This statistic presents the results of a survey about brand loyalty among different age luxury consumers in China as of January 2019. According to the survey conducted by McKinsey, approximately 52 percent of Chinese respondents who were born after 1990s said they occasionally purchased luxury products outside of their preferred brands, whereas the respondents of the '80s generation were less experimental and more loyal to their favorite brands.
Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation
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Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation
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McKinsey & Company. (April 1, 2019). Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation [Graph]. In Statista. Retrieved March 09, 2025, from https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company. "Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation." Chart. April 1, 2019. Statista. Accessed March 09, 2025. https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company. (2019). Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation. Statista. Statista Inc.. Accessed: March 09, 2025. https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company. "Share of Chinese Luxury Consumers Who Prefer Favorite Brands Only and Who Buy from New Brands as of January 2019, by Generation." Statista, Statista Inc., 1 Apr 2019, https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company, Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation Statista, https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/ (last visited March 09, 2025)
Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation [Graph], McKinsey & Company, April 1, 2019. [Online]. Available: https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
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