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      "text": "1. Luxury consumers continue to be young, 48% of them are aged below 30 and contribute 42% of luxury sales\n2. Majority of true luxury consumers are from Top 50 cities (tier 2 or above); consumers in tier 3 cities and below contribute 27% of total sales\n3. Luxury consumers can be classified into 9 segments: Absolute luxurer, Megacitier and Rich Upstarter represent the 3 largest segments\n4. Luxury purchases continue to be highly influenced by digital: on average, 60% of the 4-5 touchpoints before final purchase are online; for handbags, the number of online touch points for handbags is as high as 6-7\n5. Social media influence remains strong: 50% of consumers are influenced via the WeChat ecosystem; consumers prefer a highly curated, personalized social experience\n6. KOL is a key influence on consumers aged below 30; KOLs are becoming more diverse in their online personalities and their content/themes increasingly fragmented\n7. Media influence has evolved from digital content to idols created by ecosystems and immersive virtual characters (e.g. from mobile gaming)\n8. Overall 80% of luxury purchase journeys are ROPO, 20% higher than the global average\n9. Half of luxury consumers expect improvement of digital experience at offline stores, i.e. smart fitting, VR/AR experience and smart interactive screens\n10. Online accounts for 12% of purchases: brand E-com (e.g. Mini programs) is on the rise, already 33% of total online",
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