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How will the horse perform?

According to Chinese horoscopes, those born in the year of the horse are considered to constantly work at improving themselves. In my opinion, a parallel can be drawn with that of the luxury sector in China this year. The luxury market in China in 2014 will remain at the same level as last, not because consumer have less money available to spend, but because Chinese people are fast to learn and adapt, and the past 18 months has taught them new things; in essance their world has changed.

Consumers now know that the lifestyle experience of travelling and buying luxury is enjoyable and they recognise that they don’t encounter the same experience, or the better prices at home. Taking their foot off the accelerator has enabled them time to evaluate their spending and purchase choices, and now they seek new and more rewarding luxury items. It’s less about price, although saving money is a cultural pastime, its more about personal reward and satisfaction…

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