The Luxury Consumption Habits Of 20-30 Year Old Young People In Different Countries

According to the world clothing and shoe net, delle recently released a survey to reveal the 20-30 year old young people in different countries.

Consumer habits, Chinese consumers in many ways are different from those in the west, and some are unexpected.

Like to understand fashion trends from brand website rather than social media.

Though on micro-blog's big V and WeChat

Public numbers are always keen to discuss popular trends and star dressing, but the report shows that these social media are not the most important way for Chinese young people to understand the trend of fashion. The proportion is only 15%, fashion magazines and

The official website is more authoritative in their minds, and more than 35% of respondents used the two as the main source of the trend.

This is different from other countries. The report points out that millennials from other countries know more about the trend of the season from social media.

Consumption is more rational.

Although online shopping spawned a batch of "chopped hands", Chinese young people are still not easy to get hot headed in terms of luxury goods.

Especially when it comes to things that are "essential", they tend to be more cautious and tend to buy in physical stores, which is as high as 60%.

This is different from the Western peers, who have many options to buy online, which may be related to the more developed luxury electric business. After all, this industry has just started in China.

Chinese consumers surveyed said that the main reason for choosing a store is to "touch the product" and try it out, and luxury stores' unique shopping experience is another reason.

Not paying for custom goods and services.

"Experiential luxury" and "personalization" are popular words in the luxury industry in recent years, but Delle said China's millennials are not interested in these two services.

Compared with young people in the west, they are less likely to pay higher prices for customized goods. Only 40.6% of them said they were "willing" to pay a higher price, while the United States accounted for more than 70%, and the number of Britain and Italy was 56% and 61.6% respectively.

When it comes to gift giving, Chinese young people do not think much of the "experiential" products, such as luxury hotels, fancy restaurants, etc.

Delle attributed the phenomenon to the maturity of the market, saying that Chinese consumers have not yet developed the consumption concept of "paying higher prices for luxury goods or services".

Attach importance to quality and uniqueness

Quality is the most important factor for millennials to choose luxury goods. "When consumers can buy a more practical product, quality will be a boost to their luxury purchases."

This is what the report says.

It is worth noting that although the millennial generation of China is not accustomed to paying for customized products, they are more concerned about "uniqueness" than consumers in the west, and a story product is also a bonus.

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Brand loyalty is higher.

Another significant difference between Chinese and Western consumers in the treatment of luxury goods is brand loyalty.

According to the report, in the more mature west of the luxury market, the brand loyalty of the millennial generation is lower. 1/3 and American consumers in Europe say they will buy more than one brand, but in China, this proportion is more than half.

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