Luxury websites are failing users in China
Many luxury brands are failing to deliver an optimal online experience to their growing Chinese market. Brand owners ignore this disconnect at their own peril. According to a recent McKinsey report, "The internet has rapidly become the second most important consumer touch point for luxury categories such as fashion."
And Chinese shoppers have not yet reached their peak of projected spending. Recent studies show that these shoppers are moving online in unprecedented numbers. Mainstream consumers of luxury goods are getting younger. Three-quarters are under 43 years old, with more than half between the ages of 25-28. These shoppers are as tech-savvy and demanding as young people anywhere else in the world.
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Sources:
- StatCounter, Top 12 Browser Versions in China from March to May 2011
- Internet Retailer, What you don't know about browsers can hurt your conversion rate, February 2011
- Jakob Nielsen, Website Response Times, June 2010
- Forrester Consulting, eCommerce Web Site Performance Today: An Updated Look At Consumer Reaction To A Poor Online Shopping Experience, August 2009
- iResearch, China Online Shopping Market Rapidly Develops in 2010, June 2011
- McKinsey, Understanding China's Growing Love for Luxury, March 2011
- KPMG, Luxury Brands in China, 2007
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