Selling to China from elsewhere no longer necessarily requires heavy set-up costs and local product registration. Yet it still requires a close understanding of Chinese consumers, how they select products and what makes them tick. So how is e-commerce helping brands to be successful?

Global luxury brands including Louis Vuitton, Gucci, and Burberry have lowered their prices in China after the government's decision to lower import duties. With reduced prices at home, China's luxury retail tourists may have less reason to go abroad to spend their cash.

Hermes is experiencing a growth of sales thanks to a strong showing in the Chinese luxury market. Such surges in sales reflects the growing interest among Asian shoppers in buying from European luxury brands. This trend is especially prevalent among China’s young HNWI.

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?