‘That China is the future of luxury is
undisputed. Yet much focus to date has
been on the female luxury consumer,
overlooking another hugely influential
consumer group: China’s male luxurian.
Our report identifies six consumer
typographies set to define China’s male
luxury market, from the novices starting
out on their luxury journey, through to
the more experienced luxury veteran.
We explore their definitions, motivations
and preferences, as well as their impact
on the future of luxury. Ultimately, we
outline the significance of our findings
for brands, with recommendations for
meeting shifting needs, desires and
expectations of this coveted consumer’
Jonathan Travers-Smith, Founder and CEO, Hot Pot China
Elsewhere, luxury loyalty is being redefined
as member’s clubs and bespoke services grow,
maximalism and aesthetics of excess are
returning to counter long-standing trends
in restraint, while other brands are shifting
their attention to Very Important Clients
(VICs), courting them by providing exceptional
access to otherworldly experiences.
Naturally, these global shifts are manifesting
differently in different regions – and perhaps
nowhere is this nuance more apparent than in
Chinese luxury. ‘The pandemic has revealed
new, unique luxury mindsets in China,’ says
Chris Sanderson, co-founder of The Future
Laboratory. ‘Luxury sales are being bolstered by
consumers who are shopping domestically, and
those who are value-driven. Increasingly, they are
connecting with brands via ever-more personal
digital channels, while among early adopters and
younger customers, China pride is also growing.’
From the Guochao trend that has taken hold
to put renewed focus on the nation’s cultural
heritage to “common prosperity” goals aimed at
narrowing the wealth gap and a drive to stigmatize
overt displays of affluence, understanding
these nuances will prove integral to luxury
brands over the next decade and beyond, with
China predicted to account for 50% of the global
luxury market by 2030, according to Équité.
With Bain & Company also forecasting that half of
Chinese luxury spending will be domestic by 2025,
global labels looking at how China has responded
to recent events will discover new opportunities
to engage with Chinese luxurians on home soil.
Now, China strategy and marketing specialist
Hot Pot China, in partnership with strategic
foresight consultancy The Future Laboratory, is
providing new levels of insight into the Chinese
luxury market, with a focus on male consumers.
Through qualitative and quantitative consumer
research, Hot Pot China has gained meaningful
insight into the attitudes and behaviours of
this unique demographic like never before.
毫 无 疑 问，中 国 是
奢侈品的未来。
但 迄 今 为 止，奢 侈
品消费的关注度
大多集中在女性
奢侈品消费者身
上，而忽略了另一
个极具影响
Photography by NAGA W, China; Urban Asian, photography by
Cottonbro, Russia
THE CHINESE MALE LUXURY CONSUMER 2023 6
