Recent economic trends suggest that, over the next several years, there will be more demand for luxury goods from China. This presents an exciting opportunity for marketers to deliver their brand stories to luxury connoisseurs in Greater China.
Solution
To discover how consumers use online media when making luxury purchases, and what consumer preferences are for online advertising, Microsoft Advertising conducted a survey in China, Hong Kong, and Taiwan among female and male consumers ages 24-45.
Results
The survey revealed key trends for this consumer group.
Luxury means different things to different people. One person might purchase luxury items because it makes them feel happy, while another feels that owning luxury goods impresses others.
Also, although all respondents were Chinese, motivations differed between markets.
The Internet is a vital factor in the purchase journey: these consumers shop online, research luxury products online, and use sites such as MSN to keep current with trends.
The luxury shopper welcomes online ads, and most would like to see more advertising of luxury goods.
