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Luxury in China in the Wake of COVID-19
By 2025, Chinese luxury shoppers will represent 44% of the $1.4 trillion luxury market – with its millions of ever-growing affluent and connected consumers, China already offers a glimpse into the future of the luxury category and of consumer technology trends.

But how has this trajectory been impacted by COVID-19? In what ways have consumer behaviors changed during this time period? And what can we expect to see as China emerges from the crisis?

Access to a real person and personalized customer experiences have become, in some ways, the new form of luxury. The ability to deliver a high-touch, customized experience combined with the convenience of technology has become the make or break of luxury brands.


Snapshot of the Different Chinese Luxury Shoppers:
Understanding the key differences between generations is crucial to approaching Chinese luxury shoppers.

Younger, Faster:
For the new generation of Chinese who have always known abundance and access to anything at an instance, what does Luxury Consumerism mean?

The Impact of COVID-19:
How has the Chinese luxury consumer changed and what are they expecting from brands?


While offline retail locations are beginning to reopen in China, consumers remain cautious about spending time outdoors, and brands must continue to focus on all things digital. Yet with nearly every luxury brand in the world vying for Chinese consumers’ online attention, digital alone doesn’t matter - personalization is key. Relevant content and offerings can cut through the noise and, when done right, it is proven to increase engagement, retention, and conversion rates.

When it comes to personalization, WeChat is, hands down, the best platform. With its vast amount of features and capabilities, luxury brands can build incredibly customized experiences that are tailored to each consumer’s needs & desires.

Apr 14, 2020 09:00 AM in Eastern Time (US and Canada)

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