Debunking six myths about the Chinese luxury consumer

This event report discusses and questions several myths about luxury shoppers in China. Some of the main misapprehensions include: they just want to accumulate more possessions (in fact, product quality is a priority); they can effectively be told what to buy (in reality, they are evermore educated and discriminating); they always look at the logo first (standing out is increasingly important); they are purchasing high-end goods online (the in-store experience is still highly valued); they like direct mail (mobile tools like WeChat are the preferred option); and they enjoy flaunting their wealth (sharing news about luxury purchases now typically occurs in private, one-to-one forums, such as via Skype).

Debunking six myths about the Chinese luxury consumer

Low Lai Chow

"There is a lot of confusion when people talk about luxury in China," Francis Belin, svp/consumer goods for Greater China at Swarovski, the crystal jewellery and accessories group, told delegates at the Festival of Media Asia Pacific 2014.

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