Leading purchase channels for luxury goods in China 2021, by category

Published by Yihan Ma, Sep 10, 2021

According to the survey on luxury goods purchases as of January 2021, around 92 percent of respondents from China said they purchased cars offline while only 50 percent of consumers chose to buy vehicles online. In comparison, around 86 percent of consumers felt comfortable in buying luxury make-up products online.

Share of consumers who prefer to buy luxury goods online and offline in China as of January 2021, by category

Characteristic	Online	Offline
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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 consumers from mainland China

Method of interview

Online survey

Supplementary notes

Original question: From what channels do you feel comfortable buying the following categories?

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.

The count of respondents (n=) for the respective luxury products is as follows: watches: 570, jewelry: 727, clothing: 1172, shoes: 906, wallets: 456, handbags: 398, eyeglasses: 494, make-up: 562, cars: 76, wine: 394, electronic gadgets: 310, furniture: 195.