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The old Chinese luxury consumer

In the good old days pre mid 2012, the typical Chinese luxury consumer was in general terms, easy to read and understand. Their experience and attitude was very immature and their drivers were the ownership and display of expensive items. For the luxury brands gathering demographic data from these consumers would not have been difficult had they tried to do so.

The reward of being classed a VIP by a luxury brand will have in most cases, meant that a consumer would willing handed over personal data in return for invitations to big events where they were seen and recognised as someone special in society. They had purchased real luxury items at high prices, so the resultant euphoria will have ensured a flow of valuable…

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