2015 Report on Affluent Consumers and Luxury Goods in China


This report focuses on the affluent consumers in China. They are those who have an annual household income of at least CNY 240,000. They are a growing segment of the population that is expected to reach around 112 million by 2020. This is indicative of the ever-growing potential for luxury goods in this market.

To better understand this segment, we looked into the purchasing behaviour, motivations, media channels, and brand preferences of these affluent consumers in the context of premium and luxury products and services. We also shed light on the most effective influencers and motivators behind purchases in order to better target the segment and attract new customers or increase share of wallet among current customers.

This report is based on the 2015 Affluent Insights™ Luxury Study:

  • Fielded online in May/June 2015.
  • Interviewing over 300 affluent respondents with a minimum annual household income of CNY 240,000.
  • Over 100 of these respondents are High Net Worth Individuals (HNWI), with minimum US$ 1 million in investable assets.


Affluent Insights™ 2015 Luxury Study covers premium brands across the following categories:

Product Categories No of brands
Fashion/Accessories 83 brands
Watches 82 brands
Jewelry                 39 brands
Skincare 52 brands
Makeup 49 brands
Financial Services 50 brands
Cars 46 brands
Alcohol 65 brands



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Full Report : USD 2,850

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