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Highest conversion rate for beauty amongst Chinese

beauty - retail in asia

According to a new Chinese traveller & shopper report from CiR the beauty category boasts the highest conversion rate amongst shoppers, and Tier 2 shoppers have a strong propensity to purchase in confectionery, jewellery & watches categories.

International travel has become relatively commonplace for the Chinese with close to half (47%) of respondents taking 2-3 trips in the past year, and more than one in four (27%) taking four or more trips, says CiR.

As mentioned, P&C has the highest conversion rate amongst shoppers with 80% of visitors going on to purchase an item, rising to 84% amongst female shoppers.

The study also concludes that tobacco appeals to Tier 1 shoppers ‘more than expected’, whereas Tier 2 shoppers are more drawn to confectionery, jewellery & watches.

CiR also highlights that millennials’ have a greater propensity to spend in ‘makeover’ categories such as fashion & accessories, jewellery & watches and beauty.


Finally, quality, price and packaging are key attributes that appeal to Tier 3 shoppers specifically.

SEE ALSO: Estée Lauder appoints Patrick Bouchard to travel retail leadership role

These are some of the top-line finding from the Chinese International Traveller & Shopper Report conducted by travel retail analyst, research and category expert, Counter Intelligence Retail (CiR).

“The study drills down into the specifics of purchasing in the six different categories to find out about general attitudes to duty free; identification of shopper profiles; purchase drivers for the Chinese; as well as barriers to purchase,” says CiR.

CiR conducted online research among over 1,400 recent Chinese travellers living in or near 80 cities, across 29 regions in China.

“As well as uncovering general buying trends, one of the aims of the survey was to identify key variations in shopping and travel behaviour between Tier 1 city residents, and the emerging middle classes in Tier 2 and 3 cities,” says Garry Stasiulevicuis, President of CIR.

“The Chinese are the fourth most travelled nationality, with over 65m flight passengers in 2016, an increase of +17% on the previous year, higher than any other in the top 30 list of travelling nationalities.”

CiR’s forecasting data predict that Chinese international flight passengers will have increased by +38% to 90m by 2025.

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