F REIGN TRADE - 中国国际贸易促进委员会

the first time.
Apple moved up to second place
for Preferred Brands for Gifting by
Men, from fourth place last year. LV
and Chanel were top for Preferred
Brands for Men and Women respectively.
Hurun Report Founder and Chief
Researcher Rupert Hoogewerf said,
“This year, there is a clear trend towards
gifting more modestly-priced
top luxury goods.”
Personal investments
Property is still the key personal
investment option for most
surveyed (over 60%), despite
increased government control
on property purchases and a
generally poor market. Shares
are again in second place, but
the percentage taking up in
overall personal investment
fell to its lowest in 4 years.
Confidence
One in four are extremely confident
when asked on the economic
future, even though this number has
fallen to a four year low, the figure is
still surprising considering confidence
levels in Europe and the US. Those
who responded “not confident” rose this
year to 9%, still a relatively insignificant
number, but again, the highest since
records began four years ago.
Social responsibility
Tax is still considered the best way
to be socially responsible, and environmental
concerns are still important,
especially among respondents who are
over 45.
Collections
One in three respondents classify
themselves as watch collectors, which
is still by far the most popular collectible,
however, this does represent a
significant fall in popularity compared
to three years ago, where one in three
collected watches.
The popularity of Contemporary
art collection continues its downward
trend, falling in position again this year.
Trophy property collection is on
the up and is considered by a growing
number of Chinese luxury consumers
to be an essential jewel in their collection
portfolio.
Travel
Travel is the number one leisure
activity. However, Chinese super-rich
are going overseas less — 3.4 times a
year compared to 4.2 the year before.
Chinese super-rich are also on the road
less than the year before, 9.2 days a
month, three days less than last year.
Sanya is the most preferred holiday
home destination.
Australia’s popularity has fallen
dramatically from third to seventh on
the list of favoured international holiday
destinations, the first time it has fallen
out of the Top Three since 2006. The
Maldives, which shot into and then remained
in the Top 5 for two years, falls
to tenth, possibly indicating that the island
destination is going out of fashion.
Most notable, is the surge in popularity
of Europe as a luxury destination, which
had its most successful result since our
records began, with half of the Top 10
destinations, European. The UK, perhaps
on the back of the London Olympics,
is in at number five and Switzerland
has also performed well.
This year, Japan dropped out of
the Top 10.
Sports
Swimming is the hobby of choice
according to the results, beating golf to
top spot. Both swimming and golf have
taken the top two sports in recent years.
The surprising result was that of Horse
riding, which is up to fifth and is the
fastest rising sporting pursuit among
China’s wealthy.
Study abroad
There is no change at the top on
the previous year’s results for study
abroad preferences with the US ahead,
followed by the UK and Canada.
Australia dropped a place to fifth and
France jumped from ninth to seventh.
Media
In terms of media preference for
accessing news, TV dropped to fourth
from first place last year. The internet
was the medium of choice for news,
followed by newspapers in second and
magazines in third.
Millionaire happiness Report
The inaugural Millionaire Happiness
50