Survey丨Over 80% Dissatisfied with Fashion Shopping at Chinese Airports

1月 10, 2024

During the recent Chinese National Day Golden Week, did you travel by plane? Did you shop at the airport before boarding?

From Beijing Daxing, Shanghai Hongqiao to Chongqing Jiangbei, the commercial landscape of Chinese airports is quietly undergoing an upgrade, welcoming more luxury and fashion brands, thus enriching its business mix.

At the end of September, launched a survey, inviting readers to answer 10 questions about airport shopping. Among the readers who completed the survey, 63% traveled by plane for business trips, and 72% wished to see more luxury brands at domestic airports. This survey accurately reflects the profile of China’s high-end consumers.

Based on 160 valid questionnaires collected firsthand, Luxe.CO Intelligence specially created 6 charts to showcase the real opinions of China’s high-end consumers on airport shopping:

  • Would you shop at domestic airports? What are your feelings about the brand stores there?
  • Do you wish to see more luxury brands at airports? What styles and categories of brands are you most looking forward to?
  • What factors would encourage you to spend more time shopping at the airport?
  • How often do you travel by plane each year? What are the most common scenarios for your air travel?

Over 80% of High-End Consumers Dissatisfied with Brand Stores at Domestic Airports

55% of respondents make time to shop at domestic airport brand stores before or after boarding, while 45% say they do not.

Currently, the appeal of fashion brands at domestic airports is limited. 78% of respondents have not purchased fashion brand products at airports recently, indicating significant untapped potential for fashion consumption at domestic airports.

Over 80% of respondents are either dissatisfied or very dissatisfied with airport brand stores, with only a minority feeling satisfied (17%) or very satisfied (3%). This reflects the high-end consumers’ urgent expectation for an upgrade in airport brand stores.

High-End Consumers Especially Eager to See More Jewelry, Watches, and Sports Outdoor Brands at Domestic Airports

72% of respondents want more luxury brand stores at domestic airports.

Sports and Outdoors style brands are considered the most lacking at domestic airports by high-end consumers, with 38% of respondents feeling this way, followed by Casual Fashion at 32%.

Only 9% of respondents think there is a lack of Business/Formal style brands at domestic airports, suggesting that these brands are already common there.

In terms of categories, Jewelry and Watches are seen as the most lacking at international airports by high-end consumers, with 17% of respondents indicating this, followed by Children and Parenting and Footwear, both at 16%, and Bags at 15%.

More Discounts Could Increase High-End Consumers’ Willingness to Shop at Airports

Price differences are the main reason attracting high-end consumers to shop at airports, with 28% of respondents stating that more discounts would increase their shopping interest. Additionally, factors like brand variety, authenticity guarantees, and timeliness of new product releases also influence their airport shopping.

82% of respondents said they would spend more time shopping at airports if there were improvements in pricing, brand selection, product variety, after-sales service, and store design.

Business Trips Are the Most Common Reason for High-End Consumers to Travel by Plane

Among the high-end consumers who participated in the survey, 63% travel by plane for business trips, while 36% do so for leisure travel.

The highest proportion of respondents, 45%, travel by plane 6-10 times per year (counting one-way trips), followed by 25% who do so 1-5 times a year. Thirty percent travel by plane at a high frequency (1-2 times weekly or 1-3 times monthly), indicating significant opportunities for brands to engage with high-end consumers at airport channels, a potential that cannot be overlooked.

| Image Credit: Produced by, Pixabay

丨Reporter:Zuo Xiaoli

| Editor: Zhu Ruoyu