Consumer attitudes in general to luxury and premium purchases have changed as they have become better educated and informed. In recent years consumers have become more sophisticated when it comes to spending money on luxury, yet they are more price sensitive, in particular to differences between prices in China and elsewhere in the world, and they want authenticity from a furniture brand.

It is important to acknowledge that a furniture brand being clearly recognized as an established international name is heavily reinforced, as must product quality. Equally, that being an international brand in China does not, in the consumer’s eyes necessarily just….

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