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.*
泰国在这一领域的增幅最大，达到 214%，其次是韩国的 24%和印度尼西亚的 6%。
在所有主要市场中，2024 年上半年广告支出排名前五位的奢侈品牌是
- 香奈儿
- 克里斯汀-迪奥
- 卡地亚
- 劳力士
- 古驰
2024 年上半年，按广告支出计算，各主要市场的领先奢侈品牌是
- 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
尼尔森媒体分析公司（Nielsen Media Analytics）的数据也证实了上述结论，该数据显示，整个亚洲对奢侈品牌的需求大幅增长。
尼尔森媒体分析公司（Nielsen Media Analytics）的研究还发现，奢侈品牌消费者与户外广告之间存在密切联系，绝大多数奢侈品消费者认为户外广告是 "最值得信赖的广告渠道 "和 "最吸引眼球的广告渠道 "*。
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.”
在亚洲，虽然产品质量仍然是选择奢侈品的最关键因素，但家人和朋友的推荐也起着至关重要的作用，尤其是在 Z 世代和 Y 世代消费者中。
*Source: Nielsen Ad Intel – June 2023 – July 2024, & June 2023 – July 2024
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媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
