Track lifestyle factors and consumption trends across Asia
, / PRNewswire / – Leading distributor and brand operator in Asia, Bluebell Group, today released the second volume of the Asia Lifestyle Consumer Profile. Based on a pan-Asian survey of 2,100 premium lifestyle consumers in 6 markets – Mainland China, Japan, South Korea, Hong Kong, Taiwan and Southeast Asia (Singapore and Malaysia) – the study highlights five leading consumer personalities and sheds light on changing trends shaping consumption in the premium and luxury segments, including fashion, accessories and; footwear, beauty, fragrance and; makeup, active lifestyle & jewelry & amp; watch.
“Last year, we launched the first edition of the Asia Lifestyle consumer profile to understand the differences and similarities among Asian consumers,” said Bluebell Group president and CEO Ashley Micklewright. “In this second volume, keeping in mind the different post-COVID policies in each market, we explore the evolution of these trends and major consumer personalities in Asia and delve deeper into some of the biggest retail lifestyle opportunities, from Instagram to preference for growing niche brand appetite,” second-hand products and ecological desires. “
Hits and Shakers (updates from 2021)
Social media, websites and friends & amp; family are the most influential channels of brand preferences and purchasing decisions
Across all product categories, social media remains the most effective channel for engaging brands and inspiring consumers to buy their products: 44% of consumers classify them as the channels that influence them the most (Fig. 1). It is followed by official websites (31%) and recommendations of friends or family (27%). Interestingly, it is said that international stars are more influential than local stars.
Different channels have different levels of influence in Asia
Across all categories of premium goods, South Korean consumers are most likely to be influenced by social media and blogging and online reviews (60% and 34% respectively, while Southeast Asian consumers are most affected by the retail environment (26%). Magazines and newspapers are the most popular among Hong Kong consumers.
On average, social media is the most influential channel in Asia (chosen by 44% of respondents). Instagram seems to be gaining ground, even in markets all over Asia that have strong local social media channels. Mainland China, South Korea, and Taiwan have the highest proportion of Instagram followers (84%, 81%, and 76%, respectively, Fig. 2), and Japan (54%) the lowest. By delving into Instagram, consumers in most markets show almost equal interest in local and / or international accounts (Fig 3), with the exception of Japan and Hong Kong where Instagram followers are much more interested in local accounts (45% and 30%, respectively) than international.
In this context of shifting consumer sentiment and behavior, the Bluebell Group updated five broad consumer personalities driving Asian consumer trends in 2022.
To download the full report, please visit https://www.bluebellgroup.com/market-insights/.
The Bluebell Group has been a pioneer in building successful brands in Asia since 1954. As an Asian partner of choice, Bluebell Group has a presence in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macao SAR, Singapore, Malaysia, Cambodia and Australia.
The Group’s distribution network includes flagship stores, shop-in-shop, counters, own multi-brand concepts, as well as a highly selective wholesale network with direct e-commerce and marketplaces, covering both domestic and Travel Retail sales.
The group operates in many product categories: Accessories, Footwear, Apparel, Fragrances, Beauty, Foodies, Jewelry, Watches, Glasses and Tobacco.
The family group, Bluebell Group, currently employs more than 3,800 employees, 650 points of sale and $ 2 billion in turnover.
Media contact: Anne Geronimi Group Communication Director [protected email]
