LOCAL OR ABROAD

WHERE AND WHY WILL THE CHINESE CUSTOMERS PURCHASE THEIR LUXURY GOODS?

THE CHINESE CUSTOMER SENTIMENT REPORT - SECOND EDITION

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:

Overview

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.

Living in China is safer from the virus than the rest of the world

94%

(“completely agree” and “agree”)

Once the travel bans are lifted, where would you consider traveling to?

71%

MAINLAND CHINA

When buying luxury goods, how often would you purchase in Mainland China?

50%

MORE OFTEN

What is the next move?
Will purchasing domestically be the new normal for
Chinese luxury customers or is it just a temporary shift
during the COVID-19 outbreak?

Get in touch

The Second Edition: what key questions will we answer?

Traveling post COVID-19

Purchasing habits

Experience

What destinations have customers visited since the end of the lockdown?
What are their attitudes toward travel during the mid-autumn festival?
What are their intentions for the Chinese New Year in 2021?
What destinations did they visit for shopping before COVID-19?
What are their top travel locations post-travel bans?

What products have customers purchased since the end of the lockdown?
What channels did they use for purchasing goods: online/ offline?
Is it their first time or not to purchase locally?
What triggers their domestic purchases?
Did they purchase in their hometown or during a domestic trip?
Do they intend to purchase more often domestically, and why?

When it comes to customer experience delivered in China, what is their overall feedback?
What’s their in-depth feedback about offer/experience/pricing vs. purchases abroad?
What is missing domestically vs. abroad?
What is their feedback about brand communication?

Methodology

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.