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According to the latest Nielsen China Outbound Travel Monitor nearly half of Chinese international travellers purchase luxury branded goods
when they go overseas - with close to two-thirds snapping up fragrance, perfume and cosmetic bargains followed by
fashion/accessories/leather goods and souvenirs/confectionery.
Conducted in partnership with the Pacific Asia Travel Association (PATA) the Monitor reveals that three quarters of Chinese travellers are buying
luxury goods overseas because they are less expensive than at home and nearly
60% do so because they can be sure the luxury good is
'genuine' and 'authentic'. A 'better selection' was the third major consideration when purchasing luxury branded goods while travelling abroad
(48%).
"Chinese consumers these days are more informed and sophisticated and luxury brands offer quality and project a certain high social status.
While they have more disposable income, they will still spend wisely, and are taking advantage of increased international travel to pick up luxury
brands they may not ordinarily be able to afford at home, " said Dr Grace Pan, Head of Travel and Leisure Research - The Nielsen Company
China.
China has become a major market for international brands in recent years with more designer brands opening flagship stores in this fast
growing market. According to Nielsen data, if money were no object, French brands Chanel (41%) and LV (33%) are the most desired brands
among increasingly affluent Chinese consumers, followed closely by the Italian brand Valentino (32%).
For Chinese tourists Europe and North America are the favourite luxury goods destinations - close to three in five (59%) purchase luxury
branded goods when they go to Europe and over half (56%) purchase them when they visit North America. On average, Chinese travellers
spend US$900 on luxury branded goods when they are overseas. Across all destinations, spending on luxury goods was highest in Europe,
amounting to $1,359 per trip.
Industry figures indicate that travellers from mainland China spent close to US$30 billion while abroad in 2007. Collectively that positions China
in fifth position in terms of world rankings of international travel expenditure.
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