Guerlain’s fragrance strategy in China: From skincare trust to fragrance authority
In 1993, Guerlain’s fragrance strategy in China was based on a contradiction: although founded in 1828 and renowned for its fragrance heritage, the French maison emphasized skincare over fragrance in the Chinese market. Its local growth was primarily driven by skincare and cosmetics, causing a tension between its global fragrance legacy and its market positioning […]
Luxury tiering strategy in China: How Guerlain balances accessibility and exclusivity
Luxury brands face a tension between growth and exclusivity, especially in China. Accessible products and experiences attract new consumers, but excessive accessibility can weaken scarcity, prestige, and perceived value. Guerlain’s luxury tiering strategy in China, showcased through skincare, fragrance, and customer experiences, sets a precedent for expanding recruitment efforts while maintaining exclusivity for high-value clients. […]
Beyond experience, the next frontier is brand education in China
Every luxury brand in Shanghai now has a café, which is why the café concept no longer says as much as it could have said about your brand. At Daxue Consulting, we’ve identified that the next frontier is brand education – to build an educational system to teach how to “live” the brand promise. The impact […]
China’s fashion industry: Growth returns, but consumers are more selective
China remains an indispensable pillar of the global fashion economy. On the consumption side, the mainland is one of the world’s largest apparel consumer markets and the world’s third-largest personal luxury goods market. On the production side, China remains the world’s largest exporter of textiles and clothing products. In 2025, retail sales of apparel, footwear, […]
How Gen Z is driving the secondhand market in China
The idea of using secondhand products was once not widely embraced, but today, the secondhand market is thriving in China, signaling a shift in consumer behavior and opening up new opportunities. This market, which was once seen as a niche, is now becoming a significant part of the economy, especially with the support of digital […]
How Gentle Monster in China attracts consumers to its offline stores in an era dominated by e-commerce
Founded as a startup in 2011 in South Korea, Gentle Monster has rapidly expanded globally, with stores in the United States, Singapore, Thailand, and the United Arab Emirates, among others. Gentle Monster in China opened its first store in 2016, and as of December 2024, it has over 20 flagship stores, solidifying its position in […]
Miu Miu’s strategy in China: Winning China’s Gen Z through its rebellious aesthetic
At the heart of Miu Miu’s strategy in China lies its understanding of young consumers. Miu Miu has transformed from a sub-line of Prada in China into one of the country’s most coveted luxury brands. It rode with the post-pandemic market rebound and Gen Z driven trends. In just a few years, Miu Miu connected […]
Cracking China: How Coach balances expansion, pricing and brand image
Coach’s journey from a small New York leather workshop in 1941 to a global affordable luxury brand exemplifies the rise of accessible luxury. With annual sales of around $5.1 billion, Coach has built a strong presence worldwide, including a fast-growing market in China. Coach in China has become one of the brand’s key success stories […]
Innovating for the Chinese luxury car market’s electronic vehicle era
Since China began to produce large-scale luxury cars in 2009, the local automotive market has rapidly grown to become the largest in the world, even surpassing the US in terms of sales and production. The Chinese luxury car market size was valued at USD 195 billion in 2024, and this market is experiencing a surge […]
Second-hand luxury market in China: Once a social taboo, now a badge of smart consumption
In China’s evolving consumer market, a trend has taken hold: the strong emergence of the second-hand luxury market. Once considered shameful, it is now a symbol of savvy shopping. The global second-hand luxury goods market grew to an estimated USD 55 billion in 2024, and outpaced the sales of new luxury goods, with a 7% […]
How China’s luxury e-commerce market brings fresh, authentic shopping experiences
Driven by a tech-savvy population open to innovation, China’s luxury e-commerce market has rapidly become one of the world’s most dynamic. By 2023, the country accounted for an estimated 23% of global luxury online consumption, with projections showing it could reach 40% by 2030, overtaking Europe and the U.S. Additionally, in 2023, 53% of luxury […]
The luxury watch market in China: Status, sophistication and counterfeiting
Despite broader economic challenges and a slowdown in the overall luxury sector, luxury watches continue to hold strong appeal among affluent Chinese consumers, increasingly viewed as a smart alternative investment during times of economic uncertainty. In 2024, the luxury watch market in China was valued at approximately USD 18.12 billion, reflecting steady growth, with an […]