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.*
태국이 이 부문에서 214% 증가하며 성장을 주도했고, 한국이 24%, 인도네시아가 6%로 그 뒤를 이었습니다.
모든 주요 시장을 합친 2024년 상반기 광고 지출 기준 상위 5개 럭셔리 브랜드는 다음과 같습니다:
- 샤넬
- 크리스찬 디올
- 까르띠에
- 롤렉스
- Gucci
각 주요 시장에서 2024년 상반기 광고 지출 기준 상위 럭셔리 브랜드는 다음과 같습니다:
- 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
이러한 결과는 아시아 전역에서 럭셔리 브랜드에 대한 수요가 크게 증가하고 있음을 보여주는 닐슨 미디어 애널리틱스 데이터를 통해 뒷받침됩니다.
또한 닐슨 미디어 애널리틱스 조사에 따르면 럭셔리 브랜드 소비자와 옥외 광고 사이에 강력한 상관관계가 있는 것으로 나타났는데, 대다수의 럭셔리 소비자는 옥외 광고를 "가장 신뢰할 수 있는 광고 채널"과 "가장 주목할 만한 채널"*로 꼽았습니다.
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.”
아시아에서는 여전히 제품의 품질이 명품 선택에 있어 가장 중요한 요소이지만, 특히 Z세대와 Y세대 소비자들 사이에서는 가족과 친구의 추천도 중요한 역할을 합니다.
*Source: Nielsen Ad Intel – June 2023 – July 2024, & June 2023 – July 2024
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