中国市场环境分析

一、 中国市场环境分析

The Analysis of the China Market Environment.

中国的宏观的市场环境

The macro market environment in China

中国是拥有13亿的人口，GDP占全球第二位，并以年均8%的速度增长的国家， 随着

中国老百姓生活水平的提高，中国的奢侈品消费，目前已替代美国成为第一，现在人们对手表的需求已不仅限于计时的需要，而是集计时、多功能、时尚、身份价值于一体的个性化需

要。在近几年的行业分析数据里，中国的手表年销量达到5,000万至万6,000万只水平。不

过，中国目前平均每年每百人购买5只手表的消费水平较发达国家平均每百人年消费23只

或较一般发展中国家每百人年消费12只的水平仍相距甚远，因此应当还有相当大的发展潜

力。 China has a population of 1.3 billion. GDP ranks the second place in the world, and

is growing with the speed of 8% average annual rate. With the improvement of living

standards of the Chinese people, the Chinese luxury consumption, has replaced the

America’s & become the first rank. the watch is now not only limited to the needs of the

timing, but the personalized needs with the combination of timing, multi-functional, stylish, and identity value,

According to the industry analysis data in recent years, the watch sales volume in

China has reached 50 million to 360 million every year. That is, average per 100 people

buy five watches. However, it still has a great gap when compared with the developed

countries, where average per 100 people buy 23 pieces watches & the developing countries, where average per 100 people buys 12 pieces. So there still exists

considerable potential for watch development.

1、 中国腕表行业分析

The Analysis of China Watch Industry

中国手表市场容量巨大。从2008年春天在瑞士举办的钟表展览会上获悉，目前中国已

成为进口瑞士手表的最大新客户，中国市场对于瑞士高端手表需求在不断增加。

The capacity of China watch market is very huge. We get knowledge from the Watch Fair held in Switzerland in the spring of 2008, China has become the largest importer of Swiss watches new customers. The demand of high-end Swiss watches in Chinese market is

gradually increasing.

近年，中国手表市场持续升温，其中高档手表市场表现尤为突出。一些经典款式和品牌

成为注重身份和老板们显示文化品味、社会地位的有效装饰品。同时，随着中国高档奢侈品的消费群体不断扩大，高档表的消费文化也在孕育形成。尤其值得注意的是，上世纪90年

代兴起的新富阶层对整个手表消费潮流产生了强大引导能力。

目前，市场上出售的手表类型主要分为三种：上班/商务型手表、休闲时款手表和运动

型手表。

In recent years, China's watch market continues to heat up, especially in the luxury watches market. Some classic styles & brand watches have become the effective

accessories to show the identity, cultural tastes, and social status of the bosses.

Meanwhile, with the expanding of the high-end luxury consumer groups, the upscale

consumer culture is gradually formed. In particular, the new rich glass which rises in 1990s has a powerful guide influence in the entire watch consumption.

At present, the watches sold in the market could be mainly divided into three types:

work / business type watches, casual watches and sports watches.

上班/商务型手表

work / business type watches, 消费者主要在上班及出席重要场合时佩戴，

在工余时也会佩戴。在中高收入男性消费者

的心目中，这类型手表已经成为一种身份和

地位的象征。

Mainly wore in work or important occas

ions. Also spare time. In the minds of

consumers in the middle-and high-inco

me men, this type of watch has become

a symbol of identity and status.

休闲时款手表

Casual watches 款式设计时尚，跟项链、手链一样，主要起

装饰的作用，极受年轻女性欢迎，多在闲暇

时佩戴，但也会配合着装的需要在上班时佩

戴。

Of fashion style designs, the same as t

he necklace, bracelet, mainly are decor

ations, very welcomed by young wome

n, are mostly wore in leisure, but also

worn in work matching with the dress.

运动型手表

Sports watches. 以学生和热衷运动的人士为主要消费群体。

Student and sports-loving people as th

e main consumers

其他类型的手表还包括：

Other types include: 古董手表 Antique watches

多功能手表 Multifunctional watches

卡通手表 Carton watches

目前内地市场上，国产和进口的手表品牌大约有200多个，其中进口品牌60多个，进口品

牌有：欧米茄、雷达、浪琴、劳力士、天梭、帝舵、梅花、英纳格、西铁城等；国产品牌有

飞亚达、依波、罗西尼、天王、宝时捷、精铁时等。 So far, domestic & imported watches have more than 200 brands in the mainland market,

including about 60 imported brands, like Omega, Radar, Longines, Rolex, Tissot, Tudor,

plum, Enicar, Citizen, etc. Domestic brands include Fiyta, EBOHR, Rossini, king, Porsche,

refined iron, etc.

随着近年内地消费者的消费档次和品味不断提高，对手表的要求也越来越高，使得市场

上的手表产品正成为一种从传统走向时尚，从计时功能走向装饰需求，从使用价值为主演化

到以品牌价值为主的特殊消费品。 As the quality & taste of mainland consumers are continuously improved, the

requirements on the watches are higher and higher. The watch is developing from

tradition to fashion, from the timing function to decoration, from the value in use products

oriented to the special brand value-based products. 2007年10月间香港贸发局对内地8个城市居民进行了手表消费调查。部分调查结果总

结如下：

The HKTDC makes a survey of eight cities in the Mainland residents in October, 2007.

Part of the survey results are summarized as follows:

在购买行为方面，"款式合意"是购买手表的最大原因，认可该项的受访者比例达到

49.6%；而"紧贴潮流"和"配衬衣服"已渐成为购买手表的重要原因，所占比例分别为29.5%

和18.6%，这反映出消费者对形象的追求，而手表消费地性质也在满族这种需要。

In terms of the buying behavior, “desirable style” is the main reason for customer to

buy a watch, the approval proportion of this option reaches 49.6%. while the “ fashion trend” and “ matching clothes” will gradually become the important reasons of buying a