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?

Gift-giving is an important part of social interactions in China, oiling the wheels of a relationship system between friends, family and colleagues. Yet recent years have seen Western influence, digital platforms and rising wealth reshape the practice, creating new opportunities for brands in the process.

China’s middle class is growing, and they're looking for smart ways to invest their newfound wealth. With online and mobile banking already well established, they're starting to seek out digital advice on finance and investment from intelligent, automated robo-advisors.

China has a huge number of smartphone owners, so it's no wonder they're turning to their devices to consume media. But though digital consumption is on the rise, research suggests that those wanting to connect with China’s wealthy shouldn’t simply give up on traditional channels.