China's Connected Consumers - When 10,000 Chinese shop... Insights from a 2015 survey

China's Connected Consumers - When 10,000 Chinese...

KPMG has launched a new ecommerce survey of online spending in China, in partnership with Mei.com (A China-based online flash retailer of luxury brands) and Weibo (An online social media platform in China).

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China's Connected Consumers

The survey analyses responses from 10,150 luxury consumers in China on their online spending patterns. A sequel to a 2014 survey which also analysed online luxury spending in China, the new report highlights the rise of online transactions, as well as the increasingly important roles of social media and mobile devices.

Survey highlights:

  • 45 percent of respondents said they purchased most of their luxury items through online options
  • The maximum amount they felt comfortable paying online for a single item is RMB4,200, far higher than the RMB 1,900 they indicated in 2014
  • An average of around RMB2,300 is spent on each single luxury transaction
  • The top driver for purchasing online remains pricing and better deals Cosmetics is the most popular product bought online, followed by women’s shoes, bags and leather goods, women’s apparel and accessories
  • Reading about a product on a blog or social site and seeing the product in an online shop are key online triggers to purchase luxury e-commerce.
  • An increase in numbers of luxury services purchased online, including online hotel and restaurant bookings, followed by domestic and overseas trips
  • The survey sees a near doubling of
  • Chinese luxury online consumers planning to buy overseas trips online

The survey analyses responses from 10,150 luxury consumers in China on their online spending patterns. A sequel to a 2014 survey which also analysed online luxury spending in China, the new report highlights the rise of online transactions, as well as the increasingly important roles of social media and mobile devices.

Survey highlights:

  • 45 percent of respondents said they purchased most of their luxury items through online options
  • The maximum amount they felt comfortable paying online for a single item is RMB4,200, far higher than the RMB 1,900 they indicated in 2014 An average of around RMB2,300 is spent on each single luxury transaction
  • The top driver for purchasing online remains pricing and better deals
  • Cosmetics is the most popular product bought online, followed by women’s shoes, bags and leather goods, women’s apparel and accessories
  • Reading about a product on a blog or social site and seeing the product in an online shop are key online triggers to purchase luxury e-commerce.
  • An increase in numbers of luxury services purchased online, including online hotel and restaurant bookings, followed by domestic and overseas trips
  • The survey sees a near doubling of Chinese luxury online consumers planning to buy overseas trips online

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