APTRA’s LATEST RESEARCH REPORT YOU CAN’T AFFORD TO MISS
The Chinese traveller has been a discussion point for a number of years, but as we start to see a younger demographic on the travel scene, are we ready to serve up the right goods to this younger audience?
UNDERSTANDING YOUNG CHINA
The full report is available to members for download from the members’ section.
APTRA is delighted to offer members exclusive access to our new in-depth report on the behaviour, perceptions and expectations of 18 -30-year-old young Chinese travellers.
Commissioned by APTRA in partnership with TFWA and prepared by NPD Travel Retail, ‘Understanding Young China 2019’ is based on interviews with over 2,000 travellers aged between 18 and 30, with a benchmark comparison group of over 1,000 older Chinese travellers.
In addition to the data analysis, NPD conducted 60 one-on-one interviews with young Chinese buyers, non-buyers and non-shoppers in the duty-free & travel retail zones of three major airports, Guangzhou, Singapore Changi and London Heathrow.
The report goes beyond airports and offers insight into their perceptions of border and downtown travel retail stores. It analyses purchase motivations, the relative importance of specific product sectors, and the ways in which their tastes differ from older consumers.
It also reveals interesting data on the role of digital in the store/shopper relationship and offers insight into the “daigou” contract shopping phenomenon.
APTRA members can access the full reports ‘Understanding Young China 2019’ and an Executive Summary. Log onto the APTRA website and go into the members-only section of the website, and find the reports there.