How China’s luxury consumers moved on from bling to doing their own thing, opening space for niche brands to prosper

What have been the major changes in media, communications and PR in mainland China over the past five years?

The pace and degree of change has been incredible. The most striking has been the adoption of social media in brand communications. The platforms and technologies evolve every day. Platforms which were considered key five years ago, or even two years ago, are now no longer relevant. Consumers have a lot of information across many platforms. Communications and PR agencies have adapted their services to stay ahead. There is no such thing as “a pure PR agency” today; agencies need to be properly integrated to serve clients and stay relevant.

Is the end nigh for China’s overseas luxury personal shoppers? How has the Chinese attitude towards luxury evolved? Over the past 10-15 years we’ve seen a shift away from “bling” towards the development of a sophisticated luxury consumer. It’s a transition from status-seeking and validation to trend setting and pride, from indulgence and experience-seeking to the stage we are at now: discernment, connoisseurship and knowledge.

As tastes develop, niche brands can let consumers portray their individuality. This is reflected throughout luxury, in hospitality (and brands such as Aman), fashion and accessories (as in Delvaux). A brand name alone usually isn’t enough to lure a loyal customer, so marketing has changed. Over the last couple of years, brands have increasingly emphasised storytelling and experiences, which is more about long-term relationship building than locking in a sale.

You have just opened a Hong Kong office. Why was this important and how is the market different here? Hong Kong is an important milestone in our growth strategy. Not only is it a key regional base for many of our clients, it also remains an entry point for many premium and luxury brands coming to China and Asia.