According to a recent study conducted by Bluebell Group, Chinese consumers prioritize brand reputation, engaging experiences, and natural materials when making purchasing decisions. The study, titled “Asia Lifestyle Consumer Profile,” examines consumer trends in the Asian market, with a specific focus on Mainland China.
The report reveals that 95% of consumers in Mainland China consider brand reputation to be a crucial factor when deciding what to purchase. While slightly lower, this sentiment is echoed by 91% of consumers in Taiwan, 88% in Hong Kong, 85% in South Korea, and 75% in Japan. Additionally, the study highlights that Mainland Chinese consumers are highly optimistic about the future, with 97% expressing positivity. South Korea ranks second in consumer optimism, followed by Hong Kong and Taiwan tying for third place. Southeast Asia and Japan have lower levels of consumer optimism in comparison.
The study suggests that Mainland Chinese consumers’ optimism may stem from the shorter duration of lockdowns related to Covid-19 and the high public approval of pandemic restrictions in the market. Another significant finding from the study is the importance of unique experiences for consumers. In Mainland China, 94% of consumers stated that they would be more inclined to choose a premium or lifestyle brand that offers engaging experiences such as events, technology, entertainment, or gaming elements. Taiwan and Hong Kong consumers also showed positive sentiment towards this trend, with 90% and 83% respectively agreeing that experiences could influence their brand choices. South Korea and Southeast Asia demonstrate similar inclinations, with 80% and 77% of consumers embracing this trend. However, Japanese consumers appear to be more reserved, with only 47% indicating that they would choose a brand based on experiential offerings.
The study also highlights the strong preference for natural brands among Mainland Chinese consumers. A total of 95% of respondents stated a preference for products made by companies that use natural ingredients or materials. This sentiment is shared by 89% of Taiwanese consumers and 85% of Hong Kong consumers. Southeast Asia and South Korea also exhibit a favorable view towards natural brands, with 78% of consumers in both markets expressing a preference. In Japan, the figure stands at 69%. While consumers across the region value natural products, sustainability does not appear to be a top priority yet. Except for Japan, over 70% of consumers in all surveyed markets stated that sustainability would not be among their top three factors when purchasing premium brands. In Japan, the figure drops to 58%.
Regarding second-hand fashion, the study indicates that it has not yet gained significant traction in Asia. Only 57% of consumers in Mainland China expressed willingness to purchase second-hand apparel and accessories. South Korea exhibited the highest interest in pre-owned fashion, with 70% of consumers open to the idea. On the other hand, Japan displayed the lowest level of interest, with only 48% of consumers considering shopping for second-hand items.
Bluebell Group, founded in 1954, operates a distribution network with around 650 points of sale across Asia. The “Asia Lifestyle Consumer Profile” report surveyed 2,100 premium lifestyle consumers across six key markets in the region. The findings of the report provide valuable insights for brands aiming to capture the attention and loyalty of Asian consumers, particularly in Mainland China. Understanding consumer preferences for brand reputation, engaging experiences, and natural materials will be crucial for businesses seeking success in this highly competitive market.
Useful links:
1. Bluebell Group
2. “Asia Lifestyle Consumer Profile” report
