Nearly 60% Of Mainland Tourists Will Continue To Increase Purchases Of Luxury Goods.

Chinese consumers occupy an important position in the global luxury market, and their demand for products is getting higher and higher. According to the latest survey by Nelson (Nielsen), 56% of respondents said they would continue to increase luxury purchases in Hong Kong, Macao, Taiwan and overseas in the coming year, of which the consumers from second tier and three tier cities were most strongly appealing.

Nelson's "mainland luxury consumer opinion survey" visited 1005 consumers from four mainland regions through the Internet, and studied the general habits and consumption patterns of their purchases of products. The survey was conducted in from August 14 to 22, 2014 to provide insight into the luxury categories, shopping locations and consumption habits most commonly purchased by mainland consumers.

The survey also showed that 60% of mainland tourists visited the social media platform before shopping, or referred to the user promotion of the independent online platform as the main source of information for their shopping plans. In the face of mainland luxury consumers who actively browse the online platform, marketers can propagate through the Internet platform and launch targeted brand promotion activities, thereby increasing the opportunity to contact potential customers. In addition, for any Asian market oriented company, it is much more important than ever to have a better understanding of domestic tourists' perceptions of luxury goods, shopping plans and the main sources of information other than digital channels, "said Liang Liang Ming, managing director of Nelson and Hongkong Macao.

　　 Network channel is the first contact for preparing shopping.

The survey found that 90% of domestic tourists had made plans to purchase luxury goods before departure, and nearly 40% of respondents (38%) knew exactly what products they wanted to buy, and indicated that social media (60%) and brand official website (50%) were their primary source of information. On the other hand, the report also showed that mainland respondents had a higher awareness of e-commerce related to luxury goods, 77% of respondents knew the main websites of luxury goods sales, 45% of respondents had bought luxury brands online, and 48% said they were considering buying luxury products online.

The survey also mentions the reasons for consumers' online shopping. 75% of respondents said that "convenience and time saving" were the main factors. 59% mainland travelers said they enjoyed the convenience of browsing different product lines through the Internet. Of the respondents who had purchased online or planned online shopping, 90% said they would buy luxury goods online over the next 12 months.

　　 The five most popular Luxury goods category

According to Nelson's research data, bags and shoes / accessories (71%) are the most expensive luxury products for Chinese consumers now and in the next 12 months. At the same time, the purchase intention of luxury brand fashion apparel will increase slightly in the next 12 months (62%vs. in the past 12 months) 64%. While high-end cosmetics / skincare products (64% of 70%vs. in the past 12 months), Jewellery / watches (63%vs. 58% in the past 12 months) and alcohol (52%vs. 36% over the past 12 months) will decline in varying degrees, of which the purchase intention of refined wine will have a sharp decline, from the past 52% to the expected 36% in the future.

　　 More Chinese luxury consumers targeting Europe

According to the survey, in 2013, 56% of consumers in mainland China regarded Hongkong as a tourist destination, making Hongkong the preferred destination for luxury goods, including bags / Shoes / accessories and high-end cosmetics / skincare products.

At the same time, Chinese consumers are no longer satisfied with shopping at their own doors, and more and more Chinese luxury consumer schemes are coming to Europe to open their "luxury journey". For clothing, accessories and cosmetics, France is expected to surpass South Korea and become the second largest shopping destination for Chinese luxury consumers, following Hongkong. For delicate wine, France and Italy will surpass Hongkong and Singapore, becoming the second largest shopping destinations respectively. For high-end watches and jewellery, Hongkong will continue to maintain its leading position. At the same time, Switzerland is expected to surpass France and become the second largest shopping destination after Hongkong.

As for the purpose of outing, shopping (97%) is the main activity of mainland tourists. Sightseeing / Attractions visit (84%), and entertainment for theme parks, stage shows and Musicals (72%) is also an important factor in attracting them to Hong Kong, Macao, Taiwan and overseas areas.

　　 " Superior quality "Is the main intention of mainland tourists to buy luxury goods.

When it comes to luxury goods, more than half of the respondents (56%) first think of "high quality" and 46% love their "unique taste and exquisite design". Five of the two passengers on the mainland pay special attention to the "sense of historical heritage" of famous brands. As for the intention of purchasing luxury goods, 45% of the mainland visitors considered it to be the "high quality" of their representatives. In addition, 46% of respondents said buying luxury goods could bring a sense of high taste and difference, and 42% said they would give themselves a reward or reward.