Bluebell group’s recent research has shown that a large chunk (94%) of the consumers in mainland China seek products and experiences based on events, entertainment, tech, or gaming. The group is a multi-brand operator across Asia. Even consumers from Taiwan and Hong Kong show a similar tendency, according to “Asia Lifestyle Consumer Profile”, which is the company’s newest research.
Bluebell tracks 2100 premium consumers (and their consumption drivers or trends) from six different markets – Mainland China, South Korea, Japan, Hong Kong, Singapore, Malaysia, and Taiwan. The study dissects five common consumer trains and behaviors in this region. These are Experimentalist, Traditionalist, Culturalist, Neophilist, and Comfort-me-ist. The different product categories are fashion, skincare, accessories and footwear, active lifestyle, and makeup and fragrances.
It has been found that particularly fragrance consumers are open to using niche brands. 69-75% of consumers all over Asia are more interested in this category, and the only exception is Japan (47%). Virtual products have a strong appeal amongst Mainland Chinese consumers, Hong Kong, Taiwan, and Korea.
The president and CEO of Bluebell Group explained it as follows: After Covid, it was necessary to understand the commonalities and differences across Asia’s wide base of consumers. But it’s not just about the pandemic. It is about each market in each region growing differently vis a vis consumers’ mindset, preferences, and purchasing intent.
Bluebell group aims to launch more such studies in 2022. Bluebell has a turnover of 2 billion USD and works across various product categories. It also boasts of a network of distribution that includes flagship stores, counters, shop-in-shops, multi-brand concepts, direct e-commerce, a wholesale network, and even marketplaces that cover domestic and travel retail markets.