》。duced in partnership with Hurun.PREFACE中国赠礼文化和行为是非常值Gifting is a fascinating subject.得探讨的议题。从过去到现在，尽though the motivations and influ-管人们赠礼的原因和影响因素有所ences have changed over time,it高顿Gordon Doml叮a变化，但它的重要性却始终不变。is as relevant and important now尚扬媒介中国首席执行官而要洞悉消费者赠礼的意识、需求as it ever has been.To truly under-MEC China CEO和行为，则须将视角根植于中国的stand consumers'mindset,needs文化和社会背景。and behavior when it comes to中国在赠礼文化和行为上有其独luxury gifting we have to ground到之处，它受到关系和人情文化的深our insight in cultural and societal远影响。关系和人情文化源于中国儒influence.家的社会哲学，既强调人际关系的重China is unique in the world要性，又讲究人际间亲流有别的层级in gifting behavior:the ideas of关系，从而维护社会和经济秩序。Guanxi and Renqing are deeply在中国，礼物所承载的意义是亘rooted in the Chinese social phi-古不变的。即便在当下，赠礼仍深度losophy of Confucianism,which渗透于国人的生活，尤其对于高净值stresses the importance of rela-人群而言，赠礼在他们的生活中发挥tionships and associating oneself若愈发重要的作用。with others in a hierarchical man-ner,in order to maintain social andeconomic order.www.docin.The meaning of gifting hasbeen carried through thousandsof years'history.Now in modernChina,it is deeply immersed inpeople's lives,and particularly forhigh net worth individuals (HNWIs]plays a more critical role than everbefore.尚扬媒介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At MEC we are driven bya desire to understandconsumers and therebycreate opportunitiesto connect people withThe gifting market in China is developing rap-experiencesidly.Consumers are attracted to experience beyondmaterial satisfaction,while more attention to theGuanxi network is leading to higher involvement andconsideration in gifting.At the same time increas-ing gifting choices,occasions and concepts that arepromoted by marketers across different categoriesdocare creating more opportunities for individuals andbrandsAt MEC we are driven by a desire to under-stand consumers and thereby create opportunitiesto connect people with experiences.In this white中国的礼品市场正莲勃发展。消费者越来越注重物质paper,our analysis and point of view is rooted in a之外的满足，也越来越重视身边的关系网络，因而，他们的profound understanding of Chinese culture,and赠礼参与度也越来越高。与此同时，各行各业也充溢著形式how it impacts gifting needs and behavior.We intro-多样的礼品营销，这也为消费者提供了更多的礼品选择、赠duced the definition and special characteristics of礼场合和概念，同时为品牌自身创造了更多的商机。Chinese Guanxi and Renqing-oriented society,andMEC旨在基于消费者洞察，帮助企业和品牌开拓其与the role that gifting plays.You can read our discov-消费者连接的机会点。在白皮书中，我们的同察和观点源ery of the importance of gifting and the insight that自于对中国关系文化的深入理解，以及关系文化对赠礼需goes into fundamental questions such as who,what,求和行为的影响。我们介绍了中国关系文化和人情社会的where and how gifting purchase decisions are made.定义与特点，阐释了赠礼在其中所扮演的角色。通过阅读Through our proprietary research and planning白皮书，您可以了解赠礼在中国的重要性，了解中国人为approach,MEC Momentum,we identified what really何赠礼、给谁赠礼、赠什么礼、何时赠礼以及如何赠礼的matters to HNWIs in terms of gifting at the critical讲究和门道。同时，通过专属的研究和策划方法论，MECstages of their decision making journey.This deepMOMENTUM,我们归纳了高净值人群在赠礼决策中的每analysis reveals the value of understanding this topic一个关键阶段，以及在每一个阶段上的影响因素。我们的深from multiple and critical dimensions,and what op-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portunities it brings.中所蕴含的商机。I hope this White Paper will help you understand希望这本白皮书可以让您更深入地了解中国人如何赠more about Gifting in China,particularly for modern礼，特别是高净值人群在赠礼上的文化和讲究，帮助您探寻HNWIs,and help you find potential opportunities to到潜在的商业机会。grow your business.阅读愉快。Enjoy reading.2尚扬媒介HURUN REPORT目录CONTENT01序言PREFACE04开篇OPENING06中国高净值人群规模SCALE OF CHINESE HNWIS08看点概览INTERESTING FINDINGS10第一章：解读中国式“关系”CHAPTER 1:CHINESE GUANXIcin.com16第二章：高净值人群赠礼行为概览CHAPTER 2:OVERVIEW OF HNWIS'GIFTING BEHAVIOR39第三章：对核心群体赠礼的行为CHAPTER 3:GIFTING BEHAVIOR FOR CORE GROUPS52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 GIFTING62关于MEC尚扬媒介ABOUT MEC63关于胡润百富ABOUT HURUN65研究方法及版权声明RESEARCH METHODS COPYRIGHT STATEMENT