Gucci has announced a partnership with Chinese e-commerce retailer JD.com, targeting the increasing number of online luxury shoppers. To reach a broader, tech-savvy audience, luxury brands are having to diversify their shopping channels and upgrade their digital services to meet expectations.

Estée Lauder has reported a slump in travel retail sales in China due to governmental crackdowns on discount resellers. Beauty brands have an opportunity to invest in all-round services and user experiences, showing people that an authentic luxury experience can only be had at official stores.

Sephora is making a move to support the rising global dominance of the Chinese beauty market. As consumers want products that meet local beauty standards and have an air of homegrown heritage and appeal, brands are targeting beauty connoisseurs through products that transcend cultures and borders.

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?