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3<br />
Chinese luxury consumers are increasingly<br />
sophisticated and demanding<br />
Retail-tainment<br />
• Big Shoppin-land:<br />
new multi-format<br />
retail spaces are<br />
making shopping a<br />
real entertainment<br />
activity<br />
Fake? No, thanks!<br />
• No compromise on<br />
luxury: demand for<br />
counterfeit products is<br />
decreasing fast;<br />
consumer too<br />
sophisticated<br />
Digitalization<br />
• Strong investments in<br />
digital marketing:<br />
luxury consumer<br />
younger than in other<br />
markets<br />
• Fast growth of the ecommerce<br />
channel<br />
Brand loyalty<br />
• Chinese are becoming<br />
more attached to<br />
Western brands.<br />
Brand loyalty is no<br />
longer a Western<br />
phenomenon<br />
12
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