close
Share with your friends

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).

1000

Related content

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

© 2020 KPMG Huazhen LLP, a People's Republic of China partnership, KPMG Advisory (China) Limited, a limited liability company in China, KPMG, a Macau partnership and KPMG, a Hong Kong partnership, are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited  ("KPMG International"), a private English company limited by guarantee. All rights reserved. The KPMG name and logo are registered trademarks or trademarks of KPMG International.

 

For more detail about the structure of the KPMG global organisation please visit https://home.kpmg/governance.

Connect with us