China I2i Group Survey Shows Dior, Prada, Gucci & Coach Are the Most Desired Brands of Chinese Millennial Global Travelers
1.2 Million Chinese Travel Shoppers Surveyed
Shanghai, China, June 14, 2017 (Newswire.com) - According to a recent survey of Chinese international travel shoppers on Wechat by the China i2i Group in Shanghai, 11,528 global Chinese travel shoppers were surveyed through i2i’s nine WeChat travel and shopping platforms in China out of the total follower base of over 1.2 million.
Dior, Prada, Gucci and Coach were ranked at the top by these Chinese travel shoppers, followed by Hermes, Chanel, Burberry, BOSS and Tiffany. LV, the top desired brand for most Chinese global shoppers over the past years was ranked 10th, indicating that many millennial Chinese shoppers crave different brands compared to what their parents preferred.
China i2i CEO, Alexander Glos, commented, “We see two big trends in global Chinese travel shopping. The rise of the millennial or as I call them in China — Singleton’s, because they are choosing to enjoy life and delaying marriage. Second, the willingness to explore with new brands, be unique and not a follower”.
The 2017 China i2i Group WeChat Survey taps into a unique ecosystem in China. While many brands are challenged by how to find the right Chinese global shoppers, they often use their traditional European or North American marketing models in China. Regrettably, this often does not produce the right results because the overall demographics in China are not the same as abroad.
The China i2i Wechat ecosystem uses traditional print publications distributed to Chinese travelers at the point of their travel visa application as the source to find “real” travelers. More than 99% of these readers will travel. Each magazine has its own WeChat platform and the readers are invited to join. This creates a 1.2 million travel shopper ecosystem that brands and retailers can tap to connect with valuable customers on a daily basis, like a CRM system.
Based on the survey, these travelers accounted for over $3.4 billion in annual shopping while traveling around the world, with 690,000 guests in 4 and 5-star hotels and 875,000 car rentals. 94% of those surveyed said they use their WeChat internationally while shopping and traveling.
WeChat is the largest social media platform in China with over 900 million daily users. Most use the platform between 45 and 65 times each day.
Complete survey results can be downloaded from http://www.i2i-china.com/wp-content/uploads/2017/06/2017-China-i2i-Group-WeChat-Survey.pdf.
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Source: China i2i Group