APTRA research delves into shopping behaviours of young Chinese travellers

By Luke Barras-hill |

APTRA Chinese research

Research was carried out at Singapore Changi Airport. Source: CAG.

The Asia Pacific Travel Retail Association (APTRA) has announced the release of detailed research into young Chinese shoppers.

Covering 132 pages, the ‘Understanding Young China’ report commissioned in partnership with TFWA and prepared by NPD Travel Retail is available via both associations’ websites, with free access to APTRA and TFWA members.

It explores purchase motivations, expectations and perceptions at airport, border and downtown stores based on interviews with more than 2,000 travellers between 18-30, with a benchmark comparison of over 1,000 older Chinese travellers.


The research also studies the role of digital in the store/shopper relationship and offers insight into the ‘daigou’ phenomenon.

Aside quantitative analysis, NPD Travel Retail carried out 60 in-depth interviews with young Chinese buyers, non-buyers and non-shoppers in the DF&TR zones at three airports: Guangzhou, Singapore Changi and London Heathrow.

APTRA says insight on tailoring product selections to customers and understanding the importance of browsing will be of benefit to association members.

Among the findings, attractive pricing and product authenticity strike a chord with younger Chinese buyers who are seeking brands they can trust that offer a difference from the domestic market.


The 132-page report is based on interviews with more than 2,000 travellers aged 18-30 with a benchmark comparison of more than 1,000 older Chinese travellers. Click to enlarge.

More specifically, 36% of young Chinese travellers admitted that interaction with staff instore was a key shopping motivation.

Grant Fleming, President, APTRA commented: “This comprehensive study, containing a wealth of previously unexplored data, will help us to better understand the 18-30 segment, a generation with a strong affinity with digital and e-commerce channels.

“It will enable our members to tailor commercial strategies to meet the needs of this important customer, making this research vital for any brand, retailer or landlord serious about doing business in Asia Pacific.

“Access to relevant data at both a regional and consumer level is undoubtedly one of the most valuable benefits of being an APTRA member.”

The full report and executive summary are available via the members only section of www.aptra.asia and on www.tfwa.com


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