A recent report by BNP Paribas finds a larger portion of Chinese consumers rely on digital information compared to the U.S. For example, 66% of Shanghai residents seek information on a brand website before making a purchase vs. 52% in New York. Likewise, fewer luxury consumers in China rely on point of sale information, 42% in Shanghai vs. 46% in New York.
This means brands need to provide tools for consumers to conduct research online. L2’s Digital IQ Index: China – Luxury shows China site investment among luxury brands has remained stagnant since 2011, with minor improvements in live chat and store locators. Only 10% of Index brand sites feature live chat, compared to 6% in previous year. The number of sites that feature user reviews has decreased to 6% from 8% in 2013.