Chinese consumers prefer to buy luxury clothes and jewellery in-store

An overview of luxury goods consumers in Mainland China and Hong Kong and online and offline retail.

The Chinese luxury market is split between online and offline purchase behaviours depending on the category, according to 2020 and 2019 data from consultancy Ruder Finn and research company Consumer Search Group.

In Mainland China, more consumers say they are comfortable purchasing luxury goods like automobiles, watches, jewellery, clothing and shoes offline than online. For example, nine-tenths (89%) of buyers say they are comfortable purchasing jewellery in-store, compared to just 64% for online.

In comparison, more consumers report feeling comfortable buying luxury electronics, beauty & cosmetics, accessories, wines, liquor & spirits and handbags online than offline. For example,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands