1、Building trust with Chinese consumers through authenticity and integrityJanuary 2023Luxury R summaryAbout the studyAbout KPMG ChinaAbout DLG(Digital Luxury Group)About YouGovAbout the Sales and Marketing Consulting Unit of City University of Hong KongAcknowledgments124 73747576 77Chapter 1:Overview

2、of the Chinese luxury market:Challenges and opportunities6Chapter 2:Chinese luxury consumer personasChapter 3:Trends reshaping Chinese consumer behaviour48Chapter 4:Takeaways and implications69 2023 KPMG,a Hong Kong(SAR)partnership and a member firm of the KPMG global organisation of independent mem

3、ber firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.ForewordThe rapid economic rise of China,combined with developments such as increased urbanisation and digitalisation of society,have had a significant impact on Chinese shopping b

4、ehaviours.In the luxury market,consumers have adopted new channels to gather information and purchase products,while tastes have evolved as their knowledge of luxury products has increased.These changes have brought significant challenges to luxury brands as they develop their strategies and positio

5、ning for the China market.Given the diversity and complexity of the market and customer base in addition to the sheer scale of the overall market more insights are required to support brands in making the right investment decisions.Some of the pressing questions we had prior to undertaking this stud

6、y included:What are Gen Z consumers looking for when purchasing luxury brands?How can luxury brands incorporate emerging technologies such as mixed reality,the metaverse and NFTs?How receptive are Chinese consumers to the topic of sustainability?What is the meaning of luxury for Chinese consumers an