Keep calm and carry on shopping for luxury goods, say Chinese millennials
Chinese born after 1985 plan to increase their spending on consumer goods next year and will target high-end goods even as the economy slows, a survey finds
While China’s economic growth is expected to slow down next year, at least one part of its population will not be worrying and plans to carry on shopping, especially for luxury goods, according to a recent survey.
Around 70 per cent of millennial respondents of the survey, jointly conducted by consultancy KPMG and Mei.com, a Chinese online shopping platform, said they planned to increase or “significantly increase” their consumption of luxury goods and services over the next 12 months, with 45 per cent saying it is “essential” to own at least one designer item.
The survey defined millennials as people born after 1985, who accounted for 67 per cent of the around 3,000 people polled.
“Chinese millennials have very different consumption habits compared to their parents’ generation,” said Jessie Qian, head of consumer and retail at KPMG China, “They share more similarities with their western peers in terms of shopping behaviours, such as focusing on the quality of the goods and wanting a more innovative shopping experience.”
They are particularly interested in higher-end clothing, cosmetics and perfume, as well as shoes, watches, jewellery and bags, the survey found.