Luxury Purchases Remain The Focus Of Chinese Tourists' Travel

Nowadays, the consumption habits of Chinese tourists, especially consumers from the first tier cities are gradually closing with European and American tourists.

Although for Chinese tourists, the demand for cultural experience is growing, but

Is still the focus of travel.

In fact, in the 83721 online discussions, 8% of the discussions referred directly to the specific luxury brands.

Among them, Louis Vuitton (21%) was the most mentioned, followed by Chanel (6%), and the top five were Giorge Armani, Prada and Gucci.

After further analysis of these data, it was found that Louis Vuitton won the top spot, thanks to the continuous exposure of the brand in the Chinese market. Especially during the downturn of the industry, Louis Vuitton is still active in the eyes of Chinese consumers through the successful KOL strategy.

For example, Louis Vuitton collaborated with Chinese stars such as Fan Bingbing and Jing Bairan to promote LV suitcase, so that the brand can become China again.

The popular argument.

The analysis also shows that 15% of the comments on overseas travel mentioned in the online discussion are from Guangdong, followed by Beijing, Shanghai, Zhejiang and Jiangsu.

In addition, more than half of the netizens who share online travel experience are between 21 and 30 years old. It can be seen that the main consumption group of overseas tourists is not restricted to the middle age class. Although most of the users who are active in social media are young groups, most of them have certain consumption power.

The original two level provinces in Zhejiang and Jiangsu also followed Shanghai successfully, showing that there are more and more potential overseas consumers in the two tier cities.

The most talked about reviews of overseas travel on Chinese consumers' websites

They are cosmetic products, followed by handbags, watches and jewelry.

In the cosmetics category, 64% of the reviews were related to cosmetics, 21% related to skin care products, and only 17% of the reviews were related to perfume.

It can be seen that the consumption of Chinese consumers is becoming more and more internationalized, which is related to the positive publicity and positive image of luxury brands.

Shopping is no longer the only factor for Chinese tourists to travel overseas. For these consumers, the destinations for overseas destinations are more than they used to be, and their travel destinations and expectations are changing.

However, under the environment that the Chinese government strongly supports local brands and industries, it is far from enough to attract Chinese tourists to overseas consumption solely by the price difference between overseas luxury goods and the mainland market.

The huge consumption potential of mainland Chinese consumers still needs to be explored. Perhaps it is the right choice for luxury brands to focus on mainland China's local market.