China’s Luxury Buyers Are Returning To Physical Stores, But Their Passion For Livestreaming Commerce Is Unabated

Data from Forrester’s Asia Pacific consumer surveys of 2020, 2021, and 2022 reveal three trends in metro Chinese consumers’ channel preferences for interacting with luxury brands. First, physical stores regained their status as luxury consumers’ most preferred channel as the COVID-19 pandemic eased. Second, consumers’ interest in interacting with luxury brands on social media has waned slightly. Third, luxury shoppers’ passion for livestreaming commerce has remained consistent. This report provides a snapshot of Forrester’s data on how metro Chinese online adults who are familiar with luxury brands prefer to interact with those brands.