Offline networks trump online networks for China luxury

Offline networks trump online networks for China luxury

Despite the widespread acceptance of online microblogs such as Weibo and social media sites in China, good old fashioned offline word of mouth is still the most powerful influence for referrals to Chinese luxury websites, according to a recent research report by iResearch.

Given the private nature of wealthy Chinese, and their closed circles of relationships and trust, this isn’t surprising to us, but can be a hard nut for brands to crack when tackling the China market.

However, microblogs (read: Weibo) are a close second method of spreading the word about luxury retail sites, with 21.9% of respondents stating they would tell others about luxury retail sites via microblogs, compared to 22.5% sharing via get togethers with friends.

With 42% of respondents being referred to luxury sites by online ads, 40% by search engines and 21% by microblogs, digital is the next best thing to a trusted friend.  The least popular methods for luxury website referrals? TV commercials and outdoor ads.

See the research results at:

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