香港内地“奢侈品消费”冷热两重天

常欢

今年的节日期间，香港的手表生意可能会变得冷清。

There may be fewer watches exchanged in Hong Kong during this year's holiday season.

据公关公司罗德公关(Ruder Finn Asia)和市场调查公司益普索(Ipsos)联合发布的一份关于中国奢侈品市场的报告显示，超过一半（52%）的香港市民计划在未来几个月减少在购买手表上的支出，计划减少葡萄酒、服饰、鞋和化妆品等其他奢侈品消费的人也有一定比例（尽管比例不及手表）。

According to a report on China's luxury market, conducted by public-relations firm Ruder Finn and polling company Ipsos China, more than half of Hong Kong residents (52%) plan to spend less on watches in the coming months, and to a lesser degree other luxury goods like wine, apparel, shoes and cosmetics.

这与今年夏天发布的同一报告中针对中国内地消费者的调查数据形成了对比。针对中国内地消费者的数据显示，超过40%的人表示他们将花更多的钱购买葡萄酒、鞋和化妆品，不过他们也暗示将减少在手表和珠宝上的支出。

That's in contrast with some survey data, released earlier this summer as part of the same report, from their mainland-Chinese counterparts. More than 40% said they'd spend more on wine, shoes and cosmetics, though they too indicated pullbacks in watches and jewelry.

报告在6月份对大中华区2,017名过去12个月购买过奢侈品的消费者进行了调查（罗德公关说，其中大约300名消费者居住在香港）。香港受访者的家庭平均年收入为55万港元（约合71,000美元），而居住在中国内地大城市的受访者的家庭平均年收入为人民币18万元（约合28,400美元）。

The report surveyed 2,017 consumers in June in Greater China (of which around 300 were in Hong Kong, Ruder Finn said) who had purchased luxury items in the past 12 months. The average annual household income among Hong Kong respondents was 550,000 Hong Kong dollars (US$71,000) while those who were surveyed in China's largest cities earned 180,000 yuan (US$28,400).

报告还发现，香港人购买奢侈品是为了犒赏自己，而中国内地人购买奢侈品则带有体现品味和增强自信的目的。内地消费者更有可能为送礼购买奢侈品，不过鉴于中国政府最近正对送礼之风进行打击，这一点可能也会发生改变。

Another finding: Hong Kongers indulge as a means of self-reward, while mainland-Chinese buyers looked for items to 'reflect taste and build confidence.' Mainland consumers were also more likely to buy luxury items as gifts, though given the government's recent crackdowns on the practice, that could also change.