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2018中國市場報告:新消費革命已啟幕(下)

文章來源:中國黃金網撰寫時間:2018-03-20作者:


下篇:消費升級趨勢

Part II:Trend of Consumption Upgrading

 

  一、消費升級的時代背景與主要特征

  (I) Historical background and main features of the consumption upgrading

  消費升級將成為主導今后較長時期經濟增長的持續動力和強大引擎。而順應和把握消費升級大勢,以制度創新、技術創新、產品創新滿足并創造消費需求,對于推動經濟發展向中高端水平邁進,無疑具有十分重要的意義。

  Consumption upgrading will be sustainable power and strong engine, which will be dominant in the future economic growth for a long time. Following and grasping the tendency of consumption upgrading, institutional innovation, technological innovation and production innovation are required to meet and create consumption demand, which is undoubtedly of great importance to enter into a middle and high level of the economic development.

  在這股消費升級浪潮中,黃金珠寶首飾的消費升級備受矚目。黃金珠寶首飾兼具商品屬性和金融屬性,集文化收藏、裝飾佩戴、彰顯個性、投資理財等多功能于一體,又與國民經濟狀況及消費者的收入和價值觀的變化密切相關,已成為繼房產、汽車之后,我國居民消費最具活力的新熱點之一。

  The consumption upgrading of gold and jewelry attract much attention in such tendency. Gold and jewelry possessing both commodity property and financial attribute, is an integration of cultural collection, decoration and adornment, displaying individuality as well as finance and investment. Gold and jewelry are also closely related with the national economy and the change of consumer's income and values, having become one of the most dynamic new hot spot following the real estate and cars in China's resident consumption.

  對于黃金珠寶行業來說,這輪消費升級的意義還不盡如此。不僅珠寶市場正在和社會整體消費結構的變化同頻共振,消費升級還被看作是帶領珠寶行業“脫困”的契機所在。隨著產業運行邏輯被顛覆和重新定義,通過終端消費升級反向牽引上游制造業,將成為行業轉型升級、經濟提質增效的先手棋和加速器。因此,應對消費升級的挑戰,把握消費升級的機遇,不僅可以直接促進國內黃金珠寶市場蘊藏的巨大潛力和空間繼續得到釋放,還能充分發揮消費引領作用,帶動整個黃金珠寶產業轉型升級,不斷推動黃金珠寶產業持續、健康、穩定發展。

  Gold and jewelry industry must achieve more in this round of consumption upgrading. The transformation of the social overall consumption structure brings a synchronous change to the jewelry market, as well, the consumption upgrading also has been regarded as the opportunity to get the jewelry industry out of the current dilemma. As the industry operation logic is reversed and redefined, reversely pulling upstream manufacturing industry through the terminal consumption upgrading will become an offensive move and accelerator to transform and upgrade industry and improve the quality and efficiency of the economy. Therefore, to challenge the consumption upgrading and grasp this opportunity, not only can directly promote the continuous release of enormous potential and space of domestic gold and jewelry market, also can give full play to the consumption leading role, so as to drive the transformation and upgrading of the gold and jewelry industry, and promote the sustainable, healthy and stable development of the gold and jewelry industry.

 

80后、90后成為黃金珠寶消費新動力

The post-80s and post-90s become the new consumption power of gold and jewelry

  根據數據顯示,18-39歲的消費者計劃未來一年在珠寶首飾上消費2001-8000元的占比近50%。該年齡段消費者對各種首飾材質的購買意愿也最為強烈。

  The data show that nearly 50% of the consumers at the age of 18-39 plan to spend RMB2001-8000 on jewelries in the coming year. These consumers also own the strongest wish to buy various jewelry materials.

  目前,“80后”、“90后”已經逐漸成長為中國消費升級的中堅力量。曾經的搶金大媽們,儼然已退居二線,有錢任性的“小仙女們”開始扛起黃金珠寶消費的大旗。隨著根據調查結果統計,“18-29歲消費者中,月收入在3001-5000元的比重最高。而30-39歲消費者中,月收入在5001-8000元的比重最高,可以看出,在進入工作的5-10年內收入增長迅速。可見,未來“90后”的收入水平上升潛力巨大,加之其較高的邊際消費傾向,對消費市場的提振作用將會很大。這一年齡層中的中產消費者越來越注重品質,而不是性價比,他們正逐漸取代“小康之家”,成為品牌最渴望覆蓋的群體,對市場影響巨大。

  At present, the "post-80s" and "post-90s" have gradually grown into the backbone force in Chinese consumption upgrade. The grandmas who ever rushed to buy gold have retreated to the back and the rich and willful "fairies" pick up the banner of gold and jewelry consumption. According to the statistics in survey result, "the highest percentage of consumers at the age of 18-29 have a monthly income of RMB3001-5000. However, among the consumers at the age of 30-39, those who have a monthly income of RMB5001-8000 account for the highest percentage. It can be seen that their income increases rapidly after working for 5-10 years. Apparently, the income of "post-90s" has a great potential of rising in the future, which, together with the relatively high marginal consumption trend, will produce a significant impact on boosting the consumption market. The middle class consumers in this age group increasingly focus on quality instead of cost performance. They are gradually replacing the "well-off families" and becoming the primary group that brands wish to cover, having a tremendous impact on the market.

 

“二孩”“限購”國家政策釋放珠寶消費潛力

National "second child" and "purchase limitation" policies release the jewelry consumption potential

  據統計數據顯示,中國目前有 4.3 億個家庭,“全面二孩”政策正式落地是我國人口政策的重大調整,直接影響到我國的家庭結構,消費產業也在“二孩政策”新機遇下出現新變革,除了母嬰用品市場,珠寶消費也將帶來勃勃生機。

  The statistical data shows that China has 430 million families currently. The formal implementation of "universal two-child policy" is a major adjustment of China's population policies and directly affects China's family structure. Facing the new opportunity of "second child policy", the consumption industry also undergoes a new change. Apart from the baby product market, the jewelry consumption will also bring vitality.

  可以預見到,在未來的幾年中,二孩政策對于黃金珠寶產業的影響,特別是嬰兒飾品的款式與設計帶來的新發展。如何獲取每年極速遞增的嬰兒首飾的消費就成為珠寶生產加工企業的側重點之一。

  Predictably, the second child polity will affect the gold and jewelry industry in the coming years, especially bring new development of the style and design of babies' jewelry. How to gain the rapidly increasing consumption market of babies' jewelry will become one of the priorities of jewelry production and processing enterprises.

  除了全面開放二孩政策外,房屋限購等政策對刺激消費也有積極作用,特別是對居民消費潛力的釋放。近7成被訪者沒有房貸,而這部分消費者對黃金珠寶首飾的購買力非常可觀,超過五成消費者愿意消費高于 5000元的珠寶首飾。

  In addition to the universal two-child policy, the purchase limitation of houses and other policies also have a positive effect on stimulating the consumption, especially releasing the consumption potential of residents. Almost 70% respondents have no house loan and have a very considerable purchasing power for gold and jewelry. Over 50% consumers are willing to buy the jewelry at a price of higher than RMB 5,000.

  可見,不論是全面二孩還是限購,國家政策帶來的消費利好將刺激黃金珠寶消費市場的增長。

  Therefore, the consumption increase brought by national policies such as universal two-child and purchase limitation will stimulate the growth of gold and jewelry consumption market.

 

家庭觀念正在回歸——珠寶要有更多情感文化內涵

The sense of family is returning - jewelries should contain more emotional and cultural connotation

  在調查中,57.9%的受訪者愿意花更多業余時間陪家人,超過60%的受訪對象選擇珠寶作為禮物,送給愛人、父母,有30%以上選擇給子女,還有13.94%選擇饋贈親朋好友……從把追求事業成功當做人生奮斗目標,到把陪伴家人作為業余時間最重要的生活選擇時,這是家庭觀念回歸的重要體現。

  During the investigation, 57.9% respondents are willing to spend more time with their families, over 60% respondents give jewelries to their lovers and parents as gifts, over 30% respondents give to their children and another 13.94% respondents give to their friends...they treat the pursuit of a successful career as the lifelong objective of struggle and treat accompanying family members as their most important activity during the leisure time, which obviously reflects the returning of the sense of family.

  家庭是社會的細胞。家庭的文明進步關系到整個社會文明程度的提高。對于珠寶行業來說,首先應注重設計和宣傳打造具有傳承概念的珠寶。因為越來越多的消費者對中國傳統文化的理解在不斷加深,并把目光投向具有文化概念和獨一性的具有傳承概念的傳世珠寶。一些品牌企業、知名設計師們已經在有意識地設計和制作有別于量產的珠寶,由于其款式設計、原料選購、人文標識都是獨一無二的,帶有消費者本人的個人烙印、品位特征,相對于大眾款式珠寶而言,更有文化底蘊和個人特色,也更適合家族收藏傳承。

  A family is a cell of the society. The civilization and progress of families relate to the improvement of civilization degree of the whole society. For the jewelry industry, the first priority lies in designing, advertising and building up jewelries presenting the concept of inheritance. This is because more consumers are constantly deepening their understanding of Chinese traditional culture and throwing their sight on the jewelry handed down from ancient times featured by cultural concept, uniqueness and concept of inheritance. Some brand enterprises and well-known designers have been consciously designing and making jewelries different from those in mass production. Due to the unique style design, material selection and cultural logo, these jewelries have more cultural deposits and personal characteristics compared with the jewelries of popular styles and are suitable for collection and inheritance of families.

 

“花今天的錢辦明天的事”信用消費取代儲蓄消費

"Spend today's money to enjoy tomorrow's life" - credit consumption replaces the deposit consumption

  數據顯示,中國近 1.7 億“90 后”中,超過 4500 萬開通了花唄,平均每 4 個“90 后”就有 1 個人在用花唄進行信用消費。這種消費習慣的變化,在越年輕的人群中越明顯。近 40% 的“90 后”把花唄設為支付寶首選的支付方式,比“85 前”高出 11.9 個百分比。同時,“90后”們的信用消費非常理性,愛花錢卻并不任性。近七成的花唄年輕用戶都能做到“月月有余”,每月花銷控制在授信額度的 2/3 以內。

  The data shows that among the nearly 170 million "post-90s", over 45 million have opened up the Ant Credit Pay and one in every 4 "post-90s" is using the Ant Credit Pay for credit consumption. The change of consumption habit is more obvious in younger people. Nearly 40% "post-90s" set Ant Credit Pay as the preferred payment mode, which is 11.9% higher than the "pre-85s". In addition, the "post-90s" use the credit consumption in a very reasonable manner. They spend much, but not willfully. Nearly 70% young Ant Credit Pay users keep "a certain balance every month" and control the monthly expenses within 2/3 of the credit limit.

  成長在信用理念、信用應用不斷普及下的“90 后”,對信用的認知和珍視程度也比“老一代”更強。從“90后”對珠寶首飾消費選擇來看,這一群體的消費習慣呈現出明顯的消費數量多、金額少,也就是“求潮不求貴”的特點。除了這一群體經濟實力尚處于“蓄力階段”,更與他們的消費習慣息息相關——講求個性, 自己喜歡和能體現風格才是關鍵,懂得為品質買單。

  The "post-90s" growing in the era that the credit concept and credit application are constantly popularized perceive and treasure the credit more than the "older generation". As the selection of "post-90s" in jewelry consumption shows, they present a consumption habit featured by the large number

  and less amount, i.e., "seeking for fashion instead of luxury". Apart from staying at the "charging stage" in the economic strength, they have their own consumption habit that determining the above feature - pay attention to personality, treat their own flavor and style as the key and pay for high quality.

 

珠寶私人定制進入“平民”時代

Private customization of jewelry enters the "civilian" era

  當下,“80”后、“90”后已逐漸成為消費主力軍,他們更加關注珠寶首飾的個性化,崇尚原創、注重設計,希望珠寶首飾的設計能夠更好地體現自己的情感寄托。在個性化消費浪潮的推動下,私人定制珠寶首飾成為行走時尚尖端的潮人的不二選擇。

  At present, "post-80s" and "post-90s" have gradually become the main consumption force. They pay more attention to the personalization of jewelries, advocate the original and lay emphasis on design and wish the design of jewelries can reflect their own emotional sustenance better. Promoted by the wave of personalized consumption, private customization of jewelries has become the primary option of the trendsetters walking at the tip of fashion.

  私人定制珠寶有別于量產的珠寶,因其稀缺性及文化和審美的滲透力,成為新的熱門。“珠寶私人定制”就像是為珠寶賦予生命的過程,工匠與設計師賦予的珠寶不僅是稀有價值和精湛技藝,更像是在表達一個人的生活態度和價值觀。從稀有寶石的甄選,到金屬材料的選擇;從款式線條的設計,到融入個性化元素的工藝,真正的定制珠寶由內到外都有著自己的印記,彰顯不一樣的生活態度。同時,消費者可以隨時控制其中的花費,讓消費者能購買到更具性價比的珠寶首飾。

  The customized jewelry is different from the jewelry in mass production due to its rareness and cultural and aesthetic penetration and has become the new hotspot. "Private customization of jewelry" is like the process of vitalizing the jewelry. The craftsman and designer not only endow the jewelry with rare value and exquisite skill, but also express the life attitude and value of a person. From selection of rare gemstone to selection of metal material; From design of style and line to technology integrated with personalized element, the real customized jewelry has its own imprint from the inside to outside and demonstrates a distinctive life attitude. In the meanwhile, the consumers can control the costs at any time, which help them obtain the jewelries with a better cost performance.

 

珠寶品類多元化趨勢明顯

Categories of jewelries present a diversified trend

  時代在變化,消費者的口味也在變化。對于珠寶行業來說,伴隨消費群體的年輕化而來消費升級需求,乃是重中之重。

  The flavor of consumer changes with the era. Upgrading the consumption demand against the younger consumption group is the top priority for the jewelry industry.

  目前來看,黃金、鉆石和鉑金仍是消費者購買珠寶時首先考慮的品類。這主要是因為消費者對于珠寶首飾的品類選擇仍然比較傳統,傾向于有較高認知度和保值度的品類。但近年來受消費者心理和金價下跌的驅動,個性化珠寶首飾越來越受大眾歡迎,對傳統品類珠寶構成了潛在威脅,珠寶品類多元化的趨勢日益明顯。

  At present, gold, diamond and platinum remain the firstly considered categories of the jewelry consumers. This is mainly because the consumers are still relatively conventional in selecting the category of jewelry and prefer the categories with higher recognition and hedging feature. However, driven by the consumers' psychology and fall of golden price in recent years, the personalized jewelries are increasingly welcomed by the masses, which poses a potential threat to the traditional categories. The diversity trend of jewelries is gradually obvious.

  2017 年,黃金珠寶首飾中開始融入濃重的時尚色彩,旨在迎合年輕一代的審美習慣。混搭風、民族風、簡約風等等都開始出現在黃金首飾的設計中,隨著金飾的設計感和潮流感的增強,越來越多的年輕人選擇為自己購置黃金飾品,既美觀又保值。

  Since 2017, the thick fashion color has been added to the gold and jewelry to meet the aesthetic habit of the younger generation. Mix-and-match style, ethnic style, simple style, etc. appeared in the design of gold jewelries. With the enhancement of design and fashion sense of the gold jewelry, more young people select to buy gold jewelries for themselves, both aesthetic and value-saving.

  曾經一度被視為“老奶奶”的配飾的珍珠成為近兩年大熱的珠寶品類,在設計師天馬行空的設計中大肆回潮,呈現出或個性或可愛或優雅的風格。同時,珍珠的形態在也不再拘泥于珠圓玉潤,異形珠配飾格外搶鏡;同時, K 金飾品就勢崛起,不同于黃金的保值屬性,K 金的核心在于設計,多變的顏色和個性化的設計使其正逐漸成為年輕人的新寵,18~30 歲年齡段的消費者占整個 K 金市場的39%。

  The pearls which were deemed as the accessories of "old grandma" has become a hot jewelry category in recent two years, return to fashion rapidly with the unfettered design of the designer and presented personalized, lovely or elegant style. In the meanwhile, the form of pearl is not limited to round and smooth and pearl accessories of special shapes steal the scene; In addition, K gold jewelries suddenly rise. Different from the gold with value-saving attribute, K gold has its core in the design. Diverse colors and personalized design gradually make it the new favorite of young people and consumers at the age of 18-30 occupy 39% of the whole K gold market.

 

營銷仍是內容為王

Content is still the key of marketing

  從調查問卷中,我們看到消費者獲取產品信息的渠道更為明確直接,最主要的方式就是在購物類APP和品牌網站上查看,而通過其他間接媒介平臺獲取產品信息的方式正在被摒棄,因此,傳統廣告分發渠道正在逐步萎縮。在經歷過直播、VR等技術風口的漸次爆發,目前主流的內容載體包括資訊、視頻、短視頻及直播等。多元內容載體的蓬勃發展,使消費者的消費習慣和偏好都在不斷升級。

  The questionnaire shows that consumers obtain the product information through clearer and more direct channels. The primary manner is browsing in the shopping APP and brand website, but the manner to obtain product information through other indirect media platform is abandoned. Therefore, the traditional advertisement distribution channels are gradually shrinking. After undergoing the outbreak of broadcasting, VR technology, etc. one after another, the current mainstream content carriers include information, video, short video and broadcasting. The booming of diversified content carriers enables the constant upgrade of the consumers' consumption habit and preference.

  在消費升級和內容升級的大環境下,一方面,受到信息傳播媒介影響,人們的消費觀念和消費習慣逐漸改變,內容導購成為除了傳統硬廣展示外另一種廣受關注的營銷方式。消費者更愿意為情懷、內容買單,產品故事銷售模式興起,區別于廣告模式的內容型產品,能獲得更多的忠實用戶。另一方面,在需求和市場的引導下,用戶為優質內容付費的習慣逐步形成。內容付費形式能夠聚集大批具有付費意愿的高凈值人群,伴隨著內容生態的崛起,為內容變現帶來更大想象空間。

  Under the great environment of consumption and content upgrade and affected by the information transmission media, people's consumption concept and habit gradually change and the content-based shopping guide becomes another widely recognized marketing mode apart from the traditional hard sell and display. The consumers are more willing to pay for feelings and contents. The product story marketing mode is rising. The content-type product different from the advertisement mode can obtain more faithful users. On the other hand, users form the habit of paying for the high-quality contents under the guidance of demand and market. The form of content payment can gather many high net-worth groups. With the development of content ecology, a larger imaginary space will be created for realization on content.

 

線上內容輸出 線下場景體驗

Online content output and offline scenario experience

  在新零售時代,更多的人開始思考實體店的價值。業內專家認為,實體門店在體驗方面具有天然優勢,而互聯網技術可以為消費者提供更多便捷服務,兩者互為補充。越來越多的零售商們開始陸續對線下門店進行新場景改造。通過對商品體驗價值的挖掘,重新定義渠道價值。

  In the era of new retail, more people begin to think about the value of physical stores. The industrial experts consider that: physical stores have inherent advantages in experience, while the Internet technology can provide more convenient services for the consumers, so they complement each other. An increasing number of retailers begin to modify the offline stores following new scenarios constantly. Redefine the channel value through discovering the experience value of commodities.

  特別是一些小眾、圈子類的消費場景,如個性設計工坊、買手集合店、主題會所等消費渠道,在增加年輕消費群體黏性的同時,也可以培育新的消費需求。

  In particular, some minority or circle-type consumption scenarios, such as personalized design workshop, buyer multi-brand store, theme club, etc. increase the viscosity of young consumer groups while cultivating new consumption demands.

  在當前體驗至上的消費環境下,重新定義零售,全渠道任意穿行的購物體驗,帶領消費者玩轉新零售,搭建的 24 小時購物場景才能深受消費者喜愛。

  Under the current consumption environment of "experience first", redefine the retail, create the shopping experience of randomly travelling through all channels and building up the 24-hour shopping scenarios, which will be loved by the consumers.

 

品牌時代——找到“特別”的定位

Brand era - find the position of "special"

  在消費升級的背景下,“小眾”成為了主流,這個“小眾”不是小眾珠寶品牌,而是一種“獨特”的需求。在問卷調查中,我們發現,無論是千禧一代,還是“80后”,他們不同于長輩,特別強調“獨特”和自我的體驗感。因此,一個珠寶品牌,無論是國內品牌還是國際品牌,抑或獨立設計師品牌,或者輕奢品牌,不需要讓所有人群都喜歡,而是認真地選擇一個用戶群,將一個區間做到極致。用自己的“獨特”來獲取這個用戶群高度的認可度、黏性和復購率。

  Under the background of consumption upgrade, "minority" becomes the mainstream. The "minority" means a "unique" demand, not a minority jewelry brand. During the questionnaire survey, we found the millennial generation and "post-80s" are different from their elders and specially emphasize the "unique" and their own experience. Therefore, a jewelry brand, regardless of domestic or international brand and independent designer or affordable luxury, need not meet the flavor of all people, but should meet the demand of a certain user group and do the best. It must take advantage of its "uniqueness" to obtain the high recognition degree, viscosity and re-purchase rate of such user group.

  對于“特別”的“80后”、“90后”來說,希望用消費品來彰顯自己的個性,那些觸動內心深處,打動心靈的品牌以及體驗,更能令之獲得幸福感并為之買單。

  The "special" "post-80s" and "post-90s" wish to use the consumer goods to demonstrate their own personality. The brand and experience touching the cockles of the heart and the spirit can give them more happiness and gain their payment.

 

參與、交互、智能——未來珠寶產品新方向

Participation, interaction, intelligence - new direction of jewelry products in the future

  調研顯示,在珠寶首飾生產銷售過程中,消費者與品牌互動的意愿較為強烈。用珠寶首飾彰顯個性的需求在增強,對珠寶感知力、功能性、智能化、互聯方面的追求在提升。對于未來的珠寶首飾,除了簡單的裝飾品屬性,功能性、實用性、智能化等新需求也開始被提及。未來,能夠具有“參與”“交互”“智能”特點的珠寶產品將迎來消費者的購買興趣。

  The investigation shows that the consumers have a strong willingness to interact with the brand during the production and sales process of the jewelries. The demand for demonstrating the personality by the jewelry is being enhanced and the pursuit of the perceptivity, functionality, intelligence and interconnection of the jewelry is increasing. For the future jewelries, apart from the simple decoration attributes, the new demand such as functionality, practicability and intelligence have also been mentioned. In the future, the jewelry products with the characteristics of "participation", "interaction" and "intelligence" will cause the consumers' interest of purchase.

  參與感要做的,是讓顧客做一件自己過去本身想做,但可能做不了的事情,增加他的控制感。通過提供獨特性的體驗,提供參與感。消費者過去買到的是固定的、標準化的珠寶首飾,而購買有參與感的首飾,相當于是自己在創造一件首飾,生產出一份屬于你自己的東西,獲得一種獨特性的體驗。

  The sense of participation means allowing the customer to do something that he wants to do, but may not be able to do in the past and thereby increasing his sense of control. Provide the customers with the sense of participation by enabling the unique experience. In the past, the consumers bought fixed-style and standard jewelries. However, buying the jewelries with a sense of participation means creating a jewelry on your own and producing a thing belonging to yourself, Enjoy the unique experience.

 

  二、消費升級下的消費行為表現

  (II) Performance of consuming behaviors under the consumption upgrading

 

(一)黃金是主流產品

(I) Gold serves as the mainstream product.

  2015 年以來,在消費者已經購買過的首飾產品中,購買最多的是黃金材質的產品,占比達到62.7%;其次為鉑金,占比28.5%;再次為K 金,占比27.7%;鉆石及鉆石鑲嵌類的消費占比為20.2%;白銀制品、彩寶及玉石鑲嵌類和珍珠的消費占比相對較低,占比分別為18.6%、15.7% 和10.6%;消費占比最少的是包裹金制品,占比僅為7.8%。這組數據說明,在已經發生的消費中,黃金是絕對主流的產品。值得注意的是,K 金首飾也占到了一定的比例。市場中,K 金首飾已經占到了相當的份額。

  Since 2015, among jewelries consumers have already purchased, the gold-related products rank at the top (standing at 62.7% of the total), followed by platinum (accounting for 28.5%), K-gold jewelries (accounting for 27.7%), as well as diamond and the related mosaic (accounting for 20.2%). Besides, silver products, colored gems and jade mosaic, as well as pearl, with a relatively-low proportion, account for 18.6%, 15.7% and 10.6%, respectively. The proportion of gold-gilded products, which is the least, is only 7.8%. This group of data indicates that gold, within the scope of consumers spending, is the absolutely mainstream product. It is noteworthy that, K-gold jewelries also account for a certain percentage. They have seized a considerable proportion of market share.

 

(二)50 歲以上消費者愛買手鐲

(II) Consumers over the age of 50 prefer bracelets.

  數據顯示,項鏈、戒指是消費者最喜愛購買的產品。同時30~39 歲的消費者購買項鏈和戒指的比例明顯高于其他年齡層;50 歲以上的消費者購買手鐲的比例相對較高。

  The statistics have indicated that necklaces and rings are the favorite products for consumers. The proportion of 30 to 39-year-old lovers of necklaces and rings is significantly higher than that of other age groups; Bracelets enjoy a large following in the age group of 50 plus.

  從不同性別來看,女性人群在購買項鏈、吊墜、耳環和手鐲等類型的產品的比例,明顯高于男性;而男性人群購買戒指和擺件的比例相對較高。因為“購買婚戒”已經成為結婚剛需之一,所以相對而言,男士購買戒指的比例偏高。

  From a perspective of gender, in comparison with men, women are lovers of necklaces, pendants, earrings, bracelets, and such. By contrast, men prefer to channel their capitals into rings and ornaments. Since “a wedding ring” has become a precondition for a marriage, the proportion of men buying rings is relatively high.

 

 

(三)內地品牌是主流

(III) The brands originated from the mainland serve as mainstream.

  在已經發生的消費行為中,內地品牌/ 地方品牌是消費者購買黃金珠寶時的主要選擇,占比達到57.7%;其次為香港品牌,占比44.7%;購買過國際品牌產品的消費者僅占11.5%。

  Among the consumers behaviors which have been recorded, the brands originated from the mainland or some characteristic localities are the main choices of purchasers of gold and jewelries, accounting for 57.7% of the total products, with their counterparts from Hong Kong followed (of 44.7%). The proportion of consumers who have purchased international-branded products stands at only 11.5%.

  在市場中,內地品牌是絕對主流的產品。但我們也應該看到香港品牌在市場中的影響力(占比44.7%)。一些香港品牌進入內地市場較早,在消費者心目中有較廣泛的認知,也曾經是很多內地連鎖品牌學習的模板。直到今日,他們在培訓和管理中的一些經驗,仍然值得內地品牌借鑒。

  Therefore, we can draw a conclusion that the mainland-oriented brands come out first in the market. However, we should also see the influence of the Hong Kong-based brands with a market share of 44.7%. It has been a long time since some Hong Kong-based brands gained a foothold in the mainland market; they have gained a widespread recognition among consumers, and served as an example for many mainland-oriented chain brands. To date, some of their experience in terms of training and management still merits reference from mainland-oriented brands.

 

(四)年輕人更喜歡國際和香港品牌

(IV) Youngsters prefer international- and Hong Kong-based brands.

  從不同年齡層來看,40~49 歲的消費者選擇內地品牌/ 地方品牌的比例較高,選擇國際品牌的比例相對較低。年輕消費者(20~39 歲)選擇國際品牌和香港品牌的比例,明顯高于其他年齡層。在國內市場,一些消費者已有國際品牌代表高端、香港品牌代表中高端、內地品牌代表性價比的思維定式。從數據中看出,如果想贏得年輕消費者者的心(他們也代表著市場的未來),珠寶零售企業們需要對品牌持續升級。

  Seen from different age groups, consumers aged 40-49 prefer mainland/local-based brands, rather than international-oriented brands. Obviously, international- and Hong Kong-based brands enjoy a large following in younger consumers of 20-39 years old. In the domestic market, some consumers have a thinking pattern that these three kinds of brands have different characteristics: international brands - high-end; Hong Kong brands - mid- and high-end; mainland brands: better-value-for-money. The statistics have shown that jewelry retailers should renew their efforts in upgrading their brands before winning the hearts of young consumers (who represent an upward future of the market).

  不同性別的消費者購買過的品牌的分布比例與整體消費者相似。其中,女性人群選擇內地品牌/ 地方品牌的比例,高于男性4 個百分點;而男性人群選擇香港品牌的比例,高于女性3 個百分點。

  The distribution of brands purchased by consumers of different genders is similar to that of overall consumers. The proportion of female population who choose mainland/local brands is 4% higher than that of male, whereas the proportion of men choosing Hong Kong brands is 3% higher than that of women.

 

(五)網購珠寶成交價低

(V) The on-line jewelry transaction suffers from a low price.

  目前,可供選擇的在網絡上購買珠寶的渠道很多。除幾個大型電子商務平臺中的旗艦店外,官網、微信公眾號都是可購買珠寶首飾類產品的渠道。在有過珠寶首飾網購經歷的人群中購買黃金珠寶類產品的花費主要集中在1000 元以內,占比20.3%。;其次為1000 元~2000 元和5001 元~10000 元,占比18.6%;再次為2001 元~3000 元,占比16.9%;花費在20000 元以上的消費者僅占3.8%。與實體平臺相比,網絡購買珠寶呈現成交價低的特點。在購買貴重的黃金珠寶類產品時,消費者對網絡平臺的信任度仍處于較低水平。

  At present, there are many channels for on-line jewelry shopping. In addition to the flagship stores affiliated to several e-commerce platforms, the official website, and WeChat public number are available for the purchase of jewelry-related products. More often, the consumers, with the experience of on-line jewelry shopping, have their spending less than RMB 1,000, which accounts for 20.3% of the total. The next is RMB 1,000 to 2,000, along with RMB 5001 to 10,000, accounting for 18.6%. The third is RMB 2001 to 3,000, standing at 16.9%. The proportion of consumers who spend more than RMB 20,000 is merely 3.8%. Compared with physical platforms, on-line jewelry shopping shows its characteristic of low price. The consumers who purchase precious gold-related products and jewelries don’t have much confidence in on-line platforms.

 

(六) 男性網購珠寶比例更高

(VI) Men enjoy a higher proportion of on-line jewelry shopping.

  從不同性別來看,男性人群在網絡上購買過黃金珠寶類產品的比例更高,高于女性5 個百分點。其中,女性人群在網絡上購買黃金珠寶類產品的消費在2001 元~5000 元和20000 元以上的區間里占比高于男性;其他消費區間里,男性人群的占比高于女性。從不同年齡層來看,20~39 歲的消費者在網絡上購買過黃金珠寶類產品的比例遠高于40 歲以上的消費者。

  Seen from the gender, the proportion of male population doing the on-line purchase of gold-related products and jewelries is even higher, 5 percentage higher than that of female. In comparison with men, there are more women who do the on-line shopping of gold-related products and jewelries, with their spending ranging from RMB 2001 ~ 5000 and of RMB 20,000 plus. As for other consumption ranges, men enjoy a higher proportion than women. Seen from different age groups, on-line purchase of gold-related products and jewelries enjoy a larger following in consumers over the age of 40, compared with 20- to 39-year-old consumers.

 

(七)看不到實物是網購最大風險

(VII) The fact that objects are not tangible poses great risk to on-line shopping.

  消費者對于從網絡上購買黃金珠寶類產品的主要看法是貴重物品但沒有看到實物,不能放心購買,占比47.8%;其次為不能直接佩戴體驗看效果,占比39.6%;再次為擔心賣家是否可信,占比39.3%;擔心售后沒有保障的比例也較高,占比30.3%。商家在發展線上渠道時,需要將誠信問題放在第一位,打消消費者的顧慮,建立信任感。

  A proportion of 47.8%: consumers are deeply concerned about the fact that such expensive gold-related products and jewelries, not tangible as they are, are brought on the Internet. A proportion of 39.6%: consumers maintain that on-line shopping cannot afford the hand-in-hand experience of wearing these jewelries, which is a pity. A proportion of 39.3%: consumers doubt whether the sellers are trustworthy. A proportion of 30.3%: consumers don’t have much confidence in after-sales service. As for on-line retailing channels, trustworthiness should be prioritized, in order to dispel consumers’ concerns and build up a sense of trust between sellers and consumers.

  消費者對于網購黃金珠寶類產品的正面看法占比最高的是價格優惠,送貨上門,比例為12.9%;其次為獨家尊享款式,占比9.4%;再次為贈品豐厚,占比6.2%。

  Benefitting from attractive price and home delivery, on-line shopping of gold-related products and jewelries enjoys much popularity among consumers who account for 12.9%. The next is 9.4%, as for the service pattern of exclusive enjoyment. The third is 6.2%, as for a wide range of gifts.

 

(八)年輕人在意個性款式

(VIII) Youngsters care more about personality and style.

  不同年齡層的消費者對于網購黃金珠寶類產品的正面看法差異較為明顯,30 歲~39 歲的消費者比較注重價格優惠,送貨上門;其中20 歲~29 歲的消費者對獨家尊享款式更為看重。從負面看法來看,20 歲~29 歲消費者最關心不能直接佩戴體驗看效果。

  People of different age groups hold a different positive view about on-line shopping of gold-related products and jewelries. 30 to 39-year-old consumers are more particular about affordable price and home delivery. In particular, consumers of 20 to 29-years-old prefer the service pattern of exclusive enjoyment. As for the negative point, consumers aged 20 to 29 are most concerned about the fact that on-line shopping cannot afford any hand-in-hand experience.

  從不同性別的角度來看,男性人群更注重價格優惠,送貨上門,同時也對貴重物品沒看到實物,不能放心購買和售后保障問題擔心較多;女性人群則更注重獨家尊享款式與豐厚的贈品。

  Seen from the gender, men attach more importance to attractive price and home delivery; on the other hand, a majority of them also worry about the intangible products and the poor after-sales service in the future. The female population pays more attention to exclusive enjoyment and generous gifts.

 

(九)手機對網購產生了一定影響

(IX) Mobile phones have exerted a certain impact on on-line shopping.

  54.9% 的消費者表示,手機上網的便利性并不能增加其網上購買黃金珠寶類產品的頻率;其次有33.6% 的消費者表示說不好;而11.5% 的消費者則表示會增加網上購買黃金珠寶類產品的頻率。數據顯示,手機上網的便利對網購產生了一定影響。但消費者在網上購買黃金珠寶類產品時,對實物、佩戴效果、商家誠信和售后服務等問題均有較大顧慮。

  54.9% of consumers comment that notwithstanding the convenience of mobile phone’s access to the Internet, they are still loath to engage in the on-line shopping of gold-related products and jewelries. This is followed by 33.6% of consumers who torn between physical platforms and on-line outlets. While 11.5% of consumers comment that mobile phone’s access to the Internet will increase the frequency of their on-line purchase of gold-related products and jewelries. The statistics have shown that the convenient phone’s access to the Internet has brought some benefits to on-line shopping. However, the consumers who engage in the on-line shopping of gold-related products and jewelries are deeply concerned about such affairs as tangible objects, wearing effects, sellers’ trustworthiness, after-sales service, and such.

 

(十)免費打理清洗需求大

(X) The business of free care-keeping is more and more popular.

  調查結果顯示,消費者最想得到的售后服務為免費打理、清洗,占29.9%;其次以舊換新,占28.4%,再次是免費維修,占24.7%;可以折價回購的比例為16.3%。在日常經營中,好的售后服務可以有效提升顧客的黏性。

  The people surveyed comment that there is an increasing need, which accounts for 29.9%, of care-keeping and cleaning, which is free of charge, among consumers. The second is trading in the old for the new, accounting for 28.4%; the third if free maintenance, accounting for 24.7%. The last is the re-purchase at a discounted price, accounting for 16.3%. In daily business, thanks to considerate after-sales service, there will be more and more frequent visitors.

 

  三、消費升級下的區域市場特點

  (III) Features of regional markets under the consumption upgrading

  2017年歷時4個月,中國黃金報社、北京黃金經濟發展研究中心工作人員調研了東北、華北、華東、中南、西南等多各區域的200多個全國重點金店,通過數據抓取的方式,對于當地市場的消費特點梳理和歸納出具有切實依據的區域消費特點。

  In 2017, the staff members of China Gold Newspaper and Beijing Gold Economic Development Research Center coordinated a four-month survey in more than 200 key gold stores across Northeast China, North China, East China, Central China, Southwest China, and so on. By means of random data acquisition, they have got a detailed picture of the consumption pattern of local market, and, based on the practical reality, summed up the characteristics of regional consumption.

 

  (一)華北消費者更看重知名度和口碑,且品牌忠誠度較高。

  (I) The consumers in North China pay more attention to reputation and fame, and at the same time, they tend to frequent those brand-stores which they are familiar with.

  北方金店的店面面積普遍比南方大,消費者的消費心理也存在較大差異。被問及首選進入一家黃金珠寶店購物的原因時,從不同區域的調查結果看,華南地區由于服務業普遍發達,消費者對于活動和服務的考慮明顯要少,相對更看重質量保障、款式新穎、檔次齊全;東北地區消費者則對于服務和活動考慮較多;華北區域消費者相對看重的是門店的知名度、口碑;其他方面則大體一致。

  In the northern part of China, the stores engaging in the sales of gold-related products have a larger area than their counterparts in the south; on the other hand, as for the mentality of consumers, there is also an obvious difference. When asked about the reasons why they choose to do shopping in a store engaging in the sales of gold-related products and jewelries, because of the developed service industries, the consumers in Southern China, different from other regions, are more particular about quality assurance, novel styles , and a broad range of selection, instead of activities and services. By contrast, the northeast consumers attach more importance to services and activities. The consumers in North China frequent those well-reputed stores. As for other aspects, rare difference can be found.

  不同區域的消費者對首選的黃金珠寶賣場體現出較高的忠誠度,特別是華北區域選擇非常可能繼續去該店購買的比例最高;忠誠度相對低一點的是華東和西南區域。

  Consumers in different regions show their higher loyalty to those preferred stores engaging in the sales of gold-related products and jewelries; especially in North China, the consumers are more than likely to frequent those stores which they are familiar with. By contrast, the consumers in East China and Southeast China prefer a fairly broad range of selection.

 

  (二)東北消費者最信任商家,也最愛去商場

  (II) The Northeast consumers, who, in comparison with their counterparts in other regions, have much confidence in sellers, usually do shopping at various malls.

  總體而言,消費者對首選黃金珠寶銷售店面介紹的產品和服務信息表現出了信任感,消費者認為商家介紹的產品和服務信息與自身感知情況較為一致。

  Generally speaking, consumers show their confidence in products introduction and service information provided by their preferred stores engaging in the sales of gold-related products and jewelries, and in their opinion, the information on products and service is consistent with their perceptions.

  從不同區域來看,華東和西南區域沒有看到過本店廣告或推廣活動的比例較高。東北區域對介紹的產品和服務信息和感知情況一致評價較高。

  Seen from different regions, it’s often the case that the consumers in East China and Southwest China are not familiar with products advertisement, and also, they don’t participate in such promotions. The consumers in Northeast China comment that the products and service are entitled to high praise for the perfect integration of theoretical introduction and practical use feelings.

  在調查各地區消費者購買黃金珠寶的渠道時,可以看到傳統的黃金珠寶品牌的獨立店面,以及大型商場的黃金珠寶專區是七大區域消費者購物最主要的渠道。

  As for the channels through which consumers in various regions do the purchase of gold-related products and jewelries, we can see that traditional independent stores and dedicated sections for jewelry-related sales in large-scale malls are the most frequented destinations for consumers in the seven regions.

  此外,從不同區域的差異來看,華北、華東、西南區域的消費者更傾向于在黃金珠寶品牌的獨立店面購買,東北區域的消費者在商場珠寶專區的購買的比例明顯高于其他區域。

  In addition, seen from the regional differences, the consumers in North China, East China and Southwest China are more likely to do the purchase in independent brand-stores, while their counterparts in Northeast China prefer dedicated sections for jewelry-related sales in large-scale malls.

  各地區消費者喜歡的首飾風格普遍以簡約和時尚為主。東北消費者對于卡通風接受度相對要高一些;華南消費者相對最喜歡華麗風;西南、西北對于復古風格受眾更多。

  Jewelries characterized with simplicity and fashionable styles enjoy high popularity among consumers across different regions. The Northeast consumers prefer jewelries characterized with cartoon patterns Jewelries with gorgeous styles are most pursued among the consumers in South China. In Southwest China and Northwest China, the retro style finds its audience.

 

  (三)華東消費者對價格敏感

  (III) The consumers in East China are price-sensitive.

  從不同區域來看,消費者對首選店面誠信評價選擇較多的都是商品明碼標價、價簽標示規范,商品定價合理方面;選擇少、認可度低的都集中在商品售出前請消費者驗貨和承諾售后服務、保障項目及期限方面。

  In different regions, the consumers are sensitive to the trustworthiness-related remarks of their preferred stores, such as price tag which is clear-cut, specifications on price labels, and reasonable price. Those stores suffering from a lack of visitors and a poor reputation are more than likely to do a bad job of consumers’ acceptance prior to sales, promise of after-sales service, as well as warranty items and period.

  對自己的首選金店,華東區域的消費者對商品定價合理性相對其他區域評價較低,對價格相對敏感。華南區域對承諾售后服務、保障項目及期限指標評價突出的低,說明在該區域,店家應該更加的注重售后服務。西南區域消費者對于商品售出前請消費者驗貨評價相對較低,該區域的賣家應該注重流程規范的改進。

  As for their preferred stores engaging in the sales of gold-related products and jewelries, the consumers in East China, price-sensitive as they are, are more particular about reasonable price. The consumers in South China are choosy about such affairs as promise of after-sales service, as well as warranty items and period. Thus, the sellers in this region should put more stress on after-sales service. The consumers in the Southwest are dissatisfied with consumers’ acceptance prior to sales. Thus, the sellers in this region should renew their efforts in the process improvement.

 

  (四)華南消費者最追求創意,喜愛港資品牌。

  (IV) The consumers in South China, attaching more importance to innovation, are fond of Hong Kong-oriented brands.

  對于首選店面,各區域消費者認知評價客觀反映了優秀金店的特點。分析各區域消費者主觀重視的門店特征可以發現,品牌、口碑、質量遙遙領先。橫向比較來看,華北消費者重視賣場產品的做工精良;東北消費者重視賣場環境和服務態度;華東、西南消費者相對看重賣場誠信和價格(明碼標價,價格合理);華南區域消費者更追求設計、創意;華中區域消費者重視賣場的產品品類齊全和服務態度;西北地區消費者更希望產品做工精良、檔次齊全。

  Consumers give objective remarks on their preferred stores, which reflect the characteristics of excellent stores engaging in the sales of gold-related products and jewelries. An analysis of the characteristics of those stores wining the hearts of consumers across different regions reveals that brand, reputation and quality head the list. Seen from different regions, the consumers in North China focus on the workmanship of products sold in the malls. The Northeast consumers attach importance to favorable environment and considerate service of the malls. The consumers in East China and Southwest China relatively value trustworthiness and price (clear-cut price tag, and reasonable price). The consumers in South China are particular about novel designs and creativities. The consumers in Central China levy more emphasis on a broad range of products categories and considerate service. The Northwest consumers prefer products characterized with good workmanship and a broad range of selection.

  此外,全國六大區域(華南例外)消費黃金珠寶產品品牌均以內地品牌比例最高,其次以香港品牌為主,國際品牌差距較大。2015 年以來,購買過的首飾產品中,華南區域消費情況特殊,80% 消費者購買的香港品牌,遠大于50% 購買內地品牌的占比。

  In addition, among all the brands of gold-related products and jewelries sold in the six regions (except for South China), the mainland-based brands come out first, followed by their counterparts headquartered in Hong Kong brands. There is a big difference between international-oriented brands. Since 2015, among various jewelries which have been sold, the consumption pattern in South China is exceptional. 80% of consumers prefer Hong Kong-based brands, where the number for mainland-based brands is merely 50%.

 

  (五)華中消費者重視首飾個性

  (V) The Consumers in Central China attach importance to distinct personalities of jewelries.

  各地區消費者對于首飾功能定位以裝飾和時尚為主。華中消費者更多重視其展現個性的功能;東北消費者尤其不認同其代表品味、身份的象征意義。

  Consumers in all regions maintain that jewelries should have the functions of decoration and fashion. The consumers in Central China pay more attention to show their distinct personalities. The Northeast consumers, in particular, do not agree with the fact that jewelries serves as the epitome of taste and identity.

 

  (六)西南市場要加強黃金珠寶專業知識講解服務,更愿意通過電視渠道了解信息。

  (VI) The sellers in Southwest China should coordinate some seminars to popularize the professional knowledge of gold-related products and jewelries, and consumers are more willing to acquire the related information on TV.

  在消費者了解的首選金店擁有的服務中,不同區域的店面,能夠提供清洗、維修等售后服務及提供商品包裝服務以及提供回收、以舊換新服務都比較多。在消費者的心目中,華東、華南區域提供特殊安保服務的比例相對較少,都達不到10%。而西南和西北的消費者則認為,當地商家提供黃金珠寶專業知識講解服務的比例相對較少,需要商家舉辦一些活動,來增加消費者對黃金珠寶的認和。

  The consumers’ preferred stores, across different regions, engaging in the sales of gold-related products and jewelries, are more than likely to offer various service, such as after-sales service of cleaning and maintenance, goods packaging and recycling, trade-in, and so on. In the minds of consumers, the proportion of stores in East China and South China which offer such service as special security guard is relatively low, namely, less than 10%. However, the consumers in southwest and northwest believe that the proportion of local stores which coordinate some seminars to popularize the professional knowledge of gold-related products and jewelries is relatively small. Thus, the sellers should organize some activities, in order to increase consumers’ recognition of gold-related products and jewelries.

  此外,由于各地區人們生活、交往習慣差異較大,在了解信息的渠道方面,大家都會選擇相對信任的媒介,因此各地消費者了解黃金珠寶的主要渠道有較大不同。

  In addition, because consumers across different regions have great differences in living environment and communication habits, they tend to choose a relatively trustworthy medium for information acquisition. Therefore, the main channels for consumers to get a picture of gold-related products and jewelries are quite different.

  電視/ 廣播、微信公眾號以及報刊雜志都是各大區域消費者品牌信息獲取的重要渠道,其中西南、華北區域以電視/ 廣播渠道了解較多,電視渠道具有動態效果,具有更大的影響力,適合塑造品牌形象;華北、東北、華東、華中區域通過微信公眾號了解珠寶首飾的信息較多。

  TV/radio, WeChat public number and newspapers and magazines are important channels for consumers across different regions to get a picture of gold-related products and jewelries. Among them, the consumers in Southwest China and North China prefer TV/radio channels, which are characterized with more dynamic influence, and are also suitable for shaping the brand image. In North China, Northeast China, East China, Central China, WeChat public number enjoys high popularity.

 

  (七)西北消費者最喜歡買贈的促銷方式

  (VII) Promotion activities are most pursued by the Northwest consumers.

  不同區域消費者喜歡的促銷方式較為集中,均以打折為第一選擇,且占比都很高。其次,以滿減和贈品為主。西北地區消費者相對最喜歡贈品,知名金店可以根據不同區域消費者對促銷活動的喜愛程度針對性的策劃特色活動。

  In different regions, consumers prefer similar Promotion activities - products, sold at a discounted price, are their first choice, with products characterized with a lower price and gifts followed. Relatively speaking, the Northwest consumers like gifts most; the well-known stores, according to the preference of consumers across different regions, coordinate various promotion activities.

  此外,西北和東北消費者較少購買K金首飾。2015 年以來各大區域的各種材質首飾的購買情況和總體狀況都保持一致,排名第一的是純金,因其保值效果好,是大家最傳統購買的首飾品類,各區域購買比例均過半。其次是鉑金。在排名第三的K 金上,西北和東北區域的擁有率相對較低(分別是14.9%和15.4% )

  In addition, the proportion of the consumers in the Northwest and Northeast who do the purchase of K-gold jewelries is relatively low. Since 2015, the purchase of various kinds of jewelries sold in different regions has been consistent with the overall situation. Pure gold, benefitting from its high potential of appreciation, takes the lead. It, as the most commonly purchased kind of jewelry, accounts for more than 50% of the total sales across different regions. The next is platinum. K-gold jewelries, ranking the third place, have a relatively low ownership in the Northwest and Northeast regions, 14.9% and 15.4% respectively.

 

特別說明

  為滿足國際業者的需求,中國黃金報社、北京黃金經濟發展研究中心出版的《2017中國黃金珠寶消費升級研究報告》、《2017中國黃金珠寶消費調查白皮書》等系列研究報告,將推出英文版定制服務,并提供有關中國市場的顧問咨詢、專題調研報告委托研究等第三方服務。

  To satisfy the needs of international participants, custom service to provide English versions of Research Report on China's Gold and Jewelry Consumption Upgrading 2017, White Papers of China's Gold and Jewelry Consumption Survey 2017 and other research reports in this series published by the China Gold Press and Beijing Gold Economic Research Center will be launched; and third-party services like consultation on relevant Chinese market conditions and commissioned research in special field will also be offered.

 

  詳情請聯系:

  劉瑞梅 liuruimei1969@163.com 13811396281

  Name: Liuruimei email: liuruimei1969@163.com Phone No. 0086 -13811396281。

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