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.*
La Thailandia ha guidato la crescita con un aumento del 214% nel settore, seguita dalla Corea del Sud con il 24% e dall'Indonesia con il 6%.
In tutti i mercati chiave combinati, i primi cinque marchi del lusso per spesa pubblicitaria nel primo semestre del 2024 sono stati:
- Chanel
- Christian Dior
- Cartier
- Rolex
- Gucci
I principali marchi del lusso per spesa pubblicitaria per il periodo H1 2024 in ogni mercato chiave sono stati:
- 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
Questi risultati sono supportati dai dati di Nielsen Media Analytics, che evidenziano un aumento significativo della domanda di marchi di lusso in Asia.
La ricerca di Nielsen Media Analytics ha inoltre identificato una forte correlazione tra i consumatori di marchi di lusso e la pubblicità Out-of-Home, con la stragrande maggioranza dei consumatori di lusso che citano l'Out-of-Home come "Il canale pubblicitario più affidabile" e "Quello che attira maggiormente l'attenzione "*.
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.”
Se la qualità del prodotto rimane il fattore più cruciale nella scelta di un prodotto di lusso in Asia, anche le raccomandazioni di familiari e amici giocano un ruolo fondamentale, in particolare tra i consumatori della Gen Z e della Gen Y.
*Source: Nielsen Ad Intel – June 2023 – July 2024, & June 2023 – July 2024
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