China: changes in buying luxury goods during coronavirus COVID-19 2021

According to the survey on luxury goods purchases as of January 2021, around 65 percent of respondents from China said they will be buying luxury goods with higher quality after COVID-19. In the meantime, approximately 59 percent of respondents chose to buy even more luxury items because they want to treat themselves better.

Coronavirus COVID-19 impacts on luxury goods shopping behavior in China as of January 2021

Characteristic	Share of respondents
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Release date

June 2021

More information

Region

China

Survey time period

January 2021

Number of respondents

1,500 respondents

Special properties

among affluent consumers from mainland China

Method of interview

Online survey

Supplementary notes

Original question: To what extent do you agree that your actions have changed as below during COVID-19?

The survey was conducted among respondents who were:
45 percent male and 55 percent female;
7 percent below 25 years old, 51 percent between 26 and 35 years old, 17 percent between 36 and 45 years old, and 25 percent aged 46 years or above.
10 percent from Beijing, 10 percent from Shanghai, 10 percent from Shenzhen, 10 percent from Guangzhou, 30 percent from 2nd tier cities, and 30 percent from third and lower tier cities.

The average annual household income among the respondents was 1,435,000 yuan. One yuan equals 0.15 U.S. dollars and 0.13 euros (as of September 2021).
The average age of the respondents was 36.0 years old.

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