Hi there,
While this post focuses on China luxury product marketing, it is part of a series about China that I have been writing in 2019. You can find more of them below:
China OTT subscription landscape: 8 key facts and trend
China influencer marketing – 8 key facts you need to know
China mobile games : 8 key facts and trends
China (the largest retail market in the world): key facts and trends
8 Key facts about china advertising landscape
9 key facts about China digital landscape
1. China is the largest luxury product market in the world
![luxury product sales in china us europe japan 2017 2024](https://www.chandlernguyen.com/wp-content/uploads/2019/02/luxury-product-sales-in-china-us-europe-japan-2017-2024.jpg)
A similar report by McKinsey points to the same direction. In 2020, China luxury good spending will be one third of the whole world.
![luxury good sales in china vs worldwide 2020 - 2025](https://www.chandlernguyen.com/wp-content/uploads/2019/02/luxury-good-sales-in-china-vs-worldwide-2020-2025.jpg)
2. Affluent consumers in China are relatively younger than those in the US or Japan
According to BCG and eMarketer, 80% of affluent consumers in China are under 45.
3. Personal care and beauty products and Jewelry lead the growth in sales
![luxury good sales by product category in china 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/02/luxury-good-sales-by-product-category-in-china-2018.jpg)
4. Chinese affluent consumers increasingly buy luxury goods at home vs overseas
Report from BCG and Altagamma indicates this trend below
![luxury items being bought in china from chinese affluent consumers](https://www.chandlernguyen.com/wp-content/uploads/2019/02/luxury-items-being-bought-in-china-from-chinese-affluent-consumers.png)
This graph will tell you a bit more about the context behind this shift
![where chinese affluent consumers buy luxury items from 2013 - 2016](https://www.chandlernguyen.com/wp-content/uploads/2019/02/where-chinese-affluent-consumers-buy-luxury-items-from-2013-2016-1024x543.jpg)
Daigou is an overseas surrogate shopper who buys goods overseas for mainland Chinese customers and send them back.
5. More than 90% of luxury good sales happens offline
![luxury good sales in china digital vs offline](https://www.chandlernguyen.com/wp-content/uploads/2019/02/luxury-good-sales-in-china-digital-vs-offline.jpg)
6. More than 60% of luxury good media ad spend is on digital channel
![digital ad spend share for luxury good ad spend in china v2](https://www.chandlernguyen.com/wp-content/uploads/2019/02/digital-ad-spend-share-for-luxury-good-ad-spend-in-china-v2-788x1024.jpg)
![luxury ad spend in china by channel 2019](https://www.chandlernguyen.com/wp-content/uploads/2019/02/luxury-ad-spend-in-china-by-channel-2019.jpg)
7. Digital channels are heavily used to research for luxury goods in China
![](https://www.chandlernguyen.com/wp-content/uploads/2019/02/channels-used-to-research-luxury-goods-in-china-2018.jpg)
8. Key opinion leaders (KOL) have as much impact on opinion and decision of affluent consumers in China as brand websites or other channels
![key channels impacting opinion and decision of affluent consumers in china 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/02/key-channels-impacting-opinion-and-decision-of-affluent-consumers-in-china-2018.jpg)
Cheers,
Chandler