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  • Luxury isn’t discretionary in China, it’s compulsory
  • Luxury isn’t discretionary in China, it’s compulsory
    Elle (2015) ©

Why luxury is a way of life in China

Renowned for an insatiable appetite for luxury, within ten years China will account for 50% of global luxury purchases. But as discretion becomes the mark of distinction, who are these luxury consumers, how are their tastes evolving and what compels them to part with their cash?

Location China

The Chinese term tuhao refers to a stereotype of some of the nouveau rich, who’re crude, uncultured and favour flashy displays of big spending. Once famed for a love of all things ostentatious, the disdain expressed in response to Lamborghini’s late 2014 ad spot targeted at men who exhibit this attitude speaks volumes about a behaviour that’s fallen out of favour in China – if anything, it’s embarrassing. [1]

The country’s luxury market is undergoing seismic shifts, triggered by evolving customer dynamics, an influx of new luxury labels and economic slowdown. Luxury conglomerates like LVMH and brands ...



  • Moutai targets middle classes with baijiu

    Moutai targets middle classes with baijiu

    During the Qing Dynasty, Kweichow Moutai's baiju became the first Chinese liquor to go into large-scale production. In modern China, it’s been celebrated as the ultimate in alcohol finery, drunk by US presidents and retailing at as much as $300 a bottle. That is, until ostentatious luxury fell out of favour.

  • Lamborghini spot hits a nerve in China

    Lamborghini spot hits a nerve in China

    You’re walking home from a night out when a charismatic man pulls up beside you in an $800,000 Lamborghini and asks you to get in. What do you do? A video filmed in secret has gone viral in China after five of the seven women this happened to readily hop in.

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    Secoo: selling on second-hand luxury in China

    China’s appetite for foreign luxury has created a resale market at home, with consignment growing 30% faster than luxury overall in 2013. But with 80% of items in second-hand boutiques being fakes, why do people trust Secoo's resale platform for designer handbags and watches?

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    Galeries Lafayette: post-corruption luxury

    Luxury brands have enjoyed a meteoric rise in China, but with anti-corruption laws dampening the spirits of conspicuous consumers, shopping habits are shifting dramatically.