The rise of the globe shopper.
By Manelik SFEZHead of global partner & corporate marketing, Global Blue group.
April 10, 2023.
Globe shopperGlobe sho per – [glohb ∙ shop-er]
Noun: A person who regards shopping as a fundamental part of their travel experience.
Russian travellers
48%
Shopping is a vital part of their trip.
82%Chinesetravellers
56%Middle-Eastern travellers
Source: Global Blue Review.
Over
JapanRussiaUSA
20% 30%MalaysiaSingaporeThailand
Over
Source: Global Blue transactional data.
Global increase of tax-free amount spent in 2012.
50%China
Over
50-60%The estimated worldwide share of luxury goods, which are sold in
relation with a travel.
The customer of a luxury brand today.
Globe shoppers60%
Local customers40%
4 timesGlobe shoppers spend 4 times more than the locals
at high street retailers.-- Global Blue transactions since 1980.
It takes 5 locals to beat 1 globe shopper.
1 globe shopper60%
1 local10%
1 local10%
1 local10%
1 local10%
30%Retail prices of many luxury goods are this much higher on
the Chinese mainland than in Europe.-- China Daily.
80%’80% of our customers at Chloe are Chinese who leave with
a handful of bags.’-- ZHOU Mi, a Chinese-speaking assistant for Chloe.
“Foreign visitors are an economic boon, not a curse”
-- Andrew NEATHER, London Evening Standard.
The globe shopper market.Facts & figures, and beyond.
23,000,000Tax-free transactions completed by Global Blue every year.
23,000,000Amount Spent, Average Spend, and Transaction Count.
23,000,000268 different passports eligible to a tax refund.
23,000,00038 countries with an active VAT refund scheme.
23,000,00019 different categories of goods eligible to a tax refund.
World’s top 5 globe shopper nations by amount spent.
China25%
Russia16%
Japan5%Indonesia
4%USA4%
OTHERS47%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
World’s top 10 tax-free destinations by amount spent.
Paris16%
London12%
Singapore12%
Milan5%Rome
3%
OTHERS51%
Growth of top 5 globe shopper nations by amount spent.
ChinaRussi
aJapan
Indonesia USA
MARKET
58%
31%
38%
28%
23%
30%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Top 5 globe shopper nations by average spent.
China
Malaysia
Thailand
Indonesia USA
MARKET
€ 875
€ 778 € 765
€ 640 € 632
€ 485
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
The world’s N°1 globe shopper nation.
China
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Chinese top 3 categories of goods by amount spent.
Watches & Jewellery31%
Fashion & Clothing29%
Department Stores23%
OTHERS17%
47%The share of total tax-free amount spent on Watches & Jewellery
attributed to Chinese globe shoppers.-- Global Blue Analytics, January 2013.
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Russian top 3 categories of goods by amount spent.
Fashion & Clothing54%
Department Stores12%
Watches & Jewellery10%
OTHERS24%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Japanese top 3 categories of goods by amount spent.
Fashion & Clothing45%
Department Stores19%
Watches & Jewellery15%
OTHERS21%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Indonesian top 3 categories of goods by amount spent.
Fashion & Clothing37%
Watches & Jewellery22%
Department Stores15%
OTHERS26%
“Four years ago China was one third of our American business, now it’s four times our
American business.”-- Michael WARD, managing director HARRODS
Mid-term forecast of Chinese outbound travel.
Departures in ,000*
2011 2012 2013 2014 2015 2016
39,657 46,429
52,766
60,252
68,219
76,726
Annual growth in %*
2011 2012 2013 2014 2015 2016
22%
13%14%
13%12%
10%
Sources: Global Blue, COTRI, CNTA, CTA, Business Monitor, UNWTO. *Excluding Hong Kong & Macau day trips.
The Global Blue Dossier
The Growing Complexity of the Chinese Globe Shopper
€ 14,570The average amount that Chinese wealthy globe shoppers spend
per trip and on shopping alone in Europe.
Source: Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ reasons to shop abroad.
Price (vs. China) Style & design Product quality
63%
49%
37%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ top purchase factor.
Brand; 60%
Price; 40%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ most purchased brands.
LV Chanel Gucci Dior Hermes Cartier Burberry Omega Prada Rolex
63%
52%
41%
24% 22% 21%18% 18%
12%7%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ top purchase channels.
Brand store down-town
Duty free store at airport
Shopping mall Department store Brand store at airports
33%
24%22%
18%
3%
27%
35%
15%
21%
2%
Past trip Next trip
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ incentive expectations.
Discount or tax refund Free gifts Discounts on future purchases
Points redemption
94%
25%
10%
2%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
“There's the cultural barrier too, the etiquette is a little different. We want to be in the loop
with how you treat that kind of client and what they expect.”
-- Samantha SACCHI MUCI, co-director MARLY CAMINO
YesterdayMarketing-wise, CUSTOMERS belonged to the country in which
they were living.
TodayMarketing-wise, GLOBE SHOPPERS belong to the country in which
they are shopping.
Travel retailConsiders only points of sales located in travel-related environments.
Globe shopper retailEmbraces the real business of a luxury brand, wherever
the point of sale!
“We're been thinking not like Chinese, but like Europeans. Europe is still the n°1 tourism
destination so far but that may dramatically change if we don't change some patterns.”-- Eduardo SANTANDER, head of EUROPEAN TRAVEL COMMISSION
About Global Blue.Inventors of the Tax Free Shopping concept, and beyond.
We add value where international travel meets shopping.
Global Travel Shopping
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