China: attitude towards collaboration between luxury brands and video games 2020

According to a survey among young Chinese luxury consumers, around 32.1 percent of respondents said that they would like to pay closer attention to the luxury brands that collaborate with their favorite video games. Approximately 18.9 percent of consumers said that they are willing to purchase collaborative luxury items.

Impacts on consumer behavior when luxury brands collaborate with their favorite video games as of November 2020

Characteristic	Share of respondents
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Release date

May 2021

More information

Region

China

Survey time period

November 2020

Number of respondents

1,030 respondents

Special properties

among young luxury consumers in higher-tier cities and overseas

Method of interview

Questionnaire

Supplementary notes

Original question: what would you do if your favorite video games/ video game characters are in collaboration with luxury brands?

The survey was conducted among 33.4 percent of males respondents and 66.6 percent of female respondents.
22.7 percent of respondents were born in 1995 or later, 28.4 percent of respondents were born between 1990 and 1995, 48.9 percent of respondents were born before 1990.
47.2 percent of respondents had a monthly income below 10,000 yuan, 40.9 percent of respondents had a monthly income between 10,000 and 50,000 yuan. 5.9 percent of respondents earned monthly between 50,000 and 100,000 yuan, and 6 percent of respondents earned more than 100,000 yuan monthly.

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