What’s happening in China isn’t a luxury slowdown—it’s a luxury revolution. The future of luxury is the young Chinese consumers who are completely rewriting the rules of the game.
Mainland China, one of the world’s largest luxury markets, is undergoing a dynamic transformation. Recent industry data has highlighted conflicting narratives, with some luxury conglomerates reporting declines in Asia-Pacific revenues, while others have seen growth in the same period. This discrepancy raises questions about the true sentiments of Chinese luxury consumers.
To shed light on these trends, business insights provider MDRi conducted a comprehensive survey of 2,000 luxury consumers across Mainland China and Hong Kong. The findings reveal key insights that could reshape the strategic priorities of luxury brands worldwide.
China Luxury Consumer Forecast 2025 Report
Insights in this China Luxury Consumer Forecast 2025 Report reveal a market in transition, where Chinese consumers demonstrate sophisticated preferences across experiences, domestic brands, sustainability, and innovation.
Experiential luxury and domestic brands
The survey reveals that Chinese luxury consumers are demonstrating an increasing appetite for luxury experiences and lifestyle products, in addition to the traditional acquisition of tangible luxury goods. There is also a growing preference for domestic luxury brands, with significant interest in Chinese luxury watches.
Generational differences
The report also observes differences in what drives Millennial (aged 26-35) and Gen Z (aged 21-25) consumers’ luxury preferences. Millennials are more inclined to treat and reward themselves with unique and unforgettable experiences, while Gen Z is driven by a focus on overall wellness and self-improvement.
Sustainability and innovation
Sustainability has become a key priority, with 85% of Chinese luxury consumers believing it is an important consideration. Innovative features and technology continue to be highly valued, with 90% of Chinese luxury consumers willing to pay for such offerings. The role of artificial intelligence (AI) in shaping luxury consumption patterns is rapidly evolving, with 80% of Mainland Chinese luxury consumers agreeing that AI can provide them with desirable personalization.
Insights in this China Luxury Consumer Forecast 2025 Report reveal a market in transition, where Chinese consumers demonstrate sophisticated preferences across experiences, domestic brands, sustainability, and innovation. The insights from this report can help stakeholders navigate this evolving landscape and better serve increasingly discerning luxury consumers in Mainland China and Hong Kong.
