Beijing or Shanghai? Where is the luxury demand of China?
Following a study done by MSN China; Liu Shu, chief editor and executive
producer of MSN China Portal, said 38 percent of Beijingers are regular
customers of luxury products, higher than 37.3 percent in Shanghai and 33
percent in Guangzhou.
Agnes B outdoor AD- teaser for the shop within the center
She revealed that almost 63 percent of Beijing white-collar workers buy
luxury cosmetics, 48 percent purchase luxury bags, 45 percent wear luxury
watches, and 40 percent have premium-brand clothing. This may sound surprising
as internationally most of the medias, newspapers and TV always focus on
Shanghai as the heart of luxury in China.
Indeed after personnally sharing this information with some of my luxury
clients; they all confirmed that the real heart of consumption for luxury brand
in Mainland is not only Beijing but North China. Except some niche products
(like Rolls Royce in Ningbo), most brands have the best sales in cities like
Dalian, Beijing and Tianjin. So it's not a surprise that we can see new luxury
shops opening in Beijing every month and one of the big luxury aera ready to
open fully end of this year is located (again...) in Sanlitun North
Village( Swire properties).
Of course Shanghai is still where the trends migh raise, where the marketing
campaigns are decided and will remain a great place for Fashionistas but the
middle class hungry for luxury products seem more dynamix in North China
indeed.
