"Shopping" From The Doll? Luxury Brand Is Aimed At The Chinese Millennial Generation!

Shanghai based i2i group released the latest research findings: the Chinese Millennial Generation likes to buy when they go abroad.

The top three cards are Dior, Prada and Gucci respectively.

Followed by Coach, Herm, s, Chanel, Burberry, Boss and Tiffany.

Interestingly, Louis Vuitton, the number one in previous years, fell tragically to tenth place.

I2i chief executive Alexander Glos said: "the results fully reflect China.

Chasing brands that are different from those of their parents. "

He observed that these 18-39 year old young people are more willing to dig out brands than just willing to play the role of followers.

The population of China's millennial generation is about 385 million, which accounts for 28.4% of the total population.

Many social science experts compare this generation with the "baby boom" after World War II, because there is a clear similarity between them, that is, advocating individuality.

Forrester Research, a US market research firm, once published a data saying that 66% of China's millennials were high-income people, and more than half of them purchased luxuries during the trip.

However, they not only buy handbags, jewelry, but also buy travel products, catering experience items and so on.

Through the survey of 11 thousand and 500 Chinese tourist shoppers, the members of i2i after the ranking are: Saint Laurent, Cartier, Omega, Leica, Remowa and German tableware brand WMF.

According to the survey, China's annual generation of overseas consumption contributed $3 billion 400 million, of which 690 thousand live in four and five-star hotels, and about 875 thousand use local car rental services.

29% of respondents said they spent 1469 yuan on each trip (about 10 thousand yuan), and about 23% of the respondents spent 2939 dollars (about 20 thousand yuan) each time.

Let's take a look at the next travel location of China's millennial generation. France, Italy, Germany and Britain are among the top four and Switzerland is in the fifth place.

New York, Losangeles, Seattle, Washington and San Francisco are the American cities that young people want to visit in the next 12 months.

Some of the more intelligent luxury brands have long begun to seize the opportunity to attract the Chinese millennials with the aim of gradually developing them into loyal users.

Compared with their parents or grandparents generation, they prefer to be free, proficient and love social media.

It's not hard to understand why more and more luxury brands are willing to work hard on social media.

Of the 107 luxury brands that are now entering the Chinese market, 92% of the 107 brands have opened the WeChat public, a report from the digital research institute said.

By the end of 2014, the ratio was only 5%.

Although it did not land Tmall and Jingdong, Dior opened its customized services through public numbers, such as the Lady Dior Tanabata handbag with a price of 28 thousand yuan last year.

In L2, the number one of the best performing luxury brands in China, Burberry has adjusted its Chinese e-commerce channel since 2016.

In terms of clothing and accessories for Baidu search engine, Burberry is the highest exposure luxury brand with pay search, and the highest paid search in mobile terminal accessories brands.

The third ranked Coach and fifth Gucci are also on the i2i list.

Gucci ranks second only to Louis Vuitton, and is also one of the most popular brands on Sina micro-blog. The cooperation with singer Li Yuchun has increased their exposure.

Gucci has also launched a App in China, and has re released its official website to improve search and navigation capabilities.

On the other hand, luxury brands are also trying to refurbish stores so that the sales space can become China's tourist destination. If it can become a self timer sanctuary, it will also be good.

For this reason, the most common method of brand is to invite famous architects or interior designers to launch.

In addition, there are many exhibitions in the shops, exhibitions, cafes, drinks shops, or the introduction of VR, virtual mirrors and other technologies.

Who says buy?

Is it just consuming clothes, shoes and hats?

For more information, please pay attention to the world clothing shoe and hat net information report.