The 2019 China Luxury Forecast report, jointly released by Ruder Finn and Consumer Search Group, revealed the winning brands for various luxury goods categories in Mainland China and Hong Kong in terms of brand awareness and purchases. Chanel leads across fashion items such as jewellery, clothing, handbags, and leather goods, but also in beauty and cosmetics.
Simon Tye, executive director of Consumer Search Group Hong Kong, said, “As digitalization now offers consumers full access to information, brands need to stay constantly innovative in product development and marketing initiatives in order to be effective trend leaders. In addition, a brand must ensure uniqueness in every detail, especially through a consistent, omnichannel consumer experience.”
Here are the findings of the report.
Rolex, Cartier, and Omega are the top three watch brands that received the highest awareness ratings in both Hong Kong and China. Rolex tops the chart in Hong Kong, followed by Cartier and Omega. In Mainland China, however, Cartier gains the top spot with a marginal difference between it and Rolex, while Longines is almost tied with Omega.
Around half of Hong Kong luxury shoppers surveyed have purchased a Rolex within the past 12 months. For Mainland China, Rolex and Cartier are neck-to-neck competing for purchases. The report notes that among surveyed millennials and generation Z's aged less than 35 years old, that they purchased more of Cartier.
Cartier, Tiffany & Co, and Chanel were the top three jewellery brands in Hong Kong, while Cartier, Dior, and Chanel were the Mainland China leads. Cartier, Tiffany & Co, Dior, and Chanel were the top brands surveyed consumers purchased in the past 12 months in both Hong Kong and Mainland China. The report shows that purchases of Cartier were far higher than other brands.
In Hong Kong, Chanel, Gucci, Dior and Louis Vuitton are the top four fashion brands with the highest brand awareness. But in Mainland China, Hermes is in the lead position, followed by Gucci, Dior and Chanel. In both Hong Kong and Mainland China, Chanel, Gucci and Dior are the top three brands that consumers surveyed said they like to purchase within the past 12 months.
The survey also found that Uniqlo is the most preferred fast fashion brand in both Hong Kong and Mainland China. The brand leads far ahead in Mainland China, while in Hong Kong it is closely followed by H&M.
Handbags & Leather Goods
Gucci, Louis Vuitton, and Chanel are the top three best-known luxury leather goods brands in Hong Kong. In Mainland China, Hermes, Gucci, and Coach top the list. In both Hong Kong and Mainland China, Gucci, Louis Vuitton, and Hermes are the top three brands that surveyed consumers purchased within the past 12 months.
Beauty & Cosmetics
Hong Kong consumers are most aware of Chanel, while Mainland China consumers are most aware of Estee Lauder. SKII, Chanel, and Shiseido are the top three brands purchased by the Hong Kong consumers surveyed while Estee Lauder, Chanel and Lancome are the top three brands for Mainland China consumers surveyed within the past 12 months. Estee Lauder tops the list for the first time in both brand awareness and purchases in Mainland China.
Wine & Spirits
Hong Kong consumers are most familiar with Hennessy, while Mainland China consumers are most familiar with Remy Martin. Hong Kong consumers surveyed voiced they like purchasing red wine and whiskey while the Mainland China consumers surveyed like purchasing red wine, white wine, and whiskey, showing that wine and whiskey are most widely accepted by Chinese luxury consumers.