Survey on Leather Goods Shoppers in Major Chinese Cities

The Hong Kong Trade Development Council (HKTDC) had conducted a survey on leather goods consumption on the mainland in 2003. The latest survey was carried out in 2009 in 13 mainland cities to identify the latest leather goods consumption trends and analyse the advantages of “Hong Kong brands” in the mainland market. It is hoped that the findings and recommendations of this report can serve as useful reference for Hong Kong companies wishing to enter the mainland leather goods market.

 The 13 cities covered in the survey conducted in the second quarter of 2009 are Nanjing, Shanghai, Hangzhou, Ningbo, Harbin, Shenyang, Beijing, Tianjin, Dalian, Wuhan, Chengdu, Chongqing and Guangzhou. A total of 3,250 consumers including employees, housewives and students who have lived in the surveyed cities for at least two years and have purchased leather goods in the 12 months prior to the survey were interviewed. The findings are summarised as follows:

 The main reasons given by respondents for buying leather goods are practical needs and wear and tear or loss of existing products.