The print media in China has always been very valuable to luxury brands as a marketing tool, but unquestionably costly. Although consumer knowledge and sentiment has changed its is still one that they have used as the first port of call to improve their knowledge of brands.

The changing consumer attitude has resulted in them taking longer to decide on purchases, and to seek out newer and less well known and used brands, particularly those not yet available in China. Certainly, those living in the tier one cities have become less interested in pure advertising and look for brand stories and attributes they feel link to their personality. The result of the attitudinal change is greater emphasis on story telling within articles that are published, but interestingly, many of the most well established brands and clearly those with strong marketing budgets are still investing in regular print advertising as a means to reinforce their name and status….

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