如何扩大Uma Wang在中国的消费者基础/How to Increase Uma Wang’s Consumer Base in China

Identify key market trends and dynamics in China that influence consumer behavior towards luxury fashion brands.

1. 您在过去12个月内是否购买过奢侈品牌产品?/ Have you purchased any luxury brands in the past 12 months?

A. 是/YES.B. 否 →（跳转至结束页面）/NO. (Exit the survey)

2. 您多久购买一次奢侈品牌产品?/How often do you purchase luxury brands?

A. 每月或更频繁/Once a month or more /B. 每三个月/Every three monthsC. 仅仅在特殊场合/On special occasionsD. 从不 →（跳转至结束页面）Never → (Exit the survey)

3.您最常购买的奢侈品牌类别有哪些?（可多选）/What categories of luxury products do you buy most often? (Multiple options)

A. 服装/ClothingB. 手袋/HandbagC. 鞋履/ShoesD. 珠宝/配饰/Jewelry/AccessoriesE. 美妆/香水/Beauty/PerfumeF. 其他（请填写）/ Others (Please fill in )

4.您购买奢侈品牌的主要渠道是?（可多选）/ 您购买奢侈品牌的主要渠道是?（可多选）/ What are the main channels which you buy luxury products? (Multiple options)

A. 线下精品店/ Offline storesB. 官方网站/Official websiteC. 线上奢侈品电商平台（如Farfetch、得物）/Online luxury e-commerce platforms (such as Farfetch，Dewu)D. 社交平台小程序（如微信小程序、小红书店铺）/ Social platform program (such as wechat mini program, RED)E. 代购/ Purchasing through personal shoppers or agentsF. 其他（请填写）/Others (Please fill in )

5.您购买奢侈品牌的最主要动机是什么?/ What is the main motivation for buying luxury product? (Multiple options)

A. 品牌历史与文化/Brand history and cultureB. 设计与质量/ Design and qualityC. 社会认可（社交价值）/ Social recognition (social value)D. 投资价值（如保值、增值）/Investment value (e.g. preservation, appreciation)E.其他（请填写）/Others (Please fill in )

6. 您认为奢侈品牌应当融入文化元素吗?/ Do you think luxury brands should incorporate cultural elements?

A. 是，我更倾向于购买有文化特色的品牌/ Yes, I prefer brands with cultural characteristicsB. 否，我更关注设计和质量/ No, I care more about design and qualityC. 无所谓，文化元素对我的购买决策影响不大/ It doesn't matter, cultural elements play little role in my purchasing decision

7. 您是否会因为奢侈品牌融入中国文化元素而更倾向于购买?/Are you more inclined to buy luxury brand because they incorporate Chinese cultural elements?

A. 是，我喜欢带有文化特色的奢侈品牌/ Yes, I like luxury brands with Chinese cultural characteristicsB. 否，我更喜欢国际化风格/ No, I prefer international stylesC. 取决于具体设计/ Depends on the design

8.在社交媒体上看到品牌信息是否会影响您的购买决策?Does seeing brand information on social media influence your purchasing decision?

A. 是，我会关注品牌动态并受其影响/Yes, I pay attention to brand updates on social media and influenced by them.B. 否，我不会受社交媒体宣传的影响/ No, I will not be influenced by social media campaignsC. 可能会影响，取决于品牌活动内容/May be affected, depending on the content of the brand campaign

9.您通常在哪些社交媒体平台上关注奢侈品牌的信息?（可多选）Which social media platforms do you usually follow luxury brands? (Multiple options)

A. 小红书/REDB. 微信（朋友圈）/Wecht (Moments)C. 抖音/快手/TikTok/KuaishouD. 微博/Weibo其他（请填写）/ Others (Please fill in )

10. 您认为未来中国奢侈品牌市场的发展趋势是什么?（可多选）In your opinion, what which of these option you believe will be relevant for the Chinese Luxury Market? (Multiple options)

A. 本土奢侈品牌崛起（如Uma Wang、Ziggy Chen）/The rise of local luxury brandsB. 国际品牌融入更多中国元素/International brands integrate more Chinese elementsC. 可持续与环保时尚将受欢迎/Sustainable and eco-friendly fashionD. 高端定制化服务成为趋势/ High-end customized servicesE. 其他（请填写）/ Others (Please fill in )

11. 您最希望奢侈品牌在哪些方面融入中国文化?（可多选）/ In what aspects do you most hope that luxury brands will integrate into Chinese culture? (Multiple choices)

A. 服饰设计（面料、剪裁、传统元素）/ . Fashion design (fabric, cut, traditional elements)B. 文化叙事（品牌故事、文化背景）/ Cultural narrative (brand story, cultural context)C. 传统工艺（刺绣、织锦、盘扣）/ Traditional crafts (embroidery, tapestry, buckle)D. 视觉风格（品牌logo、包装设计）/ Visual style (brand logo, packaging design)E. 文化联名（与艺术家、非遗品牌合作）/ Cultural collaborations (with artists, intangible heritage brands)o F. 其他（请填写 ______）/ Others (Please fill in ______)

12. 您希望奢侈品牌如何向消费者传播其文化价值?（可多选）/ How do you expect luxury brands to communicate cultural values to consumers? (Multiple options)

A. 社交媒体（如小红书、微博、抖音）/ Social media (such as RED, Weibo,TikTok)B. 线下展览和文化体验活动/ Offline exhibitions and cultural experience activitiesC. 非数字传播方式（如印刷杂志、文化活动）/Non-digital communication methods (e.g., printed magazines, cultural events)D. 与本土文化机构合作/ Cooperation with indigenous cultural institutionsE.其他（请填写）/ Others (Please fill in )

13. 您认为哪种社交媒体内容最能吸引您关注奢侈品牌?/ What kind of social media content do you think most attracts your attention to luxury brands?

A. 产品介绍/ Product introductionB. 品牌文化故事/ Brand culture storyC. 名人穿搭分享/ Celebrity wear and shareD. 直播互动/ Live interactionE. 其他（请填写）/ Other (Please fill in )

14. 您如何评价Uma Wang品牌的定位?/ How would you evaluate the positioning of Uma Wang in the Chinese market?

A. 影响力较强/ Strong influenceB. 影响力一般/ The influence is modestC. 影响力较弱/ The influence is weakD. 不确定/Not sure

15. Uma Wang是否符合你对中国奢侈品牌的期望?/Does Uma Wang meet your expectations for a luxury Chinese brand?

A. 符合，我喜欢它独特的设计和文化背景/ Yes, I like its unique design and cultural backgroundB. 部分符合，文化表达可以更明确/ The cultural expression can be more explicitC. 不符合，我更喜欢国际化奢侈品牌/ No, I prefer international luxury brandsD. 不确定/Not sure

16. 如果Uma Wang能加强与中国文化的联系，您是否会更倾向于购买其产品?您希望它采取哪些措施?/ Would you be more inclined to buy Uma Wang if the brand strengthen its connection with Chinese cultural?

A. 是，我会更加倾向购买/ Yes, I would be more inclined to buyB. 否，我更关注其设计和质量/No, I'm more concerned about its design and qualityC. 取决于品牌的具体文化创新/Depends on the specific cultural innovation of the brand

17. 您认为Uma Wang未来在中国市场上应专注哪些方面来增强与消费者的联系?/ What aspects do you think Uma Wang should focus on to strengthen its connection with consumers in China?

A. 加强文化元素的融合/Strengthening the integration of cultural elementsB. 提供更多个性化和定制化产品/Provide more personalized and customized productsC. 利用社交媒体与消费者建立更紧密的关系/ Use social media to build closer relationships with consumersD. 其他（请填写 ______）/

18. 您的年龄段是?/What is your age range?

o A. 18-24o B. 25-34o C. 35-44o D. 45岁及以上/45 years and above

19. 您的性别是?/What is your gender?

o A. 男/Maleo B. 女/Femaleo C. 其他/Other

20. 您的月收入范围是?/ What is your monthly income range?

o A. ¥10,000以下/ Less than ¥10,000o B. ¥10,000 - ¥30,000o C. ¥30,000 - ¥50,000o D. ¥50,000以上/¥50,000 or more

21. 您的主要居住地是?/What is your main residence?

o A. 一线城市（北京、上海、广州、深圳）/First-tier cities (Beijing, Shanghai, Guangzhou, Shenzhen)o B. 新一线城市（成都、杭州、南京等）/ New first-tier cities (Chengdu, Hangzhou, Nanjing, etc.)o C. 二线及以下城市/ Tier 2 and below citieso D. 海外/Overseas

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