WorldWatchReport: Online Chinese Watch Consumers Look for Brand Awareness First
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06.05.09, 10:21
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Retail
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The annual WorldWatchReport published recently has revealed that a vast majority of the online searches for watches in China were focused on looking for brand names rather than for specific models, a search more common to American and British consumers.
The report, published each year by IC-Agency and its partner Europa Star, provides an annual analysis of the main trends of the online demand coming from prestigious watch brands’ clientele around the world.
According to the report, which devoted a special section to analyzing the emerging Chinese watch market, 81% of all online searches concerning watchmakers were related to brand intention rather than to specific watch models. The report suggested that the Chinese consumers may still find it difficult to distinguish between the smaller differences each watch has to offer, mainly due to visual media campaigns focusing on brand names and logos.
The report also says that UK and US consumers showed the highest proportion of model-related queries -- 31% in both countries -- suggesting that American and British consumers have a better, more in-depth knowledge of the watches offered than their Asian or European counterparts.
Regarding the Japanese market, the report shows consumers in that market have the highest percentage (3%) of searches regarding distribution, suggesting the Japanese people’s strong propensity to evaluate their future purchases and gather information about points of sale, either online or offline.
Source: Iris Hortman
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By: Avida Landau
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