Understanding the Chinese luxury market: Three competing notions of self-worth

This report looks into how Chinese consumers research and buy luxury goods and services, and discusses associated cultural trends.

Understanding the Chinese luxury market: Three competing notions of self-worth

Emily BarleyWarc

Although Chinese consumers are becoming more independent and individualistic, they continue to pay attention to traditional social hierarchies – which means that brands need to help people balance these competing modes of thinking.

That was the main message from Rhiannon Price, head of qualitative at Northstar Research Partners, as she addressed an audience at a 'Perspectives on China' event hosted by Northstar Research Partners, a market research firm, and the London School of Economics.

Attitudes are moving to gaining and displaying status through who they are...

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