45% consumers prefer to watch videos to get new luxury products information, 27% prefer to watch products photo gallery, and 14% prefer articles or special visits to know products according to the latest research of Mintel.
With increasing luxury brand awareness in more China’s urban areas, channels for consumers to get knowledge of luxury products become more comprehensive. 51% female consumers between 20 and 24 years old and 46% middle-income groups (family monthly income between US$2,468.56 to US$3,085.55) are more likely to become aware of luxury brands on fashion magazines.
Traditional media such as magazines and newspapers are still very effective channels for luxuries marketing, especially for apparel, accessories and shoes. Video websites which can best reflect the brand value and introduce new products are the most popular channel of consumers. Male consumers have a higher acceptance level for digital marketing methods.
Customized luxury products also drive the development of the luxury industry in China. 43% respondents believed that customized products, such as custom made handbags colors, are a great innovative marketing method and 41% prefer designs of combination of colors with Chinese culture according to Mintel. Other 31% prefer the marketing method integrating art and music.
Clothing (55%), fashionable accessories and watches (42%), jewelry (50%) are the most popular luxury products. Male (32%) have a higher enthusiasm towards food and beverage luxury consumption than female consumers (26%). On the purchase of the electronic equipment, men’s purchase intention (39%) also remains high than the female (19%).
Experiential luxury products have gradually become popular in China, including health, culture, leisure and high-end travel products. 58% respondents show they plan to buy luxury goods or experiential luxuries in a short period. 28% will buy catering luxuries and 22% are willing to pay for cultural and leisure luxury activities. 21% urban consumers in China are interested in experimental luxury buying.
Also read: China Overall Advertising Insights Q3 2015