Hurun predicts that tourism demand will break out in 2022, and island tour is the most popular.

China Economic Weekly-Economic News 65438+1On October 20th, Hurun Research Institute released "2022 Hurun to Shangyou Products-Brand Tendency Report of High Net Worth People in China". This is the18th consecutive year that Hurun Research Institute has released this report, aiming at revealing the lifestyle, consumption habits, brand awareness changes and preferences of high net worth people in China.

In this survey, 750 high-net-worth individuals in China have an average family total assets of 42 million yuan and an average investable assets of 654.38+300 million yuan, including 40 ultra-high-net-worth individuals with assets exceeding 100 million yuan. 40% of the respondents are from first-tier cities; The average age is 37 years old; The male-female ratio is 50/50; 89% are married (most of them are families with 1 child); The average permanent housing area is 275 square meters.

According to the report, under the epidemic prevention and control policy, many travel plans have been cancelled, but tourism is still the most popular entertainment for high-net-worth people in China in 2022 except food, and self-driving tourism ranks third. RV tourism ranks first among the most wanted activities in the future.

In terms of tourist destinations, due to the limitation of epidemic control, more families favor domestic tourism, of which 89% will increase domestic tourism in the next three years, and 59% will consider traveling abroad. Among them, island tour is the most popular, Sanya has been the most popular domestic tourist destination for high net worth people for ten years in a row, and Maldives has surpassed Japan to become the most popular international tourist destination.

Hurun, chairman and chief research officer of Hurun Report, said: "Hurun Report has been investigating Shangyou products for 18 years, mainly observing two things, one is the brand preference of high net worth people, and the other is the change of their living conditions (including economic outlook, investment outlook, consumption outlook, lifestyle and happiness). Why do we insist on continuous research in 18 and beyond, because both high-end brands and high-net-worth people are the main force leading consumption hotspots and fashion trends, and we hope to provide some inspiration for the managers of high-end brands from the changing trend of survey data for high-end consumer markets in China. "

Hurun said: "China's high-end consumer market has grown to10.7 trillion. In addition to the epidemic situation leading to the return of consumption abroad, it is more due to the improvement of domestic luxury shopping environment and conditions, including the increasingly convenient shopping channels, such as the continuation of digital trends and duty-free shopping in Hainan Island; It also includes the enrichment of products and the improvement of services. In addition, the change of consumption attitude, such as rewarding and pleasing oneself, increasing exquisite consumption and buying superior products, is also the engine to promote the growth of China's high-end consumer market. For several major luxury goods groups in the world, the China market accounts for one-third to more than half of their global sales.

"Under the epidemic, the lifestyle of high net worth people has changed a lot. The happiness in family life is the highest, which makes the overall happiness index reach a record high, reaching 8.4 points. Health, inheritance and further study need to be improved. Food and tourism have become the most popular forms of entertainment, and 90% of people said they would increase domestic tourism. The enthusiasm for collection has risen to a record high, and 92% of people have collection habits, which is 22% higher than last year. "

"Environmental protection is the most concerned social responsibility topic for high net worth individuals. 90% people will consider buying an electric car in the next three years. 68% of people said that the brand's support for environmental protection will increase their goodwill towards the brand, "Hurun believes.