2018年奢侈品广告支出预测（英文）-4mb

Luxury Advertising Expenditure Forecasts Summary (2018)

Core Content

Publicis Media, part of Publicis Groupe, released the 2018 edition of its Luxury Advertising Expenditure Forecasts report. This report provides insights into the growth of luxury advertising across 23 global markets, including the introduction of a new category: luxury hospitality. The report highlights the shift in advertising strategies, emphasizing the role of digital media as the primary driver of growth in the luxury sector.

Main Viewpoints

• Global Luxury Ad Market Growth: The luxury ad market showed unexpected growth in 2016, with a 1.1% increase, surpassing initial expectations of a 0.5% decline. Global economic performance in key markets offset geopolitical risks. In 2017, the market grew by 0.7%, and is projected to grow by 2.4% in 2018 and 2.8% in 2019, reaching over US$12 billion in 2018 for the first time.

• Digital Dominance: Digital advertising is the sole driver of growth in the luxury sector. It is forecasted to grow by 11.7% annually between 2017 and 2019, while print and television advertising are expected to decline. Digital will surpass television to become the largest advertising medium for digital brands by 2018.

• Market Composition: The report categorizes luxury advertising into five sub-sectors: luxury fashion & accessories, watches & jewellery, fragrances & beauty, luxury automobiles, and luxury hospitality. In 2019, luxury hospitality is expected to have the highest share of digital advertising, at 53%, followed by automobiles (41%), watches & jewellery (31%), fragrances & beauty (32%), and fashion & accessories (15%).

• Regional Breakdown:

  • North America, Europe, and APAC are the largest contributors to luxury adspend in dollar terms.
  • China and the USA alone account for 75% of the additional dollars spent by luxury brands by 2019.
  • China is the most digital market, with over 70% of its luxury adspend allocated to digital in 2019.
  • Western Europe includes France, Germany, Italy, Netherlands, Spain, Switzerland, and the UK, which collectively are the largest luxury adspend regions.

Key Information

• Digital Advertising Categories: The report updates the categorization of digital advertising into display, search, video, social, and all other digital.
• Data Availability: Some countries lack data in certain categories, such as:
  • Peru and Taiwan have no display data.
  • Australia, Peru, Russia, Switzerland, and Taiwan have no search data.
  • Australia, Brazil, Hong Kong, Malaysia, Mexico, Peru, Russia, Switzerland, and Taiwan have no video data.
  • Social media data is only available for Colombia, Germany, Italy, Malaysia, Netherlands, South Korea, UK, and USA.
  • All other digital data is available for China, Colombia, Italy, Malaysia, MENA, Netherlands, Spain, Switzerland, and the UK.
• E-commerce Growth: E-commerce advertising is rising rapidly, especially in China, where it is expected to reach US$335 million in 2019, or approximately 14% of total Chinese luxury adspend.
• High vs. Broad Luxury:
  • High luxury (fashion & accessories, watches & jewellery) is more concentrated in magazines (57% in 2017) and has a smaller share of digital media.
  • Broad luxury (automobiles, fragrances & beauty, hospitality) is more diversified and spends more on television and digital.
  • By 2019, digital is expected to overtake television as the dominant medium for broad luxury.
• China's Market Trends:
  • Chinese consumers spent US$27.6 billion on luxury in 2016, up 10.4% from 2014.
  • The weakening of the RMB reduced price differences between China and international markets.
  • Import rules were eased in 2017, reducing the time to receive imported goods from three months to three days.
  • Millennials are becoming the main consumers of luxury, with 47% of Chinese millennials expressing interest in luxury brands.
  • Luxury brands are increasingly using digital channels, especially e-commerce and social media, and are forming partnerships with Chinese influencers.
  • Digital adspend in China is expected to grow by 5.5% in 2018.
• France's Recovery: The French luxury market improved in 2017 with increased tourism and economic growth. The GDP growth of 2% and rising consumer confidence are expected to continue supporting the market.

Summary Tables

Top 5 Most Digital Countries (Share of Digital in the Media Split)

Luxury Advertising Expenditure by Medium (2017–2019)

Luxury Advertising Expenditure by Sub-sector (2017–2019)

Luxury Adspend by Medium (2017–2019)

Conclusion

The 2018 Luxury Advertising Expenditure Forecasts report by Publicis Media highlights the increasing dominance of digital advertising in the luxury sector. With China leading the digital shift and luxury hospitality emerging as a new focus, the report underscores the importance of digital media in driving growth. The report also shows that broad luxury is becoming more digital-oriented, while high luxury remains more reliant on traditional media. As the luxury market continues to evolve, digital channels are expected to play an even more significant role in shaping advertising strategies.