NEWSLETTER 6 Lessons from the China Luxury Retail Innovation Summit

After a year off in 2020 during the Covid-19 pandemic, the 3rd China Luxury Retail Innovation Summit was held on September 8-9 at the Radisson Collection Hotel in Shanghai. Delegates from a wide range of luxury brands and industries attended, both in person and via a live online stream of the conference, to hear speakers on the latest trends in the luxury sector in China. 

Here are 6 key takeaways from the event:
HNWIs remain optimistic – for now

Agility MD Amrita Banta kicked off the summit with a keynote speech on China’s Millionaires, who she said represent the “most resilient” consumers in China’s recovery period from the Covid-19 pandemic.  These high-net-worth individuals (HNWIs), said Banta, are more optimistic about their finances, investments, and how much they plan to spend on luxury goods and experiences.  

She also pointed a shifting definition of luxury among China’s millionaires, from focusing on specific brand names 8 years ago and later on exclusivity, quality and craftsmanship, towards themes of quality of life, freedom, and health more recently.
 
Banta cited data from waves of Agility’s TrendLens China Millionaire study conducted from just after the beginning of the pandemic to March of 2021 showing a quick recovery from an initial dip in confidence, and that the next wave in October 2021 will be interesting to track the mood HNWIs are in now, following signals from the Chinese government suggesting a potential shift toward higher tax rates and redistributionist policies.

Gen-Zs are rising, but Millennials remain dominant

As Crystal Wang from Deloitte mentioned, in contrast to the focus on Gen-Z consumers, this cohort currently represents only 11% of luxury customers and less than 5% of luxury retail value in China (in contrast with Millennials, who account for fully 73% of customers and 75% of retail value). However, Gen-Zers are emerging at an unprecedented pace, with their spend growing by nearly 200% in 2020, meaning that brands need to be attuned to how Gen-Z consumers differ from other generations.

These differences include a mentality of wanting not to be followers but pursuing their own tastes, being more emotion-driven and prone to buying on impulse rather than planning luxury purchases in advance, and seeking a sense of cultural belonging – whether through a modern sense of patriotism, or as denizens the “2-D” world (anime, and games). She cited successful incidences of brands resonating well with Gen-Z consumers through offering more personalization and via collaborations with games and streetwear brands.
Recent Update
We will speak at the webinar on 15th September organized by Luxury Portfolio International, sharing some key findings from our latest Global Millionaire Luxury Report 2021, collected from interviews with over 1000 HNWIs across global key markets. RSVP here.

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