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China: Millennials Report

Affluent Insights 2017-2018 | Published December 2017

In This Report...

We will be looking at purchasing behaviour, motivations, media channels and brand preferences of the highly affluent consumers when it comes to purchasing premium and luxury products and services.

As a fast growing consumer market, majority of the affluent Chinese millennials consider luxury product as a symbol for elevating their status or ensuring their self confidence. Yet, there is an increasing focus on the exclusivity and quality of product. They would buy luxury as a reward for self and also as gift for someone.

PRODUCT CATEGORIES COVERED

Affluent Insights™ 2017-18 Luxury Study covers premium brands across the following categories:

  • 105 Fashion & Accessories brands
  • 81 Watch brands
  • 66 Jewelry brands
  • 82 Travel & Leisure brands
  • 54 Skincare brands
  • 84 Alcohol brands

Brand selection: For past purchase/ownership and future purchase plan questions, we have selected brands that are well-known luxury brands and/or are part of the competitive set of our subscribers’ brands. For brand image questions, we include subscriber brands, as well as, a sub-set of high-end luxury brands that have shown to be the most popular in our research.

 

Are Chinese Millennials purchasing luxury for the quality they provide or to elevate their status?

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China: Millennials Report
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