Although the majority of Chinese consumers have only been exposed to luxury goods for 40 years, China has grown to be the world’s second-largest luxury market – and as its economy continues to strengthen, so does its consumption capability. Luxury brands have already fostered a large number of consumers in China. With our years of business experience and analysis of China’s luxury industry, we find each generation of luxury consumers have their own consumption preference. Through our research, we have set out to clarify the reason why their consumption behaviours are so diverse and uncover the connections between the growth background of Chinese buyers and their consumption concept.
This survey was designed to investigate Chinese luxury consumers of generations, hoping to gain insight into the connection between their luxury consumption behaviours and their ages, values, lifestyles and social backgrounds, and share our key findings, insights and suggestions with luxury brands.
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