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Chinese consumers’ luxury choices

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HSBC survey identifies what mainland China’s wealthy want to buy.

Despite the pandemic, a slowing economy and a levelling-up policy, mainland China’s wealthy still want luxury. They are planning to travel abroad again. French products are most popular, but local Chinese brands are catching up.

HSBC’s fourth survey of the country’s luxury spending shows demand weakening since January 2020. But respondents want to spend at pre-pandemic levels on cosmetics, skincare and perfume in 2022, with ready-to-wear and footwear well supported too – while planning lower spending on luggage, jewellery, watches, handbags and leather goods.

Women are most likely to maintain pre-virus spending and the young more likely than older shoppers. About 32% of respondents said increased pay will make them spend more – but that compares with 48% in 2020.

We surveyed 2,000 wealthy people, 60% aged under 35 and 65% female. All have household incomes exceeding 150,000 renminbi ($24,000); 76% earn above 200,000 renminbi; 50% above 240,000 renminbi.

Mainland China has eradicated extreme poverty but the gap between rich and poor has widened. Beijing’s new ‘common prosperity’ policy aims to distribute wealth more evenly, raise lower incomes, and reduce precautionary saving through better social-welfare programs.

Even so, 62% of our sample expect their incomes to rise; just 3% anticipate a fall. But the cost of living is the main threat to consumption – even more than in previous surveys – followed by pandemic restrictions and job security.

Beijing’s levelling-up policy could boost the country’s middle-class population from about 500m to 600m by the end of 2025 – households that can afford houses, cars and travel.

The pandemic almost halted non-essential international travel but 90% of respondents plan to go abroad at least once a year when restrictions are removed – though this is unlikely in the short term.

France and Italy have overtaken Japan as first-choice destinations with Hong Kong back in fourth position. Countryside is the main foreign attraction, followed by safety and ¬– though less than in previous years – good shopping.

Our survey asked about purchases of premium products, including clothing, sporting goods and beer: 45% said they buy top-quality products, wherever they come from, and 29% prefer imported brands despite higher prices.

However, 24% consider Chinese brands better value. They are challenging Western brands, especially in beauty, where domestic firms are more adept at digital marketing to younger consumers seeking high-quality products such as make-up.

Buyers – irrespective of age, gender or income – want French brands. They are first choice for 29% of our survey with 19% preferring Italian, but 17% choosing Chinese.

An increasing, if still small, number of consumers consider sustainability issues, though are reluctant to pay significantly more for it. While second-hand luxury handbags sell in the US, only about 6% of Chinese respondents would consider it.

The pandemic has changed consumers’ preferences for where they want to buy luxury goods. Full-price shops, top in our last two surveys, have slipped to fifth position, replaced by duty-free stores.

Local duty-free stores gained popularity during the pandemic, particularly in Hainan, a holiday island where shoppers avoid the mainland’s 13% VAT. Hainan recorded $5bn sales in 2020 but the target is to grow this fivefold by 2025 with tourist numbers rising from 65m to 110m. Two-thirds of our survey sample had visited Hainan since 2019.

First published 23rd January 2022.

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