Market research over the past few years has shown that Chinese luxury consumers are growing more informed and more savvy regarding luxury goods.
After two decades of intense consumption, the Chinese tend to favour a more understated luxury, valuing niche brands and discreet designs over loud patterns and showy logos, according to an opinion piece in the Jing Daily.
They are looking more and more to differentiate themselves with a distinctive lifestyle, demonstrating their upscale knowledge, with self-fulfillment more important than ever, writes Mazarine Asia Pacific strategic planning manager Remi Blanchard. Mazarine is an agency that advises luxury brands in their communication strategies for Asia.
Importantly, Chinese consumers still choose a brand because of its popularity and don’t see the point of preferring a not-so-famous-brand, Blanchard writes in her piece, Chinese Consumers and Logos: An Endless Love Story?.