The Wide Ranging Spectrum of Luxury Consumerism in China

Abstract

In this paper, we question how the concept of luxury is defined amongst Chinese luxury consumers, as well as which key drivers influence these consumers. Through qualitative interviews, we have learnt that two dominating schools of thought and approaches to understanding and defining luxury exist. Amongst luxury consumers there is a constructed tension between having (owning) material objects on the one hand and being and doing (experiencing luxury) on the other – a perception much related and subject to the consumer’s occupation and industry, as well as accessibility and exposure to the luxury and arts industry. Consequently, we have introduced a framework that provides marketers with an overview of the range of perceptions within the field of luxury in China, based on factors such as accessibility, international experience and profession. The purpose of the framework is to provide marketers with an analytical tool to gain detailed consumer insights and thus reach the most relevant groups within a specific consumer segment. Although it may be a small analytical tool to supplement a much grander entry strategy, it is nonetheless a tool, which we argue can have a great impact on determining the success of a company that is looking to enter a new market.