Online continues to appeal to Asian consumers.


Confidential brand, second-hand, influence of social networks… The Bluebell Group firm has just published the “2022 Asia Lifestyle Consumer Profile” report on the Asian market. It is also an opportunity to identify the main types of consumers on the continent.

Niche brands popular in the eyes of the Asian market.

Focused on consumption and the profiles of Asian customers, this new report was produced with a panel of 2,100 people aged 18 to 45 who spent at least 1,200 euros on lifestyle products last March.

According Bluebell GroupAsian consumers are increasingly attracted to niche brands, less known to the general public. This trend concerns all territories, particularly in China where interest in more confidential houses is said to have increased by +34% from one year to the next.

While second-hand should experience growth of 10 to 15% over the next ten years, the consumption of second-hand products continues to attract Asian customers: +26% in Taiwan and +22% in Japan. To integrate this movement into their business model, brands no longer hesitate to launch their second-hand online platform, like Gucci. A way to capture a new connected target while online shopping continues to grow in popularity in Southeast Asia, where Coty has also beefed up its digital activities.

retail market asia
©Bluebell Group

The online channel is thus the medium most cited in terms of influencing consumption. Indeed, 44% of consumers surveyed here said that social media were the most likely to influence their purchases, followed by websites at 31%.

What are the profiles of Asian consumers?

After analyzing the purchasing behavior of the public, the report looked at the different types of Asian customers. In total, five major profiles were identified.

Among them, the experimentalists, namely consumers wishing to be an integral part of the universe of a house, from its brand culture to experiential immersions. A target that Dior, for example, wanted to reach by strengthening its presence on the metaverse in China.

Traditionalists, on the other hand, would be looking for experiences that characterize luxury, such as premium in-store services and the social status that comes with big houses. A profile rather opposed to neophiles, more attracted by niche brands, originality and opportunity. Finally, comfort-me-ists would favor natural products and well-being while idealists would pay more attention to ethics and brand values.


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