The new “China PAX Focus” study by JMG-Research investigates the travel retail habits of flyers living mostly in Beijing and Shanghai, focusing on product category consumption, purchase planning, consumer attitudes and perceptions of the travel retail industry. Founder Jérôme Goldberg gave an excellent and data-rich presentation, offering insight into the shopping trends of these brnd-target city dwellers.
Again, the message emerging from this research was clear; shoppers in China are generally untrusting of retail and are very aware of what constitutes good and bad value. The behaviour which unites savvy Chinese shoppers is planning and research before purchase; Jérôme’s research found they research most or all of the following:Which category they will buyWhich brand they will buyWhich product they will buyWhich specific styles they will buy (size, color, etc.)At what price they will buyWhere they will buy