Living in China is safer from the virus than the rest of the world
94%
(“completely agree” and “agree”)
In 2019, before the COVID-19 outbreak, Chinese customers were purchasing two-thirds of their luxury abroad. The same phenomenon happened in Japan several years ago, and today, Japanese customers mostly purchase luxury locally. Will Chinese luxury customers follow the same path as the Japanese and prioritize luxury purchases predominantly inside of China? The main drivers for purchasing abroad quoted by Chinese customers in a previous research we conducted a few years ago now tend to disappear:
In the first edition of the Chinese Customer Sentiment Report, which was conducted in May 2020, right after the lockdown, we gathered feedback from 340 customers with a focus on the Chinese luxury market trends. Some of the key insights were how the COVID-19 outbreak impacted where Chinese customers purchase luxury items and their willingness to purchase more locally.
(“completely agree” and “agree”)
MAINLAND CHINA
MORE OFTEN
We will conduct 10 to 15-minute online interviews with 350 citizens of Mainland China, who were purchasers of premium and luxury brands in the past 12 months. The scope will include a mix of gender, tier cities, and age - millennials included.
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