中国赠礼文化和行为是非常值
得探讨的议题。从过去到现在，尽
管人们赠礼的原因和影响因素有所
变化，但它的重要性却始终不变

而要洞悉消费者赠礼的意识、需求
和行为，则须将视角根植于中国的
文化和社会背景

中国在赠礼文化和行为上有其独
到之处，它受到关系和人情文化的深
远影响。关系和人情文化源于中国儒
家的社会哲学，既强调人际关系的重
要性，又讲究人际间亲疏有别的层级
关系，从而维护社会和经济秩序

在中国，礼物所承载的意义是亘
古不变的。即便在当下，赠礼仍深度
渗透于国人的生活，尤其对于高净值
人群而言，赠礼在他们的生活中发挥
着愈发重要的作用

Welcome to the MEC China
HNWI Gifting White Paper, pro-
duced in partnership with Hurun.
Gifting is a fascinating subject,
though the motivations and infu-
ences have changed over time, it
is as relevant and important now
as it ever has been. To truly under-
stand consumers’ mindset, needs
and behavior when it comes to
luxury gifting we have to ground
our insight in cultural and societal
infuence.
China is unique in the world
in gifting behavior; the ideas of
Guanxi and Renqing are deeply
rooted in the Chinese social phi-
losophy of Confucianism, which
stresses the importance of rela-
tionships and associating oneself
with others in a hierarchical man-
ner, in order to maintain social and
economic order.
The meaning of gifting has
been carried through thousands
of years’ history. Now in modern
China, it is deeply immersed in
people’s lives, and particularly for
high net worth individuals (HNWIs)
plays a more critical role than ever
before.
序言
PREFACE
高顿 Gordon Domlija
尚扬媒介中国首席执行官
MEC China CEOMEC旨在基于消费者洞察
帮助企业和品牌开拓其与
消费者连接的机会点
At MEC we are driven by
a desire to understand
consumers and thereby
create opportunities
to connect people with
experiences
中国的礼品市场正蓬勃发展。消费者越来越注重物质
之外的满足，也越来越重视身边的关系网络，因而，他们的
赠礼参与度也越来越高。与此同时，各行各业也充溢着形式
多样的礼品营销，这也为消费者提供了更多的礼品选择、赠
礼场合和概念，同时为品牌自身创造了更多的商机

MEC旨在基于消费者洞察，帮助企业和品牌开拓其与
消费者连接的机会点。在白皮书中，我们的洞察和观点源
自于对中国关系文化的深入理解，以及关系文化对赠礼需
求和行为的影响。我们介绍了中国关系文化和人情社会的
定义与特点，阐释了赠礼在其中所扮演的角色。通过阅读
白皮书，您可以了解赠礼在中国的重要性，了解中国人为
何赠礼、给谁赠礼、赠什么礼、何时赠礼以及如何赠礼的
讲究和门道。同时，通过专属的研究和策划方法论，MEC
MOMENTUM，我们归纳了高净值人群在赠礼决策中的每
一个关键阶段，以及在每一个阶段上的影响因素。我们的深
度解读从多个维度揭示了研究赠礼这个议题的价值，以及其
中所蕴含的商机

希望这本白皮书可以让您更深入地了解中国人如何赠
礼，特别是高净值人群在赠礼上的文化和讲究，帮助您探寻
到潜在的商业机会

阅读愉快

The gifting market in China is developing rap-
idly. Consumers are attracted to experience beyond
material satisfaction, while more attention to the
Guanxi network is leading to higher involvement and
consideration in gifting. At the same time increas-
ing gifting choices, occasions and concepts that are
promoted by marketers across different categories
are creating more opportunities for individuals and
brands.
At MEC we are driven by a desire to under-
stand consumers and thereby create opportunities
to connect people with experiences. In this white
paper, our analysis and point of view is rooted in a
profound understanding of Chinese culture, and
how it impacts gifting needs and behavior. We intro-
duced the defnition and special characteristics of
Chinese Guanxi and Renqing-oriented society, and
the role that gifting plays. You can read our discov-
ery of the importance of gifting and the insight that
goes into fundamental questions such as who, what,
where and how gifting purchase decisions are made.
Through our proprietary research and planning
approach, MEC Momentum, we identifed what really
matters to HNWIs in terms of gifting at the critical
stages of their decision making journey. This deep
analysis reveals the value of understanding this topic
from multiple and critical dimensions, and what op-
portunities it brings.
I hope this White Paper will help you understand
more about Gifting in China, particularly for modern
HNWIs, and help you fnd potential opportunities to
grow your business.
Enjoy reading.目录
序言
PREFACE
开篇
OPENING
中国高净值人群规模
SCALE OF CHINESE HNWIS
看点概览
INTERESTING FINDINGS
第一章：解读中国式“关系”
CHAPTER 1: CHINESE GUANXI
第二章：高净值人群赠礼行为概览
CHAPTER 2: OVERVIEW OF HNWIS' GIFTING BEHAVIOR
第三章：对核心群体赠礼的行为
CHAPTER 3: GIFTING BEHAVIOR FOR CORE GROUPS
第四章：高净值人群奢侈品赠礼态度及行为
CHAPTER 4: HNWIS' ATTITUDE & BEHAVIOR OF LUXURY GIFTING
关于MEC尚扬媒介
ABOUT MEC
关于胡润百富
ABOUT HURUN
研究方法及版权声明
RESEARCH METHODS & COPYRIGHT STATEMENT
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CONTENT57记得我第一次来中国之前，周
围很多朋友都跟我强调说中国人特
别爱赠礼、中国的赠礼文化特别深
厚。当时，我个人还不太理解和意
识到赠礼在中国的意义和重要性，
因为在英国赠礼场合比较少，主要
集中在圣诞节、生日和特别节日
（周年婚礼）

实际到了中国之后，我对中国赠
礼文化的感触特别深刻。记得1991
年，来中国时朋友推荐我多带一些烟
草用来作为比较好的礼物选择，当时
给我感觉是，在中国，“赠礼文化”
是“中国文化”的重要部分，如何赠
礼、赠什么，都是十分讲究的，“赠
礼”也有成功与否之说。近些年，我
身边的企业家们赠礼也发生着一些变
化，从烟到雪茄；从干邑到威士忌；
从电子产品到有机健康食品……
我们很高兴能够与MEC尚扬媒
介一起合作，共同发布《2017中国
高净值人群情谊往来白皮书》。我认
I remember before I came to
China for the first time, many of my
friends emphasised to me how much
Chinese people value gifts, and how
deeply embedded they are in Chinese
culture. At the time, I did not fully
appreciate the importance of gift-
giving in China, not least because
it does not play a particularly
significant role in British culture;
outside of Christmases, birthdays,
weddings and anniversaries, they are
fairly rare.
After arriving in China, I
immediately came to realise the
significance of gift-giving for the
Chinese. I recall that in 1991, when
I came to the country for the first
time, it was recommended that I
bring tobacco with me in order to do
as the Romans do, that is to say, to
establish Guanxi with others by
giving it out in gift form. From that
moment on, it became clear to me
that gift-giving is an essential part
of China's culture, and that how to
select and exchange gifts can be a
critical factor in ensuring the smooth
progression of social interactions.
In more recent years, I have noticed
changes in the gifts given by the
Chinese entrepreneurs I have come
to know; cigarettes have been
replaced by cigars, cognac by whisky,
and electronic products by organic
foods.
We are delighted to have teamed
up MEC, to jointly issue the China
HNWI Gifting White Paper. I firmly
believe this is a highly significant
report, because despite being so
profound an element of Chinese
culture, this is actually the first in-
开篇
OPENING
胡润 Rupert Hoogewerf
胡润百富董事长/首席调研员
Hurun Report Chairman
and Chief Researcher
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