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Great minds don’t think alike

In this month’s Tan Lun, ahead of the Golden Week holiday period in China we comment on what in fact is the talk of the international press, the fact that Chinese luxury consumers are younger than their international counterparts and now more knowledgable, their choice of purchases is less of buying what their mother would have, to looking for something niche. It’s important to say that this isn’t really news, as it’s a topic we have spoken of many times before, but now it appears the penny has dropped and luxury brands are taking note.

The talk is of less bling, and poor sales figures that are without a doubt due to many of the bigger brands being inflexible and thinking that just because they are who they are, Chinese consumers will flock to them. Unfortunately, Chinese consumers are fickle and hard to read, and influencing them is a little like nailing jelly to a wall; you think you’ve done it and they begin to move again. Those who have spent time with any mainland Chinese people will know that trying to work out what they are thinking or how they will react to a specific situation is extremely hard, often it’s a case of watching and thinking on ones feet….

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