As Shanghai emerges from some of the toughest pandemic restrictions globally, its lucrative luxury shopping sector faces uncertain times and brands are having to rethink their strategies to attract shoppers. So, what new shopping trends are drawing luxury consumers to make a purchase?

With store closures, reduced custom, and an abundance of excess stock, the luxury industry is feeling the impact of the pandemic. Alibaba hopes that Luxury Soho, a platform to sell excess stock at discounted prices, will lure Chinese Gen Zers into post-COVID-19 spending.

Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.

As lockdown restrictions ease across China, shoppers are returning to the luxury retail market with a renewed focus on long-term investments. But there are generational differences as older shoppers opt for traditional brands, while younger shoppers search for seasonal trends.