Gartner for Marketers Research

Insight Report August 27, 2019

China: The Traveling Chinese Consumer

As China’s luxury price premium remains significant, more than two-thirds of Chinese consumers’ luxury purchases are actually made outside mainland China. Chinese consumers are spending on fashion, watches, jewelry and premium beauty at traditional and duty-free retailers across the globe.

To reach these customers where most transactions take place, brands need a digital strategy for all phases of the outbound Chinese traveler’s purchase journey, including when shoppers conduct pretrip online research, when they arrive at their destinations and when they visit stores. This report answers the following questions: 

  • How are brands utilizing site and WeChat functionality to assist traveling Chinese shoppers? 

  • How can brands leverage partnerships with China’s top digital travel platforms to drive awareness and purchases? 

  • What is the international mobile payment adoption rate for Alipay and WeChat Pay among luxury brands?

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