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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.