Shanghaians to spend more on luxury goods than New Yorkers

03 Feb '14

4 min read

Equally as important are magazines as well as recommendations from friends and acquaintances, which are especially decisive for Chinese consumers. One out of three users in New York (35%) as well as in Shanghai (31%) chooses to be kept informed through email communications sent by brands. To this end, it is also interesting to highlight that around half of those that went to boutiques to buy a luxury good had received and opened a digital direct marketing message sent by the brand: the influence of email channels on purchases, and not only those made online, proves to be crucial, the study reveals.

In New York the appeal of the online channel is mainly based on the availability of exclusive products, having greater discretion and privacy when buying, and being better informed about the product’s features and the variety on offer. The Chinese market considers this last point, along with the more general pleasure of the buying experience, to be still the prerogative of brick and mortar stores.

Two different consumption profiles emerge: fashion buying in China is closely linked to the display of one’s own spending capacity, while the New York consumers show greater affection for brands, according to the ContactLab study.

The Chinese market, seen from Shanghai, confirms its standing as a market offering enormous opportunities to companies that produce high-end products. Identifying a strategic approach that considers the characteristics of each country remains fundamental for brands to understand their consumers, both in terms of the motivation behind the shopping experience, as well as the choices on offer, whether exclusive or overlapping, between the e-commerce channel or brick and mortar stores to finalise sales.

ContactLab

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