Luxury shopping travellers like to show off their luxury purchases on social media. Leather goods and ready-to-wear are the most buzzed categories. They gain overseas shopping information from Taobao and social shopping websites. The Weibo accounts of professional overseas buyers play a big role in their information gathering and purchasing. Luxury shopping travellers favor innovative and trendsetting brands. Limited editions and unique designs are very effective methods to stimulate purchase.
Eve Lo, Chief Knowledge Officer, GroupM China said, "Holidaymakers embrace the joy and opportunity offered by travel, and are open to new experiences, providing a great opportunity for brands to offer engagement. Brand marketers must understand the consumers’ passion points and provide a unique experience.”