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How are luxury brands appealing to Chinese millennials?

Many luxury brands are driven by what the millennials are looking for.
Many luxury brands are driven by what the millennials are looking for.

This younger generation buy luxury products because they desire a quality lifestyle

Nielsen’s survey shows Chinese millennials buy luxury products as they desire a better quality of life. The terms they use to describe better quality are “appearance”, “fitness”, “convenience” and “digital connectivity”.

With a 97 per cent smartphone penetration rate among the generation, unlike the West, many pay their daily bills and luxury consumptions on third party platforms WeChat Wallet or Alipay.

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Boston Consulting Group’s survey of Chinese millennials shows they choose brands based on how much it fits their identity and personality. What they wear is an expression of the self, be it mild or rebellious.

According to Deloitte, quality and uniqueness are the most important factors in drawing millennial consumers to luxury products. Heritage and aspirational qualities are less important.

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Leona Liu
Leona Liu is the former Editor of STYLE, covering a variety of lifestyle topics from fashion to design. She has previously worked at iconic titles like VOGUE, GQ, Harper’s Bazaar, National Geographic and most recently, the design magazine Perspective.