Factors for switching to another luxury brand in Greater China 2022

Reasons among loyal luxury consumers to switch towards a new brand in mainland China and Hong Kong in 2022

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Release date

January 2023

Region

China, Hong Kong

Survey time period

mid-2022

Number of respondents

2,653 consumers who have purchased or are interested in luxury goods

Age group

18 years and older

Supplementary notes

The survey focused on residents in Tier 1 cities (Guangzhou, Shenzhen, Beijing and Shanghai), Tier 2 cities (Chengdu, Hangzhou and Wuhan), and Hong Kong. The share of respondents: 46 percent from Tier 1, 39 percent from Tier 2, and 16 percent from Hong Kong. The sample size was evenly distributed by gender and represented a wide range of income levels. Age distribution: 33 percent were 18 to 24 years old, 34 percent were 25 to 34 years old, 19 percent were 35 to 44 years old, 8 percent were 45 to 54 years old, and 6 percent were above 55 years old.

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