2,890 consumers of China who have purchased luxury goods in the past 12 months
Age group
18-55 years
Special properties
covering consumers from tier 1 to 5 cities
Supplementary notes
*Include brands' official accounts on various social networking sites, with WeChat and Weibo playing a key role. Brands' WeChat mini-program, SA WeChat, WeChat ad push, livestreaming, as well as other online brand official accounts or ads are counted.Â
**Refer to search engine or daigou (overseas shopper).
Citation formats
Information channels for overseas luxury shopping among Chinese consumers 2024
Chinese consumers are increasingly shopping for luxury goods overseas due to factors like price differences and the resurgence of international travel. A 2024 Chinese survey result indicated ** percent of luxury good consumers relied on brands' official online content to gather information for overseas shopping. WeChat ecosystem and Weibo have become the most important touchpoints.
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Tencent, & BCG. (November 25, 2024). Major research channels for buying luxury goods overseas among Chinese consumers as of April 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1618033/china-essential-discovery-channels-for-overseas-luxury-shopping/
Tencent, und BCG. "Major research channels for buying luxury goods overseas among Chinese consumers as of April 2024." Chart. November 25, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1618033/china-essential-discovery-channels-for-overseas-luxury-shopping/
Tencent, BCG. (2024). Major research channels for buying luxury goods overseas among Chinese consumers as of April 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1618033/china-essential-discovery-channels-for-overseas-luxury-shopping/
Tencent, and BCG. "Major Research Channels for Buying Luxury Goods Overseas among Chinese Consumers as of April 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 25 Nov 2024, /statistics/1618033/china-essential-discovery-channels-for-overseas-luxury-shopping/
Tencent & BCG, Major research channels for buying luxury goods overseas among Chinese consumers as of April 2024 ÌÇÐÄÆƽâ°æ, /statistics/1618033/china-essential-discovery-channels-for-overseas-luxury-shopping/ (last visited July 30, 2026)
Major research channels for buying luxury goods overseas among Chinese consumers as of April 2024 [Graph], Tencent, & BCG, November 25, 2024. [Online]. Available: /statistics/1618033/china-essential-discovery-channels-for-overseas-luxury-shopping/
