Several luxury market analysts estimated the percentage of Chinese consumers making global luxury purchases to jump from 40 to 50 per cent over the next 10 years. However, over the past few months, many Chinese consumers have begun to buy domestically due to significant travel disruptions. Many global luxury brands are yet to find success in China and have posted poor sales performances, wasted cash, and couldn’t connect with Chinese customers.

Many are lost when trying to plan for success in China, particularly smaller brands. China currently has the youngest, most digitally –savvy and most discerning luxury market in the world. Since the country’s consumers trust KOLs more than brands, they follow their advice. So if their KOL’s don’t promote a particular brand, Chinese consumers won’t consider buying from it. Most Western brands fail in the market sooner or later

These brands need to think more holistically by seamlessly combining their strategy, positioning, and story across all digital and physical brand experiences and through the most relevant products. Too many companies ignore local preferences, customs, materials, and shopping traditions.