Mainland China is a target market that Hermes really pays attention to right now. Every
piece of information about Chinese consumers’ behaviors is important and valuable to Hermes.
According to a study in China about luxury consumption, male customers purchases luxury goods
online more than female cusomters. Wine and watches are the most purchased by the male buyers.
65.5% of online customer sin China are male and they tend to purchase luxuries 10% higher than
females (Exhibit 2). First, it is because male prefer to choose a convenient and highly efficient
shopping options. Second, they prefer to buy high quality products which show unique taste rather
than low priced marchandise. And third, they currently have hihger income than female