Singapore – 29 August 2024 – Latest data from Nielsen Ad Intel shows advertising spend in the luxury goods sector across key Asian markets grew 12% from H2 2023 to H1 2024. Those key markets, consisting of Hong Kong, Indonesia, Malaysia, Philippines, South Korea, Singapore, and Thailand saw total ad investment in the sector jump from $1.26 billion in H2 2023 to more than $1.4 billion in H1 2024.*
Thailand memimpin pertumbuhan dengan peningkatan sebesar 214% di sektor ini, diikuti oleh Korea Selatan sebesar 24%, dan Indonesia sebesar 6%.
Di seluruh pasar utama yang digabungkan, lima merek mewah teratas berdasarkan belanja iklan pada H1 2024 adalah:
- Chanel
- Christian Dior
- Cartier
- Rolex
- Gucci
Merek-merek mewah terkemuka berdasarkan belanja iklan untuk H1 2024 di setiap pasar utama adalah:
- Hong Kong: Chanel, Cartier, Christian Dior, Rolex, Swarovski
- Indonesia: Rolex, Audemars Piguet, La Mer, Chanel, Coach
- Malaysia: Rolex, Cartier, Chanel, Gucci, Fendi
- Philippines: Rolex, Hermes, Jo Malone, Polo Ralph Lauren, Gucci
- Singapore: Rolex, Chanel, Christian Dior, Gucci, Hermes
- South Korea: Chanel, Christian Dior, Gucci, BVLGARI, Prada
- Thailand: Chanel, Christian Dior, Swarovski, BVLGARI, Coach
Temuan ini didukung oleh data Nielsen Media Analytics, yang menyoroti peningkatan permintaan yang signifikan untuk merek-merek mewah di seluruh Asia.
Penelitian Nielsen Media Analytics juga mengidentifikasi korelasi yang kuat antara konsumen merek mewah dan iklan Out-of-Home, dengan sebagian besar konsumen mewah menyebut Out-of-Home sebagai "Saluran yang paling dapat dipercaya untuk beriklan" dan "Paling menarik perhatian. "*
Arnaud Frade, President, Commercial for Asia, Nielsen, said: “The impressive growth in luxury advertising spend across key Asian markets underscores the region’s increasing appetite for high-end brands. Our data not only reflects the strategic investments these brands are making in digital and traditional media, but also highlights the unique role that trust and consumer recommendations play in shaping purchasing decisions. In a context of slowing sales in key markets, as consumers become more cautious about their discretionary spending, ensuring that media investments are robust and effective is therefore absolutely critical and is also fast becoming a major competitive advantage for the Maisons investing is better insights.”
Runchita Srivoravilai, Nielsen Thailand Director, added: “In a competitive market like luxury goods, where brand perception is everything, knowing where and how to invest in advertising is critical. Our data empowers brands to make informed decisions, ensuring their marketing strategies not only reach their target audience but also stay ahead of the competition. In an ever-changing media landscape, staying ahead requires not just creativity, but precise, data-driven insights, and that’s what Ad Intel and CMV do best.”
Meskipun kualitas produk tetap menjadi faktor yang paling penting dalam memilih produk mewah di Asia, rekomendasi dari keluarga dan teman juga memainkan peran penting, terutama di kalangan konsumen Gen Z dan Gen Y.
*Source: Nielsen Ad Intel – June 2023 – July 2024, & June 2023 – July 2024
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Media Contact
Dan Chapman
Wakil Direktur, Komunikasi, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
