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.
