A blueprint for capturing the return of Chinese luxury shoppers

Jacques Stern and Chloé Reuter

By combining Global Blue’s data and insights into travelers’ preferences and Gusto Collective’s expertise in luxury brand-building, this report provides brands with a blueprint to assist luxury retailers around the world in preparing for the long-awaited return of affluent Chinese shoppers.
  • Since the reopening of China’s border in January 2023, Mainland Chinese shopper recovery has been steadily improving at 33 in Continental Europe and 35 in Asia Pacific, vs. 17 and 26 respectively in January (net of Chinese New Year seasonal impact).
  • Chinese consumers have cut back on global luxury spending by around 33% over the last three years but have saved an impressive €2.1 trillion in the process, so there are expectations for a solid pent up demand for luxury goods overseas once airline capacity resumes.
  • Given that luxury goods are 15–30% more expensive in Mainland China than elsewhere, those...

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