The China conversation has shifted away from millennials and toward Gen Z. But brands, institutions, and organizations that want to stay ahead of the curve must look beyond generational demographics and shift their focus to a new type of grouping: the Chinese Cultural Consumer. Empowered by discretionary incomes and sophisticated tastes, these buyers approach consumption with a distinct cultural awareness and a concept of luxury that sets them apart from their Western counterparts. Chinese Cultural Consumers are not only driving global luxury’s rebound and dominating auction sales, but also redefining industries with their appetite for pop and street culture, shifting the equation from collecting to consuming in the process. Surviving in China in the post-COVID era requires luxury brands to adapt more quickly than they ever have. Jing Daily’s latest market report, Chinese Cultural Consumers: The Future of Luxury, offers an in-depth exploration of the key characteristics of China’s most important consumers, how to reach them, the new direct-to-consumer landscape and its demands, and what product categories rule. Chinese Cultural Consumers: The Future of Luxury highlights the key attributes of China’s increasingly influential cultural consumer along with opportunities for brands both large and small, covering the following areas and more: Insights into what the Chinese Cultural Consumer wants, what product categories rule, and which physical and digital experiences have resonated most deeply with them. An overview of the key markets — from art and collectible toys to streetwear and sneakers — that are keys to understanding the Chinese Cultural Consumer. Case studies revealing how luxury brands succeed in reaching the Chinese Cultural Consumer, both online and offline. The report also includes a series of interviews with top executives from the art world, luxury brands, and e-commerce platforms, who share their insights into how Chinese Cultural Consumers are already reshaping their businesses. Available for download on the Jing Daily Reports page, Chinese Cultural Consumers: The Future of Luxury is an indispensable resource for any brand or retailer interested in the next generation of Chinese customers.
