The delicate powerplay of localized strategies to reach the Chinese consumer anywhere, at anytime.

The pandemic drastically shifted how Chinese consumers interacted with luxury brands, and the impact of these changes is still being felt. While many brands thrived by focusing on local markets, the return of international travel presents both a challenge and an opportunity: one-third of Chinese consumers are now spending more on luxury goods outside of China.

For luxury brands, this means ensuring they can connect with Chinese consumers whether they’re shopping in Shanghai or Paris. But achieving this involves more than just having a presence in multiple markets—it demands a deep understanding of China’s digital ecosystem and how, in consequence, consumer behavior has evolved the expectation surrounding the luxury experience, “The Chinese luxury consumer has gotten used to the speed, convenience, and rewards of the Chinese digital ecosystem,” explains Jacques.

To remain competitive, brands must adapt their digital and operational strategies both locally and internationally, ensuring that Chinese consumers receive the same high-level service globally.

ABOUT

Season 5 of Tech Powered Luxury is brought to you by luxury and tech entrepreneur Ashley McDonnell. With 10 years of experience working at the crossroads of luxury and technology, Ashley carved out a career across Paris, Dublin and Geneva, working at LVMH, Dior, Google and luxury group PUIG. The podcast is also taught as a module at leading business and design schools around the world, with the goal to share insightful and actionable stories and experience from industry leaders.

NEWSLETTER & COMMUNITY REWARDS

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THE TECH POWERED LUXURY TEAM

Producer & Host: Ashley McDonnell

Videography: Ben O’Neill and Morgan Prudhomme

Photography: Anastasiia Redko, Anastasiia Lopushynska and Madeline Gillespie

Production Assistants: Abigail Herbert, Gemma Brennan, Tessa Haughton Lynch, Grace Slattery and Klaudia Skierska

Newsletter: Beatriz Barros

Styling: Johanna Dooley

Styling Assistants: Cian Crowe and Alison Murphy

Public Relations: Align Agency

Content Creation: Kinsman & Co